ABOUT THIS PRESENTATION

(released: October 6th, 2015)
1

PART I: DIGITAL INDUSTRY: LAWS
AND RULES SUPPORTING THE
SHARING ECONOMY

ownership

PART II: SHARING ECONOMY:
SOCIAL ROOTS AND PERSONAL
MOTIVATIONS

phone to (+34) 639 054 485

PART III: SHARING ECONOMY:
LEADING INITIATIVES AND
COMPANIES AND STRUCTURE

PART IV: SHARING ECONOMY:
MOVING FORWARD

this document has been created by Carlos Goga. This work is
licensed under a Creative Commons AttributionNonCommercial 4.0 International License.
if this document came into your hands and your would like to
contact the author, please e-mail at carlosgoga@gmail.com or

context
this document introduces the sharing economy and serves as a
support for discussion so as validating opportunities and identifying
risks

audience
this document is intented for individuals evaluating professionally
the sharing economy

update
this document updates any other document of similar nature, but
dated previously

http://es.creativecommons.org/licencia/

UNDERSTANDING THE DIGITAL ROOTS
OF THE SHARING ECONOMY
AND ITS TOP-LEVEL IMPLICATION FOR
SOCIETY, BUSINESS, AND THE SELF
[120min]

< El hombre que sabe y sabe lo que sabe, es un sabio ¡síguelo!.
El hombre que no sabe y sabe que no sabe, es simple ¡enséñale!
El hombre que sabe y no sabe que sabe, está dormido ¡despiértalo!.
El hombre que no sabe y no sabe que no sabe, es un necio ¡huye de él! >
Proverbio Árabe

Carlos Goga
ENTRENADOR EMPRESARIOS
carlosgoga@gmail.com
(+34) 639 054 485

http://blog.carlosgoga.com

Trainer
IT Entrepreneurs

Author

DIGITAL TECHNOLOGY: SILICON VALLEY GAME
4

LA TECNOLOGÍA Y EL JUEGO DE SILICON VALLEY
LA CONDICIÓN DE INDIVIDUO INNOVADOR

DIGITAL TECHNOLOGY: CHANGE ENGINE

TECHNOLOGY
IMPROVEMENT

WORSE

CHANGE

?

AUTOMATIC

DEHUMANIZES

1 > SELF
2 > PROFESSIONAL
3 > BUSINESS
4 > SOCIETY

FAST

2
DRAG

1
PUSH

innovation

SLOW

3
BLOCK

SILICON VALLEY: THE GAME

CHAIR

internet of
things

internet of
things

CLOUD

INDIVIDUAL
SHOES

“The only important
thing is the PARTY”

internet of
things

SOFA

7

CHAIR

8

SHOES

9

SOFA

SILICON VALLEY GAME
“ANY TIME,
ANY PLACE,
ANY DEVICE,
ANY PERSON,
ANY HAPPENING”

CHAIR

internet of
things

internet of
things

COMUNICATION
INFORMATION

CLOUD

INDIVIDUAL
SHOES

“The only important
thing is the PARTY”

internet of
things

SOFA

11

IT IS ABOUT COMUNICATION!

12

any time

13

any place

any device
14

15

any person

16

any happening

SILICON VALLEY GAME
“ANY TIME,
ANY PLACE,
ANY DEVICE,
ANY PERSON,
ANY HAPPENING”

CHAIR

internet of
things

internet of
things

COMUNICATION
INFORMATION

CHANGE

?

CLOUD

INDIVIDUAL
SHOES

“The only important
thing is the PARTY”

internet of
things

1 > SELF
2 > PROFESSIONAL
3 > BUSINESS
4 > SOCIETY

SOFA
1

2

3

18

PRIZE? become BILLIONAIRE plus create for a BILLION others

SILICON VALLEY: THE GAME
BASIC RULES
Rule #1.
Moore’s Law

Rule #2.
Economies of scale

TECH
GENERATIONS

Rule #3.
Network Economies

Gen #1.
MS-DOS

Rule #4.
First-to-market

Gen #2.
WINDOWS

Rule #5
Amara’s Law

Gen #3.
FACEBOOK /
APPLE

Rule #6.
Complementary
Goods Law
Other rules

RECENT
FLASHES

TECHNOLOGICAL
ZEITGEIST

Flash #1.
smart-phones

Axis #1.
Omnipresence of
technology

Flash #2.
social networks
Flash #3.
big data
Flash #4.
sharing economy
apps

Axis #2.
Individual at the center

Axis #3.
Exponential
acceleration

SOCIETY AND SELF
ZEITGEIST

TECHNOLOGY GENERATIONS (EASY THINKING)
21

22

1

2

functionality

user

3

group

STARTING 3rd. GEN IS ALL ABOUT COMUNICATION!

COMMUNICATIONS HIERARCHY
me in the
middle
health

financial
school
mates

neighbor

security

family

shopping
colleagues
school

couple

media

former colleagues
government
partners

travel and leisure

friends
clubs

maintenance

WE PLAY THE GAME BY REDEFINING HOW AND WHOM WE COMMUNICATE WITH!

COMMUNICATIONS HIERARCHY
happening in
the middle
health

insurance

security

family

shopping
colleagues
couple

government
friends
travel and leisure

maintenance

WE PLAY THE GAME BY REDEFINING HOW AND WHOM WE COMMUNICATE WITH!

COMMUNICATIONS HIERARCHY
me in the
middle

happening in
the middle

social
network

sharing
economy
platforms

WE PLAY THE GAME BY REDEFINING HOW AND WHOM WE COMMUNICATE WITH!

COMMUNICATIONS HIERARCHY
-

intimacy / trust

0
Zone

1
Zone

2
Zone

3
Zone

Me

We, daily

We,
eventually

All
others

+

WE PLAY THE GAME BY REDEFINING HOW AND WHOM WE COMMUNICATE WITH!

COMMUNICATIONS HIERARCHY

1:1
1:few
1:many

few:few
few:many

many:many

WE PLAY THE GAME BY REDEFINING HOW AND WHOM WE COMMUNICATE WITH!

transport
accomodation

28

activities
meals

THE SHARING ECONOMY IS ABOUT WIDE-OPEN MANY:MANY COMMUNICATION!

29

1

functionality

2

3

user

group
of common interest

STARTING 3rd. GEN IS ALL ABOUT COMUNICATION!

SILICON VALLEY: THE GAME
BASIC RULES
Rule #1.
Moore’s Law

Rule #2.
Economies of scale

TECH
GENERATIONS

Rule #3.
Network Economies

Gen #1.
MS-DOS

Rule #4.
First-to-market

Gen #2.
WINDOWS

Rule #5
Amara’s Law

Gen #3.
FACEBOOK /
APPLE

Rule #6.
Complementary
Goods Law
Other rules

RECENT
FLASHES

TECHNOLOGICAL
ZEITGEIST

Flash #1.
smart-phones

Axis #1.
Omnipresence of
technology

Flash #2.
social networks
Flash #3.
big data
Flash #4.
sharing economy
apps

Axis #2.
Exponential
acceleration
Axis #3.
Individual at the center

SOCIETY AND SELF
ZEITGEIST

31

TECHNOLOGY ZEITGEIST

DIGITAL TSUNAMI

• Sympton #1. Digital wave
• Sympton #2. Digital swirl
• Sympton #3. Centripetal force

33

DIGITAL MANIFESTS ITSELF BY WAVES

34

IT ENTREPRENEURS TRY TO RIDE THE NEXT BIG ONE!

35

A SWIRL KEEPS SWALLOWING INDUSTRIES AND OBJECTS!

36

CENTRIPETAL FORCE CONCENTRATES WHERE INNOVATION STARTS!

37

EXPONENTIAL ACCELERATION

38

EXPONENTIAL ACCELERATION

LA PIRÁMIDE

SOCIETY AND THE SELF

EL ARTE DE LIDERAR Y DIRIGIR EN EL SIGLO XXI

DIGITAL TSUNAMI
40

SOCIETY
(ECONOMICS AND POLITICS)

GLOBALIZATION &
LOCALIZATION

VIRTUALIZATION &
AUTOMATIZATION

TRANSPARENCY
& CONTROL

SOCIETY IS CHANGING IN REAL-TIME AS DIGITAL MOVES FORWARD

GLOBALIZATION AND DESLOCALIZATION

VIRTUALIZATION AND AUTOMATIZATION
http://www.technologyreview.com/featuredstory/515926/how-technology-is-destroying-jobs/

TRANSPARENCY AND CONTROL

TSUNAMI DIGITAL
44

SELF
(INDIVIDUALS)

PARTICIPATION &
OURSOURCING

24X7
COMMUNICATION

EXPANDED
CONSCIOUSNESS

THE INDIVIDUAL IS CHANGING IN REAL-TIME AS DIGITAL MOVES FORWARD

45

PARTICIPATION AND OURSOURCING

46

24X7 WIDE-OPEN COMMUNICATION

EXPANDED CONSCIOUSNESS

DIGITAL TSUNAMI
48

SOCIETY

SELF

(ECONOMICS AND
POLITICS)
GLOBALIZATION &
LOCALIZATION

VIRTUALIZATION &
AUTOMATIZATION

PAST
(CONCENTRATION
INSTITUTIONS)

(INDIVIDUALS)

TRANSPARENCY
& CONTROL

EXPANDED
CONSCIOUSNESS

24X7
COMMUNICATION

PARTICIPATION &
OURSOURCING

EMERGING FUTURE
(DISTRIBUTION
INDIVIDUALS)

DIGITAL IS STRESSING SOCIETY, BUSINESS, AND THE SELF
WHILE OPENING FOR A FUTURE THAT WANTS TO EMERGE

49

WELCOME TO THE AGE OF THE CUSTOMER!

50

NOT DUMB CUSTOMERS ANYMORE…

51

…BUT SAVVY, SMART-CUSTOMERS!

52

SMART-PHONES PUSH OURSELVES INTO BEING SMART-CITIZENS!

53

Año
Precio
Pantalla
Resolución
Microprocesador
RAM
Memoria
Sistema Operativo
Medidas
Peso
Conectividad
Otros

1999
2700 euros
15 pulgadas
768x1024
650 Mhz Pentium III
128 Mb
18,1 Gb
Windows 98 SE
325 mm x 267 mm x 54 mm
3492,66
Ethernet
micro, altavoces
lector DVD

2012
483 euros
4,8 pulgadas
720x1280
1,4 Ghz Quad Core
1 Gb
64 Gb
Android 4.0
136,6 mm x 70,6 mm x 8,6 mm
133 gramos
HSPA, WiFi, Bluetooth, NFC, DLNA
micro, altavoces
cámara 8 Mpx, cámara 1,9 Mpx
GPS
barómetro
acelerómetro, giroscopio
sensor de proximidad

6
3
2
8
4
2x 4x 8
26

ANY SMART-PHONE IS A SUPERCOMPUTER AT OUR POCKET!

54

SMART-PHONES PUSH OURSELVES INTO BEING POWERFULL SMART-CITIZENS!

DIGITAL TSUNAMI
55

SOCIETY

SELF

(ECONOMICS AND
POLITICS)
GLOBALIZATION &
LOCALIZATION

VIRTUALIZATION &
AUTOMATIZATION

(INDIVIDUALS)

TRANSPARENCY
& CONTROL

EXPANDED
CONSCIOUSNESS

24X7
COMMUNICATION

PARTICIPATION &
OURSOURCING

SHARING ECONOMY

PAST
(CONCENTRATION
INSTITUTIONS)

EMERGING FUTURE
(DISTRIBUTION
INDIVIDUALS)

DIGITAL IS STRESSING SOCIETY, BUSINESS, AND THE SELF
WHILE OPENING FOR A FUTURE THAT WANTS TO EMERGE

LEADING INITIATIVES
56

57

Airbnb - Travelers can rent a room or a whole home or a British castle (pictured) on Airbnb. The
San Francisco startup is the poster child of the collaborative consumption/peer economy

58

couchsurfing - Global network of 10 million travelers, adventure seekers and lifelong learners in over 200,000 cities in
every country in the world. The free service connects travelers across the globe who share experiences ranging from hosting
one another in their homes to having a beer to becoming close friends and travel companions. Started in 1999.

59

EatWith- Eat dinner with fellow food lovers at the home of a chef in your city or when you travel. Attend once-in-a-lifetime
pop-up meals, or hire a chef for your very own custom private event.

60

DogVacay - Dog owners can leave their dog with a host who will take care of the dog. It's
cheaper than a kennel and gives dogs a more comfortable place to stay.

61

RelayRides - Google Ventures-backed RelayRides enables people to borrow cars from
neighbors. They can rent the cars by the hour or by the day. If the car has OnStar, users can open
the car automatically through a mobile app.

62

Getaround - Peer-to-peer car sharing company that lets people borrow cars from others. Owners who are
out of town can also leave their car with Getaround, which will rent out the car, clean it and take care of it.
Getaround cars are covered by a $1 million insurance policy.

63

BlaBlaCar - Conectamos conductores con pasajeros para compartir coche

64

Amovens - Encuentra compañeros para compartir coche. La forma más barata, divertida y
flexible para viajar

65

UBER - Get a taxi, private car or rideshare from your mobile phone. Uber connects you with a
driver in minutes. Use our app in cities around the world.

66

Lyft - A ride sharing service for people to find rides from "regular" people who have a car. The
service, created by Zimride, only takes "donations" because it is not a taxi service.

67

Spinlister - Make money from your bike, surfboard, or snowboard. Make up to $500/month by renting out
your bike, surfboard, SUP, snowboard or skis on Spinlister. BIkes are insured up to $10,000 (in some
countries) and you have complete control over who rents it and when.

68

NeighborGoods – Peer-to-peer marketplace to share goods with your neighbors and friends.
Save money and resources by sharing stuff with your friends

69

TaskRabbit - Marketplace for people to hire people to do jobs and tasks, from delivery, to handyman to office help.
Founded in 2008, the site has 4,000 Taskrabbits on the service in USA who bid to do tasks that are posted by people looking
for a service. All the "rabbits" are interviewed and have their backgrounds checked before going on the system.

70

Zaarly - Peer-to-peer marketplace for people to provide services for others. Compared to other services,
Zaarly focuses on creating "stores" for sellers to market their services, from home repair to iPhone repairs.

71

TIMEREPUBLIK is a community of people who freely exchange their talents, interests, and
passions, and the currency is Time not Money.

72

Poshmark - People buy or sell their clothing via Poshmark. They can also display their virtual
closets and find friends who have similar styles.

73

Etsy- Etsy is a marketplace where people around the world connect, both online and offline, to
make, sell and buy unique goods.

74

Wallapop - Gana dinero vendiendo aquello que no usas y encuentra oportunidades cerca de ti.

75

Fon - Startup Fon enables people to share some of their home Wi-Fi network in exchange for
getting free Wi-Fi from anyone of the 7 million people in Fon's network.

76

Kickstarter is full of projects, big and small, that are brought to life through the direct support of people like you. Since our
launch in 2009, 8.8 million people have pledged more than $1.8 billion, funding 86,000 creative projects. Thousands of
creative projects are raising funds on Kickstarter right now.

77

Goteo es una red social de financiación colectiva (aportaciones monetarias) y colaboración distribuida (servicios, infraestructuras, microtareas y
otros recursos) desde la que impulsar el desarrollo autónomo de iniciativas, creativas e innovadoras, cuyos fines sean de carácter social, cultural,
científico, educativo, periodístico, tecnológico o ecológico, que generen nuevas oportunidades para la mejora constante de la sociedad y el
enriquecimiento de los bienes y recursos comunes.

78

Verkami es una plataforma de crowdfunding para proyectos creativos

79

Lending Club - Peer-to-peer network to get cold hard cash. Lending Club is cheaper than credit
cards for borrowers and provides better interest rates than savings accounts for investors.

SHARING ECONOMY: MOVING FORWARD
80

ECONOMÍA COLABORATIVA
OFERTA POR EMPRESAS OFERTA POR INDIVIDUOS
PROSUMIDORES

PUBLICIDAD REPUTACIÓN
OBSOLESCENCIA SEGUNDA MANO, REUTILIZACIÓN
PLANIFICADA/PROGRAMADA CAPACIDAD OCIOSA / EXCEDENTES
GENÉRICO, PRODUCTO O EXPERIENCIA GENUINA,
SERVICIO ALTAMENTE HUMANA
CONSTRUYE BARRERAS DEBILITA LAS BARRERAS DE
DE ENTRADA FUERTES ENTRADA Y LAS DILUYE
PROPIEDAD INTELECTUAL CONOCIMIENTO ABIERTO
Y FINANCIACIÓN Y CROWD-FUNDING

ECONOMÍA COLABORATIVA
MODELO NEGOCIO ANTIGUO MODELO DE NEGOCIO LEAN

PARCIALMENTE DIGITAL TOTALMENTE DIGITAL / 3RA.
GENERACIÓN
MERCADO DE OFERTA MERCADO DE DEMANDA

EL PRECIO BUSCA EL PRECIO BUSCA CUBRIR
MAXIMIZAR EL BENEFICIO COSTES, O NO HAY PRECIO
PROTAGONISMO DEL PROTAGONISMO DE LA
DINERO CONFIANZA

TENER COMPARTIR
(PROPIEDAD) (USO)

CRISIS

CRISIS
PELIGRO

CRISIS
OPORTUNIDAD

INSTITUCIÓN
CONCENTRACIÓN

PERSONAS
DISTRIBUCIÓN
CRISIS
OPORTUNIDAD

PELIGRO

?

INSTITUCIÓN
CONCENTRACIÓN

PERSONAS
DISTRIBUCIÓN

ECONOMÍA BIEN COMÚN
BENEFICIO BIEN COMÚN
COMPETENCIA COOPERACIÓN

ECONOMÍA FELICIDAD
PIB INDICE FELICIDAD
GLOBALIZACIÓN LOCALIZACIÓN

ECONOMÍA CIRCULAR
LINEALIDAD PRODUCCIÓN - CONSUMO SOSTENIBILIDAD
EXTERNALIDADES INTERNALIDADES

ECONOMÍA SAGRADA
DEUDA INTERÉS COLECTIVO
TIPO DE INTERÉS POSITIVO TIPO INTERÉS NEGATIVO

ECONOMÍA DE LO MEJOR
OBSOLESCENCIA REPARACIÓN
ROTACIÓN DURABILIDAD

ECONOMÍA SOCIAL
RENTABILIDAD INVERSIÓN IMPACTO SOCIAL
BENEFICIO ECOSISTEMA HUMANO
MERCADO PERSONAS

ECONOMÍA VERDE
TIERRA = MATERIA PRIMA TIERRA = NUESTRO HOGAR
COMBUSTIBLES FÓSILES ENERGÍAS RENOVABLES

ECONOMÍA COLABORATIVA
ECONOMÍA BIEN COMÚN
ECONOMÍA FELICIDAD
ECONOMÍA CIRCULAR
ECONOMÍA SAGRADA
ECONOMÍA DE LO MEJOR
ECONOMÍA SOCIAL
ECONOMÍA VERDE
ECONOMÍAS DE LO NUEVO
¿QUÉ? ¿QUIÉN?
¿CUÁNTO? ¿CÓMO?
¿CUÁNDO? ¿DÓNDE?

¿PARA QUÉ?

88

¡LA ECONOMÍA COLABORATIVA NOS PONE EN CONTACTO CON LO NUEVO

Y NOS FACILITA EVOLUCIONAR COMO CIUDADANOS!

EL PROCESO DE ADOPCIÓN DE LA INNOVACIÓN

1.
RECONOCER Y
ACEPTAR LA
SITUACIÓN DE
CAMBIO

2.
EXPLORAR
ALTERNATIVAS,
LO NUEVO,
SOÑAR

3.
ABANDONAR
LO ANTIGUO Y
SUPERAR LAS
RESISTENCIAS

4.
ENTREGARSE
Y DEDICARSE
A LO NUEVO

INNOVAR

INNOVAR

INNOVAR

INNOVAR

VOLUNTAD DE CAMBIO

PERMITIRME SOÑAR

DEJAR DE HACER COSAS VIEJAS

HACER COSAS NUEVAS

LIMITADORES

PERSONAL
Hábitos
Creencias
Prejuicios

PROFESIONAL
Experiencias
Conocimientos
Habilidades

SOCIAL
Modelos
Leyes
Instituciones

2.
EXPLORAR
ALTERNATIVAS,
LO NUEVO,
SOÑAR

LIMITADORES

PERSONAL
Hábitos
Creencias
Prejuicios

PROFESIONAL
Experiencias
Conocimientos
Habilidades

SOCIAL
Modelos
Leyes
Instituciones

HABILITADORES

UNA IMAGEN
VALE MÁS
QUE MIL
PALABRAS

¿CÓMO SERÍA SI…
… PUDIÉSEMOS VERNOS EN
UN FUTURO ALTERNATIVO?

92

thxs ;)
FIN

Carlos Goga
ENTRENADOR EMPRESARIOS
carlosgoga@gmail.com
(+34) 639 054 485

SUPPLY BY COMPANIES SUPPLY BY INDIVIDUALS
ADVERTISING REPUTATION

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OBSOLESCENCE AND RECYCLE
COMMODITY, PRODUCT, GENUINE EXPERIENCE,
OR SERVICE HIGHLY HUMAN
STRONG BARRIERS LIGHT BARRIERS
TO ENTRY TO ENTRY
IP OPEN KNOWLEDGE
AND FINANCE AND CROWD-FUNDING

LEGACY BIZ MODEL LEAN BIZ MODEL
PARTIALLY FULLY
DIGITAL DIGITAL
SUPPLY-DRIVEN DEMAND-DRIVEN
PRICING TO PRICING TO SHARE COST
MAXIMIZE BENEFIT OR NO-PRICING AT ALL
MONEY-DRIVEN TRUST-DRIVEN

OWN SHARE

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