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What Drives the Sharing Economy?
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What Drives the Sharing Economy?

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What Drives the Sharing Economy?

What Drives the Sharing Economy?

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  • 1. WHAT DRIVESTHE SHARINGECONOMY? Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 1
  • 2. NOT THEGOLDENBOYS Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 2
  • 3. BUT A NEWMARKETINGLOGIC Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 3
  • 4. POWERED BYUBIQUITOUSDIGITALTOUCHPOINTS Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 4
  • 5. THE MARKETINGLOGIC IN THEGOOD OLD DAYS Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 5
  • 6. E-COMMERCE 1.0 (YESTERDAY) FABRICATION SELL CONSUMERSELL PRODUCTS„AS IS“ ONLINE BUY & „DESTROY“ Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide
  • 7. TSUNAMI-LIKE TRANSITION (TODAY) FASCINATE CHOOSE USERSTUCK IN THETRADITIONAL ATL SEARCH &MARKETING ROUTINE COMPARE Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide
  • 8. THIS LOGICIS BROKEN Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 8
  • 9. COMPETITION 1-CLICK AWAY Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 9
  • 10. TRANSPARENCY Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 10
  • 11. PRODUCTSBECOMECOMMODITIES Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 11
  • 12. PETER DRUCKERPETER DRUCKERTHE GREATEST DANGER IN TIMESTHE GREATEST DANGEROF TURBULENCE IS NOT THEIN TIMES OF TURBULENCEIS NOT THE TURBULENCE;TURBULENCE; IT IS TO ACT WITHIT IS TO ACT WITHYESTERDAYSYESTERDAYS LOGIC LOGIC Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 12
  • 13. RED TRANSITION (TODAY)OCEAN FASCINATE CHOOSE USER SEGMENTED PUSH SEARCH & OF PRODUCTS & SERVICES COMPARE Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide
  • 14. CXO QUESTION #1 IN 2013:HOW DO YOU LEVERAGE DIGITALTECHNOLOGY TO CREATE TRUECOMPETITIVE ADVANTAGE ANDMAKE US MORE RELEVANT INTHE MARKET? Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 14
  • 15. ANSWER:IT‘S ALL ABOUTDIGITAL ENABLEDSERVICES –NOT PRODUCTS Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 15
  • 16. DIGITAL CONTINUUM (NEXT)FUSE EXISTING F USE ROFFERINGS WITHDIGITAL SERVICESTO INTEGRATE INTOREAL-LIFE ACTIVITY BOOST ADDITIONALSTREAMS VALUE-IN-USE Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide
  • 17. DIGITAL SERVICES BOOSTTHE VALUE-IN-USE + Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 17
  • 18. DIGITAL SERVICES BOOSTTHE VALUE-IN-USE + Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 18
  • 19. DIGITAL SERVICES BOOSTTHE VALUE-IN-USE + Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 19
  • 20. DIGITAL SERVICES BOOSTTHE VALUE-IN-USE + Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 20
  • 21. DIGITAL SERVICES BOOSTTHE VALUE-IN-USE + Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 21
  • 22. NEW MARKETING LOGIC:SERVICE FIRST,PRODUCTS SECOND Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 22
  • 23. SERVICE FIRST, PRODUCTS SECOND Product-dominant logic Transition Service-dominant logic – 1950s 1950–2000+ today & tomorrow Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 23
  • 24. OK,BUT HOW SHOULDYOU START? Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 24
  • 25. IDENTIFY A RELEVANT INSIGHT F USE R Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 25
  • 26. IDENTIFY A RELEVANT INSIGHT Book empty houses from locals gained city-insights from a fresh, local perspective, making for a truly authentic and memorable experience. Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 26
  • 27. IDENTIFY A RELEVANT INSIGHT People don‘t want to buy and own cars, but drive and experience integrated mobility. Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 27
  • 28. CREATE A DIGITAL PLATFORM Marketing Beautiful & built-in easy to use M DIG OR ITAL PLATF F USE R PLAT ITAL FOR DIG M Ubiquitous Data-driven Touchpoints Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 28
  • 29. RE-INVENT THE MARKETING MIX Dialogue Higher-calling not Propaganda TION Solutions A NIC PR M ODU COMMU DIG OR ITAL PLATF CT F USE R PLAT ITAL C FOR OMM DIG DIA M ME ER CE Programmatic Relationships Media not Transactions Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 29
  • 30. START,IT’S STILL DAY 1 Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 30
  • 31. THANK YOU. Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 31
  • 32. Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 32
  • 33. TOP 10 DIGTAL AGENCY IN EUROPEFORRESTER 2011#1 E-COMMERCE AGENCY IN GERMANYW&V/HORIZONT INTERNET AGENCY RANKING 2012WITH 400+ CREATIVE/TECHNOLOGY TALENTS25% CLIENT SERVICES, 25% CREATIVE, 50% TECHNOLOGYPUBLIC BUTDRIVEN BY AN INDEPENDENT SPIRIT Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 33
  • 34. CLIENTS Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 34