El futuro está en compartir?

26 comentarios

Conciencia ecológica.

Crisis económica, escasez de recursos.

Conectividad. Redes sociales. Celulares con GPS.

COMPARTIR.

Por qué comprar cuando lo puedes alquilar o pedir prestado?

Muchos negocios están naciendo a partir de esta simple pregunta.

Por qué comprar una bicicleta, si puedes alquilar una cerca de tu casa y dejarla cerca de tu oficina?

Por qué comprar una escalera de altura para cambiar esa lámpara si puedes alquilarla?

Por qué comprar una perforadora para colgar el cuadro si puedes conseguirla prestada?

Por qué comprar un auto (y pagar todos los gastos relacionados: seguros, patentes, impuestos), cuando puedes alquilar uno cuando lo necesitas?

Internet hace muy fácil comparar precios entre distintas alternativas. Tecnologías y aplicaciones como las del iPhone están revolucionando la forma en la que los consumidores deciden qué y cómo comprar.

Las mismas plataformas permiten que surjan nuevas formas de alquilar y compartir.

Compartir autos es un negocio explosivo. Zipcar, una compañía americana, tiene 400.000 miembros que pagan una cuota anual y pueden rentar autos por hora. Los miembros entran en Internet y averiguan dónde está el Zipcar más cerca estacionado, y luego lo pueden devolver en uno de muchos estacionamientos autorizados en los centros de las ciudades más importantes.

Los miembros de Zipcar reportan un ahorro mensual promedio de U$S 500 versus tener un auto propio o utilizar taxis. Para aquellos con conciencia ecológica, cada Zipcar equivale a sacar 15 / 20 autos propios de las rutas! Actualmente, Zipcar posee 8.000 autos en su flota. Diversos estudios estiman que aproximadamente el 10 % de la población va a adoptar el “car sharing” como su principal medio de transporte.

Algunos gobernantes también se están subiendo a esta tendencia: Londres y París son algunos ejemplos de ciudades que implementaron programas para compatir bicicletas. Estos programas permiten que un número de bicicletas estén disponibles para un uso compartido por parte de individuos que no poseen bicicletas.

En mi viaje a China en Agosto de este año, quedé asombrado por la cantidad de ciudadanos que utilizan las bicicletas compartidas (abajo podrán ver un video casero que grabé en Guangzhou en una de las estaciones de bicicletas).

Las razones para implementar estos programas de bicicletas compartidas son numerosas. Entre las principales, se encuentra el bajo impacto ecológico (menos ruido, polución del aire, congestión del tráfico) y la mejora de la salud de los ciudadanos a través del ejercicio.

Buenos Aires también se ha sumado a esta tendencia con un sistema público de alquiler de bicicletas. Será para los vecinos y hay que registrarse para utilizar las 100 bicicletas, que estarán en tres estaciones. El plan oficial es llegar a las 500 bicicletas y 12 estaciones en los próximos tres meses. El sistema es gratuito, aunque para poder usar las bicicletas hay que registrarse en internet (www.mejorenbici.gov.ar)

Netflix es una compañía que alquila videos por internet. Con más de 16 millones de de miembros en USA y Canadá, Netflix es la líder global en este negocio. Por U$S 7.99 por mes, los miembros pueden ver instantáneamente películas y series de TV a través de Internet en PCs, MACs, TVs, Iphones, Ipads, Playstation 3, etc! Las veces que quieras, las películas que quieras.

Las personas están alquilando y compartiendo cosas que antes nunca hubieran hecho, como ropa, carteras y juguetes.

En la segunda parte de este post compartiré otros modelos de negocio pioneros del consumo colaborativo.

El principio fundamental en esta nueva era es: “El acceso a veces es más importante que la propiedad”. La tecnología hace que el compartir sea cada vez más eficiente.

Internet siempre ha sido un excelente vehículo para conectar vendedores y compradores (DeRemate, MercadoLibre, eBay, ZonaProp, deautos, etc). Los celulares con GPS y las redes sociales están ampliando los horizontes.

Los celulares con GPS pueden conectarte con personas en la misma cuadra que quieran compartir un auto, un taladro, o una escalera!

Las redes sociales ayudan a eliminar o disminuir barreras que existen para “consumir colaborativamente”, a través de la confianza que generan entre amigos virtuales.

Cada día nos volvemos más impacientes con la “capacidad ociosa” que tenemos. Mira a tu alrededor: cuántas veces utilizaste todos los bienes que posees? En promedio, un ciudadano gasta 18% de su sueldo mensual en un auto que generalmente está…. estacionado!

El 50 % de la población tiene un taladro o perforadora en su casa, pero lo usamos únicamente para colgar los cuadros y luego nos olvidamos que la tenemos, juntando polvo en el garage!

Si tienes conciencia ecológica o estás apremiado con tu presupuesto mensual (como la mayoría de nosotros está en estos días), esta capacidad ociosa te tiene que molestar o desafiar a cambiar tus hábitos de consumo.

Otra corriente que está comenzando a surgir fuertemente se refiere al “consumo para mostrarse”. En general, a las personas les gusta mostrar su status social a través de tener y acumular muchos objetos. Pero los actuales consumidores (principalmente las generaciones jóvenes), obtienen el mismo efecto a través de medios virtuales.

Presumen sobre lo que están haciendo (a través de Twitter), lo que están leyendo (a través de Shelfari), lo que están interesados (Digg) y quién conocen (Facebook, LinkedIn). El consumo colaborativo es el futuro en una economía basada en marcas virtuales y modas cambiantes.

Obviamente hay limitaciones en el nuevo modelo. Pocas personas están dispuestas a utilizar ropa interior reciclada. Devolver los autos de Zipcar a tiempo puede ser un gran desafío. Pero la tendencia comienza y pronto vamos a ir encontrando soluciones para los distintos problemas. Zipcar ya tiene imitadores en más de 1.000 ciudades!

Internet puede ser sinónimo de nuevo, pero al conectar y permitir que distintas personas utilicen el mismo objeto varias veces (en lugar de comprar uno nuevo) puede revivir el viejo principio de desarrollar productos que duren toda una vida!

En tu caso, qué cosas estarías dispuesto a compartir?

Cómo piensas que va a impactar en tu vida esta tendencia?

Para los emprendedores: cómo aprovechar esta tendencia y crear modelos de negocio que faciliten a las personas el compartir?

En este tema, no es cuestión de si va a ocurrir o no. La pregunta correcta es cuándo va a explotar esta tendencia en nuestro país?

Nos encontramos en la segunda parte de este post!

¿Te gustó esta nota? ¡Difundela!

26 comentarios

  1. MARISA YAYA dice:

    Muy interesante la propuesta de los negocios a partir del concepto eje de “compartir”, que ampliaría a través de la transferencia de tips para resolver situaciones imprevistas a través de sitios web donde acudir a socializar las soluciones o estrategias frente a escenarios imprevistos con ingenio y recursos acotados, compartiendo buenas prácticas con intangibles que no se localicen físicamente en el “mercado” pero si están presentes en mentes de las personas con vasta experiencia para resolverlas.
    Para seguir pensando ¿cuáles serían esos intangibles que los diversos grupos sociales están demandando para su vida cotidiana?……

  2. hola como estan me gustaria saber donde hay un ccituiro de descenso tengo la bici pero no tengo idea donde hay uno me gustaria saber si me pueden mandar un msj a mi face bueno gracias

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