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DOMINIQUE DELPORT - HAVAS MEDIA FRANCE
             18 OCT 2012
Mc Luhan ‘s Prophecy




Marshal Mc Luhan (1967) :
The new electronic interdependence recreates the world at the
image of a Global Village » (The Medium is the Message, p. 67).
WW : Explosion continue des plateformes sociales
WW : Rien ne se perd, tout se recrée...même myspace




                  new.myspace.com :
       myspace + path + pinterest + tumblr + iTunes
Global)Internet)Popula4on)
              2,500"




              2,000"




              1,500"
(millions))




              1,000"




               500"




                  0"
                   1990" 1991" 1992" 1993" 1994" 1995" 1996" 1997" 1998" 1999" 2000" 2001" 2002" 2003" 2004" 2005" 2006" 2007" 2008" 2009" 2010" 2011"
                     Source:(Interna-onal(Communica-on(Union,(Google(
Global&Internet&Popula*on&
              7,000"


              6,000"


              5,000"


              4,000"
(millions)&




              3,000"                                                    Global&Popula*on&


              2,000"


              1,000"
                                                                                                                   Internet&Popula*on&

                  0"
                   1990" 1991" 1992" 1993" 1994" 1995" 1996" 1997" 1998" 1999" 2000" 2001" 2002" 2003" 2004" 2005" 2006" 2007" 2008" 2009" 2010" 2011"
                     Source:(Interna-onal(Communica-on(Union,(Google(
WW : Explosion continue des usages mobiles


                                                               Global)Internet)Device)Sales)
          )3,000,000,000))




          )2,500,000,000))




          )2,000,000,000))                                                                                                                                        Tablets)




   Units) )1,500,000,000))
                                                                                                          We are here

          )1,000,000,000))                                                                                                                               Smartphones)



           )500,000,000))



                                                                                                                  Personal)Computers)
                      )3))))
                           2000)      2001)      2002)      2003)      2004)      2005)      2006)      2007)     2008)   2009)   2010)   2011) 2012E) 2013E) 2014E) 2015E) 2016E)
                             Source:(Gartner,(IDC,(Strategy(Analy5cs,(company(filings,(BI(Intelligence(es5mates(
WW : Plus de mobile, plus de social


                               75%#

                                                                                                                  70%#




                                                                                                                  55%#
     %#of#Traffic#from#Mobile#




                                                                                         Pandora#
                               50%#

                                                                                                    Twi6er#


                                                                                                                  33%#
                                                                                             Facebook#
                               25%#




                                                5%#

                                               1%#
                                0%#
                                                 2008#                      2009#             2010#           2011#
                                      Source:#Mary#Meeker,#Kleiner#Perkins,#companies#
2013 : Quels enjeux Pub & Médias ?
US : Explosion continue de la pub online


                                                U.S.)Digital)Adver6sing)
                $35#


                $30#


                $25#
  (billions))




                $20#


                $15#


                $10#


                 $5#


                 $0#
                   1995# 1996# 1997# 1998# 1999# 2000# 2001# 2002# 2003# 2004# 2005# 2006# 2007# 2008# 2009# 2010# 2011#
                     Source:(IAB(
US : Mais 20% ( seulement IP nets )


                                                     U.S.&Adver4sing&
                 $180#

                 $160#

                 $140#

                 $120#
   (billions)&




                 $100#

                  $80#
                                                                     Offline&
                  $60#

                  $40#

                  $20#
                                                                                               Online&
                   $0#
                     1995# 1996# 1997# 1998# 1999# 2000# 2001# 2002# 2003# 2004# 2005# 2006# 2007# 2008# 2009# 2010# 2011#
                       Source:(IAB,(U.S.(Census(Bureau,(Stategy(Analy7cs.(BI(Intelligence(es7mates((
US : 2ème média après TV

                                                U.S.$Adver*sing,$2006:2011$
             $80,000$


                                                                                                                                                                                   4%$
             $70,000$
                                                                                                                                                                                   7%$
                                                                    Outdoor$
             $60,000$       6%$                                         Radio$                                                                                                     9%$

                            11%$
             $50,000$                                                                  Print$
                            20%$                                                                                                                                                   38%$
   U.S.$
Adver*sing$ $40,000$
 Revenue$                                                                                    Online$
                            23%$
 (millions)$ $30,000$


             $20,000$

                            41%$                                                                        Television$                                                                42%$
             $10,000$


                  $0$
                    2006$                            2007$                             2008$                            2009$                            2010$                            2011$
                        Source:$Company$filings$and$BI$Intelligence$esEmates.$Companies$include:$Google,$Yahoo,$AOL,$MicrosoN,$Facebook,$Time$Warner,$Disney,$Viacom,$CBS,$News$$
                        Corp,$New$York$Times,$GanneX,$McClatchy,$Time$Inc,$Entercom,$CBS$Radio,$Clear$Channel,$Citadel,$Cum$
US : Plateformes vs Portails



                                          U.S%Digital%Adver:sing:%Winners%And%Losers%
            $9,000#


            $8,000#                                                                                                                                     11%%



            $7,000#
                                                                                                                                Facebook%               15%%


            $6,000#                                                                                                        Other%

  Digital% $5,000#
Adver:sing%
 Revenue%
 (millions)% $4,000#                                                                                                                                    55%%

                        6%%
                                                                                                                 Google%
            $3,000#
                        40%%

            $2,000#                          AOL%
                        13%%
                                                Microso+%                                                                                               4%%
                        11%%
            $1,000#                                                                                                                                     8%%
                        30%%                                   Yahoo%
                                                                                                                                                        7%%
                 $0#
                   2Q06# 3Q06# 4Q06#1Q07# 2Q07# 3Q07# 4Q07# 1Q08# 2Q08# 3Q08# 4Q08# 1Q09# 2Q09# 3Q09# 4Q09# 1Q10# 2Q10# 3Q10# 4Q10#1Q11# 2Q11# 3Q11# 4Q11# 1Q12#

                       Source:(company(filings,(BII(es6mates(
US : Plateformes Sociales vs Portails



                                Average'Time'Spent:'Portals'vs.'Social'Networks'(U.S.)'
                 30'


                                                                                                                  Social'Networks'
                 25'




                 20'


                                                                                            Portals'
Average'Minutes'
                 15'
 Per'Usage'Day'



                 10'




                  5'




                  0'
                        Nov62010' Dec62010' Jan62011' Feb62011' Mar62011' Apr62011' May62011' Jun62011' Jul62011' Aug62011' Sep62011' Oct62011' Nov62011' Dec62011'

                       Source:(comScore(
US : Facebook loin devant


                                              Social!Networks:!Unique!Visitors!(U.S.)!
          !200,000!!
                                                                             Yahoo!Sites!                                                  Google!Sites!
          !180,000!!
                                                                                                             Facebook!
          !160,000!!


          !140,000!!


          !120,000!!
 onthly!
ue!Visitors!
 usands)! !100,000!!

            !80,000!!


            !60,000!!
                                                     LinkedIn!       TwiTer!                                                            Google+!
            !40,000!!


            !20,000!!
                                                                  Tumblr!
                                                                                                                     Pinterest!
                 !"!!!!
                          Nov"2010! Dec"2010! Jan"2011! Feb"2011!Mar"2011! Apr"2011!May"2011! Jun"2011! Jul"2011! Aug"2011!Sep"2011! Oct"2011! Nov"2011! Dec"2011!

                          Source:(comScore(
US : Plateformes vs Portails
E Commerce vs F Commerce


                                                   Drivers&of&ELCommerce&Traffic&
                 90.0%&



                 80.0%&



                 70.0%&



                 60.0%&



                 50.0%&
   Percentage&
    Of&Traffic&&
                 40.0%&             80.6%&



                 30.0%&



                 20.0%&



                 10.0%&

                                                     9.7%&     7.5%&      1.7%&     0.5%&     0.02%&
                  0.0%&
                                   Google&           Yahoo&    Bing&      AOL&    Facebook&   TwiBer&

                          Source:(RIchRelevance(
1: Social Médias : l’effet Booster
1/3   lecteur est adepte de la version papier
      & de la version électronique
+ d’écrans, + de lecteurs, + de revenus ?




Sources	
  :	
  Facebook	
  Insights	
  mai	
  2012	
  /	
  Médiamétrie	
  NetRa>ngs	
  Internet	
  fixe	
  Channel	
  avril	
  2012	
  /	
  
Médiamétrie	
  NetRa>ngs	
  Internet	
  mobile	
  Brand	
  Le	
  Monde	
  avril	
  2012	
  /	
  Médiamétrie	
  NetRa>ngs	
  panel	
  iPad	
  
Brand	
  Le	
  Monde	
  janvier-­‐mars	
  2012.
le social reader
8 millions de download
         40 000 / jour
 lecteur & prescripteur
1er groupe readers : les 18-24 ans
venus du monde entier ( Afrique, Latam, US...Uk)
75%
le temps passé à lire la presse
       augmente de pour les
     possesseurs de tablettes
1. Effet Booster

Ecosystems)expanding).).).)going)beyond)four)screens).).).)



      PC              smartphone           tablet             smart TV




Mac computers          iPhone               iPad              Apple TV




 Chrome browser        Android         Android tablets        Google TV




Windows, Office    Windows Phone         Windows 8              Xbox
1. Effet Booster
Social TV & Connected TV

it’s not people watching connected TV
   it’s connected people watching TV
2: Social Média = l’effet Data
2: Social Média = l’effet Data




Marketing Data                                                Relational Data
High volume (esp. online) &                                   Ex: Gananones, Bledina
heterogeneity ; direct access for                             Variable potential depending
Danone                                                        on brands (involvement factor)




                                                                    3rd party
                                                             Bluekai, Weborama, Targus,
                                                                       Nielsen


                                                                   2nd party
                                                            Web partners, Affiliated sites,
                                                              Offline DB, SM pages



                                                                   1st party
Transactional Data                                                Website traffic,
POS : retailers mostly                                       Registration, Commerce,
Online : very scarce (myEvian                                Offline data, E-mails, Geo
                                                                      Searches
Evianchezvous, …)
2: Social Média = l’effet Data
Open Graph + Base Mail + Big Data = Social CRM
Social CRM = Real Time Reward
Social CRM = Social Gaming
Social CRM = Gamification
Social CRM = Data Visualisation
Social CRM = Open Graph
Social CRM = Mobile Marketing
Social CRM = Online Conversion
2: Social Média = l’effet Data




How can I buy smarter?                                                  What is the impact
                                                                         of social buzz on
What is the interaction                                                    conversions?
 between channels?
                                                                            How to optimize
      What is the                                                          the channel mix to
     impact of each                                                               ROI?
      touch point?
   What paths do                                                            How to credit
  customers take?                                                           events prior to
                                                                              the last ad?




 ArtemisTM is Havas Digital’s proprietary DMP. Built in 2000 by Havas Digital & Price
 Waterhouse Coopers. It currently holds 100+ terabytes of data in a central warehouse in
 Madrid & Boston. Havas Digital invests millions annually to continue to offer clients a best in
 class solution for data management.
2: Social Média = l’effet Data


Audience Targeting Platform, or   Demand-Side Platform, or           Data Management Platform, or
ATP, leverage real time           DSP, take full advantage of the    DMP, very fast cookie
technologies & data to define      liquidity of online inventory by   warehouse with the analytical
campaign specific audience         having access across multiple      firepower to crunch, de-
segments & integrate with any     exchanges, networks &              duplicate, and analyze campaign
buying platform
                  publishers, in real-time
          and non-campaign data on-
                                                                     demand
Ad Networks & Real Time Bidding
Welcome to the
« REAL TIME MEDIA »
THE INTERNATIONAL HAVAS TRADING DESK
Broad Reach /     Brand            3rd party data      OLV, rich media &
Quali Inventory   protection       integration         mobile




Bespoke Premium   Internet users   Real-time page      Dynamic creative
inventory         protection       contextualization   testing & optimization




            ATD OPERATING IN 60 COUNTRIES
From Real Time Data to
          « REAL TIME MEDIA »




   1ère salle de marchés médias en Europe
au coeur du Digital Village de Havas en France
3: Social Média : un effet Bulle ?




Une 3ème révolution industrielle est devant nous
US : New Media x3.5 = Old Media
                                                     New Media

                                                 Yahoo% Twi6er% Hulu%
                                                                      Ne;lix%
                                                Facebook%



                Old Media
                                           Amazon%
                   CBS'

         Viacom'
                            Disney'
    Time'
   Warner'
   Cable'

                                      Google%
 Time'Warner'                                                                   Apple%



                          Comcast'
         News'Corp'




 $366 Billion Market Value                $1,089 Billion Market Value
3: Dépasser l’effet Bulle




  NASDAQ,'1991*2004'
3: Dépasser l’effet Bulle




What’s	
  happening	
  to	
  Facebook	
  stock,
            x75	
  valuation	
  to	
  x45
  is	
  likely	
  a	
  common	
  transition…

   Momentum	
  (	
  high	
  expectations)
     then	
  Multiple	
  Compression
3: Dépasser l’effet Bulle
Nous sommes rentrés dans
une 3ème révolution industrielle

          information,
           commerce,

        puis énergie 2.0
        production 2.0
« hardware is the new software
   in a connected people-centric world »




   Nécessité pour toutes les organisations
d’anticiper cette 3ème révolution industrielle.
Social Media Tomorrow : conference with LinkedIn VP Mike Gamson ( his deck is not in this presentation) & Dominique Delport CEO Havas Media France( intro of the conference and current deck)

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Social Media Tomorrow : conference with LinkedIn VP Mike Gamson ( his deck is not in this presentation) & Dominique Delport CEO Havas Media France( intro of the conference and current deck)

  • 1. DOMINIQUE DELPORT - HAVAS MEDIA FRANCE 18 OCT 2012
  • 2. Mc Luhan ‘s Prophecy Marshal Mc Luhan (1967) : The new electronic interdependence recreates the world at the image of a Global Village » (The Medium is the Message, p. 67).
  • 3. WW : Explosion continue des plateformes sociales
  • 4. WW : Rien ne se perd, tout se recrée...même myspace new.myspace.com : myspace + path + pinterest + tumblr + iTunes
  • 5. Global)Internet)Popula4on) 2,500" 2,000" 1,500" (millions)) 1,000" 500" 0" 1990" 1991" 1992" 1993" 1994" 1995" 1996" 1997" 1998" 1999" 2000" 2001" 2002" 2003" 2004" 2005" 2006" 2007" 2008" 2009" 2010" 2011" Source:(Interna-onal(Communica-on(Union,(Google(
  • 6. Global&Internet&Popula*on& 7,000" 6,000" 5,000" 4,000" (millions)& 3,000" Global&Popula*on& 2,000" 1,000" Internet&Popula*on& 0" 1990" 1991" 1992" 1993" 1994" 1995" 1996" 1997" 1998" 1999" 2000" 2001" 2002" 2003" 2004" 2005" 2006" 2007" 2008" 2009" 2010" 2011" Source:(Interna-onal(Communica-on(Union,(Google(
  • 7.
  • 8. WW : Explosion continue des usages mobiles Global)Internet)Device)Sales) )3,000,000,000)) )2,500,000,000)) )2,000,000,000)) Tablets) Units) )1,500,000,000)) We are here )1,000,000,000)) Smartphones) )500,000,000)) Personal)Computers) )3)))) 2000) 2001) 2002) 2003) 2004) 2005) 2006) 2007) 2008) 2009) 2010) 2011) 2012E) 2013E) 2014E) 2015E) 2016E) Source:(Gartner,(IDC,(Strategy(Analy5cs,(company(filings,(BI(Intelligence(es5mates(
  • 9. WW : Plus de mobile, plus de social 75%# 70%# 55%# %#of#Traffic#from#Mobile# Pandora# 50%# Twi6er# 33%# Facebook# 25%# 5%# 1%# 0%# 2008# 2009# 2010# 2011# Source:#Mary#Meeker,#Kleiner#Perkins,#companies#
  • 10. 2013 : Quels enjeux Pub & Médias ?
  • 11. US : Explosion continue de la pub online U.S.)Digital)Adver6sing) $35# $30# $25# (billions)) $20# $15# $10# $5# $0# 1995# 1996# 1997# 1998# 1999# 2000# 2001# 2002# 2003# 2004# 2005# 2006# 2007# 2008# 2009# 2010# 2011# Source:(IAB(
  • 12. US : Mais 20% ( seulement IP nets ) U.S.&Adver4sing& $180# $160# $140# $120# (billions)& $100# $80# Offline& $60# $40# $20# Online& $0# 1995# 1996# 1997# 1998# 1999# 2000# 2001# 2002# 2003# 2004# 2005# 2006# 2007# 2008# 2009# 2010# 2011# Source:(IAB,(U.S.(Census(Bureau,(Stategy(Analy7cs.(BI(Intelligence(es7mates((
  • 13. US : 2ème média après TV U.S.$Adver*sing,$2006:2011$ $80,000$ 4%$ $70,000$ 7%$ Outdoor$ $60,000$ 6%$ Radio$ 9%$ 11%$ $50,000$ Print$ 20%$ 38%$ U.S.$ Adver*sing$ $40,000$ Revenue$ Online$ 23%$ (millions)$ $30,000$ $20,000$ 41%$ Television$ 42%$ $10,000$ $0$ 2006$ 2007$ 2008$ 2009$ 2010$ 2011$ Source:$Company$filings$and$BI$Intelligence$esEmates.$Companies$include:$Google,$Yahoo,$AOL,$MicrosoN,$Facebook,$Time$Warner,$Disney,$Viacom,$CBS,$News$$ Corp,$New$York$Times,$GanneX,$McClatchy,$Time$Inc,$Entercom,$CBS$Radio,$Clear$Channel,$Citadel,$Cum$
  • 14. US : Plateformes vs Portails U.S%Digital%Adver:sing:%Winners%And%Losers% $9,000# $8,000# 11%% $7,000# Facebook% 15%% $6,000# Other% Digital% $5,000# Adver:sing% Revenue% (millions)% $4,000# 55%% 6%% Google% $3,000# 40%% $2,000# AOL% 13%% Microso+% 4%% 11%% $1,000# 8%% 30%% Yahoo% 7%% $0# 2Q06# 3Q06# 4Q06#1Q07# 2Q07# 3Q07# 4Q07# 1Q08# 2Q08# 3Q08# 4Q08# 1Q09# 2Q09# 3Q09# 4Q09# 1Q10# 2Q10# 3Q10# 4Q10#1Q11# 2Q11# 3Q11# 4Q11# 1Q12# Source:(company(filings,(BII(es6mates(
  • 15. US : Plateformes Sociales vs Portails Average'Time'Spent:'Portals'vs.'Social'Networks'(U.S.)' 30' Social'Networks' 25' 20' Portals' Average'Minutes' 15' Per'Usage'Day' 10' 5' 0' Nov62010' Dec62010' Jan62011' Feb62011' Mar62011' Apr62011' May62011' Jun62011' Jul62011' Aug62011' Sep62011' Oct62011' Nov62011' Dec62011' Source:(comScore(
  • 16. US : Facebook loin devant Social!Networks:!Unique!Visitors!(U.S.)! !200,000!! Yahoo!Sites! Google!Sites! !180,000!! Facebook! !160,000!! !140,000!! !120,000!! onthly! ue!Visitors! usands)! !100,000!! !80,000!! !60,000!! LinkedIn! TwiTer! Google+! !40,000!! !20,000!! Tumblr! Pinterest! !"!!!! Nov"2010! Dec"2010! Jan"2011! Feb"2011!Mar"2011! Apr"2011!May"2011! Jun"2011! Jul"2011! Aug"2011!Sep"2011! Oct"2011! Nov"2011! Dec"2011! Source:(comScore(
  • 17. US : Plateformes vs Portails
  • 18. E Commerce vs F Commerce Drivers&of&ELCommerce&Traffic& 90.0%& 80.0%& 70.0%& 60.0%& 50.0%& Percentage& Of&Traffic&& 40.0%& 80.6%& 30.0%& 20.0%& 10.0%& 9.7%& 7.5%& 1.7%& 0.5%& 0.02%& 0.0%& Google& Yahoo& Bing& AOL& Facebook& TwiBer& Source:(RIchRelevance(
  • 19. 1: Social Médias : l’effet Booster
  • 20. 1/3 lecteur est adepte de la version papier & de la version électronique
  • 21. + d’écrans, + de lecteurs, + de revenus ? Sources  :  Facebook  Insights  mai  2012  /  Médiamétrie  NetRa>ngs  Internet  fixe  Channel  avril  2012  /   Médiamétrie  NetRa>ngs  Internet  mobile  Brand  Le  Monde  avril  2012  /  Médiamétrie  NetRa>ngs  panel  iPad   Brand  Le  Monde  janvier-­‐mars  2012.
  • 22. le social reader 8 millions de download 40 000 / jour lecteur & prescripteur
  • 23. 1er groupe readers : les 18-24 ans venus du monde entier ( Afrique, Latam, US...Uk)
  • 24. 75% le temps passé à lire la presse augmente de pour les possesseurs de tablettes
  • 25. 1. Effet Booster Ecosystems)expanding).).).)going)beyond)four)screens).).).) PC smartphone tablet smart TV Mac computers iPhone iPad Apple TV Chrome browser Android Android tablets Google TV Windows, Office Windows Phone Windows 8 Xbox
  • 27.
  • 28. Social TV & Connected TV it’s not people watching connected TV it’s connected people watching TV
  • 29. 2: Social Média = l’effet Data
  • 30. 2: Social Média = l’effet Data Marketing Data Relational Data High volume (esp. online) & Ex: Gananones, Bledina heterogeneity ; direct access for Variable potential depending Danone on brands (involvement factor) 3rd party Bluekai, Weborama, Targus, Nielsen 2nd party Web partners, Affiliated sites, Offline DB, SM pages 1st party Transactional Data Website traffic, POS : retailers mostly Registration, Commerce, Online : very scarce (myEvian Offline data, E-mails, Geo Searches Evianchezvous, …)
  • 31.
  • 32. 2: Social Média = l’effet Data
  • 33. Open Graph + Base Mail + Big Data = Social CRM
  • 34.
  • 35. Social CRM = Real Time Reward
  • 36. Social CRM = Social Gaming
  • 37. Social CRM = Gamification
  • 38. Social CRM = Data Visualisation
  • 39. Social CRM = Open Graph
  • 40. Social CRM = Mobile Marketing
  • 41. Social CRM = Online Conversion
  • 42. 2: Social Média = l’effet Data How can I buy smarter? What is the impact of social buzz on What is the interaction conversions? between channels? How to optimize What is the the channel mix to impact of each ROI? touch point? What paths do How to credit customers take? events prior to the last ad? ArtemisTM is Havas Digital’s proprietary DMP. Built in 2000 by Havas Digital & Price Waterhouse Coopers. It currently holds 100+ terabytes of data in a central warehouse in Madrid & Boston. Havas Digital invests millions annually to continue to offer clients a best in class solution for data management.
  • 43. 2: Social Média = l’effet Data Audience Targeting Platform, or Demand-Side Platform, or Data Management Platform, or ATP, leverage real time DSP, take full advantage of the DMP, very fast cookie technologies & data to define liquidity of online inventory by warehouse with the analytical campaign specific audience having access across multiple firepower to crunch, de- segments & integrate with any exchanges, networks & duplicate, and analyze campaign buying platform publishers, in real-time and non-campaign data on- demand
  • 44.
  • 45. Ad Networks & Real Time Bidding
  • 46. Welcome to the « REAL TIME MEDIA »
  • 47. THE INTERNATIONAL HAVAS TRADING DESK Broad Reach / Brand 3rd party data OLV, rich media & Quali Inventory protection integration mobile Bespoke Premium Internet users Real-time page Dynamic creative inventory protection contextualization testing & optimization ATD OPERATING IN 60 COUNTRIES
  • 48. From Real Time Data to « REAL TIME MEDIA » 1ère salle de marchés médias en Europe au coeur du Digital Village de Havas en France
  • 49. 3: Social Média : un effet Bulle ? Une 3ème révolution industrielle est devant nous
  • 50. US : New Media x3.5 = Old Media New Media Yahoo% Twi6er% Hulu% Ne;lix% Facebook% Old Media Amazon% CBS' Viacom' Disney' Time' Warner' Cable' Google% Time'Warner' Apple% Comcast' News'Corp' $366 Billion Market Value $1,089 Billion Market Value
  • 51. 3: Dépasser l’effet Bulle NASDAQ,'1991*2004'
  • 52. 3: Dépasser l’effet Bulle What’s  happening  to  Facebook  stock, x75  valuation  to  x45 is  likely  a  common  transition… Momentum  (  high  expectations) then  Multiple  Compression
  • 53.
  • 54.
  • 55.
  • 57. Nous sommes rentrés dans une 3ème révolution industrielle information, commerce, puis énergie 2.0 production 2.0
  • 58. « hardware is the new software in a connected people-centric world » Nécessité pour toutes les organisations d’anticiper cette 3ème révolution industrielle.