Gsj11 bcn fr_keynote_aldo

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Keynote @ Global Service Design - Barcelona about Changing models of Ownership-project of Claro Partners

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  • A consequence of too much stuff (here in the west, and perhaps large segments of the BRIC countries and Africa may bypass a hyperconsumption period like our 80s and 90s due to cultural focus on sharing and not a cultural tradition of collecting and keeping ‘stuff’ (music on mobile example) currency Is currency. It means ACCESS INSEAD OF OWNERSHIP2 sides: now people can participate in things they don’t / can’t own – things they used to own that are more convenient to oursource as a service and things they couldn’t afford before that they can have a stake in in many different waysOne response is collaborative consumption: A movement to reduce what is owned. No reduction in access to products, services, and experiences that people value and need. Based upon critical mass of consumer choice; no sacrifice in consumption.Reduction of costs to the consumer is a fundamental business requirement.It is characterised by changing focus:Credit  ReputationAdvertising  CommunityIndividual ownership  Shared AccessHyper-Consumption  Collaborative Consumption
  • 3 interesting stories from BRIC: twitter, appropriating and adding value, and creating something better
  • Arbitrage has become second nature with eBay and CraigsList. Cottage industries are booming because the difficulty of connecting to a buyer for something of value you have is so easy now
  • Gsj11 bcn fr_keynote_aldo

    1. 1. Aldo de Jong, Claro Partners<br />Transforming understanding into value<br />
    2. 2. 2<br />
    3. 3. Creating value at four levels<br />SocietyMaking sense of shifts in the world (in human behavior, culture, technology, business, regulation, resources).MarketUncovering hidden opportunities for new or improved products and services, ways to interact with customers, and to enhance your brand.<br />ExperienceCreating differentiating experiences for customers, including guidance to clients' business, technical, and creative teams during implementation and launch.<br />Organisation<br />Creating more customer-centric, resilient ways of working, (methods, capabilities, teams and processes).<br />3<br />
    4. 4.
    5. 5.
    6. 6. 6<br />
    7. 7. 7<br />
    8. 8.
    9. 9.
    10. 10. KEEPING CONTROL OF BELONGINGS<br />AVOIDING HARDSHIP OF MAINTENANCE<br />FINDING DISPOSAL STRATEGIES<br />+<br />JOY <br />OF <br />OWNERSHIP<br />BURDEN <br />OF OWNERSHIP<br />-<br />Acquisition<br />Post-use<br />Use<br />TIME<br />10<br />
    11. 11. 11<br />
    12. 12. ♫<br />12<br />
    13. 13.
    14. 14. Physical<br />Digital<br />EXCLUSIVE<br />REPRODUCIBLE<br />TANGIBLE<br />INTANGIBLE<br />SCARCE<br />ABUNDANT<br />LIMITED OPTIONS<br />NUMEROUS OPTIONS<br />SHARE WITH FEW<br />SHARE WITH MANY<br />Conventions <br />in the online world<br />Frustrations of translation<br />Conventions<br />in real world<br />14<br />
    15. 15. COMMUNITY<br />BASED ON TRUST & SHARED VALUES<br />EXCHANGE<br />OURS<br />YOUR STUFF<br />MY STUFF<br />15<br />
    16. 16.
    17. 17. Landscape of Alternative Models of Ownership & Value Exchange<br />17<br />
    18. 18. Model<br />Example business<br />Challenging<br />Bank loans and savings accounts<br />Durable goods brands<br />Car rental and car ownership<br />Newspapers and magazines<br />18<br />
    19. 19. Commissionu<br />tPayment<br /><ul><li>Match Supply/Demand</li></ul>& Insurance<br />Match Supply/Demandu<br />& Insurance<br />DVD playeru<br />CAR USER<br />CAR OWNER<br />CONSUMER<br />Car u<br />tRentalfee<br />19<br />
    20. 20.
    21. 21. Belgium<br />USA<br />Belgium<br />Netherlands<br />USA<br />France<br />Netherlands<br />Germany<br />Spain<br />Austria<br />Italy<br />Canada<br />UK<br />
    22. 22. Creating Value ThroughParticipatory Service Networks<br />January 2011<br />
    23. 23. In the past, products were the end <br />point of the customer experience. <br />In the future, they will be <br />the starting point.<br />Consumers increasingly expect a dynamic relationship with a brand in which they interact with it through multiple channels.<br />
    24. 24. The economy is becoming bottom-up, participatory, <br />co-owned and open. Individuals and <br />their interests still matter. <br />Innovations are increasingly arising out of small initiatives which, when combined, can develop into global systems of enormous scale.<br />
    25. 25. The consumer’s role has changed from isolated to connected, from unaware to informed and from passive to active.<br />From micro-entrepreneurs to brand ambassadors – consumers are no longer just the recipients of services. They inform themselves online, identify business opportunities and connect with others to share their experiences.<br />
    26. 26. People are no longer relying on advertising or brands to make decisions; they are looking to <br />“people like them”<br />Social platforms have connected people with similar affinities into networks where <br />trust and risk play important and potentially new roles.<br />
    27. 27. The line that divides the inside from the outside of your company is blurring.<br />The successful companies of tomorrow are involving people beyond their employees in value creation today, and developing ways to establish trust and mitigate the risks in this shift.<br />
    28. 28. Project overview<br />Timeline to show major phases of the project<br />The New Service Economy<br />Proprietary information<br />Shared between clients<br />Half-day work session: Planning for the Future” at client companies <br />2-day workshop involving all client companies<br />Data gathering<br />Ethnographic research in China, US, Brazil, UK and India, secondary research, expert interviews and co-creation workshops<br />Half-day work session<br />Planning for the Future conducted in-house with client companies;<br />delivery of final report<br />Analysis/synthesis<br />of research<br />Group breakout sessions with client companies within workshop<br />Stakeholder interviews within client organisations<br />MAY<br />FEBRUARY<br />MARCH<br />APRIL<br />CONTEXTUAL INQUIRY<br />SYNTHESIS<br />IDEATION<br />28<br />
    29. 29. Thank you<br />

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