Relevant market on multisided online platforms in the view of the European Commission and doctrine Abstract The master thesis deals with the issue of defining the relevant market in relation to multilateral platforms. In its first part, it analyzes in detail the leading theories regarding a definition of a multisided platform is its typology. The conclusions of these analyzes then form the basis of the second part, which is the core of the work. There are described leading methods of defining the relevant market, problems with their application to multisided platforms and doctrinal proposals on how to modify these methods. This core part first deals with the dilemma of defining one market encompassing both sides of a platform or separate markets for each side of the platform and then it focuses on the issue of implementation of the SSNIP test. The individual decisions of the Commission are confronted with the comprehensive conclusions of the doctrine within the individual analyzes, and the compliance of the Commission's approach in the given decision with the doctrine is assessed here. Keywords: multisided platforms, relevant market, SSNIP test

Purpose – The purpose of this study is to increase the understanding of how multisided platforms (MSP) could retain different user groups on their platform. To fulfill the purpose, the following research questions (RQ) were derived: RQ 1: How could MSPs design their activities to retain users on the producer side(s)? and RQ 2: How could MSPs design their activities to retain users on the consumer side(s)? Method – This study was conducted as an abductive single case study based on a multisided platform developed within the health sector. In addition, complimentary interviews were conducted to validate and expand the result from the case study. In total, 15 interviews were conducted and analyzed through thematic analysis. Findings – The findings are presented in a framework showing what activities to conduct in certain stages of platform development and is divided between two distinct platform sides, producers and consumers. The different stages are relative to critical mass i.e. how many users the MSP has and shows which activities that is necessary in these stages. Theoretical implication and Practical implication – The study suggests activities necessary for retaining users on MSPs seen to certain stages of development. Additional contributions are (1) in the beginning, MSPs should initially focus on the platform side who provides the most viable product, (2) mass in users is a prerequisite for finding the right matches, and (3) “super-platforms” with many value offerings will be key for retaining users and long-term success. The practical implications are (1) which activities that are necessary on a certain side of the MSP, (2) guiding managers with which activities that are suitable in a certain stage of platform development, and (3) provide managers with the ability to plan future activities. Limitations and Future Research – This study is conducted in South-east Asia which implies that a similar study should be conducted in a western context. Furthermore, it is limited to a single-case study of an MSP, although there were exploratory and confirmative interviews with other companies. Future research should therefore include a multiple-case study to compare how different MSPs work with retention. Lastly, further studies into what critical mass is and how to estimate that, should be considered.

The financial sector is transforming as a result of PSD2 and open banking. The traditional retail banks face new competition from FinTechs and BigTechs. 78 percent of Nordic banks are concerned by the threat of disruption and 88 percent think that they need to rethink their business model. Customer experience and customer journeys are crucial as customer expectations is one of the major driving forces for the changing industry.Generation Y (1989 2000) is often defined as early adopters and digital natives which makes them an important but challenging customer segment. According to the Millennial Disruption Index, the banking industry is at the highest risk of disruption from generation Y. This study focus on how traditional Swedish retail banks can manage digital transformation and the needs and behavior of the Swedish generation Y. To identify the needs and demands of generation Y, four focus groups was conducted with 31 participants and four semi-structured interviews. The results was analyzed and related to a customer journey framework and the concept of platform banking.The results indicate that the Swedish generation Y demands personalized services and products as well as tailored Omni-channel experiences. They demand an expansion of financial services in the form of a “one-stop-shop”. In order to meet these demands, traditional Swedish retail banks must utilize their customer data and weight the Swedish generation Y´s trust in their security. This will enable them to develop superior customer experiences as well as extending their context and establish themselves as banking platforms. / Den finansiella sektorn förändras till följd av PSD2 och open banking. De traditionella bankerna möter ny konkurrens från FinTechs och BigTechs. 78 procent av de nordiska bankerna är oroade av förändringarna och 88 procent tycker att de behöver ompröva sin affärsmodell. Kundupplevelser och kundresor är avgörande eftersom kundernas förväntningar är en av de viktigaste drivkrafterna för den föränderliga industrin.Generation Y (1989 2000) definieras ofta som digitala pionjärer vilket gör dem till ett viktigt men utmanande kundsegment. Enligt studien ”Millennial Disruption Index” har banksektorn den högsta risken för störningar från Generation Y. Denna studie fokuserar på hur traditionella svenska banker kan hantera digital transformation och den svenska generation Ys behov och beteende. För att identifiera behov och krav från generation Y genomfördes fyra fokusgrupper med 31 deltagare samt fyra semi-strukturerade intervjuer. Resultaten analyserades och relaterades till en kundrese teori samt konceptet om plattformsbanker.Resultaten indikerar att den svenska generation Y kräver personliga tjänster och produkter samt skräddarsydda Omni-kanalupplevelser. De kräver en expansion av finansiella tjänster i form av en "one-stop-shop". För att möta dessa krav måste traditionella svenska banker använda deras kunddata och utnyttja den svenska generation Ys förtroende för deras säkerhet. Detta kommer att göra det möjligt för dem att utveckla överlägsna kundupplevelser såväl som att utvidga sitt sammanhang och etablera sig som bankplattformar.

As cidades inteligentes emergiram como uma alternativa no trato das dificuldades oriundas do crescimento populacional observado nas áreas urbanizadas. Entre as iniciativas propostas por essa nova abordagem nos espaços urbanos, destaca-se a mobilidade inteligente. Ela propõe o uso dos recursos tecnológicos a fim de aprimorar a experiência de deslocamento de pessoas e de cargas, objetivando melhorar a qualidade de vida dos cidadãos. Nesse contexto, ressalta-se a importância do compartilhamento de carros como uma das alternativas para reduzir os índices de congestionamento, a emissão de poluentes e a demanda por áreas de estacionamento; além disso, esse serviço promove a interação com outros modais de transporte e os hábitos mais saudáveis entre os indivíduos que os utilizam. Ao analisar os modelos de negócio das empresas que operam nesse mercado, notam-se diferentes modalidades: compartilhamento de carros (ida e volta), compartilhamento de carros (trecho único), compartilhamento de carros (P2P), compartilhamento de corridas e caronas, empresas de redes de transporte e serviços de táxi. Também é possível identificar estreita relação com o consumo colaborativo (também denominado economia compartilhada), fenômeno amplamente explorado a partir da década de 2000, que fomenta o uso ou acesso aos bens em detrimento da propriedade. Assim, os usuários de carros compartilhados podem utilizá-los sem a incidência das obrigações e dos custos fixos associados à posse desses bens. Ambos os paradigmas utilizam a Internet, as redes sociais, os sistemas de informação e os recursos tecnológicos para prover seus serviços e conectar os usuários, criando as chamadas plataformas multilaterais. Estas suportam a criação e a operação em espaços físicos ou virtuais, conectando diferentes grupos de usuários; assim, ao reduzir os custos e as dificuldades desses encontros, disponibiliza-se um ambiente favorável à realização das transações, ou seja, ao compartilhamento dos carros. Esta tese de doutorado aplicou a análise qualitativa comparativa (QCA), a técnica MSDO, a análise de conteúdo e a análise cruzada de casos aos modelos de negócio de 14 organizações que atuam no segmento de carros compartilhados com a finalidade de identificar e descrever como os componentes da mobilidade inteligente, do consumo colaborativo e das plataformas multilaterais foram incorporados nas operações dessas companhias por meio de estudos de caso múltiplos. Os resultados alcançados indicaram alguns fatores críticos do sucesso empresarial desses modelos de negócio, entre eles: a análise de dados massivos por intermédio de ferramentas de big data, a disponibilização de aplicativos para dispositivos móveis, a implementação dos recursos de segurança física e lógica para os usuários dos serviços de carros compartilhados, o estímulo à colaboração on-line e ao uso de redes sociais e a operação em um mercado regulamentado. Devido à causalidade assimétrica, também emergiram componentes associados ao insucesso, entre eles: a ausência do uso de ferramentas de big data para análise dos dados massivos dos usuários; a indisponibilidade de aplicativos para dispositivos móveis; os recursos ineficazes de segurança física e lógica; a adoção de estratégias inócuas ou ausentes para a resolução do problema de massa crítica nas plataformas multilaterais; a dificuldade na obtenção de recursos financeiros para realizar investimentos nos diferentes grupos de usuários e a operação em um mercado sem regulamentação. / Smart cities emerged as an alternative in dealing with the difficulties arising from population growth observed in urbanized areas. Among the initiatives proposed by this new approach in urban spaces, smart mobility stands out as an essential service for the operation of cities. It proposes the use of technological resources in order to improve the experience of moving people and cargo, aiming to improve the quality of life of citizens. In this context, the importance of car sharing is highlighted as one of the alternatives to reduce congestion rates, the emission of pollutants and the demand for parking areas; in addition, this service promotes interaction with other transport modes and healthier habits among the individuals who use it. When analyzing the business models of the companies that operate in this market, different modalities are observed: car sharing (round trip), car sharing (one way), car sharing (P2P), carpooling, transport network companies and taxi services. It is also possible to identify a close relationship with collaborative consumption (also called sharing economy), a phenomenon widely exploited since the last decade, which fosters the use or access to goods over property. Thus, users of shared cars can use them without the incidence of the obligations and the fixed costs associated with the possession of these goods. Both paradigms use the Internet, social networks, information systems and technological resources to provide their services and connect users, creating the so-called multisided platforms. These support operation in physical or virtual spaces, connecting different groups of users; thus, by reducing the costs and difficulties of these matches, a favorable environment is provided to carry out the transactions, that is, the car sharing. This PhD thesis applied the qualitative comparative analysis (QCA), the MSDO technique, content analysis and cross-case analysis to the business models of 14 organizations operating in the car sharing segment with the purpose of identifying and describing how the components of smart mobility, collaborative consumption and multisided platforms have been incorporated into the operations of these companies through multiple case studies. The results achieved indicated some critical success factors of these business models, among them: analyzing massive data through big data tools, making mobile applications available, implementing physical and logical security features for users of car sharing services, the stimulation of online collaboration and the use of social networks and the operation in a regulated market. Due to asymmetric causality, components associated with failure also emerged, among them: the absence of the use of big data tools to analyze the users\' massive data; the unavailability of mobile applications; inefficient physical and logical security features; the adoption of innocuous or absent strategies for solving the critical mass problem in multisided platforms; the difficulty in obtaining the financial resources to make investments in different groups of users and the operation in a market without regulation.

In today’s platform economy, the postal industry has been disrupted with emerging technologies and changing consumer needs. While the physical letter volumes continue to decrease, postal operators seek new sources of customer value through digital innovations. Digital mailbox is an example of a multisided platform that creates value by connecting two or more customer groups and facilitating interaction or transactions between them. In order to successfully attract both supply and demand to these platforms, the platform provider needs to understand both sides of the market The purpose of this study was to increase the understanding of the needs and expectations of the biggest consumer group of the future, Generation Z, regarding their interaction with different sectors in the Finnish society. Furthermore, the research aim was to shed light on the possible implications that these needs and expectations would have on platform providers. The context for the study was Finland. The study was conducted as a case study for PostNord, a communications and logistics supplier in the Nordics. A qualitative research design included conducting 12 semi-structured interviews with Generation Z representatives, born between 1995 and 2001. Additionally, a mirroring workshop with industry experts was conducted in order to include the perspective of the case company. The results were analysed using a thematic analysis method. The findings of this study show that Generation Z’s choice for device and channels is contextual, depending on the importance and urgency of the matter. Gen Z prefers to receive their communication on one platform instead of many, and often on mobile application. This generational cohort has high expectations regarding the speed of the communication. They expect fast responses that also enable a meaningful dialogue, yet on their own terms. The findings indicate that Gen Z values the human element even in digital communication. They want to receive information that is not only relevant to them, but arrives on the right time and comes from a competent, familiar source. These findings have implications on not only PostNord as a platform provider, but all the potential ecosystem partners. / I dagens plattformsekonomi har postbranschen behövt hantera ny teknik och förändrade konsumentbehov. Medan volymen av fysiska brev fortsätter att minska, söker postoperatörer nya källor till kundvärde genom digitala innovationer. En digital brevlåda är ett exempel på en flersidig plattform som skapar värde genom att ansluta två eller fler kundgrupper, samt underlättar interaktioner eller transaktioner mellan dem. För att framgångsrikt locka både utbud och efterfrågan till dessa plattformar, behöver plattformsleverantörer förstå båda sidor av marknaden. Syftet med denna studie var att öka förståelsen för behov och förväntningar hos framtidens största konsumentgrupp, Generation Z, angående deras interaktion med olika sektorer i det finska samhället. Vidare var målet med forskningen att belysa möjliga konsekvenser som dessa behov och förväntningar skulle ha på plattformsleverantörer. Sammanhanget för studien var Finland. Studien genomfördes som en fallstudie för PostNord, en kommunikationsoch logistikleverantör i Norden. Under en kvalitativ forskningsdesign genomfördes 12 halvstrukturerade intervjuer med Generation Zrepresentanter, födda mellan 1995 och 2001, dessutom genomfördes en workshop med branschexperter för att inkludera fallföretagets perspektiv. Resultaten analyserades med hjälp av en tematisk analysmetod.Resultaten av denna studie visar att Generation Zs val för enhet och kanaler är kontextuell, beroende på hur viktigt och brådskande det är. Generation Z föredrar att ta emot kommunikation på en specifik plattform i stället för många, och ofta på mobilapplikation. Denna kohort har höga förväntningar på kommunikationshastigheten, de förvänta sig snabba svar som också möjliggör en meningsfull dialog, men ändå på deras egna villkor. Resultaten tyder på att Generation Z värderar det mänskliga elementet även i digital kommunikation. De vill ha information som inte bara är relevant för dem, men kommer under rätt tid och från en kompetent, välkänd källa. Dessa resultat har inte bara konsekvenser för PostNord somplattformsleverantör, men alla potentiella partners i ekosystemet.