Créée en 2004, sous le nom de covoiturage.fr, Blablacar est une marketplace de services qui met en relation des conducteurs et des passagers qui souhaitent partager leur trajet et leur frais de déplacement.
Les conducteurs publient le nombre de places disponibles dans leur véhicule et les passagers n’ont plus qu’à réserver leur trajet sur le site ou l’application mobile. La distance moyenne des trajets proposés est de 330 kilomètres.
Cette mise en relation a été pendant longtemps gratuite, seulement, depuis 2011, les frais qui sont pris par Blablacar sont de 1.60€ pour des trajets de 8€ ou moins et pour le reste la plateforme prend 20% sur les trajets compris entre 8€ et 20.80€. Pour les trajets plus chers la commission est dégressive.
Lancement des trajets quotidiens domicile-travail
Avec la concurrence de plus en plus compétitive, Blablacar a décidé de réagir en se lançant le 2 mai 2017 dans le covoiturage de trajet quotidien. Cette nouvelle application se nomme Blablalines et a déjà été téléchargée 21 millions de fois. Toujours plus d’innovations pour Blablacar.
Cependant, ça n’a pas toujours été facile. Anciennement appelée covoiturage.fr, cette startup d’économie de partage a été rachetée par Frédéric Mazzella en 2006. A cette époque, le covoiturage n’était toujours pas vu d’un très bon oeil. Les personnes restaient perplexes à l’idée de voyager avec des inconnus.
En 2008, Blablacar décide de lancer de nouvelles fonctionnalités pour rassurer ses utilisateurs:
– photo sur chaque profil,
– possibilité si le véhicule est fumeur ou non,
– “bavard” ou pas ( exemple: Bla: ne parle presque pas ; Blabla: Un peu ; Blablacar : beaucoup),
– notation et avis des usagers.
Depuis l’ajout de ces fonctionnalités, le nombre d’utilisateurs de cette marketplace ne cesse de monter en flèche.
Nombre d’usagers (par année)
Source: Presse citron
L’augmentation des utilisateurs n’est pas seulement due à l’ajout de fonctionnalités sur la marketplace. Comme le fait remarquer l’article d’Alternatives Économiques, le taux d’annulation avant 2011 était de 30%. Pour réagir, Blablacar a décidé de ne plus rembourser la totalité des trajets à ces utilisateurs, faisant ainsi baisser le taux d’annulation à 3%.
Un lancement sur le marché international très tôt?
Cette marketplace s’est lancée dès 2009 à l’international, avec l’Espagne. Cependant, l’entreprise a eu beaucoup de mal à devenir rentable vu le nombre important d’investissements dus à l’implantation à l’étranger, près de 200 millions de dollars pour développer le covoiturage dans le monde.
Le succès de Blablacar est dû à un phénomène appelé l’effet de réseau. L’effet de réseau est un mécanisme d’externalité économique. Plus le nombre de trajets proposé sur la marketplace est important, plus les passagers ont de chance de trouver un trajet. Et avec cela, Blablacar a donc atteint la masse critique nécessaire à son succès avant les concurrents.
Fin de l’autosolisme
Le succès de Blablacar est également dû à la remise de l’autosolisme. L’autosolisme est le fait de voyager seul dans un voiture.
Comme le dit Yves Crozet : “La voiture partagée, c’est la vraie révolution des transports et la clé de la mobilité durable”.
Source: Blog IDVROOM
Blablacar a du soucis à se faire avec la libéralisation prochaine du transport interrégional.
Cette libéralisation du transport interrégional inquiète la SNCF, mais aussi les entreprises de covoiturage. Jusqu’à présent le transport en car, était très peu utilisé mais aujourd’hui, la libéralisation ce mode de transport représente une nouvelle alternative très économique, susceptible de séduire une clientèle jeune.
Blablacar pourrait avoir du souci à se faire avec le développement massif des lignes d’autocars qui ferait perdre à la start-up française une partie de sa spécificité.
Blablacar a su s’imposer en tant que leader mondial du covoiturage. Tous le monde connaît Blablacar. C’est une marketplace présente dans 22 pays. Blablacar a connu des débuts difficiles. Mais, l’ajout de plusieurs fonctionnalités et d’une nouvelle application, a permis à Blablacar de se différencier de ces concurrents. Le lancement de l’application Blablalines, en mai 2017, fait progresser cette startup française. En effet, cela lui a permis d’accroître sa cible et son marché.
Cette marketplace est aujourd’hui le leader mondial du covoiturage. Par conséquent, elle arrive même a faire “peur” aux grands de ce monde comme la SNCF, qui a dû revoir ces prix à la baisse.
Source : Alternatives Economiques
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