This is the talk I gave BAPI2011 about the trade-offs between pure platform versus platform as an extension.

1. OMG! HOW COULD THEY COMPETE
WITH THEIR DEVELOPERS?
Steven Citron-Pousty
Technology Evangelist, deCarta

3. SHOCK!!!

4. Evil?

6. Voice
of
Reason

7. “You should expect that the platform
you’re building on top of to do
something that’s not in your interest,”
Wilson said. “If you’re going to stay on
top of that platform forever you might
wake up one day to find that the owner
of the platform is competing with you
and that sucks.”
http://gigaom.com/2011/06/07/fred-wilson-to-devs-expect-platform-owners-to-work-against-you/

8. By h.koppdelaney on flickr

9. Consumer Facing Pure Platform
Power Mashups Power Branded Apps
Started as an app Started as an platform
Platform as an extension ala Mark Suster Platform as a service

10. By Roland on flickr

11. Consumer
By raneko on flickr

12. Platform
By yibadau on flick

13. Some examples from deCarta
Full Stack with Carriers
Powering Samsung bada LBS

14. Moving
Forward
By bufferchuck on flickr

15. Well, I've been 'Cause I've built
afraid of my life around
changing you

16. Not your
best signal
By Orin Zebest on flickr

17. Clear
Boundaries
By Julianmeade on flickr

18. Over-communicate
By ehnmark on flickr

19. Be Clear
What You
By bad9brad on flickr
Expose

20. Don’t be
the
Grape