In 2002, amazon enters the history development in the new period, amazon web services (AWS) put into use, thus transformed into a real application service provider, and partners to share the experience of developing e-commerce, open their own innovation process. Today, many companies, independent developers and intermediate equipment integrators all use these network services, and amazon platform to create suitable for open innovation business ecosystem. In 2005, amazon decided to enlarge the scope of service, network storage capacity and computational power will be released to other companies. Partners can hire amazon platform space business, or lease their trading capacity for sales and fundraising, renting amazon's warehouse and distribution system storage, transportation goods.
Like amazon such companies to own services connected with its partners, change partners development, manufacture and distribution of product mode. Amazon's platform is divided into three levels: first open, open platform and information technology infrastructure; Second, under the e-commerce industry plays incubator character; Third, in the help of authentication developers, expand platform use scope.
Opening and business opportunities have between balance
In 2002, amazon's development department to XML (extensible markup language) services (amazon web services project called) testing, aims to develop a based on XML application interface (API), make partners can directly into amazon's database query information. XML use means the whole platform concept thoroughly transform of, this is an adventure of gambling.
Finally, this plan was approved. At present amazon provides about ten different network services, to help partners started from scratch to create a truly e-commerce sites, including infrastructure services, pay book-keeping services, amazon commodity distribution and cooperation marketing services, Internet search and information services, etc.
Amazon can provide turnkey for retailers e-commerce services include: close to amazon's active users, create online network front-end and other customer service, order distribution (product packaging and shipping), payment services, through E-mail and phone inquires the after-sale service. These services follow a principle, namely partners use only for their use service fee. Because of the initiative, amazon in the area of e-commerce platform to be leading design and the industry standard. In addition, the platform open still make amazon mined new value precipitation (external developers innovation applications), these applications make amazon's business scope get great extension.
Amazon's practice shows that a company will have to find a balance between the open and business opportunities is possible, the key lies in open content and object. According to the basic principles of value for obtaining, openness is great cause the system is out of control, the unstable; Openness and can lead to appeal not enough and innovation opportunity decreases, namely value innovation abate.
Allen (Alan) is a member of the amazon independent developers. His web site provides a simple search box, used to search and buy products supplied on amazon.com. Click on the selected products, viewers can see product pictures and information, price and consumer advice, still can online purchase. Although there seems no special place, but a careful research found that no site has some amazon platform of functions, such as customers looking for a plate of movies on DVD, can check whether have the film Netflix rental; Searching for a plate of music CDS, click can know whether iTunes with this CD download.
ScoutPal is independent developers get another successful cases, this is a based on amazon web services applications, users can through cell phones and other wireless devices in the amazon search secondhand books, CDS, DVDS, and videotape or recyclable items. Input international standard isbn or universal product code, the program can display related information, including market price, quantity, sales ranking, version, practicability and other details. In addition, ScoutPal can also report Facebook. Com and PriceGrabber. Com product prices. Amazon encourage innovation, and their external developers Shared innovation achievement. Thousands of developers products make amazon platform into a real laboratory. As supplementary service provider, developers, committed to the development of new service projects, these new services could one day will be incorporated into the amazon platform in.
Amazon registered integrator is flagship
In the past six years, amazon has provides around ten different network service projects, for its partners created important opportunities for consumers, also brought commercial value. However, the use of amazon web services, need to software development and application integration method has a deep understanding, this involves the application program interface with amazon, and the interactive cooperation seamless should keep pace with the new company registered integrators amazon web services project development trends.
Amazon for business and amazon registered integration platform provides effective cooperation between the business operation mode. Now, some Amazon registered integrators specializes in developing innovative solutions, solutions are built on a specific Amazon web services, such as the basis of FreshBooks (amazon.com FPS), EC2) or RightScale (amazon.com ElasticDrive (amazon.com S3). The biggest advantage of using registered integrator is eliminated the complexity, integrated process can simple rapidly and efficiently add amazon network as a channel. With these registered integrators, amazon can use external resources into the optimal solutions to improve its innovation asset value, and can spread in business ecosystem own technology.
Amazon can also mining external sources to strengthen its technical electronic retail business and application service provider (ASP) role. Amazon registered integrator is company link external bond, through amazon existing business external market channel selling internal resources. All of these intermediary software integration can be as amazon's flagship, and enhance the core technology of the amazon. MorseBest (such as Mercent derivative company) and Monsoon (Mercent Mercent or derived company) such integrators, value is reflected in the area.
Open further thinking
Platform is obviously in a control open under the policy environment appropriate relax. Partners in a link between the state of countercentralization formed under the ecological system, but the center of business enterprise the cornerstone was trying to control all the new node. That is to say, on the availability of the system value openness. The activities of collaborators to constraint is only powerful enterprises to implement strategy, an innovation system of openness, depending on the strength of corporate and in the center of the ecological system to keep the strength of way (contract link, exclusive agents, intellectual property management style).
Another problem involves open innovation strategic level analysis. Open innovation is an overall analysis of enterprise internal network has played an important role. The network structure and the relationship between commercial partners to be clarified in nature. As someone said: "when the company relies heavily other companies provide new technology, or need others to support the new technology into the market, open platform to be successful is to emphasize the external network management, this practice logical."
On this basis, the ecological system based on views a complementary architecture, so as to better know the value in system was between members how to be created and sharing, better understand each collaborator join system triggers and related business model selection. Business ecosystem as governance structure, standardize the participant's behavior standard, made them aware of the target only in common system can realize cooperation.
The traditional analysis tools obviously can't describe business ecosystem function, also cannot perceive potential competition situation. What is the real position competition? Battlefield in where? The big question mark clearly present before us. For example, in apple, Microsoft and Google between, or their ecosystem whether there is fierce competition between? The vertical, horizontal analytical later, business ecosystem is defined as a new mode of the combination. In a commercial ecological system, for niche corporate goal service center. They have internal conflict whipping the business ecosystem, or development system environment. In this sense, a particular business ecosystem all members of the release part of his autonomy, combines into a complete and unique whole.
Over the past 10 years, build information infrastructure and technology knowledge spent amazon $2.7 billion. Now, it's core competitiveness in establishing e-commerce solutions. These investments make amazon platform has the dynamic capabilities.
So far, open platform success stories usually involves only market forces, the success of consumer trust enterprise. Of course, this does not mean that small and medium-sized enterprise or new established enterprise of open innovation strategy will succeed, just a famous brand and strength of the value of the enterprise executes the network foundation a strategy, seemingly easier.
Platform strategy in the open innovation plays an important role, platform development made open innovation process the relations of cooperation properties. The degree of openness is bigger, the platform can strengthen the cooperation business partner. When the platform dependent on open modular structure (rather than closed when the sizzling a) for the entire business, will create more innovation ecological system opportunities. Therefore, the network exterior effect is the core of open innovation power. Platform for other companies to use software business combining with each other, and innovation; In a self-reinforcing cycle and in turn, amazon, supported the related technology transfer to the entire ecosystem in.
I am Anay a professional editor from China Food, and my work is to promote a free online trade platform.
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