Digital enabler and value integration: revealing the expansion engine of digital marketplace

Recently, we have witnessed many startup companies across the world gain a new capability in expanding their scope of businesses in terms of area of coverage and diversity of products/services offered very quickly. This capability is achieved through a well-orchestrated collaboration in offering attractive values to customers. One common thing that startups apply to generate value is by integrating values offered by their collaborators with values generate through a digital enabler so that customers can easily access and enjoy the integrated values. Customers appreciate integrated values accessed through a digital enabler. In addition, they also enjoy a growing value option that giving them plenty of choices in one basket offered by a digital enabler. The objective of this paper is to introduce a business ecosystem framework that can be used to construct and explain any business ecosystem, especially digital marketplace business ecosystems and their core expansion strategies. This paper offers a new paradigm in viewing digital marketplace or digital platform through a tandem concept digital enabler and values integration.