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TheMediaIndustryattheDigitalCrossroadsArtificialIntelligencetotheRescue? ReneBuest
DirectorofTechnologyResearch
VDZTechSummit
November22,2017,Hamburg
ABOUTME.
ReneBuestDirectorofTechnologyResearch
• 7+YearsExperienceasTechnologyAnalyst• ResearchAreas
• CloudComputing• DigitalEnterprise• DigitalInfrastructure&Platforms
• FormerAnalystFirms• CrispResearch• NewAgeDisruption• Gigaom Research @ReneBuest
DIGITIZATIONIt’sanEvolution,Stupid!
THEDIGITALEVOLUTION– STEPBYSTEP.
+40Years
1971Intel4004:Firstmicroprocessorproducedinseries
1994Amazon
1998Google
2004Facebook
2010Pinterest
1985Windows1.0
2006AmazonWebServices
1990Internet
1950erDevelopmentElectronicComputer
1969Arpanet
1976Apple
1975Microsoft
2010WhatsApp
2014AmazonAlexa/Echo
2001Expedia
2008Spotify
2008Airbnb
2009Uber2003
Skype
1984Cisco
1972SAP
1999Salesforce
1977Oracle
2010Instagram
Cloudimpact
2011AppleSiri
2016GoogleAssistant
2007AppleiPhone
2007Netflix(onDemand)
2003Tesla
1997Netflix
2012GoogleNow
DIGITALENTERPRISEEVOLUTION.
DigitalEnterpriseEvolution
DigitalEnterprise1.0(1970- 2000)
DigitalEnterprise2.0(2001- 2015)
DigitalEnterprise3.0(2016- …)
• Mainframes• TerminalSystems• PersonalComputer• LocalAreaNetworks• Client-Server-Architecture• EnterpriseComputing• Software&Applications• Internet
• MobileComputing(Smartphones,Tablets)
• Cloud(IaaS,PaaS,SaaS)• Web-Centric-Architecture• Software-definedX(SDx)• InternetofThings(IoT)• APIEconomy• Interconnectionwith
Ecosystems• SocialMedia
• End-to-Endofferings(Devices+Services)
• SophisticatedInterconnectionbasedonIoT (People,Objects,Locationsandmore)
• Context-EconomybasedonData&Knowledge
• AI-definedWorld(Smart/IntelligentEnvironments)
THEMAGICTRIANGLE.
Digital
Cloud AI-driven
NextGenerationBusiness
• Scalability• Elasticity• GlobalReach• Localization• StateoftheArtTechnologies• FasterDeployments/Releases• CostEffective• […]
• BetterUnderstanding• FancyExperience• DeeperEngagement• Customized• Predictive• Conversational• Augmented• […]
CHALLENGESFORTHEESTABLISHEDECONOMY
PLATFORMCOMPANIESINVADETHECOMPETITIVESPACEOFESTABLISHEDCOMPANIESWITHTHEIRSTRONGCASHPOSITION.
THEPLATFORMCOMPANIES’CASHPOSITIONLotsofcashtoinvestwithnourgencytoprioritizebudgets.
THEESTABLISHEDCOMPANIES’CASHPOSITIONVerylittlecashtoinvest,highpressurethroughexternalstakeholders(capitalmarket,customersetc.).
total revenue
totalcost
Playmoney
marginexpectedby/returnedtomarket
cost of revenue
$
Playmoney
$
cost of revenue
PLATFORMCOMPANIESR&DSPENDINGSAREINCREDIBLE.
Source:DerSpiegel
PLATFORMCOMPANIESHIJACKTHEDIRECTRELATIONSHIPBETWEENTHEESTABLISHEDCOMPANIESANDTHEIRCUSTOMERS.
Customerschooseplatform
RETAIL
CUSTOMIZEDADVERTISING,
IN-/OUTBOUND
E-COMMERCE
Customerschoosegoodsandservices
fromplatform
Brandinfluencescustomerstobuytheirproducts/services
Brandoffers itsproducts /services onmultiplechannels
BRANDNO.1
BRANDNO.2
BRANDNO.3
Platformwillalwayssatisfythecustomerstokeepthemfrom
switching
INTHEPAST:DIRECTCUSTOMERRELATIONSHIP
TODAY:POINTOFSALEMOVESINTOTHEPLATFORM
Platform chooses goods/servicesfrom the brand based onthe
customers‘preferences
BRANDNO.1
BRANDNO.2
BRANDNO.3
CustomerschooseanAIassistantplatform!
How can Ihelp you?
Needsomething?
GENERALAIUNIVERSE– BIGINTERNETCOMPANIESBUILDTHEIROWNGENERALAI.
THE“HOTELCALIFORNIA-EFFECT”–Consumerscancheckoutanytimetheylike,butcanneverleave.
• BigInternetcompanieslikeAmazon,GoogleandFacebookcollectendlessamountsofdataandcreatetheirownGeneralAIs.
• Endconsumersgivetheirdata/knowledgetothecompaniesandinreturngetfreeaccesstoofferedservices.
• TheAIsfromthesecompaniesareusedtobuilddisruptiveordisintermediatingapproachesthatcannotbeusedbyenterpriseswhoarethreatenedbythesedisruptionsandintermediations.
• Servingconsumerswithfreeservices,gettingtheirdatainreturnandthedisruptiveapproachesareinterconnectedtocreatea“HotelCalifornia”effect.Consumerscan“check-outanytimetheylike,buttheycanneverleave.”
offer(partlyfree)servicestotheconsumers
Consumersgivedatabackinreturn
Build their ownGeneralAIsonthe consumers‘data.
GENERALAI
ESTABLISHEDCOMPANIESdonothaveaccesstotheseGeneralAIswithoutendangeringtheirveryexistence.
THEAI-ENABLEDENTERPRISE
AIISTHESTRONGESTTOOL.
Astrongbrand,outstandingservicesandinnovationaretheconditionsforsurvival.Butturningexponentialistheonlywaytosuccessfullycompeteagainstcompaniesthatarealreadyexponential.
PLATFORMCOMPANIESTHINKBIGPlatformsareexponentialandthinkbigregardingtheirtargetsforimprovement.Theychoosetostartdisruptingindustriesthattouchbillionssuchashealthcare,transportation,communications,energy,financeandtelecoms.
AIINTHECORPORATETOOLKITAIisoneofthetools– potentiallytheonlyone– inthecorporatetoolkittohelpovercomethesecompetitivethreatsANDmakeuseofthestrongsideofestablishedplayers:THEIREXPERIENCE.
WithAIanythingthatisaprocessinyourcompanytodaycanbeautomated.Onyourjourneytonewbusinessmodels,imaginewhatyoucantowiththefinancialresourcesandtalentsetfreewhentoday’sbusinessislargelyrunbyAI.
turningexponential
THEEND-TO-ENDPLANFORTHEAI-ENABLEDENTERPRISE.
D A TA
S T RA T E G Y
E X E C U T I ON
AI-enabledEnterprise
RETHINKSTRATEGYThinkaboutanew(exponential)businessmodel.
TOP-DOWNRETRAININGPrepareandtrainyourorganizationforanAI-enabledenterpriseandacceptinganewbusinessmodel.
PREDICTIVEANALYTICSUsedatafromthesemanticmaptoexpedite,improvebusinessprocessesandfuturebusinessevents.
SEMANTICMAPOFYOURDATAAcceptcontinuousdataflowasafoundationforfuturestrategy.
AUTONOMOUSITOPERATIONSAutomateIToperationtoreceiveimmediatevaluebroughtbyHIROTM andcollectdata.
EXPANDTOOTHERBUSINESSPROCESSESUsingknowledgeofcompanygatheredthoughITautomation,makemoreprocessesautonomous.
DATA-DRIVENPROCESSESUsedataandAItogenerateoutcomebasedprocesses.
1 2
34 5
6
7
ARTIFICIALINTELLIGENCE& THEMEDIAINDUSTRY
WHATCOULDTHEMEDIAINDUSTRYDO?
STOP PLAYINGTHEEYEBALLGAME
Simplifylanguagetosuitemoreandmorebasicemotionstogetmoreeyeballsintheshortrundidnotwork,didit?
• Companieswithmorereachhavemoreeyeballs• Companieswithmoreclientsknowtrendsbetter• Companieswithcentralized contentmanagement
canproducemoreindividualizedcontent
START PLAYINGTHEVALUEGAME
Optimizeyourplatformtoday,butplantogetpayedforsomethingyouknowbetterthanothers.
Today:• ImplementnarrowAIforrecommendations• Hookyourselfintoexistingstreamsandplatforms
tomakemoney• Createanunderstanding ofyourclientsandyour
clients’friendsinthecontextofyourmedium
Tomorrow:• Stopcreatingthesamething20timesinone
company• Insteadfocusoncreatingmoreindividualized and
bettertargetedPERSON-2-PERSON content• Sellvalue,noteyeballs(time,security,risk
awareness,…)
SUPPORTOURGOALS– AEUROPEANAPPROACH
FULLAUTONOMY:
WithourArtificialIntelligence(AI),establishedcompaniescanrunanyprocessautonomouslywhileretainingtheirknowledge andmonetizingtheirexperience.
AI DP
ADATA-POOLFORESTABLISHEDCOMPANIESWITHSTRICTDATAPROTECTIONUNDEREUROPEANLAW:
WeareworkingonaData-Pool whereestablishedcompanies’dataisorganizedsemanticallyandsharable.Dataremainsundertheirfullcontrolandownership,followingstrictEuropeandataprotectionprinciples.
DIGITALCORRELATIONEverythingIsDirectlyInterconnected.
DIGITALCORRELATION.
Digital
CloudComputing
DataAnalytics
Internetof
Things
FogComputing
ArtificialIntelligence
AugmentedReality
Blockchain
TemplateEconomy (3D Printer)
SDx
AutonomousLife
AdvancedPersonal
Assistants
Connectivitye.g. 5G
THANKYOU
GETINTOUCH.
ReneBuestDirectorofTechnologyResearch
arago GmbHEschersheimer Landstrasse 526- 53260433FrankfurtamMainE-Mail:[email protected]:+496940568172Mobile:+4915114515020
@ReneBuest
CONTACT.
GETINTOUCHEurope&OtherRegions:arago GmbHEschersheimer Landstr.526-53260433FrankfurtamMainGermanyEmail:[email protected]
NorthAmerica:arago Inc.41E11thStNewYork,NY10003USAEmail:[email protected]
OTHERRESOURCESHIROTM StoryshowsdatafromrealHIROinstallationsacrossamultitudeofclientswithIToperationsasasampleset.SeeautomationratesbytechnologyorprocessandexaminehowHIROcombinesmanypossiblesolutionsoutoffewKis tosolvealargevarietyofproblems.
HIROTM Portalprovidesstatisticalinformationtomonitor,trackandanalyzeautomationactivities.Italsoprovidesresourcesforenterprisestoimprovetheirautomationrates.Furthermore,theportalallowsuserstomanageexistinglicensesandinstallationsaswellastocreatenewlicenses.
HIROTM CommunityiswhereKIscanbeshared,requestedandreviewedcollaborativelybylogged-inusersandArago’s experts.ItalsooffersanenterprisefunctionalitywhereKIsandKIbundlescanbesharedexclusivelywithinorganizations.
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