Slides for the FNEGE seminar 14-17 sep 2015

1. Globalisation : the Platform Era
Christophe @Benavent
Professor at niversity Paris Ouest

2. The internet Stratification
● 1990 : Databased Marketing
● 19 95 : The encyclopedic Web
● 2000 : e-commerce blossom
● 2005 : Social Media turn
● 2010 : Apps and Mobile
● 2015 : Big data era and IOT

5. 1850 : Navier-stokes
WAVEWATCH III™ (Tolman
1997, 1999a, 2009)
Based on
of the model WAVEWATCH,
as developed at Delft
University of Technology
(Tolman 1989, 1991a)

6. A question of Coordination
Locus principal de la
décision
individu Composant Collectif
décentralisé Marché : contrôle par les prix
résultats et incitations
monétaire convient aux
environnement dynamique et
homogène
Cluster
Clan : contrôle par la culture
et l'initiation nécessité par
l'absence de critère de
performance. Environnement
héterogène et stable.
Fédératif Classements Réseaux collège
Centralisé
Plateforme : contrôle par
l'information et haut degré
d'auto-contrôle par des
mécanismes de réputation.
Environnement dynamique et
hétérogène.
Compétence
Bureaucratie : contrôle par la
règle et les systèmes de
délégation qui convient à un
environnement stable et
homogène.
Niveau de
coordination

7. A world of data
BIG DATA
OPEN DATA
SELF DATA
SMALL DATA
OBJECT DATA
API
DEVICE
TEXT DATA
WEB
Camera
GIT HUB
r
VISUAL DATA
TAL
Dashboard

10. 4 Big Data Business Model
● The learning Model
● The Empowerment Model
● The Automation Model
● Data As Service Model

11. Modèle Compétence Enjeu Exemple
Automation Machine
learning et real
time
Infrastructure Pricing
Plateform
Empowerment Dash board et
visualisation
Sense-making
/ Motivation
Burberry's /La
Poste
Data-based
Services
Nudges et
Choice
architecture
Policies Google Now
Knowledge Data-mining et
GIS
None Cartographie
(fine)

12. Automation

13. Learning machine : ex Modèles MAB

14. Knowledge

15. How the world react to Tokyo Games 2024

16. Empowerment

17. Data as services

18. The Uber Case

19. A journey with Google Now

21. Relationship, interactions et privacy
Brand Relationship
(Trust and Commitment)
Touch Points
(Customer Experience
Management)
Sociale Prsence
Légitimacy
Satisfaction
Appropriation
Data
Personnalization

22. Need
Recognition
Information search
Evaluation
Decision
Purchase
Post Purchase
reaction
Consumer
Experience
Relationship : Commitment, Trust and self efficacy
Environment : Cultural and material condition
48% search on mobile
several time aday
82% Use their phone
is the street
40% have made
some consumer reviews
45% use comparaison
engine

23. Usage and customer
Different
Channels for
Different
Usages
Different channels for
Different customers
?
Cross channel
Business integration
Multi channel
Inter competition
Unique channel
Specialization
Transchannel
Organic integration

24. Logic of Platforms
● Network Externalities
● Long Tail
● Multiside Markets
● Matching Markets
● Crowdsourcing
● Reputation systems
=> How to manage ?
● Influencing behaviors to favour a global
response : gouvermentality
● Marketing : Nudges and Policies

25. Governementality
● Means
– Algorithm : search and recommendation engine,
notification and dashboard, recognition engine,..
● Policies : rules and enforcement
● Motivational devices :
– Gamification
– Reputation device
– Nudges

26. Governementality
● Michel Foucault : the Pastor figure :
– influence conduct to produce a desired collective
behavior

27. The Clubbing Issue
As Dating Platform: IRC, Meetic, AdopteunMec, Tinder,
Cam4

28. Every thing is a Screen

29. Feed back and nudges devices
● Recommendation system
● Feed back and notification
● Nudge

34. Algorithm is about Feed Back and
IoT

35. Nudging
● Default (pre-filled formulas)
● Simplification
● Use of social norms
● Increase in ease and convenience
● Disclosure ( component of a price)
● Warning and graphics
● Precommitment strategies
● Reminder
● Elicit intention
● Feed back

37. Policies
● The behavioral rules, distribution of rights and
roles :
● Surveillance and discipline

38. Motivational devices
● Ranking systems and social recognition
● Perks and status
● Gamification

39. Digital labor

41. Politics of algorihm
Une seule fois Occasionellement Plutôt fréquemment Très souvent
-1,5
-1,0
-,5
,0
,5
1,0
1,5
,0
5,0
10,0
15,0
20,0
25,0
30,0
35,0
40,0
45,0
50,0
Motivation par fréquence de publication
Proportion
Egoisme
Vengeance vs encouragement
Espérance de Réciprocité
Alternative à une autre solution
A l'issue d'un de vos voyage avez-vous publié un commentaire en ligne?
degrédemotivation
Proportiondel'échantillon

42. 22$ of difference (average : 140$)

43. Privacy paradox
Benéfices
Influence
sociale
Self efficacy
Awareness
Collection
Privacy
concern
Perceived Risk
Control
Protection

44. The question of digital sovereignty

45. Digital education