prosumers
DESCRIPTION
A presentation on prosumers for a social media classTRANSCRIPT
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The RISE of the
By: Paul Berenguer
CONSUMERPROSUMER
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“customers participate in the creation of products in an active and ongoing way”
What is a Prosumer?
Source: http://mehdioa.wordpress.com/
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10 to 40% of consumers say they participate in product creation/modification
Need Driven Excitement Driven
What motivates people to create?
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Free R&D Larger human capital
Advantages of Utilizing Prosumers
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A good example....
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Linden Labs creates only 1% of the game 2300 hours of free development Rewards IP rights
Second Life
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Loosing control? Cannibalism
Challenges
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Hackers tapped into their software Faced with the decision to sue Created the “Right to Hack”
Lego Mindstorms
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Create a platform for creation Stay informed and up to date Offer rewards Treated as co-creators
Implications
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Fuller, Johann, Gregor Jawecki, and Hans Muhlbacher (2006), ‘Innovation Creation by Online Basketball Communities.” Journal of Business Research, 60(1), 60-71.
Kozinets, Robert V., Hemetsberger, Andrea and Hope Schau (2008), ‘The Wisdom of Consumer Crowds: Collective Innovation in the Age of Networked Marketing.” Journal of Macromerketing. 28(December). 339-354.
Tapscott, Don and Williams, Anthony. (2006). ‘The Prosumer’. Wikinomics. http://hlt.media.mit.edu/dfe_readings/TapscottChapter5.pdf
Tapscott, Don and Williams, Anothony. ‘Wikinomics’. (2006) Executive Book Summaries. http://cgis.hbg.psu.edu/articles/Wikinomics_Summary.pdf
Quinion, Michael. (2012). ‘Prosumer’. World Wide Words. http://www.worldwidewords.org/turnsofphrase/tp-pro4.htm.
References
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Thank you!