the future of business models #futureof

COLLABORATIVE ECONOMY

The Future of the Business Model

By Jeremiah Owyang, Chief Catalyst


Question: How can brands be resilient during times of great change?


1. How have business models been disrupted?

2. What are the changes companies must make?

3. Which brands are leading with new business models?

QUESTIONS WE’LL ASK AND ANSWER


BUSINESS IS CHANGING


DISRUPTION HAS BEGUNDo you remember when Social Media meant that sharing ideas disrupted the media and communications industry?


DISRUPTION CONTINUESThe next phase of sharing is taking place in the physical realm.People are sharing goods, services, time, space and money.


ECONOMIC UNCERTAINTY GIVES US PAUSEGovernments and businesses struggle to find a clear economic path, while people are learning to depend on each other to be self-sufficient.


TECHNOLOGY POWERS PEOPLE TO BE SELF-EMPOWEREDNew startups are using powerful social data, mobile apps, and smart phones to enable people to connect to each other.


PEOPLE ARE BECOMING LIKE COMPANIES –BYPASSING TRADITIONAL CORPORATE MODELS

A COLLABORATIVE ECONOMY

Hotels

vs.

Taxis

vs.

Restaurants

vs.


EVEN “OCCUPY” HAS A BUSINESS MODELThese new sharing startups enable people to get what they need from each other instead of from big corporations.

Source: Digital Trends

http://www.digitaltrends.com/web/anonymous-boosts-time-warner-profits-with-guy-fawkes-masks/


BIG COMPANIES ARE SLOW TO CHANGE, LEAVING THEM VULNERABLE


NEW MARKET DESIRES CHANGE BUSINESS METHODS


THE OLD WAY THE NEW WAY

1. Maximize profit

2. Global Marketplaces

3. Standardize Offerings

4. Slow delivery of goods

5. Consumerism

6. Passive customers

1. Purposeful brands

2. Local (and Global)

3. Personalize

4. On-demand

5. People make & share

6. Empowered people


Deloitte studies show that “Millennials” seek companies that have a purpose and social mission beyond just profit.

1) PEOPLE WANT A PURPOSE

They are about one-third of the American workforce. Boomers seek to retire soon.

They want companies with a purpose.

They seek sustainability.


Sharing startups, like Airbnb, Uber (funding over $260m by Google), Google Shopping Express and Postmates, deliver goods and services at the local level.

2) LOCAL MARKET DELIVERY TRUMPS GLOBAL

Uber moves idle goods at local levels to be delivered to others on demand.

Uber can start to compete with Amazon.

Local merchants and homes win.


People can now make and customize their own goods using Shapeways 3D-Printing service. CustomMade is a network of “Makers” that are ready to produce to scale.

3) PERSONALIZED GOODS AND SERVICES

More products will soon be customized to your needs and preferences, printed on demand.

Online marketplaces like Etsy and CustomMade scale.

One size no longer needs to fit all.


Location-based apps and mobile devices empower local delivery on-demand. Uber, Google, eBay, Walmart, PostMates, Instacart and Deliv power instant to hourly delivery.

4) ON-DEMAND MEANS THAT REAL TIME MATTERS

A battle over same day delivery is happening between Google, Walmart, eBay and others.

Amazon’s fulfillment centers must compete with local.

The crowd speeds delivery, enhancing service.


People are consuming less. Instead, they are using marketplaces to re-use and recycle. Those that can make, will build and share.

5) DON’T CALL THEM CONSUMERS. THEY MAKE AND SHARE.

People can now re-use goods using Nextdoor.com and Yerdle.com to gift to friends.

Techshop enables people to become Makers of their own products.

The crowd functions like a company.


The people have become like a company, getting what they need from each other and bypassing inefficient institutions.

6) THE CROWD IS EMPOWERED

Using social networks, they connect with each other instantly.

They are becoming like a powerful company.

The crowd functions like a company.


WHAT COMPANIES ARE LEADING THE CHARGE?


THESE BRANDS THAT ENABLE SHARED VALUE:


PURPOSEFUL BRANDS PROVIDE SHARED VALUEMillennials (and beyond) want companies to have a purpose. Corporations must think more about community and environment.


GIVE PEOPLE PURPOSE Toyota 100 Cars for Good Program – The program awards 100 vehicles to 100 deserving nonprofit organizations over the course of 100 days based on votes from the public.


MISSION-DRIVEN FUELS SOCIAL ADVOCACYPepsi Good is a community of people who have a purpose.


ENABLE THE CROWD TO CONTRIBUTEThe crowd chooses how funds are distributed to non-profits in this example of Barclays.


ENABLE THE CROWD TO CONTRIBUTEGE partners with Quirky for crowd innovation.


CROWD FUNDING MEANS SHARED RESULTS – THE HIGHEST STATE OF LOYALTYU-Notes are sold in increments of $100 over the Internet with an asset-backed feature and make quarterly payments (interest and principal).


RECYCLING HARNESSES NEW BRAND LOYALTYH&M encourages recycling of old clothes to reduce the environmental impact of the fashion industry.


PRODUCTS FOR RENT – NOT JUST FOR SALEPeople can rent cars from BMW with the DriveNow program, instead of buying a car.


EXPERIENCES ON-DEMAND FUEL NEW BUSINESS MODELSW Hotel and DesksNearMe partner for on-demand workspaces.


GENTLY WORN MARKETPLACES TAP MOVEMENT Patagonia partners with eBay to encourage second-hand usage of goods – beyond selling new.


LOCATION-BASED TECHNOLOGY ENABLES SHARINGRelayRide enables people to share privately owned cars, using OnStar.


NBC SPONSORS GIFT ECONOMYYerdle.com is a place where thousands of people give and obtain things for free from neighbors – avoiding retailers.


REAL TIME DELIVERY FROM LOCAL MERCHANTSGoogle Shopping Express provides local delivery from merchants, challenging Amazon. Rapid delivery, right to your home.


RETAILERS PARTNER WITH ETSY “MAKERS”Etsy and West Elm have partnered to discover emerging artists.


MAKERS EXPAND PRODUCT EXPERIENCEA community of Makers from CustomMade has partnered with Lincoln Motors to build matching jewelry for new car owners.


CROWDS ARE BECOMING LIKE COMPANIESCo-funding new products like Kickstarter.


NIKE CO-OPS PRODUCT DESIGN WITH CROWDNike offers co-design products, allowing you to customize the shape, color, style, and fit, with thousands of options available, personalizing at scale.


BRANDS ENABLE 3D PRINTING FOR MASS PERSONALIZATIONNokia offers 3D files, enabling custom cases to be printed at Shapeways


THE OLD WAY THE NEW WAY

1. Maximize profit

2. Global Marketplaces

3. Standardize Offerings

4. Slow delivery of goods

5. Consumerism

6. Passive customers

1. Purposeful brands

2. Local (and Global)

3. Personalize

4. On demand

5. People share/make

6. Empowered people

ONCE AGAIN….


Companies that meet these new market needs, become

Resilient Brands

They are: innovative, agile, empowering, built to last, and profitable.


• The market seeks purposeful brands, local, personalized, on-demand models.

• The crowd is becoming like a company –bypassing inefficient corporations.

• Corporations must use these same strategies and tools to regain relevancy.

• To do this, companies must embrace a business model change.

• Corporations that partner with the empowered people become resilient.

FINAL TAKEAWAYS


Takeaway: Brands achieve Resiliency by collaborating with the empowered people for shared value.


Crowd CompaniesEmpowered People & Resilient Brands for Shared Value

Jeremiah OwyangChief Catalyst, Founder

@[email protected]

mailto:[email protected]