Access>CommodityBy Perry KingFriday, June 7, 2013
Technology has gone through “waves”of transformation caused by different political,social and economical movements.Friday,...
What wave are we riding now?Friday, June 7, 2013
“Collaborative Consumption” is the most recentwave that has swept our culture in a completelynew direction.Friday, June 7,...
This recent sustainable and social concept ishelping serve our individual consumer needs,Friday, June 7, 2013
re-establishing our innate longing for community,Friday, June 7, 2013
while preparing our world for the future!Friday, June 7, 2013
Who created it!?Friday, June 7, 2013
The concept has become widely recognized withthe literature and research of Rachel Botsmanwho authored the book What’s Min...
Botman’s speech at the TEDx conference inSydney described a cultural and economicsystem born out of our increasing persona...
Okay, but where did it come from?Friday, June 7, 2013
Collaborative consumption was born out of ournation’s socioeconomic attitude and diversecommunication methods from the ear...
Let’s take a brief lap in history…Friday, June 7, 2013
Back to Y2K (when the world ended)In the year 2000, private consumptionexpenditures at the household level topped $20trill...
Which was more than four times that of 1960Friday, June 7, 2013
During the 2000s there was an unprecedentedincrease in online connectivity between peers…Friday, June 7, 2013
social medias, online marketplaces, forums,mobile applications and other networktechnologies.Friday, June 7, 2013
This produced and traded a different variety ofassets!Friday, June 7, 2013
The peer-to-peer movement redefined whatownership, distribution, knowledge and sharingmeant in our culture.Friday, June 7,...
PANIC that technology would replace humaninteraction was restored!Friday, June 7, 2013
New innovational online systems brought peopletogether with an efficiency that was once neverpossible.Friday, June 7, 2013
This movement has changed how we feel asconsumer.Friday, June 7, 2013
We don’t want the stuff, we want the experienceit contains.Friday, June 7, 2013
What does this all look like?Friday, June 7, 2013
1. Redistribution Markets:Similar to the waste management concept:Reduce, Reuse, Recycle.Friday, June 7, 2013
Redistribution markets aim to channel used ornew products from someone who doesn’t want/need them to someone who does.Frid...
Yerdle and Oodle are two examples of companiesthat have capitalized on the new dynamicbetween buyer and seller.Friday, Jun...
Similar to Craigslist, but there is a large socialcomponent!Friday, June 7, 2013
Peer-to-peer(p2p) online retailers allow forperfect market equilibrium while eliminatingone of the biggest costs to our na...
PRODUCTIONFriday, June 7, 2013
2. Collaborative Lifestyles: People with similarinterests or needs collaborate together to swapresources that are often le...
The exchanges in this system are typically on acommunity or local level, but…Friday, June 7, 2013
recently companies have expanded to theGLOBAL marketplaceFriday, June 7, 2013
Zopa, a peer-to-peer lending company based outof the UK provides microloans to peoplewilling meet the investor in the “zon...
What’s this all about?Friday, June 7, 2013
Disruption!Friday, June 7, 2013
Innovation comes at a cost.Friday, June 7, 2013
But who reaps the benefits?Friday, June 7, 2013
The most important part of business.Friday, June 7, 2013
The CUSTOMER!Friday, June 7, 2013
Airbnb created a p2p bed and breakfast onlineservice where people can find cheapaccommodations in almost any major city in...
These new businesses have become consumedwith the power of user recommendations thatnow act as a “reputation capital” for ...
Sounds like marketing without…Friday, June 7, 2013
ADVERTISING.Friday, June 7, 2013
Great brands start movements that createsolutions, connections that rely on userexperience, not the product itself.Friday,...
As we embark into the new landscape ofreduction in consumption, brands must shifttheir systems and organizational developm...
Where do we go from here?Friday, June 7, 2013
• Access vs. Ownership: Increasedaccess>increased ownershipFriday, June 7, 2013
• Within the last decade our society has gonefrom car ownership  car sharing  ridesharing  p2p car rental.Friday, June ...
• Why should we own cars outright if the averagecar costs $8,000 a year to run and on average itsits idle for 23 hour a da...
• Brands must be able to redefine ownership andbuild upon peer-to-peer systems that haveestablished a powerful attraction ...
• Perhaps the same ideology may be reformattedto help repair the media conglomerates thathave reduced our admittance to ch...
Reputation capital: Empower the individualFriday, June 7, 2013
In the collaborative consumption modelindividuals negotiate deals between peers forproducts and services and can act as br...
With traditional retailers out of the picture, onlinerental services allow individuals tocommunicate their allegiance or o...
Brands known for durability, increasedavailability or those that have been devised forimprovement can create a stronger ec...
Positive ratings and reputation in these newonline consumer communities is an invaluableasset in our collaborative economy...
Increased UTILITY outweighs increasedcommodity!Friday, June 7, 2013
What is(n’t) wrong with our current model?Friday, June 7, 2013
Well, in terms of where our economic endeavorsare headed…Friday, June 7, 2013
it means that a large number of firms in the U.S.are producing obsolete products and serviceswhile marketing them in an ev...
Advertising has been trying to play catch up forquite some time now.Friday, June 7, 2013
Old forms of media can’t be slapped into digitalplatforms, yet we still see banner ads and pop-ups almost every time we us...
Today, customers are seen as a means to an end inorder to be controlled and targeted with amedium of communication that is...
With the collaborative consumption dynamic let’sreconsider how advertising can interact withand affect people’s lives!Frid...
Customers are the single most valuablecomponent to any business that suppliesproducts and servicesFriday, June 7, 2013
Nike+ was able to provide a valuable service toits customers through supplying a measurableachievement…Friday, June 7, 2013
that people can also share with their peers andcommunity.Friday, June 7, 2013
Not only does their product enable consumers tobetter their own lives, but through sharing ontheir online platform you can...
Let’s save people time + $Friday, June 7, 2013
What? Advertising can’t do that…Friday, June 7, 2013
Especially not Walmart… Right?Friday, June 7, 2013
Wrong!Friday, June 7, 2013
Walmart Labs launched a food service calledGoodies where subscribers receive a freesample of different foods every month.F...
Then customers rate the food and their experienceand choose to subscribe to shopping for theirfavorite foods online.Friday...
With each review customers write about theservice they earn points they can use for theirnext purchase.Friday, June 7, 2013
Walmart isn’t known for creating preferredculinary desires for their customers, but it hasembraced the idea of discovery e...
This new social review system that Walmart Labsdeveloped can be used in many other parts oftheir organization.Friday, June...
Ultimately they HELP the consumer!Friday, June 7, 2013
Social-collaborative technologies disrupt:Friday, June 7, 2013
marketing, the status quo and business!Friday, June 7, 2013
The collaborative model empowers customers toshare a different type of product whilerestructuring business models to becom...
Industry standards are becoming more archaic.Friday, June 7, 2013
Customers are demanding different platforms notonly to share photos and “like” statuses…Friday, June 7, 2013
but to share goods and services!Friday, June 7, 2013
In a world where the “OnDemand” mindset israpidly growing…Friday, June 7, 2013
people are becoming USERS rather thanconsumers!Friday, June 7, 2013
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Collab final

  1. 1. Access>CommodityBy Perry KingFriday, June 7, 2013
  2. 2. Technology has gone through “waves”of transformation caused by different political,social and economical movements.Friday, June 7, 2013
  3. 3. What wave are we riding now?Friday, June 7, 2013
  4. 4. “Collaborative Consumption” is the most recentwave that has swept our culture in a completelynew direction.Friday, June 7, 2013
  5. 5. This recent sustainable and social concept ishelping serve our individual consumer needs,Friday, June 7, 2013
  6. 6. re-establishing our innate longing for community,Friday, June 7, 2013
  7. 7. while preparing our world for the future!Friday, June 7, 2013
  8. 8. Who created it!?Friday, June 7, 2013
  9. 9. The concept has become widely recognized withthe literature and research of Rachel Botsmanwho authored the book What’s Mine is Yours:The Rise of Collaborative Consumption.Friday, June 7, 2013
  10. 10. Botman’s speech at the TEDx conference inSydney described a cultural and economicsystem born out of our increasing personal self-interest while also preserving the wellbeing ofthe entire community.Friday, June 7, 2013
  11. 11. Okay, but where did it come from?Friday, June 7, 2013
  12. 12. Collaborative consumption was born out of ournation’s socioeconomic attitude and diversecommunication methods from the early 2000sto 2010.Friday, June 7, 2013
  13. 13. Let’s take a brief lap in history…Friday, June 7, 2013
  14. 14. Back to Y2K (when the world ended)In the year 2000, private consumptionexpenditures at the household level topped $20trillion.Friday, June 7, 2013
  15. 15. Which was more than four times that of 1960Friday, June 7, 2013
  16. 16. During the 2000s there was an unprecedentedincrease in online connectivity between peers…Friday, June 7, 2013
  17. 17. social medias, online marketplaces, forums,mobile applications and other networktechnologies.Friday, June 7, 2013
  18. 18. This produced and traded a different variety ofassets!Friday, June 7, 2013
  19. 19. The peer-to-peer movement redefined whatownership, distribution, knowledge and sharingmeant in our culture.Friday, June 7, 2013
  20. 20. PANIC that technology would replace humaninteraction was restored!Friday, June 7, 2013
  21. 21. New innovational online systems brought peopletogether with an efficiency that was once neverpossible.Friday, June 7, 2013
  22. 22. This movement has changed how we feel asconsumer.Friday, June 7, 2013
  23. 23. We don’t want the stuff, we want the experienceit contains.Friday, June 7, 2013
  24. 24. What does this all look like?Friday, June 7, 2013
  25. 25. 1. Redistribution Markets:Similar to the waste management concept:Reduce, Reuse, Recycle.Friday, June 7, 2013
  26. 26. Redistribution markets aim to channel used ornew products from someone who doesn’t want/need them to someone who does.Friday, June 7, 2013
  27. 27. Yerdle and Oodle are two examples of companiesthat have capitalized on the new dynamicbetween buyer and seller.Friday, June 7, 2013
  28. 28. Similar to Craigslist, but there is a large socialcomponent!Friday, June 7, 2013
  29. 29. Peer-to-peer(p2p) online retailers allow forperfect market equilibrium while eliminatingone of the biggest costs to our naturalenvironment:Friday, June 7, 2013
  30. 30. PRODUCTIONFriday, June 7, 2013
  31. 31. 2. Collaborative Lifestyles: People with similarinterests or needs collaborate together to swapresources that are often less tangible such astime, skills and money.Friday, June 7, 2013
  32. 32. The exchanges in this system are typically on acommunity or local level, but…Friday, June 7, 2013
  33. 33. recently companies have expanded to theGLOBAL marketplaceFriday, June 7, 2013
  34. 34. Zopa, a peer-to-peer lending company based outof the UK provides microloans to peoplewilling meet the investor in the “zone ofpossible agreement” (ZOPA).Friday, June 7, 2013
  35. 35. What’s this all about?Friday, June 7, 2013
  36. 36. Disruption!Friday, June 7, 2013
  37. 37. Innovation comes at a cost.Friday, June 7, 2013
  38. 38. But who reaps the benefits?Friday, June 7, 2013
  39. 39. The most important part of business.Friday, June 7, 2013
  40. 40. The CUSTOMER!Friday, June 7, 2013
  41. 41. Airbnb created a p2p bed and breakfast onlineservice where people can find cheapaccommodations in almost any major city inthe world through actual homeowners.Friday, June 7, 2013
  42. 42. These new businesses have become consumedwith the power of user recommendations thatnow act as a “reputation capital” for businessesand individuals.Friday, June 7, 2013
  43. 43. Sounds like marketing without…Friday, June 7, 2013
  44. 44. ADVERTISING.Friday, June 7, 2013
  45. 45. Great brands start movements that createsolutions, connections that rely on userexperience, not the product itself.Friday, June 7, 2013
  46. 46. As we embark into the new landscape ofreduction in consumption, brands must shifttheir systems and organizational developmentto fix our environmental and economicinstability.Friday, June 7, 2013
  47. 47. Where do we go from here?Friday, June 7, 2013
  48. 48. • Access vs. Ownership: Increasedaccess>increased ownershipFriday, June 7, 2013
  49. 49. • Within the last decade our society has gonefrom car ownership  car sharing  ridesharing  p2p car rental.Friday, June 7, 2013
  50. 50. • Why should we own cars outright if the averagecar costs $8,000 a year to run and on average itsits idle for 23 hour a day?Friday, June 7, 2013
  51. 51. • Brands must be able to redefine ownership andbuild upon peer-to-peer systems that haveestablished a powerful attraction to sharedsustainable access for new innovative productsand used ones.Friday, June 7, 2013
  52. 52. • Perhaps the same ideology may be reformattedto help repair the media conglomerates thathave reduced our admittance to cheap internet,cable and mobile…Friday, June 7, 2013
  53. 53. Reputation capital: Empower the individualFriday, June 7, 2013
  54. 54. In the collaborative consumption modelindividuals negotiate deals between peers forproducts and services and can act as brandambassadors for companies.-Marketing without the advertising-Friday, June 7, 2013
  55. 55. With traditional retailers out of the picture, onlinerental services allow individuals tocommunicate their allegiance or opposition tospecific goods in an unmodified manner.Friday, June 7, 2013
  56. 56. Brands known for durability, increasedavailability or those that have been devised forimprovement can create a stronger economicworth to the consumer.Friday, June 7, 2013
  57. 57. Positive ratings and reputation in these newonline consumer communities is an invaluableasset in our collaborative economy where…Friday, June 7, 2013
  58. 58. Increased UTILITY outweighs increasedcommodity!Friday, June 7, 2013
  59. 59. What is(n’t) wrong with our current model?Friday, June 7, 2013
  60. 60. Well, in terms of where our economic endeavorsare headed…Friday, June 7, 2013
  61. 61. it means that a large number of firms in the U.S.are producing obsolete products and serviceswhile marketing them in an even more archaicfashion.Friday, June 7, 2013
  62. 62. Advertising has been trying to play catch up forquite some time now.Friday, June 7, 2013
  63. 63. Old forms of media can’t be slapped into digitalplatforms, yet we still see banner ads and pop-ups almost every time we use an onlineplatform.Friday, June 7, 2013
  64. 64. Today, customers are seen as a means to an end inorder to be controlled and targeted with amedium of communication that is supposed todistract and interrupt the user’s experience.Friday, June 7, 2013
  65. 65. With the collaborative consumption dynamic let’sreconsider how advertising can interact withand affect people’s lives!Friday, June 7, 2013
  66. 66. Customers are the single most valuablecomponent to any business that suppliesproducts and servicesFriday, June 7, 2013
  67. 67. Nike+ was able to provide a valuable service toits customers through supplying a measurableachievement…Friday, June 7, 2013
  68. 68. that people can also share with their peers andcommunity.Friday, June 7, 2013
  69. 69. Not only does their product enable consumers tobetter their own lives, but through sharing ontheir online platform you can now compete inreal time.Friday, June 7, 2013
  70. 70. Let’s save people time + $Friday, June 7, 2013
  71. 71. What? Advertising can’t do that…Friday, June 7, 2013
  72. 72. Especially not Walmart… Right?Friday, June 7, 2013
  73. 73. Wrong!Friday, June 7, 2013
  74. 74. Walmart Labs launched a food service calledGoodies where subscribers receive a freesample of different foods every month.Friday, June 7, 2013
  75. 75. Then customers rate the food and their experienceand choose to subscribe to shopping for theirfavorite foods online.Friday, June 7, 2013
  76. 76. With each review customers write about theservice they earn points they can use for theirnext purchase.Friday, June 7, 2013
  77. 77. Walmart isn’t known for creating preferredculinary desires for their customers, but it hasembraced the idea of discovery e-commercewhere they help customers find their mealsbefore they come to the store or order online.Friday, June 7, 2013
  78. 78. This new social review system that Walmart Labsdeveloped can be used in many other parts oftheir organization.Friday, June 7, 2013
  79. 79. Ultimately they HELP the consumer!Friday, June 7, 2013
  80. 80. Social-collaborative technologies disrupt:Friday, June 7, 2013
  81. 81. marketing, the status quo and business!Friday, June 7, 2013
  82. 82. The collaborative model empowers customers toshare a different type of product whilerestructuring business models to become moresustainable!Friday, June 7, 2013
  83. 83. Industry standards are becoming more archaic.Friday, June 7, 2013
  84. 84. Customers are demanding different platforms notonly to share photos and “like” statuses…Friday, June 7, 2013
  85. 85. but to share goods and services!Friday, June 7, 2013
  86. 86. In a world where the “OnDemand” mindset israpidly growing…Friday, June 7, 2013
  87. 87. people are becoming USERS rather thanconsumers!Friday, June 7, 2013

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