ABOUT THIS PRESENTATION(released: October 6th, 2015)

PART I: DIGITAL INDUSTRY: LAWS AND RULES SUPPORTING THE SHARING ECONOMY

PART II: SHARING ECONOMY: SOCIAL ROOTS AND PERSONAL MOTIVATIONS

PART III: SHARING ECONOMY: LEADING INITIATIVES AND COMPANIES AND STRUCTURE

PART IV: SHARING ECONOMY: MOVING FORWARD

1

http://es.creativecommons.org/licencia/

ownership

this document has been created by Carlos Goga. This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

if this document came into your hands and your would like to contact the author, please e-mail at carlosgoga@gmail.com orphone to (+34) 639 054 485

contextthis document introduces the sharing economy and serves as a support for discussion so as validating opportunities and identifying risks

audiencethis document is intented for individuals evaluating professionallythe sharing economy

updatethis document updates any other document of similar nature, but dated previously

UNDERSTANDING THE DIGITAL ROOTS OF THE SHARING ECONOMY

AND ITS TOP-LEVEL IMPLICATION FOR SOCIETY, BUSINESS, AND THE SELF

[120min]

< El hombre que sabe y sabe lo que sabe, es un sabio ¡síguelo!.El hombre que no sabe y sabe que no sabe, es simple ¡enséñale!El hombre que sabe y no sabe que sabe, está dormido ¡despiértalo!.El hombre que no sabe y no sabe que no sabe, es un necio ¡huye de él! >

Proverbio Árabe

Carlos GogaENTRENADOR EMPRESARIOS

carlosgoga@gmail.com(+34) 639 054 485

TrainerIT Entrepreneurs

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4

LA TECNOLOGÍA Y EL JUEGO DE SILICON VALLEYLA CONDICIÓN DE INDIVIDUO INNOVADOR

DIGITAL TECHNOLOGY: SILICON VALLEY GAME

DIGITAL TECHNOLOGY: CHANGE ENGINE

IMPROVEMENT

AUTOMATIC

FAST

WORSE

DEHUMANIZES

SLOW

TECHNOLOGY

CHANGE

?

1 > SELF2 > PROFESSIONAL

3 > BUSINESS4 > SOCIETY

1PUSH

2DRAG

3BLOCK

innovation

CHAIR

SHOES

SOFA

CLOUD

INDIVIDUAL

“The only importantthing is the PARTY”

SILICON VALLEY: THE GAME

internet of things

internet of things

internet of things

7

CHAIR

8

SHOES

9

SOFA

CHAIR

SHOES

SOFA

CLOUD

INDIVIDUAL

“The only importantthing is the PARTY”

SILICON VALLEY GAME

internet of things

internet of things

internet of things

“ANY TIME,ANY PLACE,ANY DEVICE, ANY PERSON,

ANY HAPPENING”COMUNICATIONINFORMATION

11

IT IS ABOUT COMUNICATION!

12

any time

13

any place

14

any device

15

any person

16

any happening

CHAIR

SHOES

SOFA

CLOUD

INDIVIDUAL

“The only importantthing is the PARTY”

SILICON VALLEY GAME

internet of things

internet of things

internet of things

1 > SELF2 > PROFESSIONAL

3 > BUSINESS4 > SOCIETY

CHANGE

?

12 3

“ANY TIME,ANY PLACE,ANY DEVICE, ANY PERSON,

ANY HAPPENING”COMUNICATIONINFORMATION

18

PRIZE? become BILLIONAIRE plus create for a BILLION others

SILICON VALLEY: THE GAME

BASIC RULES

Rule #1.Moore’s Law

Rule #2.Economies of scale

Rule #3.Network Economies

Rule #4.First-to-market

Rule #5Amara’s Law

Rule #6.Complementary

Goods Law

Other rules

RECENT FLASHES

Flash #1. smart-phones

Flash #2.social networks

Flash #3.big data

Flash #4.sharing economy

apps

TECH GENERATIONS

Gen #1. MS-DOS

Gen #2.WINDOWS

Gen #3.FACEBOOK /

APPLE

TECHNOLOGICALZEITGEIST

Axis #1. Omnipresence of

technology

Axis #2. Individual at the center

Axis #3. Exponentialacceleration

SOCIETY AND SELFZEITGEIST

21

TECHNOLOGY GENERATIONS (EASY THINKING)

22

functionality user group

STARTING 3rd. GEN IS ALL ABOUT COMUNICATION!

1 2 3

former colleagues

partners

neighbor

clubs

schoolmates

family

friends

couple

colleagues

COMMUNICATIONS HIERARCHY

WE PLAY THE GAME BY REDEFINING HOW AND WHOM WE COMMUNICATE WITH!

financial

shopping

media

travel and leisure maintenance

school

security

health

government

me in themiddle

family

friends

couple

colleagues

COMMUNICATIONS HIERARCHY

WE PLAY THE GAME BY REDEFINING HOW AND WHOM WE COMMUNICATE WITH!

insurance

shopping

travel and leisure maintenance

security

health

government

happening in the middle

COMMUNICATIONS HIERARCHY

WE PLAY THE GAME BY REDEFINING HOW AND WHOM WE COMMUNICATE WITH!

happening in the middle

me in themiddle

sharingeconomyplatforms

social network

COMMUNICATIONS HIERARCHY

0 Zone

1 Zone

2 Zone

3 Zone

Me We, daily We, eventually

Allothers

- intimacy / trust +

WE PLAY THE GAME BY REDEFINING HOW AND WHOM WE COMMUNICATE WITH!

COMMUNICATIONS HIERARCHY

WE PLAY THE GAME BY REDEFINING HOW AND WHOM WE COMMUNICATE WITH!

1:11:few

1:manyfew:few

few:many many:many

28

THE SHARING ECONOMY IS ABOUT WIDE-OPEN MANY:MANY COMMUNICATION!

accomodation

transport

meals

activities

29

functionality usergroup

of common interest

STARTING 3rd. GEN IS ALL ABOUT COMUNICATION!

1 2 3

SILICON VALLEY: THE GAME

BASIC RULES

Rule #1.Moore’s Law

Rule #2.Economies of scale

Rule #3.Network Economies

Rule #4.First-to-market

Rule #5Amara’s Law

Rule #6.Complementary

Goods Law

Other rules

RECENT FLASHES

Flash #1. smart-phones

Flash #2.social networks

Flash #3.big data

Flash #4.sharing economy

apps

TECH GENERATIONS

Gen #1. MS-DOS

Gen #2.WINDOWS

Gen #3.FACEBOOK /

APPLE

TECHNOLOGICALZEITGEIST

Axis #1. Omnipresence of

technology

Axis #2. Exponentialacceleration

Axis #3.Individual at the center

SOCIETY AND SELFZEITGEIST

31TECHNOLOGY ZEITGEIST

DIGITAL TSUNAMI

• Sympton #1. Digital wave

• Sympton #2. Digital swirl

• Sympton #3. Centripetal force

33

DIGITAL MANIFESTS ITSELF BY WAVES

34

IT ENTREPRENEURS TRY TO RIDE THE NEXT BIG ONE!

35

A SWIRL KEEPS SWALLOWING INDUSTRIES AND OBJECTS!

36

CENTRIPETAL FORCE CONCENTRATES WHERE INNOVATION STARTS!

37

EXPONENTIAL ACCELERATION

38

EXPONENTIAL ACCELERATION

LA PIRÁMIDEEL ARTE DE LIDERAR Y DIRIGIR EN EL SIGLO XXI

LA PIRÁMIDEEL ARTE DE LIDERAR Y DIRIGIR EN EL SIGLO XXISOCIETY AND THE SELF

40

SOCIETY IS CHANGING IN REAL-TIME AS DIGITAL MOVES FORWARD

GLOBALIZATION & LOCALIZATION

VIRTUALIZATION & AUTOMATIZATION

TRANSPARENCY & CONTROL

SOCIETY(ECONOMICS AND POLITICS)

DIGITAL TSUNAMI

GLOBALIZATION AND DESLOCALIZATION

VIRTUALIZATION AND AUTOMATIZATION

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TRANSPARENCY AND CONTROL

44

THE INDIVIDUAL IS CHANGING IN REAL-TIME AS DIGITAL MOVES FORWARD

PARTICIPATION & OURSOURCING

24X7 COMMUNICATION

EXPANDED CONSCIOUSNESS

SELF(INDIVIDUALS)

TSUNAMI DIGITAL

45

PARTICIPATION AND OURSOURCING

46

24X7 WIDE-OPEN COMMUNICATION

EXPANDED CONSCIOUSNESS

48

SOCIETY(ECONOMICS AND

POLITICS)

DIGITAL TSUNAMI

PAST(CONCENTRATION

INSTITUTIONS)

EMERGING FUTURE(DISTRIBUTION INDIVIDUALS)

DIGITAL IS STRESSING SOCIETY, BUSINESS, AND THE SELFWHILE OPENING FOR A FUTURE THAT WANTS TO EMERGE

GLOBALIZATION & LOCALIZATION

VIRTUALIZATION & AUTOMATIZATION

TRANSPARENCY & CONTROL

PARTICIPATION & OURSOURCING

24X7 COMMUNICATION

EXPANDED CONSCIOUSNESS

SELF(INDIVIDUALS)

WELCOME TO THE AGE OF THE CUSTOMER!

49

NOT DUMB CUSTOMERS ANYMORE…

50

…BUT SAVVY, SMART-CUSTOMERS!

51

SMART-PHONES PUSH OURSELVES INTO BEING SMART-CITIZENS!

52

ANY SMART-PHONE IS A SUPERCOMPUTER AT OUR POCKET!

53

Año

Precio

Pantalla

Resolución

Microprocesador

RAM

Memoria

Sistema Operativo

Medidas

Peso

Conectividad

Otros

1999

2700 euros

15 pulgadas

768x1024

650 Mhz Pentium III

128 Mb

18,1 Gb

Windows 98 SE

325 mm x 267 mm x 54 mm

3492,66

Ethernet

micro, altavoces

lector DVD

2012

483 euros

4,8 pulgadas

720x1280

1,4 Ghz Quad Core

1 Gb

64 Gb

Android 4.0

136,6 mm x 70,6 mm x 8,6 mm

133 gramos

HSPA, WiFi, Bluetooth, NFC, DLNA

micro, altavoces

cámara 8 Mpx, cámara 1,9 Mpx

GPS

barómetro

acelerómetro, giroscopio

sensor de proximidad

6

3

2

8

4

2 x 4 x 8

26

SMART-PHONES PUSH OURSELVES INTO BEING POWERFULL SMART-CITIZENS!

54

55

SOCIETY(ECONOMICS AND

POLITICS)

DIGITAL TSUNAMI

PAST(CONCENTRATION

INSTITUTIONS)

EMERGING FUTURE(DISTRIBUTION INDIVIDUALS)

DIGITAL IS STRESSING SOCIETY, BUSINESS, AND THE SELFWHILE OPENING FOR A FUTURE THAT WANTS TO EMERGE

GLOBALIZATION & LOCALIZATION

VIRTUALIZATION & AUTOMATIZATION

TRANSPARENCY & CONTROL

PARTICIPATION & OURSOURCING

24X7 COMMUNICATION

EXPANDED CONSCIOUSNESS

SELF(INDIVIDUALS)

SHARING ECONOMY

56

LEADING INITIATIVES

57

Airbnb - Travelers can rent a room or a whole home or a British castle (pictured) on Airbnb. The

San Francisco startup is the poster child of the collaborative consumption/peer economy

58

couchsurfing - Global network of 10 million travelers, adventure seekers and lifelong learners in over 200,000 cities in every country in the world. The free service connects travelers across the globe who share experiences ranging from hosting

one another in their homes to having a beer to becoming close friends and travel companions. Started in 1999.

59

EatWith- Eat dinner with fellow food lovers at the home of a chef in your city or when you travel. Attend once-in-a-lifetime pop-up meals, or hire a chef for your very own custom private event.

60

DogVacay - Dog owners can leave their dog with a host who will take care of the dog. It's cheaper than a kennel and gives dogs a more comfortable place to stay.

61

RelayRides - Google Ventures-backed RelayRides enables people to borrow cars from neighbors. They can rent the cars by the hour or by the day. If the car has OnStar, users can open

the car automatically through a mobile app.

62

Getaround - Peer-to-peer car sharing company that lets people borrow cars from others. Owners who are

out of town can also leave their car with Getaround, which will rent out the car, clean it and take care of it. Getaround cars are covered by a $1 million insurance policy.

63

BlaBlaCar - Conectamos conductores con pasajeros para compartir coche

64

Amovens - Encuentra compañeros para compartir coche. La forma más barata, divertida y flexible para viajar

65

UBER - Get a taxi, private car or rideshare from your mobile phone. Uber connects you with a driver in minutes. Use our app in cities around the world.

66

Lyft - A ride sharing service for people to find rides from "regular" people who have a car. The service, created by Zimride, only takes "donations" because it is not a taxi service.

67

Spinlister - Make money from your bike, surfboard, or snowboard. Make up to $500/month by renting out your bike, surfboard, SUP, snowboard or skis on Spinlister. BIkes are insured up to $10,000 (in some

countries) and you have complete control over who rents it and when.

68

NeighborGoods – Peer-to-peer marketplace to share goods with your neighbors and friends. Save money and resources by sharing stuff with your friends

69

TaskRabbit - Marketplace for people to hire people to do jobs and tasks, from delivery, to handyman to office help. Founded in 2008, the site has 4,000 Taskrabbits on the service in USA who bid to do tasks that are posted by people looking

for a service. All the "rabbits" are interviewed and have their backgrounds checked before going on the system.

70

Zaarly - Peer-to-peer marketplace for people to provide services for others. Compared to other services, Zaarly focuses on creating "stores" for sellers to market their services, from home repair to iPhone repairs.

71

TIMEREPUBLIK is a community of people who freely exchange their talents, interests, and passions, and the currency is Time not Money.

72

Poshmark - People buy or sell their clothing via Poshmark. They can also display their virtual closets and find friends who have similar styles.

73

Etsy- Etsy is a marketplace where people around the world connect, both online and offline, to make, sell and buy unique goods.

74

Wallapop - Gana dinero vendiendo aquello que no usas y encuentra oportunidades cerca de ti.

75

Fon - Startup Fon enables people to share some of their home Wi-Fi network in exchange for getting free Wi-Fi from anyone of the 7 million people in Fon's network.

76

Kickstarter is full of projects, big and small, that are brought to life through the direct support of people like you. Since our launch in 2009, 8.8 million people have pledged more than $1.8 billion, funding 86,000 creative projects. Thousands of

creative projects are raising funds on Kickstarter right now.

77

Goteo es una red social de financiación colectiva (aportaciones monetarias) y colaboración distribuida (servicios, infraestructuras, microtareas y otros recursos) desde la que impulsar el desarrollo autónomo de iniciativas, creativas e innovadoras, cuyos fines sean de carácter social, cultural,

científico, educativo, periodístico, tecnológico o ecológico, que generen nuevas oportunidades para la mejora constante de la sociedad y el enriquecimiento de los bienes y recursos comunes.

78

Verkami es una plataforma de crowdfunding para proyectos creativos

79

Lending Club - Peer-to-peer network to get cold hard cash. Lending Club is cheaper than credit cards for borrowers and provides better interest rates than savings accounts for investors.

80

SHARING ECONOMY: MOVING FORWARD

OFERTA POR EMPRESAS OFERTA POR INDIVIDUOS

OBSOLESCENCIA

PLANIFICADA/PROGRAMADA

SEGUNDA MANO, REUTILIZACIÓN

CAPACIDAD OCIOSA / EXCEDENTES

CONSTRUYE BARRERAS

DE ENTRADA FUERTES

DEBILITA LAS BARRERAS DE

ENTRADA Y LAS DILUYE

PROPIEDAD INTELECTUAL

Y FINANCIACIÓN

CONOCIMIENTO ABIERTO

Y CROWD-FUNDING

PUBLICIDAD REPUTACIÓN

GENÉRICO, PRODUCTO O

SERVICIO

EXPERIENCIA GENUINA,

ALTAMENTE HUMANA

ECONOMÍA COLABORATIVA

PROSUMIDORES

MODELO NEGOCIO ANTIGUO MODELO DE NEGOCIO LEAN

TENER

(PROPIEDAD)

COMPARTIR

(USO)

EL PRECIO BUSCA

MAXIMIZAR EL BENEFICIO

EL PRECIO BUSCA CUBRIR

COSTES, O NO HAY PRECIO

PROTAGONISMO DEL

DINERO

PROTAGONISMO DE LA

CONFIANZA

MERCADO DE OFERTA MERCADO DE DEMANDA

PARCIALMENTE DIGITAL TOTALMENTE DIGITAL / 3RA.

GENERACIÓN

ECONOMÍA COLABORATIVA

CRISIS

OPORTUNIDAD

CRISIS

CRISIS

PELIGRO

INSTITUCIÓNCONCENTRACIÓN

PERSONASDISTRIBUCIÓN

INSTITUCIÓNCONCENTRACIÓN

PERSONASDISTRIBUCIÓN

CRISIS

OPORTUNIDADPELIGRO

?

ECONOMÍA BIEN COMÚN

COMPETENCIA COOPERACIÓN

PIB INDICE FELICIDAD

GLOBALIZACIÓN LOCALIZACIÓN

BENEFICIO BIEN COMÚN

ECONOMÍA SAGRADADEUDA

TIPO DE INTERÉS POSITIVO

INTERÉS COLECTIVO

TIPO INTERÉS NEGATIVO

ECONOMÍA FELICIDAD

LINEALIDAD PRODUCCIÓN - CONSUMO SOSTENIBILIDAD

EXTERNALIDADES INTERNALIDADES

ECONOMÍA CIRCULAR

ECONOMÍA DE LO MEJOR

ROTACIÓN DURABILIDAD

RENTABILIDAD INVERSIÓN IMPACTO SOCIAL

BENEFICIO

MERCADO

ECOSISTEMA HUMANO

PERSONAS

OBSOLESCENCIA REPARACIÓN

ECONOMÍA SOCIAL

TIERRA = MATERIA PRIMA TIERRA = NUESTRO HOGAR

COMBUSTIBLES FÓSILES ENERGÍAS RENOVABLES

ECONOMÍA VERDE

ECONOMÍA BIEN COMÚN

ECONOMÍA SAGRADA

ECONOMÍA FELICIDADECONOMÍA CIRCULAR

ECONOMÍA DE LO MEJORECONOMÍA SOCIALECONOMÍA VERDE

ECONOMÍA COLABORATIVA

¿QUÉ?¿CUÁNTO?

¿QUIÉN?

¿CÓMO?¿CUÁNDO? ¿DÓNDE?

¿PARA QUÉ?

ECONOMÍAS DE LO NUEVO

88

¡LA ECONOMÍA COLABORATIVA NOS PONE EN CONTACTO CON LO NUEVOY NOS FACILITA EVOLUCIONAR COMO CIUDADANOS!

1. RECONOCER Y ACEPTAR LA

SITUACIÓN DE CAMBIO

2. EXPLORAR

ALTERNATIVAS, LO NUEVO,

SOÑAR

4. ENTREGARSE Y DEDICARSE A LO NUEVO

INNOVAR HACER COSAS NUEVAS

PERSONALHábitosCreenciasPrejuicios

PROFESIONALExperienciasConocimientosHabilidades

SOCIALModelosLeyesInstituciones

LIMITA-DORES

3. ABANDONAR

LO ANTIGUO Y SUPERAR LAS RESISTENCIAS

INNOVARDEJAR DE HACER COSAS VIEJAS

INNOVARPERMITIRME SOÑAR

INNOVARVOLUNTAD DE CAMBIO

PERSONALHábitosCreenciasPrejuicios

EL PROCESO DE ADOPCIÓN DE LA INNOVACIÓN

2. EXPLORAR

ALTERNATIVAS, LO NUEVO,

SOÑAR

PROFESIONALExperienciasConocimientosHabilidades

SOCIALModelosLeyesInstituciones

LIMITA-DORES

HABILI-TADORES

PERSONALHábitosCreenciasPrejuicios

UNA IMAGEN

VALE MÁS

QUE MIL

PALABRAS

¿CÓMO SERÍA SI…

… PUDIÉSEMOS VERNOS EN

UN FUTURO ALTERNATIVO?

FINthxs ;)

92

Carlos GogaENTRENADOR EMPRESARIOS

carlosgoga@gmail.com(+34) 639 054 485

SUPPLY BY COMPANIES SUPPLY BY INDIVIDUALS

PLANNED / PROGRAMMED

OBSOLESCENCE

SECOND HAND, RE-USE

AND RECYCLE

STRONG BARRIERS

TO ENTRY

LIGHT BARRIERS

TO ENTRYIP

AND FINANCE

OPEN KNOWLEDGE

AND CROWD-FUNDING

ADVERTISING REPUTATION

COMMODITY, PRODUCT,

OR SERVICE

GENUINE EXPERIENCE,

HIGHLY HUMAN

LEGACY BIZ MODEL LEAN BIZ MODEL

OWN SHARE

PRICING TO

MAXIMIZE BENEFIT

PRICING TO SHARE COST

OR NO-PRICING AT ALL

MONEY-DRIVEN TRUST-DRIVEN

SUPPLY-DRIVEN DEMAND-DRIVEN

PARTIALLY

DIGITAL

FULLY

DIGITAL