{"id":6768,"date":"2014-12-29T15:19:15","date_gmt":"2014-12-29T14:19:15","guid":{"rendered":"http:\/\/www.solucom-insight.fr\/?p=6768"},"modified":"2015-02-19T18:05:04","modified_gmt":"2015-02-19T17:05:04","slug":"la-valorisation-de-la-donnee-dans-lenergie-le-point-de-vue-de-la-start","status":"publish","type":"post","link":"https:\/\/www.riskinsight-wavestone.com\/en\/2014\/12\/la-valorisation-de-la-donnee-dans-lenergie-le-point-de-vue-de-la-start\/","title":{"rendered":"La valorisation de la donn\u00e9e dans l’\u00e9nergie : le point de vue de la start-up"},"content":{"rendered":"

Start-ups<\/em> digitales, pure players<\/em>, \u00e9nerg\u00e9ticiens, entit\u00e9s agiles au sein de grands groupes\u2026 l\u2019\u00e9cosyst\u00e8me de la valorisation de la donn\u00e9e dans l\u2019\u00e9nergie est compos\u00e9 d\u2019acteurs aux profils et aux enjeux diff\u00e9rents.\u00a0Lors de l’Atelier qui \u00e9tait consacr\u00e9 \u00e0 cette probl\u00e9matique en 2014, Solucom a justement permis de mettre en lumi\u00e8re deux points de vue cruciaux du march\u00e9 : celui d’un \u00e9nerg\u00e9ticien et celui d’une start-up<\/em>. Voici dans ce 1er \u00e9pisode les convictions de Fred Potter, Netatmo, sur le devenir du secteur de l’\u00e9nergie.<\/p>\n

Par analogie avec les transformations d\u2019autres secteurs, quelles perspectives entrevoit-on sur le march\u00e9 de l\u2019\u00e9nergie ?<\/h2>\n

En 20 ans, le secteur du high tech<\/em> a subi de nombreuses transformations digitales et num\u00e9riques, qui ont sembl\u00e9 surprendre les acteurs. Par exemple, des offres gratuites et illimit\u00e9es dans les t\u00e9l\u00e9coms. Ces nouvelles offres s\u00e9duisent les consommateurs et suppriment les interm\u00e9diaires.
\nDans l\u2019h\u00f4tellerie, les grands groupes se plaignaient des agents de voyage qui prenaient 25% de commission. Ils ont accept\u00e9 l\u2019arriv\u00e9e des acteurs du digital comme Booking.com pour augmenter leurs marges. R\u00e9sultat : la valeur est d\u00e9sormais pr\u00e9empt\u00e9e par trois marchands dans le monde qui imposent leurs clauses aux h\u00f4teliers et captent l\u2019essentiel de leur marge.
\nCela vaut aussi pour l\u2019industrie musicale avec l\u2019arriv\u00e9e de Spotify ou Deezer. L\u2019\u00e9nergie sera \u00e9galement concern\u00e9e. C\u2019est le sens du rachat de Nest par Google. Le g\u00e9ant du web est un sp\u00e9cialiste de l\u2019interposition digitale. Ce rachat lui permettra de discuter directement avec le consommateur, pour lui vendre de l\u2019\u00e9lectricit\u00e9, de l\u2019effacement\u2026
\nLe salut des acteurs de l\u2019\u00e9nergie d\u00e9pendra de leur capacit\u00e9 \u00e0 proposer des produits attractifs. Il y a une demande soci\u00e9tale pour cela, qui sera de toute fa\u00e7on servie.<\/p>\n

Quel est le positionnement de Netatmo sur la valorisation des donn\u00e9es ?<\/h2>\n

Notre business model<\/em> est celui d\u2019un \u00e9quipementier. Les donn\u00e9es sont un moyen d\u2019\u00e9tendre notre distribution. Nous en r\u00e9coltons un volume tr\u00e8s important, que nous pourrions valoriser en \u00e9change de nouveaux canaux de distribution.
\nPlus largement, nous offrons des solutions s\u00e9duisantes, ergonomiques et simples gr\u00e2ce \u00e0 une solution de gestion des donn\u00e9es dans le Cloud<\/em>. Notre offre est sans abonnement et nous proposons des services gratuits pour valoriser l\u2019\u00e9quipement, par exemple des benchmarks pour \u00e9valuer la performance \u00e9nerg\u00e9tique.
\nNotre positionnement est r\u00e9solument B2C : nous souhaitons d\u00e9clencher l\u2019adh\u00e9sion du consommateur, avec un b\u00e9n\u00e9fice direct et visible.<\/p>\n

Que pensez-vous des partenariats entre start-ups<\/em> et \u00e9nerg\u00e9ticiens ? Qu\u2019attendez-vous d\u2019eux ?<\/h2>\n

Faisons une analogie avec les t\u00e9l\u00e9coms : dans les ann\u00e9es 2000, \u00e0 chaque fois qu\u2019Orange voulait ajouter une fonctionnalit\u00e9 dans la Livebox, l\u2019ensemble de ses fournisseurs devait l\u2019int\u00e9grer dans leur syst\u00e8me, ce qui entra\u00eenait un d\u00e9lai de 18 mois. \u00c0 l\u2019oppos\u00e9, Free avait choisi une approche radicalement diff\u00e9rente\u00a0: la symbiose avec un seul fournisseur qui a d\u00e9montr\u00e9 son efficacit\u00e9 en termes de time-to-market<\/em>.<\/p>\n

Netatmo veut proposer des \u00e9quipements communicants pour cr\u00e9er le d\u00e9sir de piloter sa consommation \u00e9nerg\u00e9tique. Nous les vendrons par tous les canaux possibles, notamment en d\u00e9veloppant une marque vers le consommateur lui-m\u00eame, voire pourquoi pas via les \u00e9nerg\u00e9ticiens. Nous n\u2019avons pas les pr\u00e9tentions d\u2019arbitrer le march\u00e9 de l\u2019\u00e9nergie. Ce march\u00e9 est fortement demandeur de partenariats. Tous les canaux vont se r\u00e9veiller. Les clients vont demander \u00e0 leur installateur de chaudi\u00e8re gaz de leur installer les thermostats gaz qu\u2019ils d\u00e9sirent. Cela repr\u00e9sente 71% de taux de p\u00e9n\u00e9tration pour nous. Les \u00e9nerg\u00e9ticiens seront un canal de vente parmi d\u2019autres.<\/p>\n

Quels sont les perspectives pour le march\u00e9 de l\u2019\u00e9nergie, sur les volets B2B et B2C ?<\/h2>\n

Sur le march\u00e9 B2C des objets connect\u00e9s, nous pensons que le pilotage des d\u00e9penses n\u2019est pas le principal levier. Pour le consommateur final, c\u2019est la probl\u00e9matique du confort qui domine, notamment via son pilotage. Toujours sur le B2C, la valorisation des donn\u00e9es vers d\u2019autres cibles par agr\u00e9gation ne correspond pas \u00e0 notre positionnement actuel.
\nJe connais moins le march\u00e9 B2B car nous n\u2019y sommes pas actifs. De nombreuses soci\u00e9t\u00e9s sont d\u00e9j\u00e0 positionn\u00e9es sur les \u00e9quipements de mesure et de pilotage \u00e9nerg\u00e9tique. Il me semble que c\u2019est une comp\u00e9tence essentielle du m\u00e9tier de gestionnaire d\u2019\u00e9nergie.<\/p>\n","protected":false},"excerpt":{"rendered":"

Start-ups digitales, pure players, \u00e9nerg\u00e9ticiens, entit\u00e9s agiles au sein de grands groupes\u2026 l\u2019\u00e9cosyst\u00e8me de la valorisation de la donn\u00e9e dans l\u2019\u00e9nergie est compos\u00e9 d\u2019acteurs aux profils et aux enjeux diff\u00e9rents.\u00a0Lors de l’Atelier qui \u00e9tait consacr\u00e9 \u00e0 cette probl\u00e9matique en 2014,…<\/p>\n","protected":false},"author":392,"featured_media":6770,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"page-templates\/tmpl-one.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[40,34],"tags":[189,1775,1776],"coauthors":[1777],"class_list":["post-6768","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-energie-utilities","category-strategie-d-entreprise","tag-big-data","tag-secteur-energie","tag-valorisation-des-donnees"],"acf":[],"yoast_head":"\nLa valorisation de la donn\u00e9e dans l'\u00e9nergie : le point 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