I am called Cécile. I am 37 years old. I appreciate over all Asian food and the songs of Aznavour. “A first name, an age and two centers of interest. Four information which has a price. While providing them, Cécile comes to ensure 15% of reduction on her voyage in Corsica bought on line. For Philippe, who adds “I have 3 minors and a second home”, it will be still 10% less. From here a few years, this kind of futuristic transactions could relate to million consumers well. It is in any case what the model of the Californian company Agloco lets predict, founded a few months ago by a band of graduates of Stanford.
The idea is simple: while surfant on Internet, you give free a multitude of information on yourself that the companies, which seek to target their publicity effectively, are ready to pay very expensive.
It is by monnayant this type of data that giants as Google garner colossal sales turnovers. Agloco proposes from now on a small revolution: it is you, and either the intermediaries of the Net, which are paid to provide your personal information.
For the moment, this experiment allures especially the young and connected Net surfers. But the system could, in the future, concern no matter whom. It is enough just to a small bar of tool grafted on the window of your navigator Internet. It records each one of your displacements on the Fabric and in deduced your profile from consumer. In real time, the same bar subjects a publicity to you which corresponds to your inclinations of consumption. By incorporating data each finer time to what draws your attention, Agloco proposes with the advertisers more targeted publicity and thus much more effective.
The system is currently in test but the company envisages to transfer 90% of its receipts to the users. “The payments with the user will be indexed with the generated sales turnover”, explains Alexandre Gourevitch, promoter of Agloco in France Sign time, the property of the personal data has from now on its first institutionalized defender: AttentionTrust. This non-profit organization based in San Francisco step since several months large companies of the Net to make them recognize the right of the Net surfers on their personal information. Google and Yahoo! would have already accepted the idea without to translate it in the acts. “Our goal is that each company provides to its customers a copy information which it has on him.
In the second time, the customer could use this copy to negotiate reductions”, explains Mary Hodder, member of the organization. At the end of the XIXe century, the French economist Leon Walras had theorized the principle of the perfect competition: a place in which the price of the goods is determined by the negotiation of all with all without no factor giving additional capacity to anyone. “Internet is making of this model a reality, explains Jean-Marc Daniel, professor of economy at the higher School of trade of Paris, if one puts side the public image of certain products which can create a distortion.
” The Canadian Gift Tapscott, author of several best-sellers on the neteconomy, abounds in this direction. “Today, the companies are naked, explains it, Internet makes it possible to the customers to have access to traditionally hidden information: comparison of the prices, profile of the merchants… The companies can be examined under all the seams before each transaction. The least defect is immediately visible.” An emergent tendency which goes, according to him, mechanically to affirm itself. “This revolution of consumption will be succeeded when rising generation, which grew with these tools and uses them naturally, arrives at the adulthood.” To exert their new power, of the consumers who do not know each other can from now on group their line bids cause a drop in the prices. Before the explosion of bubble Internet, in 2000, a chain of start-up had proposed this service. Too much early, not gravitational enough, because the withdrawal period of the product was too long, the model leaves room to a new principle “much more promising”, estimates consultant Internet Rodrigo Sepulveda-Schulz: the cashback. Instead of buying your clock radio directly in a merchant on line, you pass by an intermediate site on which you create an address Internet. Provided with this one, you then pay your purchases near the merchant of clock radios. The intermediate company touches a commission on this sale and a part transfers some you. “The consumer thus recovers a percentage of the value which it created by his purchases”, explains Catherine Barba, chairman of Cashstore.fr, one of the French precursory sites. Don Tapscott goes even further. Not only the Google generation goes, in la prochaine décennie, créer un nouveau rapport de force avec les fournisseurs de biens et de services, mais elle va générer une société où les consommateurs seront aussi des producteurs par leur collaboration de masse sur Internet. L'encyclopédie mondiale Wikipédia, nourrie par les apports de n'importe quel internaute, en est l'exemple le plus célèbre. Une réussite qui tente désormais des entreprises plus traditionnelles. " BMW fait désormais appel à la collaboration de masse pour développer certains logiciels destinés à ses futurs modèles", explique M. Tapscott : l'intelligence collective des internautes fonctionne alors comme une extension du service recherche et développement de l'entreprise. Prochaine étape envisagée : la rétribution des internautes par les entreprises pour leur collaboration. C'est ce que teste, depuis avril, une nouvelle entreprise californienne de téléphonie mobile, Sonopia, qui propose à tout un chacun de gagner sa vie en devenant... patron d'un mini opérateur téléphonique. Comme le fait Virgin mobile en France, Sonopia achète du temps de communication au rabais auprès des grands opérateurs américains pour les revendre plus cher au consommateur. C'est ce qu'on appelle un opérateur virtuel de téléphonie mobile (MVNO). Seule différence : au lieu de vendre directement ses minutes au consommateur final, Sonopia n'a aucun frais classique de publicité et de marketing. Elle propose à tout citoyen américain de fonder son propre MVNO, à charge pour lui de trouver des clients. "Chaque fondateur se voit alors reverser une partie des revenus générés par ses utilisateurs", explique le directeur technique Roger Nolan. Préfigurant peut-être nos rôles futurs, Sonopia donne à l'internaute-consommateur un véritable statut de collaborateur, mais celui-ci est enfin rétribué en tant que tel pour avoir attiré son réseau personnel de clients.
