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1 MBA Weekend - - ! ? ! ? ! ? ! ? Produce-Sell (Single-sided Market) : Battle of Device , (Stand Alone): ICE ? : War of Eco-system S( )+ P( )+ ICE = SPICE ? Multi-sided Market 1. (Single-sided Business) 2. (Two-sided Platform) solution ( ) CPNT serendipity : HBS serendipity solution 3.

2 (Multi-sided Platform) ? ? : : ! ? ? ? ? One-sided Market Two-sided Market X Solution : Y Serendipity : Ideal Point : PASS1(Platform as a Set of Solution) - : PASS2(Platform as a Set of Serendipity) - , - ( ) ?

3 ? , 1814 1900 . (Device) ! Solution Solution Solution (PASS1) ? ? ! (PASS2) ? ? ( ) ( ) :Business Developer -> 30 ! 30 30 30 30 -> ? (Ba( ), ) !

4 (Ba( ), ) 6 32 1 (platform) (Station, Terminal) (device) : SLM ( ) 3 - 1. 1 3 2. 3 3. Killer Contents ? ? Serendipity ? 3.

5 - ? (solution: )+ (serendipity: ) ! CEO : . (Architect) (PD) (Leader) (catalyst) 3 ( ) , , (Evangelist) , (Complementor) (Niche creator) , Platform = f(Solution, Serendipity) = f(PASS1,PASS2)