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"L'Économie de la souscription"... Quand l'abonné devient un usager "privilégié" puis... un captif ! - Regard d'espérance n° 320, Novembre 2017 - Economie et société - Centre Missionnaire Carhaix
Votre literie par abonnement, ça vous dit ? C’est l’une des dernières offres d’un phénomène de «consommation» qui, longtemps circonscrit à quelques secteurs de l’économie, tend aujourd’hui à se généraliser et devrait même, selon des analystes, devenir la norme d’ici quelques années ! Déplacements, loisirs, alimentation, culture, électroménager, etc. entreraient désormais dans une nouvelle ère: celle de l’économie de la souscription, de la consommation à l’usage et de l’abonnement, où les consommateurs se muent en abonnés !
«C’est l’avenir… car la meilleure manière de répondre à de nouvelles aspirations de nos concitoyens et enjeux de notre société», affirme Tien Tzuro, fondateur du cabinet californien Zuora, chantre mondial de cette «subscription economy». À l’en croire, devenir un abonné serait donc la panacée ! Vraiment ?
Se voir livrer régulièrement, «à l’heure du laitier», ce dont vous allez avoir besoin durant la journée, voilà donc un phénomène qui marquerait, en ce début du XXIe siècle, l’entrée dans un nouveau paradigme de consommation.
Si l’on en restait à ce simple exemple, nombreux seraient les anciens qui, à juste titre, en se remémorant le temps où ils trouvaient tous les matins sur le pas de leur porte, le pichet de lait déposé aux aurores, souriraient en pensant que décidément les entreprises semblent redécouvrir des pratiques jadis bien connues, voire parfois encore très répandues, tel le portage des journaux à domicile!
Louez vos habits, votre lit…
Toutefois, si l’on illustre ce qui est aujourd’hui présenté comme une tendance de consommation par d’autres exemples, la nuance voire «la révolution» en cours apparaît: ainsi le fabricant de rasoirs Bic propose-t-il, depuis le début de l’année 2017, de vous «abonner à un rasage parfait» avec son offre «Bic Shave Club»; dans le même temps, la Maison de la literie développe un abonnement avec option d’achat pour votre matelas, et la SNCF a lancé un forfait voyage illimité TGV Max… quand les Galeries Lafayette, en partenariat avec une start-up «l’Habibliothèque», propose une souscription mensuelle de location de vêtements!
Et la liste serait longue si l’on cherchait à être exhaustif. Car désormais les propositions abondent même dans les domaines comme la santé ou l’alimentation!
Mais à bien y regarder, ce nouveau «modèle», qui transforme le «consommateur» en «abonné» et privilégie l’usage à la possession, vient directement de l’économie du numérique.
Car, depuis maintenant plusieurs années, dans ce monde «dématérialisé», les géants américains de la musique et de la vidéo «en streaming» ont donné le ton!
Ainsi Spotify ou Deezer, avec leurs offres par abonnement, ont rendu caduc l’achat des bons vieux CD, en proposant la musique en écoute illimitée. Netflix et CanalPlay ont fait de même pour les films et les séries, quand Amazon, dans son «Kindle illimited», ouvrait à ses abonnés les portes de la plus grande librairie virtuelle, avec ses e-books en libre accès!
Des offres “liberté illimitée” !
En quelques années, ces firmes, devenues symboles de la «réussite à l’américaine», ont fait école… dans d’autres secteurs! Ainsi Stitch Fix, expert en coaching vestimentaire et mode, expédie des sélections de vêtements à ses abonnés, quand Birchbox approvisionne ses souscripteurs en produits cosmétiques, n’omettant pas de les «éduquer» au passage!
Dans le domaine de la santé, MyECG ou BW Check-up proposent des bilans de santé réguliers à distance, quand, dans votre cuisine, Blue Apron s’occupe de tout, «en offrant» à ses abonnés des ingrédients et les recettes qui vont avec! Et que dire de Surf Air qui, moyennant un forfait mensuel de 1950$, vous permet de voyager sans limite par avion!
«A l’avenir, la croissance viendra uniquement de cette économie de la souscription, qui progresse neuf fois plus vite que la moyenne des groupes de l’indice S&P 500», affirmait Tien Tzuo, en septembre dernier, à Paris.
Des esprits bien préparés !
Nous serions donc entrés dans «l’âge de l’accès» théorisé par Jeremy Rifkin. Où, avec l’avènement des NTIC, les marchés laissent la place aux réseaux, les biens aux services, les vendeurs aux prestataires et les acheteurs aux utilisateurs.
Exit la possession du produit! Voici la consommation, n’ayant comme autre finalité que d’apporter des solutions à des «problèmes ou désirs» du moment! Donc location et abonnement… seraient les maîtres mots, ouvrant le champ des possibles!
Vous avez besoin de vous déplacer? Vous faites appel à votre prestataire «facturation à l’utilisation», qui met à votre disposition tantôt une voiture, tantôt un vélo, etc.
Vous bricolez? Votre abonnement «outils et bricolage» vous fera parvenir la perceuse ou la scie circulaire dont vous avez momentanément besoin…
Vous voulez lire ou écouter de la musique?… Mais, nous y sommes déjà, me direz-vous! Oui, en partie, car cette manière de consommer se développe très rapidement. Ces cinq dernières années en France, le nombre moyen d’abonnements par personne aurait ainsi presque doublé! Les plus «réceptifs» à cette tendance sont les «urbains» de la génération Y, née après 1980 et avec l’informatique!
“Seule l’utilité compte” !
Il faut dire que les forfaits illimités, développés depuis deux décennies dans la téléphonie, les transports et les loisirs, ont préparé les esprits. Il y a dix ans, ces abonnements représentaient déjà 2% des dépenses totales des ménages. Que dire aujourd’hui?
Mais le pionnier, et symbole, de cette mutation restera l’industrie des logiciels qui, la première, n’a plus proposé que des licences d’utilisation de ses outils, hébergés dans des centres informatiques «dématérialisés», le fameux «cloud computing»!
Cette dématérialisation du marché et de la «consommation», Rifkin la prédisait au tournant des années 2000: «La plupart des biens et équipements coûteux seront, à l’avenir, fournis sous forme de bail à court terme, de location, de droit d’adhésion et autres types de services.»
La voiture (avec Autolib, Blablacar, Uber, Polestar et «traditionnels» loueurs) peut illustrer ce nouveau mode de consommation, mais l’exemple du lave-linge pour citadins demeure peut-être le plus parlant!
Car si l’acquérir (pour 300 euros et plus) est l’option choisie encore dans la majorité des cas, il est désormais aussi possible de s’abonner au modèle de son choix, tous frais d’entretien compris (à partir de 13€ par mois chez Lokéo), ou de louer son service dans une laverie automatique, voire, dans certaines grandes villes, d’opter pour un service de pressing livré à domicile (25 euros les 10 kg de linge au Lavoir moderne), etc.; ces deux dernières options libérant 1 mètre carré dans l’appartement!
Proximité client ou Big Brother ?
«Finis les problèmes de stockage, de service après-vente, d’assurance… Cette nouvelle forme de consommation libère le quotidien de certaines contraintes et l’esprit des soucis qui les accompagnent. On se concentre sur l’essentiel: l’utilité», expliquent, non sans être intéressés, les chantres de cette nouvelle donne.
Car l’intérêt pour les entreprises est évident… Une fois la pompe amorcée et les clients abonnés, les revenus sont prédictibles, les investissements plus aisés à planifier. De plus, le temps passant, la banque de données clients s’auto-alimentant, les prestataires pourront s’appuyer sur une «intelligence» de plus en plus fine du consommateur, pour construire et enrichir directement une offre d’abonnement qui sied à leurs clients!
Cette recherche de «proximité avec le client», sorte d’«intimité unilatérale», est désormais telle qu’Amazon a pu tester le concept de livraison anticipée du «produit que vous alliez commander»! Dès lors, des faces plus sombres du système se font jour.
«Big Brother is watching you…» prédisait G. Orwell.
Mais d’autres conséquences ne manquent pas d’alarmer.
Au-delà de la relation en asymétrie informationnelle, l’avènement de la «souscription economy» se traduit par une déshumanisation croissante des relations (et pas seulement commerciales), la consécration d’une vision utilitariste de l’existence, la perte de la notion même de valeur réelle (des biens et services dans un premier temps!) et la création à terme, inévitablement, d’une relation de dépendance, voire de captivité!
Rester libre !
Car, dans cet univers utilitariste global, où l’accès immédiat prime sur l’acquis durable, pour continuer à bénéficier d’un quelconque service, le client se devra de faire appel, toujours plus, aux prestataires de services. Le spectre d’un syndrome de dépendance généralisé «à la Monsanto» HF1 serait alors une réalité et non une dystopie !
Le monde change… Ne soyons pas comme le serpent qui, lorsqu’il mue, est aveugle! Mais sachons discerner le véritable progrès du simple mirage et, derrière parfois des apparences semblables, différencier l’utile du futile, le bénéfique du néfaste!
Et rappelons-nous que tous les slogans ne sont pas forcément des vérités : «Abonnez-vous qu’ils disaient … et vous verrez du pays !»
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