In Berlin, they are taking the car-rental-on-demand thing to the next level. In Berlin you can use a smart phone app to find a car near you, drive it where you want to go and leave it — for an annual fee and a per minute charge. The logistics are handled by the app. (In the future, the renting companies may contribute to the logistics by moving cars around in response to expected demand, but for now it seems to be working fine as is.)
Big picture. Cities have too many cars. Too much carbon. Lots of cars with one person in them. Limited parking spaces. This is a solution. Brilliant. (Though walking and bicycling would be better.) In the article I read about this program someone was quoted saying this couldn’t have happened in the 90s. Smarties, GPS and apps make it happen today. This is beyond the dashboard stuff.
It’s how marketers need to think. How do we take inefficiency out of the marketing process. Price shopping is easy. Geo-pricing and deals are easy. Inventory is easy-ish. But how about creating preference? We haven’t really cracked the code on that one. Sure we have friend recos, likes and reviews. We also have videos to see products in action. But we haven’t killed that visceral selling thing yet –the moving of customers closer to a sale through unexpected. exciting means. I’m guessing this task will fall to artists — enabled by technologists. It will be born of Twitch Point Planning, but with a poetic, artful and multidimensional twist. I’ll share as I get closer. Hope you do too. Peace.