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Enquête sur la téléphonie mobile en Algérie,Le mobile dans tous ses états - Algerie360
La téléphonie mobile a modifié considérablement les habitudes sociales en Algérie. Aujourd’hui, il est présent au niveau de toutes les tranches d’âge, sans exception. Réservé au début des années 2000 au milieu professionnel, il est utilisé de nos jours par le cadre dans une administration et la ménagère à la maison. C’est même l’instrument « branché » par excellence chez les jeunes.
Les téléphones mobiles sont de plus en plus des objets qui circulent dans le groupe. Le propriétaire d’un mobile n’est plus le seul à le manipuler, à le visiter et à l’utiliser. Les relations des Algériens à leur téléphone mobile sont ambivalentes et changeantes. Le téléphone mobile est tour à tour personnel et éphémère, intime et visible. Si il est un objet auquel on s’attache affectivement et qui reflète l’identité de son propriétaire, il est aussi un objet éphémère dont on se détache facilement car sa vocation est à terme d’être remplacé par un nouveau modèle, voire d’être cassé, perdu ou volé pour les utilisateurs les plus jeunes. De nouvelles convenances sont en train de se stabiliser autour du téléphone mobile.
On sait qu’appeler quelqu’un sur un mobile, c’est le laisser décider s’il décroche ou non. Le téléphone mobile est de plus en plus perçu comme l’outil de la joignabilité non intrusive.
Le téléphone mobile crée un « art moyen » qui renouvelle les pratiques de la photo et du film amateur. Les images mobiles s’inscrivent dans plusieurs référentiels qui leur préexistaient : le journalisme du quotidien et de sa propre vie, les images familiales spontanées à l’opposé du bonheur figé, le sensationnalisme du fait de la nécessité de mises en scènes courtes, claires, efficaces, voire frappantes. Au plan individuel, l’utilisateur s’approprie le téléphone mobile en fonction de ses besoins, de ses attentes et des groupes sociaux dans lesquels il évolue.
Cette appropriation passe par une double métamorphose du téléphone mobile. Objet multifonction mais mono tâche, il devient tour à tour, pour son utilisateur, un réveil, une montre, une calculette, un appareil photo, un lecteur MP3, une console de jeux et…un téléphone. L’utilisateur jongle ainsi avec les fonctions du mobile et avec ses autres objets communicants qui sont complémentaires et jamais redondants. Le portable donne un avantage : la mobilité et le fait de pouvoir faire des affaires avec une totale liberté de mouvement.
Les femmes ont tendance à utiliser leur téléphone pour communiquer, alors que les hommes l’utilisent « comme un jouet interactif ». La photo mobile et la vidéo dans une moindre mesure sont pratiquées par toutes les générations, même si elle est, de loin, la plus répandue chez les 12 à 24 ans. Le SMS (Short Message System) a révolutionné les habitudes des adolescents et ce service s’est bien développé en Algérie. Son utilisation augmente lors des fêtes religieuses et de fin d’année. C’est le constat des trois opérateurs et c’est même une tendance mondiale.
Les abonnés interrogés par les trois opérateurs convergent vers une seule direction : ils sont plus à l’aise pour exprimer les sentiments par écrit que par oral (lors d’un anniversaire, d’une déclaration d’amour). D’après les opérateurs, 90 % des SMS sont des messages personnels et 10 % d’origine professionnelle (via le Blackberry par exemple).
Plus qu’un outil de communication, le cellulaire constitue un grand révélateur. La façon de le porter et le choix des sonneries livrent des indices précieux sur celui qui le possède. L’appareil nous informe sur le propriétaire : ses goûts musicaux, son sens de l’humour et sa maîtrise de la technologie. Le sans-fil n’est pas qu’un objet pratique. Il s’avère un miroir de ce que nous sommes.
Les chiffres de l’ARPT
Au début des années quatre-vingt-dix, il fallait avoir le bras long pour obtenir une puce. La rareté du produit le rendait convoité. Avec trois opérateurs opérationnels sur le marché (Djezzy, Mobilis, Nedjma), aujourd’hui, il est plutôt question de course à l’abonné, voire de la fidélisation (à travers les tombolas par exemple). Des actions qui renforcent le lien avec les clients.
Le marché est saturé. Les abonnés ont atteint les 34 millions d’utilisateurs selon l’Autorité de régulation de la poste et des télécommunications (ARPT). Les statistiques officielles estiment que Djezzy en dépit des difficultés conjoncturelles qu’il connaît récemment et d’un redressement fiscal important, compte 15 069 302 clients contre 10 690 039 chez Mobilis et 8 180 467 clients pour Nedjma.
En chiffres d’affaires, Djezzy a vu ses parts chuter de 11% au premier trimestre 2010 avec 412,5 millions d’euros enregistrés en mars dernier contre 462,537 en mars 2009. L’opérateur étoilé Nedjma a enregistré, quant à lui, une croissance sans précédent sur son chiffre d’affaires qui a avoisiné les 22% en 2009. Avec 47 milliards de dinars, l’opérateur public a également vu son chiffre d’affaires progresser de 2% en 2009.
Le marché de la téléphonie mobile reste néanmoins dynamique et hyper concurrentiel : il est largement dominé par les terminaux entrée de gamme, mais enregistre de gros bénéfices et s’oriente graduellement vers le multimédia. Les marques les plus commercialisées sont le finlandais Nokia qui maintient ses parts de marché en Algérie, le sud-coréen Samsung qui monte en puissance et Sony Ericsson qui tente de résister. Il n’est pas rare de voir chaque membre d’une même famille, y compris celles à revenus moyens, posséder son appareil.
Dans quels cas emprunte-t-on son téléphone portable ?
En règle générale, il y a trois cas recensés.
1/ Téléphone en panne, oublié ou perdu et batterie déchargée.
2/ Téléphone ne captant pas le réseau (hors champs).
3/ Forfait déjà consommé ou crédit épuisé en prépayé.
Les tendances du marché
– La vague de l’illimité a déferlé sur les consommateurs algériens. Depuis, à entendre les opérateurs, ce serait la ruée vers ces nouveaux forfaits. Cette tendance, qui dure depuis plus d’une année, se retrouve chez les trois opérateurs. Il y a une certaine abondance qui permet aux clients de communiquer à l’aise même si ils limitent en fait les dépassements abusifs de certains clients.
– La généralisation du chargement à distance pour les forfaits prépayés. Les formules prépayées ont l’avantage de permettre de maîtriser le budget de téléphonie mobile. Les offres prépayées sont un choix populaire, offrant une grande flexibilité. Les offres prépayées sont comme les forfaits mais avec un plafond de communication déterminé à l’avance. De ce fait, le client connaît à l’avance le montant qu’il va payer. Il ne paye que ce qu’il a consommé et il n’a pas de mauvaises surprises. Ceci aurait permis d’accroître significativement le parc d’abonnés. Ces tendances ont été confirmées par les résultats de la campagne d’identification des abonnés.
– La conquête du marché des entreprises. Les trois opérateurs ont un département dédié à ce segment de marché. C’est là où elles peuvent augmenter l’APRU et faire du chiffre. C’est un relais de croissance d’autant plus que le marché du grand public ne se développe pas avec le même rythme qu’il y a quelques années. Aujourd’hui, il est évident que le téléphone portable approche de son taux de pénétration maximal.
– Les opérateurs optent de plus en plus pour le multimédia (la Data) qui n’est plus considéré comme un gadget inutile en Algérie.
– Lancement des clefs USB Internet qui permettent aux abonnés de bénéficier de l’accès à Internet et des commodités de la téléphonie mobile à l’exception des appels voix afin d’assurer une meilleure connexion. Elles permettent de surfer en toute liberté en situation de mobilité.
– La multiplication d’opération de sponsoring et de publicité. Principal objectif : améliorer l’image de marque de ces entreprises, augmenter la notoriété et surtout générer du trafic.
Cette petite enquête nous a permis de constater que le cellulaire s’est inscrit comme l’automobile, l’ordinateur et la télévision, parmi les inventions marquantes de l’histoire, car son influence se manifeste à la maison, dans les loisirs et dans la vie courante. Les individus appréhendent tous leur téléphone mobile comme un outil multifonctions, aux possibilités infinies.
A travers leur mobile et les usages particuliers qu’ils en font, les Algériens cherchent d’abord à se singulariser. Ils inventent leur outil en le personnalisant, en définissant leurs propres usages et fonctions.