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Virtual currency for online platforms: Business model implications

机译：在线平台的虚拟货币：对业务模型的影响

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摘要

Since the first loyalty program was introduced in the 1980s, many sectors and industries have adopted and configured these schemes to meet their specific requirements. But it is just recently that technological innovation has enabled the transfer of these schemes into the online environment, and, more concretely, to the increasing number of online platforms. Operating on two-sided markets, platforms started to deploy loyalty programs to address customers and Third parties such as retailers or merchants alike. Additionally they profit from the embedding in the digital environment, which enables the expansion of loyalty points to become a Virtual Currency with the power to affect platforms' business strategies. Based on the analysis of four case studies, this paper focuses on the effect of the implementation of a Virtual Currency scheme on the platforms' organizational, financial and service business model parameters. It shows how Virtual Currency schemes enable platforms to encourage loyalty of not only their customers but also in some configurations of third parties, sometimes to the extent that one or both sides of the market are locked-in. Second, Virtual Currency can be deployed as a source of revenue and thus play a role in the platform's financial design.
机译：自从1980年代实施第一个忠诚度计划以来，许多部门和行业已经采用并配置了这些计划以满足他们的特定要求。但是直到最近，技术创新才使这些方案可以转移到在线环境中，更具体地说，是转移到越来越多的在线平台上。在双向市场上运行的平台开始部署忠诚度计划，以解决客户和第三方（例如零售商或商人）的问题。此外，他们还受益于数字环境中的嵌入，这使忠诚度积分的扩展成为一种具有影响平台业务策略能力的虚拟货币。在对四个案例研究进行分析的基础上，本文重点介绍了虚拟货币方案的实施对平台的组织，财务和服务业务模型参数的影响。它显示了虚拟货币方案如何使平台不仅鼓励其客户而且在某些第三方配置中鼓励忠诚度，有时甚至可以锁定市场的一面或两面。其次，可以将虚拟货币部署为收入来源，从而在平台的财务设计中发挥作用。

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