微软的巨人之路

    网络生态系统通常主要依赖于经济刺激来调动参与者的积极性。为了催化与发展网络生态系统，往往需要某种形式的平台，但平台开发者通常极力拓展参与者彼此合作的能力，而不是严格规定他们可以做什么、不可以做什么。

    苹果（Apple）的iOS应用商店和谷歌（Google）的安卓（Android）市场之间的差别可供我们考量。苹果的应用平台虽利润极为丰厚，但并不构成网络生态系统。苹果层级分明的开发规程以及严格的审查程序限制了实验的范围，它还要求平台开发者（也就是苹果）与参与者之间必须存在相当程度的互动。这一点给用户带来的好处是，它提高可靠性，同时还有利于恪守一定的质量标准。

    相比之下，开放程度很高的安卓平台确实称得上网络生态系统。安卓允许开发者更加自由地进行实验、测试潜在的应用。这种松散而灵活的结构意味着系统内存在着相对更多的“业余级别”应用，但也创造了更多合作与创新的机会。

    尽管当今的许多相关范例都来自科技公司，但网络生态系统的应用并不局限于这一领域。想想马尔科姆•麦克莱恩的故事吧，上世纪50年代他只是个卡车司机。当时，他发现从事运输行业的不同群组之间需要建立更紧密的合作。随后，他开发了一种标准的船运集装箱，并允许全行业使用这种标准。通过鼓励港口管理当局、货主和吊车公司投入资金，采用支持该标准的新设备和新方法，麦克莱恩就像微软一样，加快了新标准的普及，并迅速变革了全球船运行业的面貌。

    我们预计，未来这类网络生态系统将变得更加普及。例如，大数据（Big Data）可能成为滋生新兴网络生态系统的沃土。随着某些公司积累的顾客行为资料越来越丰富、详实，这些零散的数据可用于创造一个“平台”，供参与者开发富有创意的产品与服务。利用各个政府机构所采集的数据的政府2.0项目则代表着另一种可能性，同样有可能促成一个潜力巨大的网络生态系统。

    网络生态系统对当今世界很多行业都具有重要的启示意义。首先，我们可以列出医疗保健、金融服务、传媒与能源行业，它们变革的时机已经成熟。不过，我们不应就此止步。您所在的行业是否也已经做好了准备，迎接这种规模的变革？在您所处的领域，网络生态系统应该以什么面貌出现？正如撞上一个华丽而结实的蜘蛛网，最终的结果可能会让您大吃一惊。

    译者：小宇

    Web ecosystems often rely primarily on economic incentives to mobilize its participants. Platforms of some sort are usually involved in catalyzing and growing web ecosystems, but the platform developer often tries to expand participants' abilities to work with each other rather than tightly specifying what they can and cannot do.

    Consider the differences between Apple's (AAPL) iOS app store to Google's (GOOG) Android marketplace. Apple's app platform, though highly profitable, does not constitute a web ecosystem. Apple's structured development regulations and rigorous screening process limit the scope for experimentation and require a significant level of interaction between the platform developer (Apple) and the participants. It offers the benefit of more reliability for its users and an adherence to certain quality standards.

    By contrast, the largely open Android platform does represent a web ecosystem. Android offers more freedom for developers to experiment and test potential applications. The relaxed and flexible structure means that a greater number of "amateur" applications are available, but it also creates many opportunities for collaboration and innovation.

    Though many of today's examples come from technology companies, the applicability of web ecosystems extends further than this domain. Consider the story of Malcolm McLean, a truck driver in the 1950s. After seeing the need for greater coordination between different groups working in shipping, McLean developed a standardized shipping container and made the standards available industry-wide. By encouraging port authorities, shippers, and crane companies to invest in new equipment and practices to support this standard, McLean, much like Microsoft, was able to speed up adoption and quickly reshape the global industry.

    We expect these web ecosystems to become more prevalent in the future. Big Data, for example, may become fertile ground for new web ecosystems. As certain companies accumulate richer and more detailed profiles of customer behavior, these bits of data can be used to create a "platform" that participants can use to develop innovative products and services. Government 2.0 projects, which make available data accumulated by various government agencies, represent another promising web ecosystem.

    Web ecosystems have meaningful implications for many industries today. For starters, we would single out health care, financial services, media, and the energy industries ripe for disruption. But let's not stop there. Is your industry ripe for change at this scale? What would a web ecosystem need to look like in your field? Like stumbling across an ornate and resilient spider web, the results might surprise you.