Collab final

Access>Commodity
By Perry King
Friday, June 7, 2013

Technology has gone through “waves”
of transformation caused by different political,
social and economical movements.

What wave are we riding now?

“Collaborative Consumption” is the most recent
wave that has swept our culture in a completely
new direction.

This recent sustainable and social concept is
helping serve our individual consumer needs,

re-establishing our innate longing for community,

while preparing our world for the future!

Who created it!?

The concept has become widely recognized with
the literature and research of Rachel Botsman
who authored the book What’s Mine is Yours:
The Rise of Collaborative Consumption.

Botman’s speech at the TEDx conference in
Sydney described a cultural and economic
system born out of our increasing personal self-
interest while also preserving the wellbeing of
the entire community.

Okay, but where did it come from?

Collaborative consumption was born out of our
nation’s socioeconomic attitude and diverse
communication methods from the early 2000s
to 2010.

Let’s take a brief lap in history…

Back to Y2K (when the world ended)
In the year 2000, private consumption
expenditures at the household level topped $20
trillion.

Which was more than four times that of 1960

During the 2000s there was an unprecedented
increase in online connectivity between peers…

social medias, online marketplaces, forums,
mobile applications and other network
technologies.

This produced and traded a different variety of
assets!

The peer-to-peer movement redefined what
ownership, distribution, knowledge and sharing
meant in our culture.

PANIC that technology would replace human
interaction was restored!

New innovational online systems brought people
together with an efficiency that was once never
possible.

This movement has changed how we feel as
consumer.

We don’t want the stuff, we want the experience
it contains.

What does this all look like?

1. Redistribution Markets:
Similar to the waste management concept:
Reduce, Reuse, Recycle.

Redistribution markets aim to channel used or
new products from someone who doesn’t want/
need them to someone who does.

Yerdle and Oodle are two examples of companies
that have capitalized on the new dynamic
between buyer and seller.

Similar to Craigslist, but there is a large social
component!

Peer-to-peer(p2p) online retailers allow for
perfect market equilibrium while eliminating
one of the biggest costs to our natural
environment:

PRODUCTION

2. Collaborative Lifestyles: People with similar
interests or needs collaborate together to swap
resources that are often less tangible such as
time, skills and money.

The exchanges in this system are typically on a
community or local level, but…

recently companies have expanded to the
GLOBAL marketplace

Zopa, a peer-to-peer lending company based out
of the UK provides microloans to people
willing meet the investor in the “zone of
possible agreement” (ZOPA).

What’s this all about?

Disruption!

Innovation comes at a cost.

But who reaps the benefits?

The most important part of business.

The CUSTOMER!

Airbnb created a p2p bed and breakfast online
service where people can find cheap
accommodations in almost any major city in
the world through actual homeowners.

These new businesses have become consumed
with the power of user recommendations that
now act as a “reputation capital” for businesses
and individuals.

Sounds like marketing without…

ADVERTISING.

Great brands start movements that create
solutions, connections that rely on user
experience, not the product itself.

As we embark into the new landscape of
reduction in consumption, brands must shift
their systems and organizational development
to fix our environmental and economic
instability.

Where do we go from here?

• Access vs. Ownership: Increased
access>increased ownership

• Within the last decade our society has gone
from car ownership  car sharing  ride
sharing  p2p car rental.

• Why should we own cars outright if the average
car costs $8,000 a year to run and on average it
sits idle for 23 hour a day?

• Brands must be able to redefine ownership and
build upon peer-to-peer systems that have
established a powerful attraction to shared
sustainable access for new innovative products
and used ones.

• Perhaps the same ideology may be reformatted
to help repair the media conglomerates that
have reduced our admittance to cheap internet,
cable and mobile…

Reputation capital: Empower the individual

In the collaborative consumption model
individuals negotiate deals between peers for
products and services and can act as brand
ambassadors for companies.
-Marketing without the advertising-

With traditional retailers out of the picture, online
rental services allow individuals to
communicate their allegiance or opposition to
specific goods in an unmodified manner.

Brands known for durability, increased
availability or those that have been devised for
improvement can create a stronger economic
worth to the consumer.

Positive ratings and reputation in these new
online consumer communities is an invaluable
asset in our collaborative economy where…

Increased UTILITY outweighs increased
commodity!

What is(n’t) wrong with our current model?

Well, in terms of where our economic endeavors
are headed…

it means that a large number of firms in the U.S.
are producing obsolete products and services
while marketing them in an even more archaic
fashion.

Advertising has been trying to play catch up for
quite some time now.

Old forms of media can’t be slapped into digital
platforms, yet we still see banner ads and pop-
ups almost every time we use an online
platform.

Today, customers are seen as a means to an end in
order to be controlled and targeted with a
medium of communication that is supposed to
distract and interrupt the user’s experience.

With the collaborative consumption dynamic let’s
reconsider how advertising can interact with
and affect people’s lives!

Customers are the single most valuable
component to any business that supplies
products and services

Nike+ was able to provide a valuable service to
its customers through supplying a measurable
achievement…

that people can also share with their peers and
community.

Not only does their product enable consumers to
better their own lives, but through sharing on
their online platform you can now compete in
real time.

Let’s save people time + $

What? Advertising can’t do that…

Especially not Walmart… Right?

Walmart Labs launched a food service called
Goodies where subscribers receive a free
sample of different foods every month.

Then customers rate the food and their experience
and choose to subscribe to shopping for their
favorite foods online.

With each review customers write about the
service they earn points they can use for their
next purchase.

Walmart isn’t known for creating preferred
culinary desires for their customers, but it has
embraced the idea of discovery e-commerce
where they help customers find their meals
before they come to the store or order online.

This new social review system that Walmart Labs
developed can be used in many other parts of
their organization.

Ultimately they HELP the consumer!

Social-collaborative technologies disrupt:

marketing, the status quo and business!

The collaborative model empowers customers to
share a different type of product while
restructuring business models to become more
sustainable!

Industry standards are becoming more archaic.

Customers are demanding different platforms not
only to share photos and “like” statuses…

but to share goods and services!

In a world where the “OnDemand” mindset is
rapidly growing…

people are becoming USERS rather than
consumers!

Collab final

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