{"id":24896,"date":"2015-12-08T09:34:34","date_gmt":"2015-12-08T09:34:34","guid":{"rendered":"http:\/\/marketingisdead.blogspirit.com\/archive\/2015\/12\/08\/le-marche-des-objets-connectes-n-existera-jamais-3061894.html"},"modified":"2016-04-09T16:56:26","modified_gmt":"2016-04-09T16:56:26","slug":"le-marche-des-objets-connectes-nexistera-jamais","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/le-marche-des-objets-connectes-nexistera-jamais\/","title":{"rendered":"Le marche des objets connect\u00e9s n\u2019existera jamais"},"content":{"rendered":"

Les objets connect\u00e9s sont \u00e0 la mode, et nul doute que les startups fran\u00e7aises seront encore \u00e0 l\u2019honneur au prochain CES de Las Vegas, en janvier 2016.<\/span><\/p>\n

Les chiffres les plus fous circulent sur ce \u00ab\u00a0march\u00e9\u00a0\u00bb\u00a0que d\u2019aucuns estiment \u00e0 pr\u00e8s de 2 milliards de dollars en 2020 \u2013 m\u00eame si on ne sait pas trop ce que l\u2019on met dedans\u00a0! Et rien qu\u2019en France, ce sont 2 milliards d\u2019objets connect\u00e9s qui devraient \u00eatre vendus d\u2019ici 2020 \u2026<\/span><\/p>\n

Pourtant, \u00e0 mon humble avis, et quoi qu\u2019en pense tous les gourous du secteur, le marche des objets connect\u00e9s n\u2019existe pas encore \u2026 et n\u2019existera jamais.<\/span><\/p>\n

Il n\u2019existe pas encore parce qu\u2019un objet ou un service n\u2019existent qu\u2019au travers des usages qui en sont faits\u00a0: avant, c ne sont que des \u00ab\u00a0choses\u00a0\u00bb sont fonction \u2013 donc sans r\u00e9alit\u00e9. Or mis \u00e0 part une client\u00e8le de geeks tr\u00e8s pr\u00e9sente dans le monde du marketing et de la communication, personne ne s\u2019int\u00e9resse vraiment aux objets connect\u00e9s. Et surtout, personne n\u2019en ach\u00e8te\u00a0: le consommateur lambda n\u2019y trouve encore aucun r\u00e9el int\u00e9r\u00eat.<\/span><\/p>\n

Il n\u2019existera jamais parce que dans quelques ann\u00e9es, TOUS les objets seront connect\u00e9s\u00a0: c\u2019est juste la loi de l\u2019\u00e9volution technologique, on n\u2019imagine pas un fabricant rester en dehors du mouvement\u00a0; donc il sera aussi vain de vanter les m\u00e9rites de sa machine \u00e0 la laver connect\u00e9e que ceux de sa machine \u00e0 la laver branch\u00e9e sur le 220 volts. La r\u00e9volution de l\u2019Internet des Objets, elle ne se situe pas dans les objets, mais dans l\u2019Internet \u2013 la fait que les objets parleront aux objets comme les \u00eatres humains dialoguent entre eux.<\/span><\/p>\n

Et la marketing dans tous \u00e7a\u00a0? Il devra faire face \u00e0 deux challenges.<\/span><\/p>\n

Celui de trouver des usages aux objets nouveaux \u2013 ou plut\u00f4t \u00e0 la capacit\u00e9 qu\u2019auront des objets on ne peut plus banals \u00e0 communiquer entre eux. De vrais valeurs d\u2019usage, pas du gadget\u00a0: car jamais les consommateurs ne paieront pour des features qui ne leur servent \u00e0 rien \u2013 sauf les geeks qui pullulent dans le microcosme du marketing.<\/span><\/p>\n

Mais surtout, et c\u2019est le second challenge, de savoir traiter en temps r\u00e9el l\u2019avalanche de nouvelles donn\u00e9es qui vont leur tomber dessus\u00a0: car Internet des Objets se conjugue n\u00e9cessairement avec Big Data. Et l\u00e0, il va falloir trouver mieux que des solutions aussi simplistes que le retargeting\u00a0: car franchement, se voir proposer pendant des semaines une machine \u00e0 caf\u00e9 alors qu\u2019on vient juste d\u2019en acheter une, c\u2019est lassant.<\/span><\/p>\n

Deux challenge de poids et deux probl\u00e9matiques tout aussi lourdes \u00e9galement en vue.<\/span><\/p>\n

La premi\u00e8re d\u2019ordre juridique\u00a0: d\u00e9j\u00e0 que tous les probl\u00e8mes li\u00e9s \u00e0 l\u2019\u00e9mergence du Net (du vieux Net, pas du Web social \u2026) sont loin d\u2019\u00eatre r\u00e9solus, on va se retrouver face \u00e0 de gigantesques flous (trous\u00a0?) juridiques.<\/span><\/p>\n

La seconde d\u2019ordre \u00e9thique\u00a0: jusqu\u2019o\u00f9 les (mauvais) marketers vont-ils aller dans le sens du nom respect du consommateur\u00a0? S\u00fbr, d\u2019aucun vont r\u00e9\u00e9diter le coup des spams pour le Viagra\u00a0! Imaginez, demain vous aller acheter un pack de lait dans le centre commercial voisin \u2026 et votre montre n\u2019arr\u00eate pas de vibrer \u00e0 cause des multiples SMS que vous adressent les multiples beacons\u00a0! Et ce n\u2019est qu\u2019un tout petit exemple de ce qui peut nous attendre.<\/span><\/p>\n

Bref, le marche des objets connect\u00e9s n\u2019existera sans doute jamais \u2026 mais ses d\u00e9rives, elles, risquent de se multiplier.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Les objets connect\u00e9s sont \u00e0 la mode, et nul doute que les startups fran\u00e7aises seront encore \u00e0 l\u2019honneur au prochain CES de Las Vegas, en janvier 2016. Les chiffres les plus fous circulent sur ce \u00ab\u00a0march\u00e9\u00a0\u00bb\u00a0que d\u2019aucuns estiment \u00e0 pr\u00e8s de 2 milliards de dollars…<\/p>\n","protected":false},"author":1,"featured_media":25001,"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":[153],"tags":[],"yoast_head":"\nLe marche des objets connect\u00e9s n\u2019existera jamais - 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\/le-marche-des-objets-connectes-nexistera-jamais\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le marche des objets connect\u00e9s n\u2019existera jamais - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Les objets connect\u00e9s sont \u00e0 la mode, et nul doute que les startups fran\u00e7aises seront encore \u00e0 l\u2019honneur au prochain CES de Las Vegas, en janvier 2016. 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Cette r\u00e9union se d\u00e9roulera en deux parties\u00a0: -\u00a0\u00a0\u00a0\u00a0\u00a0 Partie \u00ab\u00a0Connaissance\u00a0\u00bb\u2026","rel":"","context":"Dans "Actualit\u00e9"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/09\/01-Taipei-282-Taipei-Artists-Village.jpg?fit=448%2C299&resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/24896"}],"collection":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/comments?post=24896"}],"version-history":[{"count":2,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/24896\/revisions"}],"predecessor-version":[{"id":25003,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/24896\/revisions\/25003"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media\/25001"}],"wp:attachment":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media?parent=24896"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/categories?post=24896"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/tags?post=24896"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}