{"id":4369,"date":"2013-10-18T09:31:23","date_gmt":"2013-10-18T08:31:23","guid":{"rendered":"http:\/\/www.solucominsight.fr\/?p=4369"},"modified":"2014-11-26T12:19:31","modified_gmt":"2014-11-26T11:19:31","slug":"pourquoi-microsoft-rachete-les-smartphones-nokia","status":"publish","type":"post","link":"https:\/\/www.riskinsight-wavestone.com\/en\/2013\/10\/pourquoi-microsoft-rachete-les-smartphones-nokia\/","title":{"rendered":"Pourquoi Microsoft rach\u00e8te les smartphones Nokia"},"content":{"rendered":"

Microsoft a annonc\u00e9 le 3 septembre 2013 l\u2019achat de la division smartphones de Nokia pour la somme de 3,79 milliards \u20ac. L\u2019op\u00e9ration pr\u00e9voit en outre une enveloppe de 1,65 milliards \u20ac pour l\u2019acquisition d\u2019un portefeuille de brevets d\u00e9tenus par le finlandais, au c\u0153ur d\u2019une\u00a0patent war<\/em><\/a>\u00a0<\/em>entre les principaux acteurs mondiaux du mobile (Google, Microsoft, Apple, Samsung).<\/p>\n

En 2011, Microsoft avait d\u00e9j\u00e0 d\u00e9bours\u00e9 $8,5 milliards pour s\u2019emparer de Skype. Si l\u2019on consid\u00e8re que la m\u00eame ann\u00e9e la valeur de la division Smartphones de Nokia \u00e9tait alors \u00e9valu\u00e9e \u00e0 $30 milliards<\/a>, 3,79 milliards \u20ac semblerait \u00eatre une bonne affaire pour le groupe.<\/p>\n

Les raisons du rachat\u00a0: vers un mod\u00e8le vertical pour plus de rentabilit\u00e9<\/h2>\n

Le march\u00e9 du mobile \u00e9volue vers un mod\u00e8le plus vertical<\/strong>, dans lequel le fournisseur de l\u2019OS contr\u00f4le de plus en plus les \u00e9tapes de la fabrication du smartphone. Cette strat\u00e9gie \u00e9vite la fragmentation des OS et des sp\u00e9cifications mat\u00e9rielles et permet de garantir que tout t\u00e9l\u00e9phone Windows se comportera exactement comme les ing\u00e9nieurs l\u2019ont voulu.<\/p>\n

M\u00eame Android, dont \u00a0la r\u00e9ussite repose sur le mod\u00e8le inverse \u2013 une plateforme fragment\u00e9e entre des centaines de terminaux de marques diff\u00e9rentes \u2013 doit aujourd\u2019hui produire son propre smartphone \u00ab\u00a0\u00e9tendard\u00a0\u00bb dont il contr\u00f4le la conception et la fabrication (acquisition de la division Consumer de Motorola en 2011<\/a>, puis\u00a0sortie du MotoX en 2013<\/a>).<\/p>\n

En 2011, Microsoft avait adopt\u00e9 une strat\u00e9gie similaire en d\u00e9veloppant\u00a0 un\u00a0partenariat strat\u00e9gique avec Nokia<\/a>. Cet accord avec un seul constructeur avait\u00a0effray\u00e9 les autres partenaires de Microsoft, qui ne s\u2019investirent ni ne produisirent jamais r\u00e9ellement en masse les Windows Phones.\u00a0Microsoft s\u2019\u00e9tait donc retrouv\u00e9 contraint de travailler avec un seul et unique partenaire, n\u00e9anmoins fiable, Nokia.<\/p>\n

Une plus grande rentabilit\u00e9 par smartphone vendu permettra d\u2019investir \u00a0dans la plateforme. <\/strong>Une part importante des b\u00e9n\u00e9fices de chaque vente est aujourd\u2019hui revers\u00e9e au constructeur du t\u00e9l\u00e9phone. Ainsi, Microsoft ne gagne en moyenne que $10 par smartphone Nokia Lumia vendu.<\/p>\n

Une meilleure ma\u00eetrise de la cha\u00eene de fabrication permet \u00e0 Microsoft d\u2019esp\u00e9rer un accroissement de sa rentabilit\u00e9, pour atteindre $40 par smartphone\u00a0vendu. Cette marge accrue devrait permettre\u00a0d\u2019investir massivement dans la plateforme\u00a0(marketing, R&D, soutien aux d\u00e9veloppeurs). Par cette op\u00e9ration, Microsoft ambitionne de quasiment quadrupler sa part de march\u00e9, de 4% \u00e0 15% d\u2019ici 2018.<\/p>\n

Le rachat permettrait d\u2019\u00e9voluer vers une plus grande souplesse op\u00e9rationnelle pour les deux partenaires. <\/strong>Le partenariat sign\u00e9 en 2011, a p\u00e2ti d\u2019un grand nombre de frictions. D\u2019une part, les deux entreprises avaient le difficile challenge de faire cohabiter des \u00e9quipes aux pr\u00e9rogatives similaires, mais aux organisations et modes de travail diff\u00e9rents. D\u2019autre part, elles devaient promouvoir et faire vivre 3 marques en parall\u00e8le\u00a0: Microsoft, Nokia et Lumia.<\/p>\n

Ainsi, la r\u00e9union des activit\u00e9s t\u00e9l\u00e9phonie des deux soci\u00e9t\u00e9s devrait permettre de d\u00e9gager une plus grande flexibilit\u00e9 et r\u00e9activit\u00e9 pour r\u00e9pondre aux attentes du march\u00e9.<\/p>\n

Un succ\u00e8s loin d\u2019\u00eatre garanti<\/h2>\n

\"\"<\/a><\/p>\n

Microsoft n\u2019ayant jamais \u00e9t\u00e9 un bon fabriquant de hardware, cette acquisition s\u2019av\u00e8re \u00eatre un d\u00e9fi pour le groupe. En effet, le Zune, le Kin, la tablette Surface RT sont autant d\u2019initiatives et autant d\u2019\u00e9checs de Microsoft dans le hardware. Seule la Xbox rencontra un succ\u00e8s public, sans emp\u00eacher toutefois une perte de\u00a0$3 milliards en 10 ans\u00a0!<\/a><\/p>\n

De m\u00eame, ne comptant que 3,6% de parts de march\u00e9, Windows Phone reste tr\u00e8s loin derri\u00e8re Android et Apple, qui se partagent respectivement 69% et 16% des parts de march\u00e9 mondiales des smartphones.<\/p>\n

La capacit\u00e9 d\u2019accro\u00eetre ses parts sur le march\u00e9 du mobile est en grande partie d\u00e9pendante de l\u2019attractivit\u00e9 de la plateforme pour les d\u00e9veloppeurs. <\/strong>Il faudra par cons\u00e9quent \u00e0 Microsoft beaucoup d\u2019\u00e9nergie pour les convaincre d\u2019investir <\/strong>dans une plateforme repr\u00e9sentant aujourd\u2019hui moins de 4% de parts de march\u00e9 dans le monde.<\/p>\n

La troisi\u00e8me\u00a0plateforme mobile n\u2019est peut-\u00eatre pas celle que l\u2019on imagine<\/h2>\n

Microsoft \u00a0souhaite se positionner durablement en alternative \u00e0 Android et Apple, mais sa place\u00a0pourrait lui \u00eatre ravie par un acteur particuli\u00e8rement agressif et immens\u00e9ment riche\u00a0: Amazon.<\/p>\n

\"\"<\/a><\/p>\n

Depuis plusieurs ann\u00e9es, Amazon pr\u00e9pare en effet un smartphone bas\u00e9 sur une version d\u2019Android\u00a0 d\u00e9pourvue de tout service Google. Cette plateforme a de fortes chances d\u2019\u00eatre une concurrence de poids pour Microsoft, d\u2019autant qu\u2019Amazon ($61 milliards en 2012) n\u2019a pas pour objectif de tirer des b\u00e9n\u00e9fices directement de ses smartphones, mais plut\u00f4t de favoriser les achats en ligne de ses marchandises, r\u00e9elles ou virtuelles, quitte \u00e0 vendre, \u00e0 perte<\/a>, un smartphone de qualit\u00e9 pour un prix tr\u00e8s comp\u00e9titif. <\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Microsoft a annonc\u00e9 le 3 septembre 2013 l\u2019achat de la division smartphones de Nokia pour la somme de 3,79 milliards \u20ac. L\u2019op\u00e9ration pr\u00e9voit en outre une enveloppe de 1,65 milliards \u20ac pour l\u2019acquisition d\u2019un portefeuille de brevets d\u00e9tenus par le…<\/p>\n","protected":false},"author":208,"featured_media":6332,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"page-templates\/tmpl-one.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[32,34,43],"tags":[1356,1358,448,1355,1360,1359,58,1361,1357],"coauthors":[1362],"class_list":["post-4369","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-relation-client","category-strategie-d-entreprise","category-telcos","tag-amazon","tag-lumia","tag-microsoft","tag-nokia","tag-patent-war","tag-rentabilite","tag-smartphones","tag-telephonie-mobile","tag-windows-phone"],"acf":[],"yoast_head":"\nPourquoi Microsoft rach\u00e8te les smartphones Nokia<\/title>\n<meta name=\"description\" content=\"Microsoft a annonc\u00e9 le 3 septembre 2013 l\u2019achat de la division smartphones de Nokia pour la somme de 3,79 milliards \u20ac. 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