Ubiquity, a phenomenon to be incorporated into its client approach

Mobility is disrupting market relationships and requires a review of your relationship with your members.
What is ubiquity?

“Being present everywhere at once or in several places at the same time.”

Larousse Dictionary

In the digital age, the relationship to time and space has undergone profound changes. Thanks to new technological tools, each individual can now do several things simultaneously. The dematerialization of exchanges makes it available 24 hours a day. This change in the conception of space-time therefore brings with it a “ubiquitous” dimension to the individual’s relationships. It therefore gives him more useful time, which finds itself lengthened, duplicated and fragmented. This transformation of uses affects society in general, but also the organization of companies.

Impacts on business models

Generated by the participative web, ubiquity leads to a new constitution of the current economic model. Indeed, in the early days of the Internet, we first witnessed the dematerialization of content and a transformation of traditional distribution models (B2C or B2B). The consumer was content to absorb content without being directly involved. Today, we are more likely to find ourselves with a model where business flows come directly from consumers. This is known as C2C (consumer to consumer) or C2B (customer to business).

Business activities based on a C2C model encourage exchanges and transactions between members. For C2B companies, the monetization of exchanges is done through self-production of content (blog) and through bottom-up innovations. Indeed, consumers now participate in the creation of content and do not hesitate to propose innovation ideas to the brands they support. Thus, companies are called upon to review their customer approach, since they now have less power over their business model.

Influences on consumer behavior

This ubiquitous dimension leads to a marked change in consumer practices and expectations. They want to share, network, access and react. For a brand, it is then difficult to capture the attention of consumers with traditional advertising means. In order to stand out and overcome advertising overexposure, new techniques must be found to encourage their loyalty and commitment to the brand.

The use of technology to anticipate ubiquity

Ubiquity can be used as a lever to create customer engagement. It is simply a matter of knowing how to handle the new technological communication tools. This new ubiquitous dimension in the individual allows to create a tenfold experience using a multi-channel strategy.  Indeed, the Internet of Things makes it possible to establish new points of contact with consumers. Thus, we now speak of a continuous brand experience, where consumers are challenged both in the virtual and real world.

This change in the perception of space-time should serve to immerse consumers in the brand universe through a more active engagement on their part.

Source: :

Tcheng, H., Denervaud, I., Huet, J. & L’Hostis, A. (2007). Business models: the theater of ubiquity. L’Expansion Management Review, 124(1), 28-38. doi:10.3917/emr.124.0028.

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