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Analysis of Boundary Resources in B2B Software Platforms Maximilian Schreieck, Robert Finke, Manuel Wiesche, Helmut Krcmar EWSECO 2017, Darmstadt November 23, 2017

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Analysis of Boundary Resources in B2B Software Platforms Maximilian Schreieck, Robert Finke, Manuel Wiesche, Helmut Krcmar EWSECO 2017, Darmstadt November 23, 2017 Sandbox vs. Toolbox – Analysis of Boundary Resources in B2B Software Platforms Maximilian Schreieck, Robert Finke, Manuel Wiesche, Helmut Krcmar EWSECO 2017, Darmstadt November 23, 2017 Informatics 17 - Chair for Information SystemsTUM Faculty of Informatics Technische Universität München www.i17.in.tum.de Agenda 1 Motivation 2 Background & Method 3 Results & Interpretation © Prof. Dr. Helmut Krcmar 2 © Prof. Dr. Helmut Krcmar 3 Motivation Challenge • The interplay of boundary resources and value co-creation is not fully understood • Research is limited to B2C platforms although B2B platforms gain importance Goal • Identify concepts of boundary resources applied in practice by analyzing the use of boundary resources by IBM Bluemix and Salesforce • Improve our understanding of the influence of boundary resources on value co-creation © Prof. Dr. Helmut Krcmar 4 Research questions What boundary resources can be identified in literature and practice? How does the design of boundary resources impact value co- creation in B2B software platforms? © Prof. Dr. Helmut Krcmar 5 Agenda 1 Motivation 2 Background & Method 3 Results & Interpretation © Prof. Dr. Helmut Krcmar 6 Software platforms Complementor Complementor Complementor 1 2 3 Complement 1 Complement 2 Complement 3 Platform Complement 1 End User 1 Owner Complement 2 Complement 3 End User 2 Definition • Multisided (market and/or development) platform • Higher innovation rates and higher competitiveness than traditional business models • Ecosystem of third-party developers is leveraged Sources: (Cusumano, 2010; Evans, Hagiu, & Schmalensee, 2006; Tiwana, 2014) © Prof. Dr. Helmut Krcmar 7 Boundary resources Definition • Resources that support developers in their development efforts • They define interaction with the platform • They implement platform governance Application Boundary Development Boundary Social Boundary Resources Resources Resources • Technical resources • Support of the • Control interactions and E.g.: APIs, technologies, development process behavior frameworks E.g.: SDKs, IDEs, GUI • E.g.: Partner program, Builder, Marketplace documentation, training Sources: (Bianco, Myllarniemi, Komssi, & Raatikainen, 2014; Ghazawneh & Henfridsson, 2013) © Prof. Dr. Helmut Krcmar 8 Value co-creation IT Capabilities • Functionality and technologies for application development IT Capabilities • Enable the development of apps and thus co-creation Control • Incentivize developers • Control developers Co- Ecosystem Control • Gatekeeping, process, metrics und creation relational control mechanisms Knowledge exchange • Development and market knowledge • Exchange between ecosystem participants Knowledge exchange Ecosystem • Context of the co-creation process • Size of the ecosystem, number and Sources: (Ceccagnoli, Forman, Huang, & Wu, 2012; Faustino & Picoto, 2014; Grover & Kohli, 2012; quality of offers Ranjan & Read, 2016; Sarker, Sarker, Sahaym, & Bjørn-Andersen, 2012) © Prof. Dr. Helmut Krcmar 9 Method Explorative literature research Theoretical background Multiple case study on boundary resources Structured analysis of publicly available data such as • Websites, in particular FAQ and help sections • Developer documentation • Partner program information • Press releases and news article • In sum ~950 data sources Use of grounded theory methodology procedures for coding of data Sources: (Kaplan & Maxwell, 2005; Recker, 2013; Yin, 2013, Wiesche et al., 2017) © Prof. Dr. Helmut Krcmar 10 Agenda 1 Motivation 2 Background & Method 3 Results & Interpretation © Prof. Dr. Helmut Krcmar 11 Identified boundary resources IBM Bluemix Salesforce Application Boundary Resources s Available APIs Bluemix Platform APIs IBM API Connect - self created APIs Comprehensive tool on Bluemix to create and manage APIs Marketing Cloud Content Builder API (REST) Access to marketing content, such as emails, images, text, Social Boundary Resources and other documents Partner Program Name IBM Marketplace Partner Program Partner program to access the IBM marketplace with over 25 million IBM customers, visitors, partners and developers. AppExchange Partner Program For Independent Software Vendors (ISV) Infrastructure API APIs to access the Bluemix infrastructure. Supported formats Journey Builder API (REST) Interface for designing individualized customer Build and integrate services into the IBM Marketplace and/or Bluemix Catalog. are SOAP, REST and XML-RPC for the programming laguages communication plans (journeys) This is linked with the IBM-wide marketplace. Visibility can be set afterwards, that the complementary service is only visible C#, PERL, PHP, Python, Ruby and .NET Compute APIs IBM Bluemix OpenWhisk Mobile Connect API (REST) Send SMS to customers in the Bluemix Catalog. Mobile APIs Push Notifications Web Services SOAP API Access to email functionality IBM Partner World Free marketing and enablement program for any IBM Business Partners that develop and sell IBM-based solutions, products For Consultants Services APIs Data & Analytics APIs Chef Watson Force.com Data APIs Industries REST API Access to individual records in an org or services. Includes benefits for Marketing, Selling, Technical Support and Training. Discounts on training and certification Geosoatial Analytics Platform Encryption REST API Control own tenant secrets on own premises Services and Solution Provider Program For building enterprise cloud applications and business services on Bluemix. For Bluemix customers; not relevant for Historical Instrument Analytics Bulk API (optimized REST) Handle huge datasets, e.g. as migration tool complementors IBM Bluemix Data Connect API Chatter REST API Feed based information stream of salesforce data IBM Bluemix Lift Activities API Metadata API Manage customized metadata that defines custom objects IBM Cloud Solution Provider Program and layout models IBM PAIRS Services REST API Access to single records and queries in the Force.com platform IBM Research Career Advisor SOAP API Customize prebuild applications on the Force.com platform Referral Program Reffer IBM Bluemix to companies and receive a commission - Not for complementors Incentive Compensation Management Streaming API Receive notification for changes to Salesforce data for internal and external applications Instrument Analytics Tooling API Build custom development tools for Force.com applications Reseller Program Sell cloud platform services as your product offering - Not for complementors Investment Portfolio Mobile Live Agent REST API Extend functionality of chat windows in native Android and iOS apps and merge them with Salesforce applications Mandatory Marketplace Partner Program: Yes Yes Portfolio Optimization User Interface REST API Crate custom native Andorid, iOS or web app and access participation Partner World: No metadata, layout information and data to display, edit and create a record Predictive Market Scenarios Analytics Wave Analytics REST API Access datasets from the Analytics Platform Benefits & Business Opportunity in the IBM Marketplace and Bluemix Access to the marketplace with a huge number of enterprise users. Access to the marketplace. Simulated Historical Instrumend Analytics Analytics External Data API Make external data available on Analytics Platform Incentives Catalog Increased visibility, marketing support (Bluemix listings only), Lead generation to own site and analytics reporting of listings's Access to Developers Community Simulated Instrument Analytics Einstein Vision API AI based image classification sales performance (Marketplace listing only), promotion for offering events, advertisisng and webinars Access to AppExchange Marketing Program Streaming Analytics Data.com Search API Find contact and company records (to purchase) Handling of billing and paments after 2018 Access to Partner Success Plans (special support) Watson Data Platform Core Services Match API Update existing contact and company records with the latest Data.com records Marketing Support in Partner World Support for promotion, marketing, networking and market Direct contact for support to Salesforce's experts See "Direct communication" Weather Alerts for Insurance Purchase API Purchase and retreive Data.com records insights in PartnerWorld. Weather Company Alerts DUNSRight Match API Update existing company records with the latest Data.com Marketing Support in Bluemic Catalog Support from Bluemix Sales and Advocate Teams to promote Access to Account Manager Supports the partner for individual questions records according to their DUNS number services (for Bluemix Catalog only, not for IBM Marketplace Marketing Marketplace API Apex Apex REST API Expose Apex classes and methods to external applications listings) Watson Marketing Insights Export API Apex SOAP API Expose Apex classes and methods to external applications Watson Marketing Insights Profile API Not specified Place Order REST API Access to contracts, orders and order product data Program and discounts for Start Ups Salesforce Platform Fund Fund to invest in companies based on Salesforce's platform or for it with a funding of $100 Mio. Watson Marketing Insights Import API Reports and Dashboard REST API Access report and dashboard data from the report builder Partnership Levels Only in IBM Partner World Registered Requirements: none Registered Annual contract value (ACV) < $30,000 Special benefits for each level. and dashboard builder from internal and external apps Watson Marketing Insights Configuration API Social Studio REST API Retreving, analyzing and modifying social media data
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