»sharing economy in urban environments« u-sharing-economy-collaborative-consumption, 23.6.2014 a...

© Fraunhofer IAO, IAT Universität Stuttgart

Fraunhofer IAOHelge SpindlerIstanbul, 25.9.2014

»Sharing Economy in Urban Environments«

(A)(B)

(D)

(C)

(E)

Fotos:(A): http://www.article-3.com/the-rise-of-the-sharing-economy-yours-mine-and-googles-912143, 27.8.2013(B): http://futurezone.at/b2b/14543-shareconomy-als-neues-paradigma.php, 18.7.2013(C): http://www.xing.com/topics/de/cebit-2013-leitthema-lautet-shareconomy-18181, 30.8.2013(D): http://www.torbenrick.eu/blog/strategy/the-growth-of-bike-sharing-is-exceptional/, 27.8.2013(E): http://www.spiegel.de/karriere/berufsleben/shareconomy-geld-verdienen-mit-tauschangeboten-a-882302.html, 18.7.2013

© Fraunhofer IAO, IAT Universität Stuttgart Slide # 2

Wealth

New ConsumptionPatterns

New Lifestyles

Demographic Change

Gender Diversity

Cultural Diversity

Rising overall mobility demand

Global Logistics

Transformation towardselectric mobility

What will the society look like in 2025?The next ten years will shape society for the 21st century…

Rising energy consumption

Environmental awareness

Knowledge Economy

Flexible Work

Work-Life-Balance

Urban Production

Industry 4.0

Smart Factory

Participation

Interaction

Urbanization


Factor AnalysisEleven key factors

EnergyPortfolio

Degree ofcommonly

sharedresources

change in economicclusters

Big dataand

predictiveanalytics

Internet ofthings

Changingvalues of

statussymbols

Digiti-zation of

workEnergyprices

Divergingtechnical

acceptance

Mobile work

Scarcity ofresources


Sharing Economy in a nutshell…

Source: http://de.slideshare.net/MarketRevolution/shsu-sharing-economy-collaborative-consumption, 23.6.2014

A set of practices and models that, through technology andcommunity, allow individuals and companies to share

access to products, services and experiences.


Pillars and influence factors of Sharing EconomyV

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ServiceOrientation

DistributionMarkets

(Global Village)

InnovativeLife Style

Trust inStrangers

Belief inCommonproperty

IdleCapacities

P2P-Technologies

IncreasingCommunityAwareness

EnvironmentalAspects Cost

Sensitivity

Reputationvs. Status

Values of Benefit &Experience vs.

Property


Example: The German »Sharing Economy«-Landscape

Source Graphic: https://www.friendsurance.de/blog/a/infografik-shareconomy-landschaft

Lending &Give-aways

Swap Meets

Baby‘s & Kid‘s OutfitsFinancing & Insurances

Photo: http://www.article-3.com/the-rise-of-the-sharing-economy-yours-mine-and-googles-912143

Flatsharing

Carsharing Mobility

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Coworking

Source: http://www.gruenschnabel.at


Sharing / Collaborative Economy enhancing its focus –a trend or just wishful thinking?

P-to-PB-to-B B-to-C

InvestmentGoods

ConsumerGoods

Illustration IAO

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!

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!?(Brokers)

(Providers)(Demand,

Customers)

(Providers)(Demand,

Customers)

Development trendfor the Sharing Economy?

todaytomorrow

e.g. automotive manufacturer

as corporate fleet operator


Manifestations of Collaborative Economy

Collaborative Consumption

Collaborative Financing

Collaborative Learning

Collaborative Production

Gaining access to products,goods and services

Redistribution markets Product-Service-Systems Collaborative Services

(Collaborative Lifestyles) …

Networks collectively designor produce and distribute goods

Collaborative product design Makerspaces Peer production …

People share resources andknowledge to learn together

Open courses and courseware Skillsharing Crowd-sourced knowledge …

Funding, lending, investmentsby individuals and groups outsidetraditional financial institutions

Crowd funding Social lending Alternative currencies Collaborative insurance …


Consumer-sided motivating factors(National study by Campell Mithun, 2012)

Ranked Order of Rational Benefits

Financial – saves me money

Environmental – is good for the environment

Lifestyle – provides me flexibility

Lifestyle – is practical

Trial – provides access to goods/services

Ranked Order of Emotional Benefits

Generosity – I can help myself and others

Community – I'm valued and belong

Lifestyle – I'm smart

Lifestyle -- I'm more responsible

Cultural – I'm part of a movement

Source: http://www.shareable.net/blog/study-finds-sharers-want-value-with-meaning, 25.7.2013

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Source: http://advancebackandneck.com

Source: http://lightninglab.co.nz


The New Social EconomyBy trying to provide everything themselves classical businesses miss out on the larger opportunity

Source: http://cdn-static.zdnet.com/i/story/70/00/018691/thepeersharingsocialcollaborativeeconomy.png, 23.6.2014


1st Research Focus:Incumbent businesses affected by Sharing Economy

Impacts and effects on „non-sharing“ businesses

Sharing / Collaborative

EconomyActive players(as provider of “shareable“ value propositions)

Passive Role

User Role

“Supplier Role“(product or serviceprovider for sharing companies (i.e. ICT-solutions)

Negative competitive effectsthrough Collaborative Economy

Direct activities within Collaborative Economy(compensating declining markets, developing new markets,

sharing-mechanisms for existing markets)

Economic Benefits through offersof Collaborative Economy

(Shareable products and services as input for business activities)

Indirect activities within Sharing Economy

Incumbentbusinesses and

sectors


Transformational challenge for the incumbent economy:Adopting the collaborative value chain

Products

Marketplace Service

Source: ALTIMETER Group, 2013 / http://www.web-strategist.com

CollaborativeEconomy

• Rent• Subscribe

• Resell• Co-op• Swap

• Co-ideate• Co-fund• Co-build• Co-distribute• Co-market• Co-sell• Co-revenue share

Company-as-a-Service

Company-as-a-Marketplace

Company-as-a-Platform

• Lend• Gift• …


Socio-political effects• Taxation, Regulation, Consumer Protection, Data Privacy,

Employees‘ Rights…

Economic effects• Economical growth, Innovation, Business Incubation,

Employment…

2nd Research Focus:Potentials and downsides for urban systems

Impacts and effects on „non-sharing“ businesses

Sharing / Collaborative

Economy

Negative competitive effectsthrough Collaborative Economy

Direct activities within Collaborative Economy(compensating declining markets, developing new markets,

sharing-mechanisms for existing markets)

Economic Benefits through offersof Collaborative Economy

(Shareable products and services as input for business activities)

Indirect activities within Sharing Economy

Urban Communities

Active players(as provider of “shareable“ value propositions)

Passive Role

User Role

“Supplier Role“(product or serviceprovider for sharing companies (i.e. ICT-solutions)

Incumbentbusinesses and

sectors


Shareable resources for a Collaborative Economyin Urban Environments(C2C, B2C, B2B)

Products & Services

Equipment &Facilities

Infrastructures

Illustration IAO

Automobiles

Consumer goods

Real estate

Information

...

Means ofproduction

Transportation, Mobility

Logistics

Telecommunica-tion Infrastructures

Manufacturing equipment

...

ICT-Systems

...

Knowledge

Data

Ideas

Experiences

...

Human resources


Collaborative (shareable) solutions as cross-sectionalfunctions of urban systems

mobilitytransportation

urbanprocesses

energyresources

productionlogistics

informationcommunication

buildingplanning

transformationmanagement

Economic development & business innovation

Resource cycles

Security and protection


Urban Collaborative Economy

Urban collaborative economy – a network task

Prospects – Strategies –Integrated concepts – SharedSolutions – Pilotprojetcs …

Urban population

• Individuals• Consumers• Providers of shareable resources• …

Urban economy

• Typical sharing companies• Incumbent business sectors• Design of shareable products

& services• New business opportunities• Start-ups & new ventures• …

Research & Development

• Research institutions• Technology research• Applied systems research• Economic research• Joint collaborative research• Corporate R&D• …

Cities – policy & decision makers

• Urban planning• Economic policy & development• Providers of shareable resources• …

Sharing Cityas living space

Sharing City aseconomic zone &

industrial area


Research Approach: Identifying and seizing sharingpotentials for innovative cities

Resource sharing solutions targeting particular urban systems

Resource sharing solutions for integrated urban systems

Trade-offs between direct economic effects and “secondary” mediate effects

Demand AnalysisValue Benefit Analysis

Application fields forShared Systems Solutions

Shared System ConceptsFeasibility Studies

Implementation Strategies

energy

mobility

urbanProcesses

ICT

Building

Security

Productionlogistics

Governance

future users / clients / resource providers

relevantstakeholders

urban economy

social trends

Scarce urbanresources?

Idle public orprivate assets?

e.g.• Profitability• Cost• Investments• …

e.g.• ecological

sustainability• quality of living• social value• …


Economically successful sharing concepts:The system perspective is what counts!E-Mobility and carsharing - Sample for a “Shared System”

Producttechnologies

Core-Infrastructuretechnologies

ICT-technologiesfor use phase

Utilisationconcepts

(demand models,product-service-

systems…)

Equipmenttechnologies

Infrastructuraltechnologies

Source: Dr. Tobias Lösche-ter Horst, VW AG, 04. MobilitätsTalk der METROPOLREGION in Hannover, 30.11.2011

Businessmodels

Operatingmodels

New components

Energy storageMobility concepts

Electricity

IntegrationConnected Car


Fraunhofer “Shared Systems Design”-Approach

Appropriate Business and Operating Models(Concepts and Implementation)

Models of Resource Utilisation(Development and Realisation)

Required infrastructures andenabling technologies(Identification, Evaluation and Planning)

Shareable products, services and resources(What can be shared? What is the demand for sharing? What is the benefit for the city and for the economy?)

Illustration IAO

mobilitytransportation

urbanprocesses

energyresources

productionlogistics

informationcommunication

buildingplanning

economic development & business innovation

resource cycles

security and protection


Evolutionary prospect:From shared systems to multi-usage shared systems

Single User System

Single UsageSystem

Multi User System

Multi UsageSystem

e.g. Carsharing

e.g. Sunglasses e.g. Smartphone

e.g. Free floating sharedPedelecs


Shared resources in urban environments:Sample applications of “Shared Infrastructures”

Mobility

Health Care / Telemedizin

Construction / Facilities

Transportation & Logistics

Collaborative Manufacturing

Telecommunications &Data Exchange

Utilities (Energy / Water)

E-ChargingInfrastructures

Source: http://compass.ptvgroup.com

Source: http://siliconrepublic.com

Mast-/Network-Sharing

LogisticHubs

Source: http://www.iff.fraunhofer.de

Smart CityData Infra-structurs

Source: http://i1.ce.cn

MicroSmartGrids

Source: http://www.blog.telecomfuturecentre.it

MedicalAssetMobili-sationSource: http://http://cohealo.com

Source: http://sites.middlebury.edu

MakerSpaces


Sharing / Collaborative Economy

How Fraunhofer IAO adresses Collaborative Economy…

Urban Systems Mobility

Shared Systems & Infrastructures

Source: © EDAG-GmbHSource: © lassedesignen/Fotalia.com

Innovations emergeat the interfaces ofTechnologies andapplication fields!

It‘s not about singlebut about integratedsolutions for achievingsustainability!


Collaborative Economy Initiative of Fraunhofer IAOEnvisaged fields of research

Value creation patterns

Collaborative research infrastructures

Competitiveness and cost reduction

New or modified patterns of value creation by collaborative use of (physical) infrastructures.

ICT-solutions for collabo-ration and coordination

Innovative business and operating models

Maximisedeconomic & socialvalue creation

throughminimised resource

utilisationby means of

collaborative sharing of resources

Ecological and economic sustainability Approaches for cost reduction

mechanisms and improved competitiveness through resource effectiveness by means of shared resources.

Potentials of collaborative research infrastructures (within/between science and industry).

Leverage of ICT and software solutions for collaboration and coordination regarding shared resources (infrastructures in particular).

Potentials and design of innovative business and operating models for shared infrastructures.

Guidance for design of ecological and economic

sustainability (resilience) of shared infrastructures.

Collaboration and cooperation models

Intelligent resource utilisationthrough (regional or local) collaboration and cooperation models.


Objectives of Initiative

Cooperation platform

City representatives

Events for networking and exchange

Constituing international network of partners

Adressing (public)calls for proposals

Bilateral research and consulting projects

Industrial enterprises Industry associations

Research institutions

Fraunhofer IAO

CollaborativeEconomyInitiative


We cannot address these challenges by ignoring them, by going on strike, or by trying to ban these

innovations out of existence …

We need to work with them not against them.(Vice president of the European Commission Neelie Kroes)

Source: http://storage.theinformationdaily.com

Contact information@ Fraunhofer IAO:

Helge SpindlerCompetence TeamShared Systems‘ Design

Phone: +49 (711) 970-2267E-Mail: [email protected]: www.muse.iao.fraunhofer.de

»sharing economy in urban environments« u-sharing-economy-collaborative-consumption, 23.6.2014 a...

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