This is a presentation about how ICT can help to maintain a balance of the commons, known as natural resources and ecosystem services, i.e. stop overexploitation of these fundamentally shared resources by changing the way we live.

1. *based on the forthcoming ”smartup manifesto”
Smartups*
sharing economy as first splash
of the next wave of startups.
Roope Mokka // Demos Helsinki @ KTH course on Future of Media //

2. Demos Helsinki
We are an independent
not-for-profit think
tank operating in the
Nordic countries.
All of our projects are
beneficial to the
society – society is our
second client.
We have ten full time
employees from
various backgrounds.
We focus to democracy
and resource smart
economy.
We combine futures
studies and co-creation
in our projects.

3. Smartups and commons
*all natural resources are in essence commons.
They are primarily outside markets and pricing
systems, thus ”natural”.
This is a presention about how ICT can maintain
a balance of the commons, known as natural
resources and ecosystem services, i.e. stop
overexploitation of these fundamentally
shared resources by changing the way we live.
Roope Mokka // Demos Helsinki

4. first lets try
and understand
how Megatrends
grow business?

5. How can you say so?
Let’s take a look at a very familiar
example.

6. ?

7. computers in 70’s

8. 8
In 1984 was a megatrend moment.
ICT was connected to a megatrend of the 1980’s and 90’s: Individualisation. So personal computing began.

9. Steve jobs
understood
megatrends
that the biggest
new forces of the
80’s were:
Personal
computing
COMPUTING POWER INDIVIDUALISATION

10. now a
part of
everyday
life.

11. what are the
Megatrends of
2014 driving
startups ?

12. Resource
scarcity and
climate
changE
group
centricness
This is
smart
business
digitalization of
the material world

14. The change is already here.

15. Oil
Copper
PhosporCultivated landWater
Natural
gas
consumption/head is bound to drop

16. Life expectancy
Wealth
InnovationsFreedom
Happiness
Love
with the current model its means...

17. Probably not...
However things are going
to change massively and fast.

19. BOTTOM LINE:
What
changes
the most?

20. Most natural resources are
consumed by
Homes Cars Food Shopping Consumer
electronics Tourism

21. Homes

22. Cars

23. Food

24. Housing
Mobility
Food
demand &
disruption

25. Housing
Mobility
Food
This is key
areas where a
new breed of
startups is
emerging.

26. What
changes is
our
decisions.

27. natural
resources
are
decisions
how to
impact
them?

28. WTF are
Smartups?

30. News This Year
Google to Buy Nest Labs for $3.2 Billion
Internet Company Extends Reach Into Home with Buy of Thermostat, Smoke Detector Maker Jan. 13, 2014 6:46 p.m. ET
Opower Shares Soar in IPO
April 4, 2014, 10:18 AM PDT
Uber Sets Valuation Record of $17 Billion in New Funding
By Serena Saitto and Brad Stone Jun 7, 2014 11:15 AM GMT+0200
Airbnb Might Soon Be Worth $10 Billion, Valued More Than Hyatt Hotels
MEGAN ROSE DICKEY MAR. 20, 2014, 9:35 AM

31. The nature of the biggest startups is changing.
The Wall Street Journal 2014

32. ”Due to their relationship to natural
resources, smartups are essentially
startups that help free their users
from inefficient use of natural
Teksti
resources. In a word, they do more
with less. ”
Smartup Manifesto, 2014
(unpublished)

33. ”The emergence of services and
technologies in the intersection of
physical and digital changes both.
Rather than everything being digital
or physical, everything becomes
Teksti
something else. This field of services
is currently being defined by
smartups.”
Smartup Manifesto, 2014
(unpublished)

34. Driverless cars
There are four major models in which a business can proliferate
resources and therefore create value out of resource scarcity.
2
Sharing Optimisation
Upcycling
and
refurbishment
Dematerialisation
and Smart
substitution
3 improving physical
assets by
implementing energy
efficiency solutions for
homes, as well as
various circular
economy applications.
2 Optimizing the use of
physical inputs
through the use of
smart home, metering
and gamification
applications.
4 Using smart
substitution to replace
resource-intensive
practices.
1 increasing the
utilization rate of
physical resources by
sharing.
1
4
3

35. Driverless cars
Sharing
Airbnb

36. Driverless cars
Sharing
Hoffice

37. Driverless cars
Sharing
Venuu

38. Driverless cars
Sharing
Bla Bla Car

39. Driverless cars
Sharing
Open Utility

40. Driverless cars
Sharing
We share solar

41. Driverless cars
Sharing
PiggyBaggy

42. Driverless cars
Sharing
Feastly

43. Driverless cars
Sharing
Swap.com

44. Driverless cars
Sharing
Sharetribe

45. Driverless cars
Sharing
= increasing the
utilization rate of
physical
resources by
sharing.

46. Driverless cars
Enerfy
Optimisation

47. Driverless cars
Optimisation
Nest

48. Driverless cars
Opower
Optimisation

49. Driverless cars
Caretosave
Optimisation

50. Driverless cars
Optimisation
= Optimizing the
use of physical
inputs through
the use of smart
home, metering
and gamification
applications.

51. Driverless cars
Upcycling,
renewal and
refurbishment

52. Driverless cars
Upcycling,
renewal and
refurbishment
Bio-Bean

53. Driverless cars
Upcycling,
renewal and
refurbishment
Bundles

54. Driverless cars
Upcycling,
renewal and
refurbishment
Etsy

55. Driverless cars
Upcycling,
renewal and
refurbishment
Terracycle

56. Driverless cars
Upcycling,
renewal and
refurbishment
RVS

57. Driverless cars
= improving
physical assets
by implementing
energy efficiency
solutions for
homes, as well as
various circular
economy
applications.
Upcycling,
renewal and
refurbishment

58. Driverless cars
Dematerialisation
and Smart
substitution
Bitty

59. Driverless cars
Oculus Rift
Dematerialisation
and Smart
substitution

60. Driverless cars
Beyond Meat
Dematerialisation
and Smart
substitution

61. Driverless cars
DHL in collaboration with Amazon
Dematerialisation
and Smart
substitution

62. Driverless cars
Dematerialisation
and Smart
substitution
= Using smart
substitution to
replace resource-intensive
practices.

63. Driverless cars
There are four major models in which a business can proliferate
resources and therefore create value out of resource scarcity.
2
Sharing Optimisation
Upcycling
and
refurbishment
Dematerialisation
and Smart
substitution
3 improving physical
assets by
implementing energy
efficiency solutions for
homes, as well as
various circular
economy applications.
2 Optimizing the use of
physical inputs
through the use of
smart home, metering
and gamification
applications.
4 Using smart
substitution to replace
resource-intensive
practices.
1 increasing the
utilization rate of
physical resources by
sharing.
1
4
3
Smartup Manifesto, 2014 (unpublished)

64. Driverless cars
However, the real impact lies in combinatory models.
Sharing Optimisation
Upcycling
and
refurbishment
Sharing Optimisation
Upcycling
and
refurbishment
Dematerialisation
and Smart
substitution Smart
substitution
Smartup
value
creation
hotspot
Smartup Manifesto, 2014 (unpublished)

65. Want to make money?
Leave social media, photosharing,
e-commerce, gaming...
Eurostat

66. Startup Smartup
Mass market Big market
Proof of concept Sufficient market
Quick exit Sustainable value creation
Disruption of markets Transformation of infrastructure
Winner takes all Market creation
Communications and entertainment Housing, transportation, food, energy
ARPU CLV
Born global Global platforms for customisation and
localisation
Facebook, Google, Apple, Ebay, InstagramAirbnb, Über, Opower, Nest, Blablacar
Exit via IPO or acquisition by digital
corporate
Exit via acquisition by incumbent (or digital
corporation)
Freemium and long tail Transactions and ESCO as service
Time Things
More value out of personal relationships More value out of personal property
Ownership (free or paid for) Access
Mass exodus to next service Sustainable value
Creating new resources (e.g. connections) Efficient use of current resources (proliferation)
Virtually unlimited pool of resources Tangible pool of assets base
Free for users Cheaper for users

67. End of big
companies?

70. What can you do?
Apply Now to the
Smart Retro
Programme.

74. Thanks!