Multi-sided search platforms: global and local
by Sergey A. Yablonsky
International Journal of Technology Marketing (IJTMKT), Vol. 11, No. 3, 2016

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.

Online publication date: Wed, 29-Jun-2016

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