[Applause]
actually for over twenty years
I work
I ‘m exploring the prices I’m reading
from every angle under every
seams in all sectors
I analyze them I understand them it’s
become my job but beyond my
craft it’s also a cute sin a
cute sin as a consumer
like you but can be is
maybe also as a citizen and
that’s what I’d like you to do
talk today let you know no
not of my certainties I will not go
inflict no truth but do you
part of a number of doubts
risk trend intuition
could happen tomorrow
to tell the truth I thought I saw everything
price in 20 years the price of a
hepatitis c drug is
sold 41000 euros or the price of a
ticket paris marseille in coach to 5
euros
I thought I had done all the
experiences elsewhere you too you
did your way to our
way an explorers experience
when you are on your computer
you order a ticket on the internet a
plane ticket and then at the moment of
book you click surprise boom the
price changed booking fees
suddenly increased it annoys you
that annoys you say but
forgive me the expression all this
it’s anything
lottery
and again you may not have
lived all the experiences I you
suggest doing next time
you take the plane
the following experience ask your
neighbor sitting right next to you
how much he paid the price of his ticket
you risk having a good surprise
or bad look at this slide
this is a study on the price of
ryanair tickets a study
scientist it’s not an opinion
these are thousands of ryanair flights
that have been analyzed and that
do you see on this graph in a same
plane
the price oscillates between 20 and 180 euros
maybe someone on the plane to
pay 9 times the ticket price of his
neighbor other example you go out of
your office to do the shopping and
where does this time hold I’m going to them
to do right next I will not go
to do at home
but in the same sign and you
see what happened at the checkout
finally the price may not be
the one you pay in the store
your neighborhood the price 5% 10% more expensive
this surprises you third example
you may have children from
students and you offered them for
that they can go back to see mum daddy
go to friends visit france a
unlimited subscription 76 euros per month
to take the train 76 euros is at
worth the price of a return ticket
paris marseille short all that for you
say what
the feeling that you have that we
have it is that there is more price than
it’s the big lottery that prices
walk on the head and you get there
even we even come to doubt
distrust settles on us we get
said but if prices are unclear if the
Prices are crazy is probably there
a wolf but actually behind
this apparent lottery I would like you
show that to a real logic
relentless a hidden rationality and
to decipher it I propose you with
me for a few minutes I you
reassure to put on cold glasses
of the economist if you put shoes on
glasses of the economist you go
see a world that relies on a
eternal principle the goal
the dream I would even say nirvana
use the big words of any
business
it’s basically selling the same product
at different prices
the ultimate dream forgive me
the expression is the price at the head
client
resume our example of ryanair the
prices seem absurd they do not
are not absurd they obey a
perfectly clear law the more you
book late the more you will pay dearly
which is normal you are captive
why do you make a gift then
he did not have a choice
other choices than to travel you are
either a businessman or you
do not travel need since you
have booked at the last moment you
so pay the expensive price the rule of
game has at least one merit she is
clear transparent
the more you reserve because the more you pay for it
is open to all second example
why did you pay more in
the store right next to your
office that is the same as
that of your home base can be
that your office and in a beautiful
neighborhood where incomes are on average
higher no reason to practice
unique prices
if people who live in the
neighborhood are richer last
example you understood it from
subscriptions young is explained enough
simply young people have few means
and above all they travel for pleasure
so if I put the normal price
young people will not travel anymore or
they will travel with blaquart where the
coaches short all that to tell you
what discrimination is old as
the world
we did not invent anything but you are
agree with me discrimination
until today it was enough
easy to understand
it was pretty simple your young age
not young people possibly your sex
call yourself and nightclubs
free for girls with
boys the date of booking more
you book late more you pay dearly
and then your place of residence
why its limits and the
discrimination because discriminate
to discriminate it has no connotation
moral discriminate that means in
economy make pay a price
different for the same product
it’s very long it’s very expensive
it’s very complicated for a seller
to know he’s facing him writing
on your face that you are
billionaire or as a rich one that a
billionaire
it’s not written on your face that
you love chocolate to the point that
you are you would be willing to pay 5
euros or 6 euros
a brief tablet until today
discrimination is a little bit left
discrimination is not part but everything
it might change tomorrow
I have no certainty
I would simply like to share with
you a number of institutions and
of doubt all this could possibly
change hands due or through a
event that we all use
days of an internet technology and the
big data we may be tomorrow
with two fingers in any case the
companies may be two
fingers touching this famous nirvana
to make everyone pay for his
price why because every day
we will be on the internet
we go on social networks
in short we leave small traces
small pebbles
when you go to a site
reservation tell you sometimes log
you with your facebook account
you navigate and when you navigate
on the internet the costs that are posed
on you cookies these little chips
which will allow you to follow you
Did you like an article?
ask for the ur you will choose to
the leak and thus revealing your tastes
your preferences your trends
of course all this information
are scrutinized not by the eye of
Moscow by thousands of millions
eyes of the advertisers who are going to
classify sort make profiles
women over 35 csp + inhabitants to
marseille and once you get to
profiling of course we’re going to target a
product already exists via an advertisement
it exists
and why not tomorrow targeting no
more about products but in terms of
price deep down why not imagine that
thanks to the internet or because
internet at the bottom tomorrow everyone would have
its price a bit like the flea market
but unlike the flea market
it’s a flea market in real time where
everything is played in milliseconds
gold it looks like it’s nice your
history but it’s science
fiction that’s right it’s true that for
moment there is no evidence
empirically that companies make
price at the head of the customer on the internet
you have a serious close investigation
of the heart and the repression of
frauds that tells you but ultimately
this idea that we all have spotted
my internet address
we will do ip and tracking and a
once we have spotted my address
internet we can know how long
I connected
how many times have I typed paris rome
on the internet and thus deduce from
valuable information to make me
a specific price and well that tells us
this report all this remains for
the moment a fantasy but the same
report tells us that if you book
a ticket during off-peak hours
you will not quite have the same
price only if you book it to others
schedules it also shows us that if
you started by using a
price comparison before booking
you may also have a
promotion and the subject is taken so much
seriously that president obama whose
we can assume she’s kind of worried he
had other concerns than
to be interested in prices on the internet
ordered a report
see this report which you have the
big data encryption pricing
and that shows this report he tells you
technologically prices
personalized it is possible the
question is not whether one
can the question is whether the
companies want it and besides the
report illustrates with the help of an example
very interesting the example of a toys
sold on amazon you have abscissa
two years from those of the selling price of
this object 2012 2014 and wake the price
oscillates between $ 10 and $ 17 as
if companies tried to test the
customers according to the price brief everything
this is science fiction for
the moment but nothing technologically does
prevent it but basically if it came
to arrive
should it really be worried
Yes
and no yes because if we spotted
that you are rich that you are
easy because of your behavior on
facebook of all the traces you
have left then we do not have any
reason to make you promotions you
will pay the high price if I know you
like such product there is no reason
that I make a promotion after all
it’s an old idea like the world
when you go to the flea market and that
you turn for an hour around the
old solex bikes of your dreams
the seller has spotted you he will be very
difficult then to negotiate a
lower prices, whose first impacts
price differentiation those who
have the means
those who will reveal that they are
really will pay full pot more
worrying yet what information
were used to propose me
not just a targeted product but a
target price and my age I usually
my sex is already more tendentious
I can not help being a man
my religion my preferences the
sexuality
what information was
used to offer me this price
targeted so let’s reassure ourselves there are some
safeguards first there are the laws on the
data protection by personal on
do not do anything and everything with
our data there may be a second
crazy guard it’s the fear not there our
fear the business fear the fear of
companies to play too much with the prices
so that the customers in the end
will tell each other but we were taken a
little bit for fools and the
sanction at the time of social networks
can go very fast
this is called e-reputation
but let’s be optimistic let’s see if the
best of big data and internet
firstly and yes that can we
surprise the big advantage of big data
is that it may be possible to do
pay more to those who have the
means
it also makes it possible to charge less
dear to those who have no money so
you are poor young people and that the internet
you to spot you may have
a price more access
target as the others and the report of
ban to emphasize their contribution to
Mrs Obama insists a lot on this point
by saying attention discrimination
not in the moral sense in the sense
economic it still a quality
this allows by targeting people to
low income to give them access
to the markets
and then a second virtue a second
quality of big data
it’s the targeting of products that we
already know you have all done
this experience you read an article
of the world.fr of liberation.fr of
figaro.fr no matter the publisher and then
during the reading you receive a
advertising on scooters
electrical
this is weird two days ago
you went to a site you
find out about scooters
electrical
it’s still not bad you have
finally received a targeted advertisement by
relation to one of your desires
in short, big data is neither good nor
bad it brings the best there
sometimes understood in terms of price
concerning the access of the poorest to
markets but also maybe sometimes
the worst
you just have to be aware
to make his choices
make her choices maybe to play
with the rule of the game to play with
Internet
you know that tricks or in any
some people think they have found
tips to thwart strategies
companies
you have two very economists
seriously who have published a paper in
economic john hall
they studied us thousands of
price of airline tickets they claim
have found the rule I give it to you
it would be necessary to reserve on July 2nd
weeks before takeoff and especially
book your ticket at night
why because at night the
secretaries and businessmen
sleep but be aware
vigilant about the benefits and
disadvantages of big data
it did not fall into solutions
too simple too simplistic too
radicals and I would like to finish with
a news event
there is a directive that is in the process of
discussion in europe that will take place
maybe in 2018 that would allow you
if it were adopted to block all
cookies on your computer in
clear when you connect to the internet
you could choose to never be
tracked
we want to applaud with both hands
it’s awesome finally quiet more than
unwanted advertisements
it’s not so simple it’s not so
simple because today you passed
more than four hours a day on your
smartphone and on your tablet
so digital advertising has become
strategic not just for
publishers for free sites
do you make a little reasoning if
everyone blocks cookies there are
more targeted information about us if
unless there is targeted information on
we there is less targeted advertising
so the value of advertising decreases
and free sites can no longer
finance
finished free recipes on scullions
finished reading free articles
on the world.fr we will go maybe in
a world at all paying
still need to be able to pay you see
I will not tell you what it takes
make
I would just like to finish
tell you the question we asked ourselves
today that of knowing what to do if
the personalized prices came to
develop on the internet
this question is a
collective responsibility that is not
a question to which an expert can
answer because it’s not a
economists question it’s not a
consumer issue I believe that
it’s a question of citizens thank you
your attention
[Applause]
[Music]
”
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