Ushering in a Meshy 2011

by Lisa Gansky
12/29/10 12:09 PM
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As 2010 winds down, the time is ripe for imagining how the Mesh will grow in 2011. Many more companies will focus on share-based offerings, but I also expect the Mesh to develop in subtle ways and continue to influence the choices we make every day. Here are a few meshy trends to keep your eye on as we usher in the New Year:

Peer-to-peer ramps up. Our peers will become our customers and our purveyors. The mobile Web, location-based services, inexpensive mobile apps, and new opportunities to access cars, bikes, tools, talent, and more from our neighbors and colleagues will propel peer-to-peer services into market. I expect we’ll see many new models that will challenge the “fleet” ownership model of companies like ZipCar and Bcycle. Will they hedge their bets or adapt their offerings?

Greasing the wheels. Insurance and funding traditionally drive capital investment, but in a world based on access—not ownership—the duration, value, cost, and extent of financial services is distinctly different. RelayRides, Roomorama, and One Fine Stay are all stellar examples of how new, access-based offers entice insurance companies and banks to re-think risk, value, and deal terms. Stay tuned: 2011 is going to be a year of early winners here.

Big brands jump on the Mesh bandwagon. Brands with global audiences will get meshy in 2011. We’ve already seen Daimler, Hertz, Patagonia, Citroen, Virgin, and others enter their markets with access-based offerings. Who will jump next?

Learning to speak Mesh. We’re on the verge of creating a whole new language and set of policies designed for living and working in a world of access. Credit scores ruled the day in an economy driven by ownership, but in 2011 we’ll shift our focus toward players who attempt to define and distribute their flavor of trust proxies. Consider Honestly.com, an online resource for managing your professional reputation, or Homethinking, a company that helps prospective home buyers choose the right real estate agent. We are only at the beginning of creating functional tools like these to assess trust and risk.

Embracing waste. The Mesh is about getting more value out of what we already have. It’s about creating smart designs that encourage sharing and use materials with real longevity. Products and services from Coca-Cola, ZeroWaste New Zealand, Saintsbury, Nike, Henkel, Skansa, and Gap are bellwethers. In 2011 countries, companies, communities, and households will continue to uncover the value of waste.