A platform product is built around a preexisting technological subsystem (a technology platform). Examples of such platforms include the tape transport mechanism in the Sony Walkman, the Apple Macintosh operating system, and the instant film used in Polaroid cameras. Huge investments were made in developing these platforms, and therefore every attempt is made to incorporate them into several different products. In some sense, platformproducts are very similar to technology -push products in that the team begins the development effort with an assumption that the product concept will embody a particular technology. The primary difference is that a technology platform has already demonstrated its usefulness in the marketplace in meeting customer needs. The firm can in many cases assume that the technology will also be useful in related markets. Products built on technology platforms are much simpler to develop than if the technology were developed from scratch. For this reason, and because of the possible sharing of costs across several products, a firm may be able to offer a platform product in markets that could not justify the development of a unique technology.
References and Bibliography
Many current resources are available on the Internet via www.ulrich-eppinger.net
Stage-gate product development processes have been dominant in manufacturing firms for the past 30 years. Cooper describes the modem stage-gate process and many of its enabling practices.
Cooper, Robert G., Winning at New Products: Accelerating the Process from Idea to Launch, third edition, Perseus Books, Cambridge, MA, 2001.
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