All-in-one strategy of platforms: Crafting multiproduct ecosystems

This study examines the All-In-One (AIO) strategy, a digital platform strategy characterized by creating and executing an organized multiproduct ecosystem that integrates highly comprehensive and varied offerings. Using multi-case study methodology, we propose a framework that explains the definition and characteristics of the AIO strategy. By adopting a dual perspective that integrates both demand- and supply-side perspectives, our findings indicate that the AIO strategy facilitates supply-side resource bundling of complementary and exclusive resources and enhances demand-side value creation for users. Moreover, our study highlights the role of cross-product data capabilities and institutional factors in shaping digital platforms’ adoption of the AIO strategy. This research contributes to a deeper understanding of platform innovations on both the supply and demand sides in developing a multiproduct ecosystem. • Digital platforms adopt an All-In-One (AIO) strategy that integrates multiple products in their ecosystems. • The multiproduct innovations require a strategic combination of complementary resources with extensive scope and exclusivity. • It integrates resources across three complementary tiers: entrance, engagement and monetization level. • It also necessitates the iteration of demand side to ensure convenience, seamlessness and uniqueness. • Data capabilities facilitate digital platforms to develop new products and synergize multiple products. • Emerging market institutions create opportunities for digital platforms to adopt AIO strategy.