Platform firms have contributed to changes in a variety of industries, by making markets efficient. The manner in which each platform adds value to its users is a critical strategic choice for the entrepreneurs and managers of these firms. As is true for every strategic choice, the specific value creation and capture decisions can be compared to the firm’s signature. Each platform is likely to be unique in its value architecture, and therefore, the trajectory of firm growth and impact on the industry, ecosystem, as well as the user groups.