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コラボレーション型消費は産業革命と同じぐらい重要か?

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巨大化するモバイルゲーム市場–でもゲーム制作者たちの収益源は何だろう?

lauren-anderson

あらゆるものが、コラボレーションになっていくようだ。AirbnbからRentCycleへ、それからさらにZipcarへ、…今や、車も、家も、そして服でさえ、互いに貸し借りをする。Collaborative ConsumptionLauren Andersonによると、この変化は産業革命と同じぐらい重要で意義深いかもしれない。本誌はFast CompanyのInnovative Uncensoredイベントで彼女にインタビューしたが、彼女曰く、人びとの”評判”を動因とする世界では、互いにコラボレーションする”私たち(We)”が、これまでの孤独な消費者である”私(Me)”に取って代わる。

Andersonは正しいのかもしれないが、ぼくみたいにあまり参加型でない人間から見ると、それほどすごいことかなぁ、という気もする。評判経済というものには、気持ち悪い側面もあるのではないか。とくにそれが、忘れることも許すこともできない世界(かな?)という意味で。でもAndersonは、ぼくみたいな人間にはかまわず、ネットワーク化され共有化される経済においては、”誰もが利益を得る”と強調する。

Andersonが言うように、MeからWeへの移行は産業革命と同じぐらい重要だろうか? われわれはこの革命を、両手を大きく広げて歓迎し、抱きしめるべきなのか?

[ビデオトランスクリプトは英文ママ]

Lauren Anderson is the Innovation Director at Collaborative Consumption.

Yes.

Lauren, welcome to TechCrunch TechCrunch TV.

Thank you very much.

So, Lauren, you are speaking of collaborative consumption being as significant as the Industrial Revolution.

Yeah, absolutely.

That’s quite a dramatic statement. What do you mean by that?

Well, I think it’s going to disrupt industry as we know it. Because, you know, the industial revolution is all about the beginning of this kind of mass production of things, and we’re really reaching a point in a society where we are going to run out of resources. We’re going to run out of the ability to produce and consume at the rate that we have been, and so collaborative consumption is really stepping to the side of all that and reconsidering how it is that we actually get access to the things we need when we need them.

So the idea that we can actually pay for the use of the product without needing to actually own that outright is one of the fundamental principles of collaborative consumption.

Where is your evidence though that consumers are excited by collaborative consumption?

If you look at, well, in terms of The collaborative consumption movement as a whole. The market places that are emerging around collaborative consumption is, there are new everyday in terms of the different verticals from AB;D to Viable. and drop to yard sale. There’s a whole spectrum of businesses emerging which is one indicator, that this is really a movement that’s growing popularity.

But, if you look a particular sector such as car sharing and it’s steady growth over the last ten years. You can actually see trends, especially in the United States, where people are actually selling their cars and buying fewer cars than they are actually selling, and Membership in car sharing organizations is steadily increasing over that time.

What are the numbers?

Specific numbers?

I mean approximately.

I wouldn’t be able to tell you off the top of my head in the U Quest is study growth across from know the last ten year has increased dramatically when you say dramatically we are talking about One percent of people are doing it? I’ve never met anyone
You don’t?
Well, I think that people are, there’s like ten million members across the states for car sharing organizations.

And it’s steadily growing. And companies like Zip Car are now effectively multinational companies. So, they have been able to purchase a street car in the UK which is actually a sign that this idea is gaining in popularity across the world.

You’ve suggested that the collaborative consumption represents a shift from the ‘me’ to the ‘we.’

Yes.

What does that mean?

It’s about the fact that we were consumed with the idea of individual ownership and the fact that when we purchased things, it would add up to who we were as a person. And I think we’re slowly moving away from that idea and seeing that what we have can actually be beneficial to a larger group of people.

And when we actually pool our resources, we actually have access to much more than we did just individually.

Wasn’t this idea once tried before?

In the sixties or?

Yeah in the Soviet Union.

Oh, you mean communism? Yes.

Well, I don’t think it is particularly about communism, because I think the thing about collaborative consumption is that people still stand to benefit individually whether it is through renting out their assets or you know making money on the things they aren’t. But, the idea that it’s available for other people to use is what the fundamental shift is.

Do you think it reflects a shift in the nature the human condition, are we changing what we value, or is technology enabling us to realize who we really are? I think it’s a bit of both. I think we are really questioning the values that we’ve had especially over the last couple of years. You know, things with like the global financial crisis has made us realize that we can’t continue continue to value the economy the same way we have as the kind of core of that society.

So we’re starting to look, you know, at the resurgence of community, and community Values and connections with each other as being more fundamentally important. But also technology is enabling us to do this on a scale and in ways that has never actually been possible. And we’ve been able to connect with each each other, and trade, and exchange.

In ways that wouldn’t have actually been to do, even five years ago.

In a world of collaborative consumption, what happens People who don’t want to collaborate.

Well, i think there’s, you know, i think a particular pathway will exist along side collaborative consumption, at least for the next 20 to 30 years, where people can still operate as per usual. But I think what we’ll start to see is that people who don’t participate in these systems will very much be on the outer.

Like when we talk about the idea of aggregating our reputation across these systems, and companies like AB;B and Rentcycle, and all of these platforms actually merging reputations. If you aren’t part of the systems, you are technically left out from being able to operate within these systems. So you have to be a player to have benefits from the rest of the system as it exists.

Is that a concern?

Does it concern me that people will be left out?

People who don’t want to collaborate?

I think that it is innate in us to want to share and collaborate. I don’t think there’s a big risk of, you know, a 50 percent split down the middle over it.

Where do you get that sense that it’s innate in us? Well, it is because we were actually born and bred to share, we grow up learning how to share, it’s something that we’re taught from a very early age, something that is actually better for us to do. We actually, everybody benefits when we behave like this.

It doesn’t mean that we can’t have self interest at the heart of it. A lot of people, when they start using these systems, its all about self interest that they have because it’s going to be easier, or cheaper, or more convenient. But, when it comes down to it, what they are really interested in is, is the actual capacity to trade and exchange with other people and to have that connection that they were otherwise lacking, with internet providing the ability for that to happen.

You have described the oil in this new economy as being reputational capital. What is reputational capital?

Well the idea that when we use something like AB and B, we’re both rated as the host, rated as a guest, rated through a number of metrics. And that is essentially forming a guide, a litmus test, to who we are as a person so that when we then use another system, we’re actually able to take that reputation with us, and people can see that, well we behaved well there, there’s every chance that we’ll behave well in this new system.

And we are actually collecting these data points everytime we interact with one of these systems on the internet.

So what you’re saying is in the future in this reputational company, if I wanna check out Lauren Anderson online, I’ll be able to go to networks like Clout, or peer No, not like clout or peer index, because they’re specifically looking at our social influence and that’s obviously a very intangible thing, whereas something like the reputation capital that we earn through collaborators.

Consumption systems is about our trustworthiness as a person. So, whether we’re a good seller on eBay, whether we deliver on time, whether we pay the money that’s due.and those kinds of things are much more tangible and specific matrix, compared to how many people read the tweets that we make.

What happens to forgiveness, in this new world.

It ‘s an interesting question. And I think that is something that still remains to be seen. Because I think in terms of the macro level of forgiveness, if you look at what happened on A and B a couple of months ago with the particular incidence of people’s houses being ransacked. Those people certainly will nerve be forgiven for what they did.

And I’m sure they’ll be excluded from their systems forever, and is a good reason to do that obviously. But as a whole forgiveness that this can actually happen and can occur in these systems. I think people are more willing to accept that as a minority of people who are going to behave like this in the system.

What’s happens to secrecy?

Secrecy? Well, I think we only share the things that are relevant to the exchange that is taking place, so I don’t if there’s any need for secrecy in those places. I think it’s actually about transparency first and foremost.

So everything is transparent.

Everything to do with the transaction that you’re making. So everything about your, the stuff that you are renting out needs to be transparent. Everything about why you are doing that should be transparent as well. But everything about your personal life, obviously, remains secret. So, in the age of collaborative consumption, privacy still exists?

Definitely, this isn’t about revealing all on our social networks, every minor detail about our lives being available. This is us choosing, picking and selecting what we are prepared to share and collaborate with and what we’d actually prepare to remain individual about. I think there will always be, people will always have a threshold where they decide what they are prepared to share and collaborate on, and what they would like to remain individual.

And I think its just about finding those individual boundaries, and making sure that you operate in those systems accordingly.

What is your threshold?

My threshold is that I am prepared to try all sorts of sharing platforms. I think the idea of sharing much more personal items is obviously, you know, going a bit too far, but the idea of sharing accommodations, sharing a car borrowing tools, swapping
clothes, all of those things for me are no holds barred.

No holds barred? So I can wear your clothes? Maybe if I was going to swap it for you with something else. Do you want to do a swap now on camera? I’m not sure anything that you have on would fit me. Thank you Lauren Anderson, on that very cheerful note. I want to thank you for appearing on Tech Crunch TV.

You’re welcome.

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