T he International Postal Corporation (IPC) and the USPS’ Office of Inspector General (OIG) have both recently shown interest in the concept of digital platforms and their applicability to the postal world. Professor Marshall Van Alstyne, Associate Professor of information economics at Boston University/MIT, provided both organizations with over- views of his research in this area. Typical examples of digital platforms include desktop oper- ating systems such as UNIX, Mac and Windows; PDAs such as Palm, Psion or Newton; game consoles; payment systems; and mobile devices such as iPhone, Android, Symbian or Blackberry. The success of these platforms has relied on the presence of networks of users and providers, and common components that create sustainable eco-systems. Fig. 1 on the next page shows the four key stakeholders of a platform and its supporting eco-system 1 . Users, the demand side. These are the target consumers of the platform solutions and services. Solution developers, the supply side. They provide services that at- tract users to the platform. Providers. The Microsoft Windows operating system was mainly pro- vided to users by PC manufacturers when they acquired their comput- ers, not direct by Microsoft. Providers are typically the contact point for the developers and the users. Sponsors. Sponsors are usually responsible for providing the over- all organizing structure for a plat- form, its rules and governance. This may include the original de- sign of the platform and control of its underlying technology and the overall intellectual property rights. A sponsor’s objective is to make other participants see how they are better off by being part of the BERNARD MARKOWICZ AND PIERRE KACHA decision/analysis partners LLC Reprinted from the February 2012 Edition of the Mail & Express Review, Post & Parcel. Developing Postal Platforms Working with the private sector The concept of platform 1 Eisenmann, T, Parker, G. & Van Alstyne, M (2009) "Opening Platforms: How, When & Why" Ch 6 in Platforms, markets and innovation, A. Gawer (editor) Edward Elgar Publishing pp 131-162.
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The International PostalCorporation (IPC) and theUSPS’ Office of Inspector
General (OIG) have bothrecently shown interest in theconcept of digital platforms andtheir applicability to the postalworld. Professor Marshall VanAlstyne, Associate Professor ofinformation economics atBoston University/MIT, providedboth organizations with over-views of his research in thisarea.
Typical examples of digitalplatforms include desktop oper-ating systems such as UNIX,Mac and Windows; PDAs such asPalm, Psion or Newton; gameconsoles; payment systems; andmobile devices such as iPhone,Android, Symbian or Blackberry.The success of these platforms hasrelied on the presence of networksof users and providers, andcommon components that createsustainable eco-systems.
Fig. 1 on the next page shows thefour key stakeholders of a platformand its supporting eco-system1.
Users, the demand side. These arethe target consumers of the platformsolutions and services.
Solution developers, the supplyside. They provide services that at-tract users to the platform.
Providers. The Microsoft Windowsoperating system was mainly pro-vided to users by PC manufacturerswhen they acquired their comput-ers, not direct by Microsoft.Providers are typically the contact
point for the developers and theusers.
Sponsors. Sponsors are usuallyresponsible for providing the over-all organizing structure for a plat-form, its rules and governance.This may include the original de-sign of the platform and control ofits underlying technology and theoverall intellectual property rights.A sponsor’s objective is to makeother participants see how they arebetter off by being part of the
BERNARD MARKOWICZ AND PIERRE KACHA
decision/analysis partners LLC
Reprinted from the February 2012 Edition of the Mail & Express Review, Post & Parcel.
Developing Postal PlatformsWorking with the private sector
The concept of platform
1Eisenmann, T, Parker, G. & Van Alstyne, M (2009) "Opening Platforms: How, When & Why" Ch 6 in Platforms, markets and innovation, A. Gawer (editor) Edward Elgar Publishing pp 131-162.
system rather than outside of it.What renders a platform suc-
cessful is the network effect. Usersare attracted to the platform becauseof the innovative solutions it makes
available to them. Entrepreneurs andsolution developers are attracted tothe platform because of the poten-tially lucrative number of users look-ing for solutions and value. Thesedesirable network effects do not hap-pen by chance. They are the result ofwell engineered, well designed rulesupon which these platforms are built,and which encourage solution devel-opers to bring their innovative ideasand energy to a platform. Theserules basically open the platform tooutside private investors by sharingrevenue and intellectual property,and by providing the right amount ofcentral development and strategicguidance.
Research shows that the level ofopenness in governance rules playsan important role in the success ofthe platform. For instance, the My-Space social network was a closedplatform where managementrequired all development to be per-
formed within the company. Face-book, on the other hand, made thedecision to open itself to outside ap-plications and developers. A com-parison between the two platforms
shows that Facebook’s numberof users shot up considerablycompared to MySpace oncethey decided to do this.
Private participation inpostal solutions
Posts around the worldare confronted with significantchallenges caused by the de-cline in traditional mail vol-umes and competition from
private operators. Posts need todevelop strategies that create newsources of revenue, yet maintainthe essential role of the post insociety.
Of course posts already oper-ate platforms, mainly physical dis-tribution platforms, sometimes cou-pled with banking services. Thechallenge is to gain access to newplatforms and to new sources ofrevenue. Several posts have in-deed developed solutions. A goodexample is Swiss Post, as its CEOexplains elsewhere in this issue ofthe Review. Such solutions areoffered and managed by thepost itself, and integrate with itsdistribution network and plat-form. Development of such solu-tions represents an importantand positive step for posts, withthe promise of new customers,and increased revenues fromexisting ones.
We believe, however, that
opening the postal infrastructure toprivately sponsored and operatedsolutions would represent a moresignificant opportunity for posts,introducing the private sector tosupport a strategy that will be lessrisky, more innovative, and moresuccessful.
Less risky. By opening up the postalplatform to the private sector, postswill limit the amount of capital re-quired to develop new solutions andnew services that may sometimesbring disappointing results. Thisfrees them to use their capital andresources for critical network infra-structure and platform investments.
More innovative. Private participa-tion will bring more innovation andexperimentation. Control of the plat-form by postal operators will ensurea public sector orientation, whileopening it to the private sector willbring in innovation and drive. Thiswill bring new thinking, new domainexpertise (for instance, in depthknowledge of specific growing mar-kets such as health care) and newexperiences and qualifications.
Reprinted from the February 2012 Edition of the Mail & Express Review, Post & Parcel.
oo
Providers
Sponsor
Users SolutionDevelopers
Figure 1
More successful. This strategy,which reduces risk and increasesinnovation, will ultimately result innew value added services that com-plement the primary mission of thepost, and, ideally, create networkeffects that bring more users andsolution providers to the platform,thus increasing revenue.
Strategy for the introduction ofnew solutions
The success of the strategy toopen the infrastructure to private so-lutions will depend, in part, on thetypes of services and solutions tar-geted by the post and its privatepartners. These solutions canrange from services that exploit theofficial, universal nature of postalservices, to those that leverage thecommercial value of the informationthat can be collected about cus-tomers and users.
The official, universal nature ofthe postal service evokes servicessuch as digital alternatives or com-plements to mail distribution. Oth-ers include electronic governmentservices, and serving as an officialinterface between government andits citizens. Maintaining informationprivacy is critical to these types ofsolutions. At the other end of thespectrum are applications that try toleverage information about cus-tomers that would enable discoveryof their preferences by analyzingthe nature and content of mail andpackages and thereby exploitingthe so-called “Big Data”. It would bedifficult for a postal operator to sup-ply these two types of solutions at
the same time, claiming the utmostrespect for privacy on the one hand,but monetizing it on the other.
Posts will need to take an ag-gressive approach to the adoptionof new services in order to allow forthe creation of network effects. Thiswould include offering depth andbreadth of services from the outset.For instance, if offering governmentsupport services, these shouldcover a wide range of popularneeds spreading over many gov-ernment agencies. If nascent orpartial solutions already exist, theyshould be integrated into the newplatform offering.
Another tactic is to work with highbrand groups of users and solutiondevelopers to gain instant approvaland traction, and, again, generatenetwork effects. Co-opting highbrands is also a way to prevent themfrom offering competitive services.
As Professor Van Alstyne pointsout, postal pricing relies almost al-ways on the sender paying for ship-ping services. Under new solution
scenarios, however, revenues couldbe generated by third parties payingfor information, or gathered from thereceiver, especially if the servicesprovide information or value thereceivers are requesting and arewilling to pay for.
Sample solutionsBelow is a list of possible solu-
tions that would open up the postalplatform to private participation.
e-Gov/e-Gov Lite. Posts can lever-age their privileged relationships withpublic agencies and with citizens tooffer support with administrativeformalities, helping citizens interfacewith government agencies, request-ing, gathering and submitting recordsand forms to the right place on theirbehalf. This is sometimes referred toas e-Gov Lite because it does notrequire significant governmentalprocess redesign. These servicescan be developed and managed bya private entity within the postal net-work, as is the case in Lebanon. The
Reprinted from the February 2012 Edition of the Mail & Express Review, Post & Parcel.
decision/analysis partners, LLC10400 Eaton Place, Suite 315 Fairfax, Virginia 22030 USA � 1.703.691.0380 � www.decisionanalysis.net
solution leverages existing retail out-lets, the postal network, and paymentsystems already in place. A softwareapplication can be used to automateand track requests, and break downeach type of service to its workflowcomponents to track progress, andmake it easier to perform.
E-commerce. Some posts, such asSaudi Arabia, have developede-commerce platforms, or, likeCanada Post with BorderFree,integrated e-commerce moreclosely with their core business.In a private sector based approach,posts enable private companies tointegrate more fully not only byexchanging information, but alsothrough opening up the postalphysical distribution network in suchareas as integrated returns process-ing; determination of fully landedcosts for dutiable shipments; track,trace and hold; online invoicing andpayments; customer service; andbusiness services such as storage,kitting, labeling and environmentaldisposal of spoiled items.
e-Mailbox/e-Lockbox. Posts havetalked about providing digital servicessuch as secure email for the purposeof converting physical mail to digital,integrating personalized multimedia inmarketing campaigns, providingsecure storage and archival of highvalue documents, and supportinge-government services. The Norwe-
gian and Finnish posts have devel-oped such services, with varyingdegrees of customer acceptance.Canada Post has developed e-Post,in part, for users to receive bankstatements, utility and credit cardbills, and similar transactional corre-spondence. Our approach wouldsolicit the private sector to come upwith solutions already developed orpartly developed, and jointly marketthem; and require the postal operatorto provide infrastructural servicessuch as user authentication, informa-tion privacy and data security.
Custom logistics. Posts can offercustom logistics services to com-plement their regular distributionmission. In our approach, operatorsopen their distribution platforms withon and off ramps at various pointsin the postal distribution process.Private companies can process re-placement parts through the postalinfrastructure, or store kits withinlarge postal plants, then assemblethem, repack them or re-label themwithin the network. Solutions couldleverage all elements of the distribu-tion infrastructure, and address thespecific needs of selected industrialsectors such as drug distribution,luxury items, perishable goods, etc.
AdMail/TransPromo. The postencourages private innovators todevelop advertising solutions thatleverage information about customers
and their preferences, focus on spe-cific customer segments, mergetransactional and advertising mail, ortake advantage of available space.These solution providers could helpdesign campaigns, mailing, mail pro-duction, and multichannel marketingfor large as well as small businesses.Postal operator data could help thesesolution providers identify and targettheir customers, manage addresslists, and create mailings, which, inturn, would generate traffic andadditional revenues.
Next stepsPosts interested in pursuing a
platform approach need to plantheir strategy carefully. They mustdevelop the vision, define the solu-tion focus areas, and specify thebusiness rules that will set the foun-dation for content, revenue andintellectual property sharing. Focusareas for solutions should be care-fully evaluated, based on individualand business needs, the competi-tive situation, and the legislativeenvironment. Posts should thenengage in a campaign to identifypotential private players, and put inplace a replicable process to evalu-ate their proposed solutions.Finally, strict performance measuresshould be established to determineif and when failing solutions shouldbe eliminated.
decision/analysis partners headed a workshop for OIG on digital platforms with Professor van Alstyne in November 2011, as part of a study on the digital divide.
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