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Third Industrial Revolution Consulting Group The increasing emergence of prosumers is strongly linked to the spread of sharing and a collaborative economy, characterized by a flat hierarchy, lateral power and network organization. The Sharing Economy covers a multitude of different business models, all of which aim to optimize resource use in order to lower utilization costs or reduce environmental impacts. To evaluate, in the best possible way, the impact the Sharing Economy is having on the society and the environment, it is essential to know the different specifications and characteristics of this new economic paradigm as well as the people’s motivation to participate in sharing activities. These activities can be classified into three different types of Sharing Economy operating models: 1) peer-to-peer exchanges using internet sites as intermediation platforms; 2) object sharing implying a (public or private) third party owning the goods to be shared; 3) collaborative models where users manage the resources and means of production themselves. The impact of digitalization and the use of the Internet of Things infrastructure vary considerably, depending on the respective activity and operating model. Peer-to-peer exchanges, mostly between private persons, include buying, selling, lending and sharing of new and used goods, as well as services. Whereas the trade of second-hand goods – via eBay or similar online intermediation platforms – presents limited competition to commerce, the impact is different for selling new goods or providing services via internet platforms. If such businesses are operated by private persons, i.e. via Uber for mobility purposes or Airbnb for accommodation issues, these enter into direct competition with conventional commerce and require that the state guarantee a level playing field between the emerging Sharing Economy and existing market economy businesses. The State must ensure, via legal action, that different business models conform to the same regulations and that different operators and service providers comply with the same legal obligations. In the Sharing Economy however, a distinction should be made between professional actors and private persons operating only occasionally. Corresponding criteria should be fixed by regulation; in doing so, one approach could be to differentiate using thresholds, taking into account the level of income generated or the regularity with which the service is provided. It is important to make sure that all actors comply with their legal, tax and social obligations. A corresponding framework should be clarified or specified if necessary. The above distinction also matters in consumer rights, as warranties, product quality, imposed security and sanitary norms or qualifications can differ, depending on the status of the provider. Relevant information to the consumers should be clear and freely accessible. It is a big challenge to anticipate and recommend suitable regulations that remain pertinent in a rapidly and continuously changing environment. The Communication Internet acts as a stimulant and promoter for new peer-topeer exchange models, and the deployment of an Internet of Things platform will enlarge such Sharing Economy models to more economic sectors. 394
Third Industrial Revolution Consulting Group Object sharing implying a (public or private) third party owning the goods to be shared is currently most common in the mobility sector. Offers like Vel’Oh and Carloh (Luxembourg-City), Vël’ok (initiated by CIGL Esch/Alzette and supported by eight municipalities in the south of Luxembourg) or Nordstad-eMovin (in the north of Luxembourg) are mobility services that place bikes or cars at the disposal of the public. Such initiatives favor access to mobility over bike or car ownership. Internet of Things technology benefits the spread of such initiatives. Sensors allow tracking the vehicles and evaluating and controlling their use. Employing mobile apps, users can be informed about the availability of a vehicle, perform reservations or pay the utilization fees. A 2016 analysis by Morgan Stanley estimates the global market for shared mobility services by 2030 will exceed $2.5 trillion per year. 338 The estimate is based on shared mobility comprising one-fourth (26%) of 20 trillion miles driven worldwide at a cost of 28 euro cents per kilometer. 339 A third type of sharing is the collaborative model where users themselves manage the resources and means of production. Community supported agriculture and energy cooperatives are current examples of this type of activity, but so too are the common creation and sharing of immaterial goods such as knowledge pools (i.e. Wikipedia), open source software, and open design, etc., or commodities (open hardware) produced via community owned 3D printers. Unlike the two other operating models described above, collaborative models require a high level of confidence between the users and confidence in the community as a whole. Social capital is vital. While the use of Internet of Things technology for all of these initiatives is not essential, it can help boost productivity and reduce marginal costs for these activities. Morgan Stanley’s bullish future for shared mobility is based on the current trend of Internet companies’ investments – Apple, Google, Alibaba, etc. – in the mobility sector. Apple, for example, now spends more on mobility R&D than is collectively spent by the top 14 auto manufacturers; or $5 billion compared to $192 million, respectively. 340 338 Hanley, Steve (2016) Shared Mobility Will Be $2 Trillion Market By 2030, Gas2.com, June 5, 2016, http://gas2.org/2016/06/05/shared-mobility-will-2-trillion-market-2030/. 339 Elmer-DeWitt, Philip (2016) Morgan Stanley is bullish on the Apple car, Ped.com, May 25, 2016, http://ped30.com/2016/05/25/apple-car-morgan-stanley/ 340 Ray, Tiernan (2016) Apple R&D Way More Than Detroit, Says Morgan Stanley; Big Cloud Spending? Barron’s, May 25, 2016, http://blogs.barrons.com/techtraderdaily/2016/05/25/apple-rd-way-more-than-detroit-saysmorgan-stanley-big-cloud-spending/. 395
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