{"id":16630,"date":"2015-01-26T08:55:14","date_gmt":"2015-01-26T07:55:14","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog?p=16630&preview_id=16630"},"modified":"2023-04-11T10:35:53","modified_gmt":"2023-04-11T08:35:53","slug":"iot","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2015\/01\/26\/iot\/","title":{"rendered":"Le v\u00e9ritable IOT n’est pas celui que vous croyez"},"content":{"rendered":"

L\u2019 IOT (Internet des objets)<\/a> est pour moi un \u00e9trange sujet. En tout premier lieu, c\u2019est un th\u00e8me aussi vieux que l\u2019Internet. J\u2019ai entendu parler de r\u00e9frig\u00e9rateurs connect\u00e9s d\u00e8s 1996. Apr\u00e8s avoir disparu pendant quelques ann\u00e9es[1], le sujet a ressurgi voil\u00e0 quelque temps. En m\u00eame temps, m\u00eame si l\u2019on en parle encore au futur, il faut reconna\u00eetre que nous sommes d\u00e9j\u00e0 familiers de\u00a0l’ IOT. Vous avez tr\u00e8s certainement un Smartphone, une montre connect\u00e9e, ou encore une ceinture cardio que vous sortez le dimanche lors de votre exercice physique matinal.\u00a0<\/em><\/p>\n

Le v\u00e9ritable IOT n’est pas celui que vous croyez<\/h2>\n
\"IOT\"
Doc Searls explique le diagramme de Kolsky, dessin\u00e9 au tableau<\/figcaption><\/figure>\n

NB : Cet article a \u00e9t\u00e9 \u00e9crit suite \u00e0 la conf\u00e9rence Youstice<\/a> de Prague qui r\u00e9unissait des pionniers du Web mi octobre 2014 et a \u00e9t\u00e9 traduit par nos soins en ce d\u00e9but 2015. Par transparence, il faut pr\u00e9ciser que Youstice a \u00e9t\u00e9 notre client<\/a>.\u00a0<\/em><\/span><\/p>\n

Pourtant, l\u2019 Internet des objets pourrait bien\u00a0finir par devenir quelque chose de totalement diff\u00e9rent. Apr\u00e8s tout, qui sait comment cela peut \u00e9voluer\u00a0? C\u2019\u00e9tait exactement le discours de Doc\u00a0Searls, lorsque le co-cr\u00e9ateur du Cluetrain Manifesto a d\u00e9crit sa propre vision des choses \u00e0 venir. Et vous allez le voir, ses conclusions sur ce domaine apparemment anodin et rab\u00e2ch\u00e9, ne sont pas exactement celles que l\u2019on peut lire partout.<\/p>\n

Internet des objets : \u00ab\u00a0aujourd\u2019hui, c\u2019est un peu comme les ordinateurs en 1978 !\u00a0\u00bb<\/h3>\n

Pour d\u00e9crire la situation actuelle concernant les objets connect\u00e9s, Doc Searls fait un parall\u00e8le avec le d\u00e9but de l\u2019informatique \u00e0 usage personnel\u00a0: \u00ab\u00a0C\u2019est un peu comme en 1978\u00a0, du temps des ordinateurs personnels, de nombreux standards ont \u00e9merg\u00e9, mais la plupart n\u2019a pas abouti \u00bb.<\/p>\n

\u00ab Nous avons le m\u00eame souci aujourd\u2019hui : l\u2019 IOT, c\u2019est aujourd\u2019hui le Google des objets<\/a>, l\u2019Amazon des objets, le Facebook des objets<\/a>, etc. Et dans ce domaine, c\u2019est pour l\u2019instant Amazon et Google qui s\u2019en sortent le mieux.\u00a0\u00bb<\/p>\n

Cependant, nos efforts sont vou\u00e9s \u00e0 l\u2019\u00e9chec, dans le cas o\u00f9 l\u2019on r\u00e9ussi \u00e0 connecter tout ce que l\u2019on a\u2026 si on oublie de penser au parcours du consommateur. \u00ab\u00a0Esteban Kolsky<\/a> a compl\u00e8tement invers\u00e9 le cycle d\u2019achat du consommateur [2] \u00bb continue Doc Searls.<\/p>\n

\u00ab\u00a0Nous poss\u00e9dons de nombreux objets qui ont une identit\u00e9. Le marketing voit le consommateur comme un acheteur, alors qu\u2019il est avant tout un propri\u00e9taire, le\u00a0possesseur d’un objet.\u00a0\u00bb<\/p>\n

\"IOT\"
Diagramme d’Esteban Kolsky, pris sur son blog<\/figcaption><\/figure>\n

Or, l\u2019exp\u00e9rience et la possession sont un point essentiel\u00a0: nous ne sommes pas dans l\u2019acte d\u2019achat, et l\u2018exp\u00e9rience se gagne sur la dur\u00e9e, dans l\u2019utilisation d’un produit ou l\u2019adoption d’une technologie. Le fait m\u00eame que l\u2019on aime un produit ou non \u00e9volue avec le temps.<\/p>\n

\"IOT\"<\/p>\n

Afin d\u2019illustrer son propos, Doc prend pour exemple le travail de Paul Windley [3], qui pense que l\u2019on devrait imaginer l\u2019 Internet des objets d\u2019une mani\u00e8re diff\u00e9rente. \u00ab Supposons que quand vous achetez une voiture, vous disposez d\u2019un Cloud, un espace virtuel o\u00f9 vous avez tout l\u2019historique de vos services. Ce que nous avons l\u00e0 est un espace o\u00f9 vous pouvez apporter et vous servir de tout ce dont vous avez besoin. \u00bb<\/p>\n

Dans cet univers des objets connect\u00e9s, toutes ces donn\u00e9es constituent un point de contact entre le client et l\u2019entreprise. C\u2019est une \u00ab\u00a0technologie \u00e0 la premi\u00e8re personne\u201d (\u00ab\u00a0first person technology\u00a0\u00bb) ajoute Searls. Le client contr\u00f4le seul son Cloud, sa cam\u00e9ra etc. \u00ab\u00a0La question n\u2019est pas de savoir comment les personnes voient l\u2019 Internet des objets, mais comment je peux faire pour inverser les r\u00f4les\u00bb.<\/p>\n

Internet des objets : \u201cFord veut vous espionner, pas VW\u201d<\/h3>\n

Ethan Katsh<\/a>, l\u2019inventeur de la discipline de la r\u00e9solution des litiges en ligne s\u2019interroge \u00e9galement\u00a0: \u00ab\u00a0Qui poss\u00e8de le Cloud\u00a0? Qui poss\u00e8de les donn\u00e9es de ce Cloud de l’ Internet des objets ?\u00a0\u00bb.<\/p>\n

Pour Doc Searls, \u00ab\u00a0dans l\u2019industrie automobile, les choses sont en mouvement\u00a0\u00bb, et les constructeurs sont loin de partager le m\u00eame avis. Par exemple, Ford \u00ab\u00a0veut espionner, veut placer de la publicit\u00e9 sur le tableau de bord.<\/p>\n

\u00c0 l\u2019oppos\u00e9, Volkswagen<\/a> pr\u00e9tend qu\u2019ils ne souhaitent pas construire une immense \u00ab\u00a0m\u00e9duse\u00a0\u00bb de donn\u00e9es\u00a0: pour le constructeur allemand, l\u2019erreur que l\u2019industrie de l\u2019IT est en train de commettre doit \u00eatre \u00e9vit\u00e9e.\u00a0\u00bb, poursuit Doc.<\/p>\n

Si nous, les consommateurs, prenons le contr\u00f4le sur notre cycle d\u2019achat, cela peut \u00eatre b\u00e9n\u00e9fique pour notre industrie<\/p><\/blockquote>\n

Et nous ne sommes limit\u00e9s que par notre propre imagination. \u00ab Les distributeurs comme Tesco ont acc\u00e8s \u00e0 une quantit\u00e9 illimit\u00e9e d\u2019informations, uniquement avec les cartes de fid\u00e9lit\u00e9 des clients. Cela ouvre des perspectives sans bornes pour ces entreprises. \u00bb.<\/p>\n

Notes de\u00a0lecture<\/em><\/h4>\n

[1] Si on fait abstraction des quelques contre exemples \u00e0 forte coloration R&D qui ne manquent pas de ressurgir de temps en temps comme par exemple : http:\/\/group.electrolux.com\/en\/a-refrigerator-that-thinks-intelligent-refrigerator-will-simplify-homes-4349\/<\/a><\/p>\n

[2]\u00a0http:\/\/blogs.law.harvard.edu\/vrm\/tag\/esteban-kolsky\/<\/a><\/p>\n

[3]\u00a0ttps:\/\/twitter.com\/windley<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

L\u2019 IOT (Internet des objets) est pour moi un \u00e9trange sujet. En tout premier lieu, c\u2019est un th\u00e8me aussi vieux que l\u2019Internet. J\u2019ai entendu parler de r\u00e9frig\u00e9rateurs connect\u00e9s d\u00e8s 1996. Apr\u00e8s avoir disparu pendant quelques ann\u00e9es[1], le sujet a ressurgi voil\u00e0 quelque temps. En m\u00eame temps, m\u00eame si l\u2019on en parle encore au futur, il …<\/p>\n","protected":false},"author":2,"featured_media":44309,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-16630","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-innovation-fr"],"yoast_head":"\nIOT : Le v\u00e9ritable Internet des objets n'est pas celui que vous croyez<\/title>\n<meta name=\"description\" content=\"L\u2019 IOT (Internet des objets) est un \u00e9trange sujet. 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