The proliferation of smart SaaS “enhancers”
Clement Vouillon
602

I think having companies developing add-ons to your platform is a great achievement and signal of your market position. This is what I call the “open-platform” approach and, if you think about that, it’s how the app store became what it is today (just as a famous, straightforward example). Apple could have just developed the whole native app collection like it did for iOS but quickly realised that freeing access to the marketplace was a better strategy. Once you control the access point to customers, you control the system. These enhancers as you call them can provide great value to the users of the platform, but carry a risk. On one hand, not having full control on the enhancer means that you don’t know how much users appreciate it and whether it’s actually perceived higher than the platform itself, as much as it protects you from the downsides. On the other, I would expect some of the companies behind the enhancers to use that as an acquisition strategy for their own sake.

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