Buenas estimaciones para el sector de la economía colaborativa

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CLAVES:

  • Hay tres factores clave que van a dirigir el futuro crecimiento del sector: transparencia y confianza, experiencia de cliente y valor añadido.
  • Para el año 2020, los servicios de transporte y alojamiento compartido, por sí solos, representarán una oportunidad de mercado global valorada en al menos 500 billones de dólares, lo que representa un crecimiento del 54% con respecto al año 2015.
  • Para el año 2022 los servicios de economía compartida penetrarán en el mercado de masas y las grandes plataformas se equipararán al nivel de los tradicionales competidores de cada uno de los mercados.
  • En el caso español, la economía colaborativa representa ya un 1,4% del PIB y se estima que para el año 2025 esta cifra se incremente hasta el 2,9%.

En busca de sacar partido de todo el boom que se está produciendo a nivel global con la llegada de la economía colaborativa, Mastercard ha identificado tres factores claves para aprovechar todo el potencial de los nuevos modelos comerciales emergentes: la confianza, la experiencia y la regulación. La red de tarjetas ha publicado un libro blanco basado en una investigación llevada a cabo en conjunto con The Future Agenda que explora el estado actual y las perspectivas de futuro de la economía colaborativa, identificando los factores clave que hacen posible que las personas compartan servicios de alojamiento, de transporte, de compra-venta de bienes, de servicios profesionales y de otra serie de experiencias.

[section label=”Tres factores clave para el avance del sector” anchor=”Tres factores clave para el avance del sector”]

Tres factores clave para el avance del sector

El estudio ha identificado tres asuntos interrelacionados cuyo futuro cambiante impactará en el nuevo ecosistema, incluyendo una mejora de la confianza y la transparencia, así como una mejora de la experiencia de usuario y el acceso a servicios de valor añadido vía nuevos desarrollos tecnológicos como son blockchain, internet de las cosas o la inteligencia artificial:

  • La mejora de la confianza y la transparencia: un factor indispensable para que el sector se siga expandiendo y creciendo conforme más personas se sientan cómodas y confiadas al utilizar este tipo de productos y servicios. La adaptación de los negocios a la regulación va a jugar también aquí un papel fundamental.
  • Mejora de la experiencia de cliente: para conseguirlo, las plataformas van a necesitar utilizar el feedback de usuarios, proporcionando unos servicios más cómodos, transacciones más seguras y entendiendo la importancia de que los consumidores estén en control de sus datos personales. Por otro lado, aunque se ofrezcan experiencias tecnológicas realmente avanzadas, nunca se debe perder una cierta sensación de contacto humano.
  • Acceso a un mayor valor añadido: según vayan surgiendo nuevas formas de interactuar con los consumidores, estos recibirán también un mayor valor añadido en los servicios y en buena medida será gracias a la tecnología que, a la vez, permitirá reducir los costes e incrementar el uso. Ejemplos muy claros de estos avances tecnológicos que van a afectar al sector de la economía colaborativa son: blockchain, internet de las cosas (IoT) o la inteligencia artificial.

[section label=”Evolución y previsiones de crecimiento” anchor=”Evolución y previsiones de crecimiento”]

Evolución y previsiones de crecimiento

Una de las principales previsiones del estudio apunta a que, para el año 2020, los servicios de transporte y alojamiento compartido, por sí solos, representarán una oportunidad de mercado valorada en al menos 500 billones de dólares.

Fuente: Mastercard
Fuente: Mastercard

Dos años más tarde, en el 2022 seguirán proliferando más plataformas de servicios compartidos, haciendo al mercado crecer y segmentarse a partir de más innovaciones. Para entonces ya habrán surgido ciertos líderes que dominarán y consolidarán el mercado, a la vez que ampliarán la oferta de servicios, haciendo que los incumbentes de las respectivas industrias tengan que responder mediante la creación de alianzas y nuevas joint ventures. Como resultado, los servicios de economía compartida penetrarán en el mercado de masas y las grandes plataformas se equipararán al nivel de los tradicionales competidores de cada uno de los mercados. Esto ocurrirá incluso en nuevos sectores en los que la economía colaborativa todavía no está muy extendida, como son los seguros, las utilities, los servicios sanitarios o los servicios de asistencia y cuidados.

En cuanto a la evolución reciente, la siguiente gráfica nos muestra el enorme crecimiento experimentado por las plataformas de economía compartida a nivel global durante el periodo 2013-15:

Fuente: Mastercard
Fuente: Mastercard

Con respecto a los sectores para los que el estudio vaticina un mayor crecimiento a futuro (% de incremento de ingresos en el periodo entre 2013 y 2025, estarían los siguientes:

  • Crowdfunding/Préstamos: 63%
  • Contratación online: 37%
  • Alojamientos P2P: 31%
  • Transporte compartido (car sharing): 23%
  • Streaming de música y video: 17%
Fuente: Mastercard
Fuente: Mastercard

Mastercard fomenta la innovación en el área de pagos

La publicación de este libro blanco es uno de los varios anuncios que la red de tarjetas ha hecho durante la celebración de la conferencia Money 20/20 en Copenhague, aparte de la promoción de la últimas startups que han entrado en su iniciativa Start Path que tiene la finalidad de apoyar a startups fintech y compañías tecnológicas que están trabajando en el rediseño futuro del comercio.

Varias de las startups seleccionadas para esta iniciativa están recabando información sobre los patrones de comportamiento en tiendas y los hábitos de consumo, con la finalidad de crear experiencias personalizadas. Otros, se están centrando en ayudar a los comercios a aceptar pagos a través de servicios de mensajería SMS y plataformas de pagos de factores para grandes copras que tradicionalmente no podían efectuarse utilizando una tarjeta.

Veamos, a continuación, cuáles son esas empresas que han entrado a participar en la iniciativa Start Path:

CardUp: una startup encargada de gestionar pagos mensuales con tarjetas de crédito para grandes compras o pagos, como por ejemplo un alquiler o un seguro, a la vez que se puede acceder a crédito y obtener ciertos descuentos y ofertas adicionales.

Ftcash: quienes se dedican a facilitar créditos de negocio a micro-comercios y emprendedores, así como habilitar servicios de pago mediante apps móviles y sistemas de mensajería.

The ModoPayments: una plataforma que habilita nuevas formas de pago, incluyendo el uso de puntos de fidelización para las compras diarias en comercios.

Movvo: proporciona información sobre los patrones de compra y de búsqueda de productos en establecimientos.

ToneTag: habilita pagos contactless en cualquier dispositivo, utilizando ondas sonoras en lugar de sistemas NFC.

RecommenderX: desarrolla un sistema avanzado de analítica de datos para generar recomendaciones personalizadas para los consumidores.

Documento completo: Mastercard – The Sharing Economy: Understanding the Opportunities for Growth

Mastercard3

MASTERCARD. The Sharing Economy: Understanding the Opportunities for Growth. 26 de junio de 2017 [consultado 27-06-2017]. Disponible en: https://www.finextra.com/newsarticle/30736/mastercard-eyes-opportunities-to-profit-from-sharing-economy?utm_medium=rss&utm_source=finextrafeed

[section label=”La economía colaborativa representa ya un 1,4% del PIB español” anchor=”La economía colaborativa representa ya un 1,4% del PIB español”]

La economía colaborativa representa ya un 1,4% del PIB español

En el caso concreto del mercado español, hace unos días hemos tenido noticias de nuevas cifras que apuntan a que el sector está empezando a ocupar un lugar importante en la economía de nuestro país.

Se trata de datos presentados en un estudio prospectivo sobre economía colaborativa que la Fundación EY publicará próximamente, realizado en iniciativa conjunta con la Asociación Española de Economía Digital (Adigital), la Fundación de Estudios Financieros, el Círculo de Empresarios y Fundación Cotec.

Según los datos adelantados por Estrategia de Parthenon-EY, el plato fuerte lo sirve el PIB, con una porción de entre un 1 y un 1,4% representada por la economía colaborativa. La cifra, según estima el análisis, podría duplicarse de aquí a 2025, hasta alcanzar entre un 2 y un 2,9%.

Fuente: Fundación EY
Fuente: Fundación EY

Por sectores, el de mayor impacto económico es el de la compraventa (37%), a poca distancia del alojamiento (32%), y por delante del transporte (13%). Estos tres son, en este mismo orden, los más utilizados por los usuarios. En el cómputo global, más de la mitad de la población (un 55%) ha usado alguna vez alguna plataforma P2P. Hay que puntualizar que el estudio no considera como economía colaborativa a las plataformas en sí, sino a la actividad subyacente que estas generan entre pares, “que supone la optimización de un activo infrautilizado con un fin similar o diferente a aquel con el que se adquirió“. También hay que aclarar que no entran en este modelo, ni por tanto en el análisis, aplicaciones de transporte privado bajo demanda como Uber o Cabify, o de reparto de comida a domicilio, como Deliveroo.

En cuanto a las motivaciones de uso, los usuarios destacan “la facilidad y la accesibilidad de estas plataformas frente a los servicios tradicionales“. El análisis aclara en qué medida la actividad colaborativa surge como efecto de sustitución de estos o, por el contrario, responde a la generación de nuevos servicios y genera, por tanto un valor añadido. También aprecia un aumento general de las transacciones por el ahorro derivado del uso de las plataformas de economía colaborativa.

EL MUNDO. La economía colaborativa representa ya un 1,4% del PIB español. 23 de junio de 2017 [consultado 27-06-2017]. Disponible en: http://www.elmundo.es/economia/2017/06/23/594c1071268e3e472e8b45ef.html

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