Paper Presentation in PLM 2018 Authors: Karan Menon, Hannu Kärkkäinen, Thorsten Wuest & Timo Seppälä Tampere University of Technology; West Virginia University; ETLA, Finland.

1. Is Openness really free? A critical analysis of
switching costs for Industrial Internet
Platforms
Karan Menon1, Hannu Kärkkäinen1,Thorsten Wuest2 & Timo
Seppälä3
1 Tampere University of Technology, Finland
2 West Virginia University, USA
3ETLA, The Research Institute of the Finnish
Economy, Finland

2. 2.7.2018 2
Agenda
• The Big Picture – IIOT implementation
• What is done in II/I40-Platforms
• Research Questions
• Platform openness and switching costs – Framework
• Research Methodology
• Results & Findings
• Managerial Implications and Limitations
• Future Work

3. The Big Picture – IIOT implementation
2.7.2018 3
Technology Test
beds
Business Model
Test beds
Business models - Pay-per-use, Pay-per-outcome, etc.
State-of-the-art - II / IIoT technology, Smart Factories, etc.
II-Platforms - Data & Information Management, etc.
Set of trusted customers - Evaluate Business Models, etc.
Individual combination for a
company’s / supply network’s
Industrial Internet Business Model
IIoT TechnologyImplementation Roadmap
Industrial Internet
- maturity of the industry -
Testbeds
based on maturity of the industry
Interoperability - Legacy systems, industry standards, etc.
Communication - Secure Com., connecting hardware, etc.
II-Platforms - Data pre-processing, policy, etc.
Data Analytics - Predictive maintenance, monitoring, etc.

4. What is done in II/I40-Platforms
2.7.2018 4
Paper 1. Menon et al. Role of Industrial Internet platforms in the management
of product lifecycle related information and knowledge (PLM 2016)
Paper 2. Menon et al. Role of openness in Industrial Internet Platform
providers’ strategy (PLM 2017)
Paper 3. Menon et al. Industrial Internet Platforms: A PLM
Perspective (Journal - Proceedings of the Institution of Mechanical
Engineers, Part B: Journal of Engineering Manufacture)
Paper 4. (In Review) Menon et al. Role of openness in Industrial Internet
Platform Users’ strategy and business (Journal – Industry &
Innovation )
Paper 5. (Forthcoming) Menon et al. Industrial Internet Platforms – Openness
and Switching Costs (Journal Article) (Extended version of PLM 2018
Paper)

5. Research Questions
2.7.2018 5
1. What types of switching costs would be perceived impacted by
increased openness of industrial internet platforms?
2. How would increased openness of industrial internet platforms
impact the identified perceived switching costs?

6. Platform Openness Framework
2.7.2018 6
• First let us understand the various dimensions and sub-dimensions of openness.
• Framework presented in: Menon, K., Kärkkäinen, H., & Wuest, T. (2017, July). Role of
Openness in Industrial Internet Platform Providers’ Strategy. In IFIP International
Conference on Product Lifecycle Management (pp. 92-105). Springer, Cham.
Dimensions
of
openness
Detailed sub-
dimensions of openness
Definitions
Demand-
side user
(end-users
of the
platform)
Access to information Level of access to information on interfaces to link to the platform or
utilize its capabilities (Gawer & Cusumano 2014)
Cost of access Cost of access as in patent or licensing fees (Gawer & Cusumano
2014)
Control in terms of rules
to use the platform
Types of rules governing the use of the platform (Gawer & Cusumano
2014)
Supply-side
users
(Application
(App)
Developers
on the
platform)
Core developers They are the developers employed by the platform management
company itself. They develop tools and applications that allow the
users to use the platform effectively. (Parker et al. 2016)
Extension developers They are outside parties or 3rd
party developers who add features
(applications) and value to the platform to enhance the functionality
of the platform. (Parker et al. 2016)
Data aggregators Data aggregators collect different interaction based data and re-sell
it to the companies (as per platform laws), who can target
advertisements etc to the users. (Parker et al. 2016)
Platform
providers
and
sponsors
(platform
companies)
Proprietary model A single firm plays both provider and sponsor role. (Eisenmann et al.
2009)
Licensing model A single firm sponsors the platform then licences to multiple
providers (Eisenmann et al. 2009)
Joint venture model Multiple sponsors jointly sponsor the platform but a single firm
serves as its sole provider (Eisenmann et al. 2009)
Shared model Multiple sponsors collaborate to develop the platform’s technology
and then compete with each other to provide differentiated but
compatible versions to the users. (Eisenmann et al. 2009)
DIPLOMA IN OPERATIONS MANAGEMENT
PLATFORM OPENNESS AND SWITCHING COSTS
Exercise Steps
Purpose
• The purpose of this exercise is to understand the impact of Industrial Internet or Industry
4.0 or IoT platform openness on the switching costs for platform end-users.
• This will help you to understand the impact of openness on switching costs and eventually
on Lockin.
Method
• A platform is “open” to the extent that (1) no restrictions are placed on participation in its
development, commercialization, or use; or (2) any restrictions-for example, no
requirements to conform with technical standards or pay licensing fees-are reasonable and
non-discriminatory, that is, they are applied uniformly to all potential platform
participants. (Parker et al. 2016)
• First let us understand the various dimensions and sub-dimensions of openness.
• Framework presented in: Menon, K., Kärkkäinen, H., & Wuest, T. (2017, July). Role of
Openness in Industrial Internet Platform Providers’ Strategy. In IFIP International
Conference on Product Lifecycle Management (pp. 92-105). Springer, Cham.
Dimensions
of
openness
Detailed sub-
dimensions of openness
Definitions
Demand-
Access to information Level of access to information on interfaces to link to the platform or

7. Switching Cost Framework
2.7.2018 7
How, When and Why? In Platforms, Markets and Innovation. pp. 131–162.
• Switching Cost: An end-user incurs a switching cost associated not just with having to
abandon the investment in a platform but to abandon benefits that accumulate from
having used a platform.
Reference: Blut, M., Evanschitzky, H., Backhaus, C., Rudd, J., Marck, M., 2016. Securing busi-
ness-to-business relationships: The impact of switching costs. Ind. Mark.
Manag. 52, 82–90.
• Now, we will evaluate the impact of increased openness for every sub-dimension towards
switching costs using the framework mentioned below.
• The question you that you should ask for every sub-dimension is: If it was significantly
more open, what kind of switching costs will be impacted?
interacts.
These categories at the same time have sub-dimensions explained in the Table 14:
Table 14: Dimensions of switching costs (Blut et al., 2016).
Dimension of
switching costs
Sub-dimension Definition
Procedural
switching costs
Uncertainty costs
Perceptions of the likelihood of lower perfor-
mance when switching.
Search costs
Perceptions of the time and effort of gathering
and evaluation information prior to switching.
Cognitive costs
Perceptions of the time and effort of learning a
new service routine subsequent to switching.
Setup costs
Perceptions of the time, effort, and expense of
relaying needs and information to provider sub-
sequent to switching.
Financial
switching costs
Sunk costs
Perceptions of investments and costs already
incurred in establishing and maintaining relation-
ship.
Lost
performance
costs
Perceptions of the benefits and privileges lost by
switching.
Relational
switching costs
Brand
relationship costs
Perceptions of losses with breaking the bonds of
identification that have been formed with the
brand or company with which a customer has
associated.
Personal
relationship costs
Perceptions of losses associated with breaking
the bonds of identification that have been formed
with the people with whom the customer inter-
acts.
Lock-in cannot be completely eliminated, but the end-user can mitigate its impact with
the right knowledge and research, planning, strategy, technical know-how and vendor
selection. There are many ways to mitigate the risks: Standard solutions enables in-
teroperability and portability (Opara-Martins et al., 2014) which at the same time helps
to mitigate vendor lock-in (Silva et al., 2013); also, policies are important to ensure in-
teroperability between platform providers and guarantee the control of the ownership
and destiny of the end-user’s data.

8. Platform Openness & Switching
Cost Framework
2.7.2018 8
DIPLOMA IN OPERATIONS MANAGEMENT
PLATFORM OPENNESS AND SWITCHING COSTS
• In addition, try to evaluate the impact (positive, negative, neutral or unknown) of the
Switching Costs
Procedural Switching Costs Financial Switching
Costs
Relational Switching Costs
Uncertainty
Costs
Search
Costs
Training
Costs
Setup
Costs
Sunk
Costs
Lost
Performance
Costs
Brand
relationship
and
psychological
costs
Personal
relationship
and
psychological
costs
Openness
End-User
related
openness
Access to
information
Cost of
access
Control in
terms of
rules to use
the
platform
Application
Developer
related
openness
Core
developers
Extension
or 3rd
Party
developers
Data
aggregators
Provider or
Sponsor
related
openness
Proprietary
Model
Licensing
Model
Joint
Venture
Model
Shared
Model

9. Research Methodology
2.7.2018 9
• Workshop of experts from industrial manufacturing companies

10. Results & Findings
2.7.2018 10

11. • Overall procedural costs get impacted by increased openness of
end-user related openness and application developer related
openness dimensions.
• Increased openness for access to information was commonly
perceived to increase the switching costs related to training and
setup costs.
• If the openness towards 3rd party developers would increase then
some of the perceived procedural costs will have a significant
impact.
2.7.2018 11
Major Results & Findings

12. Managerial Implications & Limitations
2.7.2018 12
• Openness versus the switching costs framework gives an indication towards
long term lock-in.
• It is imperative that the managers while making an industrial internet plat-
form selection take into consideration, not only, the benefits of openness but
also the long term risks or downsides.
• One limitation is the size and setup of the group surveyed.
• Workshop structure, as in presenting the framework in fragments instead of a
complete entity. This will help reducing the complexity of the framework for
the participants.

13. Future Work
2.7.2018 13
• As part of the future studies, it would be interesting to interview multiple
people from the same company, involved in platform strategy as well as
platform usage related senior roles.
• The future studies will include leading industrial internet platforms as well as
industrial end-user viewpoints on the issue of different types of openness and
their impacts to the business

14. Grazie! Kiitos! Thank you! धन्यवाद
2.7.2018 14
Contact Information
Email– karan.menon@tut.fi
Twitter - @menonkaran
Slideshare - https://www.slideshare.net/menonkaran