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1 Vol Kevin J. Boudreau and Andrei Hagiu Platforms rules: multi-sided platforms as regulators regulators Boudreau Hagiu IT

2 76 Vol Rochet and Tirole Two Sided Market X X Katz and Shapiro 1986 Rochet and Tirole 2003Internalized 2 Rohlfs 1974 PDF Reader Writer 3

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5 79 3 c a b U X D X C c S P X C 2011 P Kats and Shapiro 1994 indirect network effect 2 Boudreau and Hagiu 2009 Boudreau and Hagiu regulators

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18 92 Vol Katz and Shapiro Rochet and Tirole Baye Morgan Facebook TopCoderHarvard Business School 4 6Henry Chesbrough p go.jp/johotsusintokei/whitepaper/ja/h12/pdf/h12_08_c2e82becf.pdf 8 Vol p16 9 lbid. p18 10 JEIDA Exif JEIDA CIPA JPEG ISO/IEC JPEG CIPA CIPA JCIA JEIDA EIAJ JEITA 13 JPEG ISO IEC JTC1 SC29 WG1 Joint Photographic Experts Group 1994 ISO ISO JEIDA Al2 SO4 3 16H2O

19 93 20 P TP E COLUMN/ /246096/ 26IJP CIPA p4 38 URL japanpost.jp/kitte_hagaki/hagaki/nenga_hakko/2005/ 39 URL 40

20 94 Vol japanpost.jp/nenga2007/mame.html < > hakko/2007/ honsha/1227_01_01.pdf honsha/1226_01_01.pdf honsha/1225_01_01.pdf honsha/0108_01_01.pdf BAYE, M.R. AND J. MORGAN (2001). INFORMATION GATEKEEPERS ON THE INTERNET AND THE COMPETITIVENESS OF HOMOGENEOUS PRODUCT MARKETS. AMERICAN ECONOMIC REVIEW, VOL.91, NO.3, PP BUSSE, M. AND M. RYSMAN (2005). COMPETITION AND PRICE DISCRIMINATION IN YELLOW PAGES ADVERTISING, THE RAND JOURNAL OF ECONOMICS, VOL.36, NO.2, PP BOUDREAU, K.J. AND A. HAGIU (2009). PLATFORM RULES: MULTI-SIDED PLATFORMS AS REGULATORS, IN ANNABELLE GAWER, IMPERIAL COLLEGE BUSINESS SCHOOL, LONDON, UK, PLATFORMS, MARKETS AND INNOVATION, EDWARD ELGAR PUBLISHING, ISBN: CHESBROUGH, H.W. (2003). OPEN INNOVATION: THE NEW IMPERATIVE FOR CREATING AND PROFITING FROM TECHNOLOGY, HARVARD BUSINESS SCHOOL PRESS. HUGHES, T.P. (1983). NETWORKS OF POWER: ELECTRIFICATION IN WESTERN SOCIETY, , JOHNS HOPKINS UNIVERSITY PRESS 1996 KATZ, M.L. AND C. SHAPIRO (1986). TECHNOLOGY ADOPTION IN THE PRESENCE OF NETWORK EXTERNALITIES, JOURNAL OF POLITICAL ECONOMY, VOL.94, NO.4, PP KATZ, M.L. AND C. SHAPIRO (1994). SYSTEMS COMPETITION AND NETWORK EFFECTS, JOURNAL OF ECONOMIC PERSPECTIVES VOL.8, NO.2, PP ROCHET, J. -C. AND J. TIROLE (2003). PLATFORM COMPETITION IN TWO-SIDED MARKETS, JOURNAL OF THE EUROPEAN ECONOMIC ASSOCIATION, VOL.1, NO.4, PP ROHLFS, J. (1974). A THEORY OF INTERDEPENDENT DEMAND FOR A COMMUNICATIONS SERVICE, BELL JOURNAL OF ECONOMICS, VOL.5, ISSUE 1, PP

21 VOL.21 PP Vol.46 No.2 pp VOL.10 PP VOL.12 PP Vol.20 No.5 pp Vol.45 No.2 pp VOL.49 NO.9 PP Vol.9 pp Vol.1 pp.4-27.

22 96 Vol. 11 Technology Adoption in the Presence of Network Externalities and the Regulating Effects of Platform Firms Fumio Nagasaka* Abstract: When a platform firm brings network effects to a market where firms sell their products and their complementary goods, the market becomes one where network externality is significant. This paper describes the example of the Japan Post Co., Ltd., which effectively created the homemade New Year s Greeting Card market by acting as a platform firm that brought network effects to the market, thus enabling inkjet printer manufacturers and inkjet paper suppliers to enter the market and leading to increased revenue for each of the participating companies. The main part of this paper was inspired by the early work of Kevin J. Boudreau and Andrei Hagiu, Platforms rules: multi-sided platforms as regulators, but goes on to describe how practical activities had been performed based on a case study. The paper concludes that the practical process of so-called regulating in the early studies of Boudreau and Hagiu is in effect the creation of a framework of open innovations between the platform firm and federated firms and conditions that generate indirect network effects. Keywords: Platforms, Two-sided market, network externality, network effect, reverse salient, Japan Post, Inkjet Printer Alliance Expert, IT Division, SEIKO EPSON Corp.

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