1. ____VIEWS ONCOLLABORATIVE CONSUMPTIONA Presentation based on the dissertation La location entre particuliers ou la remise en cause d’un modèle de consommation fondésur la propriété - Alexandra Penel - Master Information & Communication - CELSA-Paris IV - July 2014 2. Collaborative consumption may frighten brandsas it seems to radically question the modelof our society. 3. It is said to point out “the slow down oftoday’s global economic model”Tout se loue sur Internet, mais à quel prix - Le Figaro - 09.02.2012 4. Of which it would initiate the end :“It is not a crisis, it is a world change.”Michel Serres 5. Companies would lose their power :”a lifestyle that puts the economic initiativeinto the hands of civil society.“La révolution du partage - Le Monde - 20.09.2013 6. And Brands would be losing their sex appeal :“We are looking for functionality”Question de choix - France Info - 20.12.2013 7. On the other hand, it might also be seen asa solution to the reduction in purchasing power. 8. To environmental damage :“Collaborative consumption comesalongside sustainable consumption”Kiwizz 9. Even to the immorality of our system:“Collaborative practices illustrate the birth ofa world where help replaces selfishness.”La révolution du partage - Le Monde - 20.09.2013 10. Maybe because it would bring back togetherour capitalist system with socialist values. 11. “Perhaps what is the most exciting aboutCollaborative Consumption is that it fulfillsboth the hardened expectations on both sides ofthe socialist and capitalist ideological spectrumwithout being an ideology in itself.”What is mine is yours - Rachel Botsman & Roo Rogers 12. Whether it seduces or frightens,collaborative consumption is everyone’s concern,as it seems to disrupt the world we all know. 13. How far doescollaborative consumptioncreate a new society model? 14. Collaborative consumption has no limits,and can be found in all categories. 15. Therefore it presents itself as an evolutionof the hyper-consumption system. 16. The end of hyper-consumption? 17. “We are notalways happy to hyper-consume“The Age of Acces - Jeremy Rifkin 18. Collaborativeconsumption would bea way to “continue hyper-consumming”L’avènement de la consommation collaborative- Edouard Dumortier 19. Whereas “hyper-consumption” is ambiguous,“purchasing power” brings everyone together.Source : Igobono - 2014 20. Therefore, collaborative consumption is a next step to amodel based on abundance and mass-consumption. 21. SHAREThe difference is it boastsmoral values which today’s system would lack. 22. The end of ownership andthe birth of the sharing era ? 23. Let’s take the example of peer-to-peer renting,which seems to question ownership the most.Redistibution marketProduct service systemCollaborative lifestyleWhat is mine is yours - Rachel Botsman & Roo Rogers 24. Even if “owner” has disappeared fromthe vocabulary of brands like Airbnb (which hasreplaced it by « host »), ownership remains at the heartof peer-to-peer rental services.Insurance systemGuarantySafety technologies 25. Peer-to-peer renting remains atrade exchange between 2 parties,secured by a third party.Start-up$LocationStart-up 26. This model, where ownership remains dominant,also applies to other collaborative activities.Second hand marketOwnerBuyerCrowdfundingSwappingIdea ownerSupporterOwnerOwner 27. Ownership is questioned for only one sideof the trading exchange: the consumer,who no longer needs to own in order to use. 28. For the owner, the goal is to makeobjects more profitable by extending their usagethrough renting, reselling, swapping… 29. Collaborative consumption is thus nota sharing of our goods,but the monetization of ownership. 30. This explains the misunderstandingon the word « share » :be it trough swapping, reselling,renting, crowd funding or crowd sourcing,what is mine is actually never yours. 31. Rather than a model revolution,collaborative consumption isan evolution in the means of access. 32. Alongside these new access possibilities,arbitrations are becoming more and more sophisticatedand consumers more and more experts. 33. We might think that these arbitrations are madebetween the rational and the emotional. 34. “We are looking for functionality”1“Optimise resources”2“You can save concrete andimmediate money“3“The need forconvenience”4Brand preferencePleasure buyingInvestmentSources : 1Question de choix - France Info - 20.12.2013, 2Je loue ta voiture, tu loues mon costume, on sauve la planète - Rue89 Le Nouvelobs - 18.08.2011, 3 site Sharewizz, 4 site Zilok 35. CONVENIENCEUTILITYPRICEQUALITYPLEASURESTATUS 36. SMARTCONSUMPTIONPLAISIRINDULGENCECONSUMPTION 37. Yet collaborativeconsumptionintensifies the needsfor quality and service. 38. Because it makes theaccess to brandsconsidered as morequalitativethan low-cost offerseasier.“it gives you the opportunity to haveaccess to some things that youwouldn’t have bought.”“Good value for money”“For occasional works, a handymanwon’t invest in high performance toolsbecause of the price. Yet thedifference on usage and resultsbetween a 15€ and a 100€ grinder atis real. Peer-to-peer renting helps toavoid that.“Source : qualitative group organized in April 2013, and exchange with peer-to-peer renters. 39. And because thepeer-to-peer processrequires a high level ofservice to secure theexchange.“There is a certain amount of bother.”“The fact that it’s between individualsis rather a handicap because there is arisk on quality.”“you need a trusted third party”Source : qualitative group organized in April 2013, and exchange with peer-to-peer renters. 40. Rather than the search for the lowest priceor the sign of disenchantment about brands,collaborative practices are seen asan affordable way to have access to quality. 41. In this way, collaborative consumptionprobably threatens low-cost productsmore than premium brands. 42. Des arbitrages deUtility did not killemotional andstatus needs.plus en plusconscients etsophistiqués. 43. Because collaborativetechnologies arevalorising and benefitfrom a more modern,embodied, social andenvironmental image.Des arbitrages deplus en plusconscients etsophistiqués.“A better consumption modelfor society”“an activist practice”Source : qualitative group organized in April 2013, and exchange with peer-to-peer renters. 44. Because thesesolutions reveal ouremotional relationshipDes arbitrages deplus en plusconscients etsophistiqués.to some objects,rather thanquestioning it.“Me, I’d rather have an affordabledress, from Zara or H&M,but my own one.““I like to keep my books, but my manbuys books and then throw themaway.”“Some people have a convenientrelation to their cars. And for othersit is status.”Source : qualitative group organized in April 2013, and exchange with peer-to-peer renters. 45. Beyond a purely rational usage,our consumption choices remain a way toexpress status and reveal our relationship toobjects. 46. In the end, collaborative practices don’t create«anti-consumers» who hate brands,but expert consumers, empowered by a diversity ofsolutions to satisfy their needs for quality and status. 47. Collaborative consumption isneither the end of capitalism and ownership,nor the end of a model based on consumption,nor the birth of a doubting consumer. 48. On the contrary, we can see it as the generalization oftrade at the scale of individual, a society of hyperliberalism where every owner can be a business manand where capitalism has entered our sellers. 49. Which means, far from being a threat,it is an opportunity for the established brands. 50. 1Secure peer-to-peer exchanges 51. 1It meansto offer platforms which make peer-to-peer exchangeseasier and which will ensure the quality of bothdeal and exchanged good. 52. Like Trocathlon that allows to sell and buy second-handgoods at Decathlon, France’s leading sports retailer. 53. Or indirectly, Habitat vintage which buys and sellsold second hand furniture of its brand. 54. Widen2 the user target, beyond the buyer target. 55. 2It meansto offer not only the purchase,but also the renting of the stocks. 56. DriveNow and the ability to rent avaried fleet of BMW cars in German cities. 57. Sh3are the conception of yourprojects 58. 3It meansswitch from “client” to “shareholder”. 59. By offering to anyone the opportunityto finance a project. 60. Or by simply using the existing crowd sourcingplatforms, like Popularise or Quirky to fund futureprojects and products. 61. M4ake your network more profitableby creating services for the collaborative economy. 62. 4It meansto provide spaces in your network,where people could exchange, which is a way to delivera new service, while driving new traffic to your store. 63. When will it be possible to withdraw or deliverswapped, rented, or second-hand products at your Postoffice, your usual retailer, or your newspaper seller? 64. 5Widen your brand experienceto new services. 65. 5It meansoffering added services, next to purchase,and offering a global solution to your customers. 66. For example, when will it be possible to renta steam stripper or a sander at Ikea ? 67. These are only 5 applicationsamong a lot of future models …

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1. ____VIEWS ONCOLLABORATIVE CONSUMPTIONA Presentation based on the dissertation La location entre particuliers ou la remise en cause d’un modèle de consommation…