플랫폼서비스 생태계의 개념적 유형화

Conceptual Typology for Platform Service Ecosystems

This study first introduces platform services and their business models. On the basis of the concepts of business ecosystem, we present a framework for distinguishing types of the platform service business models. Two key characteristics of business ecosystems？？ ecosystem configuration and value production process？？ are employed as fundamental dimensions for constructing typology. In particular, we also present the notion of value ecosystem, where not a single platform provider but a federation of platforms constitutes a virtual platform and completes a service system. The value ecosystem represents two distinct types of platform service business models : meta-platform ecosystem and platform coalition ecosystem. They show different governance structure in the platform federation and service flows across the ecosystem. We present detailed analyses of these two value ecosystems focusing on relevant cases of e-payment FinTech : Apple Pay as an example of meta-platform and Kakao Pay for platform coalition. Our conceptual typology contributes to platforms’ proper strategy formulation and presents policy implications to, for example, platform neutrality.