Platforms and aggregators have distinct roles in the digital world. Platforms, such as Windows or iOS, are gatekeepers that control access to users, while aggregators, like Google or Facebook, gain user attention and data by providing valuable services. The roles are not interchangeable, as platforms cannot become aggregators and vice versa.
The rise of the internet has shifted power from platforms to aggregators. This is because the internet has reduced distribution costs, making it easier for aggregators to reach users. As a result, platforms have lost their gatekeeper status, leading to a decline in their power and influence.
Despite this shift, platforms still have significant value. They provide essential infrastructure and services, such as app stores, that aggregators rely on. However, platforms cannot compete with aggregators for user attention or data. Instead, they must focus on providing valuable services to aggregators and users alike.
In the future, platforms could regain their power by becoming indispensable to aggregators. This could involve developing new technologies or services that aggregators cannot provide themselves. It could also involve forming partnerships with other platforms to increase their collective bargaining power. Whatever the strategy, platforms must adapt to survive in an aggregator-dominated world.
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