New platform for MySpace

A presentation by Dave Yentema, Zhanfeng

Shen, Julie Malik, Youwen Gu

History of MySpace• August 2003

eUniverse employees came up with an idea• Free and open access to users

Very important for long term success• 2005

Blogging between users, including pictures• 2006

Cell phone integration, both to and from phone

What about Facebook?

• Facebook brought about competition and new features

• Competition continued¨ Facebook’s own platform

• MySpace always tried to maintain a competitive advantage New security and other changes

MySpace needs a platform!!

CHOICES:

• Join Google’s OpenSocial Platform

OR

• BUILD YOUR OWN

MySpace needs a platform

• Google’s OpenSocial platform Quick way to maintain competitive

advantage• Disadvantages of OpenSocial

Lack of differentiation May never materialize Difficulty extracting payments from providers

Build your own platform!

• Advantages Uniqueness and flexibility Modify as seen fit Choose target market and advertising

• Disadvantages of making their own platform Time consuming Possibly costly

Aspects of constructing a platform

• Establish written budget• Analyze and design system needs• Programming and testing• Phased conversion

Create and release in stages Members can adapt and provide feedback

The Business Case

• Building own platform Long term benefits Costs covered by advertising Enhanced accessibility and new features Support MySpace in becoming number 1 in

social networking

THANK YOU

• Sources use in presentation:“MySpace”. http://cb.hbsp.harvard.edu/cb/access/6361941

“MySpace”. http://en.wikipedia.org/wiki/MySpace