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La Révolution Mobile, Vers Le Shopping 3.0 ?

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La Révolution Mobile, Vers Le Shopping 3.0 ? Thèse professionnelle MBA Marketing et Commerce sur Internet 2010 - 2011 La révolution mobile, vers le shopping 3.0 ? Scannez ce code 2D avec votre mobile pour avoir accès à du contenu complémentaire Vincent Tessier Sous la direction de Vincent Montet Avril 2012 Remerciements Je tiens à remercier les personnes suivantes pour leur inspiration, leur soutien et leur confiance dans la réalisation de cette thèse et durant mon parcours au sein du MBA Marketing et Commerce sur Internet : Un grand merci à Vincent Montet pour sa pédagogie, sa bienveillance et son exigence. Merci à Alexandre Stopnicki pour son enthousiasme, son amour du digital communicatif et ses nombreuses incitations au blogging. Merci au corps professoral exceptionnel du MBA MCI1 et plus particulièrement à Yann Le Mort, Jonathan Vidor, Jean-Michel Billaut et Eric Briones. Merci à l’ensemble de mes camarades de la promotion part-time 2010/2011 ainsi qu’à ceux de la promotion full-time, les apéros de fin de séminaire doivent se poursuivre ! Merci à tout le réseau d’anciens MCI qui constitue désormais un formidable tissu de relations potentielles et d’entraide. Un merci tout particulier à Thierry Pires avec qui les échanges tout au long de l’année ont été un plaisir et une source de motivation continue. J’espère que la Word Press Academy aura une suite ! Un merci tout particulier à ma femme, Tatiana, qui m’a soutenu dans cet exercice d’écriture difficile. Enfin, merci aux professionnels qui ont pris le temps d’échanger lors d’interviews passionnants, notamment Bertrand Jonquois qui lançait au même moment son agence spécialisée sur le drive to shop : GOSHOP ! La liste de ces interviews se trouve en Annexe de ce document et leur retranscription complète sur le site : http//:vincenttessier.fr. 1 http://vincenttessier.fr/these-professionnelle/intervenants-et-vip-mba/ Vincent TESSIER La révolution mobile, vers le shopping 3.0 ? 2 « Quand une personne est connectée, sa vie change. Quand tout est connecté, c’est le monde qui change. Nous y sommes » Hans Vestberg « Le futur est déjà là, il n’est tout simplement pas distribué équitablement » William Gibson Vincent TESSIER La révolution mobile, vers le shopping 3.0 ? 3 Résumé L’écriture de cette thèse professionnelle sur les impacts de la révolution mobile fut un long voyage. Réalisée dans le cadre du MBA Marketing et Commerce sur Internet de l’ILV, elle a commencé par la forte intuition que le mobile était plus qu’un nouvel écran. Au-delà de l’iPhone, du marché des applications et de la masse de chiffres qui abondent dès qu’on s’intéresse un tant soit peu au mobile, il me semblait évident qu’une révolution était en marche. Au fur et à mesure de ma documentation sur ce marché, peuplé d’acteurs puissants venant de bords très différents, j’ai pu préciser mon intuition initiale. Les lignes de force en jeu sont bien plus importantes qu’un énième écran, médias ou même qu’un nouveau canal de vente. Eric Schmidt a annoncé lors de la réunion des actionnaires de Google en 2011 que les deux prochains milliards d’utilisateurs d’internet à venir viendront par le mobile. L’ordinateur personnel n’aura été qu’une parenthèse, une porte d’entrée au réseau internet pour les pays riches et occidentaux. Le reste du monde a déjà sauté ce bref épisode technologique. L’internet fixe bouleverse notre économie depuis une dizaine d’années déjà, supprimant les intermédiaires dans nombre de secteurs. Le mobile ajoute deux nouvelles dimensions à cette révolution digitale, le temps et l’espace. Les consommateurs ont désormais accès à toute l’information disponible sur la toile n’importe où et n’importe quand : ils se transforment en « connected shoppers ». Comment les marques peuvent-elles réussir leur transformation pour accompagner leurs clients ? Qu’est- ce que le mobile apporte de nouveau en termes de marketing pour les marques ? En quoi l’internet mobile fait-il un pont entre commerce traditionnel et commerce digital ? J’ai d’abord examiné en profondeur le marché du mobile, son histoire, ses acteurs, ses nouveaux entrants, les plateformes et les agences spécialisées. J’ai ensuite étudié les fondamentaux du marketing mobile : le choix de sa présence mobile, la distribution de son application, son monitoring ainsi que l’éco-système publicitaire mobile en plein essor. Enfin, je me suis intéressé aux leviers mobiles qui permettent aux marques d’accompagner leurs clients à chaque étape de leur parcours d’achat physique. Les enseignements sont à la fois stratégiques et opérationnels. D’un point de vue stratégique, une marque aujourd’hui ne peut plus justifier son absence ou sa présence molle sur le média mobile. Ne pas être présent dans un résultat de recherche mobile d’un client potentiel, c’est se mettre en danger. D’un point de vue opérationnel, plusieurs axes et cas concrets sont détaillés ici et devraient orienter le lecteur sur la bonne voie en fonction de sa problématique métier. Enfin, le shopping 3.0 prend forme avec le mobile et l’e-transformation du point de vente va rapidement devenir une priorité pour le secteur de la distribution. Cette thèse a pour objectif d’éclairer les professionnels du secteur sur la révolution mobile en cours. Par la nature complexe des questions abordées, qui concernent ce matériau vivant qu’est le digital, ce document est déjà obsolète avant même son impression. J’invite mes lecteurs à poursuivre la réflexion et la conversation sur mon blog2. 2 http://vincenttessier.fr/ Vincent TESSIER La révolution mobile, vers le shopping 3.0 ? 4 Summary The writing of this professional thesis on the mobile revolution and its impacts was a long journey. Carried out during my MBA studies, it first started by a strong intuition that mobile was not just another screen. Beyond the iPhone phenomena, the apps tornado and the incredible amount of data you meet when you start to be interested in mobile, it came to me that a revolution was happening. As I was digging this market, crowded by very different and powerful inhabitants, I finally clarified my initial feeling. The lines of force at stake are far more important than just building a new media or even distribution channel. Eric Schmidt announced in 2011 that the next two billions of internet users will come from mobile. The personal computer would have been just an interlude, a door through the Internet for western and rich countries. The rest of the world has already skipped this brief technological episode. Internet changes the face of our economy since more than a decade now, disturbing more than one industry. Mobile is adding two new dimensions to the game, time and space. Consumers have now all the information available on the web anytime, anywhere: they are turning into “connected shoppers”. How brands can possibly succeed their transformation in order to go with their clients? What does mobile bring new on the table in terms of marketing? How is mobile internet a bridge between e-commerce and traditional distribution? I first examined deeply the mobile market, its history, its parties involved, its new comers, the platforms and the specialized agencies. Then I studied the basics of mobile marketing: the choice of a mobile presence, the distribution of an application, its monitoring as well as the fast-growing mobile advertising industry. Finally, I highlighted the mobile levers, which enable the brands to help their clients during each step of their purchasing process. The lessons drawn are both strategic and operational. From the strategic point of view, a brand can’t make excuses for its absence or sluggish presence on the mobile medium. Not being present in the searching results on a potential client’s mobile is to put oneself in danger. From the operational point of view, several main lines and real cases are detailed here and should drive the reader on the right way according to his own professional issue. Eventually, mobile is shaping a new way of shopping, the shopping 3.0, and being a connected store will soon be the priority for the retail industry. The objective of this thesis is to enlighten marketers on the current mobile revolution. Considering the difficulties to deal with digital, which is a living matter, this document is out-of-date before its printing. Therefore, I invite my fellow readers to carry on with these thoughts and continue debating on my personal blog3. 3 http://vincenttessier.fr/ Vincent TESSIER La révolution mobile, vers le shopping 3.0 ? 5 Mots clés Vincent TESSIER La révolution mobile, vers le shopping 3.0 ? 6 Recommandations synthétiques Le mobile connaît une vitesse d’adoption jamais vue dans l’histoire des technologies. Il y a aujourd’hui 6 milliards de personnes équipées de téléphones mobiles, soit 87% de taux de pénétration. Les cycles d’innovation des terminaux s’accélèrent et la capacité des réseaux augmente à mesure que les usages se développent. Pour beaucoup, avoir internet dans sa poche et être en permanence connecté est devenu naturel. L’usage du mobile en points de vente est une tendance de fond irrésistible. La localisation en temps réel est devenue une réalité. Les marques commencent à peine à intégrer les bonnes pratiques pour s’adresser à leurs clients sur internet que la donne change. L’apparition du mobile rebat les cartes et donne un goût d’obsolescence aux stratégies marketing en place. Quels sont les changements majeurs qu’apporte le mobile ? Comment les marques doivent-elles réagir face à l’intrusion du digital dans le monde physique ? Le rêve de chaque directeur marketing de personnaliser son message à chacun de ses clients est désormais possible.
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