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As falhas da economia compartilhada

A economia compartilhada ainda é um conceito novo para o brasileiro, um povo que aos poucos vai experimentando diferentes serviços nessa área. Mas o que acontece quando essa pessoa vai utilizar as bicicletas laranjas do Bike Rio e encontra uma estação vazia, ou então quando reserva um carro da Zazcar para utilizar por 2 horas do seu dia e esse veículo está completamente sujo? Caso essa seja a primeira vez dela em serviços como estes, certamente será muito improvável que exista uma segunda tentativa.

Recentemente eu estive no Rio de Janeiro e planejei boa parte dos meus deslocamentos pensando nas bicicletas compartilhadas que já estão disponíveis por lá há bastante tempo. Inclusive, antes das olimpíadas, o número de estações e bicicletas cresceu e hoje abrange grande parte da cidade nos seus principais pontos turísticos. Para minha surpresa, o cenário era de um serviço muito aquém do esperado. Inúmeras estações estavam completamente vazias, outras abrigavam 3  ou 4 bicicletas com defeitos, e outras estavam lotadas, mas não estavam funcionando para retirar nenhuma das bicicletas. Esse problema foi tão recorrente que consegui retirar apenas 1 bicicleta durante todo o período que eu estava por lá.

Estação de compartilhamento com apenas 1 bike
Estação de compartilhamento com apenas 1 bike

Busquei, então, entender qual era a visão das pessoas quanto a esse serviço. As respostas encontradas tanto por pessoas locais, quanto na internet, era praticamente unânime: a ideia do serviço é fantástica e o preço é muito convidativo (apenas R$10,00 pelo mês todo para utilizar as bikes quantas vezes quiser por períodos de 60 minutos), entretanto é difícil encontrar bicicletas nas estações e a manutenção delas é precária. Apenas em estações super novas e em regiões mais afastadas do centro, como na Barra da Tijuca, é mais fácil de conseguir uma bicicleta quando quiser.

Bike estradaga
Reparem na roda e no guidão

Isso me fez pensar e pesquisar os principais elos fracos desses serviços dentro da economia do compartilhamento que podem afastar as pessoas de testar novas experiências. Os principais estão listados a seguir:

  • Empresas despreparadas e com precificação errada

O caso das bicicletas no Rio de Janeiro é um caso que, para mim, se deve à falta de planejamento prévia dos custos inerente a operação de um serviço de bike sharing. O valor de R$10,00 por mês é muito inferior aos valores cobrados pelo mesmo serviço ofertado em Miami ou Paris, por exemplo. E, da mesma forma que o Itaú patrocina esse tipo de serviço aqui no Brasil, lá fora outros bancos e empresas privadas também fazem o mesmo. Então parece claro que existe um erro de cálculo para operacionalizar o serviço de forma adequada. Faltam veículos para realocar as bikes de uma estação para outra, falta manutenção nas bicicletas e falta manutenção nas estações.

Bicicleta com pneu vazio
Bicicleta com pneu vazio

Veja também: Compartilhamento de bicicletas em Miami

  • Pouca demanda em locais mais afastados das cidades

Outro elo fraco que prejudica o crescimento dos serviços da economia do compartilhamento é a falta de demanda em locais específicos. A principal vantagem de serviços como estes, normalmente, é o valor bem mais baixo a ser cobrado. Contudo, se a disponibilidade for baixa, de nada adianta ser mais barato, não é verdade? Empresas devem pensar em formas de aumentar a disponibilidade do seu serviço antes de focar no crescimento da base de usuários. Aqui o problema do ovo e da galinha é mais claro: primeiro deve se ter a disponibilidade para então surgirem os clientes. Pode parecer óbvio, mas se pensarmos bem, jamais colocaríamos um carro compartilhado na rua de um bairro afastado visto que a demanda não seria suficiente… Essa é a mentalidade da maioria das empresas. Eu acredito que é função das empresas correr o risco da ociosidade inicial para colher os frutos no futuro, depois que o serviço se tornar unânime.

  • Dificuldade dos marketplaces (Airbnb, por exemplo) de ter a oferta e demanda equilibrados

Seguindo a mesma linha do item anterior, marketplaces tem a dificuldade de sobreviver até que tenham a oferta e demanda alinhados com uma operação sustentável (aqui o problema do ovo e da galinha já é mais complexo). O que aconteceu com o Airbnb e Uber, por exemplo, não é o padrão. Muitas startups param pelo caminho pois não tiveram recursos suficientes para adquirir os clientes necessários.

Veja também: Os 10 melhores livros da economia compartilhada

  • Experiência do usuário

A maioria dos serviços ofertados são de base tecnológica, seja através de um aplicativo, ou pela interface do cliente com o objeto, um carro, uma estação de compartilhamento de bicicleta. Por isso, é um grande desafio, e um ponto ainda a ser melhorado, a experiência do usuário com essas aplicações. O potencial de mercado para as empresas será muito maior se a usabilidade contemplar pessoas de faixas etárias diferentes do padrão jovem.

Mapa das estações de compartilhamento do bike Rio
Mapa das estações de compartilhamento do bike Rio – Estações em branco = zero bicicletas disponíveis. Estacões com “x” = fora do ar.
  • Clientes mal intencionados

Infelizmente eles existem. Felizmente também existem mecanismos de controle desenvolvidos para que os próprios usuários monitorem as pessoas que danificam ou prejudicam a continuidade do serviço. Reviews de pessoas que alugaram uma furadeira, avaliações do estado do carro previamente ao uso (no compartilhamento de veículos) e notificações de danos de bicicletas são alguns exemplos de formas para combater o mal uso.

Você já teve alguma experiência ruim com a economia compartilhada? Conte para nós nos comentários para que as empresas possam se planejar e melhorar suas operações.

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  2. Michela Michela

    Na verdade, a experiência foi muito agradável e pelo jeito, bem diferente dos aluguéis de bike do Rio. Aluguei bicicletas em Chicago e era um sistema muito bem organizado. Porém, tenho sim uma reclamação. A cada 30 minutos a bike devia ser devolvida em algum ponto e isso causava um certo receio de que o tempo passasse além do permitido. Poderia ser extendido então, para uma hora, se a intenção é a rotatividade.

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