How the economy of sharing will disrupt consumption patterns and business models
This is indeed an egg breaker code quietly upsetting consumption patterns, behaviours, practices. The sharing economy transforms habits at the discretion of its rise. Breathtaking. What would have been impossible without the net is furthermore particularly amplified by the crisis. In times of scarcity of purchasing power, rent his apartment, his car, his tools, a few days per month pleased the two consumers.
This model C to C is not viable without these platform for intermediation – true business professional
This model C to C is not viable without these platform for intermediation – true business professional – which play a decisive role in this meeting “win win”. Trust is the key to these transactions for which the cost has become negligible with the digital. Remains to invent new rules of the game to make it compatible to these new actorswith their traditional competitors face other economic logics.
Jean-Paul F. earns money with everything he owns. He rents his Audi as easily as part of her loft, his camera, his lawn mower, the cakes simmered by his wife, which alsooffers rental his evening dresses, her garden which houses regularly a few festive barbecues. The consumer-actor 2.0 has the resource. “One day, we’ll look at the 20th century and we will ask why we have so many things,” said there is little Bryan Walshin Time Magazine which devoted collaborative consumption as one of the ten ideasto change the world. This changeover of possession to those of use values transforms behaviour.
Mentalities also. Is it not now accepts to host strangers under its roof, into its back seat, at the wheel of his car or in his garden? It is true that using a superb drill a quarter of an hour per year, a 5% of the time auto may make them think. Of marginal, confidential amateurism on bottom of generous utopia, this phenomenon switches ina professionalism generalized through the Web. Great Accelerator coupled to the booster of the crisis. They combine to significantly jostle swathes of consumption – hotels, car rental, the sale of capital goods and many others.
“The economist would be unable to properly situate the importance of the phenomenon in dust of GDP both this activity is underground, transfers between households totally escape the focal length of the undeniable thing… only national accounts that we can observe, this economy is powerful development”, explains Philippe Moati,Professor of Economics at the University Paris-Diderot, co-Chair of the Observatorysociety and consumption.
Dear economy to the “share economy”
New iron law of this sharing – barter, Exchange, rental – economy, superb egg breaker of codes which rises in power, the pooling of the property becomes an exercise not only of the most profitable, but the more virtuous. Thanks to the Internet, it is now possible to optimize the use of the property it owns by sharing their use with other. Also amazing that permanently correct. The crisis has made that accelerate thesepotentialities. The conjunction of these two accelerators cause an impressive takeoffof these activities.
According to Forbes magazine, the “sharing economy” and weighs 3.5 billion dollarsin 2013, an increase of 25%. No doubt thanks to the 200 start-up interest in this revolution that attempts to change consumption patterns. Already, community platform Airbnb to find an apartment has promoted the booking of some 10 million nightsin more than 33,000 cities and 192 countries. The France is its second market with 27 000 housing available. 3 million people in 235 countries already have “couchsurf”and more than a million candidates in the carpool already hoisted him to the rank of credible alternative to public transportation.
Pioneers followed by a flurry of initiatives reflecting a beautiful creativity: rental of parking spaces (Parkatmyhouse.com or Parkcirca.com) platforms, sharing a taxi (Taxi2, Taxistop), storage of objects in warehouses physical, put at disposal by private individuals or companies (Storpod), hire of clothing in the latest fashion (Fashionhire, Rent The Runway…).
Inspired by the friendly jumble of villages, Thierry Weil virtualized them on the canvas on his website “debarrachezmoi.com” and thus gives visibility increased tenfold in this House to empty, this estate to settle. This free unpacking already draws 50,000 visitors per month. The diet of purchasing power and unemployment have transformed into opportunities these new offers and opportunities. “The crisis makes thesemodels more efficient and resistant because they require few financial resources. “The concerns of sustainable development find a satisfactory response and social andeconomic values creating the link, in tune with the concerns of the time, there are also met.”, note Bruno Berthon, managing director at Accenture.
Multifaceted revolution, therefore, its sociological dimensions, societal, environmental and social are at least as significant as the economic components of this new mode of consumption which is already enthusiastic vocations of entrepreneurs. The investments are lighter than in conventional “capitalist” business models and performance is often much higher. In short the “sharing economy” is currently one of the most fertile loams for start-ups. True pioneers.
A new Wild West
“One feels in students a strong entrepreneurial Dynamics to these alternative models, phase of structuration and professionalization. Often still in experimental phase, as these platforms of microfinance. This often goes hand in hand with a voluntary commitment and allows out of regulatory codes. Renovate traditional activities “, notes Olivier Delbard, Professor of Economics at ESCP.
The air of nothing, with the economy of sharing, we are witnessing a disruptive innovation, an alternative model of consumption to which could well switch swathes of the activity. Environmentally sustainable economy, by its more clever utilization of passing property from hand to hand, as the civilization of all acquisition, these alternative models of consumption are very attractive for the younger generations.
They are also peculiarly move the lines of classical consumption and break codes ofmany trades. Well started in Northern Europe, in Britain, this trend now for both highly developed countries like Japan as the most dynamic of the emerging, such as the Brazil. At the very beginning, some years ago, in the twentieth century, these fansattempts were regarded as friendly as only marginal.
Moreover, certain practices such as barter have always existed. At the microscopic scale. Utopia in boboland, at the margins of the system. Internet and its social networks, its platforms allowing a fantastic release and confrontation of the application tothe offer substantially changed the situation. Friendly service of proximity, carpool -like it auto-partage – is are thus industrialized, to the satisfaction of hundreds of thousands of followers. On the Web, sharing is everywhere. Remains to organize it.
Precisely, on the platform “ouishare” that it has cocréée, Antonin Léotard to federate a community dedicated to this type of alternative economy. Initially, a somewhat idealistic collaborative blog on the sharing economy is transformed to satisfy the craze in real platform dedicated to a community to bring together those who wanted to exchange goods and services and bring together all stakeholders in this economy:entrepreneurs, users, oriented sustainable development, assets optimization. Enthusiasm of pioneers, pretty generational aspiration. The thirtysomethings include widely dominant way. “We have the budget in development, including projects in the field of mobility,” he said.
The intermediary, a crucial role
This system breaks the chain vertical and horizontal and hierarchical intermediates for more direct exchanges…. But this triumphant C to C should not forget a determining actor, B as a business who plays intermediaries by organizing transactions. The cost of the latter also strangely melted in dematerializing. Which explains their massmailing.
Guarantor of the trust, its role is decisive. It needs to reach a certain critical mass sothat the visibility of offers are growing in strength and apply against competing sites. A history of momentum. Premium so to the first party, award-winning competitiveadvantages, premium to the “small events” that will animate the platform. “Key to all these new equations, intermediation platforms, this catalyst making possible whatwas unthinkable a few years ago. They become the node of this new triangular relationship. Technology having both drastically drop the cost of transactions while leveraging the visibility of trade opportunities”, explains Bertrand Pointeau at bath.
The test of truth, the dispute
The recipe? For these start-up, the important thing is to arrive as soon as the criticalmass, the most important bonus is decisive according to the economic law of increasing returns. The effects of threshold and critical size is a critical role for these sitesbecome extravagantly.
“These activities will not stay at the margins, new fields in some areas will arise in competitors to traditional actors as seen already in the conflict between bric-a-BRAC and antique shops on Ebay. The first have the obligation to provide a certificate of authenticity, not the second,”said Christine Di Domenico, Professor of social and solidarity economy to the EMLyon.
This change of paradigm of the horizontal economy where the value is in use, not inthe product, causes a deep divide between conventional professions and new professions, by threatening the first. This learning in exponential growth phase, should measure the impact of this new competition on traditional entities. They have alreadyled some reactions. As this lawsuit filed to a New Yorker who rented through Airbnb, his apartment during his travels.
A court has ordered to $ 2,400 in fines for violation of the regulations on hotel practices. “This terra incognita is blank, no rule of law does still apply to this type of unregulated economy that ignores the VAT, the right to work, the code of commerce both and so that it might be regarded as moonlighting violating taxation”, says Christophe Roquillly, Professor at the Edhec. At a time where, for example, Park cars for rent from private to private stands out as more important than fleets of some landlordsas opinion or Hertz, of the first magnitude.
This great development of vague will quickly come up against some obstacles: “communities” are tremendously friendly entities and sympathetic until where occurs a failure, a breakage or accident one of the proponents of the sharing. Both the right toproperty is pushed, dismembered. The dispute, that is the test of truth. The availability of property, whatever it is, cold hard cash, highlights of liability and insurance problems due to security risks.
Often dependent on the involvement of the intermediary, guarantor of trust between individuals. Everything in this learning phase is to build. Guarantees provided to the consumer are embroiling, not yet well defined responsibilities. The competition could be distorted in some markets. Then, regulate may curb the growth of a promising economy, a mode of virtuous consumption that weaves the social link? Let creative destruction to renew traditional business models?
“The great paradox: we are in a society now dominated by mistrust while the success of this type of economy is essentially based on trust”, was surprised Philippe Moati. The fact that these new activities escape tax will not delay to place them in the crosshairs of a tax appetite Bercy renewed. But their legal framework possible should not curb this burst of creativity which is one of the main qualities to be come base. Not to discourage this leavening of start-up while tagging the ground to avoid too disastrous distortions of competition, this is the issue of the political face of this revolution “made in civil society”.