The end of transcendence, the growing Uruguay Email List of institutions, has only grown since the 1960s. Perhaps this state of mind has moreover made possible the invention of communication technologies. the internet: the network protocol that underlies the web works without going through a central point, so do peer-to-peer technologies. And conversely, the new technology is fueling peer-to-peer relational modes. The big winners of the Internet age are the platforms that have succeeded in orchestrating “many-to-many” relationships Second trend: free contribution and collaboration have become moral values ​​that underpin our behavior The

world is becoming both more individual and more collective. People tend to assert their individuality in collaborative behavior, and free contributionis set up as a moral value. We contribute to Wikipedia, we give our opinion on sites like Trip Advisor or Allo Ciné, we post on social networks: our motivations are as much moral (feeling of giving back to the community what it has already given us) as narcissistic. In any case, it is a question of non-market behavior but which creates market value for those who know how to make good

First Fundamental Trend: The Loss Of

use of it. This era of collaboration is reflected for companies by 3 types of approaches, which are, in order of sophistication, “many-to-many” orientation and awareness by companies (see graph): communication via social networks , collaborative platforms , co-creation approaches . Having a website accessible from search engines and offering information or value-added services for the customer has long become a basic function; using the sounding board of social networks with relevant content has also become essential. The differentiating approach is now to make partners or customers actors of the offers thanks to collaboration


tools. Results of the survey of a sample of French employees Third trend: the development of an “economy of use” substitutes the notion of service for that of product New consumers increasingly tend to favor the use of a service over ownership, especially when the purchase of the property requires capital that is beyond reach. This is what we have called “the economy of use”. We are thinking of the Development of “as-a-service” offers (billing per use) in IT, but not only. Streaming supplants downloading in music consumption;

Second Trend: Free Contribution And Collaboration

alternatives to the use of personal vehicles are increasing (Autolib, Vélib, BlaBla Car, etc.); etc. Fourth trend: distribution of production is another way of saying “do-it-yourself” More and more companies are delegating part of their traditional production to their customers: DIY furniture, forms to fill out at home on the web, objects to build yourself by a 3D printer or in a FabLab, data entry of his order on a terminal at the restaurant, accounting management on the extranet of his accountant, etc. Consequently, one of the

possible axes for a breakthrough innovation is to shift the focus of the company on the value chain of the sector. Because we are entering a “distributed” and no longer “vertical” world, customers are asking to be actors and not necessarily to passively receive the expected services. This makes sense when it is accompanied by just-in-time flows, responsiveness, small series productions driven by demand rather than mass productions which generate stocks and lead times. In other words, the customer is ready to “do part of the job” if he wins too, so if the value promise has been rethought.


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