{"id":69274,"date":"2022-06-01T14:30:02","date_gmt":"2022-06-01T12:30:02","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=69274"},"modified":"2022-06-10T16:51:57","modified_gmt":"2022-06-10T14:51:57","slug":"web3","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2022\/06\/01\/web3\/","title":{"rendered":"Web3 : \u00e0 quoi ressemblera l&rsquo;Internet du futur ?"},"content":{"rendered":"<p><i>\u00c0 quoi ressemblera le futur de l&rsquo;Internet ? La r\u00e9ponse \u00e0 cette question <a href=\"https:\/\/visionarymarketing.com\/fr\/2020\/08\/avenir-internet\/\">plus complexe qu&rsquo;il y para\u00eet<\/a>, jaillira sans doute de la <\/i><a style=\"font-style: italic;\" href=\"https:\/\/www.comundi.fr\/formations\/conference-d-actualite-inspirations-marketing.html\" target=\"_blank\" rel=\"noopener\">conf\u00e9rence Inspirations Marketing 2022<\/a><i>, organis\u00e9e par Comundi et strat\u00e9gies, \u00e0 laquelle Visionary Marketing est associ\u00e9e comme <\/i><a style=\"font-style: italic;\" href=\"https:\/\/visionarymarketing.com\/fr\/2022\/05\/inspirations-marketing-2022\/\">partenaire m\u00e9dia<\/a><i>. Je me suis\u00a0entretenu avec <a style=\"font-style: italic;\" href=\"https:\/\/www.linkedin.com\/in\/noelcambessedes\" target=\"_blank\" rel=\"noopener\">No\u00ebl Cambessedes<\/a>, pr\u00e9sident fondateur de Comptoirs, qui y interviendra le 30\u00a0juin \u00e0 16\u00a0h. Le sujet de cette intervention s&rsquo;annonce passionnant\u00a0: <strong>comment imaginer des produits et d\u00e9velopper des marques r\u00e9pondant aux enjeux de demain<\/strong> ? Parmi ces enjeux, il y a le fameux Web3. Ce Web3 dont <\/i><a style=\"font-style: italic;\" href=\"https:\/\/visionarymarketing.com\/fr\/2022\/05\/disruption\/\">nous avons d\u00e9j\u00e0 d\u00e9battu<\/a><i> et sur lequel nous n&rsquo;avons pas fini de revenir dans ces colonnes. Zoom sur ce sujet avec No\u00ebl\u00a0dans ce billet et un podcast associ\u00e9.\u00a0<\/i><\/p>\n<h2>Web3 : \u00e0 quoi ressemblera l&rsquo;Internet du futur ?<\/h2>\n<figure id=\"attachment_69315\" aria-describedby=\"caption-attachment-69315\" style=\"width: 520px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-69315 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/06\/jumpstory-download20220601-091101.jpg\" alt=\"Web3\" width=\"520\" height=\"340\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/06\/jumpstory-download20220601-091101.jpg 520w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/06\/jumpstory-download20220601-091101-459x300.jpg 459w\" sizes=\"auto, (max-width: 520px) 100vw, 520px\" \/><figcaption id=\"caption-attachment-69315\" class=\"wp-caption-text\">Web3, M\u00e9tavers et philosophie : o\u00f9 va donc le Web du futur ?<\/figcaption><\/figure>\n<h3>Web3 : retour vers le futur<\/h3>\n<p>Le Web3 (ou 3.0), c&rsquo;est un peu retour vers le futur puisqu\u2019il y a \u00e0 peu pr\u00e8s dix ans, <a href=\"https:\/\/en.wikipedia.org\/wiki\/Semantic_Web\">on en parlait d\u00e9j\u00e0<\/a>.<\/p>\n<blockquote class=\"quote-light\"><p>Le Web s\u00e9mantique, parfois appel\u00e9 Web 3.0, est une extension du World Wide Web par le biais de normes [1] \u00e9tablies par le World Wide Web Consortium (W3C). L&rsquo;objectif du Web s\u00e9mantique est de rendre les donn\u00e9es Internet lisibles par machine<\/p><\/blockquote>\n<p><!--more--><\/p>\n<p>\u00c0 l&rsquo;\u00e9poque c&rsquo;\u00e9tait sens\u00e9 \u00eatre le Web s\u00e9mantique, donc un Web plus orient\u00e9 sur la compr\u00e9hension de son contenu par des machines, enfin en principe, car on n&rsquo;en a jamais vu la couleur.<\/p>\n<figure id=\"attachment_69320\" aria-describedby=\"caption-attachment-69320\" style=\"width: 620px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-69320 size-full\" style=\"font-weight: bold;\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/06\/6i75tx-3.jpg\" alt=\"Web 3\" width=\"620\" height=\"413\" \/><figcaption id=\"caption-attachment-69320\" class=\"wp-caption-text\">Web 3.0, Web 3, retour vers le futur<\/figcaption><\/figure>\n<p>La notion de r\u00e9seau s\u00e9mantique a \u00e9t\u00e9 initi\u00e9e dans les ann\u00e9es 60, et ce concept\u2022 a ressurgi un demi-si\u00e8cle plus tard, mais ce Web 3.0 n&rsquo;a jamais vraiment vu le jour, comme l&rsquo;a indiqu\u00e9 le fondateur du Web <a href=\"https:\/\/web.archive.org\/web\/20171010210556\/https:\/\/pdfs.semanticscholar.org\/566c\/1c6bd366b4c9e07fc37eb372771690d5ba31.pdf\" target=\"_blank\" rel=\"noopener\">en 2013 dans un papier sur Scientific American<\/a>. Les <a href=\"http:\/\/microformats.org\/wiki\/what-are-microformats\" target=\"_blank\" rel=\"noopener\">microformats<\/a> ont fini par jouer ce r\u00f4le.<\/p>\n<p>Le terme a disparu&#8230; puis il est revenu, quelque peu modifi\u00e9. De Web 3.0 il est devenu Web 3&#8230; Finalement, ce Web3-l\u00e0 n&rsquo;a plus rien \u00e0 voir avec le Web s\u00e9mantique, c&rsquo;est devenu compl\u00e8tement autre chose.<\/p>\n<p><!--more--><\/p>\n<p><a href=\"https:\/\/www.gartner.com\/en\/documents\/4011039\" target=\"_blank\" rel=\"noopener\">Un rapport de Gartner paru le 24\u00a0f\u00e9vrier 2022<\/a> a pr\u00e9cis\u00e9 ce qu&rsquo;il y a derri\u00e8re ce <a href=\"https:\/\/visionarymarketing.com\/fr\/2007\/11\/buzzword-web\/\">buzzword<\/a> 3.0. Voici ce qu&rsquo;en dit l&rsquo;analyste am\u00e9ricain.<\/p>\n<ul>\n<li>Web3 (aussi appel\u00e9 Web 3.0) est un terme popularis\u00e9 par Gavin Wood, cofondateur d&rsquo;Ethereum, d\u00e9crivant une vision de la prochaine it\u00e9ration du World Wide Web, envisag\u00e9e comme d\u00e9centralis\u00e9e et aliment\u00e9e par les technologies blockchain [on peut se poser la question de savoir s&rsquo;il ne s&rsquo;agit pas d&rsquo;une pr\u00e9vision de l&rsquo;avenir \u00e0 la mani\u00e8re d&rsquo;une Dinde qui pr\u00e9dirait No\u00ebl] ;<\/li>\n<li>Le Web3 permet [trait] des interactions en peer to peer sans d\u00e9pendre de plateformes ni d&rsquo;interm\u00e9diaires centralis\u00e9s [en quelque sorte, <a href=\"https:\/\/visionarymarketing.com\/fr\/2019\/11\/contract-for-the-web\/\">le r\u00eave de Tim Berners Lee<\/a>\u00a0en 2019] ;<\/li>\n<li>Le Web3 compl\u00e8te le Web 2.0 et rem\u00e9die [rait] aux cons\u00e9quences n\u00e9gatives de la centralisation du Web 2.0, mais le Web 2.0 conserve des avantages en termes d&rsquo;\u00e9chelle, de service aux clients et de protection des clients [selon Gartner].<\/li>\n<\/ul>\n<p>Gartner poursuit ainsi en pr\u00e9disant :<\/p>\n<ul>\n<li>Les entreprises continueront \u00e0 utiliser le Web 2.0 pour la plupart des applications jusqu&rsquo;en 2030. Au cours de cette p\u00e9riode, elles n&rsquo;utiliseront le Web3 que pour les applications qui b\u00e9n\u00e9ficient des nouveaux mod\u00e8les \u00e9conomiques bas\u00e9s sur la blockchain et des nouveaux r\u00e9seaux sociaux et de \u00ab\u00a0gaming\u00a0\u00bb.<\/li>\n<\/ul>\n<p>Ils ne se mouillent pas trop. Personnellement, je ne comprends pas pourquoi on n&rsquo;a pas nomm\u00e9 ce \u00ab\u00a0nouveau\u00a0\u00bb concept Web4. Tant qu&rsquo;on y \u00e9tait, on aurait pu acter la mort du Web 3.0 et passer \u00e0 l&rsquo;it\u00e9ration suivante.<\/p>\n<p>La conclusion du rapport est qu\u2019il s\u2019agit bien d\u2019une nouvelle \u00e8re de l&rsquo;Internet qui s&rsquo;ouvre, mais qu&rsquo;on ne verra pas arriver avant une dizaine d&rsquo;ann\u00e9es. D&rsquo;une part, les entreprises vont \u00eatre un peu lentes \u00e0 adopter tout cela, et d\u2019autre part les entreprises centralisatrices vont faire un peu de r\u00e9sistance.<\/p>\n<p>Voil\u00e0 pour la d\u00e9finition et le factuel, passons maintenant au r\u00e9sum\u00e9 de ma discussion avec No\u00ebl, l&rsquo;int\u00e9grale de cet \u00e9change \u00e9tant consign\u00e9 dans le podcast joint \u00e0 ce billet.<\/p>\n<h3>Le futur r\u00eav\u00e9 de l&rsquo;Internet\u00a0: le web3<\/h3>\n<h4>La r\u00e9volution blockchain (Web3) apr\u00e8s le Web2 et le Web1<\/h4>\n<p>\u00ab\u00a0C&rsquo;\u00e9tait le cha\u00eenon manquant. Plusieurs auteurs ont travaill\u00e9 l\u00e0-dessus avec les fameux quatre piliers de la civilisation, le premier \u00e9tant la technologie, puis les nouvelles r\u00e8gles sociales, une nouvelle culture, le quatri\u00e8me un nouveau r\u00e8glement politique\u00a0\u00bb explique No\u00ebl.<\/p>\n<blockquote class=\"quote-light\"><p>Le Web 3\u00a0est d\u00e9clin\u00e9 de la blockchain\u00a0: les <a href=\"https:\/\/visionarymarketing.com\/fr\/2021\/05\/cryptomonnaies\/\">cryptomonnaies<\/a>, les <a href=\"https:\/\/visionarymarketing.com\/fr\/2022\/01\/vente-d-art-nft\/\">NFT<\/a>, et par extension, le <a href=\"https:\/\/visionarymarketing.com\/fr\/2022\/03\/metaverse\/\">m\u00e9tavers<\/a><\/p><\/blockquote>\n<p>\u00ab\u00a0Aujourd\u2019hui, la blockchain est utilis\u00e9e par les grandes entreprises sur un ensemble d&rsquo;outils. De nouveaux arrivants se sont blockchainis\u00e9s. Certaines places de march\u00e9 entrent dans la danse et toutes les banques ont lanc\u00e9 des produits et utilisent la blockchain au quotidien\u00a0\u00bb poursuit le fondateur de Comptoirs.<\/p>\n<blockquote class=\"quote-light\"><p>La blockchain permet de nouveaux mod\u00e8les \u00e9conomiques, mais aussi l&rsquo;\u00e9mergence de nouveaux outils<\/p><\/blockquote>\n<figure id=\"attachment_69327\" aria-describedby=\"caption-attachment-69327\" style=\"width: 1024px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-69327 size-large\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/06\/sg-blockchain-1024x313.png\" alt=\"Web3\" width=\"1024\" height=\"313\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/06\/sg-blockchain-1024x313.png 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/06\/sg-blockchain-500x153.png 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/06\/sg-blockchain-768x235.png 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/06\/sg-blockchain.png 1254w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption id=\"caption-attachment-69327\" class=\"wp-caption-text\">La Soci\u00e9t\u00e9 G\u00e9n\u00e9rale \u00e9met un produit structur\u00e9 au format \u00ab\u00a0security token\u00a0\u00bb sur une blockchain publique. Une sortie de vapourware pour la blockchain ? <a href=\"https:\/\/nourielroubini.com\/the-big-blockchain-lie\/\" target=\"_blank\" rel=\"noopener\">Nouriel Roubini<\/a> va devoir revoir sa copie et manger son stylo.<\/figcaption><\/figure>\n<h3>Un point majeur : le Web3 n&rsquo;est pas intuitif<\/h3>\n<p>Pour le Web3 c&rsquo;est un peu plus complexe que pour les versions pr\u00e9c\u00e9dentes nous explique No\u00ebl Cambessedes :<\/p>\n<p>\u00ab\u00a0La premi\u00e8re fois qu&rsquo;on s&rsquo;est connect\u00e9 sur Internet, on a compris qu&rsquo;on allait acc\u00e9der \u00e0 des informations. La premi\u00e8re fois qu&rsquo;on a re\u00e7u un mail, on a compris qu&rsquo;on pourrait s\u2019envoyer des messages, et la premi\u00e8re fois qu&rsquo;on a cr\u00e9\u00e9 un compte sur Facebook, c&rsquo;\u00e9tait extr\u00eamement intuitif.<\/p>\n<p>Cela l&rsquo;est beaucoup moins pour le Web3 et c&rsquo;est une des raisons pour laquelle Gartner donne une dur\u00e9e de dix ans\u00a0\u00bb, souligne No\u00ebl.<\/p>\n<blockquote class=\"quote-light\"><p>Aujourd&rsquo;hui le Web3 est encore r\u00e9serv\u00e9 \u00e0 des gens qui n&rsquo;ont pas peur de la techno pour progresser<\/p><\/blockquote>\n<h3>Les enjeux strat\u00e9giques du Web 3<\/h3>\n<blockquote class=\"quote-light\"><p>Tous les secteurs ont \u00e9t\u00e9 touch\u00e9s par le digital et tous les secteurs seront touch\u00e9s par le Web3<\/p><\/blockquote>\n<p>\u00ab\u00a0C&rsquo;est maintenant qu&rsquo;il faut s&rsquo;y mettre en se disant : &lsquo;Mais globalement, quels sont les enjeux, comment \u00e7a va me toucher et qu&rsquo;est ce que je veux y faire ?'\u00a0\u00bb explique No\u00ebl.<\/p>\n<h4>Enjeu no 1 : de nouveaux business mod\u00e8les<\/h4>\n<p>Gr\u00e2ce aux smart contracts, on est capable d&rsquo;acc\u00e9l\u00e9rer le mouvement du crowdfunding.<\/p>\n<blockquote class=\"quote-light\"><p>Il y a un impact potentiel sur tous les m\u00e9tiers en B2C o\u00f9 il y a des communaut\u00e9s de consommateurs<\/p><\/blockquote>\n<p>\u00ab\u00a0Je prends l&rsquo;exemple du financement du cin\u00e9ma \u00e0 travers des NFT\u00a0\u00bb, poursuit No\u00ebl Cambessedes.<\/p>\n<p>\u00ab\u00a0On peut s&rsquo;adresser aux fans des acteurs de r\u00e9alisateurs, leur promettre gr\u00e2ce aux Smart contracts des parts sur les futures recettes du film, donc ils deviennent investisseurs.<\/p>\n<blockquote class=\"quote-light\"><p>C&rsquo;est un nouveau business mod\u00e8le, c&rsquo;est le public qui va financer les films<\/p><\/blockquote>\n<h4>Enjeu no 2 : de nouveaux outils<\/h4>\n<p>Aujourd&rsquo;hui, transf\u00e9rer de l&rsquo;argent \u00e0 l&rsquo;\u00e9tranger, par exemple, reste extr\u00eamement complexe. La blockchain propose une solution beaucoup plus rapide, beaucoup moins ch\u00e8re et bien plus imm\u00e9diate.<\/p>\n<p>La blockchain va simplifier les t\u00e2ches et faire na\u00eetre de nouveaux services.<\/p>\n<h4>Enjeu no 3 : de nouveaux financements<\/h4>\n<p>\u00ab\u00a0Avec la blockchain il est possible d&rsquo;attribuer des parts non sur l&rsquo;entreprise, mais sur l&rsquo;activit\u00e9. De ce fait, tous les sujets de transformation peuvent \u00eatre autofinanc\u00e9s\u00a0\u00bb explique No\u00ebl.<\/p>\n<blockquote class=\"quote-light\"><p>L&rsquo;application de la blockchain dans les banques\u00a0permet la s\u00e9curisation et l&rsquo;archivage et des temps de traitement am\u00e9lior\u00e9s<\/p><\/blockquote>\n<p>\u00ab\u00a0On est un peu perturb\u00e9s parce qu&rsquo;on ne retrouve pas les vieux sch\u00e9mas de fonctionnement\u00a0\u00bb, ajoute \u00e0 juste titre No\u00ebl. Mais \u00e0 terme et selon lui, c&rsquo;est \u00e0 une v\u00e9ritable r\u00e9volution que nous assistons. Esp\u00e9rons qu&rsquo;il ne s&rsquo;agisse <a href=\"https:\/\/visionarymarketing.com\/fr\/2021\/09\/decrypter-les-innovations\/\">pas d&rsquo;un emploi abusif<\/a> de ce terme comme cela est arriv\u00e9 trop souvent par le pass\u00e9.<\/p>\n<h3>De l&rsquo;innovation et de l&rsquo;humilit\u00e9<\/h3>\n<blockquote class=\"quote-light\"><p>Il faut toujours rester humble face aux innovations<\/p><\/blockquote>\n<p>\u00ab\u00a0Il faut surtout rester curieux et positif et c&rsquo;est \u00e7a le plus important\u00a0\u00bb conseille No\u00ebl Cambessedes, car \u00ab\u00a0au-del\u00e0 de tout ce qu&rsquo;on est en train d&rsquo;inventer et de vouloir faire, l&rsquo;important est d&rsquo;\u00eatre heureux. Et je pense que ces nouveaux outils peuvent nous aider \u00e0 \u00eatre plus heureux\u00a0\u00bb.<\/p>\n<p>Voil\u00e0 sans doute l&rsquo;id\u00e9e du Web3 (le nouveau, pas l&rsquo;ancien), red\u00e9couvrir un Web d\u00e9centralis\u00e9 et sorti de l&#8217;emprise de ses g\u00e9ants du num\u00e9rique, un Web plus humain, plus s\u00e9curis\u00e9 et plus inclusif. On ne pourra qu&rsquo;\u00eatre d&rsquo;accord avec cette vue, m\u00eame si Gartner a \u00e9mis des r\u00e9serves.<\/p>\n<p>Et dans ces bouillonnements technologiques, il va falloir aller de l&rsquo;avant comme l&rsquo;explique No\u00ebl dans sa conclusion :<\/p>\n<blockquote class=\"quote-light\"><p>Le sujet, c&rsquo;est de faire le premier pas. Et si vous partez dans une mauvaise direction, vous arriverez quand m\u00eame \u00e0 bon port, car vous vous serez mis en mouvement.<\/p><\/blockquote>\n<p>Voil\u00e0 une bonne conclusion. Il faut rester humble face \u00e0 l&rsquo;innovation. Innovons, innovons, il en restera forc\u00e9ment quelque chose. Nous vous donnons rendez-vous \u00e0 <a href=\"https:\/\/www.comundi.fr\/formations\/conference-d-actualite-inspirations-marketing.html\">Inspiration Marketing le 30\u00a0juin \u00e0 16\u00a0h<\/a>.<\/p>\n<p><a href=\"https:\/\/www.comundi.fr\/formations\/conference-d-actualite-inspirations-marketing.html?utm_source=CMIT&amp;utm_medium=affiliate&amp;utm_campaign=CMIT-612102-10%25-SITE&amp;utm_content=texte\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-67141 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/03\/s-inscrire-ici-bouton.png\" alt=\"\" width=\"326\" height=\"75\" \/><\/a><\/p>\n<div itemscope itemtype=\"http:\/\/schema.org\/AudioObject\"><meta itemprop=\"name\" content=\"Web3 : \u00e0 quoi ressemblera l&amp;rsquo;Internet du futur ?\" \/><meta itemprop=\"uploadDate\" content=\"2022-06-01T14:30:02+02:00\" \/><meta itemprop=\"encodingFormat\" content=\"audio\/mpeg\" \/><meta itemprop=\"duration\" content=\"PT32M54S\" \/><meta itemprop=\"description\" content=\"\u00c0 quoi ressemblera le futur de l&#039;Internet ? 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La r\u00e9ponse \u00e0 cette question plus complexe qu&rsquo;il y para\u00eet, jaillira sans doute de la conf\u00e9rence Inspirations Marketing 2022, organis\u00e9e par Comundi et strat\u00e9gies, \u00e0 laquelle Visionary Marketing est associ\u00e9e comme partenaire m\u00e9dia. Je me suis\u00a0entretenu avec No\u00ebl Cambessedes, pr\u00e9sident fondateur de Comptoirs, qui y interviendra le &hellip;<\/p>\n","protected":false},"author":2,"featured_media":69320,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[134],"tags":[],"class_list":["post-69274","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-economie"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Web3 : \u00e0 quoi ressemblera l&#039;Internet du futur ?<\/title>\n<meta name=\"description\" content=\"Web3, M\u00e9tavers, .... 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