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FIVE: AI for Marketers
30 minutes | 4 days ago
S2 E8: AI’s Role in Identity
Marketers are currently evaluating how to effectively target and measure digital advertising at scale while adjusting for a whole bunch of ad industry shifts. And, how to do that with the same efficiency we’ve all gotten used to. In this episode, show host Jake Moskowitz talks with Todd Touesnard, EVP of Product and Data Science at Ericsson Emodo, about a number of AI-related topics, including potential applications of machine learning for targeting advertising audiences without device IDs. Jake’s FIVE list: Five ways AI can help the ad industry adjust for the changes to Identity: Make up for lost scale Make wiser decisions in the face of rising costs for ID-based inventory Make contextual targeting more flexible by incorporating a wider definition of context Allow marketers to focus on data quality rather than quantity Be more privacy compliant Jake and Jeremy Lockhorn meet up again to explore some really interesting ways to experience AI personally. They share four browser-based applications that are free, easy to access and easy to use. And, they’re really fun. Referenced in the segment: https://quillbot.com/summarize https://teachablemachine.withgoogle.com/ https://research.google.com/semantris https://quickdraw.withgoogle.com/ The post S2 E8: AI’s Role in Identity appeared first on Emodo.
33 minutes | 2 months ago
S2 E7: The AI Pitch and Catch
Marketers are really good at detecting marketing BS. In the marketing field, AI is all the rage. There’s excitement around new AI capabilities. There’s heightened interest in AI-driven efficiency. And there’s an ongoing stream of new opportunities that are springing from AI innovation. That might lead even the best of us to get carried away in claims of AI “magic.” At the same time, there’s also growing competition in the growing field of AI solutions and AI has become a buzzword, a catch-all term. That often leads to companies feeling pressure to wave the AI flag and dive immediately into the AI details. But that can spark more questions than enthusiasm. This episode of FIVE focuses on the AI sales pitch to help marketers hone their intuition, find the legit powerful solutions, sniff out the gotchas… and answer the question, “What’s the catch?” The FIVE List Join us for episode 7 for the all the details behind the FIVE: If you’re selling solutions powered by real AI, then you should really try to avoid pinning your story on AI. If you’re a buyer, spend most of your time diagnosing your problem and far less on finding the solution. Sellers should sell performance first, not technology. Buyers and sellers should expect clarity and transparency from each other. If you’re thinking about adopting an AI-powered solution, it’s better to take a step and fail than not try at all. Three impressive, insightful guests to explore best practices for vendors selling AI-powered solutions. And, best practices for marketers looking to implement AI-powered solutions. Parry Malm, CEO @ Phrasee the most advanced AI-Powered Copywriting tech on the planet, a world-leading natural language generation system that writes marketing copy that sounds human – and fits your brand’s voice. It’s a deep learning engine that can predict what language will and won’t work better than any human. The tech extends across all digital channels, including email, push, paid social, paid search, display, and web, giving you a consistently high-performing brand voice everywhere. They quite literally wrote the book on this technology (it’s called “The Language Effect” and you can request your copy here). Liz Miller, VP and Principal Analyst at Constellation Research, Inc. where they are passionate about how business models can be transformed by disruptive technology. Their goal is to help clients realize the Art of the Possible. Don Fluckinger Senior News Writer, Search Customer Experience and Search Content Management at TechTarget. He covers CX management and its enabling technologies (CRM, service/support, marketing automation, sales automation, e-commerce, call center and digital experience) for SearchCustomerExperience. A music diehard and vinyl blogger, Don cranks up the rock, jazz, blues or funk — and rips off the knob. And of course, Jeremy Lockhorn, Global Head of Partner Solutions at Ericsson Emodo, speaker, mobile marketing expert. The Five podcast is presented by Ericsson Emodo and the Emodo Institute, and features original music by Dyaphonic and the Small Town Symphonette. Social media and promotional content was composed and conducted by Lyon Solntsev. This episode was edited by Justin Newton and produced by Robert Haskitt, Liz Wynnemer, and Jake Moskowitz. The post S2 E7: The AI Pitch and Catch appeared first on Emodo.
35 minutes | 3 months ago
S2 E6: AI and the Future of Work
Change is one of the few constants we can count on in business. The question we all face is not, will change happen, but rather how can we adapt to the changes that are coming? Artificial Intelligence, as we all know, has accelerated the pace of change in many industries, and marketing is no exception. The capabilities marketers have at their disposal have increased tremendously as a result of the evolution of AI. However, staying relevant in this ever-changing business environment requires an understanding of the strengths and weaknesses of AI and an intentional approach to learning. In this episode, Jake Moskowitz and his guests will break down what an AI-powered future will look like and how to ensure you are prepared for it. In order to better understand the impact AI has on marketing, Ben Harrell, Chief Marketing Officer at Priceline.com, breaks down how AI will fit into our future landscape and where its limitations may leave room for subjectivity. Rishad Tobaccowala, Senior Executive at Publicis, paints a picture of what the future of work will look like and discusses the necessary steps to maintaining relevancy in your career. Listen in as Jake and his guests explore the FIVE steps to ensuring your place in an AI-driven world is successful and secure. The Five List: Understand the strengths and weaknesses of AI Take an intentional approach to learning Ensure you are setting yourself up for success Foster forward thinking and innovative ways of working Recognize that algorithms are a reflection of your company Rishad Tobaccowala, Senior Advisor to the Publicis Groupe and author of the best-selling book: “Restoring the Soul of Business: Staying Human in the Age of Data” Ben Harrell, Chief Marketing Officer of Priceline.com (link to linkedin and priceline) Jeremy Lockhorn, Global Head of Partner Solutions at Ericsson Emodo, speaker, mobile marketing expert The Five podcast is presented by Ericsson Emodo and the Emodo Institute, and features original music by Dyaphonic and the Small Town Symphonette. Social media and promotional content was composed and conducted by Lyon Solntsev. This episode was edited by Justin Newton and produced by Robert Haskitt, Liz Wynnemer, and Jake Moskowitz. The post S2 E6: AI and the Future of Work appeared first on Emodo.
35 minutes | 4 months ago
S2 E5: AI is for Agency Innovation
Our listeners and clients work in the agency world and they are faced with challenges such as cookies going away, mobile ID’s going away and more. All of these changes lead to relevancy becoming even more elusive. Relevance depends on data. So it stands to reason that AI will fill the gap lost in the endless quest to improve relevance, as less data flows through the industry. The industry is a crowded landscape with many moving parts. But agencies have always had a uniquely essential place. A place defined by big ideas. Big creative ideas. Big media ideas. Big ideas that move the industry forward… culturally, technologically, even methodologically. Join us as we explore relevance with a great group of guests: Grant McDougal, CEO and co-founder of blue ocean.ai Josh Ehart ad industry veteran global digital agencies, global creative agencies, he was Energy BBDO’s first ever Chief Innovation Officer and it’s first Chief Data Officer Jason Goldberg, Chief Commerce Strategy Officer at Publicis Rishad Tobaccowala, Senior Advisor to the Publicis Groupe and author of the best-selling book: “Restoring the Soul of Business: Staying Human in the Age of Data” Jeremy Lockhorn, Global Head of Partner Solutions at Ericsson Emodo, speaker, mobile marketing expert Listen as Jake and his guests explore AI in five core agency services. Across all the value, performance, ideation and capabilities agencies provide for their clients, there is one common ingredient that will power a lot of future ingenuity in the agency model, AI. The FIVE list: Brand tracking and research Planning Creative Media Buying And Measurement Looking for some fresh bonus content, visit us here emodoinc.com/podbonus. The Five podcast is presented by Ericsson Emodo and the Emodo Institute, and features original music by Dyaphonic and the Small Town Symphonette. Social media and promotional content was composed and conducted by Lyon Solntsev. This episode was edited by Justin Newton and produced by Robert Haskitt, Liz Wynnemer, and Jake Moskowitz. The post S2 E5: AI is for Agency Innovation appeared first on Emodo.
36 minutes | 5 months ago
S2 E4: Putting the AI in Retail
AI has long been used as a tool to enhance and extend the in-store experience. But in the age of COVID, retailers have to find ways to keep store visits as short as possible, and in some cases eliminate them altogether. Fortunately, AI can help here, too. As retailers become more dependent on apps and websites, AI algorithms can help make products more discoverable, recommendations more relevant, online shopping more streamlined, and digital experiences more engaging. Jake Moskowitz and his guests discuss the impact that AI has on retail, and what determines the winners and losers in terms of leveraging AI in retail environments. The first step is understanding what AI is — and what it’s not. Jason Goldberg, Chief Commerce Strategy Officer at Publicis, explains that AI is not an outcome, it’s a tactic. He helps his clients see the difference, prioritize the outcome they want, then decide if AI is the right tactic to help them achieve it. Guru Hariharan, CEO and founder of CommerceIQ, breaks down how AI is changing the world of retail, and the ways that it democratizes and creates efficiencies in the way we shop. Listen as Jake and his guests cover the five steps to bringing AI tactics to retail and explore how AI is changing the customer experience, how data — what you get and the permissions you have to use it — is the most valuable piece of the puzzle, and how AI is changing the way we think about who we hire and how fast we really need to work. The Five List Here are five steps to incorporating AI in retail. Start with great data Operationalize your data Enable Agility (People and Processes) Incorporate AI as Analytics 2.0 Automate The Five podcast is presented by Ericsson Emodo and the Emodo Institute, and features original music by Dyaphonic and the Small Town Symphonette. Social media and promotional content was composed and conducted by Lyon Solntsev. This episode was edited by Justin Newton and produced by Robert Haskitt, Liz Wynnemer, and Jake Moskowitz. The post S2 E4: Putting the AI in Retail appeared first on Emodo.
35 minutes | 6 months ago
S2 E3: How Algorithms Think
Jake Moskowitz and his guests explore algorithm training and the importance of good training data and practices in AI-powered marketing solutions. We might say an algorithm is good or bad, but in reality, an AI algorithm is either well-trained or not well-trained. Just like a dog. You don’t need to be a professional dog trainer to have a dog as a copilot, and you don’t need to be a professional algorithm trainer to have an algorithm as a copilot. But it sure helps to understand how they think and how they learn. Understanding how algorithms are trained can help marketers understand how algorithms think, how they work and whether or not a particular AI solution is a good choice for specific marketing purposes. Hear from industry experts and thought leaders: Charlie Archibald, VP of Data Science at MediaMath Kyra Sundance, Nationally renowned dog trainer, best-selling author and performer Jeremy Lockhorn, Global Head of Partner Solutions at Ericsson Emodo, speaker, mobile marketing expert. Dog training expert, Kyra Sundance helps Jake compare algorithm training to dog training. Charlie Archibald, VP of Data Science at MediaMath, shares thoughts on how to evaluate AI-powered marketing tools, misconceptions about AI in marketing and key factors that come into play when training an algorithm. Jake and Jeremy Lockhorn call on marketing colleague Lyon Solntsev to help them look for truth and meaning in vendor marketing claims. The Five List Five tips for training an AI algorithm (it’s a lot like training a dog). Training diversity rules out false patterns. Train one trick at a time. Training is never done Positive reinforcement The training has to be consistent In this episode, Jake references the new book by Kyra Sundance, bestselling Author of “101 Dog Tricks.” Kyra’s new book is “The joy of dog training.” The Five podcast is presented by Ericsson Emodo and the Emodo Institute, and features original music by Dyaphonic and the Small Town Symphonette. Social media and promotional content was composed and conducted by Lyon Solntsev. This episode was edited by Justin Newton and produced by Robert Haskitt, Liz Wynnemer, and Jake Moskowitz. The post S2 E3: How Algorithms Think appeared first on Emodo.
34 minutes | 6 months ago
S2 E2: AI Bias – A Tale of Sheep & Field
Algorithms are often biased. In fact, it’s possible algorithms can’t be completely unbiased. There are two primary explanations for that: the way the algorithm is programmed and the data on which it’s trained. AI is ultimately biased because people program algorithms and select the data to train algorithms. How can marketers reduce the bias in their algorithms? In this episode, AI Bias: A Tale of Sheep and Field, Jake Moskowitz and his guests explore AI bias, the causes of bias, different examples of algorithmic bias, and how AI bias can skew the results of marketing efforts. Hear from industry experts and thought leaders: Rishad Tobaccowala, Senior Advisor to the Publicis Groupe and author of the best-selling book: “Restoring the Soul of Business: Staying Human in the Age of Data” Shelly Palmer, CEO of the Palmer Group and host of “Think About This with Shelly Palmer and Ross Martin” Ella Chinitz, Managing Director at EY and data science veteran of marketing and advertising Ray Velez, Global Chief Technology Officer at Publicis Sapient Jake and his guests discuss the different types of AI bias and some effective ways to reduce bias in marketing. How do we train AI to reduce bias? How can AI bias negatively impact marketing efforts? Understanding these questions can propel your marketing efforts to the next level. Shelly Palmer tells the story about sheep in fields, and different ways that training data can affect AI bias. Ella Chinitz brings color and expertise to Jake’s Five List. Rishad Tobaccowala outlines the human aspect of AI and his 6 “I’s” of extracting value from data streams. Ray Velez discusses the negative effects of AI bias and how increasing the diversity in your data set can lead to better results. The FIVE list: Five ways AI can negatively impact marketing and advertising: Conquesting Cross-platform attribution Targeting lower value customers Short-tail bias Early Adopter bias The Five podcast is presented by Ericsson Emodo and the Emodo Institute, and features original music by Dyaphonic and the Small Town Symphonette. Social media and promotional was This episode was edited by Justin Newton and produced by Robert Haskitt, Liz Wynnemer, and Jake Moskowitz. The post S2 E2: AI Bias – A Tale of Sheep & Field appeared first on Emodo.
34 minutes | 7 months ago
S2 E1: Everybody Gets a Copilot
Marketing is overflowing with data. It informs and guides nearly every decision we make as marketers. AI, and, more specifically, machine learning, can help. But, ultimately, we are just people trying to create meaningful connections with other people who are making purchasing decisions based on very human factors. Just like a copilot, AI assists but is not in command. You are. In episode 1 of season 2 of Emodo’s FIVE podcast, Everybody Gets a Copilot, Jake Moskowitz and his guests explain how AI assists and elevates the thinking and roles of marketers. Hear from Shelly Palmer, CEO of The Palmer Group; Rishad Tobaccowala, author and senior advisor to the Publicis Groupe; and Michael Stich, Chief Business Officer at agency VMLY&R. Jake and his distinguished guests explore how AI fits into the marketing org chart and address timely questions. When is the machine your partner, as opposed to the tool you’re using to accomplish your goal? What happens when machine learning replaces the chain of human roles — and training — in a marketing creative department? What are the biggest gaps to implement AI in marketing? Explore the human-AI connection with them. Episode Notes Host Jake Moskowitz and his guests explore the human side of AI in this first episode of the new AI series. Shelly Palmer shares some common, compelling examples of machine learning, muses about how to be an “AI co-worker” and offers some sharp advice to marketers on how to vet the AI claims of vendors. Rishad Tobaccowala cautions about AI as a buzzword and describes the three turds on the table (a reference to one of the chapters in his book): Ignorance, fear and science fiction. Michael Stich returns in the new season to talk about AI as the marketer’s co-pilot and how viewing the AI-powered future through that lens can help marketers see AI in a different light. Jake and Jeremy Lockhorn talk about the movies that have shaped our perceptions of AI and weigh the accuracy of Hollywood’s depictions. And, of course, Jake hits the FIVE List. The FIVE List: The human side of the AI discussion Marketing is about ideas, the domains of people. Marketing’s job is to connect with people. Scale and complexity are so great, marketers need help (from AI). People make purchase decisions based on very human factors. Algorithms are programmed by people. Jake’s guests: Rishad Tobaccowala, Author, speaker and Senior Advisor to the Publicis Groupe. Shelly Palmer, CEO of The Palmer Group, columnist at AdWeek and regular commentator on CNN and CNBC. Michael Stich, Chief Business Officer, VMLY&R, frequent speaker and writer on a variety of digital marketing topics. Jeremy Lockhorn, Global Head of Partner Solutions at Ericsson Emodo, speaker, mobile marketing expert. In this episode, Rishad Tabaccowala references his book: Restoring the Soul of Business: Staying Human in the Age of Data and Shelly Palmer references free weekly courses and gatherings offered by The Palmer Group. The Five podcast is presented by Ericsson Emodo and the Emodo Institute, and features original music by Dyaphonic and The Small Town Symphonette. This episode was edited by Justin Newton and produced by Robert Haskitt, Liz Wynnemer and Jake Moskowitz. The post S2 E1: Everybody Gets a Copilot appeared first on Emodo.
1 minutes | 7 months ago
S2 Introducing FIVE: AI for Marketers
One of the key benefits of 5G is the ability to aggregate tons of metadata in real time. And perhaps the greatest impact from that is the ability to use that metadata to make decisions in real time and to make predictions; that’s what AI is all about. AI might be the part of 5G’s complementary ecosystem that affects marketing the most. It extends well beyond 5G and will have a more profound impact even sooner. AI is core to the present and future of marketing, but AI algorithms can make or break marketing success. With all the information and claims surrounding AI, it’s important to understand what’s relevant and what’s not. AI impacts a wide range of marketing jobs, capabilities, and functions, and not understanding what it means and how it is applicable in your company or industry can mean lost opportunity. FIVE aims to arm marketers with the knowledge and intuition needed to not only understand AI and its capabilities, but also the opportunities and challenges it brings to marketing. In each episode, Moskowitz, with the help of his amazing guests, discusses the different key components, benefits, and obstacles of AI, and how knowledge of each aspect can impact marketing efforts. After this season of FIVE, you’ll know whether or not an AI product is of value beneath the surface, and whether or not there is something meaningful behind vendor claims. You’ll know how to spot the red flags and what those flags might be telling you. You’ll know where to probe, what questions to ask, and what you’re looking for behind the buzzwords. To provide relevant and applicable knowledge and use cases for marketers, Moskowitz engages top executives, journalists, and analysts with a wide range of attitudes and mindsets regarding AI across various industries. The roster of guests that appear in the first episodes includes: Shelly Palmer, CEO of the Palmer Group and host of “Think About This with Shelly Palmer and Ross Martin” Rishad Tobaccowala, a Senior Advisor to the Publicis Groupe and author of the book: Restoring the Soul of Business: Staying Human in the Age of Data Michael Stich, Chief Business Officer at agency VMLY&R The FIVE podcast series is presented by the Emodo Institute, a structured, ongoing education program leveraging Emodo’s first-party research and unique access to carrier data and analysis. Beyond the podcast, the Institute has offered courses on mobile programmatic advertising basics, mobile data sourcing, curation, data verification, and privacy and security. The post S2 Introducing FIVE: AI for Marketers appeared first on Emodo.
28 minutes | 7 months ago
S1 E10: The Shifting Shape of Everything
Bonus Episode of the Award-Winning FIVE Podcast In this bonus episode of FIVE, Jake Moskowitz and his guests take a fresh look at 5G in our changed world, discussing how COVID-19 and a changed economy are impacting the expectations and adoption of 5G, and what that means for marketers. Michael Stich talks sectoral winners and losers as a result of the pandemic and economy. Peter Linder shares the latest 5G implementation statistics and the “most surprising thing.” Peter goes much deeper on his Ericsson 5G blog. Jeremy Lockhorn discusses some fascinating real world 5G uses and plans. Plus, Jake shares a preview of the first episode of season 2: FIVE – AI for Marketers, and hits the FIVE list. The FIVE List: Business in America: The COVID-19 pandemic has affected just about every industry and business in some way, shape, or form. What does that mean for 5G? Suddenly distributed workforce: Where does 5G fit into a socially distanced nation of remote workers? Complementary technologies: Much of the promise of a 5G world is dependent on other technologies and their ability to evolve together as part of an ecosystem. Is that ecosystem evolving or has it stalled like so many business sectors? 5G Devices: A year ago, unemployment was at record lows and the economy was in great shape, but there were very few 5G enabled devices on the market. Today, the conditions are dramatically different. Are people eager to buy 5G phones and devices? 5G adoption and deployment: Mobile operators were making big bets and big claims about 5G this time last year. How are those looking now? Jake’s guests: Michael Stich, Chief Business Officer, VMLY&R Peter Linder, Head of 5G Marketing, Ericsson Jeremy Lockhorn, Global head of partner solutions, Emodo The Five podcast is presented by Ericsson Emodo and the Emodo Institute, and features original music by Dyaphonic and The Small Town Symphonette. This episode was produced by Robert Haskitt, Liz Wynnemer and Jake Moskowitz. Transcript of E10: The Shifting Shape of Everything Our dog is done barking, should we keep going? Okay, let’s talk 5G. Welcome to FIVE, the podcast that breaks down 5G for marketers. This is a special bonus episode, The Shifting Shape of Everything. I’m Jake Moskowitz. Wow! It’s been a while. The official final episode of season one came out late 2019. Throughout the season we featured lots of guests and covered lots of ground including AR, VR, IoT, 5G’s impact on retail, marketing data, programmatic advertising, and privacy, and how those shifts will forever change marketing and advertising. Also, since this is a forward looking show, we packed in lots of speculation and predictions for 2020 and beyond. In a nutshell, season one was about how 5G would roll out and ultimately how significantly it will impact marketing; that seems like a very long time ago. We’ve seen an enormous amount of change in a very short period of time. So what does 5G look like now? This special episode of FIVE takes a look at 5G in our changed world, and puts all that change and even some progress in perspective. Also, we’ve been putting together a really interesting new season of the FIVE podcast. This time we’ll be exploring the transformational impact of artificial intelligence in marketing. Stick around at the end of this episode for a preview of episode one. In the meantime, let’s talk about what we’re talking about. A lot has transpired since we last talked about 5G. The covid-19 pandemic, the resulting shock to the economy, the silencing of once bustling gathering places wildly altered consumer plans and expectations, and the explosion of people working remotely; and all of that has changed the trajectory of 5G development and adoption. Our very first episode looked at the ways 5G will impact marketing. In this episode, we’re flipping that on its ear, and looking at the ways the market is impacting 5G. How many ways are we talking about? Well when you pack ‘em all down and count ‘em all up i’d say there are… five. Business in America, the covid-19 pandemic has affected just about every industry and business in some way, shape, or form. Positively in some cases, negatively in others. What does that mean for 5G? That’s number one. Number 2 is the suddenly distributed workforce. Where does 5G fit into a socially distanced nation of remote workers? Then there’s complementary technologies. Much of the promise of a 5G world is dependent on other technologies and their ability to evolve together as part of an ecosystem. Is that ecosystem evolving, or is it stalled like so many other business sectors? Number 4, devices. A year ago, unemployment was at record lows and the economy was in great shape, but there were very few 5G enabled devices on the market. Today the conditions are dramatically different, and with the first 5G iPhone coming very soon. Are people eager to buy 5G phones and devices? And finally, 5G adoption and development. The mobile operators were making big bets and big claims about 5G this time last year. How are those looking now? Let’s start at the top, and try to put it all in a marketing context. Business in America; The Covid pandemic has obviously hit a lot of businesses really, really hard. Restaurants for sure, brick and mortar retailers of nearly every stripe, manufacturing, the list is long. Looking forward, what does recovery look like? To climb back, some of these industries are going to have to undergo a sort of reinvention. Does 5G play a role in that? Michael Stich: I think it’ll have to. Jake: That’s Michael Stich, Chief Business Officer at VMLY&R. Michael: There are sectoral winners and losers to covid. The winners are those that are enabling some of the work from home environments, and for that matter those that made an advantage from the virus itself. So, healthcare is a winner, technology is a winner. You have those inside of the healthcare technology, there are others that are sort of picking up and doing very well. The e-commerce space is another great example of that. You know, you hear the head of Zoom show up on CNBC and say admittedly, we are the benefit out of a very terrible virus, and that’s true. So you’ve got various companies that are sort of enabling our ability to survive through this, at least virtually, and that being a strong sort of accelerant to what they’re doing. I fail to mention consumer goods, and the boom that they have seen, whether it be Procter & Gamble, General Mills, Unilever, others that are really doing well, not only in terms of stock up and people being able to eat from home and work from home but their ability to rely on especially more trusted brands, incumbent brands, within those categories is also a real accelerant to them. They’re seeing growth rates that they haven’t seen in years. And yet there are also losers from this: the cruise industry, the airline industry, the concert industry, hotel industry. There are many other sectors that are, you know, the automotive industry, that are really hurting from this, energy obviously, and so as you look at those, then it comes to, okay; Which of those are going to come back, and resume as the world resumes? And which of those will not because it’s time for them to sort of enter into what was going to be a reinventive period for them anyway? So what am I talking about? Lets just talk about automotive, like this will accelerate the focus on electric cars. Let’s talk about the cruise industry, this will force them to think about reinvention, because people will get back on cruises together, but perhaps not as much as they had before. And so they have to think about what they can do to entice you to go onto a boat differently in the future. I’d say the same thing with air travel. With this new normal being us working from home, our ability to have a face to face conversation as a requirement, really does start to become diminished. And so what are new, good reasons for you to hop on planes, and then what is that plane experience, in the future as well, says that you’re compelled to do so even more than you have in the past. Relating that back to 5G, I think 5G is an enabler in both the winners and the losers. For the winners, 5G is an enabler of tele-health, 5G is an enabler of brands as a service within the consumer goods world because of the virtualized rich experiences it can create to everyone with broad coverage. And so, those sectors that those that can win will see 5G as an enabler towards them. Those that are facing headwinds as a result of covid. I think they will have to look at 5G as an enabler to them, and IoT, and augmented reality, you know, and machine learning. But they’ll have to reinvent their businesses in ways that they’re using those technologies to provide new value propositions to their customers, and that include those technologies I just described increasingly virtual services as well. We’re all sitting on our phones, we all have time sitting at home. Our ability to try something new through an Instagram post or a Reddit post, is at an all time high. But relative to the overall market, in terms of sales of these brands, we’re seeing the incumbents taking share back. Jake: It’s interesting, specific to your point, research found 60% of consumers are using their mobile phone more, and those 60% are twice as likely to be trying new brands more than they usually would. One point I just want to get back on, on CPG, just want to capture a little bit more specifically. You mentioned CPG that 5G can be a real boon in terms of rich immersive experiences. Michael: Yeah. Jake: Could you touch on that in a little bit more detail, what do you mean by that? Michael: Yeah, so back to marketing speak, 5G enables faster image recognition, 5G enables better augmented reality. It enables more customizable video, it allows for better geo-targeting by nature of contextual video. For me, a big one for 5G is IoT, massive expansion of data points that can then be recognized and acted upon on a much more real time basis. You combine that with the screen that serves up content and now you’ve got increased ways to act on what you can observe, whether it be industrial applications, rich media and events, or even the work from home experience for the smart home. It’s different environments but its content grows even more rich through those environments. Jake: Okay, one thing we’re really excited about here at Emodo, is since we interviewed Jeremy Lockhorn on an earlier episode of the podcast, he actually decided to join Emodo; and Jeremy is now a member of the Emodo team. Jeremy Lockhorn: My primary role is focused on strategic partnerships, managing the critical relationships we have with mobile operators around the world. So super excited to be here and thanks for having me back on the podcast. Jake: Jeremy, in earlier episodes we discussed the need for prominent retailers to be aggressive in investing in 5G inside their walls as a way to differentiate, and also to optimize the supply chain. Have we seen any examples? Jeremy: I think it’s super early days, of course, you know, we have this pandemic causing all sorts of disruptions around the world and in every business sector. But yeah, we are seeing some action in terms of retailers investing, and building 5G infrastructure inside their stores. I would consider them to be experiments at this point, but there’s some interesting momentum there. Two that caught my eye would be Walmart and Verizon, are in conversations about a potential partnership where Walmart will outfit a few test stores with 5G connectivity powered by Verizon, which would fuel primarily healthcare services that Walmart is planning to roll out as part of a broader suite of services that they’re exploring and compliment their core retail business. I think that’s really interesting for a lot of reasons. In addition to powering the healthcare services that is the primary target of this, you can totally imagine a 5G connectivity being used in other ways to, for example enhance the in-store experience for shoppers, the augmented reality, or whatever else it may be. But also to drive more efficient store operations, you think about security cameras and footfall analysis on those kinds of things that can be enhanced by 5G connectivity. Then, the other example which is a little bit more real world, and they’ve already got some tests going in different stores is a partnership between AT&T, a robot company called Badger Technology, and a chain of grocery stores called Giant Eagle. Essentially they’ve got these robots that are roaming the grocery store aisles with high-resolution cameras constantly on the lookout for items that are out of stock, or are one the wrong shelf, or have the incorrect price attached to them, or was there a spill in aisle four. So, as these robots are constantly cruising around, and they have these high-res cameras scanning every aisle as they go, it generates a tremendous volume of data that it was crushing the Wi-Fi networks. So when you bring 5G to the party, it relieves the pressure on the Wi-Fi networks, opens them up to do what they’re good at, and also can power in a much more robust way, this sort of computer vision coming from these robots. Jake: Of Course for so many companies and jobs, heading off to the office in the morning isn’t a thing anymore. Corporate America used to be a daily migration to and from office buildings. We used to stack vertically in the sky scrapers downtown, now were scattered horizontally across suburban neighborhoods. Where does 5G fit into a socially distanced nation of remote workers? In my view, this new era of the highly distributed workforce can benefit from 5G for sure, but also alter the expected course for 5G. Michael: I totally agree with that, and Jake, the way I look at it is the distribution of workforce is not only being able to create an IT environment that supports employees working from home in city, but as our expectations as employers and employees is more amenable to this virtual work experience, that means people can work from anywhere. You can see the national figures around the housing market being very, very strong right now. And then you combine that with an overlay of the biggest metro areas having the biggest suburban booms, you know, Connecticut is almost impossible to find a house right now. The suburbs of Los Angeles, same situation. I really am concerned for New York, and for that matter other large metropolitan areas, especially those that rely very heavily on public transportation to get in and out of cities. I don’t know how that comes back in the short term. Jake: When we think about 5G a lot of times people will think of urban cores and business districts, but one of the other potential benefits of 5G is also more rural with really good quality home internet and wireless coverage in further out places where people might be living. So, it sounds like covid-19 might have hastened the trend towards that to be even faster and sooner than it might otherwise have been. Michael: I totally agree and I think that’s especially true not only in terms of the work from home requirements, but also the corporate real estate that gets built out in suburbia. Like, I had mentioned office parts but you’ll want to get out of your house and go to a restaurant with a friend somewhere in your neighborhood as you’re working from home. That really invites the sort of local retail village, or you’ll want to have services that you used to be able to get when you were on your lunch break downtown available to you in other areas. The way I think about it is, 5G does long term get more accelerated by the boom in suburban working. At the same time in the short term because covid created such a macroeconomic shock that will slow some of the demand for the build out in the short term as well. We did expect that that would be based upon high concentrations of downtown areas. I look at it as now, no actually it’s probably still around cities but it’s probably more distributed around the suburbs around those cities. Jake: Let’s talk about complementary technologies for a minute. Things like artificial intelligence and edge cloud computing, AR and VR, to name a few. It’s a key time to see if or how that ecosystem is continuing to evolve, especially since covid-19; or whether it is stalled like so many business sectors. Peter Linder: So I think that you could describe it in the following way. Jake: Here’s Peter Linder, Head of 5G Marketing at Ericsson. Peter: So the 5G ecosystem, the whole ecosystem moves a lot faster than the introduction of 4G did. If you look at how many networks that went live in the first year of 5G was 59 across the globe. In the same time period for 4G was 4 networks, so the difference between 59 and 4. The amount of subscribers we took on in the first year for 5G, and you can also look at the fact that today there are 135 different devices released for 5G and 300+ announced. So the whole ecosystem is a lot more like a coil, with a lot more power into it right now, so it’s the more things working in tandem and this pushed the envelope regarding first mover advantages. It’s difficult to say, hey I’m not sure about if the timing is right and perhaps wait a year or two. The only way I see you can approach 5G is moving in early, learning, but then working with smaller projects. You might go off to specific use places. We’re picking some of the things where I think 5G can provide the biggest advantage. You should move really, really fast, but you should also be selective in what you’re trying to do so it does not become a boil the ocean problem. Jake: Hey Jeremy on earlier episodes we talked about how 5G is dependent on complementary technologies. Have we seen anything happen in the ecosystem to make us feel more confident that it’s not gonna be a chicken or egg scenario, that these things are going to evolve simultaneously? Jeremy: It’s a fantastic point, and yeah, there’s been a ton of activity in this space over the last year or so. To point to just a few specific examples, there was an announcement just a few months ago from Qualcomm, 15 operators around the world are joining in their push for augmented reality glasses of various kinds, and there’s a bunch of manufacturers of the glasses who are what I sometimes refer to as ‘head mounted displays’ or ‘heads up displays.’ They are part of this program as well. The operators, you know again, are global operators and they’re committed to carrying these products once they become available, so that’s I think one interesting example. From the carriers themselves, another great example is T-Mobile, NASA, and Intel are all founding partners of this initiative they call the 5G open innovation lab, and it is specifically focused on building a 5G ecosystem. It’s a somewhat familiar model, in that they partnered with key enablers like cloud services from AWS and Google Cloud. They brought in consulting and systems integrator; companies like Avenade, which is part of Accenture, and they’ve just completed a 12 week accelerator program where they’ve mentored a handful of start-ups. It’s a really interesting model where they’re trying to equip these start-ups with all sorts of access to expertise and technology, 5G simulations and so forth. One great example of one of the start-ups that was part of that class that just wrapped up, is a company called Transparent Path, who are bringing together IoT, Blockchain, and artificial intelligence to solve supply chain challenges in food industry It’s just a great example of how 5G can get all of that together, and in a really robust way, and drive a better solution at the end of the day. Jake: Jeremy, thanks for joining again. Jeremy: Yeah, my pleasure. Thanks so much for having me. Jake: A lot of the interest in 5G for marketers is dependent on the adoption of 5G amongst consumers, because reach is so critical for marketers. A year ago, there were very few 5G enabled devices on the market, today there are quite a few. But in this challenging economy, you have to wonder if there’s an appetite, or if there’s much demand at all for new 5G enabled devices. Michael: I think you are absolutely right that new phones have been, to some extent, disadvantaged relative to new computers, new laptops, new notebooks. My analogy is 2007 through 2009, we had 3G coming up 5 years before that in terms of mass roll out, but there wasn’t really a huge pickup in demand for 3G until the iPhone came out and you had, you know, they had apps for that but nothing was as well integrated together into a common mobile ecosystem that the iPhone pioneered. That really drove up a lot of demand for 3G, and for that matter, subsequently LTE and other solutions over time. I see the same challenge to 5G, where there will be a challenge as to what the killer app of what 5G will look like. What does it have to be that will then drive demand regardless of the economy. So the iPhone went gangbusters despite an economic downturn and people were able to move very quickly to very rapid adoption of that, despite the fact that 2008, 2009 were very tough years, economically. I should say the same thing about the iPad, it had a similar boom around that time frame. I would look at 5G having that same prospect. That they will need to have a vertically integrated solution that combines the device, artificial intelligence, content, and it would have to be I think specific to certain kinds of applications in the short term, certain kinds of audiences in the short term that will really just make 5G boom. Because you can’t not do it without 5G. I think we could see the same thing where the economic environment might not matter once that comes along. Jake: Good to talk to you again Michael. Michael: Take care, bye. Jake: This time last year, the mobile operators were making big bets on 5G. They were making some bold claims in bold type. How are those looking now? Has covid-19 slowed 5G progress, or diminished the promise from a network build out standpoint? Peter: Low-band spectrum is where we’ve seen the largest coverage today, because that is essentially about upgrading radios with software, and then you can switch it on very rapidly. So for example, this week Deutsche T-Mobile in Germany announced that they will switch on 15,000 radios in a single week. So, to anything that is related to a software upgrade of existing infrastructure, it goes fairly quick. So whenever you hear something that’s talking about nationwide coverage or very large coverage, it’s low-band spectrum that has happened. If you look at high-band spectrum, you build out in different zones in a city or a suburban area, and it is partial coverage in the cities where it has launched. In the big discussions, there is about for which type of purposes, and which cities are suitable to expand to in the next way. In between these ones we have what’s going on in the mid-band spectrum, and the things that are happening there is essentially all those assets that Sprint had, have become element of what the new T-Mobile is going to do, and the service provider will be able to get access to more spectrum in the middle, and that is perhaps noble territory, so not a whole lot is built in that area yet. The low band spectrum is reaching half the U.S. population right now. And if you look at the high-band spectrum, the leading operators covered a little bit more than 30 cities last year, and that is one doubling this year. Jake: If you were to go back a year and talk to yourself from a year ago, and surprise yourself with something about 5G that you never would have expected a year ago, what would that be? Peter: I think it’s the momentum. If I look at some of the numbers for the first year, the fact that we had roughly 20 million subscribers worldwide and 59 operators launching networks, that has grown right now to 75 operators having live networks. I think the biggest number that stands out to me is the 190 million 5G subscribers which we project worldwide for this year. Getting from 20 million by the end of last year, to 190 million at then end of this year, even with covid going on. I could not have imagined such a significant ramp up, but I think it’s very much driven by the fact that there’s so much focus on this, there’s so many operators that want to be first out and getting first mover advantages, and there’s so many device providers. The announcement made today has been for 16 different types of devices, not 16 devices, but different types. With 135 already launched and 317 announced, that is, like, it’s so much. I had a lot of belief in the momentum, but not that it was going to be that strong. Jake: Hey, if you want to dive even deeper into 5G, check out Peter’s 5G blog. You’ll find the link in our show notes, it’s great stuff Peter Linder. Before we go, i’d like to tell you a little bit about our upcoming second season. One of the key benefits of 5G is the ability to aggregate tons of metadata in real time and perhaps the greatest impact from that is the ability to use that metadata to make decisions in real time and to make predictions. That’s what AI is all about. AI may be the part of 5G’s complimentary ecosystem that affects marketing the most. It extends well beyond 5G, and will have a more profound impact even sooner. Hopefully, you found that this show has helped demystify murky and complex stuff, because we’ve decided to do it again. We’re launching season two, this time focused on AI. AI is core to the future of marketing, and to the career prospects of up and coming marketers. But while many vendors toss around the term AI like pizza dough, most marketers aren’t equipped to challenge their vague, often spurious claims. The second season of FIVE will put you in the driver’s seat regardless of how technically inclined you consider yourself to be. Up your AI game with season two of FIVE, the AI podcast for marketers. Here’s a short clip from episode one of the new season: In your business, you may have noticed the growing trend of vendors touting their proprietary artificial intelligence of their super smart algorithm. So understanding AI means opportunity, or put another way, not understanding AI is likely to mean lost opportunity. Here’s Rishad Tobaccowala: Nobody actually looks at the spreadsheet, only crazy people look at the spreadsheet. What we always look at are the results or the summary that someone did of the spreadsheet, which by the way is a strange form of AI. It’s called humans. Michael: There’s a lot of people selling a lot of stuff, but no, we are on day zero. The algorithms that ultimately will get to perfect one to one don’t even exist yet. Shelly Palmer: There are two kinds of executives in the world, those who think AI is this magical black box that will do their work for them, and then those who know that that’s just completely stupid. Jake: If you don’t know much about AI, you might not even know why things went south, or even that they went south at all. Be sure to listen to episode one of FIVE: AI for marketers, featuring Rishad Tobaccowala, Shelly Palmer, Michael Stich, an amazing array of guests. The new season begins September 16th. Don’t miss season two. And thanks again, for being a part of season one. The FIVE podcast is presented by Ericsson, Emodo, and the Emodo Institute and features original music by Dyaphonic and the Small Town Symphonette. This episode was produced by Robert Haskitt, Liz Wynnemer, and me. I’m Jake Moskowitz. The post S1 E10: The Shifting Shape of Everything appeared first on Emodo.
15 minutes | a year ago
S1 E9: The Tipping Point
That’s a wrap, folks. Episode nine is the last in our nine-part series. The FIVE podcast was developed to help marketers cut through the 5G hyperbole and zero in on the specifics that matter: the opportunities, the concerns, the realistic, the near-term and the actionable. Over the course of the nine-episode series, host Jake Moskowitz and his guests have looked at 5G technology, devices and innovation and how they will impact consumers and change digital marketing as the new mobile network takes hold. The show has covered a lot of ground. It’s time to snap all the pieces together and take a look at the big picture. Episode nine, “The Tipping Point,” summarizes the big takeaways from the series, including 5G’s impact on marketing data, programmatic advertising, retail and other physical environments, consumer expectations and the emerging importance of mobile carriers in the marketing ecosystem. Also, Jake’s guests share their informed predictions for how and when 5G will reach the tipping point and become mainstream. Ep9 Guests (in order of appearance): Yory Wurmser, Principal Analyst at eMarketer Allison Schiff, Senior Editor at AdExchanger Jeremy Lockhorn, Media Consultant and Founder of New Media Geek John Penney, Chief Strategy Officer at Twentieth Century Fox Yves Boudreau, VP of Partnerships and Ecosystem Strategy at Edge Gravity Barb Kielhofer, Associate Director of Data Architecture at Spark Foundry Kate Reinmiller, Cofounder and CRO at Ad Lightning FIVE, The 5G Podcast for Marketers, is presented by the Emodo Institute and Ericsson Emodo. Host Jake Moskowitz, Head of the Emodo Institute at Ericsson Emodo Producers Robert Haskitt Adam Kapel Jake Moskowitz Original Episode Art Jeff Boese Music Dyaphonic Small Town Symphonette Transcript of Episode 9: The Tipping Point I don’t like this paragraph. I think it’s that word, “hype,” that set me off. [Laughter.] Am I entertaining you guys? Let’s talk 5G. Welcome to FIVE, the podcast that breaks down 5G for marketers. This is Episode 9: The Tipping Point. I’m Jake Moskowitz. There’s a lot of talk about 5G, and not just from techies and telecommers. 5G is a marketing conversation. By now, you may be growing tired of all the hype about it. We set out to cut through that. Regardless, whether it’s small talk, hyperbole, research, or a podcast, there’s a reason the conversations continue. For brands and agencies, 5G presents real opportunities for impact, engagement, speed and efficiency. That much is true. The questions we set out to answer were about the specifics: the what, the how, the when. We put this podcast together to help marketers envision practical possibilities – to uncover the realistic, the near term, the actionable – by bringing together a variety of perspectives from industry experts. For now, this is our final episode of FIVE, the 5G podcast produced specifically for marketers. So let’s talk about what we’ve talked about. Early on, as we rifled through our notes and lined up our guests, it became clear that some core themes were starting to emerge that would determine the direction of the show. When I say some, I mean there were five. 5G will have a significant impact on marketing data. 5G will change the way data flows, how it’s sourced, how we define audience segments and even how we handle issues like precision and privacy. The sheer volume of new devices and data sources that will spring from 5G will improve data models significantly and move marketing away from deterministic data towards AI. 5G will drive changes in how programmatic works. Today’s ad ecosystem is overloaded with tags, redirects, waterfalls, and complex multi-auction processes. The right-now speed of 5G will erode consumer tolerance for slow, irrelevant ads. Forward-thinking programmatic vendors, like DSPs, exchanges, SSPs, and data providers are going to have to look to edge-computing and true real-time AI in order to enable advertising experiences that don’t stand in the way of blazing-fast 5G expectations. 5G will enable retailers and other real-world businesses to attract customers in new and engaging ways. 5G’s small cell networking and enhanced IOT will take visitor tracking and in-store experiences to new levels, and make location targeting, personalization, and consumer engagement more robust and accurate. Armed with enticing 5G-enabled technologies, like augmented reality, real-time in-store targeting and inventory tracking, retailers and other businesses will have new enticing options for driving traffic into real-world location. Real-world retailers will increasingly benefit from the advantages of digital retailing. With all the speed and latency benefits of 5G, consumers will have high expectation. 5G is already igniting renewed excitement in AR, VR, IOT, and other consumer technologies. Once consumers jump in, they’ll expect certain brands to be there, too. And they’ll expect all their content to keep up with the speeds they’re used to. Brands will expect their agencies to be ready. Agencies that haven’t prepared won’t have answers. 5G is likely to elevate mobile carriers to new positions of power within the bigger marketing ecosystem. 5G puts mobile carriers at the center of so much of what will exist in a 5G world. They’ll be major ISP players using fixed wireless access as a superior alternative to cable modem, DSL and others. They’ll have more and more valuable data running through their pipes. They’ll be depended on for the implementation of the edge cloud that necessary to take advantage of 5G’s low latency. They’re potentially the best source of deterministic device-linking information. And lastly, they could potentially could be the ideal centralized home of consumer consent. One way to leverage 5G to make a memorable impact is timing. Let the conversation, all that consumer anticipation work for you before 5G goes mainstream, while it’s exciting. Be a part of the transition. Be a part of the next 5G conversations, the ones about the new 5G experience as it’s being discovered, before the 5G tipping point. As we worked on this podcast, I asked a number of our guests what they thought may be the trigger for the tipping point when 5G becomes mainstream. Here are a few of their thoughts. Yory Wurmser: I actually think the adoption rate for 5G is mostly going to be determined by two organic trends out there. One is just replacement cycle. People, I think, will opt to buy 5G is the price is competitive with 4G phones, or what 4G phones are now, as they replace their phones. I think that’s going to drive a lot of the 5G uptick before you really see these killer apps, these killer user experiences. I think over the next couple years, the replacement cycle is going to drive 5G adoption pretty strongly. The availability of network areas is going to be a second driver of that. And then I think you’re going to start seeing these really transformative experiences in a couple of years, which is going to convince some of the laggards that, “okay, my phone’s not totally ready for replacement, but I’m going to buy a 5G phone anyway because that’s the only way I’m going to have this experience.” I think where you’re going to see that first is probably most likely games, possibly augmented reality or mixed reality. I can see that being the earliest use cases that are really transformed by 5G capabilities. Allison Schiff: I like the Pokemon Go example, because I think it will be something like that, something maybe even a little bit odd and that feels a little bit like a cultural blip. It makes writ-large the opportunity and it makes some marketers and their agencies will have already had a good think about where they might be able to take advantage of that sort of things. Others might be a little bit behind. I think it will be something like that, something that will just touch the zeitgeist for a moment. For an experience like that, say it’s Pokemon Go-like, but it’s something that requires you to have 5G-enabled phones. You have to go out and buy the phone, so the phones will have to be out there first and at some sort of scale for everyone to have that sort of experience. I think that might be what it is, some interesting little cultural moment you can point to and say, “oh, that was it.” Jeremy Lockhorn: I think there will be a 5G tipping point. It’s easy, maybe, to look at the launch of the 5G iPhone as that tipping point. That’s looking like it’s going to happen late next year, late 2020, and I don’t know that the networks are going to be built out at the scale that really will enable consumers to capitalize on that by that time. The one things that always makes me pause, though, when we start to think about predictions around timing on 5G is that it’s going to scale relatively quickly. But the other thing that strikes me as you look back over the last few years, two or three years ago aggressive forecasts from experts in the field predicted 5G would be a commercial reality – not a scaled commercial reality – by mid-2020s. Today, there’s what, three or four handsets on the market and it’s live and in a few cities. There are signs that it’s moving faster than anybody predicted, but it’s still going to take time. John Penney: I think the tipping point will come when 5G, which has a very strong B2B component – I want to make that clear for the audience – 5G works also behind the scenes to transform business models of industries within their value chains. Rather than just being an end-consumer – I go buy a phone that’s a 5G-enabled phone – we may scratch our head and go, “What’s the big deal here?” What I’m just saying is the big deal will probably happen within the walls of business-to-business environments. For example, 5G will transform the value chains of the various components of the media delivery experience from the production – the creation of the content – to distributing it in ways that are far more localized and personalized than they are today. We may just look at it and say, “Wow, I have a 5G Apple phone. It’s pretty amazing now what I can do with that to make content more relevant to me wherever I am on the multiple screens that are surrounding me, if not the glasses that I might be wearing.” I think it will be a moment, we’ll go, “Okay. Now we all get it.” Yves Boudreau: I think you’re going to businesses and technologies right now that are struggling to reach scale, where 5G and next generation wired access networks will finally help their businesses flourish. That could be in VR, in some of these industrial application. AI and machine learning I would consider to be far more transformational technologies than virtual reality. But I also think that, over time, what we consider a feature – and 5G is an example – is actually fixing a fundamental problem that will allow technologies, that previously were deployed and failed, a second breath. I would actually encourage people to dust off and pick your ten favorite startups that haven’t succeeded because of technologies and say, “if I gave you access to ten thousand locations around the world with a better, more performing last-mile network, does your business fly.” I think we will find some of those companies where our networks were a limitation to scale. Barb Kielhofer: There is a quote from “Fault in our Stars” that said, “I fell in love with him like falling asleep, slowly and yet all at once.” I kind of feel like that’s a horrible quote, but I do think that’s the same way it’ll probably roll out. it’s going to feel slowly and yet all at once, because you’ll know a few people who have 5G and then all of a sudden everyone you know will have 5G. Isn’t that how all of our technology has worked? We don’t think we have to adopt it just yet, and then all of a sudden we have to adopt it. there’s a perception of this idea of a slow roll out and we will get there. But we’ll probably get there faster than we think we will. I think you’ve talked about three scenarios that are going to impact different areas of our industry. The first one we’re talking about the new phone and the new roll out. that’s going to be the most broad-based [comparison [00:12:08] that everyone’s jumping on. The next advertising opportunity or ad unit is when the agencies get really stoked and excited. And a wired store, really interesting out-of-the-box opportunity, that’s where our clients are going to get really excited. It depends on where you’re going to be sitting and definitely what capabilities your agency has, what capabilities your media partners have, what capabilities your advertisers and clients have. it’s really going to depend on where you jump in on that. My guess, is somebody’s going to do it big, loud and splashy, and that’s when our industry will jump on really fast across the board. If everybody is grabbing those devices or those phones, whatever it ends up being, we’re all going to have to follow suit. Jake: When you first buy a 5G phone, when the carriers get to the point of being live in a critical mass of markets, when Apple launches its first 5G phone, you may not immediately feel like life has turned upside down over night. The 5G revolution may seem gradual, but don’t be fooled. You know from listening to this podcast what the 5G world will look like after the tipping. My hope is that you’ll be able to use some of the things we’ve discussed in this podcast to put the pieces in place. If you’re a marketer, the carriers’ race to 5G is a good time to do your own groundwork. Throw some big ideas around. Talk to your ad tech and data vendors. Put your lineup together. Get a sense of where you’re going, when and how you’re going to get there. Before we go, a funny thing happened during our interview with [Kate Reinmiller 00:14:01] for our programmatic episode. She was the first person we spoke with who had a 5G home internet connection while she also had a cable modem as well. Kate (in the background): Those are infuriating. Jake: When we first started talking with her, she was using cable modem, but the call quality was untenable. (To Kate): Those are infuriating, and then we lost you. So she jumped on 5G. Kate (in the background): I’m going to switch my internet to my 5G. Jake: You have 5G at home. Kate: I do have 5G at home. Jake: We’re going to do a piece on that. And voila! Kate: Okay, is this better? Can you hear me now? Jake: Yeah, you’re sounding great! Finally, I’d like to close by thanking all the great people who shared their thoughts in the interviews over the course of the show. Thanks so much for your time and perspective. And thank you for listening to the FIVE podcast. The FIVE podcast is presented by Ericsson Emodo and the Emodo Institute and features original music by Dyaphonic and the Small Town Symphonette. This episode was produced by Robert Haskitt, Adam Kapel, and me. I’m Jake Moskowitz. The post S1 E9: The Tipping Point appeared first on Emodo.
21 minutes | 2 years ago
S1 E2: The Reality of Extended Reality
22 minutes | 2 years ago
S1 E1: 5G – Not Just Another G
In the first episode of FIVE, Jake and his guests discuss the advances and attributes that set 5G apart from other mobile generations. They discuss the consumer benefits 5G spectrum, millimeter wave, low latency and edge computing. Jake talks about the timing of 5G at scale, 5G iPhones and consumers experiences with Yory Wormser from eMarketer. Peter Linder of Ericsson talks 5G as a better game of golf. Jake steps through the five shifts that every marketer should know about and expect as a result of 5G. Guests: Yoram Wurmser, Principal / Mobile Analyst at eMarketer Peter Linder, VP of 5G Marketing at Ericsson FIVE – The 5G Podcast for Marketers Presented by the Emodo Institute and Ericsson Emodo Host Jake Moskowitz, Head of the Emodo Institute Producers Robert Haskitt Adam Kapel Jake Moskowitz Music Dyaphonic The Small Town Symphonette Transcript of Episode 1: 5G – Not Just Another G 00:00:02 – 00:05:03 Jake Moskowitz Before the next presidential inauguration, sales of next gen 5G devices will be in full swing. And the major US carriers will be offering competitive 5G plans. The race is on. Welcome to FIVE, the podcast that breaks down 5G for marketers. This is episode one, not just another G. There’s a lot of talk about 5G and not just from techies and telecommers. It’s a looming technology shifts that some believe is going to spark a lot of change in digital marketing. 5G’s impact among consumers, brands and agencies will be significant, maybe profound. The question is how? In what ways specifically? And when? That’s what we’re setting out to uncover. This episode is the first in an entire series the dives into the potential, and some of the challenges, of 5G for marketers. My name is Jake Moskowitz. I’m the head of the Emodo Institute, an organization that focuses on the research and education of data challenges in mobile marketing. I’ve been involved in mobile marketing measurement for over twenty years. The Emodo Institute is part of Emodo, a wholly-owned subsidiary of Ericsson, the telecommunications company. Ericsson powers about eighty percent of US mobile traffic, works with every major US. Carrier, and, is a primary developer of 5G capabilities and infrastructure. So, occasionally, in our episodes, we’ll check in with 5G experts and site Ericsson research. Now, if you believe all the hype, 5G looks like a sudden, revolutionary change rivaled only by the internet for marketing. If you’ve tuned out the 5G hype. I don’t blame you. It’s kind of hard to know what’s real and what you can even do about it. But you might be tuning out some really important signals along with all that noise. Or, maybe you haven’t followed 5G at all. Either way, we’re going to sort through the claims, explore visionary ideas and zero in on the real possibilities for marketers. Sometimes people get so carried away by 5G, they incorrectly attribute a wide range of futuristic scenarios to 5G, so throughout the series, we’re going to be very specific as to what advancements are truly made possible, or viable by 5G. We’ll look at the impact of 5G on consumer experiences and gauge opportunities for brands and their agencies and the shifts and advances in programmatic, targeting and data… oh and privacy. Privacy is a big deal. 5G will have an impact there too. Just so we’re all starting on the same page. Let’s take a minute to talk about what we’re talking about: 5G. What is it? And when is it, really? 5G is the next generation of mobile communications infrastructure. It’s been a highly-coordinated project that’s involved many companies across many countries for the last several years. It’s launching in multiple countries over the next several years. The US is one of the first. That launch has started. Some of the core advantages of 5G, like improvements in speed, and throughput are the kind of updates you’d expect from next gen mobile infrastructure. When 4G launched, those improvements enabled highly influential new consumer facing companies like Snapchat and Lyft, but this time around, while those metrics increase substantially, again, there other dramatic improvements. And it’s these that make 5G truly not just another G. They enable the type of evolution that makes all kinds of new experiences and marketing capabilities possible for the first time. But let’s not get ahead of ourselves. Look at your phone. Right now, you’ve got 4G LTE or even 3G service. 5G is barely even deployed. So, what’s the deal? What’s all the fuss? There are definitely detractors and reasons to question some of the exuberance that surrounds 5G. Let’s take a look at a few. According to eMarketer’s recent report, getting ready for 5G. It will be several years before 5G is a ubiquitous standard and only around fifty million devices will be connected to 5G networks worldwide by next year. Some of the big consumer advantages won’t even be noticeable when early users moved to a 5G network. And although you’re probably seeing ads for 5G service from big mobile carriers, at the time of this recording you can’t even buy a 5G phone. They don’t exist. Generally, that may sound, for now, like you can push 5G out of your peripheral vision. But there are some important details that get lost in the hype and generalizations. If you’re involved in marketing or advertising, these details are pretty important. In telecommunications circles, 5G’s claims to fame are numerous. 00:05:03 – 00:10:05 It’s faster, has lower latency, and has greater reliability, capacity, efficiency and scale-ability. How much better are we talking about? Peter Linder: The reality is that it’s both evolution and revolution at the same time. Jake Moskowitz: That’s Peter Linder, Ericsson’s, head of marketing for 5G in North America. Why not go to the source to find out what’s different about 5G, Right? Peter Linder If you look at the things that are revolutionary with 5G, the performance figure are significant beyond what we have been seeing in the past, it’s a revolution in the sense it’s not a consumer device that’s driving it. What is driving the whole 5G market forward that’s equally important is how to support business’ digital transformation. And the spectrum – it’s way more spectrum than we have or have had access to any mobile application in the past. So, there’s a number different parameters that you can look at to say “Ho, this is really revolutionary.” The evolution is coming very much from the sense that, well, the smartphone is going to be the main device in the beginning and fixed and mobile broadband is most likely the application that was start with. It’s an evolution in the sense that we start evolving from the 4G network into 5G. So, there’s a number of these things that are evolutionary and other things that revolutionary and they sort of coexist in the same frame. Jake Moskowitz: Before 5G can be deployed in any country, the operating frequencies, or spectrum, need to be allocated to the regional mobile carriers. As of today, that critical step hasn’t even been taken in many of the participating 5G countries. But, that step has been taken in the US, and the US is the focus of this podcast. The US government is actually pretty bullish on 5G. One reason for that is that 5G was designed, in part, to connect machines, supply chains and commerce at unprecedented scale and speed. Commerce is good. Also in the US, 4G connections are generally much slower than in Europe, and Asia. Peter Linder: The North American grid and the European grid and the Asian grid, like Japan for example, are different. So, there’s been different philosophies regarding when the grid has been built regarding how close to have the towers together. So, the great North America is perhaps where we have the least amount of towers in like a metropolitan area compared to Europe for example. That’s both a threat and an opportunity. In Europe, you could perhaps get away with do mid-band solutions, from the existing towers to large areas of population. In the US. We are far down the road of developing a millimeter wave technology. We’re far down the road of understanding how close to users, both fixed and broadband applications. If we, at least in the beginning, focus our build on some of the us places where we see the biggest vantages, this could be really, really exciting and a breeding ground for applications around it that then can be brought to the rest of the world. Jake Moskowitz: Makes sense. The US is a much larger market to connect than most, so for US consumers 5G is likely to have a greater experiential impact here than in many other places. 5G is also racing forward here because, well, you know, capitalism. There’s some pretty healthy competition amongst a number of highly motivated mobile carriers. Peter Linder: Yeah. So, the way to explain, if you play golf today, 3G and 4G are a little bit like playing golf with a three iron or four iron. Its reach reasonably long with reasonable accuracy and its good for lots of purposes. You could essentially play golf with them, even when you get close to the green. What 5G adds is spectrum and options upwards and downwards. So, we moving into six, seven hundred megahertz which enable you to reach even further. Jake Moskowitz: Which is kind of like your driver, right? Peter Linder: Which is kind of your driver. We’re moving into mid-band and the higher end of mid-band spectrum, which is like the wedge. All of a sudden you have short game wedge, which is more accurate and doesn’t reach so far. But the accuracy is improved. And then you’ve got the high-band which is really for sealing the deal. So, that’s essentially your putter. You know your accuracy is within ten centimeters, four inches, whenever you use it. And, so all of a sudden, with 4G it was a game about playing with your three or four iron the whole round and everyday was a universal kind of thing, 5G gives you access to a whole bag of clubs which you can apply for different kinds of use cases. Jake Moskowitz: Thanks, Peter. Yory Wurmser is a principal analyst at eMarketer. He’s the primary, author of eMarketer’s recent 5G report titled “Getting ready for 5G.” It’s an excellent read, by the way, especially for marketers. Yory Wurmser: The US is definitely going to be in the lead when it comes to 5G. Part of the reason is that the networks in the US are diving into the millimeter wave frequencies. 00:10:05 – 00:15:02 Yory Wurmser: They’re getting access to that spectrum earlier than in some countries. And that allows for pretty quick introduction. By the same token, T-mobile is going on low band, sort of building on top of their existing low-band architecture, which will allow for pretty rapid nationwide coverage for 5G. So, you’re seeing different strategies by different telecom companies. But the overall effect, I believe, is going to be a pretty rapid build out of the 5G network in the US. Jake Moskowitz: What do you think the implications are of 5G on the costs to consumers? Yory Wurmser: At least my expectation is they’ll probably pay more. That’s always been the pattern in the past – That you pay a little bit extra for the latest. I think eventually 5G is a more efficient network, more efficient technology and set of technologies. So, I think it will allow for much more functionality at a pretty affordable price. So, I think in the long run, it’s actually going to be cheaper for consumers, but I expect that network providers will probably have some initial extra charge for 5G. Jake Moskowitz: I couldn’t agree more with that. I get a chance these days to go around to different agencies and talk about 5G. That’s the question that comes up a lot. Am I going to have to pay extra for 5G? But the thing is, as the Verizon CEO presented at CS this year, 5G networks can be ninety percent more efficient. So, I would expect the carriers are desperately going to want as many consumers as possible to be on 5G network. So, I think they’re going to do a lot to incentivize consumers to get onto 5G. Maybe they’ll subsidize phones to some extent if the phones are more expensive in the early days, which they likely will be. Yory Wurmser: I think early phones will be really expensive, because it’ll be mostly the early adapters who buy those. They’re not a very price sensitive group. I think it’s the second wave – the second generation of phones – they’ll probably come out right at the end of 2019 and early 2020 where you’re probably going to start seeing the carriers really encouraging people to buy new phones with subsidies. Jake Moskowitz: Can you tell us about Apple and what to expect in the roll out of the 5G iPhone and what factors may play into that? Yory Wurmser: Well, Apple has always been slow about adapting new cellphone network technology. They were among the latest of the major manufacturers with 4G and believe even 3G, if I’m not wrong. I could be wrong about that. But certainly, with 4G. I think everyone is saying they’re not going to put it into to the 2019 phone – the iPhone eleven. Jake Moskowitz: I’d be remiss if I didn’t also mention the court case Apple had been locked in with Qualcomm until April of this year, which put Apple way behind, and using autumn modems and 5G phones. Yory Wurmser: I’m not convinced that’s the sole reason that they’re not diving into 5G. It could contribute for sure though. What I’m hearing his 2020 seems pretty likely. And the reason they do that, as they like seeing other companies fix the glitches, experiment with the new network. They like to fix glitches, figure out the antenna structure that works best. And then they come in and just perfect what other people have already tested. They’ve done that over and over again with all types of different features on their phones. They’ll probably do that with 5G. And 5G, in fact, probably won’t really take off broadly until 2020. The networks will be around in 2019. You’re going to have millions of people around the world already on 5G towards the end of 2019, but you’re not going to see the tens of millions of people on there until 2020. So, I think Apple is waiting for that mass influx of people coming in in 2020 and also, they want to see other companies figure out what’s working and what isn’t until the technology is a little tested. Jake Moskowitz: Yory, you talk in your report about Uber and Netflix as examples of services, and ultimately multibillion dollar companies, that reached their heyday, if not started as a direct result of 4G. What are the implications of that for 5G? Like what kinds of services, what should we expect in a world of 5G? Yory Wurmser: Well, I mean, the point that I was making is you can’t really expect what 5G will bring by drawing a line from 4G. You couldn’t really see Netflix developing or Uber developing in a 3G world. You know, if you just had a little bit more speed. You needed that big quantum leap in speed to be able to stream movies efficiently to see Netflix really take off and shift from a mail order service to a streaming video service. And it’s that type of leap, that quantum leap, that comes with not just the speed of the downloads, but the latency, that could drive some really transformative new services. 00:15:02 – 00:20:04 Yory Wurmser: I am thinking specifically about shifting a lot of stuff to the cloud. A lot of the computing to the cloud, which will allow for smaller extended reality headsets. It will allow for multi-perspective media. So, for instance, broadcasting of sports events where you could see different cameras. You can choose which cameras that you’re seeing, which feed the pick up. I mean, those are kind of the early possibilities of something I could imagine. But there are so many others out there that are enabled when you have so much more throughput coming, so much more download capacity, and such less latency. You know you really can’t predict what’s going to happen, because the 5G improvements are multidimensional. It’s not just the higher throughput. It’s also much lower latency and much higher capacity. All of that can have a really big impact. Jake Moskowitz: Before the next presidential inauguration, 5G will be in place across major US markets. Sales of next-gen 5G devices will be in full swing. And, the major US carriers will be offering competitive 5G plans. The race is on. For proactive brands and agencies 5G can open a door to a variety of new opportunities, some as yet. Undefined. Let’s start with the big picture… Jake’s FIVE List: At a high level, 5G is expected to be a catalyst for a number of critical shifts every marketer should know about. When you pack them all down, I’d say the number is… five. The first is the shifting shape of marketing data. 5G will change the way data flows. How it’s sourced how we define audience segments, even how we handle issues like accuracy, and privacy. The sheer volume of new devices and data sources that will spring from 5G will improve data models significantly and move marketing away from deterministic data to AI. There’ll be a shift in consumer tolerance. Today’s ad ecosystem is overloaded with tags, redirects, waterfalls complex multi auction processes, the right now speed of 5G will erode consumer tolerance for slow or relevant ads. Programmatic vendors like DSP’s, exchanges, SSP’s and data providers are going to have to evolve in order to keep up. Some won’t. There’ll be a shift in the ways retailers and other real world businesses attract and engage consumers. 5G small cell networking will take visitor tracking and in-store experiences to new levels and make location targeting, personalization, and consumer engagement more robust and accurate, both inside and out. It’ll change how retailers will entice customers to visit their stores. Be prepared for a shift and market pressure. The speed, low latency and efficiency of 5G is already igniting renewed excitement in AR, VR, IOT and other consumer technologies. Once consumers jump in, they’ll expect certain brands to be there too. Brands will expect their agencies to be ready. Those that haven’t already prepared won’t have answers. Finally, you’re going to see a shift in power. 5G is likely to elevate mobile carriers to new positions of power within the bigger marketing ecosystem. Will mobile carriers become the new ISPs? Are they destined to become the next media titans? Or, could the mobile operators hold the key to next-gen marketing as the unifiers of the consumer experience? The answer may well be “all of the above.” That’s a lot of change. There’s a lot to cover. So, throughout this podcast, these shifts will be thematic common threads that run through the various episodes in our series. Also, throughout the series. We’ll look at big topics from multiple angles, including the consumer the market, the marketer and the technology angle, and we’ll go deep in every episode. I’ll talk with guests like Peter and Yory – thought-leading marketers, telecom wizards, ad tech experts, analysts and media insiders who’ve already ventured way down their respective 5G paths. My expertise is data and measurement. I want to explore areas like the issues 5G brings up regarding privacy, how 5G might enable true, people-based marketing and how it impacts targeting, machine learning, predictive modeling and other data related issues. So, we’ll go there too. Before we go. There’s a lot of hype and misinformation out there about 5G it can be tricky to know what’s truth, and what’s not. 00:20:04 – 00:21:31 Jake’s Bonus FIVE List: Since the show is called FIVE, I feel like I’d be remiss if I didn’t include a top five list whenever it’s warranted. So, here the top five indicators that someone who considers themselves a 5G authority probably isn’t, or that the 5G article you’re reading is too elementary to inform near-term decisions. 5G will be too expensive for consumers 5G is to 4G what 4G was to 3G, it’s faster 5G networks, that have been launched aren’t very fast 5G will make ads load faster when it hits the market 5G is going to enable life changing procedures, like remote surgery On the next FIVE, we’ll take a closer look at AR and VR and discuss the extended reality experiences and opportunities that may finally become viable, even mainstream, on 5G mobile networks. To understand the marketing implications, we’ll push past the hype and look at what’s real, and we’ll talk to some visionary marketing experts along the way. Thanks for joining us. I’d like to thank my guest Peter Linder of Ericsson and Yory Wurmser of eMarketer. The FIVE podcast is presented by Ericsson Emodo and the Emodo Institute and features original music by Dyaphonic and The Small Town Symphonette. This episode was produced by Robert Haskitt, Adam Kapel and me. I’m Jake Moskowitz. The post S1 E1: 5G – Not Just Another G appeared first on Emodo.
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