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26 février 2008

Recapitulatif Interviews d'auteurs et d'experts

22:05 Écrit par Denis Henri Failly dans Livre, Marketing, Prospective, Science | Lien permanent | Commentaires (0) | |  Facebook | | Pin it! |  Imprimer | | |

02 février 2008


En une image, l'Internet des objets (Internet of things, Ubimedia,ubi ordi, ubiquitous computing, ubi computing, Intelligence ambiante, technologies calmes, soft ambiance, pervasive computing, things that think, informatique diffuse, M2M, Machine to Machine...) selon moi.

Où comment nous allons passer du E-World (E- business, E services, E marketing...) au U-World (U business, U-services...) ubiquitaire, pervasif en attendant le N-World (Nano, Neuro...) beaucoup plus incertain voire anxiogène.



Naturellement un U-Marketing reste à inventer

20:10 Écrit par Denis Henri Failly dans Marketing, Prospective, Science | Lien permanent | Commentaires (0) | Tags : internet des objets, internet of things, ubimedia, ubicomp, ubiquité, u world | |  Facebook | | Pin it! |  Imprimer | | |

02 décembre 2007

HUMANITE 2.0, La bible du changement

Humanité 2.0,
La bible du changement

Une interview de Ray Kurzweil  autour de Humanité 2.0, La bible du changement (M21 Editions, 2007)
Titre original "The Singularity Is Near: When Humans Transcend Biology"



Denis Failly - Welcome Ray Kurzweil and thank you to grant me a interview for the french blog dedicated to innovation and futur: Les Entretiens du Futur. Let's go now in the heart of the matter. What is "Singularity" the center peace of your book  "The Singularity Is Near: When Humans Transcend Biology" ?

Ray Kurzveil - 0059e9fbab831b2f565910dce8a40994.jpgWithin a quarter century, nonbiological intelligence will match the range and subtlety of human intelligence. It will then soar past it because of the continuing acceleration of information-based technologies, as well as the ability of machines to instantly share their knowledge. Intelligent nanorobots will be deeply integrated in our bodies, our brains, and our environment, overcoming pollution and poverty, providing vastly extended longevity, full-immersion virtual reality incorporating all of the senses (like “The Matrix”), "experience beaming” (like “Being John Malkovich”), and vastly enhanced human intelligence.  The result will be an intimate merger between the technology-creating species and the technological evolutionary process it spawned.

Nonbiological intelligence will have access to its own design and will be able to improve itself in an increasingly rapid redesign cycle. We’ll get to a point where technical progress will be so fast that unenhanced human intelligence will be unable to follow it. That will mark the Singularity.

I set the date for the Singularity—representing a profound and disruptive transformation in human capability—as 2045. The nonbiological intelligence created in that year will be one billion times more powerful than all human intelligence today.

The term “Singularity” in my book is comparable to the use of this term by the physics community. Just as we find it hard to see beyond the event horizon of a black hole, we also find it difficult to see beyond the event horizon of the historical Singularity. How can we, with our limited biological brains, imagine what our future civilization, with its intelligence multiplied trillions-fold, be capable of thinking and doing? Nevertheless, just as we can draw conclusions about the nature of black holes through our conceptual thinking, despite never having actually been inside one, our thinking today is powerful enough to have meaningful insights into the implications of the Singularity. That’s what I’ve tried to do in this book.

Denis Failly - You talk us about the ability of futur machine to reach and overpass the ability of computation of human brain (and even human race) could you give us some elements of comparison, some order of magnitude  about this "futur software of human intelligence"

Ray Kurzweil -
In the book, I show how we need about 10 quadrillion (10^16) calculations per second (cps) to provide a functional equivalent to all the regions of the brain. Some estimates are lower than this by a factor of 100. Supercomputers are already at 100 trillion (10^14) cps, and will hit 10^16 cps around the end of this decade. Several supercomputers with 1 quadrillion cps are already on the drawing board, with two Japanese efforts targeting 10 quadrillion cps around the end of the decade. By 2020, 10 quadrillion cps will be available for around $1,000. Achieving the hardware requirement was controversial when my last book on this topic, The Age of Spiritual Machines, came out in 1999, but is now pretty much of a mainstream view among informed observers. Now the controversy is focused on the algorithms.

To understand the principles of human intelligence we need to reverse-engineer the human brain. Here, progress is far greater than most people realize. The spatial and temporal (time) resolution of brain scanning is also progressing at an exponential rate, roughly doubling each year, like most everything else having to do with information. Just recently, scanning tools can see individual interneuronal connections, and watch them fire in real time. Already, we have mathematical models and simulations of a couple dozen regions of the brain, including the cerebellum, which comprises more than half the neurons in the brain. IBM is now creating a simulation of about 10,000 cortical neurons, including tens of millions of connections. The first version will simulate the electrical activity, and a future version will also simulate the relevant chemical activity. By the mid 2020s, it’s conservative to conclude that we will have effective models for all of the brain.

At that point, we’ll have a full understanding of the methods of the human brain. One benefit will be a deep understanding of ourselves, but the key implication is that it will expand the toolkit of techniques we can apply to create artificial intelligence. We will then be able to create nonbiological systems that match human intelligence in the ways that humans are now superior, for example, our pattern- recognition abilities. These superintelligent computers will be able to do things we are not able to do, such as share knowledge and skills at electronic speeds.

By 2030, a thousand dollars of computation will be about a thousand times more powerful than a human brain. Keep in mind also that computers will not be organized as discrete objects as they are today. There will be a web of computing deeply integrated into the environment, our bodies and brains.

Denis Failly - Is it time of AI (Artificial Intelligence) return ?

Ray Kurzweil - There was a boom and bust cycle in AI during the 1980s, similar to what we saw recently in e-commerce and telecommunications. Such boom-bust cycles are often harbingers of true revolutions; recall the railroad boom and bust in the 19th century. But just as the Internet “bust” was not the end of the Internet, the so-called “AI Winter” was not the end of the story for AI either. There are hundreds of applications of “narrow AI” (machine intelligence that equals or exceeds human intelligence for specific tasks) now permeating our modern infrastructure. Every time you send an email or make a cell phone call, intelligent algorithms route the information. AI programs diagnose electrocardiograms with an accuracy rivaling doctors, evaluate medical images, fly and land airplanes, guide intelligent autonomous weapons, make automated investment decisions for over a trillion dollars of funds, and guide industrial processes. These were all research projects a couple of decades ago. If all the intelligent software in the world were to suddenly stop functioning, modern civilization would grind to a halt. Of course, our AI programs are not intelligent enough to organize such a conspiracy, at least not yet.

Denis Failly - isn’t there any limits to expand the power of computation?

Ray Kurzweil - There are limits to the exponential growth inherent in each paradigm. Moore’s law was not the first paradigm to bring exponential growth to computing, but rather the fifth. In the 1950s they were shrinking vacuum tubes to keep the exponential growth going and then that paradigm hit a wall. But the exponential growth of computing didn’t stop. It kept going, with the new paradigm of transistors taking over. Each time we can see the end of the road for a paradigm, it creates research pressure to create the next one. That’s happening now with Moore’s law, even though we are still about fifteen years away from the end of our ability to shrink transistors on a flat integrated circuit. We’re making dramatic progress in creating the sixth paradigm, which is three-dimensional molecular computing.

The ultimate 2 pound computer could provide 1042 cps, which will be about 10 quadrillion (10^16) times more powerful than all human brains put together today. And that’s if we restrict the computer to staying at a cold temperature. If we allow it to get hot, we could improve that by a factor of another 100 million. And, of course, we’ll be devoting more than two pounds of matter to computing. Ultimately, we’ll use a significant portion of the matter and energy in our vicinity. So, yes, there are limits, but they’re not very limiting.

Denis Failly - Jumping over the 6 phases that you describe in your book, The singularity will be the point of merging  between our biological condition with three revolutions, where non biological intelligence transcend the biological one, shall we become a kind of human 2.0 ?

Ray Kurzweil -
In the book, I talk about three great overlapping revolutions that go by the letters “GNR,” which stands for genetics, nanotechnology, and robotics. Each will provide a dramatic increase to human longevity, among other profound impacts.

G as Genetics [NDLR]

Ray Kurzweil -
We’re in the early stages of the genetics—also called biotechnology—revolution right now. Biotechnology is providing the means to actually change your genes: not just designer babies but designer baby boomers. We’ll also be able to rejuvenate all of your body’s tissues and organs by transforming your skin cells into youthful versions of every other cell type. Already, new drug development is precisely targeting key steps in the process of atherosclerosis (the cause of heart disease), cancerous tumor formation, and the metabolic processes underlying each major disease and aging process. The biotechnology revolution is already in its early stages and will reach its peak in the second decade of this century, at which point we’ll be able to overcome most major diseases and dramatically slow down the aging process.

As we are learning about the information processes underlying biology, we are devising ways of mastering them to overcome disease and aging and extend human potential. One powerful approach is to start with biology's information backbone: the genome. With gene technologies, we're now on the verge of being able to control how genes express themselves. We now have a powerful new tool called RNA interference (RNAi), which is capable of turning specific genes off. It blocks the messenger RNA of specific genes, preventing them from creating proteins. Since viral diseases, cancer, and many other diseases use gene expression at some crucial point in their life cycle, this promises to be a breakthrough technology. One gene we’d like to turn off is the fat insulin receptor gene, which tells the fat cells to hold on to every calorie. When that gene was blocked in mice, those mice ate a lot but remained thin and healthy, and actually lived 20 percent longer.

New means of adding new genes, called gene therapy, are also emerging that have overcome earlier problems with achieving precise placement of the new genetic information. One company I’m involved with, United Therapeutics, cured pulmonary hypertension in animals using a new form of gene therapy and it has now been approved for human trials.

Another important line of attack is to regrow our own cells, tissues, and even whole organs, and introduce them into our bodies without surgery. One major benefit of this “therapeutic cloning” technique is that we will be able to create these new tissues and organs from versions of our cells that have also been made younger the emerging field of rejuvenation medicine. For example, we will be able to create new heart cells from your skin cells and introduce them into your system through the bloodstream. Over time, your heart cells get replaced with these new cells, and the result is a rejuvenated “young” heart with your own DNA.

Drug discovery was once a matter of finding substances that produced some beneficial effect without excessive side effects. This process was similar to early humans’ tool discovery, which was limited to simply finding rocks and natural implements that could be used for helpful purposes. Today, we are learning the precise biochemical pathways that underlie both disease and aging processes, and are able to design drugs to carry out precise missions at the molecular level.
The scope and scale of these efforts is vast.

But perfecting our biology will only get us so far. The reality is that biology will never be able to match what we will be capable of engineering, now that we are gaining a deep understanding of biology's principles of operation.

N as Nano revolution [NDLR]

Ray Kurzweil - With nanotechnology, we will be able to go beyond the limits of biology, and replace your current “human body version 1.0” with a dramatically upgraded version 2.0, providing radical life extension.
The “killer app” of nanotechnology is “nanobots,” which are blood-cell sized robots that can travel in the bloodstream destroying pathogens, removing debris, correcting DNA errors, and reversing aging processes.

We’re already in the early stages of augmenting and replacing each of our organs, even portions of our brains with neural implants, the most recent versions of which allow patients to download new software to their neural implants from outside their bodies. In the book, I describe how each of our organs will ultimately be replaced. For example, nanobots could deliver to our bloodstream an optimal set of all the nutrients, hormones, and other substances we need, as well as remove toxins and waste products.

The gastrointestinal tract could be reserved for culinary pleasures rather than the tedious biological function of providing nutrients. After all, we’ve already in some ways separated the communication and pleasurable aspects of sex from its biological function.

As another example, a nanotechnology theorist, Rob Freitas, has a conceptual design for nanobots that replace our red blood cells. A conservative analysis shows that if you replaced 10 percent of your red blood cells with Freitas’ “respirocytes,” you could sit at the bottom of a pool for four hours without taking a breath.

R as Robotics [NDLR]

Ray Kurzweil - The robotics revolution, which really refers to “strong” AI, that is, artificial intelligence at the human level, which we talked about earlier. We’ll have both the hardware and software to recreate human intelligence by the end of the 2020s. We’ll be able to improve these methods and harness the speed, memory capabilities, and knowledge- sharing ability of machines.

To scan the brain and recreate it [NDLR]

Ray Kurzweil - We’ll ultimately be able to scan all the salient details of our brains from inside, using billions of nanobots in the capillaries. We can then back up the information. Using nanotechnology-based manufacturing, we could recreate your brain, or better yet reinstantiate it in a more capable computing substrate.

Our biological brains use chemical signaling, which transmit information at only a few hundred feet per second. Electronics is already millions of times faster than this. In the book, I show how one cubic inch of nanotube circuitry would be about one hundred million times more powerful than the human brain. So we’ll have more powerful means of instantiating our intelligence than the extremely slow speeds of our interneuronal connections.

The nanobots will keep us healthy, provide full-immersion virtual reality from within the nervous system, provide direct brain-to-brain communication over the Internet, and otherwise greatly expand human intelligence. But keep in mind that nonbiological intelligence is doubling in capability each year, whereas our biological intelligence is essentially fixed in capacity. As we get to the 2030s, the nonbiological portion of our intelligence will predominate.

Our interneuronal connections compute at about 200 transactions per second, at least a million times slower than electronics.

Denis Failly - What do you answer to people who think that , old age, ills, death, are the normal fate (Human entropy if I can say) of our existence and we have note to interfere with it ?

Ray Kurzweil -
Aging may be “natural,” but I don’t see anything positive in losing my mental agility, sensory acuity, physical limberness, sexual desire, or any other human ability.

In my view, death is a tragedy. It's a tremendous loss of personality, skills, knowledge, relationships. We've rationalized it as a good thing because that's really been the only alternative we've had. But disease, aging, and death are problems we are now in a position to overcome.

Denis Failly - How can you make such predictions in the technological developements which lead to Singularity?

Ray Kurzweil -
Predicting specific projects is indeed not feasible. But the result of the overall complex, chaotic evolutionary process of technological progress is predictable.

People intuitively assume that the current rate of progress will continue for future periods. Even for those who have been around long enough to experience how the pace of change increases over time, unexamined intuition leaves one with the impression that change occurs at the same rate that we have experienced most recently. From the mathematician’s perspective, the reason for this is that an exponential curve looks like a straight line when examined for only a brief duration. As a result, even sophisticated commentators, when considering the future, typically use the current pace of change to determine their expectations in extrapolating progress over the next ten years or one hundred years. This is why I describe this way of looking at the future as the “intuitive linear” view. But a serious assessment of the history of technology reveals that technological change is exponential. Exponential growth is a feature of any evolutionary process, of which technology is a primary example.

As I show in the book, this has also been true of biological evolution. Indeed, technological evolution emerges from biological evolution. You can examine the data in different ways, on different timescales, and for a wide variety of technologies, ranging from electronic to biological, as well as for their implications, ranging from the amount of human knowledge to the size of the economy, and you get the same exponential—not linear—progression. I have over forty graphs in the book from a broad variety of fields that show the exponential nature of progress in information-based measures. For the price-performance of computing, this goes back over a century, well before Gordon Moore was even born.

Predicting which company or product will succeed is indeed very difficult, if not impossible. The same difficulty occurs in predicting which technical design or standard will prevail. For example, how will the wireless-communication protocols Wimax, CDMA, and 3G fare over the next several years? However, as I argue extensively in the book, we find remarkably precise and predictable exponential trends when assessing the overall effectiveness (as measured in a variety of ways) of information technologies. And as I mentioned above, information technology will ultimately underlie everything of value.

We see examples in other areas of science of very smooth and reliable outcomes resulting from the interaction of a great many unpredictable events. Consider that predicting the path of a single molecule in a gas is essentially impossible, but predicting the properties of the entire gas—comprised of a great many chaotically interacting molecules—can be done very reliably through the laws of thermodynamics. Analogously, it is not possible to reliably predict the results of a specific project or company, but the overall capabilities of information technology, comprised of many chaotic activities, can nonetheless be dependably anticipated through what I call "the law of accelerating returns."

Denis Failly - The future that you describe us generate at the same time some hopes and some perils, isn't it a utopian vision ?

Ray Kurzweil -
A common mistake that people make when considering the future is to envision a major change to today’s world, such as radical life extension, as if nothing else were going to change. The GNR revolutions will result in other transformations that address this issue. For example, nanotechnology will enable us to create virtually any physical product from information and very inexpensive raw materials, leading to radical wealth creation. We’ll have the means to meet the material needs of any conceivable size population of biological humans. Nanotechnology will also provide the means of cleaning up environmental damage from earlier stages of industrialization.

It’s true that the dramatic scale of the technologies of the next couple of decades will enable human civilization to overcome problems that we have struggled with for eons. But these developments are not without their dangers. Technology is a double edged sword—we don’t have to look past the 20th century to see the intertwined promise and peril of technology.

G, N, and R each have their downsides. The existential threat from genetic technologies is already here: the same technology that will soon make major strides against cancer, heart disease, and other diseases could also be employed by a bioterrorist to create a bioengineered biological virus that combines ease of transmission, deadliness, and stealthiness, that is, a long incubation period. The tools and knowledge to do this are far more widespread than the tools and knowledge to create an atomic bomb, and the impact could be far worse.

Denis Failly - In front of inerty, ignorance, misunderstanding, precaution principle, don't you think that some Research (GNR...), technological advances, have to be postponed ?

Ray Kurzweil -
It’s a little late for that. But the idea of relinquishing new technologies such as biotechnology and nanotechnology is already being advocated. I argue in the book that this would be the wrong strategy. Besides depriving human society of the profound benefits of these technologies, such a strategy would actually make the dangers worse by driving development underground, where responsible scientists would not have easy access to the tools needed to defend us.

I discuss strategies for protecting against dangers from abuse or accidental misuse of these very powerful technologies in chapter 8. The overall message is that we need to give a higher priority to preparing protective strategies and systems. We need to put a few more stones on the defense side of the scale. I’ve given testimony to Congress on a specific proposal for a “Manhattan” style project to create a rapid response system that could protect society from a new virulent biological virus. One strategy would be to use RNAi, which has been shown to be effective against viral diseases. We would set up a system that could quickly sequence a new virus, prepare a RNA interference medication, and rapidly gear up production. We have the knowledge to create such a system, but we have not done so. We need to have something like this in place before its needed.

Ultimately, however, nanotechnology will provide a completely effective defense against biological viruses.

Denis Failly - If « machines » Nano robots acquire the power of replication like Virus, and are empowered of non biological intelligence they could auto-decide and win, in the extrem, a complete autonomy and why not to become agressive, so which control shall we keep on this risk, shall we create some machines anti-machines ?

Ray Kurzweil -
The existential threat from engineered biological viruses exists right now.
There are already proposals for ethical standards for nanotechnology that are based on the Asilomar conference standards that have worked well thus far in biotechnology. These standards will be effective against unintentional dangers. For example, we do not need to provide self-replication to accomplish nanotechnology manufacturing.

We’ll need to create a nanotechnology immune system—good nanobots that can protect us from the bad ones.

I’ve debated this particular point with a number of other theorists, but I show in the book why the nanobot immune system we put in place will need the ability to self-replicate. That’s basically the same “lesson” that biological evolution learned.
Ultimately, however, strong AI will provide a completely effective defense against self-replicating nanotechnology.

History teaches us that the more intelligent civilization—the one with the most advanced technology—prevails. But I do have an overall strategy for dealing with unfriendly AI, which I discuss in chapter 8.

Denis Failly - We live in age of non synchronization, between time of the Technology, and time of institutions, politics, citizens...so this revolution will have a deep impact on the running of our Civilization (sociological, anthropological, organizational, juridical, éthical...) so how to run this asymmetry and to face the opposition ?

Ray Kurzweil -
There were objections to the plow also, but that didn’t stop people form using it. The same can be said for every new step in technology. Technologies do have to prove themselves. For every technology that is adopted, many are discarded. Each technology has to demonstrate that it meets basic human needs. The cell phone, for example, meets our need to communicate with one another. We are not going to reach the Singularity in some single great leap forward, but rather through a great many small steps, each seemingly benign and modest in scope.

Denis Failly - What about unequal population access to life extension and superintelligence that could suppose Singularity age ?

Ray Kurzweil - We need to consider an important feature of the law of accelerating returns, which is a 50 percent annual deflation factor for information technologies, a factor which itself will increase. Technologies start out affordable only by the wealthy, but at this stage, they actually don’t work very well. At the next stage, they’re merely expensive, and work a bit better. Then they work quite well and are inexpensive. Ultimately, they’re almost free. Cell phones are now at the inexpensive stage. There are countries in Asia where most people were pushing a plow fifteen years ago, yet now have thriving information economies and most people have a cell phone. This progression from early adoption of unaffordable technologies that don’t work well to late adoption of refined technologies that are very inexpensive is currently a decade-long process. But that too will accelerate. Ten years from now, this will be a five year progression, and twenty years from now it will be only a two- to three-year lag.

This model applies not just to electronic gadgets but to anything having to do with information, and ultimately that will be mean everything of value, including all manufactured products. In biology, we went from a cost of ten dollars to sequence a base pair of DNA in 1990 to about a penny today. AIDS drugs started out costing tens of thousands of dollars per patient per year and didn’t work very well, whereas today, effective drugs are about a hundred dollars per patient per year in poor countries. That’s still more than we’d like, but the technology is moving in the right direction. So the digital divide and the have-have not divide is diminishing, not exacerbating. Ultimately, everyone will have great wealth at their disposal.

Denis Failly - And God in all this ?

Ray Kurzweil - Although the different religious traditions have somewhat different conceptions of God, the common thread is that God represents unlimited—infinite—levels of intelligence, knowledge, creativity, beauty, and love. As systems evolve—through biology and technology—we find that they become more complex, more intelligent and more knowledgeable. They become more intricate and more beautiful, more capable of higher emotions such as love. So they grow exponentially in intelligence, knowledge, creativity, beauty, and love, all of the qualities people ascribe to God without limit. Although evolution does not reach a literally infinite level of these attributes, it does accelerate towards ever greater levels, so we can view evolution as a spiritual process, moving ever closer to this ideal. The Singularity will represent an explosion of these higher values of complexity.

Denis Failly - Why so few people (even in France) talk us about these deep changes which will impact deeply on our existence and our reason why ?

Ray Kurzweil -
Hopefully after they read my new book, they will. But the primary failure is the inability of many observers to think in exponential terms. Most long-range forecasts of what is technically feasible in future time periods dramatically underestimate the power of future developments because they are based on what I call the “intuitive linear” view of history rather than the “historical exponential” view. My models show that we are doubling the paradigm-shift rate every decade. Thus the 20th century was gradually speeding up to the rate of progress at the end of the century; its achievements, therefore, were equivalent to about twenty years of progress at the rate in 2000. We’ll make another twenty years of progress in just fourteen years (by 2014), and then do the same again in only seven years. To express this another way, we won’t experience one hundred years of technological advance in the 21st century; we will witness on the order of 20,000 years of progress (again, when measured by the rate of progress in 2000), or about 1,000 times greater than what was achieved in the 20th century.

The exponential growth of information technologies is even greater: we’re doubling the power of information technologies, as measured by price-performance, bandwidth, capacity and many other types of measures, about every year. That’s a factor of a thousand in ten years, a million in twenty years, and a billion in thirty years. This goes far beyond Moore’s law (the shrinking of transistors on an integrated circuit, allowing us to double the price-performance of electronics each year). Electronics is just one example of many. As another example, it took us 14 years to sequence HIV; we recently sequenced SARS in only 31 days.


Remerciements à l'auteur Ray Kurzveil pour les éléments de contenus de cette interview ainsi qu'a Malo Girod de l'Ain
(M21 Editions).

Denis Failly 


20:45 Écrit par Denis Henri Failly dans Livre, Prospective, Science | Lien permanent | Commentaires (0) | Tags : ray kurweil, humanité, 2.0, failly, singularité, nbic | |  Facebook | | Pin it! |  Imprimer | | |

11 septembre 2007

Reflexions Marketing, TIC et prospective

6d51166820accf27a1111ff8ac8248e2.jpgJ'ai réuni sous forme d'un recueil l'ensemble de mes articles de réflexion Marketing pour ceux que cela intéresse d'avoir "un tout en un", plutôt que de chercher des liens éparses.

Articles publiés sur Journal du Net, Neteconomie, VisionnaryMarketing, Prospective Foresight, Marketing Etudiant...) à télécharger sous forme d'un recueil(pdf de 67 pages) 






Marketing, Tic et Prospective
- La Marketronique pour survivre sur les marchés de l’attention et en économie de la capture
- Vision Web 2.0
- L'approche 2.0 comme prélude ou prétexte à un "Self    Marketing"
- Etes- vous un sujet réticulaire persistant ?
- Objets Intelligents Non Identifiés
- Marketing et Mémétique

Etudes et connaissance client
- Du B to B au H to H
- De l'usage de la métaphore au service de la connaissance client
- Le principe de segmentation marketing à t-il encore un sens ?
- Perspectives d'une prospective client
- Petite histoire de Base

16:55 Écrit par Denis Henri Failly dans Marketing, Prospective, Science | Lien permanent | Commentaires (0) | Tags : Denis Failly, marketing, marketronique, web2.0, marketing 2.0, meme, memetique | |  Facebook | | Pin it! |  Imprimer | | |

03 juin 2007

La Marketronique pour survivre sur les marchés de l’attention et en économie de la capture

Article précédemment publié sur Marketing Etudiant
Zapping, infidélité, croissante, transition de phase erratique dans ses « moments de vie (statutaire, patrimoniale, familiale et donc consommatoire) le client est un « instable constant » on peut métaphoriquement le qualifier de « quantique » sur l’ensemble du spectre avec lequel on l’appréhende (statuts, comportements, attitudes…).
Loin d’être un objet clos du « connaître » une ontologie encapsulable dans une équation ou une base de données le client est constamment travaillé par un jeu d’influence / dépendance, rationnel et affectif avec ses multi-vies possibles (off line, on line).

Ce client est donc de plus en plus insaisissable avec les outils d’analyse et d’études marketing classiques.
Le paradigme du Web 2.0 (auto productif, collaboratif, participatif…) ajoute encore à la complexité du « système client ».
Cette nouvelle donne pose la question de savoir comment, compte tenu de cette instabilité, « capturer » le client et figé son attention sur un discours d’entreprise, une promesse de marque, une offre, une selling proposition ?
La pertinence et la légitimité de cette capture en environnement 2.0, pourrait -être d’ailleurs aussi être discuté.

Un marché de la capture de l’attention existe donc sur lequel, pensons-nous, les démarches programmatiques (grands programmes de fidélisation…) deviennent sujets à caution et décalés, eu égard à la variabilité erratique du client, évoquée plus haut. Notre réthorique sur la nécessité de réinjecter de l’humain dans la gestion de la relation client (H2H) pour ne pas laissser les seuls systèmes automatisés gérer et régner, peut se heurter à un paradoxe;
En effet comment demander un retour à une interface humaine,qui suppose des ressources et des coûts dimensionnés, et de l’autre se résoudre à pratiquer un marketing « just in time » un nano marketing hyper ajusté, qui en terme de temps de rapidité des réponses informatiques s’oriente plus vers des interfaces «répondantes» plus ou moins automatisées, plus ou moins virtualisées.

Nous connaissons les systèmes synchrones, hybrides du type Web call back ou messenging qui permettent une interaction immédiate ou quasi immédiate entre une entreprise et un client, derrière ces fenêtres de dialogue il existe encore un répondant humain plus ou moins conseil (il peut exister des réponses plus ou moins automatisées pour des questions fréquentes).
Mais les pratiques ou les voies de recherches et d’applications dans des domaines variés comme l’Intelligence Artificielle, les agents intelligents, le Web sémantique, la synthèse vocale…, ainsi que l’apparition des premières mascottes intelligentes, ou même le principe des avatars et du monde virtuel (du type 2nde life sur lequel les marques tentent l’expèrience) ne nous engagent-ils pas vers une nouvelle discipline hybride,« network oriented » et gourmande :
- en ressources électroniques synchrones (un genre de messenger augmenté avec avatar intelligent et animé) - en interfaces d’interactions (texte, audio, video, 3D….)
- en outils de collaboration (co-contruction « temps réel » de l’offre avec le client)
- en présentations d’informations (profil de connexion client, offres de l’entreprise….)
- en représentations des données et de recherche (Web sémantique, cartographie…)

Nous appellerons cette discipline transversale la Marketronique (Marketing + électronique)
qui inscrira la pervasivité dans une relation client :
- permanente et fluide
- ubiquiste
- omniscient et apte à réponse à toutes questions des clients
- multi-terminal (Micro ordinateur, mobile,…)

Les marketroniciens de demain assureront la gestion de cet écosystème client en collaboration étroite avec des techniciens informatiques.

Denis Failly

14:55 Écrit par Denis Henri Failly dans Marketing, Prospective | Lien permanent | Commentaires (2) | Tags : marketronique, marketing, denis failly, H2H, HtoH, marketroniciens | |  Facebook | | Pin it! |  Imprimer | | |

19 mai 2007

Scénarios 2020, Rencontre avec Joël de Rosnay

Edition "Des idées & des hommes" 

interview vidéo autour du dernier ouvrage de

Joël de Rosnay


Vidéo 1 : Complexité, Internet du futur, Energie et développement durable

Vidéo 2 : Biotechnologies, Environnements intelligents, Ethique

medium_couverture-livre-2020.jpgLe site du livre : www.scenarios2020.com

Le site de l'auteur :
Carrefour du futur

20:30 Écrit par Denis Henri Failly dans Prospective, Science | Lien permanent | Commentaires (0) | Tags : De rosnay, denis failly, scenarios2020 | |  Facebook | | Pin it! |  Imprimer | | |

15 mai 2007

L'innovation émotionnelle

Un diaporama très bien fait sur l'innovation émotionnelle qui nous est proposé par Carine Garcia de l'ESC Lille

17:35 Écrit par Denis Henri Failly dans Marketing, Prospective | Lien permanent | Commentaires (2) | Tags : innovation, marketing expérientiel, management 2.0 | |  Facebook | | Pin it! |  Imprimer | | |

04 mai 2007

L'approche 2.0 comme prélude ou prétexte à un "Self Marketing"

Résumé : Le paradigme 2.0 , qui n'est ni clôt ni définitif, facilite la prise de pouvoir de l'internaute - client, objet des convoitises des marketers.
Prétendre faire du marketing comme hier être une grave erreur puisque la donne change et bouleverse (ce n'est qu'un début) les contours même des objets, sujets traités habituellement par le Marketing (qu'est ce qu'un client, un marché aujourd'hui) bref nous pensons que des "Individus Marques" des "Me Brands" self marketer d'eux même pour eux même et leurs pairs vont monter en puissance et obligeront de plus en plus le Marketing à s'interroger sur son sens, ses valeurs et sa raison d'être.
Nous parlons d'un Marketing avec un grand M englobant toutes les variantes et disciplines connexes.

  • Prémisses

Démocratie participative, démocratie cognitive, logique "bottom up", co -production et auto production de contenus, de valeurs, autant d'alters logiques en marchent, qui bousculent ou basculent un certain nombre de modèles considérés comme acquis notamment dans la relation Marques consommateurs
Loin des mécaniques Marketing et techniques classiques, des visions Web simplement technologiques, des promesses prométhéennes d'un salut dans l'hyper consommation, nous voilà nous autres décideurs, marketers, conseils.recadrés par cette 
« révolte du pronétariat » dont nous parle Joël De Rosnay et fomentée par les internautes et les citoyens eux-mêmes.
Par delà les usages dits Web2.0 se dessinent des postures, des attitudes, des comportements qui irriguent peu à peu le tissu virtuel du Web mais commencent aussi à déborder dans la vie réelle (le "5ème pouvoir") quand ce n'est pas l'inverse qui se produit (modèle de don et contre don, troc, nouvelles solidarités, proximités et actions locales, avec continuités webosphériques...).
Beaucoup de structures, marques, prestataires demeurent autistes et continuent à faire comme si de rien n'était ou agissent à la marge, aveuglés par leurs propres certitudes d'invulnérabilité.
Si le marketing se meurt ceux qui font ce marketing sont donc en sursis...

  • Et le self marketing sera...

Un self marketing est en gestation, chacun détient pas sa présence virtuelle, ses actes, ses écrits ses productions diverses (les « Proams » ou amateurs professionnels) la possibilité d'être son propre ambassadeur, acteur de sa propre vie en maitrisant ses discours, ses promesses (mon identité, mes compétences et savoirs faire, mes ressources, mes liens, mes contacts...)
Nombreux sont les outils et plateformes permettant de gérer son identité, sa présence numérique, ses données, sa réputation et d'être enfin sa propre marque.
D'habiles stratégies de communication personnelles, de tactiques connectives deviennent alors possibles pour faire savoir son savoir faire et savoir être.
Auto buzz, auto référencement, cross linking, essaimage ou focalisation de ses productions de ses contacts de ses réseaux sont autant de façon de se positionner et de s'inventer voir ré-inventer sur Internet.
Demain comme consommateur j'aurais le choix entre co-produire et répondre à mes désirs mes besoins...seul ou à plusieurs en sortant du système top -->down" actuel, je pourrais aussi négocier les données qu'une marque souhaite avoir sur moi non pas en cadeau et autres avantages mais en argent avec un prix de cession de mes données.

Nous passons d'une logique de marketing de l'individu (« indivisible », tel l'atome insécable de Démocrite») à une logique de marketing de la personne (du latin « Personna » qui correspondait aux multiples masques -rôle ?- des acteurs antiques) inapte à capter un client insaisissable dans quelques données quantitatives et simplistes.
Le défi serait «d'embrasser » dans toutes sa multi- dimensionnalité ce fameux client aux « génotype » partiellement appréhendable et au "phénotype" introuvable.
Ce qui revient à dire plus simplement que les outils d'études et d'observations (type quanti : Crm, datamining...) atteignent leurs limites et même si ils ne sont utilisés que pour ce qu'ils sont, ils demeurent des discours quasi holistes, universalisants voire systématiques quant aux miracles que pourraient accomplir ces solutions.

segmentation (réduction/ dijonction vs reliance/conjonction) a-t-elle encore un sens ?
H to H (Human to Human) n'a jamais été autant d'actualité et qui peut incarner un marketing "incarné" mieux que le client incarné ?
-Les positions, transitions, avatars, prises de parole, capacités d'agir, les multi-vies, qu'elles soient réelles simulées et/ou virtuelles (cf 2nde life et autres outils synchrones de communication types messengers...) ne font que renforcer l'obsolescence de certaines pratiques unilatérales, top --->down en marketing.

  • Vers un « auto, un self -branding »

L'heure est à s'inventer soi même que ce soit pour :
- Créer, promouvoir, son activité, ses contenus, son propre emploi, sa notoriété, son image, sa réputation
- Etre fin, moyen, chaînon de sa propre chaîne de valeur, potentiellement co-partageable
- Créer des savoirs et des concepts dynamiques, innovants intégrant le « complexe » loin des savoirs sédimentés, figés (« morts ») encore trop souvent enseignés dans les formations traditionnelles ou diffusés par des médias conformistes ou auto-répliquant.
- Etre sa propre marque ("Being Brand", "Me Brand") sa propre promesse, construire sa prise de parole et sa légitimité sur le Net et par contre coup, ailleurs (l'un nourrissant l'autre et inversement) et la livrer aux suggestions, remarques, critiques, jugements de ses pairs ou de cibles élargies.
- La gestation en cours d'open ID (identifiant universel sur le Web)...est une modalité technique et pratique de gestion, d'encapsulation et de déploiement de son identité, de sa traçabilité et de sa présence sur le web mais elle n'est pas suffisante, car à l'instar d'une marque qui n'aurait rien à dire et dont l'image s'étiolerait, l'internaute porteur de sa propre marque identité, ne pourra pas être spectateur passif de sa propre existence virtuelle et devra constamment se renouveler afin de rester audible et crédible.

  • Individualisation versus individuation

Pour comprendre cette notion de Self marketing et d' « auto branding » il faut avoir aussi conscience de la différence entre individualisation et individuation
- L'individualisation est l'apanage classique du marketing direct, du One to One (mythe ou réalité ?) et fleure bon l'aspect programmatique des sempiternels programmes de fidélisation et autres courses à la prime, et pseudo personnalisation.
Le prédictif (scoring et modélisation à la Kohonen et autres réseaux neuronaux) sont inaptes à intégrer :
- le complexe, l'incertitude (au-delà des marges classiques) ,les transitions de phases dans les moments de vie (évènements heureux ou accidents de vie) d'un client.
L'individualisme est inscrit dans une logique binaire Moi ou la collectivité

- L'individuation elle impose la distanciation et la différenciation entre sujet client et objet client, elle inscrit le sujet comme à la fois individu (le local) et/avec la collectivité, la communauté (le global) tout est dans le flux, la navette négocié et "interactivée" entre les divers niveaux d'observation (études) et d'actions (marketing opérationnel)

  • Un marketing chemin faisant

Je pense que nous nous orientons vers un marketing qui s'auto construit "chemin faisant", loin des programmes et autres tentatives planificatrices, il y a quelque chose de quantique, de chaotique dans cette vision car elle suppose que plus rien n'est prévisible (en dehors du probable), projetable, et toutes actions inutiles (CQFD).

  • Plasticité du système Marketing client

Rien n'est plus donné tout est construit, négociable et l'humeur vagabonde d'un client qui s'affranchi, laisse perplexe quand au raison d'être de nombreuses actions marketing.
Nous pensons avec qu'il s'agit aussi moins d'apprendre SUR le client que DU client, une logique "Knowledge Marketing" plus amont (voir les
travaux d'Oleg curbatov)  qui change tout, puisque le client devient non plus seul fin mais générateur, processus, initiateur amont et producteur.
Nombres d'acteurs protègent encore leurs plates-bandes en déshérence progressive et à l'instar des douloureuses mutations de l'économie française dans son passage de l'ère industrielle à l'ère des services, nombre de secteurs, métiers, fonctions,.. (dont les productions sont notamment dématérialisables...) vont avoir à se revisiter (démarche épistémologique) se repositionner, se transformer, (désintermédiation , ré-intermédiation,...) bref eux aussi devront se réinventer.

Plus loin encore pour dire la déflagration possible, nous pensons que la notion même d'Entreprise comme unité de « collaborants » , d'espace, de temps...explosera à terme au profit de champs collaboratifs inter-reliés, chacun pourra être, entre autre chose, son propre marketer hypermobile que ce soit pour vendre un projet, chercher un emploi, et adopter des stratégies adaptatives diverses (professionnelles et parfois privées).

  • Tous noéticiens...?!

On comprend l'impérieuse urgence de revisite du marketing (nouveau marketing ou renouveau ?) mais cela va bien au delà.
A l'âge de la
Noosphère devenons Noéticiens loin des discours et méthodes « en boîte », réapprenons à penser et réfléchir compte tenu du paradigme du complexe, du transversal, des phénomènes communautaires, intégrons la dimension sociétale (Bernard Cova parlait déjà de « Societing » il y a plus de 10 ans ) nous n'échapperons pas au-delà d'un nouveau nom pour désigner le Marketing (si les marchés sont aussi des conversations le "Market" du mot Marketing n'a déjà plus le même sens...), à une revisite des fondements même de la discipline (démarche épistémologique) qui n'en n'est plus une car devenue trans/multi/discipline, et pervasive (continuum société-marché-client-personne/individu...).

Denis Failly

18:45 Écrit par Denis Henri Failly dans Marketing, Prospective | Lien permanent | Commentaires (0) | Tags : denis failly, web2, marketing, self marketing, brand, branding | |  Facebook | | Pin it! |  Imprimer | | |