Your SlideShare is downloading. ×
Collabeconomy4slideshare 130727084143-phpapp02
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply
1 Like
  • Be the first to comment

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 1. The Official SlideShare on the Collaborative Economy What Companies Must Do When Customers Share –Rather Than Buy Jeremiah Owyang Industry Analyst Jeremiah Owyang
  • 2. Why is the crowd becoming more powerful than companies? Jeremiah Owyang
  • 3. How much will it hurt when the crowd doesn’t need to buy from companies? Jeremiah Owyang
  • 4. What should a company do to respond and stay profitable? Jeremiah Owyang
  • 5. Why embrace a Collaborative Economy? Jeremiah Owyang
  • 6. Let’s look at the past to see where we’re going Jeremiah Owyang
  • 7. The First Era: A few people could publish on the internet Source: Altimeter Group, the Collaborative Economy Report, 2013 Jeremiah Owyang
  • 8. Few of us can publish, I talk, and you listen. Jeremiah Owyang
  • 9. The Second Era: Anyone can publish using social tools Source: Altimeter Group, the Collaborative Economy Report, 2013 Jeremiah Owyang
  • 10. Hmmm. I’ve lost media power. We can speak our minds, and hear trusted opinions. Jeremiah Owyang
  • 11. The Third Era: Usingsame social tools people share products Source: Altimeter Group, the Collaborative Economy Report, 2013 Jeremiah Owyang
  • 12. Using these social sharing sites, I can easily get products and services I can getgoods at no cost from friends. I don’t need to shop at companies. Jeremiah Owyang
  • 13. What role do corporations play if people don’t need them? They stole my cheese. *Sniffle* Jeremiah Owyang
  • 14. The first instinct is for companies to fight it Jeremiah Owyang
  • 15. But they don’t have to fight –they can join Jeremiah Owyang
  • 16. An Opportunity: A New Economic Model Ownership and access is shared between corporations, startups and people. The Collaborative Economy. Jeremiah Owyang
  • 17. For companies to succeed in the collaborative economy The only way, is to let go to gainmore. Jeremiah Owyang
  • 18. Question: Is this a business disruption? Jeremiah Owyang
  • 19. Sharing is not new, our Moms taught us to do it! Jeremiah Owyang
  • 20. But now, people can use technology to do it at a scale without boundaries Jeremiah Owyang
  • 21. Imagine you’re going on a business trip And you can tap the crowd to get what you need—without buying from companies Jeremiah Owyang
  • 22. Transportation Use another person’s car –instead of a taxi corporation. Jeremiah Owyang
  • 23. Lyft enables crowd to be transportation –avoiding taxis Jeremiah Owyang
  • 24. Hospitality …use AirBnb and stay at someone’s house –rather than a hotel. Jeremiah Owyang
  • 25. AirBnb enables crowd to be a hotel Jeremiah Owyang
  • 26. Funding …use peer lending websites to borrow money from the crowd –rather than go to a bank. Jeremiah Owyang
  • 27. LendingClub enables crowd to be a bank Jeremiah Owyang
  • 28. Staffing …hire people from the crowd –rather than working with traditional staffing agencies or HR. Jeremiah Owyang
  • 29. oDesk enables crowd to be a workforce Jeremiah Owyang
  • 30. Facilities …rent office space from other companies that have extra space–rather than work with a traditional property manager. Jeremiah Owyang
  • 31. LiquidSpace enables companies to rent from each other Jeremiah Owyang
  • 32. Food and beverage …enjoy a home cooked meal from someone’s home kitchen—rather than eat at a restaurant. Jeremiah Owyang
  • 33. Feastly enables your neighbors’ kitchens to be a restaurant Jeremiah Owyang
  • 34. Goods and products …get goods and products from the crowd at no cost for our office and home –rather than buying at a store. Jeremiah Owyang
  • 35. Yerdle enables neighbors to gift goods –rather than buy Jeremiah Owyang
  • 36. The impact of sharing can be quite severe Customers can buy once –and share many times amongst each other –reducing the need to buy again. Jeremiah Owyang
  • 37. A properly shared car is… $270,000 Lost Revenue of Auto Sales (1 shared car = 9 cars at average of $30k each.) Jeremiah Owyang
  • 38. What’s causing this? Three major factors. Jeremiah Owyang
  • 39. Societal factors: Access is more important than ownership • Younger generation, or saddled by debt, are realizing access to goods is better than owning them. • Population density and many global cultures are accustomed to sharing. • It means, people don’t need to buy and own things to get what they need. Jeremiah Owyang
  • 40. Economic factors: Activate idle resources • As population grows, earth’s resources stay fixed. • It means that: ―it pays to buy quality, especially when we can re-use or resell to others.‖ Jeremiah Owyang
  • 41. Technology enables easy sharing globally and locally • 87 phones per 100 people on planet • Three quarters of startups use social tech like Facebook Jeremiah Owyang
  • 42. Venture Investors fuel this movement – these startups won’t go away in near time. Out of 200 collaborative economy startups, total funding was over $2 billion Of those funded, the average was $28 million (May 2013, Lyft raised $60m) Jeremiah Owyang
  • 43. The sharing revolution is an unstoppable movement* *Caveat: The only way to stop this movement, is to stop the internet. Jeremiah Owyang
  • 44. What can companies do when they’ve lost power to the crowd? There is a solution Jeremiah Owyang
  • 45. Collaborative Economy: Value Chain The key is to change the way we think: • Products become services • Services become marketplaces • Marketplaces build your products Jeremiah Owyang
  • 46. 1) Company as a Service • Products become services • Customers want access to products, but may not want to own them • Companies must change the relationship and offer • Renting • subscribing • or event lending. Jeremiah Owyang
  • 47. Company as a service isn’t new! Jeremiah Owyang
  • 48. Reality: Toyota and BMW rent cars, as a service • For companies that have high durable goods, unattainable luxuries, idle inventories, or high consideration purchases, allow them to now be a service. • Example: Toyota and BMW now rent cars from their dealership in SF bay area. • To get ahead of changing consumer needs, Toyota and BMW are now services. Jeremiah Owyang
  • 49. Dollar Shave Club offers razors as a service Jeremiah Owyang
  • 50. Peugeot offers Mobility as a service –even renting vans, cars, buses, and bikes Jeremiah Owyang
  • 51. 2) Motivate a Markeplace • Shift services to become a marketplace • Motivating a marketplace is specific. You can’t own the marketplace, you can’t manage it, you simply must help usher them along. In this use case, the goal is to get the people to do these actions among themselves. Jeremiah Owyang
  • 52. Shifting services to become a marketplace • If your company offers services, like a hospitality company serves guests, then learn how to tap into the marketplaces that are already forming in the sharing economy. • There are a number of new activities that people can perform, including resell, co-own, swap goods, lend to each other, or gifting. Jeremiah Owyang
  • 53. Motivate a Market • People are bypassing hotels to stay at unique experiences, using websites like Airbnb. • Example: Rather than stand by the wayside, Lewis discovered a new market opportunity for his guest room to be certified as Marriott certified. • A large brand brings TRUST. Jeremiah Owyang
  • 54. Motivate a Market • Marriot would then funnel trusted guests, perhaps from a loyalty program, and even offer maid, food, or concierge services. • Everyone wins: Lewis gets a trusted guest, the guest gets a local experience at a certified home, and Marriot gets a cut of the transactions –that they would have missed out on completely. Jeremiah Owyang
  • 55. ScotteVest enables second market Jeremiah Owyang
  • 56. Patagonia enables second market and altruism Jeremiah Owyang
  • 57. 3) Collaborative Economy: Value Chain • In this third phase, companies who have marketplaces, must activate them to build their future products. • We call this ―provide a platform.‖It means that companies must empower their crowds to build future products and services. Jeremiah Owyang
  • 58. Provide a Platform This is the hardest level –but yields the most benefits. Jeremiah Owyang
  • 59. Collaboration Many startups are already collaborating with users: -Ideation sites like UserVoice co-ideate new products -Kickststarter co-funds new ideas -Quickly co-builds new products Jeremiah Owyang
  • 60. Imagine if collaboration was extended to: • Co Funding • Co Ideation • Co Creation • Co Distribution • Co Marketing • Co Selling • Co Revenue Jeremiah Owyang
  • 61. Co-Fund new products like Kickstarter Jeremiah Owyang
  • 62. Co-Design products like Nike Jeremiah Owyang
  • 63. Co-Develop like Quirkly Jeremiah Owyang
  • 64. Co-Customize like Etsy Jeremiah Owyang
  • 65. Co-Produce with 3D Printers Jeremiah Owyang
  • 66. Co-Storage of Products with Lockitron Jeremiah Owyang
  • 67. Co-Deliver with Deliv Jeremiah Owyang
  • 68. A crowd built a car: Wikispeed Community led project that: Is crowd co-funded, codesigned, and co-built a working 100MPG car. The crowd designs components, 3D prints them, and mails them to central location for assembly. Car is being sold at $25K per auto. Jeremiah Owyang
  • 69. Collaboration It may be hard to tell the difference between employees and customers as new products are built from the crowd. But the costs of building are leveraged by the crowd, reducing the costs of the company. Jeremiah Owyang
  • 70. Radical –but Efficient: The Crowd Becomes the Company In this future state, the crowd will efficiently fulfill nearly all corporate functions. The only thing remaining,could be ecommerce software and a logo! Jeremiah Owyang
  • 71. Collaborative Economy: Value Chain • The advanced company will deploy all three strategies. • Startups that partner with corporations have opportunities that others don’t. Jeremiah Owyang
  • 72. What will challengeus as we move forward? Jeremiah Owyang
  • 73. Opposing Market Forces Abound 1. Corporate mindset wants to hold onto control –and revenue models 2. Many governments, lobbyists, and institutions oppose 3. Fragmented startup scene creates confusion 4. Excess of startups creates uncertainty on which will last Jeremiah Owyang
  • 74. What are your benefits for letting go to the collaborative economy? Jeremiah Owyang
  • 75. Benefits to letting go 1 More efficient, as the crowd helps you 2 A long-term relationship with your vested customers 3 New value created between people, means new revenues 4 If you act now, you will have first mover advantage Jeremiah Owyang
  • 76. Collaborative Goal: Activate the market around you Opportunity – Harness new business transactions that you were missing out on. Take 20% cut from every market transaction. Sell new value-added services. Jeremiah Owyang
  • 77. To gain this new economy and market, you must leap across, leaving behind old business models Jeremiah Owyang
  • 78. The Collaborative Economy Jeremiah Owyang Industry Analyst @jowyang Jeremiah Owyang
  • 79. Re-imagine Your presentations 925-406-0921