1.
The good, the bad & the ugly
A co-business western
(Collaborative?) Scenarios
for collaborative economy leadership
Louis-David Benyayer
ld.benyayer@withoutmodel.com
www.withoutmodel.com

2.
You all know the story …

3.
3 outlaws
forced to
collaborate
to find gold

4.
They partner
They cheat
They partner
They betray
They fight

5.
At the end
1 dies
2 share the gold

6.
Will it be the story of the
collaborative economy ?

7.
Welcome to the co-xx

8.
> 20 M articles
> 500 M visitors / month
> 1 M contributors
2012 figures

9.
No capital
Distributed design,
manufacturing & labor
20k€

10.
>1 BUSD valuation
10 M nights
38 000 users / day
2012 figures

11.
> 18 000 projects financed
> 300Musd invested
17 projects > 1Musd
2012 figures

12.
Huge variety
Finance, manufacturing, consumption, knowledge, …
Plateforms
Centralised vs Peer to peer
Open vs closed
Free vs paid

13.
Welcome to the co-xx
Mixed Focus
Material focus
Immaterial focus
Commons-oriented Peer Production
in Knowledge and Software
(Linux Wikipedia)
Sharing plateforms
(Facebook, youtube, Flickr)
Crowdsourced
designs & products
Shared design &
distributed
manufacturing
(Wikispeed)
Open innovation
Collaborative consumption
Digital market places
(ebay)
Adapted from M.Bauwens, 2012

14.
Incumbent companies

15.
« That’s a huge opportunity »
« These guys may put us out of
business »
Collaboration ?

16.
5 strategies
1. Defend the rent : lobby about regulation
2. Make : implement collaborative value chain
3. Buy : acquire collaborative economy initiatives
4. Partner : co-operate services with start ups
5. Enable : develop specific supportive services /
technologies to the collaborative economy

17.
Strategy
#1
Defend the
rent
Lobby against new
entrants

18.
Strategy
#2
Make
Crowdsource design

19.
Strategy
#2
Make
Crowdsource design
61 000 designers
110 proposals (average)
1hour

20.
Strategy
#2
Make
Mobilize the clients in the
value chain

21.
Strategy
#3
Buy
Acquire the disrupter

22.
Strategy
#3
Buy
Acquire the disrupter

23.
Strategy
#4
Partner
Quirky + General Electric

24.
Strategy
#4
Partner
Auchan + Quirky

25.
Strategy
#5
Enable
Supply services

26.
Digital giants

27.
You know these guys
They never ask for permission

28.
« That’s a business segment for
us »
« We could use that to leverage
our position »
Collaboration ?

29.
3 strategies
1. Deploy : roll out their Business model
2. Leverage : use their position reinforce
leadership
3. Enable : develop services for the
collaborative economy

30.
Strategy
#1
Deploy
Sell ad words and ads

31.
Strategy
#1
Deploy
Enlarge the offer

32.
Strategy
#2
Leverage
Become the ultimate
platform
Mine

33.
Strategy
#2
Leverage
Become the ultimate
platform
“I think 3D printing is
super interesting but not
yet for mass production.”
“It will be an exciting
world, though, when it
happens someday.”
Will 3D printing enable the digitization of physical
goods in the same way Amazon is digitizing books
today?

34.
Strategy
#3
Enable
Develop services for the
collaborative economy

35.
So,
Is there a
Clint Eastwood ?

36.
Capabilities needed for the co-xxx
Communities Digital+physical Access more
than possession Legitimacy long-tail freemium
data multi-sided pervasive service
platforms open innovation ecosystems

37.
The good, the bad & the ugly
A co-business western
(Collaborative?) Scenarios
for collaborative economy leadership
Louis-David Benyayer
ld.benyayer@withoutmodel.com
www.withoutmodel.com

38.
A story inspired by
Michel
Bauwens
Jeremiah
Owyang
Steve
Blank
Rachel
Botsman

39.
Sources
• http://www.withoutmodel.com/louis-david-benyayer/collaborative-economies-and-legacies-
friends-or-foes/
• http://p2pfoundation.net/Synthetic_Overview_of_the_Collaborative_Economy
• http://fr.slideshare.net/jeremiah_owyang/collaborative-economy-keynote-jeremiah-owyang
• http://www.atelier.net/trends/articles/open-innovation-crowdfunding-invite-chez-grands-
groupes_422043
• http://www.telegraph.co.uk/travel/travelnews/10072651/Airbnb-ruled-illegal-in-New-
York.html
• http://venturebeat.com/2013/03/20/first-glimmers-of-avis-zipcar-acquisition-appear-at-nyc-
airports/
• http://www.open-electronics.org/thats-makerbot-value-in-stratasys-deal/
• http://www.geekwire.com/2013/jeff-bezosbacked-3dprinting-company-makerbot-sells-
403m/

40.
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