ABSTRACT
This chapter reviews aspects of defensive growth with the rocket model framework, as well as managing change in a mature platform environment and discusses the strategic management of mature platforms. Enhancing the platform's value proposition with new features/tools to meet platform participants' needs is an important lever for retention and to keep engagement levels high. All major platforms, from Facebook to Microsoft, have invested in deep learning, with Amazon even having released deep learning open-source software for search and product recommendations. Once mature, a platform may give rise to very successful producers who may end up having significant negotiating power and influence over the entire ecosystem. There is so much data available that identifying which key metrics are really relevant for sustainable and profitable growth requires focus and discipline. Monitoring the success of platform participants is a good way to gain insights into what works on the platform and how to further enhance the value proposition for all users.
