sharing economy e consumo collaborativo
DESCRIPTION
Come, quando e perché della sharing economy e la risposta delle impreseTRANSCRIPT
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Collaborative Consumption
& Sharing Economy
[marco]galvagno Università di Catania
“Quello che è mio è tuo”
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Contesto Ciò che mio è tuo Implicazioni
Prima PARTE
Seconda PARTE
Terza PARTE
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Contesto
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Obsolescenza IperconsumoLa cultura dell’usa e getta
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Obsolescenza IperconsumoLa cultura dell’usa e getta
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Se spegnessimo tutti i computer del
mondo per una notte…
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Quanti rifiuti produciamo?
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99%entro 6 mesi
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Obsolescenza IperconsumoLa cultura dell’usa e getta
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VS
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“per una volta vorrei possedere qualcosa
interamente prima che si rompa. Finisco di
pagare l'auto ed è già agli ul:mi colpi! Queste cose le programmano!
Quando hai finito di pagarle sono già
consumate”.
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Bernard London, 1932
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18 mesiVita media di un telefonino
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più di 20 modelli
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La vera storia dell’obsolescenza
programmata
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Qualcuno corre ai ripari
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!Repair Cafè Amsterdam
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Obsolescenza IperconsumoLa cultura dell’usa e getta
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Oltre a soddisfare bisogni materiali, i beni e i servizi contribuiscono a chiarire
a noi stessi e agli altri che tipo di persone siamo o
vogliamo apparire !
Nella moderna società dei consumi di massa non
possiamo più fare a meno dei beni di consumo, senza i quali sarebbe
impossibile riuscire ad esprimere la nostra
identità
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Grant McCracken
& EFFETTO DIDEROT
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300#
756#
1950# 2011#
Superficie media delle case
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Che senso ha?
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Robert Kennedy e il problema del PIL: “Misura tu)o, ecce)o ciò che rende la vita degna di essere vissuta”
18 marzo 1968
ISU -‐ indice di sviluppo umano FIL -‐ Felicità Interna Lorda
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Happy Planet Index
Italia 46 Australia 42 USA 37
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"We’ve always been in a culture where more is more, and suddenly we’re in a culture where less is a better quality of life. It’s pretty revolutionary." !
Bill Stewart, VP of customer care at Sunrun!
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Qualcosa sta cambiando…
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SocietàTecnologiaEconomia
Cosa sta cambiando?
Crisi Disoccupazione Debito
Internet Social Network Sistemi pagamento
Aumento popolazione Sostenibilità Altruismo
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Ciò che mio è tuo
2
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Frederic Larson
Fotografo licenziato nel 2009 !
Decide di affiRare la sua casa su Airbnb e la sua Toyta Prius su LiU entrambe per 100 $ a noRe !
3.000 $ al mese
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Nasce la sharing economy
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dall’iperconsumo
al consumo collaborativo
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“Ci stiamo spostando da un mondo che ruota
attorno al possesso di beni ad uno che ruota
attorno al loro accesso”
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2007
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Italia
Mondo
Sharing Economy
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New york Times
10 idee che cambieranno
il mondo 2011
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3.000$ di prodotti inutilizzati
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Qual è la logica?
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1 miliardo di auto nel mondo
74% occupate da un solo guidatore
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80 milioni Possessori di un trapano
6-20 minuti Tempo medio di utilizzo
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a noi serve un trapano?
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o il buco che fa?
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ServizioLa solita
vecchia storia
Estrarre valore da ciò che abbiamo, frazionandolo nel
tempo o nello spazio per “consumarlo” come servizio
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Cosa ne pensa la gente?
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64% condividerebbe
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SOLDI RELAZIONI
LOCALEAMBIENTE
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Quanto vale il mercato?
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3,5 Miliardi di dollari
110 Miliardi di dollari
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Chi sonoI COLLABORATIVE
CONSUMERS?
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I millennials sono i primi ad essere culturalmente “settati”
per prestare, affittare, condividere…
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“They don’t buy newspapers; they grab and disseminate stories a la carte via Facebook and Twitter.
!They don’t buy DVD
sets; they stream shows. They don’t buy CDs; they subscribe to music on services such as Spotify or
Pandora”
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A ben vedere…
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TUTTI DOVREMMO PROVARE
Rispondete a queste domande: !
• è costoso? • è costoso da mantenere? • è facilmente trasferibile? • è sottoutilizzato? • è qualcosa che non mi serve più?
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e in Italia?
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40.000 persone/giorno 30.000 ci\à 192 nazioni
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Airbnb Listing Growth Airbnb Listing Growth
Airbnb Listing Growth Airbnb Listing Growth
LOIC LE MEURFOUNDER, LEWEB!
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Total Airbnb Guests
LOIC LE MEURFOUNDER, LEWEB!
A Parigi chi usa Airbnb passa in media 5,2 no_ (contro 2,3) spendendo 865 Euro (contro 439)
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480 milioni $ invesdd da 3 milioni di persone in 19.000 proge_ !
913$ al minuto
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10.000 auto 800.000 udlizzatori
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Fondato nel 2008 35 milioni di giro d’affari
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Fondato nel 2012 - 65 milioni$ investiti nel 2013 - 83 Università -
67 milioni di utenti al mese
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Altri esempi di servizi di condivisioneRent a Friend
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Altri esempi di servizi di condivisione
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Altri esempi di servizi di condivisione
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Altri esempi di servizi di condivisione
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5 miliardi di $ nel 2013
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3 milioni di persone
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2,2 milioni di biciclette al mese
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3,3 miliardi di dollari negli USA nel 2013
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4 cluster
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4 cluster
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Implicazioni3
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le imprese che fanno?
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+90% delle nostre auto è inu:lizzato
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1 9
-‐250.000 euro di ricavi
Cosa succede se condividiamo?
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Assicurazione Benzina Tasse Parcheggi Riparazioni Finanziamen:
1.000.000 Euro
Snowball effect
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Innovazione
Partnership
Acquisizioni
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Opportunità per tutti
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Dylan Rogers 27 anni di Chicago Agente di commercio !
Decide di affi\are la sua BMW Tramite RelayRides.com Fa\urando 1.000 £ al mese !
Compra una Jeep e l’affi\a !
Obie_vo 40.000 $ anno
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GRAZIE
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Inspired by:Altimeter - http://www.slideshare.net/slideshow/embed_code/22256657?rel=0 Belk, R. (2010). Sharing. Journal of Consumer Research, 36(5), 715-734 Miriam Bertoli - http://www.slideshare.net/miriambertoli Rachel Botsman & Roo Rogers - What’s Mine is Yours - collaborativeconsumption.com Giovanni Cappellotto - http://www.giovannicappellotto.it/16479-10-esempi-di-consumo-collaborativo/ Stefano Daelli - http://cosesemplici.com Fiamma Degl’Innocenti - http://www.slideshare.net/FiammaDeglInnocenti Susan Fournier, Giana M. Eckhardt, and Fleura Bardh - How to Play in the New "Share Economy - http://blogs.hbr.org/
2013/05/case-study-do-customers-want-c/ Lisa Gansky - http://www.ted.com/talks/lisa_gansky_the_future_of_business_is_the_mesh#t-96263 Lamberton, C. P., & Rose, R. L. (2012). When is ours better than mine? A framework for understanding and altering
participation in commercial sharing systems. Journal of Marketing, 76(4), 109-125 marketrevolution.it - http://www.slideshare.net/MarketRevolution/shsu-sharing-economy-collaborative-consumption Moeller, S., & Wittkowski, K. (2010). The burdens of ownership: reasons for preferring renting. Managing Service
Quality, 20(2), 176-191 sharable.net The Economist - http://www.economist.com/news/leaders/21573104-internet-everything-hire-rise-sharing-economy ouishare.net Jo Sanku - http://www.slideshare.net/josanku/sharing-economy-15958875 Shareitaly - http://www.slideshare.net/mmaini1/sharitaly-presentazione-collaboriamo-28804209 Marco Torregrossa - http://www.slideshare.net/speed101 visioncritical.com - http://www.visioncritical.com/blog/sharing-is-the-new-buying wired.it - http://tv.wired.it/news/2013/06/02/airbnb-un-viaggio-nella-sharing-economy.html World Economic Forum - http://www.weforum.org zipcar.com
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