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Authors: Uschi Buchinger ; Heritiana Ranaivoson and Pieter Ballon

Affiliation: Vrije Universiteit Brussel, Belgium

ISBN: 978-989-8565-72-3

Keyword(s): Loyalty Schemes, Virtual Currency, Business Models, Two-sided Markets.

Related Ontology Subjects/Areas/Topics: Business Models ; e-Business ; Enterprise Engineering ; Enterprise Information Systems

Abstract: Since the first loyalty program was introduced in the 1980s, many sectors and industries have adopted and configured these schemes to meet their specific requirements. But it is just recently that technological innovation has enabled the transfer of these schemes into the online environment, and, more concretely, to the increasing number of online platforms. Operating on two-sided markets, platforms started to deploy loyalty programs to address customers and Third parties such as retailers or merchants alike. Additionally they profit from the embedding in the digital environment, which enables the expansion of loyalty points to become a Virtual Currency with the power to affect platforms’ business strategies. Based on the analysis of four case studies, this paper focuses on the effect of the implementation of a Virtual Currency scheme on the platforms’ organizational, financial and service business model parameters. It shows how Virtual Currency schemes enable platforms to encourage l oyalty of not only their customers but also in some configurations of third parties, sometimes to the extent that one or both sides of the market are locked-in. Second, Virtual Currency can be deployed as a source of revenue and thus play a role in the platform’s financial design. (More)

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Paper citation in several formats:
Buchinger U., Ranaivoson H. and Ballon P. (2013). Virtual Currency for Online Platforms - Business Model Implications.In Proceedings of the 4th International Conference on Data Communication Networking, 10th International Conference on e-Business and 4th International Conference on Optical Communication Systems - Volume 1: ICE-B, (ICETE 2013) ISBN 978-989-8565-72-3, pages 196-206. DOI: 10.5220/0004506601960206

@conference{ice-b13,
author={Uschi Buchinger and Heritiana Ranaivoson and Pieter Ballon},
title={Virtual Currency for Online Platforms - Business Model Implications},
booktitle={Proceedings of the 4th International Conference on Data Communication Networking, 10th International Conference on e-Business and 4th International Conference on Optical Communication Systems - Volume 1: ICE-B, (ICETE 2013)},
year={2013},
pages={196-206},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0004506601960206},
isbn={978-989-8565-72-3},
}

TY - CONF

JO - Proceedings of the 4th International Conference on Data Communication Networking, 10th International Conference on e-Business and 4th International Conference on Optical Communication Systems - Volume 1: ICE-B, (ICETE 2013)
TI - Virtual Currency for Online Platforms - Business Model Implications
SN - 978-989-8565-72-3
AU - Buchinger U.
AU - Ranaivoson H.
AU - Ballon P.
PY - 2013
SP - 196
EP - 206
DO - 10.5220/0004506601960206

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