Matrices

For each category, Transport, Property, Product and Service, there are characteristics that have to be fulfilled in order for the elements in the category to be shareable. In order to clarify which characteristics are imperative and which can vary within each of the four categories this section presents four matrices. In these matrices the remaining variables that can differ are presented, and examples of products and services within the category are depicted. The matrices presented in this section will provide an indication of the variety of business models possible under each category.

6.2.1 Transport matrix

In order for the items to be sharable in the transport category the characteristics product lifetime and location had to be fixed. Product lifetime is characterized by being long-term and location is categorized by being located in the neighbourhood. It only makes sense to share transportation products if the products are located nearby and do not require further

transportation in order to have access to them. The remaining variables within the category are frequency of use and price. In matrix 1 are examples of shareable products and where they belong in the transport matrix.

Matrix 1. Transport

Cars, motorcycles

Trailers, Bikes

Cars utilized for professional usage

Bikes utilized on everyday need

Less Frequent use Frequent use

ExpensiveCheap

In reference to the product characteristics listed in Table 4, it can be determined that the items that are best suited for collaborative consumption are located within the upper left square. The items located in the bottom left square can also be of interest whereas the items in the two squares on the right can be disregarded as these characteristics are most likely associated with products and services that are not shareable.

6.2.2 Property matrix

In the property category the variables products lifetime and price had to be fixed in order for the properties to be shareable. All items were deemed to be long-term and expensive. Thus the two variables considered are frequency of use and location of property. In Matrix 2 there are examples of properties that are deemed sharable and where they belong in the property matrix.

Matrix 2. Property

In reference to the product characteristics listed in Table 4, it can be determined that the items most suited for collaborative consumption are located on the left side of the matrix. The property matrix shows an exception when it comes to location of the item. It is possible to hypothesize that a summerhouse located further from your home might be both more

attractive but also used less frequently. Therefore, the items that are located in the lower left square are the most suitable for collaborative consumption.

Undeveloped land,

camping wagons Camping wagons

Boats, vacation rentals,

summerhouses Summerhouses

Less frequent use Frequent use

NeighbourhoodRemote access

Chapter 6: Collaboration Town

6.2.3 Product matrix

The product category considers all types of products, whether household products or

gardening products. The fixed variables in this category are product lifetime and location. As reasoned in Table 4, in order to be shareable most products lifetime should be long-term and located within the neighbourhood. However, there can be exceptions to this depending on the product price and frequency of use. For example, an expensive product that is used

infrequently can be located in remote access but still be suitable for collaborative

consumption, for example a snowplough. This however, is a small group of products, hence the generalization of the importance of neighbourhood access. This leaves the category with two variables being price and frequency of use. Matrix 3 presents examples of products that are shareable and where they belong in the product matrix.

Matrix 3. Product

In reference to the product characteristics listed in Table 4, it is the items located in the two left squares that are most likely to be suited to collaborative consumption. In this category, frequency of use is of great importance. Products that are both cheap and used frequently will be highly unlikely to be fit for collaborative consumption.

ExpensiveCheap

Less frequent use Frequent use

Large garden tools, large tools, large electronics, sports equipment, large toys, festive props, large

household machines

Specialized sports equipment

Smaller garden tools, smaller tools, smaller electronics, smaller

sports equipment, smaller toys

Pots and pans

6.2.4 Service matrix

A general description of what characterizes a service is that it is short-term and consumed instantly (Wilson, Zeithaml, Bitner, & Gremler, 2012). This specifically contradicts what is written in section 6.1, and should therefore determine that services are not suited for

collaborative consumption. However, in this context, a shared service implies that the service is delivered continuously thereby making it long-term and consumed over a time period. The fixed characteristics for all services are therefore lifespan and that they have to be organized within the neighbourhood, regardless of whether they are necessary, convenient or luxurious.

Thus the two variables remaining are price and frequency of use. In Matrix 4 there are examples of shareable services and where they belong in the service matrix.

Matrix 4. Service

This matrix contradicts Table 4 slightly as it is the services that are frequently used that are most likely to be suited for sharing. This is due to the fact that the service has to be delivered in a continuous form that is consumed on a regular basis. The services that are most likely to be shared are located in the top right square.

ExpensiveCheap

Less frequent use

Frequent use Dog sitting,

mechanics

Cleaning, gardening,

tutoring

Carwash, transfer to recycling, shopping

Driving to school, institutions and

sports, dog walking

Chapter 6: Collaboration Town