Introduction & Attracting Users
Offering Stand Alone Value
Building Credibility
Charging Users
Legacy
100
What is a Digital Platform?
A Tool of Communication between Parties
100
Q. Why are stand-alone value difficult to provide for? a.) Extra features require costly hardware b.) Not easy to create extra features c.) It is hard to know what the consumers find useful
a.) Extra features require costly hardware
100
What is the one way that the article suggested to build credibility?
____
100
Which is not a benefit of the pay-as-you-go pricing lever? a.) Reduces the risk of low user counts for the merchants b.) Protect merchants against limited interest c.) Reduce customers’ uncertainty during the buying decision
c.) Reduce customers’ uncertainty during the buying decision
100
For the point on create immediate value for individual user first, what was the example given?
Instagram
200
What is one reason for establishing a Digital Platform?
Establish a medium to connect our supply chain Create value for consumers through a larger network chain Act as a central node and the dominant position within social networks
200
Q. What is the main reason behind Yelp’s success? a.) Focusing on a narrow sector b.) Devoted fans and Higher quality content c.) All of the above
c.) All of the above
200
Name 1 developer that Microsoft acquired to build credibility.
_______
200
Name one benefit of the pay-as-you-go pricing lever
1. Reduces the risks of low user counts for the merchants 2. Protects Merchants against limited interest 3. Attract more merchants to join the platform and increase our profits
200
What is the basic strategy for building credibility?
Collaboration and Forming Alliances with marquee partners
300
How does using public information help attract users?
Aggregates information Piques Interest
300
3) How did Skype expand? a.) Through heavy marketing and advertising b.) Users were motivated with the high quality service and encouraged others to join in c.) Additional investments by investors leads to the addition of more functions
b.) Users were motivated with the high quality service and encouraged others to join in
300
Complete the sentence "For the greatest effect, the marquee platform contributor's participation should be ________ .
________
300
Why would a business subsidise both parties if it implies significant expenditures and consumers the platform’s capital?
It is essential to lower the barriers of joining the new platform and in the long run, the profits reaped will outweigh these initial expenditures
300
What advice would you give to the marketing manager of LandDnD in order to reap the benefits of network economics?
Market Yourself As Popular, Not The Best
400
What are the 2 questions to consider when attempting to attract users?
Can we build on existing relationships on other platforms? Can we Provide the new service they did not ask for?
400
Q. It is important to provide a service that is useful even if few others join the platform so as to have stand alone value. In the case of LandDnd, what is a way to ensure that the tours provided are useful for the customers? (open-ended)
Answers vary
400
Who do you think LandDND can work with, other than VISA?
_____
400
In the instance of LandDnd, which pricing lever (pay-as-you-go or user subsidies) is more beneficial?
Both very important but pay-as-you-go will be of greater importance considering the nature of our platform business where it entails a high amount of risks
400
What are the two ways mentioned during the presentation to promote word of mouth?
Provide incentives, Include social media share buttons (make it easy for user to share)
500
Why is building a mass-sign up important for any company?
Builds critical scale from Day 1 to attract users
500
5) Why is it necessary to find or build small social groups to provide stand alone value? a.) It is easier to identify and serve the social needs of small groups b.) It is easier to give in to their requests c.) Lower costs for the company
a.) It is easier to identify and serve the social needs of small groups
500
Will you purchase the services of LandDND and why?
_______
500
In the instance of LandDnd, which party should we subsidise in the long run?
Buyers. For instance, providing value-for-money tour packages and loyalty schemes to attract a larger pool of consumers. This in turn attracts more locals to offer their services and LandDnd can charge them at a premium price
500
What are the 5 questions to consider before launching digital platform?
1- Can I attract a Large Group of Users at Once? 2 Can I Offer Stand-Alone Value? 3- Will I build credibility with Customers? 4- How Should I Charge Users? 5- Can I make my platform compatible with Legacy systems
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