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What Drives the Sharing Economy?
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SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101
WHAT DRIVES THE SHARING ECONOMY?
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SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101
NOT THE GOLDEN BOYS
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SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101
BUT A NEWMARKETINGLOGIC
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SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101
POWERED BY UBIQUITOUSDIGITAL TOUCHPOINTS
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SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101
THE MARKETING LOGIC IN THE GOOD OLD DAYS
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SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101
SELL
E-COMMERCE 1.0(YESTERDAY)
FABRICATION CONSUMER
SELL PRODUCTS „AS IS“ ONLINE BUY & „DESTROY“
SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101
TSUNAMI-LIKE TRANSITION(TODAY)
CHOOSE FASCINATE USER
STUCK IN THE TRADITIONAL ATL MARKETING ROUTINE
SEARCH & COMPARE
SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101
THIS LOGICIS BROKEN
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SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 9
COMPETITION 1-CLICK AWAY
SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 10
TRANSPARENCY
SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 11
PRODUCTSBECOMECOMMODITIES
SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 12
PETER DRUCKER
THE GREATEST DANGER IN TIMES OF TURBULENCE IS NOT THE TURBULENCE; IT IS TO ACT WITH YESTERDAY'S LOGIC+
THE GREATEST DANGER IN TIMES OF TURBULENCEIS NOT THE TURBULENCE; IT IS TO ACT WITH YESTERDAY'S LOGIC
PETER DRUCKER
SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101
TRANSITION(TODAY)
SEGMENTED PUSH OF PRODUCTS & SERVICES
SEARCH & COMPARE
CHOOSE FASCINATE USER
REDOCEAN
SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 14
CXO QUESTION #1 IN 2013:
HOW DO YOU LEVERAGE DIGITAL TECHNOLOGY TO CREATE TRUE COMPETITIVE ADVANTAGE AND MAKE US MORE RELEVANT IN THE MARKET?+
SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101
ANSWER:
IT‘S ALL ABOUT DIGITAL ENABLED SERVICES – NOT PRODUCTS
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SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101
DIGITAL CONTINUUM(NEXT)
F RUSEFUSE EXISTING OFFERINGS WITH DIGITAL SERVICES TO INTEGRATE INTO REAL-LIFE ACTIVITY STREAMS
BOOST ADDITIONAL VALUE-IN-USE
SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 17
DIGITAL SERVICES BOOST THE VALUE-IN-USE
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SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 18
+
DIGITAL SERVICES BOOST THE VALUE-IN-USE
SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 19
DIGITAL SERVICES BOOST THE VALUE-IN-USE
+
SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 20
DIGITAL SERVICES BOOST THE VALUE-IN-USE
+
SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 21
DIGITAL SERVICES BOOST THE VALUE-IN-USE
+
SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101
NEW MARKETING LOGIC:
SERVICE FIRST, PRODUCTS SECOND
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SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 23
Product-dominant logic Transition Service-dominant logic
– 1950s 1950–2000+ today & tomorrow
SERVICE FIRST, PRODUCTS SECOND
SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101
OK, BUT HOW SHOULD YOU START?
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SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 25
IDENTIFY A RELEVANT INSIGHT
F RUSE
SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 26
IDENTIFY A RELEVANT INSIGHT
Book empty houses from localsgained city-insights from a fresh,
local perspective, making for a truly authentic and memorable experience.
SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 27
IDENTIFY A RELEVANT INSIGHT
People don‘t want to buy and own cars, but drive and experience integrated mobility.
SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101
Marketing built-in
Beautiful & easy to use
Ubiquitous Touchpoints
Data-driven
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PLATFORM
PLATFORMDIGITA
LDIGITAL
F RUSE
CREATE A DIGITAL PLATFORM
F RUSE
SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101
PLATFORM
PLATFORMDIGITA
LDIGITAL
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PRODUCTCO
MMUNICA
TION
COMMERCE
ME
DIA
ME
DIA
MEDIA
Dialogue not Propaganda
Higher-calling Solutions
Relationships not Transactions
ProgrammaticMedia
F RUSE
RE-INVENT THE MARKETING MIX
F RUSE
SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 30
START,IT’S STILL DAY 1
SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101
THANK YOU.31
SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 32
SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101
TOP 10 DIGTAL AGENCY IN EUROPEFORRESTER 2011
#1 E-COMMERCE AGENCY IN GERMANYW&V/HORIZONT INTERNET AGENCY RANKING 2012
WITH 400+ CREATIVE/TECHNOLOGY TALENTS 25% CLIENT SERVICES, 25% CREATIVE, 50% TECHNOLOGY
PUBLIC BUT
DRIVEN BY AN INDEPENDENT SPIRIT33
SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 34
CLIENTS