{"id":5940,"date":"2014-11-05T16:38:57","date_gmt":"2014-11-05T15:38:57","guid":{"rendered":"http:\/\/www.solucominsight.fr\/?p=5940"},"modified":"2014-11-05T16:45:51","modified_gmt":"2014-11-05T15:45:51","slug":"yes-wi-fi-can-enjeux-reflexions-autour-du-wi-fi-retail","status":"publish","type":"post","link":"https:\/\/www.riskinsight-wavestone.com\/en\/2014\/11\/yes-wi-fi-can-enjeux-reflexions-autour-du-wi-fi-retail\/","title":{"rendered":"\u00ab Yes, Wi-Fi can ! \u00bb : enjeux et r\u00e9flexions autour du Wi-Fi dans le retail"},"content":{"rendered":"

Le Wi-Fi, la r\u00e9ponse \u00e0 un besoin devenu \u00ab\u00a0vital\u00a0\u00bb \u2026<\/h2>\n

\u00c0 leur arriv\u00e9e dans un nouveau lieu de s\u00e9jour ou d\u2019attente (h\u00f4tel, restaurant, a\u00e9roport train\u2026), combien de personnes ont pour premier r\u00e9flexe de regarder si des hotspots Wi-Fi<\/a> sont disponibles gratuitement et librement ?<\/p>\n

Avec la multiplication des terminaux mobiles, le Wi-Fi est devenu un service incontournable, pris\u00e9 par des utilisateurs hyper-connect\u00e9s mais pas n\u00e9cessairement \u00e9quip\u00e9s de terminaux avec une connexion 3G ou 4G. Ce service permet aussi d\u2019\u00e9viter le d\u00e9passement du fair-use,<\/i> une \u00e9p\u00e9e de Damocl\u00e8s qui affecte le confort des personnes ultra-connect\u00e9es.<\/p>\n

De m\u00eame, un service Wi-Fi disponible \u00e0 l\u2019\u00e9tranger assure \u00e0 l\u2019utilisateur la gratuit\u00e9 de cette connexion chaque jour un peu plus indispensable, notamment gr\u00e2ce \u00e0 des applications de communications, telles que\u00a0 Whatsapp, Facetime ou encore Skype.<\/p>\n

<\/p>\n

Si l\u2019on tient compte de<\/span> ces nouveaux besoins de connectivit\u00e9 permanente, le Wi-Fi devient un argument de vente\u00a0: on ne se rend parfois plus dans un lieu de restauration, un fast-food ou un bar parce qu\u2019on a faim ou soif, mais parce qu\u2019on a besoin d\u2019une connexion \u00e0 Internet\u00a0! <\/span><\/p>\n

\"pyramideLe Wi-Fi supplantant les besoins physiologiques, la c\u00e9l\u00e8bre pyramide de Maslow pourrait \u00e0 son tour devenir 2.0\u2026<\/span><\/p>\n

\u00a0Mais la croissance du Wi-Fi ne s\u2019arr\u00eate pas aux portes de votre caf\u00e9 pr\u00e9f\u00e9r\u00e9\u00a0: ce service est en train de devenir indispensable pour les entreprises soucieuses de v\u00e9hiculer une image et moderne et connect\u00e9e.<\/span><\/p>\n

\u00c0 l\u2019heure de la r\u00e9volution digitale, l\u2019explosion des ventes de tablettes (plus de 195 millions en 2013), pousse les soci\u00e9t\u00e9s \u00e0 d\u00e9ployer ce nouveau type d\u2019\u00e9quipements. \u00a0<\/span>En proposant une relation client interactive\u00a0– pr\u00e9sentation de produits sur des tablettes, signatures num\u00e9riques – les marques qui les utilisent<\/a> cherchent \u00e0 attirer et fid\u00e9liser les clients. \u00a0<\/span><\/span><\/p>\n

Or,<\/span>ces nouveaux outils ne sont rien sans une connexion internet performante . Le r\u00e9seau mobile (3G et 4G) \u00a0<\/span>non ma\u00eetris\u00e9 en termes de qualit\u00e9 de service et de couverture g\u00e9ographique ne r\u00e9pond pas parfaitement aux besoins d\u2019un d\u00e9ploiement \u00e0 grande \u00e9chelle, alors que le Wi-Fi est une excellente alternative pour connecter ces terminaux certes mobiles mais utilis\u00e9s sur des petits p\u00e9rim\u00e8tres g\u00e9ographiques (b\u00e2timents, espaces de vente\u2026).<\/span><\/p>\n

Les entreprises profitent \u00e9galement de ce service pour d\u00e9ployer des nouveaux \u00e9quipements m\u00e9tiers mobiles (flasheurs de colis, terminaux de prise de commande,\u2026) permettant de diminuer le temps d\u2019attente des clients et augmenter la productivit\u00e9.<\/span><\/p>\n

En interne, le Wi-Fi est en passe de devenir le nouveau standard de connectivit\u00e9 offrant un confort pour la mobilit\u00e9 des collaborateurs au sein des locaux.<\/span><\/p>\n

\u2026 et constituant une mine d\u2019information pour les entreprises\u2026 <\/span><\/h2>\n

\u00a0<\/span>Cependant, consid\u00e9rer le Wi-Fi uniquement comme un \u00ab\u00a0cadeau\u00a0\u00bb offert \u00e0 l\u2019utilisateur serait trop r\u00e9ducteur : de m\u00eame qu\u2019une carte de fid\u00e9lit\u00e9 n\u2019est pas b\u00e9n\u00e9fique pour le seul consommateur, il y a bien une r\u00e9ciprocit\u00e9 d\u2019int\u00e9r\u00eat dans le d\u00e9ploiement de cette technologie. <\/span><\/p>\n

En effet, outre le fait d\u2019attirer les clients toujours plus friands de nouvelles technologies, le Wi-Fi est bien le nouveau fil qui connecte l\u2019utilisateur \u00e0 l\u2019entreprise.
\n<\/span><\/p>\n

D\u2019une part, lorsque le client se connecte \u00e0 un hotspot<\/i>, l\u2019ensemble des donn\u00e9es personnelles (nom, pr\u00e9nom, mail,\u2026) qu\u2019il doit renseigner pour acc\u00e9der au service sont pr\u00e9cieusement conserv\u00e9es, de m\u00eame que les sites visit\u00e9s par la suite, permettant ainsi de cartographier les profils des clients et leurs usages d\u2019Internet. Et ces informations ont de la valeur\u00a0: une grande banque, ayant mis \u00e0 disposition un tel service pour ses clients, s\u2019est vue proposer de racheter les donn\u00e9es personnelles aupr\u00e8s de l\u2019op\u00e9rateur g\u00e9rant le service et donc l\u00e9galement propri\u00e9taire de ces derni\u00e8res.
\n<\/span><\/p>\n

D\u2019autre part, le \u00ab\u00a0suivi\u00a0\u00bb du client ne se limite pas \u00e0 une simple collecte de donn\u00e9es personnelles, il peut \u00e9galement \u00eatre physique. En effet, le Wi-Fi permet de g\u00e9olocaliser un appareil\u00a0: des bases de donn\u00e9es conservent l\u2019emplacement des diff\u00e9rents points d\u2019acc\u00e8s Wi-Fi, et, lorsqu\u2019un \u00e9quipement se connecte \u00e0 l\u2019un d\u2019eux, il est tr\u00e8s facile de conna\u00eetre la position de ce dernier. <\/span><\/p>\n

De prime abord, cela pr\u00e9sente un nouvel avantage pour l\u2019utilisateur, qui est alors capable de se rep\u00e9rer dans un espace ferm\u00e9, tel qu\u2019un centre commercial. Mais cela permet \u00e9galement aux commerces d\u2019envoyer la meilleure information au meilleur moment\u00a0: par exemple, profiter de la proximit\u00e9 g\u00e9ographique d\u2019un client pour lui envoyer une offre promotionnelle sur un magasin pr\u00e9cis et le pousser ainsi \u00e0 d\u00e9penser plus.<\/span><\/p>\n

<\/p>\n

<\/p>\n

mais respectant de fortes contraintes techniques et l\u00e9gales <\/span><\/h2>\n

Le Wi-Fi est donc un outil \u00e0 forte valeur ajout\u00e9e pour attirer et suivre le client, mais constitue \u00e9galement un service suppl\u00e9mentaire \u00e0 g\u00e9rer.\u00a0 <\/span>Les entreprises doivent se poser les bonnes questions lors de la phase de construction du service.<\/span><\/p>\n

Tout d\u2019abord, quelles sont les modalit\u00e9s d\u2019acc\u00e8s au service pour la client\u00e8le ?<\/b> La premi\u00e8re option consiste \u00e0 mettre \u00e0 disposition des clients un acc\u00e8s Wi-Fi invit\u00e9 sur l\u2019infrastructure existante, moyennant une authentification via des tickets d\u00e9livr\u00e9s par une personne physique ou via une inscription sur un portail captif. La seconde consiste \u00e0 \u00a0<\/span>mettre en place une offre Wi-Fi grand public et en libre acc\u00e8s. Ce sont les contraintes l\u00e9gales et les besoins commerciaux \u00a0<\/span>relatifs \u00e0 la conservation des donn\u00e9es \u00a0<\/span>qui permettront de r\u00e9pondre \u00e0 cette question. <\/span><\/p>\n

Lors d\u2019un d\u00e9ploiement interne \u00e0 l\u2019entreprise, les diff\u00e9rentes instances repr\u00e9sentatives du personnel peuvent retarder voire s\u2019opposer au d\u00e9ploiement du Wi-Fi, notamment \u00e0 cause des risques li\u00e9s \u00e0 l\u2019exposition au rayonnement \u00e9lectromagn\u00e9tique \u00e9mis par les bornes. Bien que ce dernier soit inf\u00e9rieur \u00e0 celui des r\u00e9seaux mobiles 3G et 4G, on observe une certaine m\u00e9fiance lors du d\u00e9ploiement de bornes Wi-Fi.\u00a0Les instances doivent \u00eatre inform\u00e9es en amont sur les usages du service et les conditions de d\u00e9ploiement, et rassur\u00e9es sur les risques relatifs \u00e0 l\u2019\u00e9mission d\u2019ondes radio.<\/span><\/p>\n

Enfin, les entreprises doivent faire face \u00e0 d\u2019importantes probl\u00e9matiques de s\u00e9curit\u00e9\u00a0: dans le cas d\u2019une mutualisation des infrastructures, les flux collaborateurs et invit\u00e9s doivent \u00eatre s\u00e9par\u00e9s afin d\u2019assurer la protection des donn\u00e9es de l\u2019entreprise\u2026 et celles des invit\u00e9s… Par exemple, une soci\u00e9t\u00e9 allemande de \u00ab\u00a0hacking \u00e9thique\u00a0\u00bb <\/a>qui souhaite mettre en \u00e9vidence \u00ab\u00a0le m\u00e9pris total pour la s\u00e9curit\u00e9 informatique des gens quand ils se d\u00e9placent\u00a0\u00bb a mis en place une borne Wi-Fi fictive qui a permis de r\u00e9colter les donn\u00e9es personnelles<\/a> (identifiants et mots de passe, e-mails etc.) de plus de 250 utilisateurs imprudents en seulement 30 minutes.<\/p>\n

<\/p>\n

<\/p>\n

A l\u2019heure de l\u2019hyper connectivit\u00e9 et de l\u2019hyper mobilit\u00e9, le Wi-Fi offre donc des perspectives \u00a0<\/span>\u00e9videntes dans le retail pour attirer de nouveaux clients, Il appara\u00eet \u00e9galement comme un outil indispensable \u00a0<\/span>pour les entreprises qui veulent moderniser leur image et offrir toujours plus de confort \u00e0 leurs collaborateurs. Le Wi-Fi est-il un premier levier \u00a0<\/span>vers un mode de consommation tout digital\u00a0? \u00a0<\/span>L\u2019arriv\u00e9e de nouvelles offres de WiFi dans des environnements de plus en plus atypiques et complexes, tels que l\u2019avion, <\/a>semblent donner un d\u00e9but de r\u00e9ponse\u2026<\/span><\/p>\n

<\/p>\n

 <\/p>\n

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

Le Wi-Fi, la r\u00e9ponse \u00e0 un besoin devenu \u00ab\u00a0vital\u00a0\u00bb \u2026 \u00c0 leur arriv\u00e9e dans un nouveau lieu de s\u00e9jour ou d\u2019attente (h\u00f4tel, restaurant, a\u00e9roport train\u2026), combien de personnes ont pour premier r\u00e9flexe de regarder si des hotspots Wi-Fi sont disponibles…<\/p>\n","protected":false},"author":298,"featured_media":5797,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"page-templates\/tmpl-one.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[],"tags":[],"coauthors":[],"class_list":["post-5940","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\n\u00ab Yes, Wi-Fi can ! \u00bb : enjeux et r\u00e9flexions autour du Wi-Fi dans le retail - RiskInsight<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.riskinsight-wavestone.com\/2014\/11\/yes-wi-fi-can-enjeux-reflexions-autour-du-wi-fi-retail\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00ab Yes, Wi-Fi can ! 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