My study addresses issues that current information technology- (IT-)enabled platforms are facing with respect to dealing with their users. Significant development in IT has recently boosted the advent of platforms established on various business models. Most importantly, the availability of agile information processing allows the platforms to invite a substantial number of users, which widens their opportunities in terms of competing with incumbent market players. Since such platforms’ role basically lies on providing venue for users’ interacting each other, their success can be derived from appropriate understanding and treatment of the users. In this regard, as a researcher exploring interdisciplinary issues among IT and business, it is imperative to investigate strategies or approaches for resolving the issues. To explore the issues comprehensively, I identify an underlying framework (i.e., sets of key broad approaches focusing on users) that extant platforms frequently take for value creation as depicted in following Figure: (1) analysis, (2) acquisition, (3) retention. These approaches and their classification does not serve a very new perspective, but each needs to be revisited in the context of recent noticeable development in the IT-enabled platforms.
정보기술 플랫폼의 성공적인 운영은 플랫폼 사용자를 효과적으로 관리하는 것으로부터 기인한다. 정보기술의 발전은 다양한 정보기술 플랫폼의 등장을 촉진시키기도 하면서, 나아가 플랫폼 제공자들로 하여금 플랫폼을 관리하기 위해 필요한 방대한 정보를 저장 및 더 빠르게 처리할 수 있는 도구를 제공하였다. 본 연구는 정보기술 플랫폼 사용자들을 분석, 유인, 유지하는 세 가지 전략을 탐구함으로써 플랫폼 사용자들의 경험 개선은 물론 플랫폼 제공자들로 하여금 그들을 효과적으로 관리할 수 있는 방안에 대해 고찰한다.
