Slides from a Masterclass I did at WeFab in São Paulo, for business executives and entrepreneurs: 1) Introduction 2) The Long Tail of Production 3) Uberization? No: Platform Economy 4) Open, Collaborative & Decentralized 5) Exercise: The Platform Design Toolkit

1. Benjamin Tincq
@btincq
Digital Networks & Platform Business Models
São Paulo Masterclass – December 9th, 2016 @ WeFab

2. | Introduction |
The Long Tail of Production
Digitalization: Platform Economics
Open. Collaborative. Decentralized.
Toolkit: Platform Design

3. Benjamin Tincq
@btincq
ben@goodtech.cc

4. Tim O’Reilly
2015
Ronald Coase
1937

5. Introduction
| The Long Tail of Production |
Digitalization: Platform Economics
Open. Collaborative. Decentralized.
Toolkit: Platform Design

6. 2006

7. PROSUMER
Producer + Consumer
1980 - Alvin Toffler

8. 1990 - First Web Page
Tim Berners-Lee at CERN
1993-1994 - First Browsers
Mosaic & Netscape Navigator
1993-1998 - First Search Engines
Google launched in 1998
Connectivity : The World Wide Web

9. Production Tools : Hardware

10. Production Tools : Software

11. Cost to Launch an Internet Startup
Source: Mark Suster / Graphics: AngelCube

13. Source: Kelly Services

14. data source by Deskmag
picture courtesy of http://agoracollective.org/

18. 3D Printer Laser Cutter CNC Router Desktop WaterJet
Digital Power Tools CNC Knitting Machine PCB Prototyping

21. Smart City → Smart Citizen

24. from PITO
Product In → Trash Out
to DIDO
Data In → Data Out

28. Introduction
The Long Tail of Production
| Digitalization: Platform Economics |
Open. Collaborative. Decentralized.
Toolkit: Platform Design

29. The world’s ...
… Largest taxi company owns no taxi (Uber)
… Largest accomodation provider owns no real estate (Airbnb)
… Largest telcos own no infrastructure (Skype, WeChat)
… Largest retailers own no inventory (Alibaba, Amazon)
… Largest media publisher creates no content (Facebook)
… Largest culture distributor do not produce (all) content (Netflix, Spotify)
… Largest software vendors do not write (all) apps (Apple, Google)

30. Source: Thinque 2015

39. Network Effects: when a product or
a service becomes more valuable
as more people use it.

40. Source: a16z http://www.slideshare.net/a16z/network-effects-59206938

41. Source: a16z http://www.slideshare.net/a16z/network-effects-59206938

42. TOUGH QUESTIONS

46. Source: a16z http://www.slideshare.net/a16z/network-effects-59206938
Machine
Learning

49. 47% of existing jobs are likely to be
automated within the next 20 years.
University of Oxford, 2013
85 people concentrate as much wealth
as the poorest half of the world.
Oxfam UK, 2014

52. Introduction
The Long Tail of Production
Digitalization: Platform Economics
| Open. Collaborative. Decentralized |
Toolkit: Platform Design

53. CO-OPERATION

55. VS

62. OPEN & P2P

63. “Open means anyone can freely access,
use, modify, and share for any purpose”
http://opendefinition.org

65. Commons-Based
Peer Production
2006 - Yochai Benkler
“a new model of socioeconomic production
in which large numbers of people work
cooperatively to produce a commons”

66. Collaborative
Development of
The Linux Kernel

67. electronics
furniture
clothing
machine tools
bikes energy cars
agriculture
biology architecture
aerospace
cameras

68. First open source 3D printer
(that is self-replicable)
Created in 2005 by Adrian Bowyer
at the University of Bath (UK)

70. “If the Internet teaches us anything, it is that great
value comes from leaving core resources in a
commons, where they're free for people to build
upon as they see fit.”
Lawrence Lessig,
founder Creative Commons

72. source: http://wikihouse.cc/partners/

76. Open =/= Free(Beer)

77. “ If your idea is unique, easily
copied and can be sold on a
local market, it will be. ”
Nathan Seidle
Founder of Sparkfun Electronics

78. 1. PRODUCT DEVELOPMENT
2. MARKETING & BRAND
3. HAPPY USERS

79. image courtesy of OSVehicle

83. 12 PROJECTS. 200 PARTICIPANTS.
5 WEEKS OF CO-LIVING & CO-MAKING

97. BLOCKCHAINS

100. Declaration of Independence of Cyberspace
John Perry Barlow - Davos, 1996

101. Internet has decentralized information exchange ...
but value exchange still requires a “trusted intermediary”
as well as: banks, insurers, notaries, public registries, governance
systems, online voting, labels and certifications, ...

102. Blockchain allows the
“Internet of Value”
= decentralized value exchange without intermediary

104. TRANSACTIONS
of Digital Assets
3 Main Categories of Blockchain Applications
SECURE REGISTER
of Information
SMART CONTRACTS
& DAOs (Decentralized
Autonomous Organizations)

109. #4 : “The World Computer”

110. Mist Browser
DApps (Decentralized Applications)
& Smart Contracts
EVM (Ethereum Virtual Machine)
+ languages, protocols, etc
Hardware Clients (Infrastructure)
= computers of the network
Source: Benjamin Tincq / CC-BY

111. “A Smart Contract is a computerized transaction
protocol that executes the terms of a contract.”
Nick Szabo, 1994

112. Decentralized
Autonomous
Organizations
“an organization that’s self-governing and not
influenced by outside forces: its software
operates on its own, with its by-laws
immutably written on the blockchain, not
controlled by its creators.”
Stephan Tual, Slockit

118. Technology is the answer.
But what was the question?
Cedric Price

120. Introduction
The Long Tail of Production
Digitalization: Platform Economics
Open. Collaborative. Decentralized.
| Toolkit: Platform Design |

122. ROLES IN A PLATFORM
Platform
Owners
Stakeholders Partners Peer
Producers
Peer
Consumers
players who owns
the vision behind the
realization of the
market and ensure
that the platform
exists
entities that have a
specific interest in
platform success or
failure, in controlling
platform
externalities and
outcomes
professional entities
that seek to create
additional
professional value
and to collaborate
with platform owners
with a stronger
relationship
entities interested
in providing value
on the supply side
of the
ecosystem/marketp
lace, seeking for a
better performance
entities interested in
consuming, utilizing,
accessing the value
that the is created
through and on the
platform
SUPPLY DEMANDIMPACT

123. AIRBNB EXAMPLE

124. 1. EXPLORE THE
ECOSYSTEM and the
MOTIVATIONS to JOIN and
EXCHANGE VALUE
(BRIEFING)

128. 2. IMAGINE
TRANSACTIONS AND
INTERACTIONS
(BRIEFING)

131. 3. FOCUS ON: THE
EVOLUTIONARY PATHS
(BRIEFING)

134. 4. NOW IT’S YOUR TURN!

135. THANK YOU!
Let’s keep in touch
Benjamin Tincq
@btincq
ben@goodtech.cc