{"id":18656,"date":"2019-01-13T12:26:08","date_gmt":"2019-01-13T11:26:08","guid":{"rendered":"https:\/\/leregardlibre.com\/?p=18656"},"modified":"2022-09-04T10:32:50","modified_gmt":"2022-09-04T08:32:50","slug":"big-four-chronique-dun-succes","status":"publish","type":"post","link":"https:\/\/leregardlibre.com\/de\/wirtschaft\/big-four-chronique-dun-succes\/","title":{"rendered":"Big Four: Eine Erfolgschronik"},"content":{"rendered":"<p><a href=\"https:\/\/leregardlibre.com\/de\/produkt\/der-freie-blick-n-45\/\"><em>Le Regard Libre Nr. 45<\/em><\/a><em>&nbsp;- Nicolas Jutzet<\/em><\/p>\n\n\n\n<p class=\"has-drop-cap\"><strong>Sie sind \u00fcberall, sie sind in den Nachrichten: die GAFAs. Diese Abk\u00fcrzung steht f\u00fcr Google, Amazon, Facebook und Apple. Doch abgesehen von allgemeinen Aussagen sind sie in der Regel kaum bekannt. Google ist zum Beispiel viel mehr als nur eine Suchmaschine: Es betreibt Youtube und das mobile Betriebssystem Android. Ihr Einfluss ist oftmals weitreichend. Wir m\u00f6chten Ihnen diese Akteure vorstellen, die unsere Gesellschaft pr\u00e4gen und dies auch in den kommenden Jahren tun werden.<\/strong><\/p>\n\n\n\n<!--more-->\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Amazon: <em>the big one<\/em><\/strong><\/h3>\n\n\n\n<p>Dans son best-seller <em>The four<\/em>, Scott Galloway, professeur \u00e0 la Stern School of Business de l\u2019Universit\u00e9 de New York, rappelle un chiffre qui devrait tous nous interpeller: <em>\u00ab44% des m\u00e9nages am\u00e9ricains poss\u00e8dent une arme \u00e0 feu et 52% sont abonn\u00e9s \u00e0 Amazon Prime\u00bb<\/em>, l\u2019offre premium d\u2019Amazon qui permet aux utilisateurs de profiter d\u2019offres avantageuses. Elle est largement utilis\u00e9e et rentable, les membres \u00abpremium\u00bb font des achats sup\u00e9rieurs de 140% \u00e0 ceux des clients <em>lambdas<\/em> sur le site. Le lobby citoyen d\u2019Amazon est donc plus fort que celui des armes. Et si ce n\u2019\u00e9tait que le d\u00e9but?<\/p>\n\n\n\n<p>La premi\u00e8re particularit\u00e9 de ces diff\u00e9rents acteurs est que leur fonds de commerce vient diam\u00e9tralement mettre en cause des acteurs bien en place. Les GAFA r\u00e9volutionnent des secteurs entiers, tel un bulldozer bien d\u00e9cid\u00e9 \u00e0 faire table rase du pass\u00e9. Le probl\u00e8me auquel font face leurs concurrents est le suivant: les fronti\u00e8res de cette concurrence \u00e9voluent radicalement. Dans le march\u00e9 physique, aller chercher des nouveaux clients, produire une unit\u00e9 de plus, est fatalement li\u00e9 \u00e0 un co\u00fbt marginal qui progresse avec le temps, le r\u00e9servoir de l\u2019un ou de l\u2019autre \u00e9tant par d\u00e9finition restreint.<\/p>\n\n\n\n<p>Or, dans ce nouveau monde, celui du num\u00e9rique, acqu\u00e9rir un nouveau client, respectivement vendre un nouvel abonnement Amazon Prime, n\u2019est en rien limit\u00e9 par ces co\u00fbts marginaux croissants. Au contraire, ils d\u00e9croissent et l\u2019apport marginal d\u2019un nouveau membre revient m\u00eame \u00e0 faire prendre de la valeur \u00e0 la communaut\u00e9. Au final, on marche vers une tendance g\u00e9n\u00e9ralis\u00e9e au monopole, \u00e9tant donn\u00e9 que le vainqueur empoche tout le march\u00e9 et qu\u2019il est encourag\u00e9 \u00e0 faire taire toute concurrence. Et ce, notamment gr\u00e2ce au pactole empoch\u00e9 par cette position dominante lui permettant de racheter \u00e0 tour de bras toute nouvelle pousse qui pourrait ne serait-ce que partiellement remettre en cause son h\u00e9g\u00e9monie. C\u2019est ce que th\u00e9orise Jeremy Rifkin dans son livre <em>La nouvelle soci\u00e9t\u00e9 du co\u00fbt marginal z\u00e9ro<\/em>:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>\u00abNous assistons au jour du Jugement dernier dans le commerce de d\u00e9tail. De la m\u00eame fa\u00e7on que nous avons \u00e9t\u00e9 les t\u00e9moins du d\u00e9clin de la proportion d\u2019agriculteurs dans la population, de 50% \u00e0 4% en un si\u00e8cle, nous observerons au cours des 30 prochaines ann\u00e9es une chute similaire dans la vente au d\u00e9tail.\u00bb<\/p><\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Die <em>Storytelling<\/em><\/strong><\/h3>\n\n\n\n<p>La r\u00e9ussite d\u2019une entreprise d\u00e9pend de beaucoup de facteurs, notamment du charisme ind\u00e9niable de son fondateur. Celui de Jeff Bezos est ind\u00e9niable. L\u2019homme parvient, ann\u00e9es apr\u00e8s ann\u00e9es, \u00e0 convaincre que la prochaine aventure sera encore mieux que la pr\u00e9c\u00e9dente. Le moins que l\u2019on puisse dire, c\u2019est que cette fa\u00e7on de se vendre convainc. Cet apport facilit\u00e9 de <em>cash<\/em> permet une libert\u00e9 d\u2019action sans pareil \u00e0 son entreprise.<\/p>\n\n\n\n<p>Pourtant, comme le rappelle Scott Galloway, cette r\u00e9alit\u00e9 n\u2019est nullement naturelle car <em>\u00abAmazon a conditionn\u00e9 Wall Street \u00e0 la traiter selon une norme particuli\u00e8re, c\u2019est-\u00e0-dire \u00e0 accepter que sa croissance soit plus forte, mais que ses profits soient plus bas. Soit un m\u00e9pris total des besoins \u00e0 court terme des investisseurs pour satisfaire des objectifs \u00e0 long terme.\u00bb<\/em> C\u2019est avant tout la promesse de lendemains qui chantent qui motive les investisseurs. Pourquoi tant de confiance? Car les perspectives sont au beau fixe et que la croissance du mod\u00e8le actuel ne cesse d\u2019\u00eatre au rendez-vous.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Whole Foods Market, le cloud, Echo, pistes d\u2019avenir<\/strong><\/h3>\n\n\n\n<p>Alors que le grand public voit encore Amazon comme un d\u00e9taillant en ligne, l\u2019entreprise est doucement mais s\u00fbrement devenue un acteur de pointe dans de nombreux autres domaines. Le plus int\u00e9ressant est son service de cloud <em>Amazon Web Services<\/em>, proposant aux entreprises et aux particuliers de stocker leurs donn\u00e9es en ligne \u00e0 moindre frais. Autre service prometteur, Amazon Echo, son assistant personnel intelligent, offrant une interaction avec une voix qui r\u00e9pond au nom d\u2019Alexa. Ce service permet d\u2019activer des objets intelligents, de d\u00e9marrer la lecture d\u2019une <em>playlist<\/em> ou encore de passer une commande sur Amazon. Avec ces deux projets, Amazon s\u2019installe dans votre salon et poss\u00e8de des donn\u00e9es en masse qui lui permettront demain d\u2019\u00eatre parfaitement \u00e0 m\u00eame de r\u00e9pondre pr\u00e9cis\u00e9ment \u00e0 vos besoins, voire de les pr\u00e9dire.<\/p>\n\n\n\n<p>De plus, loin de se limiter \u00e0 sa pr\u00e9sence en ligne, Amazon \u00e9tend son influence physique. Le futur est \u00e0 l\u2019 \u00abunicanal\u00bb: vente en ligne et vente physique ne feront plus qu\u2019une, se compl\u00e9tant all\u00e8grement. Dans le cas pr\u00e9cis, cette tendance se mat\u00e9rialise par l\u2019arriv\u00e9e de libraires Amazon aux Etats-Unis et le rachat des supermarch\u00e9s bio Whole Foods Market, qui doivent permettre \u00e0 Amazon de tester ses capacit\u00e9s, notamment d\u2019analyser des donn\u00e9es, dans le monde r\u00e9el. Toutes ces annonces font trembler les autres colosses en place, \u00e0 l\u2019instar de Walmart qui n\u2019est autre que le plus grand employeur priv\u00e9 des Etats-Unis.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><em>\u00ab<\/em>R\u00e9trospectivement, la plateforme de vente au d\u00e9tail d\u2019Amazon a peut-\u00eatre simplement \u00e9t\u00e9 le cheval de Troie qui a \u00e9tabli les relations et la marque, mon\u00e9tis\u00e9es par la suite par d\u2019autres activit\u00e9es.\u00bb<\/p><cite>Scott Galloway<\/cite><\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Et en Suisse?<\/strong><\/h3>\n\n\n\n<p>D\u00e9but 2018, la Poste et Amazon ont annonc\u00e9 un partenariat \u00e0 venir. Cette nouvelle ent\u00e9rine l\u2019arriv\u00e9e d\u00e9finitive du g\u00e9ant dans notre contr\u00e9e. Auparavant, les consommateurs suisses \u00e9taient oblig\u00e9s de passer par la plateforme fran\u00e7aise, allemande ou italienne. Sans toutefois pouvoir profiter de l\u2019entier du catalogue. Ce d\u00e9veloppement ne manque de poser des questions, notamment aux commer\u00e7ants locaux. Payot et son site internet inutilisable n\u2019ont de cesse de d\u00e9noncer cet accord, via son truculent patron Pascal Vandenberghe. La man\u0153uvre est grossi\u00e8re. Pour le consommateur, c\u2019est assur\u00e9ment une bonne nouvelle. Toutefois, depuis l\u2019annonce en question et face aux multiples r\u00e9actions politiques des uns et des autres, le site amazon.ch n\u2019est \u00e0 ce jour toujours pas en ligne.<\/p>\n\n\n\n<p>Notons par ailleurs que dans notre pays, l\u2019arriv\u00e9e de <em>discounters<\/em> comme Aldi ou Lidl n\u2019a nullement r\u00e9volutionn\u00e9 le march\u00e9. Gageons que la fid\u00e9lit\u00e9 \u00e0 la Coop et la Migros r\u00e9sistera \u00e9galement \u00e0 une \u00e9ventuelle extension dans ce domaine. Mais dans un premier temps, c\u2019est bien dans son r\u00f4le traditionnel de d\u00e9taillant en ligne qu\u2019Amazon fera concurrence aux acteurs en place. Le march\u00e9 est d\u00e9j\u00e0 fort tendu: cr\u00e9\u00e9 par Swisscom et par la Coop, la plateforme Siroop.ch, qui se voyait devenir l\u2019\u00e9quivalent d\u2019Amazon en Suisse, va fermer en fin d\u2019ann\u00e9e.<\/p>\n\n\n\n<p><em>Schreiben Sie dem Autor: <a href=\"mailto:nicolas.jutzet@leregardlibre.com\">nicolas.jutzet@leregardlibre.com<\/a><\/em><\/p>\n\n\n\n<p><br><\/p>","protected":false},"excerpt":{"rendered":"<p>Le Regard Libre N\u00b0 45&nbsp;\u2013 Nicolas&nbsp;Jutzet Ils sont partout, ils font l\u2019actualit\u00e9: ce sont les GAFA. Cette abr\u00e9viation pour Google,&#8230;<\/p>","protected":false},"author":314,"featured_media":18657,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[27371],"tags":[644340803,644340227,644340802,644340798,644340794,644340800,644340225,1140107,644340799,644340795,644340796,644340804,644340801],"class_list":["post-18656","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-economie","tag-alexa","tag-amazon","tag-amazon-echo","tag-amazon-prime","tag-big-four","tag-echo","tag-gafa","tag-multinationales","tag-storytelling","tag-the-big-one","tag-the-four","tag-unicanal","tag-whole-foods-market"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Big four: chronique d\u2019un succ\u00e8s<\/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:\/\/leregardlibre.com\/de\/wirtschaft\/big-four-chronique-dun-succes\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Big four: chronique d\u2019un succ\u00e8s\" \/>\n<meta property=\"og:description\" content=\"Le Regard Libre N\u00b0 45&nbsp;\u2013 Nicolas&nbsp;Jutzet Ils sont partout, ils font l\u2019actualit\u00e9: ce sont les GAFA. 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