SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101

WHAT DRIVES THE SHARING ECONOMY?

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SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101

NOT THE GOLDEN BOYS

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SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101

BUT A NEWMARKETINGLOGIC

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SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101

POWERED BY UBIQUITOUSDIGITAL TOUCHPOINTS

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SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101

THE MARKETING LOGIC IN THE GOOD OLD DAYS

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SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101

SELL

E-COMMERCE 1.0(YESTERDAY)

FABRICATION CONSUMER

SELL PRODUCTS „AS IS“ ONLINE BUY & „DESTROY“

SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101

TSUNAMI-LIKE TRANSITION(TODAY)

CHOOSE FASCINATE USER

STUCK IN THE TRADITIONAL ATL MARKETING ROUTINE

SEARCH & COMPARE

SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101

THIS LOGICIS BROKEN

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SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 9

COMPETITION 1-CLICK AWAY

SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 10

TRANSPARENCY

SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 11

PRODUCTSBECOMECOMMODITIES

SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 12

PETER DRUCKER

THE GREATEST DANGER IN TIMES OF TURBULENCE IS NOT THE TURBULENCE; IT IS TO ACT WITH YESTERDAY'S LOGIC+

THE GREATEST DANGER IN TIMES OF TURBULENCEIS NOT THE TURBULENCE; IT IS TO ACT WITH YESTERDAY'S LOGIC

PETER DRUCKER

SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101

TRANSITION(TODAY)

SEGMENTED PUSH OF PRODUCTS & SERVICES

SEARCH & COMPARE

CHOOSE FASCINATE USER

REDOCEAN

SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 14

CXO QUESTION #1 IN 2013:

HOW DO YOU LEVERAGE DIGITAL TECHNOLOGY TO CREATE TRUE COMPETITIVE ADVANTAGE AND MAKE US MORE RELEVANT IN THE MARKET?+

SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101

ANSWER:

IT‘S ALL ABOUT DIGITAL ENABLED SERVICES – NOT PRODUCTS

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SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101

DIGITAL CONTINUUM(NEXT)

F RUSEFUSE EXISTING OFFERINGS WITH DIGITAL SERVICES TO INTEGRATE INTO REAL-LIFE ACTIVITY STREAMS

BOOST ADDITIONAL VALUE-IN-USE

SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 17

DIGITAL SERVICES BOOST THE VALUE-IN-USE

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SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 18

+

DIGITAL SERVICES BOOST THE VALUE-IN-USE

SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 19

DIGITAL SERVICES BOOST THE VALUE-IN-USE

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SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 20

DIGITAL SERVICES BOOST THE VALUE-IN-USE

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SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 21

DIGITAL SERVICES BOOST THE VALUE-IN-USE

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SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101

NEW MARKETING LOGIC:

SERVICE FIRST, PRODUCTS SECOND

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SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 23

Product-dominant logic Transition Service-dominant logic

– 1950s 1950–2000+ today & tomorrow

SERVICE FIRST, PRODUCTS SECOND

SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101

OK, BUT HOW SHOULD YOU START?

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SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 25

IDENTIFY A RELEVANT INSIGHT

F RUSE

SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 26

IDENTIFY A RELEVANT INSIGHT

Book empty houses from localsgained city-insights from a fresh,

local perspective, making for a truly authentic and memorable experience.

SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 27

IDENTIFY A RELEVANT INSIGHT

People don‘t want to buy and own cars, but drive and experience integrated mobility.

SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101

Marketing built-in

Beautiful & easy to use

Ubiquitous Touchpoints

Data-driven

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PLATFORM

PLATFORMDIGITA

LDIGITAL

F RUSE

CREATE A DIGITAL PLATFORM

F RUSE

SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101

PLATFORM

PLATFORMDIGITA

LDIGITAL

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PRODUCTCO

MMUNICA

TION

COMMERCE

ME

DIA

ME

DIA

MEDIA

Dialogue not Propaganda

Higher-calling Solutions

Relationships not Transactions

ProgrammaticMedia

F RUSE

RE-INVENT THE MARKETING MIX

F RUSE

SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 30

START,IT’S STILL DAY 1

SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101

THANK YOU.31

SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 32

SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101

TOP 10 DIGTAL AGENCY IN EUROPEFORRESTER 2011

#1 E-COMMERCE AGENCY IN GERMANYW&V/HORIZONT INTERNET AGENCY RANKING 2012

WITH 400+ CREATIVE/TECHNOLOGY TALENTS 25% CLIENT SERVICES, 25% CREATIVE, 50% TECHNOLOGY

PUBLIC BUT

DRIVEN BY AN INDEPENDENT SPIRIT33

SlideClient: SINNERSCHRADER 05.03.2013Project: WHAT DRIVES THE SHARING ECONOMY? 00001101 34

CLIENTS