Produsers and Produsage

Frankfurt.
The next speaker at Prosumer Revisited is Patrick Linnebach, whose interest is in trust in prosumption activities. In the first place, however, it is necessary to define markets: they can be described as a group of producers closely observing each other (though not the consumers directly) - this is a form of interaction-free sociality (as competitors do not directly interact, even though they're keenly aware of each other. This is distinguished from direct interactions, for example in cooperation or in financial transactions.

Frankfurt.
From this very interesting keynote at Prosumer Revisited we move on to a presentation by Kai-Uwe Hellmann, who returns us to the bigger picture of trying to understand what this 'prosumer', what this active, productive, consumer figure actually is. He begins by considering Toffler's own work on the prosumer - he noted that the distinction between producer and consumer was a phenomenon of the industrial age, but that this distinction did not exist during preindustrial times and is disappearing again in the postindustrial age. But what does prosumer mean - getting the consumer to do the job, becoming part of the production process, producing goods and services for one's own use?

Frankfurt.
We start this second day of Prosumer Revisited with a keynote by Johann Füller (his co-author Eric von Hippel couldn't make it here, unfortunately). He asks whether consumers are able to create strong brands - and points to Wikipedia and Apache as successful examples. Such user-generated brands have as yet not been recognised in world indices of the strongest brands, though.

What's happening here is a move from company brands not simply to brand communities (communities based around existing brands, like Apple or Nike), but indeed the creation of community brands: brands which are created from scratch by interest communities. Such brands can become strong competition to conventional brands, not least because these interest communities also drive brand adoption. Apache, for example, has a 70% market share, and is able to be a leading brand in a market which also includes competitors such as Microsoft.

Frankfurt.
We finish this first of the two Prosumer Revisited conference days with another keynote, by George Ritzer. He notes that social theory has for its entire history focussed on either production or consumption - but that this is a historical error brought about by the (temporary) distinction between the two sides at the height of the industrial age.

The consumer as active worker, as active creator of value, is the much more common model, and indeed sits at the centre of a continuum from production to consumption which also sees any number of different combinations between these two elements. Additionally, of course, it is also important to note the difference between such processes in material and immaterial settings - user involvement in productive processes is much more easily possible in the non-material realm.

Frankfurt.
We move on to the next presentation at Prosumer Revisited, which is by Frank Kleemann and Christian Papsdorf, whose focus is especially on peer recognition in collaborative online content creation initiatives. Web 2.0 is based on technological innovation, but provides mainly a different approach to online collaboration; users invest a substantial amount of labour into their participation processes, but without expecting major monetary rewards from doing so. (However, some DIY auction and sales sites have also emerged, of course.)

Frankfurt.
The next presentation at Prosumer Revisited is by Dirk Dalichau, whose interest is in the motivation of participants in user-led production processes. There are a number of types of participants here - people involved in DIY production, co-creators for example in software development, or informal contributors adding value to commercial processes, for example.

Toffler's prosumers worked outside of business, Dirk suggests, and produced largely for their own use, mainly in the fields of arts and crafts; the new type of prosumer, however, operates in a more business-like context, only indirectly for their own use. These different types of prosumers have different motivations as well - participation, difference, and self-sustainability on the one hand; rational motives driven by user needs, but also the fun in the experience, on the other.

Frankfurt.
The next keynote at Prosumer Revisited is by trend researcher and journalist Holm Friebe. He begins by referencing de Certeau, and describes prosuming in the first place as the creative repurposing of existing products; from this, though, we've also moved on to the creation of new artefacts by users. There is a semantic shift in the description of prosumption, then - a shift further towards various forms of DIY production.

What's happening now is that this form of DIY production is becoming a brand in its own right - and this 'DIY brand' may be the most important brand of the 21st century. This is visible for example in 'crafting', the latest iteration of the arts and crafts movement - in effect an extension of online DIY and produsage (and importantly also of its its collaborative, community-based aspects) into the offline world. In the long tail of interests, some of this is becoming an industry in its own right as well, of course - the arts and crafts marketplace Etsy is a clear example for this, and it's even begun to operate its own (offline) training courses.

Frankfurt.
The next speakers here at Prosumer Revisited are Matthias Bode and Per Østergaard, whose interest is in consumption studies. How do consumers relate to culture, products and brands, companies, and each other - and where does the idea of the prosumer fit in here? They begin by noting the idea of integrating consumers into the production sphere in order to make production more democratic as well as to make production more profitable.

How can different conceptual approaches to the consumer be mapped? One approach is to map them across the micro-macro continuum. On the macro level, the term is used to refer to a kind of social revolution in late capitalism, but also to the potential for exploiting consumers by involving them in production processes; on the micro level, it is used more anecdotally to refer to examples and symptoms of such changes, but without enough broader conceptual support. From a marketing perspective, at the micro level there is interest in developing new revenue models and changing relationships between companies and customers, while at the macro level there is a focus on the co-creation of meaning.

Frankfurt.
I'm following on directly from this first keynote at Prosumer Revisited. I don't think the audio recording worked, but here's the presentation at least. It went pretty well, I think, though I still find it hard to present this work in German...

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Frankfurt.
The Prosumer Revisited conference begins with a keynote by Frank Piller, who presents the perspective from management research. He begins by describing the story of the ice cream king of upper Manhattan - a small old-fashioned store which sells only a small range of flavours and does not mix them. This is the old market model - where the quality of products means that producers have no need to respond to the needs and interests of consumers. But we've moved away from this, as Chris Anderson's 'long tail' model shows - while such old-fashioned marketing models focussed on extracting profits from the short head of the long tail distribution, stores like Amazon have emerged to cater to the long tail, offering a vast variety of products but selling only a relatively small quantity of each title. What Amazon has managed is to build a sustainable business model from this.