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14.07.2017

On-Demand Economy: Challenges and Opportunities for Pre-Digital Businesses

Mobile World Capital launched a new initiative called Mobile Talks Café. For its first session, the event focused on on-demand economy, one of the most talked about subjects in the field of digital transformation. The session was held in the mVentures space, located in Barcelona’s Pier 01.

Mobile Talks Café proposes a relaxed and intimate format. The Talks are built around a conversation lead by a moderator in which experts on a certain digital trend discuss about the different opportunities and challenges that surround the appearance of these new models. To close the event, attendees can enjoy a networking space.

On this occasion, the chosen title was “On-Demand Economy: Challenges and Opportunities for Pre-Digital Businesses.” The subject matter allowed attendees to discover a new model that requires companies to be more flexible, to apply changes to their logistic chains, to decentralize production, and to put new employment models into practice.

The speakers, Diana Morato, General Manager of Deliveroo, and Oriol Marimón, CEO of eCooltra, had an interesting conversation on how these models impact businesses, what opportunities and threats they entail, and which are some examples of success stories in a variety of fields.

The session counted with the presence of Juan Baselga, Marketing and Corporate Engagement Director of Mobile World Capital Barcelona, and Fernando de la Rosa, Founder of Foxize, who opened the discussion session in the role of moderator.

 

Diana Morato explained how on-demand economy requires them to focus on optimizing the relations between supply and demand, always minding the triangle formed by the restaurants, their ‘riders’ and the clients. The speaker believes “customer service with real-time responses” is one of their distinguishing features. Diana explained that their growth rate leads to a situation of constant learning; “super growth is also causing us super problems.”

In Oriol Marimón’s opinion, his company kicked off by making use of sharing economy in order to eventually reach on-demand economy. According to Oriol, “scale and critical mass are essential, as well as counting with the largest fleet in the cities in which we operate.” eCooltra believes that habit creates demand, and they bet on developing alternatives for mobility in cities. “The arrival of big players and alternatives creates habits and a culture of use that is highly beneficial for our business model.”

The moderator, Fernando de la Rosa, pointed out that “experience educates.” He also spoke about the importance of innovation that focuses on data, an argument with which the speakers readily agreed given the importance of testing, trying and changing these business models both quickly and flexibly.

The public intervened with questions and answers throughout the whole session, generating a debate that was interesting for the attendees. Thanks to the audience’s contributions, this first Mobile Talk Café closed with interesting conclusions; among them, that on-demand economy offers many opportunities and that it is prompting deep changes in customer experience, business models, value chains and labor markets.