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Comment la 3G peut-elle impacter nos habitudes de consommation ? - Algerie360
Depuis l’arrivée de la technologie 3G en Algérie, nous entendons de plus en plus parler de contenu local ou contenu DZ. De quoi s’agit-il ? Pourquoi n’en parlait-on pas auparavant ? Comment une nouvelle technologie peut influer sur nos habitudes de consommation ? Ou encore mieux, comment cette technologie peut-elle créer de la valeur pour notre économie nationale ? Autant de sujets qui semblent tous aussi séduisants les uns que les autres, mais sans jamais réellement nous expliquer par quels mécanismes peuvent-ils se réaliser ! Nous allons tenter de faire plus de lumière sur ces différents sujets afin que les consommateurs que nous sommes, comprenions le pourquoi du comment.
Pour cela, nous devons comprendre les différences entre les technologies de téléphonie mobile, la 2G, la 3G et plus récemment la 4G qui commence à être lancée dans certains pays dits développés. Nous remarquons immédiatement que la différence principale, dont l’ensemble des opérateurs font la proposition de valeur par excellence, reste le passage à la data mobile avec des débits de plus en plus élevés au fur et à mesure que la technologie évolue.
Bien entendu, un débit plus élevé implique un gain de temps considérable dans l’obtention d’une réponse à une requête quelconque, mais cela implique également que de nouvelles applications plus complexes et donc plus voraces en débit peuvent être développées afin de faciliter encore plus notre vie au quotidien.
Deux évènements majeurs ont changé pour toujours notre relation au téléphone mobile. Le lancement de Facebook en 2004 (et son développement à l’échelle planétaire en un peu plus de 3 ans) et celui de l’iPhone d’Apple en 2007 ont créé un tout nouveau mode de consommation de la téléphonie mobile auquel le monde entier a systématiquement adhéré. Comment ?
Avant l’iPhone, les smartphones étaient surtout des outils de travail dédiés majoritairement à un public de professionnels initiés. Les applications étaient, pour la plupart, orientées professionnels (emails, scan de cartes de visites, accès direct aux sites boursiers,…). Ces applications étaient pré installées dans les smartphones et souvent développées par les constructeurs eux-mêmes.
Après l’iPhone, le nombre d’applications a explosé couvrant différents thèmes dont la plupart s’adressait d’abord au grand public. Le téléphone mobile est devenu une sorte de couteau suisse, sur lequel le propriétaire allait pouvoir installer le type d’applications qui l’intéresse en priorité et en toute liberté (bricolage, jeux, santé et fitness, sport, mode, livres,…).
Les choix sont infinis car les applications peuvent être développées par n’importe qui, du moment que la personne dispose des compétences nécessaires et d’une idée réalisable sous forme d’application. Cela a eu un impact immédiat sur le temps que passe chaque utilisateur sur son smartphone, faisant de cet objet une vitrine extraordinaire pour tout type d’annonceurs car se trouvant dans la poche de ce dernier au même titre que son portefeuille.
Facebook a accentué encore plus cette nouvelle relation qu’a l’usager avec son mobile. Alors que, depuis son lancement, l’intérêt certains des utilisateurs pour ce réseau social se voyait d’abord dans l’utilisation intensive qu’ils faisaient de leur PC, l’iPhone a déplacé (ou devrions-nous dire accentuer ?) cette addiction en la transférant vers le mobile. Les utilisateurs ont donc de plus en plus de raisons de basculer vers les smartphones afin de pouvoir profiter pleinement de tout le potentiel qu’offrent ces nouveaux bijoux.
C’est très bien tout ça, mais quel rapport avec le contenu local et la consommation des Algériens ? Et bien, les exemples plus haut illustrent des faits qui touchent aussi bien les Algériens que les consommateurs à travers le monde. Le premier réside dans le fait que l’utilisateur algérien n’est pas différent des autres utilisateurs à travers le monde, mais le marché dans lequel il évolue, lui, est à des années-lumière de ce qu’il devrait être à l’ère de la technologie numérique.
Le second point expliqué avec les exemples donnés plus haut est que le consommateur d’où qu’il vienne adoptera inéluctablement toute solution qui lui facilitera la vie dans son quotidien, quels que soient ses centres d’intérêts. Le simple lancement du paiement électronique en Algérie verra le nombre d’applications algériennes facilitant la vie aux consommateurs fleurir (payer ses factures, effectuer un virement bancaire, se faire livrer une pizza ou ses courses à domicile, ou encore commander son S12 ou n’importe quel autre papier à travers son PC, sa tablette ou son smartphone).
Cette nouvelle façon de consommer implique également que de nouveaux emplois doivent être créés pour qu’elle devienne possible, que ce soient les livreurs nécessaires à ce que vous puissiez recevoir votre commande quelle qu’elle soit, ou le personnel au sein des différentes enseignes qui se verront devoir répondre à un nouveau type de clientèle qui viendra augmenter leur chiffre d’affaire, ou encore les SSII qui officieront au développement de ces applications et autres solutions électroniques avec ce qu’elles impliquent.
La tendance observée partout dans le monde est à la création d’emplois et donc de valeur. Une étude dans ce sens réalisée par le cabinet DELOIT LLP, en collaboration avec le GSM Association et publié dans le « 2013 World Economic Forum », a démontré que la technologie 3G a participé à l’augmentation du PIB des pays où elle a été déployée après 5 années. Proportionnellement au nombre de Gigabits consommés par an en moyenne par utilisateur, la Russie enregistre le meilleur score avec plus de 2.2 Gbps de consommé en moyenne par an et par utilisateur, générant plus de 1.4% d’augmentation de leur PIB.
Quel score pour l’Algérie dans 5 ans ? La question reste entière.