2039281019_Y10N6ftG_collaborative-economy협력 경제(Collaborative Economy)가 새로운 트렌드로 부상하고 있다. 모든 종류의 서비스와 상품을 교환하고, 빌리고, 빌려주는 이 협력적 경제는 누구도 거스를 수 없는 대세다. 브랜드에 미치는 임팩트는 대단히 크다. 소비자들은 직접구매 대신 자신들끼리 스스로 조달하고 있다. 이런 트렌드를 외면하는 기업들은 기술과 사회가 급속도로 혁신되면서 위기상황에 처할 것이다.

이런 트렌드에 올라타기 위해 모든 기업들은 비즈니스모델을 재평가해야한다. 시장행태 변화에 맞춰 서비스, 시장, 제조자운동(maker movement 자신이 원하는 물건을 스스로 만들어 쓰려는 움직임), 대중 협력 등을 고민해야한다.

이런 움직임은 상업주의(commercialism), 물질주의(materialism), 마케팅 등을 사회적으로 이해하는데 상당한 영향을 끼친다. “아메리칸 드림은 제품의 소유를 뜻하는게 아니다. 제품으로 접근을 의미한다라고 말하는 젊은 기업가도 있다. 빌리고 교환하는 것은 그들의 개인적 삶에 딱 맞는다.

협력 경제에 적응하지못한 기업들은 어찌될까? 블록버스터에서 넷플릭스(Netflix 미국의 미디어컨텐츠 유통기업. 스트리밍방식으로 각종 컨텐츠를 제공한다)까지, 신문에서 크레이그리스트(Craigslist 미국의 커뮤니티 사이트)까지 이런 변화를 실감한다. 공유를 위한 개인간 거래(P2P peer-to-peer)의 여러 수단들이 수많은 미디어에 소개된다. 아래 기업들은 협력적 경제 전술을 활용해 혁신의 비즈니스 전략을 구사하고 있다.

협력적 경제 기업 및 브랜드 리스트

BMW‘s DriveNow premium car-sharing in San Francisco by BMW i, Mini and Sixt

Volkswagen‘s Quicar car share

Peugeot‘s Mu Mobility Services

Daimler‘s Car2Go service

RelayRides Uses OnStar technology, partner with GM

Toyota Rent a Car: Offers a wide range of cars to be rent, at dealer

Barclays Cycle Hire: Barclays, a financial services firm, offers bike share

BarclayCard Ring crowdsources many functions, including content, and crowd determines where profits go

Minneapolis and St. Paul have a bike-sharing program called Nice Ride, sponsored by Blue Cross and Blue Shield

Radiohead gifts media, asking fans to pay what they want

Dodge Dart Registry: Crowdfund your next car

Ford now was carsharing in Germany

Walmart considers having customers ship their own products

Google rents Chromebooks for $30/month

Enterprise ridesharing and vanpooling for individuals, employers and government

Patagonia partners with eBay (Commmon Threads) to foster a marketplace of used goods for sale

NBC partners with Yerdle as a media partner for one year to promote ideas of reduced consumption and swapping

Virgin Airlines partners with Taxi2 to enable social matching of guests who want to carpool after a flight

Citibank sponsors Citi Bike in NYC

Microsoft Windows taps into crowdfunding, paying 10% down and asking for others to chip in

ScotteVest promotes used goods to be purchased and sold on eBay

Two community banks partner with LendingClub, a peer-to-peer financing site

Retailer West Elm features Etsy creations in its physical stores

A number of companies, such as REI, are cooperatives that have shared ownership and or a democratic governance system

Enterprise Holdings purchases Zimride from Lyft

Quirky and GE partner in co-ideation and working with crowd

Regus(사무공간 컨설팅 업체) and Zipcar (Avis) partner

ING‘s co-working space in downtown Toronto

Marriott experiments with Liquidspace for rapid booking

Lincoln Motors partners with CustomMade to allow the maker movement to create custom artifacts for new owners

Comcast invests $1m in Maker’s Row

Google Ventures invests $258 million in Uber

W Hotel partners with DesksNearMe

IKEA encourages ridesharing in Canada and France

NFL partners with Uber to curb drunk-driving athletes

eBay launches services marketplace Secretguru in UK

B&Q, a home-improvement retailer in UK, launches neighborhood sharing project called StreetClub

Retailer Argos launches toy-swapping website

EasyJet airlines launches a car sharing service called EasyCar

General Electric launches partnership with SkillShare

Home Depot rents delivery trucks and tools

Uber partners with GE for DeLorean car promotion in San Francisco

UHaul investor club allows for peer-to-peer lending based on assets

Kaggle, a marketplace of top global scientists is tapped by GE, AllState, and Merck

Razorfish, a digital agency, provides free bikes that tweet in “Use Me, Leave Me” experiment at SXSW 2013

H&M takes in older clothes and provides store credit

Uber partners with StubHub (owned by eBay) for game day

Nordstrom and Etsy partner for handcrafted goods to be sold at retail scale

Toyota releases a new 3-wheel I-Road, intended to be shared, not bought

Nokia releases 3D-printing software files to encourage people to print out their own phone cases

MasterCard sponsors NYC’s Citi Bike program, as a Preferred Payment Provider

3D-printing service Shapeways is a successful spinoff with investment from Philips

GE and TaskRabbit team up for free delivery, under the Brilliant Machines campaign

Fon launches a wifi router that’s designed to share, producing a second signal for all Fon customers via Facebook connect

Patron partners with Uber to offer Halloween revelers a safe ride home

Samsung taps crowd innovation startup Marblar(www.marblar.com 활용되지않는 특허기술로 돈을 벌 수 있는지를 이용자에 묻고, 가장 좋은 아이디어에 1만파운드 상금을 주는 사이트)

Ikea launches secondhand marketplace, encouraged used goods to be sold, rather than bought new

Airbnb partners with Western Union for international payments

TOMs launches a marketplace featuring products from 30 socially conscious vendors

Uber partners with GM and Toyota to get more cars on road, in exchange for price discounts

Uber partners with Ford to provide free rides, and promote a new vehicle

Uber partners with Home Depot to deliver Christmas trees on demand

Uber and Paypal partner at LeWeb to give entrepreneurs a unique place to pitch

Philips is partnering with Indiegogo to host an Innovation Fellows Competition

Kelly Services and oDesk partner

Thredup and Diapers.com partner for recommerce

Walgreens and Taskrabbit partner to deliver cold medicine to shut-ins

Hotels such as Hyatt and Kimpton now renting jewelry, hairspray, waffle irons and clothes

Home Depot and Quirky partner to co-innovate new products for Home Depot shelves

Uber and Pepsi partner for Super Bowl celebrations to bring a “personal half-time show” to your local corner in NY

Uber partners with the Cosmopolitan hotel in Las Vegas, providing ride and room from LA to Vegas

Rent the Runway partners with the Cosmopolitan hotel for dress rentals

Many more B2B examples available via Sharetribe

SustainableBrands.com (2014.02.04) (http://www.sustainablebrands.com/news_and_views/business_models/jeremiah_owyang/more_70_mainstream_brands_now_taking_part_collaborati)

Written by Jeremiah Owyang

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