I’m Melodi Kaya, and I’m the Head of Developer Marketing and Community at Chainlink Labs.

This is going to be kind of nerdy and not so technical. But the reason why I'm excited about this topic is the same reason I'm also doing my doctorate in it.

The shift to continuous value creation

We now live in a platform economy. Shift happens and you're going to see that shift.

When I say shift happens, what I mean is a shift from products to relationships and platforms. In the 1970s, companies focused so much more on products, and moving into the 90s, there was a combination of products and services.

In the early 2000s, it became the thing to be customer-obsessed, which is a really nice thing. However, I feel like it's a little late to actually discover that you need to be customer-obsessed. But that’s just my humble opinion.

And moving to the recent days, which is what we're going to talk about, we’re more relationship-centric. It sounds like a romantic term, but it’s not. It’s mostly about relationships and interactions and engagement that’s actually happening in the ecosystem.

I'm super happy to talk about this with people who are actually interested in the topic, because that's usually not the case whenever we're pitching to the developer community on the value of community.

But what does it mean when I say a shift happens from products to platforms, to product centricity, to relationships and engagement?

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In the 1970s and the more product-focused way of doing things, communication and value creation was way more linear. The company would produce something and it was more static and not really continuous.

So, you’d actually ship it out and then care about it later on. It wasn’t about getting all the feedback you could from individuals and users.

Now, we’ve moved to a platform economy where there’s always feedback, there’s always continuous value creation, and communication is a lot more two-way. There’s actually feedback coming from the ecosystem and the community to the company, as well as the other way around.

But does that really matter? Am I going to be able to give you some examples? You might be thinking, What is she even talking about? Maybe she just likes it because she's doing her doctorate in it and wants to use this as a research area.

Well, I put Nokia phones to you as an example. Not to date myself, but these were a big thing when I was a kid. We wanted to have that phone and we wanted to play with it. I mean, it had Snake on it.

So, I wanted to talk about Nokia a little, and it's also my previous company. I worked in the maps section of Nokia, which was called HERE Maps. So we dealt with all the maps that were powering Facebook, etc., back in the day.

But, back in the day, Nokia was actually very successful, and it’s just one example that we're going to talk about.

Major transformations in the mobile market

Based on Harvard Business Review, in the last 15 years, 52% of Fortune 500 companies have disappeared. And those are the really, really big guys so, for them, to be disappearing at this rate is a little scary. I could understand that if I was managing billions and billions in a company.

So, I wanted to double down on my Nokia example and talk about the mobile phone market share. In 2007, Nokia, Samsung, Sony, Ericsson, and Motorola, the big players, actually owned 99% of the profits in the market.

Something we're going to be familiar with as marketers are economies of scale. They’re well-known brands. You’d know who Nokia was.

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Nokia had actually achieved logistical excellence. And that means if you’re shipping out products globally, you need to know your stuff and be very well connected. They were really excellent at that.

And, if we were to think about it, if you’ve worked in an enterprise company, we're always asking, “Did you invest in research? Are they following up on what's happening?” Nokia had actually invested $40 billion in R&D.

Six years later, moving from 2007 to 2013, there was a new player in the mobile phone market that hadn’t been doing mobile phones before. That player was Apple.

Apple was actually getting 92% of the profit in the market. But remember the other major players? Only one of them actually stayed profitable that year. The others weren’t making any profits in 2013.

So, this new guy actually achieved great success in just over 6 years. But how does that even happen?

I want to discuss how that happens and which companies seem to be winning, and then tie this to the developers.

The digital marketplace generated $20 billion in collected revenue for all of its developers in 2015, which was actually up by 40% compared to the previous year.

Let's talk about who's actually going to win in this. Why am I giving examples from Apple? And how are they actually winning?

Products have features and platforms have communities. There’s a guy called Marshall Van Alstyne who’s written a book called Platform Revolution. He's a really cool guy. He provides a lot of online courses for free if you're interested in that stuff.

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But what he's saying is that products have features and platforms have communities.