{"id":155,"date":"2013-06-18T21:29:26","date_gmt":"2013-06-18T21:29:26","guid":{"rendered":"http:\/\/transportsdufutur.ademe.fr\/?p=155"},"modified":"2015-07-21T16:35:41","modified_gmt":"2015-07-21T16:35:41","slug":"google-achete-waze-sans-doute-une-evolution-majeure-dans-le-domaine-des-transports","status":"publish","type":"post","link":"https:\/\/transportsdufutur.ademe.fr\/2013\/06\/google-achete-waze-sans-doute-une-evolution-majeure-dans-le-domaine-des-transports.html","title":{"rendered":"Google ach\u00e8te Waze, sans doute une \u00e9volution majeure dans le domaine des transports"},"content":{"rendered":"<p style=\"text-align: justify\">Identifi\u00e9 en 2010 sur ce blog (lire l&#039;article <strong><a href=\"\/2010\/03\/waze-arrive-en-france-cest-quoi-.html\" target=\"_blank\">Waze arrive en France<\/a><\/strong>), Waze (lien vers <a href=\"https:\/\/play.google.com\/store\/apps\/details?id=com.waze\"><strong>l\u2019application<\/strong><\/a>) appartient maintenant \u00e0 Google. Ce premier, et pour le moment unique, r\u00e9seau social d\u00e9di\u00e9 aux transports utilise tous les leviers du num\u00e9rique&#160;: g\u00e9olocalisation, participation des usagers pour remonter des donn\u00e9es de trafic (d\u2019incidents, de prix des carburant, etc&#8230;) et donc capacit\u00e9 \u00e0 faire travailler environ 10% des utilisateurs pour cr\u00e9er des connaissances uniques, dynamiques et \u00e0 jour. &#160;<\/p>\n<p style=\"text-align: justify\">Les synergies entre ces 2 soci\u00e9t\u00e9s sont nombreuses et puissantes. Waze pr\u00e9figure l&#039;indexation du monde physique, la publicit\u00e9 g\u00e9olocalis\u00e9e, et finalement la recherche en mobilit\u00e9 de Google. Waze int\u00e8gre \u00e9galement une monnaie permettant de r\u00e9compenser les usagers actifs et de mieux se repr\u00e9senter simultan\u00e9ment &quot;soi&quot; et le collectif.<\/p>\n<p style=\"text-align: justify\"><strong>\u201cWhenever you\u2019re going onto the web, you start with a search bar,\u201d he said. \u201cWherever you\u2019re going in the real world, you\u2019re going to start with Waze.\u201d <\/strong><\/p>\n<p>  <!--more-->     <\/p>\n<p style=\"text-align: justify\">En r\u00e9sum\u00e9, Waze permet d&#039;acc\u00e9der \u00e0:<\/p>\n<ul style=\"text-align: justify\">\n<li>Trafic temps r\u00e9el et informations routi\u00e8res bas\u00e9s sur les donn\u00e9es de l&#039;usage communautaire<\/li>\n<li>Alertes communautaires telles qu&#039;accidents, dangers, contr\u00f4les de police, fermetures de routes et bien plus <\/li>\n<li>Navigation vocale compl\u00e8te<\/li>\n<li>Re-calcul de trajet en fonction des conditions de circulation du moment<\/li>\n<li>Apprentissage de vos destinations fr\u00e9quentes, heures de pointes et trajets pr\u00e9f\u00e9r\u00e9s<\/li>\n<li>Trouver la station service la moins ch\u00e8re sur votre trajet<\/li>\n<li>Navigation en &quot;un tap&quot; vers les \u00e9v\u00e9nements Facebook. <\/li>\n<li>Voir ses amis Facebook arriver en un m\u00eame lieu<\/li>\n<li>Notifier que vous \u00eatre sur votre chemin en envoyant un ETA et un lien vous montrant dans votre d\u00e9placement<\/li>\n<li>Gagnez des points et montez dans le classement de votre communaut\u00e9 quand vous contribuez aux infos routi\u00e8res<\/li>\n<li>Carte temps r\u00e9el mise \u00e0 jour en permanence par la communaut\u00e9 des \u00e9diteurs de carte de Waze<\/li>\n<\/ul>\n<p style=\"text-align: justify\">Ajouter \u00e0 cela, la capacit\u00e9 \u00e0 apprendre du temps r\u00e9el pour faire du pr\u00e9dictif (en plus des smartphones Android) et vous obtenez un acteur central capable de vous donner des connaissances contextualis\u00e9es dynamiques et pr\u00e9dictives. Les annonceurs vont adorer. Noter au passage la notion de point et de classement dans votre communaut\u00e9 (lire l\u2019article <strong><a href=\"\/2013\/04\/votre-reputation-numerique-sera-votre-monnaie-et-la-base-de-votre-implication-altruiste.html\" target=\"_blank\">Votre r\u00e9putation sera votre monnaie et la base de votre r\u00e9putation altruiste<\/a><\/strong>) visant \u00e0 r\u00e9compenser sous une forme non mon\u00e9taire l\u2019activit\u00e9.<\/p>\n<p style=\"text-align: justify\">Imaginer ensuite sur votre carte GoogleMap une nouvelle option&#160;: les v\u00e9hicules de la communaut\u00e9 Waze vont informent, et demain vous proposent de covoiturer ou d\u2019autopartager, \u2026 D\u00e9cidemment, la carte n\u2019a pas finie d\u2019\u00eatre la zone de combat des acteurs du transport (lien vers le <strong><a href=\"http:\/\/pro.clubic.com\/entreprises\/amazon\/actualite-511287-amazon-cartographie.html\" target=\"_blank\">syst\u00e8me cartographique d&#039;Amazon<\/a><\/strong>). <\/p>\n<p style=\"text-align: justify\">Ce r\u00e9cent <strong><a href=\"http:\/\/www.forbes.com\/sites\/parmyolson\/2013\/06\/13\/what-waze-adds-to-google-a-view-from-wazes-ceo\/?utm_campaign=techtwittersf&amp;utm_source=twitter&amp;utm_medium=social\">article<\/a><\/strong> de Forbes propose notamment deux raisons de cette acquisition. Il est rappel\u00e9 d\u00e8s le d\u00e9part que \u201cGeneral navigation and maps, are really the \u2018search\u2019 for mobile,\u201d [\u2026] and Waze to search the real world tomorrow. Waze, he added, was one of only four major companies that built its own extensive maps of the world, the others being TomTom, Navteq and Google.<\/p>\n<p style=\"padding-left: 30px;text-align: justify\"><em>First [reason], the ability (eventually) to maintain Google\u2019s own maps in real time, as Waze does. While Google has spent billions of dollars (Bardin mentioned $15 billion at one point) sending its roving Street View cars around the world to map roads, Waze simply collects GPS data from its 50 million users. Anyone who drives with the Waze app turned on is passively providing data that the company can use to better understand not only the world that user is driving through, but their intent.<\/em><\/p>\n<p style=\"padding-left: 30px;text-align: justify\"><em>The second [reason] is Waze\u2019s work on understanding the intent of its users, which is key to unlocking the puzzle of how on Earth you show ads to people on their mobile phones. Bardin\u2019s quest has been to make ads useful. \u201cA user on his everyday journey is not looking for a deal,\u201d he said. \u201c<strong>The app has to be open for a different reason<\/strong>.\u201d For Waze that reason is saving people time. \u201cNow that I know where you drive, I can begin offering you deals, I can begin enhancing the experience\u2026 If the goal is monetization, it doesn\u2019t work.\u201d<\/em><\/p>\n<p style=\"padding-left: 30px;text-align: justify\"><em>[\u2026] \u201cJust like search became the interface for monetization on the web, maps are going to be a big part of the monetization engine for mobile,\u201d he said, \u201cbecause that\u2019s what you open when you\u2019re going places.\u201d<\/em><\/p>\n<p style=\"padding-left: 30px;text-align: justify\"><em>Here he pointed to a key parallel between Google and Waze. While Google crawled the web again and again each day to detect changes and update its search algorithms, <strong>Waze\u2019s users were crawling the real-world too<\/strong>. <\/em><\/p>\n<p style=\"text-align: justify\">Cette indexation du monde r\u00e9el d\u00e9j\u00e0 mentionn\u00e9e dans un pr\u00e9c\u00e9dent article (lire l\u2019article <strong><a href=\"\/2012\/09\/lindustrie-automobile-a-choisi-de-concevoir-developper-et-commercialiser-des-produits-qui-sadaptent-a-tous-les-territoires.html\" target=\"_blank\">Le choc \u00e0 venir entre industrie automobile et industrie num\u00e9rique<\/a><\/strong>) a d\u00e9j\u00e0 eu lieu avec Street View, mais l\u00e0 elle sera r\u00e9alis\u00e9e par la multitude. Plus tard, peut \u00eatre, les GoogleCars pourront aussi poursuivre cette indexation de fa\u00e7on automatique. Les robots alimenteront alors eux-m\u00eames les donn\u00e9es cartographiques dont ils auront besoin pour circuler.<\/p>\n<p style=\"text-align: justify\"><strong>Construire un r\u00e9seau de publicit\u00e9<\/strong><\/p>\n<p style=\"text-align: justify\">Pour le moment, il n\u2019y a pas de publicit\u00e9 g\u00e9olocalis\u00e9e lors d\u2019une utilisation des outils cartographiques Google. Waze pourrait pr\u00e9figurer la publicit\u00e9 contextualis\u00e9e de demain.<\/p>\n<p style=\"padding-left: 30px;text-align: justify\"><em>When a Waze driver in the U.S. is stopped at a light or parked, they\u2019ll often see a ad pop up for Taco Bell, Starbucks or AT&amp;T.<\/em><\/p>\n<p style=\"padding-left: 30px;text-align: justify\"><em>Waze uses ad agencies in Malaysia, Italy, France and struck a deal with IMS Media Services in April 2013 to sell ads in Latin America. Waze has a significant presence in Brazil, Chile and Colombia, an IMS spokesperson said, and key advertisers there include Brazil\u2019s Bradesco Bank, Samsung and Taco Bell.<\/em><\/p>\n<p style=\"padding-left: 30px;text-align: justify\"><em>Waze takes an open perspective to its data and its tools for selling ads. It <\/em><em><a href=\"http:\/\/www.forbes.com\/sites\/parmyolson\/2013\/06\/13\/what-waze-adds-to-google-a-view-from-wazes-ceo\/biz.waze.com\">has a site<\/a><\/em><em> that makes it relatively easy for second-tier ad sellers or advertisers themselves to pitch to users. It also <\/em><em><a href=\"http:\/\/waze.tv\/\">has a site<\/a><\/em><em> specifically for TV news stations who want to use Waz<br \/>\ne for their traffic updates, on the condition they name the company on air. At the time of Bardin\u2019s interview Waze was being used on 25 TV news programs across the U.S.<\/em><\/p>\n<p style=\"padding-left: 30px;text-align: justify\"><em>Bardin said about 10% of his staff of roughly 120 people worked on the ad platform. Though it launched globally in November 2012, Waze had spent the year and a half prior \u2014 essentially most of 2012 \u2014 using its home turf of Israel as a testing bed for selling ads. \u201cWe made a tremendous number of mistakes,\u201d he said. \u201cAnd so we tried different things. We changed our model.\u201d<\/em><\/p>\n<p style=\"padding-left: 30px;text-align: justify\"><em>Many of the changes were small, such as giving the option for a user to \u201cgo\u201d to an advertiser offering cheap coffee, rather than \u201cnavigate\u201d there, since users confused the latter with going back to their original navigation plan. Waze originally wanted to make an ad model that was similar to Groupon. \u201cBut we realized we didn\u2019t want to be part of the transaction itself. We\u2019re basically media.\u201d Involving itself in the transaction opened the door to too many liabilities.<\/em><\/p>\n<p style=\"text-align: justify\"><strong>Publicit\u00e9 g\u00e9olocalis\u00e9e<\/strong><\/p>\n<p style=\"padding-left: 30px;text-align: justify\"><em>Bardin and his team learned that there were two ways that companies could advertise through its maps. One was to take a user directly to one of their outlets \u2014 a gas station offering cheaper gas, for instance, and getting more foot traffic in its convenience stores and selling higher-margin items like coffee. The other was for firms, like banks or tire companies, to make drivers aware of where their outlets were and that they existed. Nearly all Waze\u2019s ads are based on location, cross referencing where the Wazer and advertiser are in a given moment. The Holy Grail here was cross referencing all of that GPS data with another component: the consumer\u2019s destination, or intention. <strong>This is an avenue which the Waze-Google partnership will almost certainly explore further.<\/strong><\/em><\/p>\n<p style=\"padding-left: 30px;text-align: justify\"><em>\u201cIf you\u2019re driving to work it\u2019s a different experience than if you\u2019re driving to [the American department store] Macy\u2019s,\u201d said Bardin. \u201cWhen you\u2019re driving to Macy\u2019s you may actually be interested in deals from JC Penny, or a deal from Macy\u2019s, or a Macy\u2019s app, which you never cared about, ever, except when you walk into Macy\u2019s and, \u2018Hey maybe there\u2019s deals on the app that may be interesting for you.\u2019 Versus if you\u2019re driving to work you may not care about any of these deals, but knowing your bank\u2019s ATM is around the corner from your work, you may want to get that into your daily occurrence and save ATM fees.\u201d<\/em><\/p>\n<p style=\"padding-left: 30px;text-align: justify\"><em>\u201cWe\u2019re early on in figuring it out,\u201d said Bardin, \u201cbut the most important thing for us is to always work with real advertisers. Not with theories or ideas, but real advertisers, real customers, real dollars.\u201d Some of its most successful ad campaigns have been with <strong>gas stations<\/strong>; in one case a gas chain offered a deep discount on energy drinks, which led to extra sales of gas and food. Waze can\u2019t track these things through to the transaction, since most point-of-sale systems are so old, so it tracked a code that customers had to show at the counter.<\/em><\/p>\n<p style=\"padding-left: 30px;text-align: justify\"><em>Just as advertisers are able to track click-throughs and transactions on the web, they\u2019ll eventually be able to do the same with coupons redeemed through smartphones, Bardin said. \u201cIt\u2019s just going to take a long time because of the physical infrastructure.\u201d<\/em><\/p>\n<p style=\"text-align: justify\"><strong>Construire une communaut\u00e9 en r\u00e9compensant par le jeu<\/strong><\/p>\n<p style=\"text-align: justify\">La communaut\u00e9 est bas\u00e9e \u00e0 la fois sur des donn\u00e9es g\u00e9olocalis\u00e9es issues des utilisateurs eux-m\u00eames, des algorithmes, une structure hi\u00e9rarchique entre les usagers passifs et les autres, et des community managers par pays.<strong>&#160;<\/strong><\/p>\n<p style=\"text-align: justify\">Waze est partiellement \u201cgamifi\u00e9\u201d pour collecter des points d\u00e9pendants de son activit\u00e9 pour la communaut\u00e9. Bien s\u00fbr ces points d\u00e9terminent un statut, un niveau de confiance et de responsabilit\u00e9. <\/p>\n<p style=\"text-align: justify\">Ce dispositif d\u2019engagement individuel et collectif permet de mettre \u00e0 jour des cartes toutes les 24h.<\/p>\n<p style=\"padding-left: 30px;text-align: justify\"><em>This may sound unsurprising in an age of popular crowd-sourced sites like Wikipedia and Kickstarter, but consider that historically, companies like Navteq, TeleAtlas and Google have paid thousands of people to help it create maps, and update on a annual or quarterly basis at best. Bardin said that Google began realizing around 2003 that a connected world would need maps that refreshed much faster \u2013 everyday. Waze\u2019s maps are updated every 24 hours, the data stored in the cloud via Amazon servers. \u201c[Using] people gives us several advantages,\u201d said Bardin. \u201cThey\u2019re not dumb sensors. They\u2019re smart. They can see things and contribute.\u201d They also take an interest in local changes to their surroundings.<\/em><\/p>\n<p style=\"text-align: justify\"><strong>Google est consid\u00e9r\u00e9 par Waze<\/strong>&#160;comme \u201cthe best positioned company\u201d to dominate mobile, and that Apple and Microsoft were not as well prepared for that transition.<\/p>\n<p>&#160;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Identifi\u00e9 en 2010 sur ce blog (lire l&#039;article Waze arrive en France), Waze (lien vers&hellip;<\/p>\n","protected":false},"author":7,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[],"tags":[17,46,49,50,51,52,64,72,98,102,107,108,132,139,174,209],"acf":[],"_links":{"self":[{"href":"https:\/\/transportsdufutur.ademe.fr\/wp-json\/wp\/v2\/posts\/155"}],"collection":[{"href":"https:\/\/transportsdufutur.ademe.fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/transportsdufutur.ademe.fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/transportsdufutur.ademe.fr\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/transportsdufutur.ademe.fr\/wp-json\/wp\/v2\/comments?post=155"}],"version-history":[{"count":1,"href":"https:\/\/transportsdufutur.ademe.fr\/wp-json\/wp\/v2\/posts\/155\/revisions"}],"predecessor-version":[{"id":3613,"href":"https:\/\/transportsdufutur.ademe.fr\/wp-json\/wp\/v2\/posts\/155\/revisions\/3613"}],"wp:attachment":[{"href":"https:\/\/transportsdufutur.ademe.fr\/wp-json\/wp\/v2\/media?parent=155"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/transportsdufutur.ademe.fr\/wp-json\/wp\/v2\/categories?post=155"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/transportsdufutur.ademe.fr\/wp-json\/wp\/v2\/tags?post=155"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}