{"id":6041,"date":"2014-11-17T09:00:02","date_gmt":"2014-11-17T08:00:02","guid":{"rendered":"http:\/\/www.solucom-insight.fr\/?p=6041"},"modified":"2015-02-05T17:05:56","modified_gmt":"2015-02-05T16:05:56","slug":"assurance-4-cles-pour-relever-le-defi-des-objets-connectes","status":"publish","type":"post","link":"https:\/\/www.riskinsight-wavestone.com\/en\/2014\/11\/assurance-4-cles-pour-relever-le-defi-des-objets-connectes\/","title":{"rendered":"Assurance : 4 cl\u00e9s pour relever le d\u00e9fi des objets connect\u00e9s"},"content":{"rendered":"<p><em>Les g\u00e9ants du web investissent massivement dans tous les domaines des objets connect\u00e9s (Google Car, thermostat Nest, Apple Watch&#8230;). Les grands industriels (constructeurs automobiles, op\u00e9rateurs t\u00e9l\u00e9coms, \u00e9nerg\u00e9ticiens, \u00e9quipementiers) multiplient les initiatives. Des start-ups se cr\u00e9ent quotidiennement et rivalisent de cr\u00e9ativit\u00e9. Enfin, les pouvoirs publics s\u2019emparent du sujet et soutiennent de nouvelles exp\u00e9rimentations. Les assureurs doivent s\u2019ins\u00e9rer dans ce mouvement s\u2019ils ne veulent pas se voir cantonn\u00e9s au mieux \u00e0 un r\u00f4le d\u2019indemnisation, sans relation avec les clients finaux. Mais ils ne pourront relever ce d\u00e9fi qu\u2019\u00e0 4 conditions :<\/em><\/p>\n<h2>Capitaliser sur leurs forces et leur l\u00e9gitimit\u00e9 pour proposer des offres \u00e0 forte valeur ajout\u00e9e<\/h2>\n<p><b>\u00a0<\/b>Pour gagner leur place dans ce march\u00e9 en construction et convaincre les consommateurs, les assureurs doivent proposer de nouveaux produits offrant une proposition de valeur forte et diff\u00e9renciante, fond\u00e9s sur une tarification personnalis\u00e9e, un univers de services proposant un accompagnement complet et une nouvelle exp\u00e9rience client. Ils y parviendront en capitalisant sur leur l\u00e9gitimit\u00e9, en automobile et en MRH d\u2019abord.<\/p>\n<p>Dans le domaine plus complexe de la sant\u00e9, ils doivent saisir l\u2019opportunit\u00e9 offerte de jouer un r\u00f4le central dans la pr\u00e9vention, les parcours de soin et le maintien \u00e0 domicile des personnes d\u00e9pendantes. Leur l\u00e9gitimit\u00e9 sur le sujet reste cependant \u00e0 construire. Elle s\u2019imposera via de nouveaux partenariats (avec les pouvoirs publics, les professionnels de sant\u00e9, des partenaires technologiques innovants) et, l\u00e0 encore, en capitalisant sur leurs offres existantes (programmes de pr\u00e9vention, t\u00e9l\u00e9assistance\u2026).<\/p>\n<h2>Gagner la confiance des consommateurs<\/h2>\n<p>\u00ab Connect\u00e9, donc plus de vie priv\u00e9e&#8230; \u00bb : un exemple de r\u00e9action qui traduit le sentiment g\u00e9n\u00e9ral vis \u00e0 vis des objets connect\u00e9s. Les inqui\u00e9tudes suscit\u00e9es aupr\u00e8s du grand public par l\u2019usage des donn\u00e9es personnelles collect\u00e9es par les objets connect\u00e9s constituent un des freins majeurs \u00e0 leur d\u00e9veloppement. Comment convaincre les clients de passer outre cette m\u00e9fiance, de s\u2019\u00e9quiper d\u2019objets connect\u00e9s et, surtout, de confier ces donn\u00e9es \u00e0 leur assureur ? En les rassurant sur leurs usages : les donn\u00e9es sont utilis\u00e9es dans leur int\u00e9r\u00eat (am\u00e9liorer leur qualit\u00e9 de vie, leur proposer des tarifs plus avantageux\u2026) et en toute s\u00e9curit\u00e9 (donn\u00e9es anonymis\u00e9es, chiffr\u00e9es, supprim\u00e9es rapidement\u2026). Autrement dit, pour lever ces inqui\u00e9tudes, les assureurs devront proposer \u00e0 leurs clients un v\u00e9ritable contrat de confiance. Il d\u00e9finira clairement l\u2019usage qui sera fait des donn\u00e9es collect\u00e9es, les modalit\u00e9s d\u2019acc\u00e8s et le droit \u00e0 leur effacement, tout en garantissant leur s\u00e9curit\u00e9.<\/p>\n<p>En d\u00e9finitive, quatre axes doivent \u00eatre privil\u00e9gi\u00e9s par les assureurs dans ce domaine\u00a0: construire une offre transparente, prendre en compte le respect de la vie priv\u00e9e d\u00e8s l\u2019\u00e9laboration de l\u2019offre, se mettre en conformit\u00e9 avec la l\u00e9gislation et notamment la loi Informatique et Libert\u00e9s, et enfin sensibiliser les utilisateurs aux mesures de s\u00e9curit\u00e9 indispensables \u00e0 la protection de leurs donn\u00e9es.<\/p>\n<h2>Cr\u00e9er ou s\u2019inscrire dans de nouveaux \u00e9cosyst\u00e8mes<\/h2>\n<p>Si l\u2019assureur est l\u00e9gitime sur son march\u00e9 et qu\u2019il a une proposition de valeur forte, une int\u00e9gration de la cha\u00eene de valeur peut \u00eatre l\u00e9gitime. Cette strat\u00e9gie lui permettra de garder la ma\u00eetrise de son offre et des gains qu\u2019elle g\u00e9n\u00e8re. En revanche, si la l\u00e9gitimit\u00e9 de l\u2019assureur reste \u00e0 asseoir et si sa proposition de valeur repose essentiellement sur des services venant compl\u00e9ter ceux d\u00e9j\u00e0 port\u00e9s par un objet connect\u00e9, alors l\u2019assureur choisira la strat\u00e9gie inverse : mettre en avant l\u2019objet, capitaliser sur la marque de son fabriquant, quitte \u00e0 moins ma\u00eetriser la cha\u00eene de valeur.<\/p>\n<p>Quoi qu\u2019il en soit, sur ce march\u00e9 encore en construction, les assureurs devront multiplier les initiatives et les partenariats avant que des standards technologiques et commerciaux n\u2019\u00e9mergent. Cr\u00e9er ou s\u2019int\u00e9grer \u00e0 de nouveaux \u00e9cosyst\u00e8mes, avec des acteurs diff\u00e9rents des partenaires habituels des assureurs (start-ups innovantes, industriels, collectivit\u00e9s locales, sp\u00e9cialistes de la relation client\u2026) et reposant sur de nouveaux types de partenariats, constituera une des cl\u00e9s du succ\u00e8s.<\/p>\n<h2>Adapter leurs m\u00e9thodes de travail et leurs syst\u00e8mes d\u2019information<\/h2>\n<p>La r\u00e9volution des objets connect\u00e9s sera aussi une r\u00e9volution interne aux organisations. Elle implique notamment de modifier les m\u00e9thodes de cr\u00e9ation et de lancement d\u2019offres, via des \u00e9quipes plus agiles, associant experts marketing, juridiques, techniques et de la s\u00e9curit\u00e9 ; changer les techniques actuarielles pour prendre en compte de nouvelles donn\u00e9es, plus nombreuses, moins structur\u00e9es ; adapter les circuits de distribution pour pouvoir proposer des objets physiques et toucher de nouveaux publics ; adapter les syst\u00e8mes d\u2019information pour pouvoir collecter, stocker et traiter les donn\u00e9es issues des objets connect\u00e9s et en garantir la s\u00e9curit\u00e9. Autant de challenges \u00e0 relever pour ne pas se laisser distancer et prendre une place de choix sur ce march\u00e9.<\/p>\n<p><i>Pour approfondir le sujet, <\/i><a href=\"http:\/\/www.solucom.fr\/publication\/assurance-comment-negocier-le-virage-des-objets-connectes\/\"><i>d\u00e9couvrez notre synth\u00e8se Solucom\u00a0: \u00ab\u00a0Assurance\u00a0: comment n\u00e9gocier le virage des objets connect\u00e9s\u00a0?\u00a0\u00bb<\/i><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les g\u00e9ants du web investissent massivement dans tous les domaines des objets connect\u00e9s (Google Car, thermostat Nest, Apple Watch&#8230;). Les grands industriels (constructeurs automobiles, op\u00e9rateurs t\u00e9l\u00e9coms, \u00e9nerg\u00e9ticiens, \u00e9quipementiers) multiplient les initiatives. Des start-ups se cr\u00e9ent quotidiennement et rivalisent de cr\u00e9ativit\u00e9&#8230;.<\/p>\n","protected":false},"author":103,"featured_media":6117,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"page-templates\/tmpl-one.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38],"tags":[197,1708,1709,1498,1710],"coauthors":[943],"class_list":["post-6041","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-assurance","tag-assurance-2","tag-internet-of-things","tag-iot","tag-objets-connectes","tag-transformation-numerique"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Assurance : 4 cl\u00e9s pour relever le d\u00e9fi des objets connect\u00e9s - RiskInsight<\/title>\n<meta name=\"description\" content=\"Assurance : 4 cl\u00e9s pour relever le d\u00e9fi des objets connect\u00e9s\" \/>\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\/assurance-4-cles-pour-relever-le-defi-des-objets-connectes\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Assurance : 4 cl\u00e9s pour relever le d\u00e9fi des objets connect\u00e9s - 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