Title: Multi-sided search platforms: global and local

Authors: Sergey A. Yablonsky

Addresses: Graduate School of Management, St. Petersburg State University, Volkhovsky per., 1-3, 199004, St. Petersburg, Russia

Abstract: This paper aims to collect, analyse and compare the quality data regarding the current status and prospective evolution of search engine multi-sided platforms offered by leading platform companies. We describe the search multi-sided platforms competition across different markets in a general way and compare several emerging markets where Google multi-sided platform is not a leader. The methodology and organisation of search platform ontology/taxonomy, multi-sided platform business model pattern, and search platform business model pattern are discussed. Then detailed case analysis of search multi-sided platform business models is developed for Yandex search multi-sided platform. Finally, the possible ways of further evolution of global and local search multi-sided platforms is discussed.

Keywords: multi-sided search platforms; search engines; emerging markets; ontology; taxonomy; business models; Yandex; global search; local search; information retrieval.

DOI: 10.1504/IJTMKT.2016.077394

International Journal of Technology Marketing, 2016 Vol.11 No.3, pp.319 - 343

Received: 09 Mar 2015
Accepted: 23 Sep 2015

Published online: 29 Jun 2016 *

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