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WHAT DRIVESTHE SHARINGECONOMY?     Client: SINNERSCHRADER   Project: WHAT DRIVES THE SHARING ECONOMY?   05.03.2013   00001...
NOT THEGOLDENBOYS     Client: SINNERSCHRADER   Project: WHAT DRIVES THE SHARING ECONOMY?   05.03.2013   00001101   Slide   2
BUT A NEWMARKETINGLOGIC    Client: SINNERSCHRADER   Project: WHAT DRIVES THE SHARING ECONOMY?   05.03.2013   00001101   Sl...
POWERED BYUBIQUITOUSDIGITALTOUCHPOINTS    Client: SINNERSCHRADER   Project: WHAT DRIVES THE SHARING ECONOMY?   05.03.2013 ...
THE MARKETINGLOGIC IN THEGOOD OLD DAYS    Client: SINNERSCHRADER   Project: WHAT DRIVES THE SHARING ECONOMY?   05.03.2013 ...
E-COMMERCE 1.0                                          (YESTERDAY)                    FABRICATION              SELL      ...
TSUNAMI-LIKE TRANSITION                                         (TODAY)               FASCINATE                 CHOOSE    ...
THIS LOGICIS BROKEN     Client: SINNERSCHRADER   Project: WHAT DRIVES THE SHARING ECONOMY?   05.03.2013   00001101   Slide...
COMPETITION 1-CLICK AWAY        Client: SINNERSCHRADER   Project: WHAT DRIVES THE SHARING ECONOMY?   05.03.2013   00001101...
TRANSPARENCY       Client: SINNERSCHRADER   Project: WHAT DRIVES THE SHARING ECONOMY?   05.03.2013   00001101   Slide   10
PRODUCTSBECOMECOMMODITIES        Client: SINNERSCHRADER   Project: WHAT DRIVES THE SHARING ECONOMY?   05.03.2013   0000110...
PETER DRUCKERPETER DRUCKERTHE GREATEST DANGER IN TIMESTHE GREATEST DANGEROF TURBULENCE IS NOT THEIN TIMES OF TURBULENCEIS ...
RED                             TRANSITION                                  (TODAY)OCEAN FASCINATE                   CHOOS...
CXO QUESTION #1 IN 2013:HOW DO YOU LEVERAGE DIGITALTECHNOLOGY TO CREATE TRUECOMPETITIVE ADVANTAGE ANDMAKE US MORE RELEVANT...
ANSWER:IT‘S ALL ABOUTDIGITAL ENABLEDSERVICES –NOT PRODUCTS          Client: SINNERSCHRADER   Project: WHAT DRIVES THE SHAR...
DIGITAL CONTINUUM                                              (NEXT)FUSE EXISTING             F                   USE    ...
DIGITAL SERVICES BOOSTTHE VALUE-IN-USE                                +       Client: SINNERSCHRADER   Project: WHAT DRIVE...
DIGITAL SERVICES BOOSTTHE VALUE-IN-USE                                +       Client: SINNERSCHRADER   Project: WHAT DRIVE...
DIGITAL SERVICES BOOSTTHE VALUE-IN-USE                                +       Client: SINNERSCHRADER   Project: WHAT DRIVE...
DIGITAL SERVICES BOOSTTHE VALUE-IN-USE                                +       Client: SINNERSCHRADER   Project: WHAT DRIVE...
DIGITAL SERVICES BOOSTTHE VALUE-IN-USE                                +       Client: SINNERSCHRADER   Project: WHAT DRIVE...
NEW MARKETING LOGIC:SERVICE FIRST,PRODUCTS SECOND              Client: SINNERSCHRADER   Project: WHAT DRIVES THE SHARING E...
SERVICE FIRST, PRODUCTS SECOND  Product-dominant logic                            Transition                              ...
OK,BUT HOW SHOULDYOU START?    Client: SINNERSCHRADER   Project: WHAT DRIVES THE SHARING ECONOMY?   05.03.2013   00001101 ...
IDENTIFY A RELEVANT INSIGHT                                  F   USE       R         Client: SINNERSCHRADER         Projec...
IDENTIFY A RELEVANT INSIGHT                      Book empty houses from locals                     gained city-insights fr...
IDENTIFY A RELEVANT INSIGHT              People don‘t want to buy and own cars,           but drive and experience integra...
CREATE A DIGITAL PLATFORM    Marketing                                                                                    ...
RE-INVENT THE MARKETING MIX       Dialogue                                                                                ...
START,IT’S STILL DAY 1      Client: SINNERSCHRADER   Project: WHAT DRIVES THE SHARING ECONOMY?   05.03.2013   00001101   S...
THANK YOU.     Client: SINNERSCHRADER   Project: WHAT DRIVES THE SHARING ECONOMY?   05.03.2013   00001101   Slide   31
Client: SINNERSCHRADER   Project: WHAT DRIVES THE SHARING ECONOMY?   05.03.2013   00001101   Slide   32
TOP 10 DIGTAL AGENCY IN EUROPEFORRESTER 2011#1 E-COMMERCE AGENCY IN GERMANYW&V/HORIZONT INTERNET AGENCY RANKING 2012WITH 4...
CLIENTS          Client: SINNERSCHRADER   Project: WHAT DRIVES THE SHARING ECONOMY?   05.03.2013   00001101   Slide   34
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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?

  1. 1. WHAT DRIVESTHE SHARINGECONOMY? Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 1
  2. 2. NOT THEGOLDENBOYS Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 2
  3. 3. BUT A NEWMARKETINGLOGIC Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 3
  4. 4. POWERED BYUBIQUITOUSDIGITALTOUCHPOINTS Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 4
  5. 5. THE MARKETINGLOGIC IN THEGOOD OLD DAYS Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 5
  6. 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. 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. 8. THIS LOGICIS BROKEN Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 8
  9. 9. COMPETITION 1-CLICK AWAY Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 9
  10. 10. TRANSPARENCY Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 10
  11. 11. PRODUCTSBECOMECOMMODITIES Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 11
  12. 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. 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. 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. 15. ANSWER:IT‘S ALL ABOUTDIGITAL ENABLEDSERVICES –NOT PRODUCTS Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 15
  16. 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. 17. DIGITAL SERVICES BOOSTTHE VALUE-IN-USE + Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 17
  18. 18. DIGITAL SERVICES BOOSTTHE VALUE-IN-USE + Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 18
  19. 19. DIGITAL SERVICES BOOSTTHE VALUE-IN-USE + Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 19
  20. 20. DIGITAL SERVICES BOOSTTHE VALUE-IN-USE + Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 20
  21. 21. DIGITAL SERVICES BOOSTTHE VALUE-IN-USE + Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 21
  22. 22. NEW MARKETING LOGIC:SERVICE FIRST,PRODUCTS SECOND Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 22
  23. 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. 24. OK,BUT HOW SHOULDYOU START? Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 24
  25. 25. IDENTIFY A RELEVANT INSIGHT F USE R Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 25
  26. 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. 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. 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. 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. 30. START,IT’S STILL DAY 1 Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 30
  31. 31. THANK YOU. Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 31
  32. 32. Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 32
  33. 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. 34. CLIENTS Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 34

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