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"Share Economy". How Brands can do

Veröffentlicht am 6. November 2008 um 16:17 Uhr von Mark Pohlmann

Today we proudly present the topic of next09, the leading conference for internet business in Germany. The next09 will take place the fourth time on May 5 & 6, 2009 in Hamburg. We are expecting around 1500 international guests.

next09 is themed "Share Economy": this term is shaped by the economy theorist Martin Weitzman. His basic idea: The more we share our success with others, the more we profit ourselves. This applies to humans as well as brands.

The vision of intelligent share models has become reality long time ago. In the Internet nothing is being owned by someone in particular. We share our knowledge, property and enthusiasm publicly and for free: on wikipedia, youtube, peer-to-peer networks, blogs and forums. Every day millions of internet users prove, that human beings create brilliant values for all of us, if they are motivated enough.

What does motivate us to share? How do we create an value out of sharing? How could brands engage people and drive companies' profit?

Companies often find it difficult to free themselves form that familiar idea of central distribution. "Copy kills music" is the failed trial of defense against the free will of their own customers. There is one thing that is for sure though: If you stay away from the wired world, you loose your sustainability.

But sharing also means that the character of the property changes. In the society of knowledge meaning shifts towards immaterial values. Friends, access to information and the possibility to participate are more important than status symbols.

At next you are going to get to know them: strategies, companies and products that turn sharing into winning.

Focal topics:

1. Creating a Relationship Brand
2. The New Marketing Power: Free!
3. Freemium or The New Business Models of Free
4. User-Driven Companies: The Consumer as Co-Designer
5. Co-Created Products and Services
6. How Corporations leverage the Wisdom of Crowds
7. Open Source and Open Space as Corporate Culture
8. Network Effects: Participation as Business Model
9. Creative Commons or The Future of Intellectual Property
10. Cloud Computing: The Network is the Computer (again)

in The Work, Trends