{"id":8372,"date":"2013-05-21T07:05:06","date_gmt":"2013-05-21T05:05:06","guid":{"rendered":"https:\/\/visionary.wordpress.com\/?p=8372"},"modified":"2024-03-06T08:42:23","modified_gmt":"2024-03-06T07:42:23","slug":"retour-de-yahoo-sur-fond-de-guerre-economique-entre-geants-de-la-nouvelle-economie","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2013\/05\/21\/retour-de-yahoo-sur-fond-de-guerre-economique-entre-geants-de-la-nouvelle-economie\/","title":{"rendered":"Yahoo! en guerre \u00e9conomique entre g\u00e9ants de la nouvelle \u00e9conomie"},"content":{"rendered":"

Le week-end n\u2019a pas \u00e9t\u00e9 tr\u00e8s favorable aux vacanciers de la Pentec\u00f4te, mais comme ceux-ci s\u2019ennuyaient ferme, ils purent lire leur journal et s\u2019apercevoir que Yahoo! \u00e9tait pass\u00e9 \u00e0 l\u2019offensive en proposant de racheter <\/span><\/em>Tumblr<\/span><\/em><\/a> et en musclant, ce matin-m\u00eame, Flickr<\/a>. C\u2019est le retour du Freemium<\/a>. Accrochez-vos ceintures et comptez les milliards !<\/span><\/em><\/p>\n

C\u2019est officiel depuis ce matin<\/a>. Si, comme moi (cf. mon compte ici<\/a>), vous avez un compte Flickr<\/a>, le service de partage de photos pr\u00e9f\u00e9r\u00e9 des photographes, vous \u00eates un utilisateur heureux, et vous allez pouvoir ranger votre carte bancaire : Flickr passe au tout gratuit<\/em><\/strong>.<\/p>\n

\"Yahooo<\/span><\/p>\n

Biiiiiiiiiiiiiiiiiiiiiiiiiiiig data<\/strong><\/p>\n

Le changement est spectaculaire, car le stockage y devient quasiment illimit\u00e9 (soit environ 537,731 d\u2019une r\u00e9solution moyenne de 6.5 megapixels) : \u201cles autres mesures en gigabytes, Flickr vous en donne 1000 fois plus. Un plein terrabyte. Gratuitement\u201d tel est le message. Et moi qui venait de renouveler ma carte bancaire pour Flickr le mois dernier et pour Google Storage hier ! On peut s\u2019attendre \u00e0 des alignements de \u201cprix\u201d vers le bas.<\/p>\n

Changement de cible <\/strong><\/p>\n

Il s\u2019agit aussi et surtout d\u2019un changement de cible : alors que Flickr se sp\u00e9cialisait, en se focalisant sur les photographes et les partages plut\u00f4t haut de gamme, il se pr\u00e9munissait aussi, par un mod\u00e8le payant des partages bas de gamme (photos mobiles, filtres pr\u00e9fabriqu\u00e9s Instagram<\/a>) et les cons\u00e9quences en trafic \u00e9taient pr\u00e9visibles. On les voit nettement dans ce graphique (non certifi\u00e9) de Alexa.com<\/a>, qui indique et confirme la tendance. Elle n\u2019est pas bonne.<\/p>\n

 <\/p>\n

Yahoo! va donc recentrer son syst\u00e8me de photos vers le mobile (la m\u00e9trique est de 6.5 megapixels, un appareil haut de gamme, oscille entre 16 et 34 megapixels), et se d\u00e9tourner des amateurs de la photo qui risquent d\u2019aller chercher un service plus stable \u2026 ou se contenter de Flickr mais en cessant de le payer ; car Yahoo! vous le propose : repassez au gratuit et la seule chose que vous perdez sont \u2026 les statistiques et les publicit\u00e9s.<\/p>\n

 <\/p>\n

Retour de la nouvelle \u00e9conomie : \u201cle chiffre d\u2019affaires vaut-il 1 milliards \u20ac\u201d<\/strong><\/p>\n

C\u2019est le retour de la bonne vieille \u201cnouvelle \u00e9conomie\u201d, et des questions idoines. Quand Yahoo! propose de racheter Tumblr pour 1 milliard de $, la question fuse \u201cune entreprise d\u2019\u00e0 peine 150 personnes qui fait peu ou pas de chiffre d\u2019affaires vaut-elle aussi cher\u201d demandait en substance un journaliste de France Info ce week-end.<\/p>\n

Ce qu\u2019il manquera toujours \u00e0 Yahoo! cependant, c\u2019est un v\u00e9ritable r\u00e9seau social<\/strong> \u00e0 la Google+ ou Facebook. Doit-on s\u2019attendre \u00e0 un nouveau rachat (les restes fumants de Myspace, juste relook\u00e9 pour l\u2019occasion<\/span> ?) \u00e0 coup de milliards ? ou \u00e0 la cr\u00e9ation d\u2019un nouveau (b\u00e2illement !<\/em>) r\u00e9seau social ? En tout cas, rassurez-vous et pr\u00e9munissez-vous des analyses \u00e0 l\u2019emporte pi\u00e8ce, Yahoo! est encore tr\u00e8s tr\u00e8s riche, car il dispose encore de beaucoup de parts de Alibaba, le g\u00e9ant chinois du e-commerce, part \u00e9valu\u00e9e par Forbes \u00e0 l\u2019\u00e9quivalent de la capitalisation boursi\u00e8re de Yahoo!<\/a> elle-m\u00eame.<\/p>\n

Yahoo! peut donc encore se permettre des erreurs et des achats \u00e0 coups de milliards.<\/p>\n

La guerre \u00e9conomique des g\u00e9ants <\/strong><\/p>\n

L\u2019enjeu va bien au-del\u00e0 des int\u00e9r\u00eats et des passions de collaboration des photographes amateurs qui ont pourtant fait l succ\u00e8s de Flickr (admirez le talent de photographes comme Mike Mike Milkshakes<\/a> par exemple). Certes, les snobs de l\u2019appareil photo \u2013 dont je fais probablement partie<\/a> \u2013 iront probablement se r\u00e9fugier sur Behance, le nouveau service ouvert par Adobe (voir ci-dessous).<\/p>\n

 <\/p>\n

Behance.net, le nouveau b\u00e9b\u00e9 d\u2019Adobe, futur refuge des amateurs de photos ?<\/span><\/em><\/p>\n

Mais l\u2019enjeu pour Yahoo! est ailleurs, il est de rester dans la course, voire de recommencer \u00e0 la mener, course qui implique les 2 autres g\u00e9ants du Web : Google (avec Drive, que Google a fusionn\u00e9 avec Picasa et Google+<\/a>), Facebook<\/a> (et Instagram).<\/p>\n

 <\/p>\n

Les \u201cnouveaux\u201d tarifs de Google Drive vont sans doute \u00eatre revus \u00e0 la baisse<\/em><\/span><\/p>\n

Une fuite en avant \u2026 la Police suit de pr\u00e8s<\/strong><\/p>\n

Tout ceci donne le go\u00fbt d\u2019une fuite en avant, \u00e0 un moment o\u00f9 le Web social s\u2019essouffle, m\u00fbrit et, logiquement, la bataille se d\u00e9place sur le prix, sans cesse plus bas du stockage en ligne ; on se demande m\u00eame si on ne va pas vous donner de l\u2019argent pour stocker vos donn\u00e9es ! (peut-\u00eatre une id\u00e9e de start-up ? apr\u00e8s tout, c\u2019est l\u2019utilisateur qui cr\u00e9e le contenu, pourquoi n\u2019est-il pas r\u00e9mun\u00e9r\u00e9, et autrement que par les clopinettes habituelles<\/a>, si c\u2019est lui qui g\u00e9n\u00e8re la valeur ?)<\/p>\n

Il est encore t\u00f4t pour dire si ces gesticulations de Yahoo! seront suffisantes pour lui redonner sa position perdue de la fin des ann\u00e9es 90, mise \u00e0 mal par Google (que Yahoo! rappelons-le, a refus\u00e9 d\u2019acheter en son temps, cf. l\u2019anecdote narr\u00e9e par Scott Berkun dans son livre sur les mythes de l\u2019innovation<\/span>).<\/p>\n

L\u2019enjeu est plus que jamais sur les audiences, et l\u2019inflation \u00e0 la baisse pour les attirer n\u2019a jamais \u00e9t\u00e9 aussi incroyable. Mais tous ces sacrifices financiers m\u00e8nent aussi \u00e0 l\u2019optimisation fiscale<\/a> qui commence \u00e0 irriter s\u00e9rieusement les gouvernements, pas seulement fran\u00e7ais, comme ici au Royaume Uni<\/span>, et c\u2019est nouveau, m\u00eame aux Etats Unis (en commen\u00e7ant par Apple<\/a>).<\/p>\n

\u00e0 suivre \u2026<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Le week-end n\u2019a pas \u00e9t\u00e9 tr\u00e8s favorable aux vacanciers de la Pentec\u00f4te, mais comme ceux-ci s\u2019ennuyaient ferme, ils purent lire leur journal et s\u2019apercevoir que Yahoo! \u00e9tait pass\u00e9 \u00e0 l\u2019offensive en proposant de racheter Tumblr et en musclant, ce matin-m\u00eame, Flickr. C\u2019est le retour du Freemium. Accrochez-vos ceintures et comptez les milliards ! C\u2019est officiel …<\/p>\n","protected":false},"author":2,"featured_media":9584,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"class_list":["post-8372","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-medias-sociaux"],"yoast_head":"\nYahoo! en guerre \u00e9conomique entre g\u00e9ants de la nouvelle \u00e9conomie<\/title>\n<meta name=\"description\" content=\"Yahoo! est pass\u00e9 \u00e0 l\u2019offensive en proposant dr racheter Tumblr et en musclant, ce matin-m\u00eame, Flickr. 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