Offering a deeper understanding of today’s internet media and the
management theory behind it Platforms are everywhere. From social
media to chat, streaming, credit cards, and even bookstores, it
seems like almost everything can be described as a platform. In The
Platform Economy, Marc Steinberg argues that the
“platformization” of capitalism has transformed everything, and
it is imperative that we have a historically precise, robust
understanding of this widespread concept. Taking Japan as
the key site for global platformization, Steinberg delves into that
nation’s unique technological and managerial trajectory, in the
process systematically examining every facet of the elusive word
platform. Among the untold stories revealed here is that of the
1999 iPhone precursor, the i-mode: the world’s first widespread
mobile internet platform, which became a blueprint for Apple and
Google’s later dominance of the mobile market. Steinberg also
charts the rise of social gaming giants GREE and Mobage, chat tools
KakaoTalk, WeChat, and LINE, and video streaming site Niconico
Video, as well as the development of platform theory in Japan, as
part of a wider transformation of managerial theory to account for
platforms as mediators of cultural life. Analyzing
platforms’ immense impact on contemporary media such as video
streaming, music, and gaming, The Platform Economy fills in
neglected parts of the platform story. In narrating the rise and
fall of Japanese platforms, and the enduring legacy of Japanese
platform theory, this book sheds light on contemporary tech titans
like Facebook, Google, Apple, and Netflix, and their
platform-mediated transformation of contemporary life—it is
essential reading for anyone wanting to understand what capitalism
is today and where it is headed.
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