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Alibaba's DingTalk: Designing a Digital Platform
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DingTalk was a digital platform launched by multinational technology conglomerate Alibaba Group Holding Limited. The predecessor of DingTalk, Laiwang, was initially intended to compete with social networking apps such as Tencent Holdings Limited's popular WeChat. Laiwang failed to take off, so Alibaba quickly and agilely pivoted, steering DingTalk's strategy to focus on business users instead of consumers. The vision for DingTalk became a digital platform for facilitating the transformation of both small- and-medium sized enterprises and a digital operating system for large corporations. However, in a climate of constantly-evolving business and social environments and needs, DingTalk's design and strategies needed to evolve as well. What strategy should DingTalk pursue for its future growth and evolution?