Social networks evolving into service platforms: The Facebook-case from a business model viewpoint

Considering Facebook as one of the most successful social networking platforms turning into a service-platform model, this case study indicates the reasons for this success from a business model point of view. The first section introduces a business model concept based on the latest research. Afterwards the concept has been applied to specify the most important elements of this business model case. This contribution focusses on the value proposition, the target customers, the platformservice and the financial domain of the social network case