Платформы как рынки, архитектуры, экосистемы: обзор основных подходов к изучению интернет-компаний

Интернет-платформы (online digital platforms) - это новый тип компаний, чьи операции построены на больших данных. Платформы используют бизнес-модель посредника, объединяя участников стороны спроса и стороны предложения, и извлекают выгоду за счет сетевых эффектов. Сегодня платформы стали ключевыми фирмами капиталистических экономик. Они трансформируют социальную и экономическую жизнь современного общества: структурируют социальные взаимодействия, меняют рынок труда и трудоустройство, определяют практики медиапотребления и производства культуры. Цель настоящей статьи - представить читателю обзор ключевых принципов работы платформенных компаний и платформенной бизнес-модели. Статья основана на работе с обширным списком научной литературы и охватывает три подхода: экономический (теория сетевых рынков), инженерно-технологический и подход стратегического управления. Экономический подход важен для понимания принципов работы платформенной бизнес-модели, природы сетевых эффектов и отличий платформ от до-платформенных бизнесов. Инженернотехнологический подход раскрывает взаимосвязь технологической архитектуры и организационной формы платформ и объясняет, как архитектурные решения способствуют достижению сетевых эффектов. Подход стратегического управления объясняет принципы роста платформенных компаний и учитывает практики интернет-навигации и потребления контента аудиторией пользователей, особенности национального законодательства и технологическое развитие индустрии. Статья делает акцент на инструментарии, пригодном для социально-политического анализа платформ, уделяя особое внимание социально-культурному контексту, в котором они функционируют. Заключение поднимает проблему географического распределения платформенных компаний и связанную с этим неравномерность распределения и накопления капитала. Различия стран в социальном, экономическом и политическом устройствах приводят к тому, что одни становятся производителями, а другие - потребителями платформенных сервисов и продуктов. Анализ географического распределения платформ обозначен в качестве направления для дальнейших исследований.

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