This study explores the role and impor tance of the platform business model in capturing benefits as well as value in the mobile industry through a case study of the mobile instant messaging (MIM) market and Naver’s LINE mess aging app. Unlike other business mod els, the platform business model has three key features: stability for platfor m providers by virtue of its various rev enue streams, opportunity for busines s expansion for content providers (sup ply side) through its business ecosyst em and ability to satisfy customer nee ds (demand side) by offering a variety of content services. This study conclu des that the platform business model generates healthy profit and value an d that it creates network effects and a viable business ecosystem. It also finds that the mobile industry is a cond ucive environment for the implementat ion of the platform business model an d, hence, the core reason why the mo del is a key innovative business model and strategy for this industry.
