Platform evangelism
Encyclopedia
Platform evangelism is the application of technology evangelism
to a multi-sided platform. It seeks to accelerate the growth of a platform's commercial ecosystem of complementary goods, created by independent (third-party) developers, as a means to the end
of maximizing the platform's market share
.
; readers and advertisers of a newspaper
; and men and women at an online dating service
. The platform vendor can profit by capturing a portion of the value created. Platform vendors can serve as de facto
regulators of their markets.
and the other of independent (third-party) developers. Independent developers produce and sell complementary goods, also called "platform applications," directly to the platform's consumers. These applications rely on the platform's services to function. Generally speaking, consumers prefer a platform with more and higher-value applications, while developers prefer a platform with more and higher-paying consumers.
Recent examples of two-sided platforms that successfully attracted both consumers and developers include Apple iPhone
, Nintendo
Wii
, Adobe
Flash
, and Microsoft
Windows
.
Other examples include household electricity
(for appliances
), the farm tractor's
three-point hitch
(for farming implements), camera lens mount
s (for interchangeable lenses), and media players
such as record players, CD players, and DVD player
s (for media content).
is the attempt to convince third parties to develop complementary goods for the platform's commercial ecosystem. The characteristics of successful platform evangelists and salespersons are essentially identical, including deep product knowledge, empathy
, humor, integrity
, communication
skills, positive attitude, infectious enthusiasm
, a sincere desire to help others, etc. The primary difference is in "hunger for money" among salespersons. This is unlikely to be satisfied by technology evangelism, which is more likely to be a cost center than a profit center
, and hence incapable of paying sales-like commissions
.
(the platform). As such, platform evangelism is responsible for creating the resources that enable developers to progress swiftly through the innovation adoption process ("developer enablement resources").
Each different phase of the platform adoption process requires different developer enablement resources. It is the responsibility of the platform evangelist to ensure that each developer enablement resource comes into existence in a timely manner.
gathers information about the activities and intentions of other platform vendors from sources in and around the developer ecosystem.
of multi-sided platforms, platform evangelism will often engage in de facto
regulation of the commercial ecosystem that surrounds its platform. Such regulation combines legal, technological, informational, and other instruments (along with price setting) to minimize the costs of externalities
, complexity, uncertainty, information asymmetry
, and coordination problems
.
two-sided platforms―each offering roughly the same benefits on the developer side―start diffusing
through a market
at approximately the same time. Each platform's vendor competes with the other vendors, via platform evangelism, to gain market share among the market's potential developers.
. This tends to become a self-fulfilling prophecy
, in which the platform which is initially perceived to have the highest lifetime profit opportunity
tends to accumulate the most applications, which then makes it more attractive to consumers, which makes it more attractive to developers, etc., in a virtuous cycle, until a critical mass
(also known as a tipping point) is reached, such that it out-competes the other platforms…and eventually does indeed comes to offer the highest lifetime profit potential, as prophesied. This makes it very important for a platform vendor to convince developers from the outset, even before the platform becomes commercially available to consumers, that its platform will have the highest lifetime profit potential. This contributes to the high-tech
industry's hype cycle
.
. If the number of reasonable platform choices in a market falls to 1, then that "only reasonable choice" becomes the market's de facto standard
(also known as its Dominant Design
) by definition.
the de facto standard, with its market share
approaching 100%. Markets that are highly interconnected are more resistant to change than less interconnected markets. Lock-in
tends to make a de facto standard impervious to incremental competition, such that only a disruptive innovation
can displace it. Owning a locked-in de facto standard can be a license to print money for a very long time.
of complementary goods, with high switch-out costs, can create first-mover advantages that can go a long way towards ensuring that one gets a viable share of the mature market.
In short, it is platform evangelism's responsibility to design, develop, maintain, and extend the size and health of the platform's ecosystem, such that potential developers will choose to participate first, best, or only in that ecosystem.
Ultimately, these are all means to the end
of gaining the highest possible share
of the developer side of the targeted market. Whether this is, in turn, a means to the end of maximizing share on the market's consumer side, or vice versa, depends on the platform vendor's pricing strategy.
More generally, evangelizing the developer side of a multi-sided platform can be seen as using social influence to accelerate the diffusion of an innovation, within a dynamic system, in the presence of network effects, for economic gain (to the platform vendor
or to society as a whole
). Therefore, a solid understanding of the theory and practice of social influence
, diffusion of innovations
, system dynamics
, innovation dynamics, network effect
s, innovation economics
, and the economics of multi-sided platforms is essential to the design
and management
of efficient and effective
platform evangelism campaigns.
Most of the theory and practice of platform evangelism, as influenced by these theoretical underpinnings, has yet to be comprehensively documented, and is therefore not available to novice evangelists or their managers. Because the development of expertise in any domain takes considerable time and practice, vendors of new platforms cannot reasonably be expected to have in-house expertise in designing and managing effective platform evangelism campaigns.
Technology evangelism
Technology evangelism is the use of evangelism marketing to promote a tool.-Job titles:A person who practices technology evangelism is a Technology Evangelist, but different firms use different job titles for this position.-Apple: Evangelist:...
to a multi-sided platform. It seeks to accelerate the growth of a platform's commercial ecosystem of complementary goods, created by independent (third-party) developers, as a means to the end
Means to an end
In philosophy, the term means to an end refers to any action that the sole purpose of it is to achieve something else . It can be thought of as a metaphysical distinction, as no empirical information differentiates actions that are means to ends from those that are not—that are "ends in...
of maximizing the platform's market share
Market share
Market share is the percentage of a market accounted for by a specific entity. In a survey of nearly 200 senior marketing managers, 67 percent responded that they found the "dollar market share" metric very useful, while 61% found "unit market share" very useful.Marketers need to be able to...
.
Multi-sided platforms
A multi-sided platform creates value by bringing together two or more different groups who can create more value together than apart. Examples include buyers and sellers at an auctionAuction
An auction is a process of buying and selling goods or services by offering them up for bid, taking bids, and then selling the item to the highest bidder...
; readers and advertisers of a newspaper
Newspaper
A newspaper is a scheduled publication containing news of current events, informative articles, diverse features and advertising. It usually is printed on relatively inexpensive, low-grade paper such as newsprint. By 2007, there were 6580 daily newspapers in the world selling 395 million copies a...
; and men and women at an online dating service
Online dating service
Online dating or Internet dating is a dating system which allows individuals, couples and groups to make contact and communicate with each other over the Internet, usually with the objective of developing a personal, romantic, or sexual relationship...
. The platform vendor can profit by capturing a portion of the value created. Platform vendors can serve as de facto
De facto
De facto is a Latin expression that means "concerning fact." In law, it often means "in practice but not necessarily ordained by law" or "in practice or actuality, but not officially established." It is commonly used in contrast to de jure when referring to matters of law, governance, or...
regulators of their markets.
Developers and consumers
Many platforms have only two sides: one of consumersConsumer
Consumer is a broad label for any individuals or households that use goods generated within the economy. The concept of a consumer occurs in different contexts, so that the usage and significance of the term may vary.-Economics and marketing:...
and the other of independent (third-party) developers. Independent developers produce and sell complementary goods, also called "platform applications," directly to the platform's consumers. These applications rely on the platform's services to function. Generally speaking, consumers prefer a platform with more and higher-value applications, while developers prefer a platform with more and higher-paying consumers.
Recent examples of two-sided platforms that successfully attracted both consumers and developers include Apple iPhone
IPhone
The iPhone is a line of Internet and multimedia-enabled smartphones marketed by Apple Inc. The first iPhone was unveiled by Steve Jobs, then CEO of Apple, on January 9, 2007, and released on June 29, 2007...
, Nintendo
Nintendo
is a multinational corporation located in Kyoto, Japan. Founded on September 23, 1889 by Fusajiro Yamauchi, it produced handmade hanafuda cards. By 1963, the company had tried several small niche businesses, such as a cab company and a love hotel....
Wii
Wii
The Wii is a home video game console released by Nintendo on November 19, 2006. As a seventh-generation console, the Wii primarily competes with Microsoft's Xbox 360 and Sony's PlayStation 3. Nintendo states that its console targets a broader demographic than that of the two others...
, Adobe
Adobe Systems
Adobe Systems Incorporated is an American computer software company founded in 1982 and headquartered in San Jose, California, United States...
Flash
Adobe Flash
Adobe Flash is a multimedia platform used to add animation, video, and interactivity to web pages. Flash is frequently used for advertisements, games and flash animations for broadcast...
, and Microsoft
Microsoft
Microsoft Corporation is an American public multinational corporation headquartered in Redmond, Washington, USA that develops, manufactures, licenses, and supports a wide range of products and services predominantly related to computing through its various product divisions...
Windows
Microsoft Windows
Microsoft Windows is a series of operating systems produced by Microsoft.Microsoft introduced an operating environment named Windows on November 20, 1985 as an add-on to MS-DOS in response to the growing interest in graphical user interfaces . Microsoft Windows came to dominate the world's personal...
.
Other examples include household electricity
Electricity distribution
File:Electricity grid simple- North America.svg|thumb|380px|right|Simplified diagram of AC electricity distribution from generation stations to consumers...
(for appliances
Small appliance
Small appliance refers to a class of home appliances that are portable or semi-portable or which are used on tabletops, countertops, or other platforms in the United States of America...
), the farm tractor's
Tractor
A tractor is a vehicle specifically designed to deliver a high tractive effort at slow speeds, for the purposes of hauling a trailer or machinery used in agriculture or construction...
three-point hitch
Three-point hitch
The three-point hitch most often refers to the way ploughs and other implements are attached to an agricultural tractor. The three points resemble either a triangle, or the letter A...
(for farming implements), camera lens mount
Lens mount
A lens mount is an interface — mechanical and often also electrical — between a photographic camera body and a lens. It is confined to cameras where the body allows interchangeable lenses, most usually the single lens reflex type or any movie camera of 16 mm or higher gauge...
s (for interchangeable lenses), and media players
Data storage device
thumb|200px|right|A reel-to-reel tape recorder .The magnetic tape is a data storage medium. The recorder is data storage equipment using a portable medium to store the data....
such as record players, CD players, and DVD player
DVD player
A DVD player is a device that plays discs produced under both the DVD-Video and DVD-Audio technical standards, two different and incompatible standards. These devices were invented in 1997 and continue to thrive...
s (for media content).
Functions of platform evangelism
Platform evangelism establishes and nutures a platform ecosystem, which requires four simultaneous activities: 1) sales, 2) feedback, 3) intelligence, and 4) regulation.Ecosystem sales
Ecosystem salesSales
A sale is the act of selling a product or service in return for money or other compensation. It is an act of completion of a commercial activity....
is the attempt to convince third parties to develop complementary goods for the platform's commercial ecosystem. The characteristics of successful platform evangelists and salespersons are essentially identical, including deep product knowledge, empathy
Empathy
Empathy is the capacity to recognize and, to some extent, share feelings that are being experienced by another sapient or semi-sapient being. Someone may need to have a certain amount of empathy before they are able to feel compassion. The English word was coined in 1909 by E.B...
, humor, integrity
Integrity
Integrity is a concept of consistency of actions, values, methods, measures, principles, expectations, and outcomes. In ethics, integrity is regarded as the honesty and truthfulness or accuracy of one's actions...
, communication
Communication
Communication is the activity of conveying meaningful information. Communication requires a sender, a message, and an intended recipient, although the receiver need not be present or aware of the sender's intent to communicate at the time of communication; thus communication can occur across vast...
skills, positive attitude, infectious enthusiasm
Enthusiasm
Enthusiasm originally meant inspiration or possession by a divine afflatus or by the presence of a god. Johnson's Dictionary, the first comprehensive dictionary of the English language, defines enthusiasm as "a vain belief of private revelation; a vain confidence of divine favour or...
, a sincere desire to help others, etc. The primary difference is in "hunger for money" among salespersons. This is unlikely to be satisfied by technology evangelism, which is more likely to be a cost center than a profit center
Profit center
A profit center is a part of a corporation that directly adds to its profit.-Overview :A profit center is a section of a company treated as a separate business. Thus profits or losses for a profit center are calculated separately...
, and hence incapable of paying sales-like commissions
Commission (remuneration)
The payment of commission as remuneration for services rendered or products sold is a common way to reward sales people. Payments often will be calculated on the basis of a percentage of the goods sold...
.
Developer Enablement Resources
This aspect of platform evangelism can be seen as vendor-sponsored change agency in the diffusion of an innovationDiffusion of innovations
Diffusion of Innovations is a theory that seeks to explain how, why, and at what rate new ideas and technology spread through cultures. Everett Rogers, a professor of rural sociology, popularized the theory in his 1962 book Diffusion of Innovations...
(the platform). As such, platform evangelism is responsible for creating the resources that enable developers to progress swiftly through the innovation adoption process ("developer enablement resources").
Each different phase of the platform adoption process requires different developer enablement resources. It is the responsibility of the platform evangelist to ensure that each developer enablement resource comes into existence in a timely manner.
Ecosystem feedback
Because developers will often choose an inferior platform if its rate of improvement suggests that it will soon become the superior platform, even the superior platform must improve rapidly. To facilitate this rapid improvement, platform evangelism organizes and champions the feedback of ecosystem developers within the platform vendor....Ecosystem intelligence
Ecosystem intelligenceIntelligence (information gathering)
Intelligence assessment is the development of forecasts of behaviour or recommended courses of action to the leadership of an organization, based on a wide range of available information sources both overt and covert. Assessments are developed in response to requirements declared by the leadership...
gathers information about the activities and intentions of other platform vendors from sources in and around the developer ecosystem.
Ecosystem regulation
To avoid the market failureMarket failure
Market failure is a concept within economic theory wherein the allocation of goods and services by a free market is not efficient. That is, there exists another conceivable outcome where a market participant may be made better-off without making someone else worse-off...
of multi-sided platforms, platform evangelism will often engage in de facto
De facto
De facto is a Latin expression that means "concerning fact." In law, it often means "in practice but not necessarily ordained by law" or "in practice or actuality, but not officially established." It is commonly used in contrast to de jure when referring to matters of law, governance, or...
regulation of the commercial ecosystem that surrounds its platform. Such regulation combines legal, technological, informational, and other instruments (along with price setting) to minimize the costs of externalities
Externality
In economics, an externality is a cost or benefit, not transmitted through prices, incurred by a party who did not agree to the action causing the cost or benefit...
, complexity, uncertainty, information asymmetry
Information asymmetry
In economics and contract theory, information asymmetry deals with the study of decisions in transactions where one party has more or better information than the other. This creates an imbalance of power in transactions which can sometimes cause the transactions to go awry, a kind of market failure...
, and coordination problems
Coordination game
In game theory, coordination games are a class of games with multiple pure strategy Nash equilibria in which players choose the same or corresponding strategies...
.
Platform competition and platform evangelism
Often, many competingCompetition (economics)
Competition in economics is a term that encompasses the notion of individuals and firms striving for a greater share of a market to sell or buy goods and services...
two-sided platforms―each offering roughly the same benefits on the developer side―start diffusing
Diffusion of innovations
Diffusion of Innovations is a theory that seeks to explain how, why, and at what rate new ideas and technology spread through cultures. Everett Rogers, a professor of rural sociology, popularized the theory in his 1962 book Diffusion of Innovations...
through a market
Market
A market is one of many varieties of systems, institutions, procedures, social relations and infrastructures whereby parties engage in exchange. While parties may exchange goods and services by barter, most markets rely on sellers offering their goods or services in exchange for money from buyers...
at approximately the same time. Each platform's vendor competes with the other vendors, via platform evangelism, to gain market share among the market's potential developers.
Self-fulfilling prophecy
If it is expensive to re-develop an application to target a second (or third) platform, then developers will tend to adopt, first, the platform which they believe has the highest lifetime profit opportunityRate of return
In finance, rate of return , also known as return on investment , rate of profit or sometimes just return, is the ratio of money gained or lost on an investment relative to the amount of money invested. The amount of money gained or lost may be referred to as interest, profit/loss, gain/loss, or...
. This tends to become a self-fulfilling prophecy
Self-fulfilling prophecy
A self-fulfilling prophecy is a prediction that directly or indirectly causes itself to become true, by the very terms of the prophecy itself, due to positive feedback between belief and behavior. Although examples of such prophecies can be found in literature as far back as ancient Greece and...
, in which the platform which is initially perceived to have the highest lifetime profit opportunity
Rate of return
In finance, rate of return , also known as return on investment , rate of profit or sometimes just return, is the ratio of money gained or lost on an investment relative to the amount of money invested. The amount of money gained or lost may be referred to as interest, profit/loss, gain/loss, or...
tends to accumulate the most applications, which then makes it more attractive to consumers, which makes it more attractive to developers, etc., in a virtuous cycle, until a critical mass
Critical mass
A critical mass is the smallest amount of fissile material needed for a sustained nuclear chain reaction. The critical mass of a fissionable material depends upon its nuclear properties A critical mass is the smallest amount of fissile material needed for a sustained nuclear chain reaction. The...
(also known as a tipping point) is reached, such that it out-competes the other platforms…and eventually does indeed comes to offer the highest lifetime profit potential, as prophesied. This makes it very important for a platform vendor to convince developers from the outset, even before the platform becomes commercially available to consumers, that its platform will have the highest lifetime profit potential. This contributes to the high-tech
High tech
High tech is technology that is at the cutting edge: the most advanced technology currently available. It is often used in reference to micro-electronics, rather than other technologies. The adjective form is hyphenated: high-tech or high-technology...
industry's hype cycle
Hype cycle
A hype cycle is a graphic representation of the maturity, adoption and social application of specific technologies. The term was coined by Gartner, Inc.-Rationale:...
.
Network effects, path dependence, and de facto standards
If the market has strong network effects, then those platforms which gain the fewest early adopters may cease to exist, making them unavailable to later potential adopters. This is path dependencePath dependence
Path dependence explains how the set of decisions one faces for any given circumstance is limited by the decisions one has made in the past, even though past circumstances may no longer be relevant....
. If the number of reasonable platform choices in a market falls to 1, then that "only reasonable choice" becomes the market's de facto standard
De facto standard
A de facto standard is a custom, convention, product, or system that has achieved a dominant position by public acceptance or market forces...
(also known as its Dominant Design
Dominant Design
Dominant design is a technology management concept identifying key technological designs that become a de-facto standard in their market place....
) by definition.
Switching costs, lock-in, and profitability
If the cost of switching away from a de facto standard to a new alternative exceeds the benefit gained by the earliest market participants who make that switch, then the market will tend to become locked intoVendor lock-in
In economics, vendor lock-in, also known as proprietary lock-in or customer lock-in, makes a customer dependent on a vendor for products and services, unable to use another vendor without substantial switching costs...
the de facto standard, with its market share
Market share
Market share is the percentage of a market accounted for by a specific entity. In a survey of nearly 200 senior marketing managers, 67 percent responded that they found the "dollar market share" metric very useful, while 61% found "unit market share" very useful.Marketers need to be able to...
approaching 100%. Markets that are highly interconnected are more resistant to change than less interconnected markets. Lock-in
Vendor lock-in
In economics, vendor lock-in, also known as proprietary lock-in or customer lock-in, makes a customer dependent on a vendor for products and services, unable to use another vendor without substantial switching costs...
tends to make a de facto standard impervious to incremental competition, such that only a disruptive innovation
Disruptive technology
A disruptive technology or disruptive innovation is an innovation that helps create a new market and value network, and eventually goes on to disrupt an existing market and value network , displacing an earlier technology there...
can displace it. Owning a locked-in de facto standard can be a license to print money for a very long time.
Mature share
Not all markets become locked into a de facto standard, and indeed, many factors act against such an outcome. However, owning the first platform to establish a critical massCritical mass
A critical mass is the smallest amount of fissile material needed for a sustained nuclear chain reaction. The critical mass of a fissionable material depends upon its nuclear properties A critical mass is the smallest amount of fissile material needed for a sustained nuclear chain reaction. The...
of complementary goods, with high switch-out costs, can create first-mover advantages that can go a long way towards ensuring that one gets a viable share of the mature market.
Means to an end
Therefore, with regard to a two-sided platform's developer side, it is platform evangelism's responsibility to:- Increase the quantity and quality of the platform's complementary goods;
- Provide potential developers of complementary goods with a compelling opportunity for profit;
- Increase awareness of this opportunity among potential developers of complementary goods;
- Reduce the cost and risk associated with developing complementary goods;
- Increase the percentage of the market's complementary goods that are developed first, best, or only for its platform;
- Increase the network effects generated by its platform and its complementary goods;
- Increase the platform's switching-out costs, while decreasing its switching-in costs;
- Oppose the efforts of competing vendors to do likewise.
In short, it is platform evangelism's responsibility to design, develop, maintain, and extend the size and health of the platform's ecosystem, such that potential developers will choose to participate first, best, or only in that ecosystem.
Ultimately, these are all means to the end
Means to an end
In philosophy, the term means to an end refers to any action that the sole purpose of it is to achieve something else . It can be thought of as a metaphysical distinction, as no empirical information differentiates actions that are means to ends from those that are not—that are "ends in...
of gaining the highest possible share
Market share
Market share is the percentage of a market accounted for by a specific entity. In a survey of nearly 200 senior marketing managers, 67 percent responded that they found the "dollar market share" metric very useful, while 61% found "unit market share" very useful.Marketers need to be able to...
of the developer side of the targeted market. Whether this is, in turn, a means to the end of maximizing share on the market's consumer side, or vice versa, depends on the platform vendor's pricing strategy.
- If the platform vendor profits primarily from the developer side (as AdobeAdobe SystemsAdobe Systems Incorporated is an American computer software company founded in 1982 and headquartered in San Jose, California, United States...
does with FlashAdobe FlashAdobe Flash is a multimedia platform used to add animation, video, and interactivity to web pages. Flash is frequently used for advertisements, games and flash animations for broadcast...
), then maximizing developer share is the ultimate end. - If the platform vendor profits primarily from the consumer side (as MicrosoftMicrosoftMicrosoft Corporation is an American public multinational corporation headquartered in Redmond, Washington, USA that develops, manufactures, licenses, and supports a wide range of products and services predominantly related to computing through its various product divisions...
does with WindowsMicrosoft WindowsMicrosoft Windows is a series of operating systems produced by Microsoft.Microsoft introduced an operating environment named Windows on November 20, 1985 as an add-on to MS-DOS in response to the growing interest in graphical user interfaces . Microsoft Windows came to dominate the world's personal...
), then maximizing developer share is a means to the ultimate end of maximizing consumer share.
Theory and management of platform evangelism
The economics of multi-sided markets have only recently been subject to academic scrutiny, so the theory underpinning platform evangelism's regulatory function is likely to be poorly understood by its practitioners—a situation that has contributed to many disastrous market failures.More generally, evangelizing the developer side of a multi-sided platform can be seen as using social influence to accelerate the diffusion of an innovation, within a dynamic system, in the presence of network effects, for economic gain (to the platform vendor
Proprietary software
Proprietary software is computer software licensed under exclusive legal right of the copyright holder. The licensee is given the right to use the software under certain conditions, while restricted from other uses, such as modification, further distribution, or reverse engineering.Complementary...
or to society as a whole
Free software movement
The free software movement is a social and political movement with the goal of ensuring software users' four basic freedoms: the freedom to run their software, to study and change their software, and to redistribute copies with or without changes. The alternative terms "software libre", "open...
). Therefore, a solid understanding of the theory and practice of social influence
Social influence
Social influence occurs when an individual's thoughts, feelings or actions are affected by other people. Social influence takes many forms and can be seen in conformity, socialization, peer pressure, obedience, leadership, persuasion, sales, and marketing...
, diffusion of innovations
Diffusion of innovations
Diffusion of Innovations is a theory that seeks to explain how, why, and at what rate new ideas and technology spread through cultures. Everett Rogers, a professor of rural sociology, popularized the theory in his 1962 book Diffusion of Innovations...
, system dynamics
System dynamics
System dynamics is an approach to understanding the behaviour of complex systems over time. It deals with internal feedback loops and time delays that affect the behaviour of the entire system. What makes using system dynamics different from other approaches to studying complex systems is the use...
, innovation dynamics, network effect
Network effect
In economics and business, a network effect is the effect that one user of a good or service has on the value of that product to other people. When network effect is present, the value of a product or service is dependent on the number of others using it.The classic example is the telephone...
s, innovation economics
Innovation Economics
Innovation economics or economics of innovation is a growing economic doctrine that reformulates conventional economics theory so that knowledge, technology, entrepreneurship, and innovation are positioned at the center of the model rather than seen as independent forces that are largely unaffected...
, and the economics of multi-sided platforms is essential to the design
Design
Design as a noun informally refers to a plan or convention for the construction of an object or a system while “to design” refers to making this plan...
and management
Management
Management in all business and organizational activities is the act of getting people together to accomplish desired goals and objectives using available resources efficiently and effectively...
of efficient and effective
Effectiveness
Effectiveness is the capability of producing a desired result. When something is deemed effective, it means it has an intended or expected outcome, or produces a deep, vivid impression.-Etymology:...
platform evangelism campaigns.
Most of the theory and practice of platform evangelism, as influenced by these theoretical underpinnings, has yet to be comprehensively documented, and is therefore not available to novice evangelists or their managers. Because the development of expertise in any domain takes considerable time and practice, vendors of new platforms cannot reasonably be expected to have in-house expertise in designing and managing effective platform evangelism campaigns.
See also
- Evangelism marketingEvangelism marketingEvangelism marketing is an advanced form of word of mouth marketing in which companies develop customers who believe so strongly in a particular product or service that they freely try to convince others to buy and use it...
- Technology evangelismTechnology evangelismTechnology evangelism is the use of evangelism marketing to promote a tool.-Job titles:A person who practices technology evangelism is a Technology Evangelist, but different firms use different job titles for this position.-Apple: Evangelist:...
- Technology evangelistTechnology evangelistA technical or technology evangelist is a person who attempts to build a critical mass of support for a given technology in order to establish it as a technical standard in a market that is subject to network effects...
- Apple evangelistApple evangelistAn Apple evangelist, also known as Mac evangelist, Mac advocate or Apple fanboy is a promoter of Apple products such as the Macintosh, the iPod, the iPhone and the iPad. As a group, the followers are called the Cult of Mac....
- Network effectNetwork effectIn economics and business, a network effect is the effect that one user of a good or service has on the value of that product to other people. When network effect is present, the value of a product or service is dependent on the number of others using it.The classic example is the telephone...
- Vendor lock-inVendor lock-inIn economics, vendor lock-in, also known as proprietary lock-in or customer lock-in, makes a customer dependent on a vendor for products and services, unable to use another vendor without substantial switching costs...
- System dynamicsSystem dynamicsSystem dynamics is an approach to understanding the behaviour of complex systems over time. It deals with internal feedback loops and time delays that affect the behaviour of the entire system. What makes using system dynamics different from other approaches to studying complex systems is the use...
- Innovation economicsInnovation EconomicsInnovation economics or economics of innovation is a growing economic doctrine that reformulates conventional economics theory so that knowledge, technology, entrepreneurship, and innovation are positioned at the center of the model rather than seen as independent forces that are largely unaffected...
- Diffusion of innovationsDiffusion of innovationsDiffusion of Innovations is a theory that seeks to explain how, why, and at what rate new ideas and technology spread through cultures. Everett Rogers, a professor of rural sociology, popularized the theory in his 1962 book Diffusion of Innovations...
- Two-sided marketsTwo-sided marketsTwo-sided markets, also called two-sided networks, are economic platforms having two distinct user groups that provide each other with network benefits...
- Community organizingCommunity organizingCommunity organizing is a process where people who live in proximity to each other come together into an organization that acts in their shared self-interest. A core goal of community organizing is to generate durable power for an organization representing the community, allowing it to influence...
- SalesSalesA sale is the act of selling a product or service in return for money or other compensation. It is an act of completion of a commercial activity....
- MarketingMarketingMarketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
- Operating system advocacyOperating system advocacyOperating system advocacy is the practice of attempting to increase the awareness and improve the perception of a computer operating system. The motivation behind this may be to increase the number of users of a system, to assert the superiority of one choice over another or out of brand loyalty,...