Sharing Economy
                  @JoSanKu

V.1.1 December 2012
< 15 Minutes
$3,000
                            Unused Items




In the US, 80% of the items people
own are used less then once a month.
Hyper
                                        Production
                                        &
                                        Consumption


Couture Consumption, C-Print. David Lachapelle, 1999
The Great Paci๏ฌc Garbage Patch
In the shadow of the Great Recession
   and the Occupy Wall St. movement,
ordinary people are re-negotiating their
 terms with big business. They want to
spend less, do more, and solve problems
together. They are the foundation of the
         new "sharing economy."
De๏ฌnition
โ€œan  economic model based on
sharing, swapping, bartering, trading
or renting access to products as
opposed to ownershipโ€
โ€œThe Sharing Economy is an economic
model based on providingย accessย to
goods and services rather than their
outrightย ownership.โ€
http://www.psfk.com/2012/12/sharing-economy-branding-challenge.html
The sharing economy is a broad term used in this
report that encompasses
the many systems of sharing and redistribution
that exist locally, nationally
and globallyโ€“whether facilitated by individuals,
states or other institutions. It is concerned with
the social, economic, environmental, political and
spiritual bene๏ฌts of sharing both material and non-
material resourcesโ€“everything from time and
knowledge to money and natural resources.




   http://www.stwr.org/economic-sharing-alternatives/๏ฌnancing-the-global-sharing-economy.html
โ€œSharing is to ownership what the iPod is to
   the eight-track, what the solar panel is to
   the coal mine.
   Sharing is clean, crisp, urbane, postmodern;
   owning is dull, sel๏ฌsh, timid, backward.โ€




http://www.nytimes.com/2009/03/08/magazine/08Zipcar-t.html?pagewanted=all&_r=0
Share




 Close Sharing
Friends & Family
Sharing Economy




                 Wide Sharing
         Traditional Sharing Rede๏ฌned
               Strangers & More
By Technology Empowering Peers & Communities
http://www.slideshare.net/NESTA_UK/rachel-botsman-purpose-with-pro๏ฌts
People People People
          Employee to Freelancer


Company
                        Sharing
                       Economy
                       Platform
   Peer
 Provider &
 Consumer
                     Peer(Provider)
                  Proven Reputation and Responsibility
                     through the Platform Provider
TRUST AND SHARE
The More We Share, The More We Have




                 SHARE




                 VALUE
        Economy Environment Society
2000
THE RISE OF
           COLLABORATIVE
           CONSUMPTION




                                                 2010
http://www.ted.com/talks/view/lang/en//id/1037
2010
http://www.ted.com/talks/lisa_gansky_the_future_of_business_is_the_mesh.html
10 Ideas That Will Change the World
        - March 2011, TIME

Sharing
Economy
http://www.slideshare.net/jwtintelligence/jwt-10-trends-for-2013-executive-summary




http://www.slideshare.net/jwtintelligence/jwt-10-trends-for-2013-executive-summary
Drivers
Enablers
iSTEMy


                                           Money
                                                                       Technology



                                         Y
                                         GENERATION




                            Environment                 Society
                            1. Idle Capacity: Tool, Time, Space
                                                                   Idle Capacity
                            2. Society Value of Social Connection and Local Community
                            3. Tech: Smartphone, SoLoMo, p2p Platform
                            4. Environment Environment and Natural Resources
                            5. Money: Save Money, Get Money
                            6. Y Generation
Based on Rachel Botsmanโ€™s Concept
Financing the Global
Sharing Economy

 http://www.stwr.org/economic-sharing-alternatives/๏ฌnancing-the-global-sharing-economy.html
TaskRabbit: $5,000/Month
    Airbnb: $6,000/Year
  Relayrides: $250/Month

Anybody, Micro-Entrepreneur
http://www.slideshare.net/NESTA_UK/zipcar-frerkmalte-feller
Local Economy




Distributed
Good For
Local Economy
โ€œwhen measuring carbon emissions,
home sharing is 66% more effective
  than hotels where as car sharing
 participants reduce their individual
         emissions by 40%.โ€ย 
http://www.ted.com/talks/lang/en/rachel_botsman_the_currency_of_the_new_economy_is_trust.html
New Jobs
New Forms of Self-Employment
Of๏ฌ‚ine
online trust             of๏ฌ‚ine trust
               Sharing




From Strangers to Friends
XY
    GENERATION


                    SHARING
                    ECONOMY

        Me e
            M

     Analog Digital Natives

Car & House Green & Community

     Money Self-Esteem & Social Value
Digital Natives = Web2.0 Natives = Sharing Natives
             Sharing is Natural Activity
http://www.slideshare.net/Zipcar_Inc/millennial-slide-share-๏ฌnal
Share




The Burden of Ownership
     http://blog.ohsowe.com/2011/04/21/the-burden-of-ownership/
http://www.campbell-mithun.com/678_national-study-quanti๏ฌes-reality-of-the-sharing-economy-movement
http://www.campbell-mithun.com/678_national-study-quanti๏ฌes-reality-of-the-sharing-economy-movement
Technology
  LIFE2.0
http://www.ted.com/talks/lang/en/rachel_botsman_the_currency_of_the_new_economy_is_trust.html
Networked Society
Strangers to Friends
                  UNKNOWN
                    TO BE
                   KNOWN
             KNOWN
              TO BE
                        AL K
            FRIENDS OCI R
       FRIENDS      S WO
      FAMILY        NET
 ME
Re-Imagination




Internet Trends
Mary Meeker, KPCB
D10 Conference
May 30, 2012
http://dthin.gs/LjQTAP
$36+
Trillion
http://www.slideshare.net/kleinerperkins/2012-kpcb-internet-trends-yearend-update
Asset-Heavy Lifestyle
                     to Asset-Light Lifestyle



 Space

          Time
Music Video        Money
Housing Riding
Service Textbook
Wallet
Employment
Asset-Light Generation




- Mary Meeker
T he E nd o
                      f Of๏ฌ‚ine




http://techonomy.com/2012/11/techonomy-2012-the-end-of-of๏ฌ‚ine/
Mobile Internet
http://www.slideshare.net/HubSpot/50-mobilefactsdeck62812
web2.0
                      share bits
                   Smartphones/Tablets
PARTICIPATE                                       POWER
   OPEN              Mobile Internet           TO THE PEOPLE
  SHARE                 SoLoMo
                     (online2Of๏ฌ‚ine)
                          o2O
                                              s2 .0
           y2 .0                           tic
       om              LIFE2.0 poli ov2.0
  c on            share atoms & life            g          .0
e
               .0 (stuff space time skill)            any2
            n2                                      p
       at io economy2.0: sharing economy om    c
ed  uc
                  People Local Value
Participate
                                       Social Web
       Open                             Long Tail


          Share




  Economy2.0
                                                     Gov2.0
Sharing Economy



                             LIFE2.0
              Education2.0              Company2.0
LIFE2.0


       Participate


       BITS (MEDIA+SERVICE)
                  +
          ATOMS(STUFFS)
               SKILLS
               SPACE
                TIME
             LIFE STYLE
Open                          Share


 Mobile Internet As Platform
2012~




.-//
1990~




web1.0
         2005~




         desktop


         web2.0
                   mobile     of๏ฌ‚ine


                            LIFE2.0
Business
Economic Logic

Exclusively      Sharing
 Owned          Marketplace

  Idle
Capacity
                 โ€ขMoney
                 โ€ขLocal
                 โ€ขSocial Value
                 โ€ขGreen
Expensive Intermediators




peer2peer sharing economy
Product Service


      Redistribution Markets


                                     Collaborative Lifestyles
        http://www.collaborativeconsumption.com/the-movement/snapshot-of-examples.php
Background of 3 Systems
http://cargocollective.com/emilytuteur/Thesis-OURS
Sharing
Economy
Will Airbnb Ever Be "The Airbnb Forย X"?




  http://techcrunch.com/2011/06/05/will-airbnb-ever-be-the-airbnb-for-x/
TURNING SPARE ROOMS
        INTO THE WORLDโ€™S HOTTEST HOTEL CHAIN




AIRBNB CHIEF PRODUCT OFFICER JOE GEBBIA, CTO NATE BLECHARCZYK, AND CEO BRIAN CHESKY
http://www.slideshare.net/ThiagoPaiva/airbnb-12210879
SF     SF
2008   2011
Fantastic Four +1




http://techonomy.com/2012/11/collaborative-consumption-and-the-sharing-economy/
Staying with Strangers: Hostels, CouchSur๏ฌng,
       AirBnB, StartUpStay, and More




           http://www.thetravelingadvisor.com/2012/12/02/hostels-couchsur๏ฌng-airbnb-startupstay/
http://futureofcarsharing.com/
http://www.slideshare.net/fred.zimny/thenewsharingeconomy
http://www.slideshare.net/NESTA_UK/rachel-botsman-purpose-with-pro๏ฌts
http://www.slideshare.net/NESTA_UK/rachel-botsman-purpose-with-pro๏ฌts
Five Tips for Sharing Economy Start-Ups


                 1. DONโ€™T BE SCARED OF PROFIT
                 2. THINK MORE CRITICALLY ABOUT WHATโ€™S IN IT
                    FOR THE USERS OFFERING THEIR ASSETS TO BE
                    SHARED.
                 3. THE MEDIA LOVES A CASE STUDY
                 4. WORK OUT YOUR MODEL OF REGULATION
                 5. BE MORE ORIGINAL




http://www.brw.com.au/p/sections/fyi/tips_for_collaborative_consumption_safW8q1Brub8BKFLFKdjXM
Issues
http://www.campbell-mithun.com/678_national-study-quanti๏ฌes-reality-of-the-sharing-economy-movement
http://www.ted.com/talks/lang/en/rachel_botsman_the_currency_of_the_new_economy_is_trust.html
Trust between
         @frank
                                         Strangers
Social Pro๏ฌle



              Social Relationship
                Social Activity
                                                            Review and Ratings
Based on the belief that people
are inherently trustworthy.
 http://www.slideshare.net/Mickipedia/building-trust-online-sharing-stuff-of๏ฌ‚ine
Paul Zak: Trust, morality -- and oxytocin
http://www.ted.com/talks/paul_zak_trust_morality_and_oxytocin.html


 โ€ขTrust is innate
 โ€ขTrust important to happiness and well- being
 โ€ขTrust essential to connected, safe communities.
 โ€ขCorrelation between trust and economy
 http://www.slideshare.net/Mickipedia/building-trust-online-sharing-stuff-offline
http://www.ted.com/talks/lang/en/rachel_botsman_the_currency_of_the_new_economy_is_trust.html
http://www.ted.com/talks/lang/en/rachel_botsman_the_currency_of_the_new_economy_is_trust.html
In the 20th century, the invention of traditional
      credit transformed our consumer system, and in
      many ways controlled who had access to what.
                         new trust networks,
      In the 21st century,
      and the reputation capital they
      generate, will reinvent the way we
      think about wealth, markets, power
      and personal identity, in ways we can't
      yet even imagine.




http://www.ted.com/talks/lang/en/rachel_botsman_the_currency_of_the_new_economy_is_trust.html
Value of Your Reputation Capital




http://www.ted.com/talks/lang/en/rachel_botsman_the_currency_of_the_new_economy_is_trust.html
http://www.ted.com/talks/lang/en/rachel_botsman_the_currency_of_the_new_economy_is_trust.html
Life Trust Graph
Your Reputation + Trust of Relationship
       over Your Social Graph
                            Relationship

                  Trust



             Reputation
Facebook โ€“ a portable identity system for the
            sharing economy?




        http://francesca-sp.tumblr.com/post/25791124733/facebook-portable-identity-system
Online Social Graph of facebook

                   bits
   identity

Life Trust Graph for Sharing Economy
                    bits
              atoms & lifestyle
 reputation
Sharing Economy
Price

          Demand                                   Supply




                                                            Supply
         Consumerโ€™s                                           +
  P1                                                        Share
           benefit


  P2
        Producerโ€™s
          benefit


                             Q1          Q2              Quantity
             Not Measurable by the Traditional Economy
Own vs. Share & Access

            Own
              Individual
              Exclusive    Own & Share
              Ownership




                            Sharing Economy
Bits
Atoms
Skill                                        Access
Space
Times                        Shared Access
LifeStyle
share
                                       care

            Social                         trust
           Currency
                                       reputation
                                     local
                                 community
                   environment

     Money            Social
(Economic Value)      Value
http://www.emergence.cc/wp-content/๏ฌles/FOM_infographic_1280x1811.png
Pro๏ฌt                       Non-Pro๏ฌt
Organizations                 Organizations




Economic                               Social
  Value                                Value

                                Sharing
                               Economy
                              Companies

   Economic Value   +   Social Value
B2B: Business to Business



          Sharing
         Economy
         Platform
Measure the Economic Value
               โ€œthe clothesline paradoxโ€




http://www.slideshare.net/timoreilly/the-clothesline-paradox-and-the-sharing-economy-pdf-with-notes-13685423
Taxation
Insurance & Liability
Regulation
Funding
Challenges
โ€ขJobs
โ€ขRegulation
โ€ขlong-Term Growth

โ€ขGrowth of Economy
โ€ขInnovation by Companies
CollaborativeConsumption.com
        Shareable.net
          Mashing.it
Korea
ANABADA
in Korea, 1988

์•„๋‚˜๋ฐ”๋‹ค
๊ณต์œ ๊ฒฝ์ œ์˜ ์›์กฐ.
IMF ์‚ฌํƒœ ์ด๋“ฌํ•ด์ธ 1998๋…„
๋“ฑ์žฅํ•œ ๋Œ€ํ•œ๋ฏผ๊ตญ ๊ตญ๋ฏผ๋“ค์ด
๋ถˆํ•„์š”ํ•œ ์ง€์ถœ์„ ์ค„์ด์ž๊ณ 
๋งŒ๋“  ์šด๋™์œผ๋กœ '์•„๊ปด์“ฐ๊ณ 
๋‚˜๋ˆ ์“ฐ๊ณ  ๋ฐ”๊ฟ”์“ฐ๊ณ  ๋‹ค์‹œ์“ฐ
๊ณ '์˜ ์ค€๋ง
car
            home


                                     space
  book         SHARING
               ECONOMY
                                     guide
clothes        K O R E A
                                    skill
                                 experience
    tools                    child care
            funding   city


 sopoong
                                              september 14, 2012 @josanku
SHARE
CITY
SEOUL       โ€ข์ž์›์˜ ํ™œ์šฉ์„ฑ ๊ทน๋Œ€ํ™”
            โ€ข์‹ ๋ขฐ๊ด€๊ณ„ ํ™•๋Œ€
            โ€ข๊ณต๋™์ฒด ๋ณต์›
            โ€ข์ผ์ž๋ฆฌ ์ฐฝ์ถœ
            โ€ข๋„์‹œ๊ฒฝ์ œ ํ™œ์„ฑํ™”
        http://www.slideshare.net/josanku/share-city-seoul-14380936
Home Sharing Platform



                       in Korea

         Reinvent Airbnb

Now Focus More on Seoul and HanokStay
Social Stay* Marketplace




* 1.Connect People through Online Social Connection. 2. Share Space. 3. Keep the Of๏ฌ‚ine Social Connection.
Home Sharing is
 Money & Love
2008          2011




       San Francisco


           Seoul



       2012            2013
LIFE2.0
               trust reputation
web2.0         graph
social graph


kozaza, of๏ฌ‚ine facebook
Summary
BIG Shift to Sharing Economy
                  Me    We
Individual Ownership    Shared Access
              Global    Local
          Centralized   Distributed
        Idle
         Competition    Collaboration
     Capacity
            Company     People
          Advertising   Community
              Money     + Value
           Consumer     + Micro Entrepreneur
  Credit/Regulation     Reputation
sharing
economy
1%      99%


Capitalism   Sharing
             Economy
โ€œmeet the needs of the present without
compromising the ability of future generations to meet their own needs"




               society                   environment




                             economy



         sustainability | sharing economy
innovation | sharing economy
Bane๏ฌts

โ€ข Money: Local Economy: ์ˆ˜์ต์ฐฝ์ถœ, ์ง€์—ญ๊ฒฝ์ œ ํ™œ์„ฑํ™”
โ€ข Community: ์ง€์—ญ๊ณต๋™์ฒด ๊ฒฐ์† ๋ฐ ํ™œ์„ฑํ™”
โ€ข Environment: ํ™˜๊ฒฝ๋ฌธ์ œ ํ•ด๊ฒฐ๊ณผ ์ž์›์ ˆ์•ฝ
โ€ข Job Creation: ๊ณ ์šฉ์ฐฝ์ถœ. ๋ˆ„๊ตฌ๋‚˜ ๊ฒฝ์ œํ™œ๋™
โ€ขTrustful Society: ์‹ ๋ขฐ์‚ฌํšŒ ๊ตฌ์ถ•. ๋‚˜๋ˆ”๊ณผ ๋ฐฐ๋ ค์˜ ํ–‰๋ณต
โ€ข Innovation: ์†Œ์œ ๋กœ๋ถ€ํ„ฐ ๊ณต์œ  ๊ธฐ๋ฐ˜์˜ ํ˜์‹  ๊ธฐํญ์ œ
โ€ข Welfare : ๊ฒฝ์ œ์ ์ด๊ณ  ๋ณด๋‹ค ํ’์š”๋กœ์šด ์‚ถ
     magic | sharing economy
SW




freedom | sharing economy
Own Less,
                         Live More
http://www.youtube.com/watch?feature=player_embedded&v=L8YJtvHGeUU
Me
I Own

 We
Share

ME=WE
Access > Ownership
Sharing Economy
Sharing Economy
Sharing Economy

Sharing Economy