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. . . furniture buyers picked up components in fl at pack form from a large warehouse and . . . car manufacturers didn’t sell cars, but provided mobility services? In 2008 Daimler
assembled the products themselves in their homes? What is common practice today launched car2go, an experimental business in the German city of Ulm. Car2go’s fl eet IDEATION
was unthinkable until IKEA introduced the concept in the 1960s. of vehicles allows users to pick up and drop off cars anywhere in the city, paying by-
the-minute fees for mobility services. 141
141
. . . airlines didn’t buy engines for their airplanes, but paid for every hour an engine runs?
That is how Rolls-Royce transformed itself from a money-losing British manufacturer . . . individuals could lend money to each other rather than borrowing from banks?
into a service fi rm that today is the world’s second biggest provider of large jet engines. In 2005, U.K.-based Zopa launched a peer-to-peer lending platform on the Internet. DESIGN

. . . voice calls were free worldwide? In 2003 Skype launched a service that allowed free . . . every villager in Bangladesh had access to a telephone? That is what Grameenphone
voice calling via the Internet. After fi ve years Skype had acquired 400 million registered set out to achieve under a partnership with micro-fi nance institution Grameen Bank.
users who collectively had made 100 billion free calls. At the time, Bangladesh still had the world’s lowest tele-density. Today Grameenphone
is Bangladesh’s largest taxpayer.

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