The RISE of the

By: Paul Berenguer

CONSUMERPROSUMER

“customers participate in the creation of products in an active and ongoing way”

What is a Prosumer?

Source: http://mehdioa.wordpress.com/

10 to 40% of consumers say they participate in product creation/modification

Need Driven Excitement Driven

What motivates people to create?

Free R&D Larger human capital

Advantages of Utilizing Prosumers

A good example....

Linden Labs creates only 1% of the game 2300 hours of free development Rewards IP rights

Second Life

Loosing control? Cannibalism

Challenges

Hackers tapped into their software Faced with the decision to sue Created the “Right to Hack”

Lego Mindstorms

Create a platform for creation Stay informed and up to date Offer rewards Treated as co-creators

Implications

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

Thank you!