{"id":6839,"date":"2012-01-29T16:43:30","date_gmt":"2012-01-29T15:43:30","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=6839"},"modified":"2012-01-29T16:46:20","modified_gmt":"2012-01-29T15:46:20","slug":"une-rupture-quelle-rupture","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2012\/01\/29\/une-rupture-quelle-rupture\/","title":{"rendered":"Une rupture ? Quelle rupture ?"},"content":{"rendered":"

Ce billet est la suite de David contre Goliath, ou comment une startup peut r\u00e9ussir contre de bien plus grosses boites<\/a>.<\/p>\n

L’un des facteurs est d’\u00eatre sur un march\u00e9 en rupture<\/strong>.<\/p>\n

Ok, mais c’est quoi une rupture ?<\/strong><\/p>\n

Ruptures technologiques<\/h3>\n

En premier, on pense aux ruptures technologiques : le num\u00e9rique, le t\u00e9l\u00e9phone mobile, l’\u00e9cran plat, la photo num\u00e9rique, …<\/p>\n

C’est vrai qu’il y a pas mal de ruptures dans ce domaine l\u00e0, et il y en a encore pas mal \u00e0 venir (comme l’appareil photo sans mise au point<\/a>).<\/p>\n

Mais, finalement, ce n’est pas l\u00e0 ou il y a le plus de startup.<\/p>\n

Par exemple la photo num\u00e9rique a surtout r\u00e9ussi \u00e0 Canon, Nikon, Sony, … Donc, pas vraiment des startups ;).<\/p>\n

Ruptures d’usages<\/h3>\n

Le num\u00e9rique, Internet permettent de nouveaux usages.<\/p>\n

Les r\u00e9seaux sociaux sont un tr\u00e8s bon exemple.<\/p>\n

Cette r\u00e9volution des usages, de nos habitudes, cr\u00e9ent de tr\u00e8s nombreuses opportunit\u00e9s, et de tr\u00e8s nombreuses startups se positionnent sur ces nouveaux usages.<\/p>\n

Rupture commerciale<\/h3>\n

Bon, pas la peine de tourner autour du pot \ud83d\ude09 : je pense en particulier au e-commerce.<\/p>\n

Il ne s’agit donc pas d’une rupture technologique a proprement parl\u00e9.<\/p>\n

Cela ressemble fort \u00e0 la VAD (Vente \u00e0 Distance).<\/p>\n

Mais, tout le monde l’a bien compris (ou devrait l’avoir bien compris) : c’est un vrai nouveau canal de vente, avec ses r\u00e8gles sp\u00e9cifiques.<\/p>\n

La guerre Compaq \/ Dell est a mon sens un excellent exemple : Compaq \u00e9tait riche, innovant, avait une marque fantastique, une R&D puissante.<\/p>\n

Dell a \u00e9cras\u00e9 tout \u00e7a, avec \u00ab\u00a0uniquement\u00a0\u00bb une rupture dans la logique commerciale, sans innovation technologique.<\/p>\n

Rupture sur le prix<\/h3>\n

Je ne sais pas quel est le meilleur titre : \u00e9conomique, ou \u00ab\u00a0pricing\u00a0\u00bb.<\/p>\n

Bref, l’id\u00e9e, c’est de bouleverser un march\u00e9 avec une approche \u00ab\u00a0prix\u00a0\u00bb<\/strong> en rupture compl\u00e8te avec ce qui se faisait.<\/p>\n

L’exemple marquant est la diffusion d’une offre logicielle en open source :<\/p>\n

Face aux acteurs qui vendent des licences, d’autres acteurs attaquent le march\u00e9 \u00ab\u00a0par le bas\u00a0\u00bb en proposant un produit gratuit, avec acc\u00e8s au code en prime !<\/p>\n

En guise de conclusion<\/h3>\n

J’ai \u00e9t\u00e9 marqu\u00e9 par la difficult\u00e9 qu’on les entreprises \u00e0 r\u00e9agir face \u00e0 une rupture.<\/p>\n

Prenez la derni\u00e8re cat\u00e9gorie : la rupture sur les prix.<\/p>\n

On se dit : ce n’est pas une vrai rupture. C’est tellement facile de changer ces prix.<\/p>\n

Et bien la r\u00e9alit\u00e9, la pratique montre que c’est pas si facile que \u00e7a !<\/p>\n

De minuscules choses agissent dans l’entreprise pour freiner les changements.<\/p>\n

Et puis, c’est affreusement difficile, pour des managers, de se dire : \u00ab\u00a0le truc qu’on vend, et qui nous fait vivre, tous, on va maintenant le donner\u00a0\u00bb.<\/p>\n

 <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Ce billet est la suite de David contre Goliath, ou comment une startup peut r\u00e9ussir contre de bien plus grosses boites. L’un des facteurs est d’\u00eatre sur un march\u00e9 en rupture. Ok, mais c’est quoi une rupture ? Ruptures technologiques En premier, on pense aux ruptures technologiques : le num\u00e9rique, le t\u00e9l\u00e9phone mobile, l’\u00e9cran plat, […]<\/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":[23],"tags":[374,80,109],"class_list":["post-6839","post","type-post","status-publish","format-standard","hentry","category-araok","tag-entrepreneuriat","tag-startup","tag-strategie"],"yoast_head":"\nUne rupture ? 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