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What Drives the Sharing Economy?

Matthias Schrader
Matthias Schrader

The document discusses how digital technologies and ubiquitous digital touchpoints are driving a transition from a product-focused to a service-focused logic. This new sharing economy is enabled by insights, digital platforms that facilitate sharing, and reinvented marketing that focuses on dialogue over propaganda. The key is identifying a relevant insight, creating a digital platform to enable sharing of services, and reimagining the marketing mix around building relationships instead of transactions.

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WHAT DRIVES THE SHARING ECONOMY? Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 1
NOT THE GOLDEN BOYS Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 2
BUT A NEW MARKETING LOGIC Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 3
POWERED BY UBIQUITOUS DIGITAL TOUCHPOINTS Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 4
THE MARKETING LOGIC IN THE GOOD OLD DAYS Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 5
E-COMMERCE 1.0 (YESTERDAY) FABRICATION SELL CONSUMER SELL PRODUCTS AS IS ONLINE BUY & DESTROY Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷
TSUNAMI-LIKE TRANSITION (TODAY) FASCINATE CHOOSE USER STUCK IN THE TRADITIONAL ATL SEARCH & MARKETING ROUTINE COMPARE Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷
THIS LOGIC IS BROKEN Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 8
COMPETITION 1-CLICK AWAY Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 9
TRANSPARENCY Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 10
PRODUCTS BECOME COMMODITIES Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 11
PETER DRUCKER PETER DRUCKER THE GREATEST DANGER IN TIMES THE GREATEST DANGER OF TURBULENCE IS NOT THE IN TIMES OF TURBULENCE IS NOT THE TURBULENCE; TURBULENCE; IT IS TO ACT WITH IT IS TO ACT WITH YESTERDAY'S YESTERDAY'S LOGIC LOGIC Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 12
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 際際滷
CXO QUESTION #1 IN 2013: HOW DO YOU LEVERAGE DIGITAL TECHNOLOGY TO CREATE TRUE COMPETITIVE ADVANTAGE AND MAKE US MORE RELEVANT IN THE MARKET? Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 14
ANSWER: ITS ALL ABOUT DIGITAL ENABLED SERVICES NOT PRODUCTS Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 15
DIGITAL CONTINUUM (NEXT) FUSE EXISTING F USE R OFFERINGS WITH DIGITAL SERVICES TO INTEGRATE INTO REAL-LIFE ACTIVITY BOOST ADDITIONAL STREAMS VALUE-IN-USE Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷
DIGITAL SERVICES BOOST THE VALUE-IN-USE + Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 17
DIGITAL SERVICES BOOST THE VALUE-IN-USE + Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 18
DIGITAL SERVICES BOOST THE VALUE-IN-USE + Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 19
DIGITAL SERVICES BOOST THE VALUE-IN-USE + Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 20
DIGITAL SERVICES BOOST THE VALUE-IN-USE + Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 21
NEW MARKETING LOGIC: SERVICE FIRST, PRODUCTS SECOND Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 22
SERVICE FIRST, PRODUCTS SECOND Product-dominant logic Transition Service-dominant logic 1950s 19502000+ today & tomorrow Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 23
OK, BUT HOW SHOULD YOU START? Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 24
IDENTIFY A RELEVANT INSIGHT F USE R Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 25
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 際際滷 26
IDENTIFY A RELEVANT INSIGHT People dont want to buy and own cars, but drive and experience integrated mobility. Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 27
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 際際滷 28
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 際際滷 29
START, ITS STILL DAY 1 Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 30
THANK YOU. Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 31
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 32
TOP 10 DIGTAL AGENCY IN EUROPE FORRESTER 2011 #1 E-COMMERCE AGENCY IN GERMANY W&V/HORIZONT INTERNET AGENCY RANKING 2012 WITH 400+ CREATIVE/TECHNOLOGY TALENTS 25% CLIENT SERVICES, 25% CREATIVE, 50% TECHNOLOGY PUBLIC BUT DRIVEN BY AN INDEPENDENT SPIRIT Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 33
CLIENTS Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 34

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What Drives the Sharing Economy?

  • 1. WHAT DRIVES THE SHARING ECONOMY? Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 1
  • 2. NOT THE GOLDEN BOYS Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 2
  • 3. BUT A NEW MARKETING LOGIC Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 3
  • 4. POWERED BY UBIQUITOUS DIGITAL TOUCHPOINTS Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 4
  • 5. THE MARKETING LOGIC IN THE GOOD OLD DAYS Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 5
  • 6. E-COMMERCE 1.0 (YESTERDAY) FABRICATION SELL CONSUMER SELL PRODUCTS AS IS ONLINE BUY & DESTROY Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷
  • 7. TSUNAMI-LIKE TRANSITION (TODAY) FASCINATE CHOOSE USER STUCK IN THE TRADITIONAL ATL SEARCH & MARKETING ROUTINE COMPARE Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷
  • 8. THIS LOGIC IS BROKEN Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 8
  • 9. COMPETITION 1-CLICK AWAY Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 9
  • 10. TRANSPARENCY Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 10
  • 11. PRODUCTS BECOME COMMODITIES Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 11
  • 12. PETER DRUCKER PETER DRUCKER THE GREATEST DANGER IN TIMES THE GREATEST DANGER OF TURBULENCE IS NOT THE IN TIMES OF TURBULENCE IS NOT THE TURBULENCE; TURBULENCE; IT IS TO ACT WITH IT IS TO ACT WITH YESTERDAY'S YESTERDAY'S LOGIC LOGIC Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 12
  • 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 際際滷
  • 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? Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 14
  • 15. ANSWER: ITS ALL ABOUT DIGITAL ENABLED SERVICES NOT PRODUCTS Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 15
  • 16. DIGITAL CONTINUUM (NEXT) FUSE EXISTING F USE R OFFERINGS WITH DIGITAL SERVICES TO INTEGRATE INTO REAL-LIFE ACTIVITY BOOST ADDITIONAL STREAMS VALUE-IN-USE Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷
  • 17. DIGITAL SERVICES BOOST THE VALUE-IN-USE + Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 17
  • 18. DIGITAL SERVICES BOOST THE VALUE-IN-USE + Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 18
  • 19. DIGITAL SERVICES BOOST THE VALUE-IN-USE + Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 19
  • 20. DIGITAL SERVICES BOOST THE VALUE-IN-USE + Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 20
  • 21. DIGITAL SERVICES BOOST THE VALUE-IN-USE + Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 21
  • 22. NEW MARKETING LOGIC: SERVICE FIRST, PRODUCTS SECOND Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 22
  • 23. SERVICE FIRST, PRODUCTS SECOND Product-dominant logic Transition Service-dominant logic 1950s 19502000+ today & tomorrow Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 23
  • 24. OK, BUT HOW SHOULD YOU START? Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 24
  • 25. IDENTIFY A RELEVANT INSIGHT F USE R Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 25
  • 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 際際滷 26
  • 27. IDENTIFY A RELEVANT INSIGHT People dont want to buy and own cars, but drive and experience integrated mobility. Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 27
  • 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 際際滷 28
  • 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 際際滷 29
  • 30. START, ITS STILL DAY 1 Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 30
  • 31. THANK YOU. Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 31
  • 32. Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 32
  • 33. TOP 10 DIGTAL AGENCY IN EUROPE FORRESTER 2011 #1 E-COMMERCE AGENCY IN GERMANY W&V/HORIZONT INTERNET AGENCY RANKING 2012 WITH 400+ CREATIVE/TECHNOLOGY TALENTS 25% CLIENT SERVICES, 25% CREATIVE, 50% TECHNOLOGY PUBLIC BUT DRIVEN BY AN INDEPENDENT SPIRIT Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 33
  • 34. CLIENTS Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 際際滷 34