Crowdsourcing –a Toolbox of the Sharing Economy

Asien-Pazifik-Woche in Berlin

Speech at the SKI Workshop 1: Startups as Spin-offs

Dipl.-Kaufmann Thomas Andersen

26.05.2016

Definition

• Crowdsourcing is as a fusion of the 2 words “crowd” and “outsourcing” just 10 years old and was created by Jeff Howe in an article for the Wired magazine.

•众包是两个词的融合：“众人”“外包”。它是最近10年才出现的词汇，是由Wired杂志的记者Jeff Howe在一篇文章中发明的专业术语。

Explanation

• Its meaning is the externalization of tasks to a crowd outside of an organization. Often enough the tapping of this “wisdom of the crowd” has resulted in never- thought-of advances in corporate innovations and insights.

•众包的意思是把任务和工作分配到到本公司或机构员工以外的人群。很多时候，群众的智慧让企业获得意想不到的创新和见解。

Main driver: the internet

• This new mindset of externalization of corporate problems was technically only possible because of the mass distribution and usage of the internet: mass communication had invented a quick feedback function which was even more spurred by the rise of social media like Facebook, YouTube, Twitter, WhatsApp, Instagram, WeChat, Snapchat etc.

•正是因为因特网的广泛使用才使得这种全新的企业任务外派的思维模式从技术上成为可能：大众传播创造了快速的反馈功能，这又被如 Facebook, YouTube, Twitter, WhatsApp, Instagram和WeChat等社交媒体更进一步激励。

Sharing Economy

• But there is also another shift in consumer behavior in the last 10 years: from an egoistic my-car-is-my-castle society to a sharing economy - more and more people don´t want to own seldom used products - they just want to use them when they need them and therefore can share with others: the lifetime usage of power drill in US households is 13 min, cars stay unmoved for 96% of their lifetime.

•但是过去十年，消费者行为有另一种转向：从自私自利的“我的车是我的私人城堡和社会”到一种共享经济：更多人不愿意再拥有很少用到的产品-他们仅仅是想在需要的时候能够使用。因此他们愿意和其他人分享：在美国家庭中电钻的的整个生命周期只有13分钟，轿车则在96%的时间是停着不动的。

German Crowdsourcing Association

• To cover all aspects of this new crowd economy the German Crowdsourcing Association was founded in 2011. It has about 300 members who are experts in Crowdfinancing, Crowdinnovation, Crowdworking and Crowdmarketing. Each of these fields show another aspect of how the intelligent engagement of the crowd can bring the economy one step beyond:

• 为了涵盖这种新的群体性经济，德国众包协会成立于2011年。拥有近300个成员，都是在大众金融，大众创新，大众协作与大众营销领域的专家。这每个领域都从另一个层面展示了如通过有效整合大众资源来让经济更上一层楼。

1. Crowdfinancing

• Here we differentiate between donation-based, reward-based, equity-based and lending-based Crowdfinancing – many people give small sums which heap up to a huge amount for a certain project or organization. The first crowdfunding of newer time was the campaign of Washington Post owner Joseph Pulitzer for the base of the Statue of Liberty promising all donors a namely mentioning in his paper, not regarding how big the donation was. It was a tremendous success!

• 1 大众金融这里我们要区分基于捐赠、基于奖励、基于公平和基于带宽的大众金融。每人投入一小笔钱，一群人就能凑足一大笔钱从而推动某项目或活动。最早的大众金融案例是华盛顿邮报的老总Joseph Pilitzer为了自由女神像的基座组织的。他许诺每位捐赠者会在文章中提到他们的名字，无论捐助多少。那次活动获得了巨大的成功。

2. Crowdinnovation (also Open Innovation)

• Prominent examples for letting the crowd produce ideas for next generation products are Nokia´s Ideasproject, the General Mills Worldwide Innovation Network (G-WIN), the Open Innovation portal of Unilever or Innosabi in Germany where the crowd created new mustard flavors.

• 2 大众创新（也称开放式创新）

利用大众智慧来为下一代产品提供创意的绝佳案例当属于诺基亚的Ideasproject，通用磨坊的全球创新网络（G-WIN）和联合利华和Innosabi公司在德国的开放式创新门户（人们创造出一种新芥末酱）等

Crowdinnovation ctd.

• Calling for crowdsourced ideas, information, opinions and analyses has emerged as a viable and enriched resource of enterprise-data. It is rapidly becoming a procedure of choice for generating innovative solutions issues for a vast range of corporate and societal issues.

•众包创意，信息，观点和分析已经成为了企业数据的可行和丰富的来源。它迅速成为很多的企业和社会问题的创新解决方案的选择过程

3. Crowdworking

• Here extremely fragmented parts of a work process are delegated a crowd of “clickworkers” who often receive only pennies as reward. To fight this form of virtual slavery a Code of Conduct was created in 2015 by labor union IG Metall, the Crowdworking platform Testbirds and the German Crowdsourcing Association which is under actual review together with the Senator for Work, Integration and Women (AIF) of the Berlin Government, Mrs Dilek Kolat.

• 3 大众协作一项工作可以分拆成很多部分并且委托给许多“员工”，而他们一般仅仅获得极少的回报。为了打击这种虚拟薪水的模式，五金工会（IG Metall），大众协作平台Testbirds和德国众包协会在2015年创造了一个行为守则，这是在柏林政府“工作，联合，妇女”（AIF）的参议员Dilek Kolat先生的实际审查下进行的。

4. Crowdmarketing

• Already a part of each Crowdfinancing campaign, Crowdmarketing delivers the proof of concept of new product ideas and enables the product developing company to receive a great amount of proposals to optimize the minimal viable product being beta tested in the market. This proof of market often is the foundation for a seed funding of private investors or banks.

• 4 大众营销

大众金融，大众营销活动的一部分已经验证了新产品创意的概念，并且促成产品开发公司收到大量建议来优化市场中即使是最小的可行的产品测试版。这种市场的证明旺旺是私人投资者和银行的种子轮投资的基础。

Final remarks

• All these aspects of Crowdsourcing will participate in a future more caring, less egoistic and with advantages for all members of the society if the idea of a Sharing Economy is fully understood and lived by the people as well as the economic entities.

•在未来，众包的所有这些方面都会更加贴心，无私并且对整个社会都有利。这需要共享经济的思想被所有人和整个经济实体所理解并实践。

Thank you very much.非常感谢

© Thomas Andersen, Member of the Board of the German Crowdsourcing Association (DCV)

托马斯.安德森，德国众包协会（DCV）董事会成员