What Drives the Sharing Economy?

1. WHAT DRIVES
THE SHARING
ECONOMY?
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 1

2. NOT THE
GOLDEN
BOYS
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 2

3. BUT A NEW
MARKETING
LOGIC
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 3

4. POWERED BY
UBIQUITOUS
DIGITAL
TOUCHPOINTS
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 4

5. THE MARKETING
LOGIC IN THE
GOOD OLD DAYS
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 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 Slide

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 Slide

8. THIS LOGIC
IS BROKEN
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 8

9. COMPETITION 1-CLICK AWAY
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 9

10. TRANSPARENCY
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 10

11. PRODUCTS
BECOME
COMMODITIES
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 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 Slide 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 Slide

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 Slide 14

15. ANSWER:
IT‘S ALL ABOUT
DIGITAL ENABLED
SERVICES –
NOT PRODUCTS
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 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 Slide

17. DIGITAL SERVICES BOOST
THE VALUE-IN-USE
+
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 17

18. DIGITAL SERVICES BOOST
THE VALUE-IN-USE
+
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 18

19. DIGITAL SERVICES BOOST
THE VALUE-IN-USE
+
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 19

20. DIGITAL SERVICES BOOST
THE VALUE-IN-USE
+
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 20

21. DIGITAL SERVICES BOOST
THE VALUE-IN-USE
+
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 21

22. NEW MARKETING LOGIC:
SERVICE FIRST,
PRODUCTS SECOND
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 22

23. SERVICE FIRST, PRODUCTS SECOND
Product-dominant logic Transition Service-dominant logic
– 1950s 1950–2000+ today & tomorrow
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 23

24. OK,
BUT HOW SHOULD
YOU START?
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 24

25. IDENTIFY A RELEVANT INSIGHT
F USE R
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 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 Slide 26

27. IDENTIFY A RELEVANT INSIGHT
People don‘t want to buy and own cars,
but drive and experience integrated mobility.
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 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 Slide 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 Slide 29

30. START,
IT’S STILL DAY 1
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 30

31. THANK YOU.
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 31

32. Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 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 Slide 33

34. CLIENTS
Client: SINNERSCHRADER Project: WHAT DRIVES THE SHARING ECONOMY? 05.03.2013 00001101 Slide 34