Robin Chase: Excuse me, may I rent your car?

Translator: Joseph Geni Reviewer: Morton Bast

Prevodilac: Ivana Korom Lektor: Mile Živković

Twelve years ago, I founded Zipcar.

Pre dvanaest godina, osnovala sam Zipcar.

Zipcar buys cars and parks them

Zipcar kupuje automobile i parkira ih

throughout dense metropolitan areas

širom gusto naseljenih metropola

for people to use, by the hour and by the day,

da bi ih ljudi koristili, po satu ili po danu,

instead of owning their own cars.

umesto da imaju vlastiti auto.

Each Zipcar replaces 15 personal cars,

Svaki Zipcar zamenjuje 15 vlastitih automobila

and each driver drives about 80 percent less

i svaki vozač vozi oko 80% manje

because they're now paying the full cost,

zato što sada plaćaju punu cenu,

all at once, in real time.

odjednom, u stvarnom vremenu.

But what Zipcar really did was make sharing the norm.

Ali Zipcar je u stvari učinio da deljenje postane pravilo.

Now, a decade later, it's really time to push the envelope a little bit,

Sada, deceniju kasnije, vreme je da se granice malo pomere

and so a couple years ago I moved to Paris

i tako sam se pre nekoliko godina preselila u Pariz

with my husband and youngest child,

sa mužem i najmlađim detetom

and we launched Buzzcar a year ago.

i prošle godine smo pokrenuli Buzzcar.

Buzzcar lets people rent out their own cars

Buzzcar dopušta ljudima da iznajme svoja vozila

to their friends and neighbors.

prijateljima i komšijama.

Instead of investing in a car, we invest in a community.

Umesto investiranja u automobil, mi investiramo u zajednicu.

We bring the power of a corporation

Donosimo moć udruženja

to individuals who add their cars to the network.

pojedincima koji dodaju svoja vozila mreži.

Some people call this peer-to-peer.

Neki ljudi ovo nazivaju "ja tebi - ti meni".

This does express the humanity of what's going on,

Ovo objašnjava humanost toga što se događa

and the personal relationships,

i lične povezanosti,

but that is also like saying that it's the same thing

ali to je kao da kažete da je to isto

as a yard sale or a bake sale or babysitting.

kao dvorišna prodaja ili čuvanje dece.

That's peer-to-peer.

To je "ja tebi - ti meni".

It's like saying yard sales are the same thing as eBay,

To je kao da govorimo da su dvorišne prodaje ista stvar kao eBay

or craft fairs are the same thing as Etsy.

ili sajam rukotvorina kao sajt za prodaju rukotvorina.

But what's really happening is that we've got the power

Ono što se ustvari dešava jeste da imamo moć

of a free and open Internet,

besplatnog i otvorenog interneta,

and on top of that we're putting a platform for participation,

povrh čega postavljamo platformu za učestvovanje,

and the peers are now in partnership with the company,

a učesnici su partneri kompanije

creating shared value on shared values,

i kreiraju zajedničke vrednosti,

and each strengthening the other, and doing what the other can't do.

međusobno se osnažuju i rade ono što drugi ne bi mogao.

I call this Peers, Inc.

Ja to nazivam Udruženi učesnici (Peers, Inc.).

The incorporated side, the company,

Udružena strana, kompanija,

is doing things that it does really well.

radi stvari koje inače dobro radi.

What does it do really well? It creates economies of scale,

Šta je to? Stvara velike ekonomije,

significant and long-term resource investment,

značajne i dugotrajne investicije u resurse,

the expertise of many different kinds of people

stručnost mnogih različitih ljudi

and different kinds of minds, and for individuals,

i različitih umova, a za pojedince,

consumers, it's bringing the standards, rules and recourse

potrošače, donosi standarde, pravila i resurse

that we really want as consumers,

koje mi kao potrošači želimo,

and this is kind of bound up in a brand promise,

a to je sve povezano u brend,

and the companies are providing this on a platform for participation.

kompanije ovo obezbeđuju putem platforme za učestvovanje.

Peers are giving and doing things

Učesnici daju i rade stvari

that are incredibly expensive for companies to do.

koje su za kompanije izuzetno skupe.

What do they bring? They bring this fabulous diversity,

Šta oni donose? Izuzetnu različitost,

expensive for companies. And what does that deliver?

koja je skupa za kompanije. A šta to donosi?

It delivers localization and customization,

Lokalizaciju i prilagođavanje,

specialization, and all of this aspect about social networks

specijalizaciju i sve ono o društvenim mrežama,

and how companies are yearning and eager to get inside there?

kako su kompanije željne da uđu u to?

It's natural for me. Me and my friends, I can connect to them easily.

Za mene je to prirodno. Lako se povezujem sa prijateljima.

And it also delivers really fabulous innovation,

To takođe donosi fantastične inovacije,

and I'll talk about that later.

o tome ću govoriti kasnije.

So we have the peers that are providing the services and the product,

Dakle, imamo učesnike koji obezbeđuju usluge i proizvode

and the company that's doing the stuff that companies do.

i kompaniju koja radi ono što kompanije rade.

The two of these are delivering the best of both worlds.

Ovo dvoje donose najbolje od ta dva sveta.

Some of my favorite examples:

Neki od mojih omiljenih primera:

in transportation, Carpooling.com. Ten years old,

u transportu, Carpooling.com. Star deset godina,

three and a half million people have joined up,

tri i po miliona ljudi se pridružilo

and a million rides are shared every day.

i milion vožnji se deli svakog dana.

It's a phenomenal thing. It's the equivalent

To je fenomenalna stvar. To je ekvivalent broju od

of 2,500 TGV trains,

2.500 TGV vozova,

and just think, they didn't have to lay a track or buy a car.

ali nisu morali da postave šine ili da kupe auto.

This is all happening with excess capacity.

Ovo se realizuje sa viškom kapaciteta.

And it's not just with transportation, my love,

I to ne samo u transportu, mojoj ljubavi,

but of course in other realms. Here's Fiverr.com.

nego i u drugim poljima. Na primer Fiverr.com.

I met these founders just weeks after they had launched,

Upoznala sam osnivače samo nekoliko nedelja pre nego što su ga pokrenuli

and now, in two years, what would you do for five dollars?

i sada, nakon dve godine, šta biste uradili za pet dolara?

Seven hundred and fifty thousand gigs are now posted after two years,

Za dve godine je postavljeno 750.000 akcija,

what people would do for five dollars.

šta bi ljudi uradili za 5 dolara.

And not just easy things that anyone can do.

I ne samo lake stvari koje svako može da uradi.

This Peers, Inc. concept is in a very difficult and complex realm.

Ovaj Peers, Inc. koncept je veoma složeno polje.

TopCoder has 400,000 engineers who are delivering

TopCoder ima 400.000 inženjera koji dostavljaju

complex design and engineering services.

složene usluge dizajna i programiranja.

When I talked to their CEO, he had this great line.

Njihov direktor je imao odličnu izjavu:

He said, "We have a community that owns its own company."

"Imamo zajednicu koja poseduje sopstvenu kompaniju."

And then my all-time favorite, Etsy.

I moj omiljeni, Etsy.

Etsy is providing goods that people make themselves

Etsy pruža robu koju ljudi sami prave

and they're selling it in a marketplace.

i koju prodaju na tržištu.

It just celebrated its seventh anniversary,

Proslavio je sedmu godišnjicu

and after seven years, last year it delivered

i nakon sedam godina, prošle godine je ostvario

530 million dollars' worth of sales to all those individuals

530 miliona dolara od prodaje tim pojedincima

who have been making those objects.

koji su pravili te stvari.

I know you guys out there who are businesspeople,

Znam da vi koji ste poslovni ljudi

are thinking, "Oh my God, I want to build one of those.

mislite: "O, bože, želim da napravim nešto takvo.

I see this incredible speed and scale.

Vidim neverovatnu brzinu i veličinu.

You mean all I have to do is build a platform and all these people are going

Da li je sve što treba da uradim da napravim platformu i svi ti ljudi

to put their stuff on top and I sit back and roll it in?"

će postaviti svoje stvari, a ja mogu da se zavalim i uživam?"

Building these platforms for participation are so nontrivial to do.

Građenje ovih platformi nije tako trivijalno.

I think of the difference of Google Video versus YouTube.

Mislim na razliku između Google Video-a i YouTube-a.

Who would have thought that two young guys and a start-up

Ko bi pomislio da će 2 momka i startap

would beat out Google Video? Why?

pobediti Google Video? Zašto?

I actually have no idea why. I didn't talk to them.

Nemam pojma zašto. Nisam razgovarala s njima.

But I'm thinking, you know, they probably had

Ali mislim da je to zato što

the "share" button a little bit brighter and to the right,

je opcija "podeli" bila malo svetlija sa desne strane

and so it was easier and more convenient for the two sides

i to je bilo lakše i zgodnije obema stranama

that are always participating on these networks.

koje uvek učestvuju u ovim mrežama.

So I actually know a lot about building a peer platform now,

Sada znam mnogo o gradnji zajedničke platforme

and a Peers, Inc. company, because I've spent

i kompanije Peers, Inc. je poslednje dve godine

the last two years doing that in Paris.

to radim u Parizu.

So let me take you back how it's so incredibly different

Dozvolite mi da vam kažem kako je neverovatno drugačije

building Buzzcar than it was building Zipcar,

praviti Buzzcar od Zipcara,

because now every single thing we do has these two

jer sada svaka stvar koju radimo ima dva različita

different bodies that I have to be thinking about:

tela o kojima moramo da razmišljamo:

the owners who are going to provide the cars

vlasnike, koji obezbeđuju automobile

and the drivers who are going to rent them.

i vozače koji će ih iznajmljivati.

Every single decision, I have to think about what is right for both sides.

Prilikom svake odluke moram da mislim šta je najbolje za obe strane.

There are many, many examples and I'll give you one

Postoje mnogi primeri, a daću vam jedan

that is not my favorite example: insurance.

koji mi nije omiljen: osiguranje.

It took me a year and a half to get the insurance just right.

Bilo mi je potrebno godinu ipo dana da napravim odgovarajuće osiguranje.

Hours and hours of sitting with insurers and many companies

Sati i sati sedenja sa agentima i mnogim kompanijama

and their thoughts about risk and how this is totally innovative,

i njihove misli o riziku i kako je ovo potpuno novo,

they'd never thought of it before.

nisu nikad o tome razmišljali.

Way too much money, I just can't even go there, with lawyers,

Previše novca, da ni ne pominjem, sa advokatima,

trying to figure out how this is different, who's responsible to whom,

u pokušaju da se shvati šta je drugačije, ko je prema kome odgovoran,

and the result was that we were able to provide owners

a rezultat je bio da smo uspeli vlasnicima da obezbedimo

protection for their own driving records and their own history.

zaštitu podataka o njihovoj vožnji i ličnoj istoriji.

The cars are completely insured during the rental,

Automobili su u potpunosti osigurani tokom iznajmljivanja,

and it gives drivers what they need, and what do they need?

i to daje vozačima ono što im je potrebno, a šta je u stvari to?

They need a low deductible,

Potrebni su im niski troškovi

and 24-hour roadside assistance.

i pomoć na putu 24 sata.

So this was a trick to get these two sides.

Bilo je izazovno ovo obezbediti.

So now I want to take you to the moment of --

Sada želim da vas povedem u trenutak -

When you're an entrepreneur, and you've started a new company,

kada ste preduzetnik koji je počeo novu kompaniju,

there's the, here's all the stuff we do beforehand,

postoji sve to što radimo unapred,

and then the service launches. What happens?

a onda se usluga pokrene. Šta se dešava?

So all those months of work, they come into play.

Svi oni meseci rada postaju značajni.

Last June 1, we launched. It was an exciting moment.

Počeli smo 1. juna 2011. Bio je to uzbudljiv trenutak.

And all the owners are adding their cars. It's really exciting.

Svi vlasnici dodaju svoje automobile. Veoma je uzbudljivo.

All the drivers are becoming members. It's excellent.

Vozači se učlanjuju. Odlično!

The reservations start coming in, and here,

Rezervacije pristižu

owners who were getting text messages and emails

i vlasnici dobijaju poruke i mejlove:

that said, "Hey, Joe wants to rent your car for the weekend.

"Hej, Džo želi da unajmi tvoj auto za vikend.

You can earn 60 euros. Isn't that great? Yes or no?"

Možeš da zaradiš 60 EUR. Zar to nije super? Da ili ne?"

No reply. Like, a huge proportion of them

Nema odgovora. Kao da se veliki broj njih

couldn't be bothered after they had just started, they just signed up, to reply.

registrovao i sad ne mogu da se zamaraju odgovorima.

So I thought, "Duh, Robin, this is the difference between

Pomislila sam kako je baš to razlika

industrial production and peer production."

između industrijske i korisničke proizvodnje.

Industrial production, the whole point of industrial production

Smisao industrijske proizvodnje

is to provide a standardized, exact service model

je da obezbedi standardizovan, jednak model usluge

that is consistent every single time,

koji je stalan

and I'm really thankful that my smartphone is made

i veoma sam zahvalna na tome što je moj pametni telefon

using industrial production.

napravljen industrijskom proizvodnjom.

And Zipcar provides a very nice, consistent service

I Zipcar nudi veoma lepu, doslednu uslugu

that works fabulously.

koja savršeno funkcioniše.

But what does peer production do? Peer production

Ali šta radi korisnička proizvodnja?

is this completely different way of doing things,

Ona na potpuno drugačiji način radi stvari

and you have a big quality range, and so eBay, cleverly,

i imate velike varijacije u kvalitetu, pa su u eBay-u, pametno,

the first peer production, Peer, Inc. company, I'd say,

u prvoj korisničoj produkciji, kompaniji tipa Peer Inc,

they figured out early on, we need to have ratings

rano shvatili da su nam potrebne ocene

and commentaries and all that yucky side stuff.

i komentari i sve te gadne sporedne stvari.

We can flag that and we can put it to the side, and people

Možemo da ga označimo i stavimo po strani,

who are buyers and consumers don't have to deal with it.

a kupci i korisnici ne moraju da se time zamajavaju.

So going back, this is my look of excitement and joy,

Ovo je moj uzbuđen i radostan pogled,

because all this stuff that I'd also been hoping for

jer sve čemu sam se nadala

actually really did happen, and what's that?

se zaista i desilo, a šta je to?

That is the diversity of what's going on.

Različitost dešavanja.

You have these different fabulous owners

Postoje razni fantastični vlasnici

and their different cars, different prices,

i njihovi razni automobili, različite cene,

different locations. (Laughter)

različite lokacije. (Smeh)

They dress differently, and they look different,

Različito se oblače i izgledaju

and, really, I love these photos every time I look at them.

i volim ove fotografije svaki put kad ih gledam.

Cool guys, excited guys,

Kul momci, uzbuđeni momci,

and here is Selma, who -- I love this driver.

a evo je Selma - obožavam je.

And after a year, we have 1,000 cars

Posle godinu dana imamo 1000 automobila

that are parked across France and 6,000 people

širom Francuske i 6000 ljudi

who are members and eager to drive them.

koji su korisnici i željni da ih voze.

This would not be possible to do that in economic fashion

Ovo ne bi bilo moguće izvesti

for a traditional company.

u modelu tradicionalne kompanije.

Back to this spectrum.

Nazada na ovo.

So what's happening is, we had the yuck side,

Imali smo i odbojnu stranu,

but we actually had this real wow side.

ali i ovu stvarno super stranu.

And I can tell you two great stories.

Ispričaću vam dve sjajne priče.

A driver was telling me that they went to rent a car

Jedan vozač mi je pričao kako su krenuli da unajme auto

to go up the coast of France and the owner gave it to them,

da odu do francuske obale, a vlasnik im je dao auto i rekao:

and said, "You know what, here's where the cliffs are,

"Ovde su stene,

and here's all the beaches, and this is my best beach,

ovde su sve plaže, a ova je najbolja,

and this is where the best fish restaurant is."

a ovde je najbolji riblji restoran."

And the peers also become,

Korisnici i vlasnici

peers and owners create relationships,

stvaraju veze,

and so at the last minute people can --

i u poslednjem trenutku

a driver can say, "Hey, you know what, I really need the car,

vozač može da kaže: "Znaš, stvarno mi je potreban auto,

is it available?" And that person will say,

da li je slobodan?" A osoba će reći:

"Sure, my wife's at home. Go pick up the keys. Go do it."

"Naravno, moja žena je kod kuće. Idi pokupi ključeve."

So you can have these really nice things that can't happen,

Sjajne stvari mogu da se dese,

and it's a kind of "Wow!" and I want to say "Wow!"

sve je to super i želim da kažem

type of thing that's happening here, because individuals,

da se super stvari dešavaju,

if you're a company, what happens is you might have

jer ako ste kompanija, možete imati

10 people who are in charge of innovation,

10 ljudi zaduženih za inovacije

or 100 people who are in charge of innovation.

ili 100 takvih ljudi.

What happens in Peer, Inc. companies is that you have

U korisničkim kompanijama imate

tens and hundreds and thousands and even millions

desetine i stotine, hiljade i čak milione ljudi

of people who are creating experiments on this model,

koji eksperimentišu sa tim modelom,

and so out of all that influence and that effort,

i iz svog toga uticaja i napora

you are having this exceptional amount of innovation

dobijate veliku količinu inovacija

that is coming out.

koje se stvaraju.

So one of the reasons, if we come back to why did I

Da se vratimo na to zašto sam

call it Buzzcar? I wanted to remind all of us

kompaniju nazvala Buzzcar (automobil koji zuji)? Želela sam da nas sve podsetim

about the power of the hive,

na moć košnice

and its incredible facility to create this platform

i njenu neverovatnu osobinu da napravi platformu

that individuals want to participate and innovate on.

u kojoj pojedinci žele da učestvuju i stvaraju nešto novo.

And for me, when I think about our future,

Kada razmišljam o budućnosti,

and all of those problems that seem incredibly large,

o problemima koji deluju užasno veliko,

the scale is impossible, the urgency is there,

nemoguće veliko, hitno,

Peers, Inc. provides the speed and scale

korisničke kompanije obezbeđuju brzinu i veličinu

and the innovation and the creativity that is going to answer these problems.

i inovacije i kreativnost koji će rešiti sve probleme.

All we have to do is create a fabulous platform for participation -- nontrivial.

Mi bi samo trebalo da napravimo divnu patformu za učešće - nije mala stvar.

So I continue to think that

Nastavljam da mislim

transportation is the center of the hard universe.

da je transport centar fizičkog univerzuma.

All problems come back to transportation for me.

Za mene se svi problemi svode na transport.

But there are all these other areas that are these profound,

Ali postoje druge oblasti dubokih,

big problems that I know that we can work on,

velikih problema na kojima možemo da radimo,

and people are working on them in many different sectors,

a ljudi na njima rade iz raznih sektora,

but there's this really fabulous group of things

ali postoje sjajne stvari

with the power of this Peers, Inc. model.

koje imaju moć zajedničkog modela.

So over the last decade, we've been reveling in

Tokom poslednje decenije uživamo

the power of the Internet and how it's empowered individuals,

u moći interneta, u tome kako osnažuje pojedince,

and for me, what Peers, Inc. does

a ja mislim da Peers, Inc.

is it takes it up a notch. We're now bringing the power

to diže na još viši nivo. Sada donosimo moć

of the company and the corporation

kompanije i korporacije

and supercharging individuals.

i osnažujemo pojedince.

So for me, it's a collaboration.

Za mene, to je saradnja.

Together, we can. (Applause)

Zajedno možemo. (Aplauz)

Thank you. (Applause)

Hvala vam. (Aplauz)