Hello toi, jeune de l’Internet, je suis sûre que tu ne peux pas passer une journée sans aller une fois sur le Web. Je me trompe ? Bon, c’est que t’es un cas encore rare ! Eh oui, 95% des français âgés de 18 à 24 ans vont au moins une fois par jour sur Internet. Ce n’est même pas moi qui le dis, c’est une étude Credoc menée en 2016.
Tout ça pour te dire que tu connais forcément, en 2018, les géants de l’Internet. Entre nous, ils ont un petit surnom : les GAFAM. Ok, c’est juste l’acronyme pour Google, Apple, Facebook, Amazon et Microsoft. Ces cinq entreprises américaines sont dominantes dans leur spécialité et insufflent les tendances de consommation de demain. Elles arrivent à innover grâce à leurs ingénieurs qui sont en moyenne trois fois plus nombreux que chez leurs concurrents.
Les GAFAM peuvent facilement être lanceurs de tendance tant leurs base de données est gigantesque. Facebook serait utilisé par plus d’1 personne sur 4, Google Gmail aurait 500 millions d’utilisateurs et Amazon aurait 121 millions de clients.
Tu vois, ces géants révolutionnent chaque jour (ou presque) l’univers numérique. Ils ont un tel poids financier et économique qu’ils ont parfois un pouvoir supérieur à celui des pays. Pour te donner une idée, en 2015, les GAFAM pesaient 1675 milliards de dollars contre 1131 milliards de dollars pour toutes les entreprises françaises du CAC 40. Fou, non ?
Sache que ces géants américains sont concurrencés par les géants chinois, surnommés les BATX pour Baidu, Alibaba, Tencent et Xiami. Là encore, que des géants du Web mais de l’autre côté de la planète. Il faut se dire qu’ils ont une force incroyable étant donné le nombre de personnes qu’ils arrivent à toucher.
Mais attention, les entreprises américaines ne veulent pas être les dernières en termes d’innovation. On peut maintenant parler des NATU pour Netflix, Airbnb, Tesla et Uber. Ces entreprises, aujourd’hui incontournables, sont bel et bien l’avenir de l’économie digitale. Elles sont le reflet de l’ubérisation des sociétés. Leur petit surnom est encore peu utilisé, alors si tu veux toi aussi être précurseur, tu peux commencer à en parler.
Pour finir, sache que leur business model est complètement différent des entreprises classiques. Par exemple, Uber est la plus grande entreprise de taxis du monde et pourtant, elle ne possède aucun véhicule ! Airbnb est le plus grand fournisseur d’hébergement et il ne détient aucun immeuble. Facebook, quant à lui, est le propriétaire du média le plus populaire en ne créant aucun contenu.
Bon, j’espère que je ne t’ai pas trop perdu avec tous ces acronymes. Il faut vraiment que tu les aies en tête pour être un digne marketeur à l’ère du digital !
Clémence Gréhal
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