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SHARE KOREA 
SHARING ECONOMY 
공 유 경 제 
@josanku 
KOZAZA
18 
! 
! 
10 
17 
! 
11 
! 9.6
자본주의는 한계에 이르렀고, 
2050년 쯤 사물인터넷으로 공유경제가 급부상하고 
자본주의가 주변부로 밀려 날 것.
소비자 권익 증대? 
미국 경제학자 40명의 답변 
YES! 
100% 
http://www.nytimes.com/2014/10/01/upshot/uber-improves-life-economists-agree.html?_r=1
two days
정의 
DEFINITION
공유경제 정의 
소유 대신 공유 중심의 경제활동 및 사회현상이다. 
일상 생활에 필요한 공간, 기능, 물건, 돈을 포함한 모든 가치를 대상으로 
한다. 
시민이 경제의 주체로서 생산, 소비, 금융, 학습 및 생활 방식에 엄청난 
혁신을 일으키고 있다. 
A social and economic system, driven by the empowered people, 
that enables the sharing of assets, 
transforming how we produce, consume, finance, and learn.
공유경제의 진화와 용어 
Collaborative Consumption 
협력적 소비 
Sharing Economy 
공유경제: 유휴자원 공유 => 시민 중심의 경제 
Collaborative Economy 
Collaborative Commons 
협력적 공유사회 
[ Circular, Peer, P2P, Access, People ] Economy
FEATURES
Sharing Unutilized Resources 
Among People: Sharing Becomes Economy1 
WE SHARE 
I NEED I HAVE 
연결 CONNECT 
경제적 ECONOMIC 
쉽게 EFFICIENT 
믿고 TRUST 
TECHNOLOGY 
SOCIAL NETWORK
Sharing Economy 
Turn Idle Capacity to Value 
Idle 
Capacity Value 
ME 
Ownership 
WE 
Sharing 
More Stuffs 
Widly
Y Generation 
Digital and Sharing Natives
2 Democratization of Economy 
Of The People, By The People, For The People 
CONSUME 
PRODUCE 
DISTRIBUTE 
Share 
Human and 
Physical Assets 
Share 
Share
Technologies Empower People
IoE 
internet of everything 
people 
things 
data 
process 
cisco: goo.gl/udGkYd 
1996
* . 
Connected More and Always 
BOOK HOMES IN KOREA 
The Networked Society
1% 99% 
Capitalism Sharing 
Economy
shared 
access 
exclusive 
ownership 
3 
smart owndership
Own, Share, Access 
OWN SHARE ACCESS
Cloud Lifestyle 
Pay as You Live
Connected Society and Technologies 
Identity 
Regulation to Trust 
Reputation 
Identity 
Reputation 
TRUST 
network 
Insurance 
Escrow 
Emergency Support 
Identity verification 
Credit card 
4 
User Participation 
Big Data 
Algorithm
Reputation for Transaction
Reputation Capital 
http://www.ted.com/talks/view/lang/en//id/1572
Value Shift 5 
Ownership=Me? 
Money=Happy? Environment 
Community
BENEFITS
Get Extra Money and Save Money1
http://www.ted.com/talks/view/lang/en//id/1572 
BOOK HOMES KOREA 
2 Job Creation
Boost Local Economy 
뉴욕 경제 유발효과: 6억 3천만불 
3 6억3천2백만불의 경제유발 효과 
6천개의 일자리 창출 효과 
평균 6.4일을 머물고 평균 880불 씀 (호텔투숙객은 3.9일, 690불) 
82%가 맨하탄 중심가 이외의 곳에 위치 (1/6의 수익 창출) 
전형적인 호스트들은 일년동안 약 7,530 달러의 수익
Boost Economy 
Sustainable Growth 
4 Industrial 
Economy 
Sharing 
Economy 
Efficient 
By Dr. Kyutae Lim
Market to Efficient Network 
Disintermediation 
By Simone Cicero
New Businesses Opportunities
Near Zero Marginal Cost 
Disrupting Incumbances: Texi and Hotel 
Number Produced 
Unit 
Cost 
Physical Goods 
Digital Goods
Create New Businesses 
Supporting Service Ecosystem for Home Sharing
5 Planet 
Save Natural Resources and Protect Environment
5% 
95% 
45% 
Money 
Friendship 
Environment 
Community 
55% 
5%x 9 
Ownerhip + Sharing 
Money 
Time 
Choice 
Friendship 
Car Sharing 
1=9, 1=20
Consume More 
vs. 
Consume Better 
http://www.slideshare.net/jeremiah_owyang/collaborative-economy-keynote-jeremiah-owyang
Community 
Trustful Society 
6
Trustful and Safe Community 
Strangers Friends 
Offline 
online trust Sharing offline trust 
Social graph Trust graph
<=> Less is More 
Own Less, Live More 7 
http://youtu.be/L8YJtvHGeUU
Variety of Choices 
Longtail: Car Sharing 
License 
Sharing Economy 
Quaility 
3 
Push 
Companies 
Taxi type 1 Taxi type 2 Taxi type 3 
Choices Trust 
100+ 
Pull 
People
Why They Shared 
Convinenience: +70% 8
Social Innovation 
Most Effective and Econoomic Solutions9
income 
local 
jobs 
economy 
community 
green 
trust 
innovation 
magic! 
http://www.flickr.com/photos/francisjimenezmeca/7051684437/sizes/l/in/photostream/
TRENDS
Transformation to Sharing Economy 
Me 
Company 
Consumer 
Centralized, 1% 
Global 
Individual Ownership 
Credit, Regulation 
Money, Capital 
Competition 
Market 
We 
People 
+ Micro Entrepreneur 
Distributed, 99% 
Local 
Shared Access 
Reputation, Trust 
+ Value 
Collaboration 
Network
분야 전통 경제 공유경제 
소비형태 소유 접근 (공유를 통한) 
자원활용 자원낭비 자원활용 극대화 
거래기준 법률/면허/제도 신뢰 
경제활동 목표 이윤창출 이윤과 사회 가치창출 
(환경, 공동체) 
경제 형태 대량소비 협력 소비 
거래 플랫폼 마켓 네트웍 
개인의 역할 소비자 마이크로 기업가 
거래구조 집중형 분산형 
지리적 중심 범위 글로벌 로컬(지역) 
발전전략 경쟁 협력 
소비자 선택의 폭 제한적 다양(롱테일) 
라이프스타일 소유를 통한 향유 
필요할 때 접근하는 
클라우드 라이프스타일 
사고체계 나 우리 
경제의 주체 기업 사람 
신뢰평가기준 금융거래 크레딧 소셜평판
$335 Billion 
5% of GDP in US
Exponetial Growth
http://www.whiteboardmag.com/short-fuse-big-bang-4-ways-that-digital-disruption-will-change-your-industry/
One Day of Sharing Economy 
$8.7M 
Lending 
375 K 
People 
157K Rides 6,666 Works
The Billion-Dollar Startup Club 
transportation 
home 
Sharing Economy! 
$ 32 Billion 
money 
http://graphics.wsj.com/billion-dollar-club/
Why Investors are in Love with the 
Sharing Economy 
24 Startups 
$102 M 
$52 M
Evolution of Car Market 
Car Manufacturing to Mobility Services
Transforming How We Can Travel
Sharing City Seoul 
2012년 9월 
•자원의 활용성 극대화 
•신뢰관계 확대 
•공동체 복원 
•일자리 창출 
•도시경제 활성화
How Seoul Became One Of 
The World's Sharing Capitals 
! 
5/25/2014
Special Mention(특별상) 
5th Metropolis Award Seoul
home 
SHARING 
ECONOMY 
K O R E A 
book 
space 
guide 
car 
city 
clothes 
funding 
tools 
sopoong 
september 14, 2012 @josanku 
skill 
experience 
child care 
2012
home 
SHARING 
ECONOMY 
K O R E A 
book 
space 
guide 
car 
city 
clothes 
funding 
tools 
september, 2014 @josanku 
skill 
experience 
child care 
2014
부산, 경기, 제주, 서울시 지자체 
Top Down Approach 
Dominated by Global Players: Airbnb and Uber 
Funding: Socar and Myrealtrip. < $2M 
역차별: 기술적용, 세금, 홍보 
! 
공유경제 중요성에 대한 인식 제고 
새로운 큰 그림이 필요한 시점 
! 
! 
Reality Check 
Sharing Economy in Korea
ko z a z a
BOOK HOMES IN KOREA
Hanokstay 
Eric Loves Hanok
Seoul Bizstay 
For Business Trip to Seoul 
Available, Quality, Price
Sweet Homes with Hotel Services 
HOMES FINESTAY HOTELS 
Space Service
Services 
http://kozaza.com/rooms/1002769
Incheon AG 2014 
Home Page for Homestay in Incheon
The Hospitality Network Platform 
In Korea
The Best in Korea by 2017 
Global Seoul 
Korea 
Asia 
eBay may be a shark in the 
ocean, but I am a crocodile in the 
Yangtze River. If we fight in the 
ocean, we lose–but if we fight in the 
river, we win. Jack Ma, 2005
CHALLEGES 
http://www.economist.com/news/technology-quarterly/21572914-collaborative-consumption-technology-makes-it-easier-people-rent-items
Challenges 
Conflict with Incumbancy 
Conflict with Existing Regulations 
Taxation 
Insurance 
Worry about the Depression 
Reputation and Trust 
Digital Privacy 
Workers Rights 
Global Players Take All
Speed Bump, Serious
ted disrupt Taxi! 
Hotel! 
University! 
Bank! 
Factory! 
Restaurant! 
Telco! 
Government
New Rule of Game
Decrease of Taxi Operation in SF
Regulation Follows Innvoations 
‘Sharing Economy Of/By/For The People’
Red Flag Act 
Locomotives on Highways Act, 1865, Britain 
! 
! 
The act stipulated that all mechanically powered road vehicles must : 
1. Have three drivers. 
2. Not exceed 4 mph (6.4 kph) on the open road and 2 mph (3.2 kph) in towns. 
3. Be preceded by a man on foot waving a red flag to warn the public.
Trust Between Strangers
How To Get Personal Reputation 
Reviews 
Referrals 
Social Activity 
Social Relationship 
Online Behaviors 
Transaction History 
Financial Credit
SHARE KOREA
BOOK HOMES IN KOREA
Sharing Economy = Offline Internet 
Sharing Economy will Evolve as the Internet Does 
Internet Offline 
Internet 
Intenet of Everything
People More Empowered 
Company, Factory, College, Bank, Generator
web2.0 
Bits 
Mobile Internet 
Technologies 
LIFE 2.0 
! 
Atoms, Space, Time, Money, Skill 
Participate 
Share 
Open 
Power to 
the People 
Sharing Economy
Why Software Is Eating The World 
WSJ, 2011- By Marc Andreessen 
http://goo.gl/XOueM
Global Players Take All 
Sharing Economy 
Industrial Economy 
Money 
Centralized 
Global 
People 
Distributed 
Local 
A&U Paradox 
SHIFT 
Company Business
Global Players vs. Local Players 
online <<<<<< OFFLINE 
before 
100 = 50 + 50 => 100 
! 
After 
90 = 70 + 20 => 70 
Economic Loss of 30
Accept Uber-style Disruption or 
Face Unemployment
Move to Make UK Global Centre for 
Sharing Economy - 2014.9 
Concept and Challenges 
Benefits and Risks 
Main Issues 
Regulatory Burdens 
Potential in the UK 
https://www.gov.uk/government/news/move-to-make-uk-global-centre-for-sharing-economy
One of Enablers of Creative Economy 
Sharing Economy 
Innovation 
Entrepreneurship 
ICT 
Job 
Economy 
! 
Wellbeing
Life Sharing Platform and Ecosystem 
To Boost Sharing Economy in Korea
SHARE KOREA 
공유경제에 대한 국가적 마스터플랜 마련 
공유경제 이해 
기존 사업에 대한 평가 
공유경제의 기회요소와 위협요소 파악 
공유경제의 주요 과제와 해결 방안: 규제, 신뢰, 인식 
창조경제와 연관성 및 시너지 창출 방안 제시 
공유경제 활성화 방안 제시 
공유경제 국내외 전문가로 구성된 협의체 구성 
2014년 12월 말까지 세부 실행방안 마련 
2015년 부터 본격적인 사업추진
Thank you!

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