{"id":24788,"date":"2013-11-25T11:41:00","date_gmt":"2013-11-25T11:41:00","guid":{"rendered":"http:\/\/marketingisdead.blogspirit.com\/archive\/2013\/11\/20\/les-assureurs-face-a-la-consommation-collaborative-2985146.html"},"modified":"2013-11-25T11:41:00","modified_gmt":"2013-11-25T11:41:00","slug":"les-assureurs-face-a-la-consommation-collaborative-2","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/les-assureurs-face-a-la-consommation-collaborative-2\/","title":{"rendered":"Les assureurs face \u00e0 la consommation collaborative."},"content":{"rendered":"

\"Gilles-EmmanuelLe 5 Novembre dernier, le LAB organisait une matin\u00e9e sur le th\u00e8me : Le d\u00e9veloppement de la consommation collaborative, quels impacts sur l’Assurance et Services Financiers ?<\/em><\/span><\/p>\n

Cette r\u00e9union s\u2019est achev\u00e9e par une table ronde r\u00e9unissant quelques professionnels de l\u2019assurance et de la consommation collaborative, qui reformulent ici leurs r\u00e9ponses.<\/span><\/p>\n

Aujourd\u2019hui, entretien avec Gilles-Emmanuel Bernard, Pr\u00e9sident du Comit\u00e9 Directeur du LAB.<\/span><\/p>\n

MarketingIsDead :<\/strong> Gilles-Emmanuel, cette question ne s\u2019adresse pas au dirigeant du Lab mais \u00e0 l\u2019investisseur : comment as-tu d\u00e9couvert les start-up de la consommation collaborative puisque que tu soutiens notamment sejourning.com ?<\/em><\/span><\/p>\n

Gilles-Emmanuel Bernard :<\/strong> Lorsque l\u2019on s\u2019int\u00e9resse \u00e0 l\u2019investissement dans des secteurs utilisant des modes de distribution-ou de communication- diversifi\u00e9s, on ne peut pas passer \u00e0 c\u00f4t\u00e9 de l\u2019\u00e9conomie collaborative, qui est \u00ab le \u00bb ph\u00e9nom\u00e8ne actuel. Bien s\u00fbr il ne repr\u00e9sente aujourd\u2019hui pas grand-chose au regard des volumes actuels du commerce mondial, mais il est en train de d\u00e9structurer les modes traditionnels d\u2019\u00e9change, de commerce et de relations entre prestataires et utilisateurs. En ce sens , il est aussi pour l\u2019investisseur un formidable terrain d\u2019apprentissage des \u00e9volutions de la consommation en mode peer to peer, qui impacteront n\u00e9cessairement un certain nombre de business models d\u2019activit\u00e9s plus classiques.<\/span><\/p>\n

MarketingIsDead :<\/strong> Les risques ne sont-ils pas particuli\u00e8rement \u00e9lev\u00e9s, \u00e0 investir dans ce type de secteur ?<\/em><\/span><\/p>\n

Gilles-Emmanuel Bernard :<\/strong> Les risques sont n\u00e9cessairement tr\u00e8s \u00e9lev\u00e9s \u00e0 investir dans ce secteur, car m\u00eame si le concept de base est pertinent, un grand nombre d\u2019ingr\u00e9dients est indispensable pour r\u00e9aliser une success story ;en voici quelques-uns :<\/span><\/p>\n

trouver l\u2019id\u00e9e, le service ou l\u2019offre qui corresponde r\u00e9ellement \u00e0 un besoin fondamental de Soci\u00e9t\u00e9, et ne soit pas uniquement l\u2019exploitation d\u2019un buzz fugace.<\/span><\/p>\n

pouvoir atteindre rapidement une masse critique d\u2019utilisateurs , car les marges unitaires sont en g\u00e9n\u00e9ral assez faibles, quel que soit le type de mon\u00e9tisation adopt\u00e9.<\/span><\/p>\n

mettre en place les conditions d\u2019un service irr\u00e9prochable, et suivre toutes les \u00e9volutions techniques des outils de communication favoris des utilisateurs.<\/span><\/p>\n

accompagner la com. virale (pas assez rapide \u00e0 elle seule) par d\u2019autres supports ou types de m\u00e9diatisation soigneusement choisis, pas n\u00e9cessairement via les RS ou les gros moteurs, qui deviennent de plus en plus co\u00fbteux.<\/span><\/p>\n

faire preuve d\u2019une tr\u00e8s grande mobilit\u00e9 dans les \u00e9volutions du service \u2026 voire m\u00eame du mod\u00e8le !<\/span><\/p>\n

disposer d\u2019un mod\u00e8le exportable, car le march\u00e9 fran\u00e7ais reste un petit village.<\/span><\/p>\n

Enfin, et c\u2019est l\u2019un des crit\u00e8res fondamentaux, la consistance et l\u2019engagement des cr\u00e9ateurs est d\u00e9terminante.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Le 5 Novembre dernier, le LAB organisait une matin\u00e9e sur le th\u00e8me : Le d\u00e9veloppement de la consommation collaborative, quels impacts sur l’Assurance et Services Financiers ? Cette r\u00e9union s\u2019est achev\u00e9e par une table ronde r\u00e9unissant quelques professionnels de l\u2019assurance et de la consommation collaborative, qui…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[150],"tags":[],"yoast_head":"\nLes assureurs face \u00e0 la consommation collaborative. - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/consumerinsight.eu\/marketingisdead\/les-assureurs-face-a-la-consommation-collaborative-2\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les assureurs face \u00e0 la consommation collaborative. - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Le 5 Novembre dernier, le LAB organisait une matin\u00e9e sur le th\u00e8me : Le d\u00e9veloppement de la consommation collaborative, quels impacts sur l’Assurance et Services Financiers ? 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