In the world of technology and business, it’s easy to get caught up in the latest trends and buzzwords. One such trend that emerged in the 2010s was the idea of “platform first” — the belief that a company must create a platform before anything else to succeed.
However, this belief has proven to be a fallacy, and the success of the iPhone is a prime example of why. When Apple launched the iPhone in 2007, it did not have an app store or third-party apps. Instead, it focused on creating a great product to revolutionise the smartphone industry.
Fast forward to today, and the iPhone is one of the most successful products in history, with over 1.5 billion sold worldwide. And while the app store has undoubtedly played a significant role in the iPhone’s success, it was not the key to its initial success.
The fallacy of “platform first” can be traced back to a misunderstanding of what a platform is and what it can do. A forum is not just a tool for building an ecosystem of third-party apps and services; it is a product in and of itself. And like any product, it must be great to succeed.
You need to start with a great product to create a great platform. This means focusing on the core features and functionality to make your product stand out. It means understanding the needs and desires of your target audience and designing a product that meets those needs.
One company that has succeeded in this approach is Dropbox. When Dropbox launched in 2008, it was just a simple file storage and sharing service. However, its focus on simplicity and ease of use made it a hit with consumers and it quickly became the go-to service for cloud storage.
After establishing itself as a great product, Dropbox expanded its platform with integrations and third-party apps. This approach allowed it to maintain its focus on creating a great user experience while still growing its ecosystem.
Another example of the importance of creating a great product before building a platform is Instagram. When Instagram launched in 2010, it was just a photo-sharing app with a handful of filters. However, its focus on creating a great user experience and cultivating a community of users made it a hit with consumers.
After establishing itself as a great product, Instagram expanded its platform with features like direct messaging and stories. This approach allowed it to maintain its focus on user engagement and community while still adding new functionality.
In contrast, companies focusing on building a platform before creating a great product often need help gaining traction. One example of this is Google+, Google’s ill-fated attempt to create a social networking platform. Despite significant investment and promotion, Google+ never gained the traction of competitors like Facebook and Twitter, partly because it was seen as a platform first and a product second.
In conclusion, the fallacy of “platform first” has been a costly one for many companies in the tech industry. Instead of building a platform from the outset, companies should focus on creating a great product that meets the needs and desires of their target audience. By doing so, they can establish a strong foundation for growth and build a platform that genuinely adds value to their users.
Citations:
“The iPhone at 10: Lessons Learned from a Game-Changing Product,” Harvard Business Review, https://hbr.org/2017/06/the-iphone-at-10-lessons-learned-from-a-game-changing-product
“Why Dropbox’s Design is so Successful,” Fast Company, https://www.fastcompany.com/3053063/why-dropboxs-design-is-so-successful
Backlinks: