Edmond Baranes: In the Digital Spotlight

When Edmond Baranes began his doctoral dissertation at the University of Paris 1 Panthéon-Sorbonne on the economics of telecommunications networks and services in the early 1990s, he could not have foreseen that his field of study would undergo major upheavals. The professor of economics at the University of Montpellier has had a front-row seat to a landscape upended by the arrival of the Internet, then restructured around global economic giants such as Google and Microsoft.“I’ve always been surprised by the speed of change in this sector, by how quickly players adapt, and by how quickly users embrace new services. Today, with generative AI, I feel like things are accelerating even further,” the researcher notes.

"Very forceful reports"

He focuses on digital markets, whose transformations have“raised numerous questions of economic analysis.” He thus examines France Télécom’s transition to Orange, the opening of the market to competition, the golden age of telecom operators, and the rise of digital content providers—the GAFAM companies, now known as MAMAA (Microsoft, Amazon, Meta, Apple, and Alphabet). The economist studies the relationships between operators and providers, relationships that have become asymmetrical in the face of the new digital giants.“By basing their business model on data, providers need more and more bandwidth; it’s up to the operators to keep up and invest accordingly in the networks, with no guarantee of a return on investment. I’ve participated in discussions in Brussels, where I’ve witnessed some very heated exchanges,” notes Edmond Baranes, who has also observed the lobbying efforts of these private players: “They now influence the functioning of markets and national and European policies to an extent never seen before.”

After arriving in Montpellier in 2001, following a professorship at the University of Artois, Edmond Baranes developed a second area of research in energy economics. Today, he is also interested in the energy consumption of digital technology. The data economy is, in fact, one of the drivers behind the digital sector’s energy appetite, since processing ever-larger volumes of data requires an increase in the number of processors and data centers, whose operations drive up the sector’s energy consumption.“And the rise of AI is further accelerating this ecological footprint,” emphasizes the researcher at Montpellier Research in Economics (MRE), adding , “at the same time, AI can contribute to the ecological transition.”

Economic Models of Data

For the past two years, Edmond Baranes has been developing a third area of expertise—economic models for data, particularly geolocation data—in his capacity as chair of the “Economic Models” commission of the National Committee on Geolocation Information (Cnig), which reports to the minister in charge of sustainable development. Since June 3, 2024, he has also assumed the role of dean of the School of Economics. Newly elected—having served as associate dean alongside François Mirabel since 2019—he acknowledges that the task is not entirely new to him. This new five-year term“will build on my previous work, particularly regarding socio-economic partnerships for vocational training,”he explains. Work-study programs were already introduced at the start of the 2023 academic year in two master’s programs: “Digital Economy” and “Energy Economics.”

The goal is to expand the number of programs open to work-study options, particularly starting in the third year of a bachelor’s degree.“This move toward professionalization beginning in the bachelor’s program is a request that comes primarily from academic advisory boards, where some students wish to enter the job market after completing their bachelor’s degree.” In discussions with socio-economic partners, they also see value in hiring young economists who are well-versed in data analysis and proficient with digital tools—individuals capable of conducting analyses on investment projects, for example.” Edmond Baranes now needs to get all of his colleagues on board, some of whom may be reluctant, particularly given the complexity of managing these dual-track programs. The internationalization of academic programs is also a key focus of his commitment to the Faculty of Economics; he hopes to make it a priority and explore the implementation of dual degree programs in collaboration with the University of Montpellier’s strategic partners“to offer our students international academic and professional opportunities,” he concludes.