Quel avenir pour l’imprimé ?

Présenté par les Pages Jaunes
Quel avenir pour l'imprimé ?
Stéphane Monat, Directeur Marketing de PagesJaunes Digital Média

Le développement des applications numériques bouleverse fondamentalement les usages quotidiens de la société française et notamment son rapport avec l’imprimé. PagesJaunes a toujours été précurseur de ces nouveaux usages et Stéphane Monat, Directeur Marketing de PagesJaunes Digital Média s’entretient de ces révolutions avec Jacques de Rotalier, journaliste dans des revues spécialisées de la chaîne graphique et consultant papier.


Quelle est la place de l’imprimé dans la société française face au numérique ?

M. Jacques de Rotalier : Si l’on définit le numérique comme l’encodage de toute activité humaine, il est bien clair que le numérique comme langage et comme mode de fonctionnement interactif est en train de se développer de manière fulgurante.

L’imprimé va aussi profiter de ce mode de fonctionnement : le numérique que l’on voit comme outil de dématérialisation  est aussi un outil de re-matérialisation. Il vous permet d’imprimer chez vous les documents cruciaux que l’on vous envoie par le net et que vous conserverez dans des endroits connus de vous seuls. Le numérique permet également  d’imprimer en petits volumes vos photos, vos livres personnels.

Cette impression mieux ciblée est ainsi une réponse aux critiques parfois formulées sur le gaspillage de papier : on n’imprime que ce dont a besoin.

Plus fondamental encore, face à l’incessant et envahissant « bavardage numérique », l’imprimé reste l’outil de la réflexion, selon l’adage anglo-saxon que j’aime beaucoup : « Papier speaks to us quietly ».

Chez PagesJaunes, comment avez-vous pu anticiper cette mutation de la société ?

M. Stéphane Monat : La mission de PagesJaunes est, depuis sa création, de mettre en relation les consommateurs et les professionnels. Notre activité nous place au cœur des usages de consommation d’informations pratiques et locales et fait que nous suivons, voire nous anticipons, les évolutions de ces usages.

Nous avons donc toujours fait partie des éditeurs pionniers sur les nouveaux médias numériques : dans les années 80 avec le Minitel, sur Internet dès 1996 avec le lancement de pagesjaunes.fr, en 2000 sur mobile avec le site wap.pagesjaunes.fr et en 2009 avec l’application PagesJaunes disponible dès le lancement de l’iPhone.

Depuis près de 70 ans, PagesJaunes accompagne à la fois l’évolution des usages des Français mais aussi la transformation du marché des médias en France, avec pour crédo : rendre la technologie accessible à tous.

Quelle est votre vision pour demain ?

M. Stéphane Monat : Aujourd’hui, PagesJaunes est présent dans la quasi totalité des foyers français : 92% des Français possèdent un accès à Internet, 91% possèdent un mobile et 50% ont un accès à Internet sur mobile et 78% possèdent un annuaire imprimé.

Depuis l’émergence des NTIC, nous avons développé notre stratégie autour du concept ATAWAD, (Any Time Any Where Any Device), c’est-à-dire être accessible à tous, tout le temps, partout. Cela permet à nos utilisateurs d’avoir une continuité parfaite de service et de choisir le support PagesJaunes qui répond le mieux à leurs profils, leurs besoins, leurs contextes d’usage et au terminal dont il dispose.

Contrairement aux idées reçues, si nous assistons de nos jours à la décroissance de l’utilisation de l’annuaire imprimé, les usages ne se canibalisent pas, ils se complètent.  L’annuaire imprimé reste ainsi un des atouts de notre stratégie de présence dans un maximum de foyers français.

M. Jacques de Rotalier : Aujourd’hui, le support de l’imprimé est essentiellement le papier, matière abondante, naturelle, renouvelable, atouts majeurs dans un monde fini. Le numérique actuel fait très souvent appel à des matières rares, peu renouvelables.

Difficile de savoir comment les choses vont évoluer, car les recherches sur ces sujets sont nombreuses et évoluent vite.

Ce que l’on peut dire c’est que le matelas cellulosique fibreux, appelé papier, a des potentiels probablement énormes, encore peu connus.

Il est déjà support d’activités numériques (QR Code, papier cliquable), mais on doit pouvoir aller plus loin dans cette direction.

Il peut être encore plus fin, plus léger, il peut être imperméable !

A terme pourquoi ne pas imaginer un annuaire papier hybride, léger, facile à manipuler,  avec d’un côté des pages de notes personnelles écrites, et de l’autre des pages rechargeables électroniquement ?

Et là, on n’est pas dans la science fiction… C’est tout proche, à portée de main, comme un annuaire !!

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