The Rise of the Sharing Economy
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This document provides an overview of the sharing economy from the perspective of Hugo Guyader, a PhD candidate studying collaborative consumption. It includes definitions of key sharing economy concepts, descriptions of different sharing economy models and platforms, discussions of trust and participation in the sharing economy, and both positive and negative perspectives. The sharing economy enables increased access and utilization of underused assets through peer-to-peer sharing, but some argue it is overhyped and questions remain around its environmental and social impacts.
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The Rise of the Sharing Economy
- 2. @experienceetchugo.guyader@liu.se Hugo Guyader âą PhD Candidate at LiU. âš OuiShare Sweden Connector. âą Multi-method approach to research: experiments, surveys, interviews, (n)etnography.. âą Research interests: collaborative consumption, shared mobility services (i.e. ridesharing, P2P rentals), sustainable consumption. âą Teaching in Fundamental Marketing, Consumer Behavior, Service Marketing, Advanced Marketing, Leadership & Strategy âŠ
- 4. The Economy
- 5. Whatâs Mine is Yours TEDTalk 2010: âš the case for âš Collaborative Consumption Products and services are swapped, redistributed, shared, rented or gifted. Consumers access to âš more resources, âš more convenience,âš and at lower costs. (Botsman & Rogers 2010)
- 7. TRUST #1 barrier to sharing 67% express trust concerns as the primary barrier to join a collaborative consumption service 30% fear that their goods will be stolen or broken 23% express a basic mistrust of strangers 14% express âprivacy concernsâ (Campbell Mithun 2012) Sharing platforms use peer-review and reputation-based systems to create trust and alleviate the problem of âfree- ridersâ who do not contribute.
- 9. â a critical mass of users â idling or excess capacity of unused goods â belief in the common good â social trust The P2P Foundation also identifies 2 main societal drivers: âą community dynamics in conducting business and the combined effect of digital reproduction âą the increasingly 'socialized' production of value. 4 principles of collaborative consumption
- 10. Some clarification Collaborative Economy: An economy built on decentralised networks and marketplaces that unlocks the value of underused assets by matching needs and haves, in ways that bypass traditional middlemen and disrupt centralised institutions. - collaborative consumption (Maximum assets utilisation through models of redistribution and shared access) â âSharing Economyâ - collaborative production (Design, production, and distribution of goods through collaborative networks) - collaborative finance (P2P banking and crowd-driven investment models that decentralise finance) - collaborative education (Open education and person-to-person learning models that democratise education)
- 12. Think-tank and global community (10.000 members) since 2011, developing a framework that explains and brings together different phenomena into one coherent vision: « build a society based on openness, ⚠collaboration and sharing » Projects and activities include community building, producing knowledge and incubating projects, offering support to individuals, public institutions, and companies through professional services and education. OuiShare
- 17. Participation is rather a choice than a necessity.âš âhomo cooperansâ not âhomo economicusââš they cooperate for their emancipation, autonomy, social justice, knowledge sharing and open production. ⣠mobile and connected (the âdot- comâ ⚠generation) ⣠millennial ⣠mid-high income ⣠high level of education ⣠living in urban areas ⣠unique personality ⣠like to experiment new things ⣠innovative, playful and creative Who are the âNOwnersâ
- 19. 1 Access Rental, outsourcing, or leasing services offer the benefits of ownership, but without ownership. ⥠paradigm shift from ownership and acquisition models to access-based consumption - Firms offer access-based services to customers âš (i.e. B2C market mediated exchanges) - Product utilisation is increased âš (i.e. customers sequentially accessing the same product over its lifetime) - Temporal solutions to customer needsâš (i.e. cheap, on-demand, self-service, eco-friendly alternatives without long-term commitment) For instance, Zipcar offers access to a fleet of electric cars (i.e. a traditional firm owning assets): âZipstersâ (paying customers who sign up to a membership plan) can reserve a conveniently located car via an app (unlocking it with a smartcard), which they return to the same location after their rental duration (usage-based pricing) for the next customer to use.
- 20. ⹠Online platforms enable private individuals to organise the P2P exchange of their under- utilised resources, thereby disrupting industry incumbents (e.g., hotel chains). ⹠For instance, Airbnb hosts (i.e. peer service providers) offer accommodation rental (P2P services) to guests (consumers) via a the website (marketplace). 2 Peer-to-Peer / Consumer-to-Consumer Technology has enabled people to get what they need from each other, rather than from traditional companies selling goods and services. ⥠paradigm shift from B2C to C2C (P2P)
- 21. âą The more network users, âš the more valuable it becomes, âš the better services can be provided. âą Service organisations develop online platforms that enable their users to exchange P2P services. PROVIDERSCONSUMERS
- 23. Sharing Economy drivers: - the economic incentive - an urge to reduce the socio-âš environmental impact of consumption âš and a belief in âthe commonsâ - desires to satisfy altruistic needs and feelings of communal belonging - shift from ownership to access - ICT developments = convenience
- 25. A Day in the Life of the Collaborative Economy
- 26. Bike Sharing Bitcoin Car Sharing CoWorking Clothing Delivery Donkey Republic Bitcoin Dojo (Göteborg) AudiUnite CafĂ© & Co (Stockholm) KlĂ€dbytardag BagHitch LĂ„nelastcyklar (UmeĂ„) Bitcoin Stockholm Autoresurs Bilpool (Malmö) CoïŹce Coop (Stockholm) KlĂ€dbytardagar Freelway Lundahoj (Lund) Bitcoin Hackers (Stockholm) Car2Go D82 (Stockholm) KlĂ€dbyte MyWays Cykelköket (Gothenburg) Linköping Bitcoin Meetup Delebilen (Denmark) EntreprenörKyrkan (Stockholm) KlĂ€dbibliotek (Uppsala) Urbit Stockhom City Bikes Malmö Bitcoin Users Driveback Epicenter (Stockholm) KlĂ€doteket Styr & StĂ€ll (Gothenburg) Swedizen (Stockholm) Göteborgs Bilkoop (Majornas BillkooperaSv) Hus24 (Stockholm) LĂ„negarderoben Hertz Freerider HoïŹce Sabina and friends (Stockholm) Hertz BilPool (Norway) Impact Hub (Stockholm) Second Lounge Move About KnĂ€ckeriet (Stockholm) SwopShop SamBil (cooperaSve 1980 - inacSve) Kolonien (Stockholm) The Wardrobe Stockholm BilPool Start-Up People of Sweden (SUP46) StudentBilen (Nissan) StudioVerket SunFleet (Hertz) The Castle (Stockholm) UbiGo The Park (Stockholm) Vivallabil (cooperaSve 1983Orebro - inacSve) THINGS (Stockholm) United Space We Have Co (Stockholm) Work Around FabLab/MakerSpace Food Sharing Knowledge sharing On-Demand Services RedistribuDng/Selling Ridesharing FabLab@School.dk AirDine beady.se Butlr Bjussa.se (rensavinden.nu) Ants (Norway) Gothenburg Hackerspace AllWin Digiref.se DoMyTask Blocket.se Bilplats.se IX Sthlm EatnJoy Directory of Open Access Journals Grannar.se BortskĂ€nkes/mobages/ges/doneras/301 GoMore MarkersLink (Linköping) Solikyl (Gothenburg) Fruktkartan: map free fruits Haxi (Norway) BortskĂ€nkes.se Mobil SamĂ„kning Mikrofabriken (Gothenburg) FriSdsbanken Helping Bort.nu Roadmate (Hertz First Rent A Car - inacSve) Open Lab (Stockholm) Gapminder Hinner Inte Hinner Du Endast BORTSKĂNKES i Majorna! SamĂ„kning.se Recompile (Malmö) MabeHjĂ€lpen (Linköping) TaskRunner Freeshop.se Samlats.se (inacSve) SIS AFK (Blekinge) MinFarm Uber PoP [stopped May 2016] Freecycle GBG (Gothenburg) Skjutsgruppen ("Ridesharing Movement") SparvnĂ€stet (Stockholm) Time Village Vint: P2P workout Garaget (Malmö) We Are Together Stockholm Makerspace Tutopia (Linköping) WayWay Il Recycling THINGS (Stockholm) Tuva: Internet sharing Jumblets ToolPool (Malmö) Köpes/SĂ€ljes/BortskĂ€nkes , Göteborg UmeĂ„ Hackerspace Möbler sĂ€ljes/köpes/bortskĂ€nkes Myrorna oïŹ2oïŹ Schpock SyndAbKasta Tiptapp P2P Car Rentals P2P Home Rentals P2P Lending/Funding P2P parking space P2P RenDng Professional Services Flexidrive (SnappCar) Airbnb CrowdCube ApParkingSpot Delbar Coompanion GoMore FriTiden.se CrowdCulture GrannSaker eWork ridebite.com HemByte.nu (HomeExchange) FundedByMe Hygglo Kompanjoner HomeLink.org (bostadsbyte.com) Lendify Rentl PopUpMore Meet The Swedes ToBorrow Swinga Bazaar Re:TexSle Semesterbyte.com (inacSve) Trustbuddy Tjikko SpaceTime ToBorrow (Guyader 2017)
- 28. Lisa Gansky (2010). âThe Mesh: Why the Future of Business Is Sharing.â â Chelsea Rustrum, Gabriel Stempinski & Alexandra Liss (2014). âIt's a shareable life: A Practical Guide to Sharing.â â Jasper Ribbers & Huzefa Kapadia (2014). âGet Paid For Your Pad: How to Maximize ProïŹt From Your Airbnb Listing.â â Warren Bell (2014). âThe Airbnb Entrepreneur: How To Earn Big ProïŹts, Even If You Don't Own a Property.â â Christopher M. Jennings (2014). âDarebnb: The truth about turning your unused space into real income on Airbnb.â  â John Dale (2015). âLearn how to make an extra income renting your short-term rental or spare room all over the world!â â Alex Stephany (2015). âThe Business of Sharing: Making it in the New Sharing Economy.â â Claire Marshall (2015). âHow to make money (and a whole lot more) by Sharing. A quick start guide to the sharing economy.â â Glenn Carter (2015). âSecrets of the Sharing Economy: UnofïŹcial Guide to Using Airbnb, Uber, & More to Earn $1000âs.â â Michael James (2015). âAirbnb Super-Host: The Ultimate Guide to Hosting Success: Unlock Your Home's Earning Potential The Right Way To Make More Money with Airbnb.â â Michael Fertik & David C. Thompson (2015). âThe Reputation Economy: How to Optimize Your Digital Footprint in a World Where Your Reputation Is Your Most Valuable Asset.â  â Sally Miller (2015). âMake Money On Airbnb: How To Quickly And Easily Earn $2,500 A Month From Your Home.â â Billee Howard (2015). âWe-Commerce: How to Create, Collaborate, and Succeed in the Sharing Economy.â â Bryan Kramer (2015). âShareology: How Sharing is Powering the Human Economy.â â Diane Mulcahy (2016). âThe Gig Economy: The Complete Guide to Getting Better Work, Taking More Time Off, and Financing the Life You Want.â â Nick Loper (2016). âBuy Buttons: The Fast-Track Strategy to Make Extra Money and Start a Business in Your Spare Time. [Featuring 300+ Apps and Peer-to-Peer Marketplaces]â â Jared Meyer (2016). âUber-Positive: Why Americans Love the Sharing Economy.â â Beandrea July (2016). âAirbnb Your Life: The Host Edition:â â Vince Hinojosa (2016) âConfessions of an AirBNB Host: How I made $17,623 on AirBNB and So Can You!.â
- 31. everybody does not stand equal opportunities in the sharing economy because of race, religion, gender, or disability shareable.net
- 32. Is âsharingâ just a fancy word for ârentalâ? âą Some organisations are public initiatives or small cooperatives, others develop platform business models capitalising on existing communities and enhancing the P2P services with powerful matchmaking algorithms in exchange of a transaction fixed fee and/or a commission. Sharing Economy âunicornsâ: ⣠Uber = $70 billion ⣠Airbnb = $30+ billion âą VCs and business angels have invested about billions in tech- startups with sharing schemes. - e.g., automotive industry incumbents (Daimler, Ford, GM, VW, BMW, etc.) acquire startups by the dozens!
- 33. Ride-hailing âą BMW â ReachNow âą Daimler â Careem, Chauffeur PrivĂ©, MyTaxi, Taxibeat, Uber âą Ford â Chariot, Lyft âą Fiat-Chrysler â Waymo âą GM â Lyft, Sidecar âą Honda â GrabTaxi âą Nissan â Easy Ride âą Toyota â Uber âą Volvo Cars â Uber âą Volkswagen â Gett (Juno) P2P Car Rental âą Daimler â Turo (Mercedes Croove) âą Ford â GetAround âą GM â Turo (RelayRides) âą Opel (CarUnity) â Tamyca âą Peugeot-CitroĂ«n â Koolicar Carpooling âą Daimler â Flinc, Via âą Enterprise â Zimride âą GM â Flinc B2C Car Sharing/Rental âą Avis Budget â Zipcar âą BMW â DriveNow âą Daimler â Car2Go âą Ford â EasyCar Club, FlightCar, GoDrive âą GM â Maven âą Hertz â Hertz Freerider âą Nissan â MoveAbout âą Peugeot-CitroĂ«n â Free2Move âą Renault â Zity âą Volvo Cars â Sunfleet âą Volkswagen â Audi On-Demand, AudiUnite, Porsche Passport, Audi Silvercar (Guyader 2018)
- 34. Collaborative consumption is nothing new recirculation of goodsâš - eBay increased utilisation of durable assets âš - CouchSurfing exchange of services âš - time banks sharing of productive assets âš - farmersâ cooperatives
- 35. False Promises? Cheaper than market alternatives. Really? Green? Less resource-intensive practices reducing carbon footprints, and reducing demand for new goods/facilities? Increasing social connections? Commitment to social transformation: emphasis on the ideological values of sharing and collaboration? While the for-profit companies may be âacting badly,â these new technologies of peer-to-peer economic activity are potentially powerful tools for building a social movement centred on genuine practices of sharing and cooperation in the production and consumption of goods and services. But achieving that potential will require democratising the ownership and governance of the platforms. (Schor 2014)
- 36. Disruption? ⣠The most common model is to take a commission on transactions; something businesses have been doing for centuries. ⣠Technology has done many things, but to date it hasn't been able to completely do away with the middleman. ⣠Despite their power to disrupt incumbents, sharing economy businesses make use of the same traditional business models.
- 37. Whatâs Yours is Mine ⊠Unfulfilled promises of the Sharing Economyâš openness, democratisation, equality, communitarian values, personal exchanges/interactions, trust between strangers, micro-entrepreneurship, less materialism with access over ownership, sustainability, etc. ⊠In reality: - creates new forms of commerce and new marketplaces, - not 100% safe and trustworthy - centralised control or mutual surveillance system, - money for investors but not the workers - deregulated free-market in private lives, etc. ⊠Conflicting languages: (Slee 2016) community, collective action, libertarian/progressive politics, grassroots activism, social change private/corporate financial/commercial gains VS
- 38. We-Washing Share-Washing âš Collaborative Washing ⥠Online platforms claim to foster communal belonging by borrowing the semantics of the sharing ethos, whereas they actually foster a market professionalisation of P2P exchange (e.g., into rental services). ⥠The âtrue sharingâ movement raises awareness of this loss of communities and criticises Sharing Economy unicorns.
- 40. William Alden
- 41. What is an authentic sharing platform? BlaBlaCar (FR) has been criticised of killing the original ridesharing ideology for changing its business model (2012: from free to fees) and âforcingâ an online registration system. Direct contact between users (exchange of emails, phone numbers) became impossible and forbidden, and the price rose to take into consideration the driverâs car depreciation and the platformâs commission. The social aspect diminished (i.e. riders listen to music, sleep, claim reserved seats; direct communication is impossible before a reservation) and the economic aspect reversed (i.e. 12% commission, less flexibility with booking and pricing). Users perceive that digital security became a hassle, trust between members faded, the original communal spirit vanished and monetary benefits became the norm.
- 42. Sharing Belk (2007) definition of sharing: âvoluntary lending, pooling and allocation of resources, and authorized use of public property, but not contractual renting, leasing, or unauthorized use of property by theft or trespassâ => the Sharing Economy is not true sharing (Belk 2014): - presence of profit motivesâš - absence of feelings of communityâš - expectations of reciprocity âsharing is a phenomenon as old as humankind, âš while collaborative consumption and the âsharing economyâ âš are phenomena born of the Internet age.â
- 43. Sharing â True sharing involve caring and love, it is driven by altruistic motives (i.e. not , personal), indirect reciprocity (i.e. not direct reciprocity), in-direct economic benefits (i.e. non-monetary), communal belonging, and relying on mutual trust and social bonds without contracts or legal requirements (Belk 2010, 2014, 2017). â Sharing out (vs. Sharing in) âinvolves giving to others outside the boundaries separating self and other, and is closer to gift giving and commodity exchangeâ (Belk 2010 p.725). â âIf we conceive of a continuum commodity exchange lies at one end and sharing at the other, with gift giving somewhere in the middleâ (Belk, 2007, p.127). commodity exchange gift giving sharing
- 44. âą Acts of collaborative consumption can be defined as âevents in which one or more persons consume economic goods or services in the process of engaging in joint activities with one or more othersâ. âą Collaborative consumption may or may not involve direct physical contact between collaborators: â âdirect-contact collaborationâ = same place at the same time â âsystem-hookup collaborationâ = different places but at the same time â âsegregated collaborationâ = different times and places (Felson & Spaeth 1978) (Outdated) Academic Definitions
- 45. âą The term âThe Share Economyâ dates back to 1984 âą Martin Weitzman argues that full employment and social welfare could be achieved if workers were paid a âshareâ of the firm revenues. âą Companies would have an incentive to create jobs because more workers would be paid only in proportion to what they have brought in. (Outdated) Academic Definitions
- 46. Heart and Wallet paradox Sharing Economyâs ideological tensions: 1. a logic of economic market-mediated exchange with aspects of profit-maximization, negative reciprocity, independence between parties who have self-interested motivations 2. a logic of non-market exchange with elements of solidarity, mutuality, generalized reciprocity, and communal norms establishing interdependence between participants
- 47. Platform Cooperativism âą Sharing platforms that facilitate P2P service exchange should adopt a cooperative business structure with a âmulti-stakeholder model that could include providers, customers, founders, investors, geographic communities, and natureâ âą âproduser-owned platforms = users are producersâ âą The rationale is that most P2P platforms rely on the supply side of the network for their revenue stream, so these users/providers should own and control the platforms. (Gansky 2014; Gorenflo 2015; Scholz 2014, 2016; Schneider 2014)
- 49. âą Fairmondo (DE, UK) Cooperative online marketplace for ethical goods and services. Owned and run by its users: buyers, sellers, workers, investors. Anybody can join as a stakeholder. âą Stocksy United (Canada) Co-operative owned by the photographers themselves, that is accepting and providing royalty-free stock photos. âą Loconomics (USA) Worker-owned online marketplace that allow people to freelance. Instead of charging a commission (cf. Etsy), joining as an owner is open for all for a monthly ownership fee, which also allows the members to vote. âą VTC Cab (France) Taxi drivers created their own platform to regain control over their business. It is owned and operated by an NGO, so it does not collect commissions but a membership fee. Platform Cooperativism
- 50. Collaborative Economy Evolution âą Collaborative Economy 1.0 | Collaborative Consumption âWhatâs Mine is Yoursâ Wikipedia (2001), The Pirate Bay (2003), CouchSurfing (2004), Linux (1991), carsharing communal motives, moral/environmental concerns, mostly institution-based work creation/ occupation (employees), civil society initiatives ⹠Collaborative Economy 2.0 | Gig Economy, Crowd-based Capitalism, âWhatâs Yours is Mineâ Uber (2008), Airbnb (2009), La Ruche Qui Dit Oui (2010), VC funding, extractive business models, profit-maximizing, end of employment (micro- entrepreneurs), value cocreation facilitated by platform âą Collaborative Economy 3.0 | platform cooperativism Fairmondo (2012), BackFeed (2015), Juno (2016) stakeholders shareholders, open source, decentralization - direct people-based (peer-to-peer) credit relationships between individuals, âš - direct asset-based (peer-to-asset) credit relationships between individuals and productive assets
- 51. ⊠Individual travellers share a vehicle for a trip and split travel costs with others that have similar itineraries and time schedules. (Furuhata et al. 2013) My research: ridesharing Liftsharing (UK) or Carpooling (US) two-sided platforms e.g. Blablacar hitchhiking, slugging TNCs: Uber, Lyft, Sidecar
- 52. Ridesharing Two-sided platforms facilitating ridesharing between individual car drivers and passengers. Ridesharing can include small detours, but it does not concern for-proïŹt taxis and chauffeured vehicles in which drivers make a special trip to carry a passenger and enable them to make proïŹts (e.g. the passenger pays more than the gas costs). âš - Transportation Network Companies provide such âridesourcing serviceâ.
- 53. Ridesharing In Denmark, a ridesharing study reports the user perceptions as positive thanks to cost savings, greater comfort, ïŹexibility and speed (vs. public transportation), and socialisation with other ridesharing participants âš âŠbut also negative because of a lack of ride availability and inconvenience in ïŹnding them, viewing ridesharing as unsafe or unsecure, and expectations of social awkwardness and exclusion. ⥠Economic and social attributes are the strongest choice determinants for adopting ridesharing. (Nielsen et al. 2015)
- 55. BlaBlaCar ⣠⚠covoiturage.fr (âcarpoolingâ in French) ⣠⚠new âtransactional booking modelâ based on an online registration system replacing the exchange of cash and reducing no-shows and cancellations business model: âš passengers pay a 11.88% commission and a 0,89⏠fixed-fee per reservation ⣠⚠24 countriesâš 60 million membersâš Average shared distance: 350kmâš Average car occupancy: 3 persons
- 57. Skjutsgruppen âą civil society movement participatory culture âą no commission âą no peer-reviews âą institutional partners (e.g., cities, regional transport.)
- 59. ridesharing ·P2P car rentals ·leasing âRevolutionalizing the way people travel, and the overall infrastructureâ
- 60. GoMore Founders imported ridesharing from Germany to Denmark, seeing an opportunity in the Danesâ concern for the environment and their discontent with public transportation (prices, delays, cancellations). âš Organic growth as a non-profit platform for 6 years. Website enhanced with technological developments (e.g., online payment). Ridesharing commission for the drivers (currently 12.5%). Launch of P2P car rentals (commission: 20.5%).âš âš Launch of leasing (in partnership with a supplier): when the leased car is not used, it can be rented out to other GoMore members. By renting out their leased car 8 days/month, the Leasers can make up the leasing cost, so the car can be used for free the rest of the month (â5% commission on partnerâs leasing contract). Presence in Spain, France, Sweden, and Norway (800.000 members in Scandinavia).