plateformes et algorithme · how to buid a recommandation system. netflix : algorithmic...
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Plateformes et algorithme
Christophe Benavent@benavent
http://benavent.fr
Université Paris Nanterre - Obsoco
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A rough taxonomy
Capital
Airbnb, blablacar, tracktor
Jobs :
ie :Task rabbit or Uber
Innovation
Ie : tensorflow or Github
Content
Ie : youtube, twitter
Material Assets
Work
Immaterial Assets
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New species of organization?
Individual Decision locus Collective
Agent Market Clan
Coordination level
Centralized Platform Bureaucracy
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Governementability
Brand
Population
Platform design
Market side interaction
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The economics and virtuous circle of platforms
Externalitéde réseau
Long tail economics
CrowdSourcing
Multiside markets
Marchés d'appariement
Amateurs become producer and under exploited asset are new ressources.
Cross externalities
The critical size
Reputation Market
Selection, signals and trust
Matching Market
Cognitive challenge and the
prescription logic
Being able to associate people and objets efficiently
Scope Economics andthe inventorycompetition
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Enable or control (Agiu 2014)
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« Par « gouvernementalité », j’entends l’ensemble constitué par les institutions, les procédures, analyses et réflexions, les calculs et les tactiques qui permettent d’exercer cette forme bien spécifique, quoique très complexe, de pouvoir, qui a pour cible principale la population, pour forme majeure de savoir l’économie politique, pour instrument technique essentiel les dispositifs de sécurité. » Michel Foucault
PopulationsAlgorithms
Policies Rules and et police
ArchitectureEmpowerment and
et restrictions
Motivations :Incitations,nudges
gamification
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Population : a key concept
● More than crowd :– A quasi-body ( not only the agregation of
individuals)– Bute overdetermination through
technological objectivation.
● But less than a community – Heterogeneous agents : human being,
institutions, machines and ghosts– Individual interactions are a big part, but no
need of sense of belonging, or identity.
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Flickr : taguer pour accroître l'intérêt
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Surge Pricing : smart pricing
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Propagating emotion (FB experiement)
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How to buid a recommandation system
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Netflix : algorithmic architecture and metrics
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Grades and ranking
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From Algorithmic governementality to Governance of algorithm
Population
Algorithm policy
Platform Governementality
AlgorithmGouvernance
Redevabilité algorithmic accountability ; retro-engineering ; regulation ; (co-determination)
Affordance and appropriation ; technical debt ; adversial learning.
Selection biaises; Hétérogénéity ;
Polarisation ; Ségregation ;
Surveillance, recommandation,
Notifications,Ranking..
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A word about revenues
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« platformization »
● Do traditionnal organization could transform themself as platforms ? (ACCOR, MAIF)
● How traditionnal organizations could partially integrate platforms approach (after sales,...) ? (ie : Sosh, Leroy-merlin)
● How small business could integrate the platformscape ( ie : Construction industry) ?
● Do platforms are a new layer in the organization ecology (when Ikea sell through Amazon) ?
● Is it the end ?(of firms and markets)