{"id":2331,"date":"2010-01-11T21:15:05","date_gmt":"2010-01-11T20:15:05","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=2331"},"modified":"2010-01-11T21:15:05","modified_gmt":"2010-01-11T20:15:05","slug":"les-methodes-pour-passer-dun-service-gratuit-a-un-service-payant","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2010\/01\/11\/les-methodes-pour-passer-dun-service-gratuit-a-un-service-payant\/","title":{"rendered":"Les m\u00e9thodes pour passer d&rsquo;un service gratuit \u00e0 un service payant"},"content":{"rendered":"<p>Tout d&rsquo;abord, d\u00e9montons un mythe :<\/p>\n<p><strong>Certains pr\u00e9tendent qu&rsquo;on ne peut pas passer d&rsquo;un mod\u00e8le gratuit \u00e0 un mod\u00e8le payant<\/strong>.<\/p>\n<p>L&rsquo;id\u00e9e serait que, une fois que les Internautes sont habitu\u00e9s \u00e0 ne pas payer un service, on ne pourrait plus basculer vers un mod\u00e8le payant.<\/p>\n<p><strong>Cette affirmation est fausse, et il existe plusieurs belles r\u00e9ussites, de bascule du gratuit vers le payant<\/strong>.<\/p>\n<p>Exemples :<\/p>\n<ul>\n<li>eBay, qui a commenc\u00e9 gratuit, puis \u00e0 ajouter tout un tas de frais, en continuant (\u00e0 l&rsquo;\u00e9poque) \u00e0 gagner des parts de march\u00e9s ;<\/li>\n<li>LinkedIn qui a \u00e9galement commenc\u00e9 tout gratuit, avant de proposer des options \u00ab\u00a0premium\u00a0\u00bb.<\/li>\n<\/ul>\n<p>Bon, donc la question de ce billet, c&rsquo;est :<\/p>\n<p>Vous avez un service avec une partie gratuite et une partie payante.<\/p>\n<p><strong>Comment conduire les utilisateurs \u00e0 utiliser la partie payante ?<\/strong><\/p>\n<p>C&rsquo;est la situation dans laquelle est Viadeo par exemple, ou encore Trombi.<\/p>\n<p>L&rsquo;id\u00e9e, c&rsquo;est d&rsquo;attirer les clients, avec une partie du service gratuit.<\/p>\n<p>Dans les deux cas, il est fondamental d&rsquo;avoir une \u00ab\u00a0masse critique\u00a0\u00bb : c&rsquo;est \u00e0 dire d&rsquo;\u00e9voir beaucoup d&rsquo;utilisateurs (le propre de tous les r\u00e9seaux sociaux).<\/p>\n<p>La partie gratuite, qui va attirer la plus grande quantit\u00e9 d&rsquo;Internaute, doit donc \u00eatre suffisamment attrayante.<\/p>\n<p>Mais la partie payante permet de vivre&#8230; Elle doit donc avoir de vrais atouts pour les Internautes.<\/p>\n<p>Pour Viadeo, la m\u00e9thode est de proposer r\u00e9guli\u00e8rement \u00e0 l&rsquo;internaute de passer en mode payant, pour \u00eatre plus \u00ab\u00a0performant\u00a0\u00bb dans l&rsquo;exploitation de son r\u00e9seau \u00ab\u00a0pro\u00a0\u00bb.<\/p>\n<p>La m\u00e9thode est un peu \u00ab\u00a0lourde\u00a0\u00bb puisque l&rsquo;\u00e9cran qui propose l&rsquo;option payante apparait tr\u00e8s r\u00e9guli\u00e8rement, mais on reste dans l&rsquo;incitatif.<\/p>\n<p>Les choses sont bien diff\u00e9rentes pour Trombi. Ici, le syst\u00e8me me semble bien plus \u00ab\u00a0vicieux\u00a0\u00bb.<\/p>\n<p>Trombi propose de retrouver ses amis d&rsquo;enfance.<\/p>\n<p>Le syst\u00e8me int\u00e8gre son propre syst\u00e8me de messagerie, pour \u00e9changer des messages avec les contacts retrouv\u00e9s.<\/p>\n<p>Et bien, quand on ne prend pas d&rsquo;option payante, on peut tr\u00e8s bien envoyer un message&#8230; Mais ce message ne pourra pas \u00eatre lu par le destinataire !<\/p>\n<p>Celui ci aura juste un message lui indiquant que vous lui avez \u00e9crit. Il faudra que soit votre interlocuteur, soit vous, basculiez en mode premium pour afficher le pr\u00e9cieux message.<\/p>\n<p>Le sentiment, en tant qu&rsquo;utilisateur, n&rsquo;est pas tr\u00e8s agr\u00e9able, puisqu&rsquo;<strong>on a clairement le sentiment de se faire \u00ab\u00a0forcer la main\u00a0\u00bb<\/strong>.<\/p>\n<p>Mais bon, c&rsquo;est sans doute tr\u00e8s efficace&#8230;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tout d&rsquo;abord, d\u00e9montons un mythe : Certains pr\u00e9tendent qu&rsquo;on ne peut pas passer d&rsquo;un mod\u00e8le gratuit \u00e0 un mod\u00e8le payant. L&rsquo;id\u00e9e serait que, une fois que les Internautes sont habitu\u00e9s \u00e0 ne pas payer un service, on ne pourrait plus basculer vers un mod\u00e8le payant. Cette affirmation est fausse, et il existe plusieurs belles r\u00e9ussites, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2],"tags":[379,186,141,109],"class_list":["post-2331","post","type-post","status-publish","format-standard","hentry","category-e-commerce","tag-araok","tag-business-model","tag-e-markerting","tag-strategie"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Les m\u00e9thodes pour passer d&#039;un service gratuit \u00e0 un service payant - Ziserman.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ziserman.com\/blog\/2010\/01\/11\/les-methodes-pour-passer-dun-service-gratuit-a-un-service-payant\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les m\u00e9thodes pour passer d&#039;un service gratuit \u00e0 un service payant - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Tout d&rsquo;abord, d\u00e9montons un mythe : Certains pr\u00e9tendent qu&rsquo;on ne peut pas passer d&rsquo;un mod\u00e8le gratuit \u00e0 un mod\u00e8le payant. 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