{"id":2424,"date":"2012-10-18T07:45:52","date_gmt":"2012-10-18T06:45:52","guid":{"rendered":"http:\/\/www.solucominsight.fr\/?p=2424"},"modified":"2015-08-17T10:44:37","modified_gmt":"2015-08-17T09:44:37","slug":"microsoft-vs-google-qui-pour-detroner-lipad-1er-episode","status":"publish","type":"post","link":"https:\/\/www.riskinsight-wavestone.com\/en\/2012\/10\/microsoft-vs-google-qui-pour-detroner-lipad-1er-episode\/","title":{"rendered":"Microsoft vs Google : qui pour d\u00e9tr\u00f4ner l\u2019iPad ? (1er \u00e9pisode)"},"content":{"rendered":"<p>(Article r\u00e9dig\u00e9 en collaboration avec Adrien Calvayrac, consultant)<em><br \/>\n<\/em><\/p>\n<p><em>Construit sous l\u2019impulsion d\u2019Apple, le march\u00e9 des tablettes num\u00e9riques est aujourd\u2019hui scind\u00e9 en deux\u00a0: l\u2019historique Apple et son iPad d\u2019un c\u00f4t\u00e9, Google et ses multiples constructeurs de l\u2019autre.<\/em><\/p>\n<p><em>Dans ce duel de titans, quels sont les terrains d\u2019affrontement\u00a0? Et surtout, qui aura le dernier mot\u00a0?<\/em><\/p>\n<h2>Un march\u00e9 bipolaire<\/h2>\n<p>L\u2019affrontement qui oppose Apple \u00e0 ses rivaux ne se joue pas sur le terrain du mat\u00e9riel, o\u00f9 l\u2019iPad r\u00e8gne en ma\u00eetre \u00e0 pr\u00e8s de 50 points devant son premier concurrent. \u00a0L\u2019affrontement se joue sur le syst\u00e8me d\u2019exploitation, o\u00f9 iOS culmine \u00e0 57,6% de parts de march\u00e9, contre un Andro\u00efd en-dessous de la barre des 40%.<\/p>\n<p>Face \u00e0 la main mise d\u2019Apple, deux autres g\u00e9ants de l&#8217;informatique veulent eux aussi tenter la strat\u00e9gie du &#8220;big Apple&#8221; &#8211; un contenant ma\u00eetris\u00e9 et un \u00e9cosyst\u00e8me solide\u00a0:<\/p>\n<ul>\n<li>Google, leader du march\u00e9 OS sur smartphones avec Andro\u00efd et principal concurrent d&#8217;Apple sur les tablettes, lance une tablette \u00e0 son nom, en partenariat avec le constructeur Asus. La Nexus 7, au format novateur de 7&#8243;, adresse un nouveau march\u00e9 avec un prix d&#8217;entr\u00e9e tr\u00e8s agressif.<\/li>\n<li>Microsoft, leader incontest\u00e9 du march\u00e9 OS sur PC, lance une tablette de sa propre fabrication. La Surface sera d\u00e9clin\u00e9e sous 2 versions : une version ARM tourn\u00e9e vers le grand public, concurrente directe de l&#8217;iPad, et une version x86 plut\u00f4t tourn\u00e9e vers le monde professionnel.<\/li>\n<\/ul>\n<h2>Une strat\u00e9gie \u00a0low-cost pour permettre \u00e0 tous l\u2019acc\u00e8s aux services Google<\/h2>\n<p>Pour moins de 200$, Google casse les prix du march\u00e9, en proposant une tablette aux caract\u00e9ristiques plut\u00f4t \u00ab\u00a0correctes\u00a0\u00bb\u00a0: processeur Tegra 3, 1 Go de RAM, une r\u00e9solution de 1280&#215;800 et une autonomie de plus de \u00a09h en lecture vid\u00e9o HD. Ses accessoires sont en revanche assez r\u00e9duits car elle n\u2019int\u00e8gre pas de cam\u00e9ra au dos, ni de sortie vid\u00e9o ou encore de lecteur de carte. Toutefois, la Nexus 7 se distingue par une bonne connectivit\u00e9 avec Wifi, Bluetooth et NFC.<\/p>\n<p>L&#8217;objectif annonc\u00e9 de ce nouveau produit est avant tout de mettre en avant le contenu, les b\u00e9n\u00e9fices de la firme sur la vente de la tablette \u00e9tant r\u00e9duits au maximum afin de permettre \u00e0 toutes les bourses l\u2019acc\u00e8s aux services Google. Son format &#8220;livre&#8221;, 7 pouces pour 340g, devrait d&#8217;ailleurs permettre le lancement du service ebook de la marque dans les meilleures conditions.<\/p>\n<p>\u00c0 travers la Nexus 7, Google veut donc s&#8217;assurer de la mise en avant de ses propres services en ligne et \u00e9viter ainsi qu\u2019elle ne soit qu\u2019une passerelle vers internet et les multiples offres concurrentes. Mais au-del\u00e0 de la promotion de services, la tablette pourrait bien avoir un impact sur les prix du march\u00e9, incitant les autres constructeurs \u00e0 r\u00e9duire leurs marges pour rester dans la course.<\/p>\n<p>Que serait alors la strat\u00e9gie d\u2019Apple, qui se positionne sur un march\u00e9 \u00ab\u00a0haut de gamme et pratique aujourd\u2019hui pr\u00e8s de 40% de marge sur ses produits\u00a0?<\/p>\n<p>Peut-on s&#8217;attendre \u00e0 voir \u00e9voluer le march\u00e9 des tablettes vers celui du PC\u00a0: de forts volumes mais de faibles marges unitaires ?<\/p>\n<p>La r\u00e9ponse d\u00e9pendra fortement du succ\u00e8s rencontr\u00e9 par le nouveau-n\u00e9 de Google. Si la version 16 Go est d\u00e9j\u00e0 en rupture de stock, moins d&#8217;un mois apr\u00e8s sa sortie, c&#8217;est \u00e0 plus long terme qu&#8217;il faudra l&#8217;\u00e9tudier, afin de s&#8217;affranchir de l&#8217;effet d&#8217;annonce. Car si les tablettes Andro\u00efd sont encore loin derri\u00e8re l&#8217;iPad c&#8217;est en partie \u00e0 cause de leur faiblesse en contenus et applications d\u00e9di\u00e9es disponibles. C&#8217;est sur ce point-l\u00e0 que Google sera attendu\u00a0: hormis la taille de l\u2019\u00e9cran, il faudra justifier la valeur ajout\u00e9e d&#8217;une tablette 7&#8243; par rapport \u00e0 un smartphone, que l&#8217;utilisateur poss\u00e8de g\u00e9n\u00e9ralement d\u00e9j\u00e0.<\/p>\n<p>Mais si\u00a0 Google doit encore faire ses preuves, qu\u2019en est-il de Microsoft\u00a0? C\u2019est ce que nous verrons lors du prochain \u00e9pisode\u2026<\/p>\n<p>Pour lire la suite, <a href=\"http:\/\/www.solucominsight.fr\/2012\/10\/microsoft-vs-google-qui-pour-detroner-lipad-2eme-episode\/\" target=\"_blank\">cliquez ici<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>(Article r\u00e9dig\u00e9 en collaboration avec Adrien Calvayrac, consultant) Construit sous l\u2019impulsion d\u2019Apple, le march\u00e9 des tablettes num\u00e9riques est aujourd\u2019hui scind\u00e9 en deux\u00a0: l\u2019historique Apple et son iPad d\u2019un c\u00f4t\u00e9, Google et ses multiples constructeurs de l\u2019autre. Dans ce duel de&#8230;<\/p>\n","protected":false},"author":30,"featured_media":2436,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"page-templates\/tmpl-one.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37,32,35],"tags":[693,354,695,509,694,82,448,696,697,692],"coauthors":[795],"class_list":["post-2424","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-innovation","category-marketing-relation-client","category-strategie-projets-it","tag-android","tag-apple","tag-applications","tag-google","tag-ios","tag-ipad","tag-microsoft","tag-nexus-7","tag-surface","tag-tablette"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Microsoft vs Google : qui pour d\u00e9tr\u00f4ner l\u2019iPad ? 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