The criteria for platforming

As will be the case with most of the OI models and tools, there will be a heavy reliance on technology, more specifically collaborative software enabled by Web 2.0 technologies and the emergence of the social web.

Thus, although it cannot definitely be stated as a criterion for platforming, the dependence on advanced technologies should be clearly assessed. Whether this incorporation of technology will be found in the product/service itself, or in the communication channels through which platforming will occur, it cannot be avoided. It forms the dynamic backbone for platforming to be successful as an OI model.

It is interesting to note that Piller et al. (2004) propose the mobile phone games market as an excellent opportunity for the application of platforming (user design toolkits). This proves that the dynamism needed to successfully deploy the platforming concept is indeed important, as in the case of mobile gaming: the software background provides this dynamic capability.

Piller et al. (2004) state that a platform (toolkit) must have the following characteristics: User-friendly operation – easy to operate, intuitively structured

Libraries – basic functionality from which customisations can be built

“Trial and error” – the capability to do iterative designs, and iterative design testing Solution space – a defined solution space that provides room for creative user creations. These proposed characteristics will be included in the development of the proposed organisation criteria for platforming, which are as follows:

Base product/service/brand

A base product, service or brand is the primary requirement for the platforming model to be able to function. It is on this foundation that the prosumer additions and alterations will be built.

The base product/service must be accessible and customisable

Various features and facets of the product or service must be accessible for the prosumer to customise and use. The level of difficulty associated with accessing these features/facets

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should be minimised. The reasoning is that barriers to contribution should be minimised to promote prosumer involvement and usage of the base product or service features.

The product/service should thus be designed in such a way that features and facets, which would have been unreachable in a closed innovation product, can now be accessed and customised.

The basic product libraries suggested by Piller et al. (2004) should be incorporated, and made accessible and customisable.

Collaborative communication channels

A well-suited and effective communications and collaboration medium must be employed or established to foster co-development between the organisation and the prosumer, as well as on an inter-prosumer level.

This communication medium must enable prosumers to share platform developments and alterations made to the base product or service.

Infrastructure and manpower to support facilitation

The correct infrastructure and prolonged employee involvement is a necessity and just as important as the abovementioned communication channels to support the facilitation process.

Willing participatory prosumers

A base of loyal prosumers is a necessity to allow the product or service to be exploited as a platform. As was mentioned before, the value received from mass collaboration is directly related to the number of participants.

The product/service must be well marketed

The innovations gained from this model will only be maximised if the maximum number of prosumers is participating in the exercise. This can only be achieved by offering a product/ service that the prosumers need and/or want, and by effectively marketing the platform product in such a way as to meet that need and/or want.

Proper market research is thus needed to ensure that the product/service that the organisation is considering as a platform will be accepted and used by the prosumer base.

Incentive reward scheme for prosumers

To maximise the involvement of prosumer contributions, an incentive scheme should be put in place. The type of reward should be relevant to the industry or line of products.

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Forte and Bruckman (2005) suggest that contributions towards an Open Innovation service or product should be rewarded based on the same principles as those on which scientific contributions are awarded: crediting and respect from fellow contributors.

Thus, the emphasis should not be exclusively on financial rewards, but an incentive scheme fitting to the specific product, service or product range should be available.

The limits of customisability

The extent to which the product/service is customisable should be limited in such a way that platform extensions can only be promoted and financially exploited through the organisation offering the platform.

This hierarchical control is a necessity to ensure that the organisation gains value from the exercise.

The attractiveness to prosumers

It should be evaluated whether the specific product is relevant, and if it would attract enough prosumer attention to actually convince the prosumers to become involved in the customisation of the product. This exercise should minimise the risk of launching an “empty” product, and then not receiving any prosumer input.