{"id":302,"date":"2016-02-19T01:24:44","date_gmt":"2016-02-19T00:24:44","guid":{"rendered":"https:\/\/stephaneamiot.wordpress.com\/?p=302"},"modified":"2024-09-30T15:44:45","modified_gmt":"2024-09-30T13:44:45","slug":"ca-devait-arriver","status":"publish","type":"post","link":"https:\/\/stephaneamiot.fr\/index.php\/2016\/02\/19\/ca-devait-arriver\/","title":{"rendered":"\u00c7a devait arriver…"},"content":{"rendered":"\n
\"\"<\/figure>\n\n\n\n

Le service am\u00e9ricain Scribd proposait depuis octobre 2013 une offre d’abonnement de type \u00ab all you can eat <\/em>\u00bb au prix de 8,99 $. \u00c0 partir de mars, l’offre<\/a> ne sera plus illimit\u00e9e, annonce aujourd’hui Scribd sur son site. Comment en est-on arriv\u00e9 l\u00e0 ?<\/h2>\n\n\n\n

Le catalogue, constitu\u00e9 au d\u00e9but de livres auto-publi\u00e9s et de petits ou moyens \u00e9diteurs, s’est beaucoup enrichi au fil du temps gr\u00e2ce \u00e0 l’arriv\u00e9e de 3 des 5 majors am\u00e9ricaines (HarperCollins et sa filiale Harlequin, Simon & Schuster, Macmillan) et plus r\u00e9cemment des principaux \u00e9diteurs de comics<\/em> et d’audiobooks.
Fort de cette offre toujours plus attractive, Scribd a recrut\u00e9 de nombreux clients, et les a fid\u00e9lis\u00e9s gr\u00e2ce \u00e0 une exp\u00e9rience utilisateur irr\u00e9prochable. L’arr\u00eat de son concurrent Oyster en septembre 2015 \u00e0 contribu\u00e9 \u00e0 renforcer sa position sur le march\u00e9 am\u00e9ricain, o\u00f9 seul Amazon avec Kindle Unlimited lui fait face aujourd’hui. Le sobriquet trop vite attribu\u00e9 de \u00ab Netflix du livre \u00bb n’est donc plus usurp\u00e9.
Mais tout \u00e0 un prix. Les contrats sign\u00e9s avec les grands \u00e9diteurs sont tr\u00e8s favorables \u00e0 ces derniers : je me suis laiss\u00e9 dire qu’\u00e0 partir de 10%, un ebook est r\u00e9put\u00e9 lu, et 70% de son prix public (souvent situ\u00e9 entre 7,99 $ et 12,99 $) doit \u00eatre revers\u00e9 \u00e0 l’\u00e9diteur. Ce qui signifie qu’un client de Scribd lui faire perdre de l’argent s’il lit plus d’un livre par mois dans cette cat\u00e9gorie. Certes le syst\u00e8me est moins g\u00e9n\u00e9reux avec les plus petits ayant-droits. Certes de nombreux lecteurs n’abusent pas de ce \u00ab buffet \u00e0 volont\u00e9 \u00bb et consomment raisonnablement. Certes le prix public des livres les plus lus se situe plut\u00f4t en dessous de 5 $. Il n’emp\u00eache que la d\u00e9cision prise aujourd’hui par Scribd montre que son mod\u00e8le \u00e9conomique initial n’\u00e9tait pas soutenable en l’\u00e9tat, car 3% de lecteurs insatiables menacent en permanence l’\u00e9quilibre g\u00e9n\u00e9ral du syst\u00e8me, et donc… sa tr\u00e9sorerie.
Qui sont ces 3% ? Scribd ne nous le dit pas mais on peut supputer qu’ils s’agit de lectrices r\u00e9guli\u00e8res de romans sentimentaux d\u00e9vor\u00e9s en une soir\u00e9e, et dont Harlequin (sus-cit\u00e9) est justement le plus gros pourvoyeur. Le genre d’\u00e9diteur dont on ne peut se passer dans un tel service, mais qui peut \u00ab br\u00fbler votre cash \u00bb \u00e0 la vitesse d’un incendie de for\u00eat californien.
Scribd a donc d\u00e9cid\u00e9 de \u00ab sacrifier \u00bb ces 3% pour survivre et conserver les autres.
D’autres options strat\u00e9giques \u00e9taient envisageables : augmenter le prix, ou le moduler en fonction de la consommation r\u00e9elle ; cr\u00e9er des offres d’abonnement par genre ; ren\u00e9gocier certains contrats…
Scribd a pr\u00e9f\u00e9r\u00e9 faire simple, en maintenant son prix unique tout en limitant l’offre \u00e0 3 livres par mois (auxquels s’ajoute un  acc\u00e8s illimit\u00e9 \u00e0 la s\u00e9lection que fera mensuellement l’\u00e9quipe dans le catalogue de fond). La start-up prend ainsi un virage habile, qui devrait lui permettre de pr\u00e9server l’essentiel de son chiffre d’affaires en ma\u00eetrisant ses d\u00e9penses. Reste \u00e0 savoir si la promesse commerciale sera toujours aussi attractive, et si le service poursuivra sa courbe de croissance. \u00c0 suivre…<\/p>\n","protected":false},"excerpt":{"rendered":"

Le service am\u00e9ricain Scribd proposait depuis octobre 2013 une offre d’abonnement de type \u00ab all you can eat \u00bb au prix de 8,99 $. \u00c0 partir de mars, l’offre ne sera plus illimit\u00e9e, annonce aujourd’hui Scribd sur son site. Comment en est-on arriv\u00e9 l\u00e0 ? Le catalogue, constitu\u00e9 au d\u00e9but de livres auto-publi\u00e9s et de petits 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