Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

The Share Economy - insights & trends by www.frechundwuest.de

Sharing Economy, Collaborative Consumption, the Mesh or the Support Economy. There are many different names for this development. This presentation has been created to show the facets of the Sharíng Econmy and the motivation of consumers.
by

FRECH & WUEST

on 5 November 2013

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of The Share Economy - insights & trends by www.frechundwuest.de

SHARECONOMY
Shareconomy
Drivers of the Share Economy:
Social Drivers
Technology Drivers
Economic Drivers
How is the general development to be characterised?

Past:
Industrial economy
Present:
Network economy
Future:
Collaborative economy
Market supply:
Product benefit:
Interaction:
Peer-Group:
Social-structure:
Creation of value:
Shortage
Static
Monologue
Few Contacts
Family
Products
Abundance
Substitutable
Dialog
Many contacts
Singles
Services
On-Demand
Individualised
Cooperation
Selective contacts
Community
Support

Prosumption
Collective-
Convenience
Social-
Experience
Collaborative
Consumption
Consumers utilize the networks
- On-Demand
- Community-Sourcing
- Self-Optimization
Consumers seek immaterial values
- Sensation-Seeking
- Social exchange
- Altruism

Consumers become micropreneurs
- Providers
- Producers
Maximization of benefits by sharing ressources.

Dimensions of consumer motivation:
Digital networks enables the consumer to offer unused resources in an uncomplicated way.
Production is becoming more decentralised and will be effecting everything from knowledge to products.
Using services or products on-demand provides flexibility and lower costs.
The digital community inhibits more specialisations and less timely restrictions than every conventional provider.
No matter if home-automation or aspects of the quantified-self.
Sharing data creates an added value.

Experiences become more important than material goods.
The longing for social contact is being satisfied by social networks.
But consumers also act unselfish or with environmental issues in mind.
Teilen bedeutet nicht schenken...
Wir mieten Mobilität...
...einen Arb
"The sharing economy refers to economic and social systems that enable shared access to goods, services, data and talent. These systems take a variety of forms but all leverage information technology to empower individuals, corporations, non-profits and government with information that enables distribution, sharing and reuse of excess capacity in goods and services."



But what exactly is the "Share Economy"?

We already share, rent, borrow or swap cars, workplaces,
tasks, babysitters, education, bicycles, skills, food,
garages, gardens, handbags, hotel rooms, ideas,
investments, clothes, media, parkingslots, power, animals,
washing machines, tools, empty space and much more.
Four categories of "shareables" can be identified:
We share
products

We share
ideas

Im Kern kann jedoch festgehalten werden:

"Das Teilen einer Ressource ermöglicht potenziell
eine bessere Ausnutzung ihres Potenzials als der
exklusive Zugriff durch nur einen Nutzer."

(Wikipedia, 2013)
We share content

"Access trumps ownership."


"This emerging model is now big and disruptive enough
for regulators and companies to have woken up to it.
That is a sign of its immense potential.
It is time to start caring about sharing."

(the economist, 2013)
"(...) in the twentieth century of hyper-consumption
we were defined by credit, advertising and what we owned;
in the twenty-first century of collaborate consumption
we will be defined by reputation, by community,
and by what we can access and how we share (...)"


And it is expanding...



Characteristics of the Share Economy:
What benefits do the consumers receive?
Singelisierung
Zunehmende Singelisierung der Gesellschaft, losere Familienstrukturen, größere Peer-Groups und eine erhöhte Mobilität erzeugen neue Beziehungsmuster.

- 1990 lebten 35% der Deutschen in einem Singelhaushalt.
Heute sind es bereits 40,5%. 2030 sollen es 43,4% sein
(Statistisches Bundesamt, 2013).
- In Deutsch­land lebte 2012 knapp die Hälfte (49%) der
Bevöl­kerung in Fami­lien. 1996 lag dieser Anteil mit 57%
noch deut­lich höher (Statistisches Bundesamt, 2013).
- 1985 hatte jeder im Schnitt 6 enge Freunde und 35
Bekannte. 2008 hatten wir 9 enge Freunde und 155
Kontakte (Psychologie heute 08/2008).
- Heute haben wir im Durchschnitt 342 "Freunde" auf
Facebook (Stephen Wolfram, 2013).


Impact:
Der Wandel sozialer Strukturen, erweckt die Sehnsucht nach Anerkennung, persönlichen Austausch und Gemeinschaft.
Digitalsierung
Eine zunehmende Verbreitung von internetfähigen Endgeräten, das Internet der Dinge, immer effizientere Prozessoren und eine noch nie da gewesene menge an Daten erweitert die Durchdringung digitaler Netzwerke.

- “…between the dawn of civilisation and 2003, we only
created five exabytes; now we’re creating that amount every
two days.” (Eric Schmidt, CEO Google, 2010)
- In Deutschland werden 2013 rund 28 Millionen
Smartphones verkauft, eine Steigerung um 29 Prozent
gegenüber dem Vorjahr.
- Anfang 2013 nutzten fast 34 Millionen Deutsche die
Mobilfunkstandards der dritten und vierten Generation.
- 70 Prozent der deutschen Bevölkerung ab 14 Jahre kauft
online ein. (Bitkom, 2013)

Impact:
Digitale Netzwerke erleichtern den Zugang zum Teilen.
Es entstehen aber auch neue Erwartungshaltungen und veränderte Formen der Kommunikation.
Intensivierung
Gesättigte Märkte, steigender Innovationsdruck, zunehmende Internationalisierung und eine bevorstehende Ressourcenknappheit setzt die Märkte unter Druck.

- Qualitätsunterschiede zwischen Produkten sind nur noch
marginal. (Kroeber-Riel, Weinberg & Gröppel-Klein, 2009)
- „drastische Verkürzung der Produktlebenszyklen (...)
In Deutschland waren es innerhalb von zwei Jahre fast
100.000 Produktinnovationen. Im Durchschnitt gelangen
demnach 600 neue Produkte innerhalb einer Woche auf den
Markt.“ (Esch, 2012).
- Die Floprate bei Produktneueinführungen liegt bei ca. 70 %
(GfK, 2010).
- "Wenn jeder auf dem Planeten leben würde wie ein
durchschnittliches amerikanisches Kind, würden wir fünf
Erden benötigen, um sie während ihres Lebens versorgen zu
können (Global Footprint Network & WWF, 2009).

Impact:
Die Entwicklung erfordert ein effizienteres System, um den Hyperkonsum befriedigen zu können.

But why is this topic so relevant for companies?


"The central strategy is, in effect, to "sell" the same product multiple times.
Multiple sales multiply profits, and customer contact. Multiple contacts multiply opportunity
- for additional sales, for strengthening a brand, for improving a competitive service,
and for deepening and extending the relationship with customers."



We share
resources



Especially when considering that we are beeing confronted with ever-shorter innovation
cycles and a growing variety of options, property becomes the limiting factor in achieving
the needed flexibility.

And this applies to companies aswell as to consumers.

Literaturverzeichnis:

BBDO Consulting GmbH (2009). Brand Parity Studie 2009. Verfügbar unter: http://www.batten- company.com/uploads/media/20090219_Brand_Parity_Studie_2009_01.pdf (30.11.12).

BITKOM e.V. (2013). Kultur des Teilens. Verfügbar unter: http://www.bitkom-research.de/Presse/Pressearchiv-2013/Das-Internet-schafft-eine-Kultur-des-Teilens (20.09.2013).

Botsman, R., Rogers, R. (2011). What´s mine is yours – how collaborative consumption is changing the way we live. London: HarperCollins.

Brand eins Medien AG (2013). Sein und Haben. (Heft 05 Mai 2013), S. 38.

Esch, F.-R. (2012). Strategie und Technik der Marken-Führung – 7. Auflage. München: Verlag Franz Vahlen.

Gansky, L. (2010). the mesh – why the future of business is sharing. New York: Penguin Group.

Global Footprint Network & WWF´s Living Planet Report. (2009). Verfügbar unter: footprintnetwork.org/images/uploads/EO_Day_Media_Backgrounder.pdf (20.09.13).

Gutjahr, G. (2011). Markenpsychologie. Wie Marken wirken – Was Marken stark macht. Wiesbaden: Gabler Verlag.

Kocyigit, O. (2012). Brand Confusion und der Verfall des Markenwerts – Eine empirische Untersuchung unter Verwendung des PLS-Verfahrens. Hamburg: Verlag Dr. Kovac.

Kroeber-Riel, W., Weinberg, P., Gröppel-Klein, A. (2009). Konsumenten-Verhalten – 9. Auflage. München: Verlag Franz Vahlen.

Neuner, M. (2005). Der Beitrag des Konsums zu einem gelingenden Leben. Zeitschrift für Wirtschafts- und Unternehmensethik (zfwu), 6 (2), 195-214.

Springer Fachmedien Wiesbaden GmbH (2013). Sharing Economy. Verfügbar unter: http://wirtschaftslexikon.gabler.de/Archiv/688938792/sharing-economy-v4.html (20.09.13).

Statistisches Bundesamt (2013). Haushalte & Familien. Verfügbar unter: https://www.destatis.de/DE/ZahlenFakten/GesellschaftStaat/Bevoelkerung/HaushalteFamilien/HaushalteFamilien.html (20.09.13).

Weers, J.-P. (2008). Markenimagekonfusion als Managementherausforderung. Wiesbaden: Gabler Verlag.

Handelsblatt GmbH (2012). Werbung nervt!. Wirtschafts Woche. Verfügbar unter: http://www.wiwo.de/unternehmen/dienstleister/werbesprech-werbung-nervt/6519856.html (20.09.13).

The


(The Economist, 2013)
(Charles Leadbeater, 2008 zitiert nach Botsman & Rogers, 2011)
(Wikipedia, 2013)


(Gansky, 2010, S. 5-6)

83%
of german internet users
share content via digital channels.
450.000
germans used Car-Sharing services in 2012.
500.000
bicycles are integrated
in bike-sharing services in over 500 cities.
More than
More than
4 m.
people have used airbnb.
More than
$804 m.
have been collected by Kickstarter.
49,181 projects have been founded.
37%
"of german internet users have already been involved in an online product development or would consider it".


Share Economy related strategies can serve to reach the following objectives:

- Increase resells of products

- More efficient utilisation of resources

- Strengthen customer loyalty by a higher contact rate

- Brand-sharpening by concentraiting on problem solving

- Increase the involvement of the target group

- Expanding the business model to secondary markets


3,6 m.
transactions have been made by the 1,2 m users since the site kleiderkreisel.de went online in 2009.
Approx.
£ 383 m.
have been transfered as P2P-loans via Zopa.
Aprox.

Communication




Product




Brand




Community




Traits of the Share Economy can be applied on different corporate levels.




Conclusion:


It is not a revolution, but an evolution of consumer markets

In general consumers do not strive for abstinence. They gain individual benefits and are
willing to pay for it

Ignoring this this development will lead to losing market shares or missing out on growth
opportunities

Even though there are legal issues that will have to be dealt with, the masses will prevail



(Bitkom, 2013)
(Bundesverband CarSharing, 2013)
(Earth Policy Institute, 2013)
(Kleiderkreisel.de, 2013)
(airbnb.com, 2013)
(zopa.com, 2013)
(kickstarter.com, 2013)
(Bitkom, 2013)









About us:

We are Frech & Wuest. A Consultancy specialised in the field of collaborative consumption.
Our mission is it to help companies understand and embrace the current developments of
consumer markets. In specific, we develop brands, strategy, products & services and
help in managing existing and building future brand communities.

www.frechundwuest.de

by
The Share Econony
Full transcript