How Brands are Leading the Collaborative Economy
For Sustainable BrandsBy Jeremiah Owyang @jowyangJune, 2014
The Collaborative Economy
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Phases of Internet Sharing
The Collaborative Economy
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From Altimeter Research: The Collaborative Economy, 2013, Jeremiah Owyang
What role do corporations playif people get what they need
from each other?
The Collaborative EconomyAn economic model where creation, ownership, and access are shared between people and corporations.
You had to Redesign your business model for the
Collaborative Economy?
What if?
Collaborative Economy: Value Chain
Collaborative Economy: Value Chain
Brand as a Service
BMW and Toyota as a Service
Home Depot as a Service
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Marriott “office as a service” offers purpose-built coworking spaces.
Marriott takes a strategic approach to reaching collaborative workers with work-oriented suites, co-
working spaces, project rooms, meeting rooms and event spaces.
Collaborative Economy: Value Chain
Collaborative Economy: Value Chain
Patagonia enables a marketplace for refashioning products.
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Walmart enables game exchange –reducing waste.
Customer who bring in used video games can receive store credit, currently at Wal-Mart, and soon at Sam's
Club.
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Gap partners with Divvy Bike Sharing for a shared workforce
During the summer, people work at Divvy bike sharing, during winter, they’re auto-employed at Gap retail.
Collaborative Economy: Value Chain
Collaborative Economy: Value Chain
Enable a Platform
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U-Haul enables the crowd to fund truck, share in winnings and foster “Shared Destiny”
Tap the crowd for better rates and terms that a company can set and achieve the highest form of loyalty: Shared
Destiny.
GE Co-Develops with Quirky for sharing of ideas, supply chain, marketing, and revenues
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Customers act like designers and manufactures with 3D printed phone cases
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Walgreens Co-Delivers with Taskrabbit, extending brand promise
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Coke’s Wonolo shares with customers who become employees “Work Now, Locally”
Retail customers can now stock shelves for Coke displays –and get paid while at it. Customers = Employees.
Barclays offers BarclayCard Ring, a credit card designed and built by community crowdsourcing.
Card community members can propose ideas and vote for ways to make the card better meet their needs. The community
collectively discusses ideas and evolves the card together. The Giveback program allows members to share in the profits of the
credit card program.26
Collaborative Economy: Value Chain
Collaborative Economy: Value Chain
Collaborative Economy: Value Chain
B2P: Sell one good a thousand times; offer value added
services.
P2P: Enable reselling of durable goods/services, scale new value.
B+P: Tap crowd for innovation, with shared IP and revenues and loyalty.
Regenerates
New Members: Clorox, MasterCard
Go Deeper: Explore the Collaborative Economy Honeycomb
10:30am at the Saatchi & Saatchi S executive suite.
Share San Diego’s finest vegan donuts!
1. People are empowered to get what they need from each other; corporations must use same strategies.
2. Strategy One: sell one product a thousand times, a brand as a service.
3. Strategy Two: companies host marketplaces of goods and services.
4. Strategy Three: provide a platform for makers, to fund, co-innovate, and share winnings.
5. As a result, companies are resilient: connected, empowering others, efficient, and profitable.
FIVE FINAL TAKEAWAYS
Welcome to the Collaborative Economy
Crowd CompaniesEmpowered People & Resilient Brands
Jeremiah OwyangFounder@jowyang