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O N D E CVol 3. STRANGERS
HE L LO"Don't follow strangers. They are dangerous." This phase, inscribed to us by our parents as
children once meant something. To know someone meant to have had experience
socializing in the past or having mutual friends
Today, technology is teaching people of all ages that ‘everyone knows everyone one way or another’. Strangers can be trusted (in most
instances). Strangers are cool.
Imagine walking over to a random apartment, knocking on the door, and asking “can I stay over tonight?” You could expect a thousand
iterations of “#!@& off!” What is conceptually so awkward, rude, and even life-threatening has
become the norm today because of an app.
In this edition of ONDEC, we will show how users have oddly transformed into gadgets, how brands are embracing the new social norm, and
discuss the ruthless pace of evolution. At the core of each piece is technology, and how it has
morphed.
GADGE T RY we are all SUPER NANNIESby Jonathan Kim
There is a plethora of apps that make everyone’s life more productive, or maybe a little lazier. These apps have also gadget-ized strangers to complete specific tasks normally reserved for specialists like Mary Poppins. We just need a bottomless duffel bag and a flying umbrella.
Let me give you a ride
I’ll go grocery shopping and deliver within an hour
Time to clean up the house
Stop looking for a parking spot
Need a dog sitter for your upcoming vacation?
You can borrow my car
WiFi sharing is caringWould you like a guided audio tour?
Come over for a home-cooked meal
No#cabs#at#4pm?#Joe#will#be#at#your#corner#in#5#minutes.#Uber,#AirBnb,#Postmates#,#and#like#products#promise#to#connect#your#exact#need#with#everyday#people#who#can#fulfill#them,#opening#up#a#world#of#opEons#and#convenience.##
However,#as#more#and#more#services#become#available#via#strangers,#we#can#no#longer#rely#on#brand#recogniEon#–#the#official#yellow#cab,#the#recognizable#Sheraton#sign,#or#the#FedEx#logo#to#tell#us#whether#or#not#the#job#will#get#done#–#and#done#well.###
Instead,#raEngs#have#become#central#to#ensuring#quality,#safety,#and#overall#legiEmacy.#Personal#branding#and#promoEon#becomes#crowdsourced#as#reviews#and#raEngs#replace#tradiEonal#adverEsing#in#order#to#build#good#reputaEon#and#compeEEon.###
Through#these#mechanisms,#we’re#creaEng#brands#out#of#people#instead,#simultaneously#enabling#the#consumer#to#access#a#level#of#specificity#and#choice#previously#unavailable.#While#tradiEonal#business#reviews#only#provide#an#average#of#all#of#its#raEngs,#the#personalizaEon#of#these#services#allow#you#to#know#(and#someEmes#choose)#exactly#what#you’re#geUng#–#that#exact#room#and#host#on#AirBnb,#the#make#and#model#of#your#Uber,#and#a#photo#of#your#Postmates#courier.#####
How Tech Created the Human Brand ADS ’ R ’ U S By#Linda#Chen#
“Some brands might enter the (shared economy) space purely because they think they should jump on the bandwagon. But if they’re not committed to reinventing their business and benefiting the end user, it’s doubtful that their participation will be more than a minor marketing tactic. The way to overcome this is through real examples that show how big brands can bring scale, reach, and resources to the collaborative economy. And they must do this in a way that is beneficial and true to the values at its heart: humanity and empowerment of the individual.”
~ Rachel Botsman via SAP
ONE BRAND’S STORY
A SMART WAY IN (FOR BRANDS)
Helped Create
Meet Wonolo. With the help of the Coca-Cola Founders Program, this powerful app connects any major retailer’s employee fulfillment needs with a crowdsourced pool of potential workers. All this in real-time. In its two year existence, the app has not only helped Coke, but several dozen e-tailers, hotels, and customer service hubs. Unlike Uber however, Wonolo gives workers a chance at full-time employment and benefits.
ADS ’ R ’ U S
by Derek Lu
Stranger Economy 1.0:• Human to human interactions• Badges (and the organizations they represent) serve as a proxy for trust• Use of technology is minimal, meters are used to calculate fair
Stranger Economy 2.0:
Tech Person
• Human to tech to human interactions• Technology replaces traditional forms of signage
• Trust in tech (and the individuals and VC behind it) allows for us to overcome fear of unverified strangers
• Use of technology is moderate, but still reliant on human to human interactions.
Stranger Economy 3.0:
Tech Tech
• Human to tech to tech interactions• Technology replaces all stages of the service, and in some ways, becomes the new stranger• Previous faith in tech allows us to trust new tech• Use of technology is significant, human interaction is minimal
Lets%think%about%the%Stranger%Economy%in%the%same%way%that%we%think%of%the%changing%web%experience%9%Various%itera;ons%(IE%web%1.0%vs%web%2.0)%of%the%same%thing,%defined%by%evolving%parameters,%capabili;es,%and%experiences.%Through%this%lens,%we%can%visualize%Stranger%Economy%1.0%as%where%we%started,%2.0%as%where%we%currently%are,%and%3.0%as%the%economy%and%experience%to%come.Below&is&one&of&many&possible&examples&of&the&three&stages&in&the&Stranger&Economy
PersonUser
What’s Next?SOF T S E RV
User
User
By#William#Moseley
OP INARY CREATION BY DESTRUCTIONWhen a new innovation kills the industry preceding it
by kelly coonan & Jonathan
Technology makes technology better. It’s disruptive and it happens fast. The better the tech, the faster it disrupts and something will likely be left behind in the dust. What propelled technology today is connectivity, the Internet. The world before the Internet evolved at a pace that gave everyone enough time to adapt and adopt, but today, shifts can happen at a ruthless pace.
The taxicab is a concept that has lived since early 17th century Paris and London. Hackney carriages powered by horses evolved into more modern, fancy carriages, which eventually evolved into automobiles in the early 19th century. For four centuries, taxi operation has been reserved to specific drivers. It took, arguably, two years to disrupt a four-century-old system. We don’t wait for taxicabs anymore. We Uber. We Lyft. We Via.
Complacent industries are being shaken up by technology, and quickly realizing their new competition may not necessarily be a company, but users. Strangers. There are now better, cheaper options stemming from disruptive ideas, and most importantly, more users are gaining access to these new options. More strangersare flooding into the playing field. There is more disruption to come.
T R I C K O R T R E AT
