{"id":14437,"date":"2014-07-01T09:00:38","date_gmt":"2014-07-01T07:00:38","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog?p=14437&preview_id=14437"},"modified":"2023-08-18T19:19:13","modified_gmt":"2023-08-18T17:19:13","slug":"sans-contact","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2014\/07\/01\/sans-contact\/","title":{"rendered":"Sans contact (NFC) : une technologie qui s’implante peu \u00e0 peu"},"content":{"rendered":"

Nous avons vu lors des articles pr\u00e9c\u00e9dents l\u2019importance du mobile et la place qu\u2019il occupe dans le parcours d\u2019achat : de la recherche (ROPO<\/a>) au magasin (mobile to store<\/a>) jusqu\u2019au paiement (interactivit\u00e9 mobile<\/a>). L\u2019universit\u00e9 NFC des territoires <\/span>qui s\u2019est d\u00e9roul\u00e9 \u00e0 Caen le 26 et 27 juin 2014 nous permet d\u2019approfondir ce dernier point, en abordant le sujet du NFC, le near field communication<\/a>, ou la communication en champ proche, qui transforme la carte et le mobile en v\u00e9ritables outils de paiement sans contact. La\u00a0<\/em>1\u00e8re table ronde \u00e9tait intitul\u00e9e \u00ab\u00a0Strat\u00e9gies sans contact : du plan national aux \u00e9cosyst\u00e8mes locaux<\/strong>\u00a0\u00bb et anim\u00e9e par Pierre M\u00e9tivier, d\u00e9l\u00e9gu\u00e9 g\u00e9n\u00e9ral, Forum SMSC. Avec la participation de Muriele Rouyer, Gemalto<\/a>, responsable du Plan industriel \u00ab sans contact \u00bb,\u00a0 Fran\u00e7ois-Xavier Godron, Orange<\/a>, Directeur du Programme Sans Contact France, Jo\u00ebl Eppe, Responsable du p\u00f4le de l’Innovation et des Technologies, SNCF<\/a>, Arnaud Lecat, Responsable marketing, Direction des Paiements, BNP Paribas<\/span>, Houssem Assadi, PDG, dejamobile<\/a>.<\/em><\/p>\n

NFC (sans contact) : Une technologie aboutie pas encore adopt\u00e9e par l’utilisateur final.<\/h2>\n

Le NFC est une technologie fran\u00e7aise, puisque le near field communication est n\u00e9 \u00e0 Caen, dans les laboratoires de NXP<\/a><\/strong>. On le retrouve dans les cartes bancaires sans contact, les porte-monnaies \u00e9lectroniques, les cartes de transport type Navigo… Cette technologie made in France doit toutefois encore \u00eatre adopt\u00e9e par les utilisateurs pour \u00eatre reconnue : le NFC a beau \u00eatre intrins\u00e8quement une technologie aboutie, avec de nombreuses possibilit\u00e9s (paiement, \u00e9change d\u2019informations, validation etc.), les diff\u00e9rents acteurs doivent l\u2019accepter pour que l\u2019usage du sans contact entre dans les habitudes du consommateur et du vendeur. Pour faire adopter cette technologie, il est n\u00e9cessaire d\u2019harmoniser les fonctionnements sans contact : selon Houssem Assadi, l\u2019utilisateur du sans contact doit retrouver le m\u00eame service, avec les m\u00eames gestes chez n\u2019importe quel commer\u00e7ant utilisant le sans contact. La politique de d\u00e9ploiement du sans contact ob\u00e9it \u00e0 trois mots : simplifier, mutualiser, massifier.<\/p>\n

\"de<\/a>
de gauche \u00e0 droite : Arnaud Lecat, Pierre M\u00e9tivier, Fran\u00e7ois-Xavier Godron, Muriele Rouyer, Jo\u00ebl Eppe, Houssem Assadi.<\/figcaption><\/figure>\n

L\u2019\u00c9tat fran\u00e7ais a r\u00e9alis\u00e9 les b\u00e9n\u00e9fices qu\u2019il pouvait tirer du paiement sans contact : en g\u00e9n\u00e9ralisant ce mode de paiement, on facilite l\u2019achat et on diminue l\u2019utilisation de la monnaie physique. L\u2019\u00e9tat intervient donc au niveau de la recherche et d\u00e9veloppement, des aides et des incitations. Si cette volont\u00e9 de faire adopter le sans contact vient de l\u2019\u00e9tat, son application se fait via les collectivit\u00e9s locales. Les collectivit\u00e9s charg\u00e9es de r\u00e9pandre l\u2019utilisation du sans contact ont un r\u00f4le d\u2019\u00e9ducation, de communication et de r\u00e9assurance<\/a> aupr\u00e8s des acteurs \u00e9conomiques. L\u2019exemple d\u2019action la plus couramment engag\u00e9e par les collectivit\u00e9s locales est la carte de transport sans contact, avec le Navigo \u00e0 Paris, La carte Twisto<\/a>\u00a0\u00e0 Caen et la Carte Pass Pass \u00e0 Lille. Les banques se sont \u00e9galement efforc\u00e9es de distribuer des cartes de paiement sans contact aupr\u00e8s de leurs clients. L\u2019utilisation de ces cartes a augment\u00e9 de fa\u00e7on exponentielle depuis 2011, d\u00e9montrant une attirance du client pour le sans contact de plus en plus marqu\u00e9e. Selon Jo\u00ebl Eppe, les banques ont d\u00e9sormais une longueur d\u2019avance sur les transports car elles ont commenc\u00e9 \u00e0 adopter l\u2019usage du mobile comme moyen de paiement.<\/p>\n

<\/p>\n

Convaincre les fabricants d’int\u00e9grer le sans contact aux terminaux<\/h2>\n

Le travail se fait donc en aval, d\u2019une part par la p\u00e9dagogie aupr\u00e8s des utilisateurs, et d\u2019autre part par le d\u00e9ploiement d\u2019infrastructures n\u00e9cessaires au fonctionnement du sans contact (bornes de paiement etc.). Mais il se fait \u00e9galement en amont aupr\u00e8s des constructeurs : le but est de standardiser les terminaux et harmoniser les syst\u00e8mes pour que tous les mobiles soient compatibles avec les bornes de paiement\/ validation. A ce sujet, Apple a longtemps \u00e9t\u00e9 r\u00e9ticent \u00e0 int\u00e9grer le NFC dans ses IPhones, misant au d\u00e9part sur la technologie BLE : le\u00a0Bluetooth Low Energy<\/a>\u00a0pr\u00e9sente l\u2019avantage d\u2019avoir une distance de connexion plus grande, environ 10 \u00e0 20 m\u00e8tres, mais n\u00e9cessite d\u2019avoir un portable allum\u00e9, ce qui n\u2019est pas le cas du NFC. Alors que certains pr\u00e9disent une guerre technologique entre le NFC et le BLE, Houssem Assadi pr\u00e9f\u00e8re voir ces deux technologies comme compl\u00e9mentaires, et que l\u2019on doit savoir combiner pour toucher le plus de clients possible. La firme californienne semble aller dans ce sens puisqu\u2019elle\u00a0aurait int\u00e9gr\u00e9 le NFC dans prochain IPhone<\/a>.<\/p>\n

Le principal obstacle du d\u00e9ploiement du sans contact est donc la diversit\u00e9 de l\u2019\u00e9cosyst\u00e8me \u00e9conomique, qui est parfois r\u00e9ticent \u00e0 adopter une nouvelle technologie. Le but de l\u2019\u00e9tat, via les collectivit\u00e9s locales est d\u2019aligner l\u2019ensemble de cet \u00e9cosyst\u00e8me en standardisant et simplifiant l\u2019utilisation du sans contact pour ensuite assurer sa promotion et sa distribution via les banques, les services publiques (transports), tout en incitant les acteurs \u00e9conomiques \u00e0 utiliser le sans contact (commerces, stationnement, cin\u00e9ma\u2026). Le mot d\u2019ordre est la simplicit\u00e9, \u00e0 la fois au niveau du paiement, mais aussi des applications qui utilisent le NFC, car c\u2019est dans la rapidit\u00e9 et la facilit\u00e9 de paiement que r\u00e9side la valeur ajout\u00e9e du sans contact.<\/p>\n","protected":false},"excerpt":{"rendered":"

Nous avons vu lors des articles pr\u00e9c\u00e9dents l\u2019importance du mobile et la place qu\u2019il occupe dans le parcours d\u2019achat : de la recherche (ROPO) au magasin (mobile to store) jusqu\u2019au paiement (interactivit\u00e9 mobile). L\u2019universit\u00e9 NFC des territoires qui s\u2019est d\u00e9roul\u00e9 \u00e0 Caen le 26 et 27 juin 2014 nous permet d\u2019approfondir ce dernier point, en …<\/p>\n","protected":false},"author":29,"featured_media":34068,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-14437","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"\nSans contact (NFC) : une technologie qui s'implante peu \u00e0 peu<\/title>\n<meta name=\"description\" content=\"Le NFC est une technologie qui permet \u00e0 deux outils \u00e9lectroniques d'interagir sans contact. 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Il est sp\u00e9cialis\u00e9 dans la production de contenus multim\u00e9dia, d'articles de fond, de vid\u00e9os et de podcasts.","sameAs":["http:\/\/visionarymarketing.com","https:\/\/x.com\/CedJBL"],"url":"https:\/\/visionarymarketing.com\/fr\/author\/cedjbl\/"}]}},"_links":{"self":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/14437","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/users\/29"}],"replies":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/comments?post=14437"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/14437\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media\/34068"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media?parent=14437"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/categories?post=14437"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/tags?post=14437"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}