RE: the disruption of advertising

Dear Peter,

Just a few minutes before I read your eye-opener , I posted my following blog re impending “ Disruption “

Warm Regards,

Hemen Parekh / Mumbai

+91 98675 50808

3P Consultants \ Strategic Human Resources Consultants

Disruption :  The Inevitable

Yesterday’s Economic Times carried following news :

Govt may use “ Light – Touch “ to give public Wi Fi a big push

May woo unlicensed entities by asking them not to share revenue

Extract :

Telcos are united, for once, in opposition to the plan on the grounds that the move would disrupt a  level-playing field  and violate current law.

The older telcos are typically ranged against new entrant Reliance Jio Infocomm.

The tussle comes as the government, at its highest levels, is keen on making public WiFi an election plank as an extension of Digital India and a symbol of its success, say industry insiders. 

To that end, DoT is considering ways to make the programme attractive for all stakeholders in a bid to rapidly roll out hotspots--500,000 across the country by the end of 2018, with at least one in every village in India. 

I recollect that around 1972 , Central Govt ( under Indira Gandhi ) erected / commissioned 2,000 TV transmission towers , all over India, within one year

If I am not mistaken, looming general election was the motivating force at that time too

That single act ( whatever the motive ) , gave rise to TV industry as we know today

But soon came Cable TV and DTH TV and made those towers “ obsolete “

But that disruption gradually happened over next 30 years

In 2018 , things move fast

I would not be surprised if those 500,000 Wi-Fi Hot Spots get “ obsolete “ within the next 5 years !

By Li-Fi

Content  “ streaming “ down ( or even up / sideways ) using ordinary LED bulbs in each and every home ( and from each and every Street Lamp ? ) at 10 Gbps

What will this do to 1 Gbps  JioGigaFibre announced by Reliance just 3 days back ?

Short answer  :  Disrupt

“ What / Who”  else is in the process of getting “ disrupted “ or about to get disrupted – even if difficult to perceive as such  ?

( Current Industry )   getting disrupted by   ( New Comers )

*    Coal based Power Plants      >  Solar  Power  Plants

*    Banking Industry                >  FinTech Mobile Apps

*    Airlines  / Railways             >  Hyperloops   >   Holo-portation

*    Petrol –Diesel Cars             >  Electric Cars

*    Paper-based Newspapers    >  Walls of homes

*    Electric Transmission Lines  >  Roof Top Solar Panels

*    Mobile Phones                    >  Wear-ables  ( tattoos – glasses – watches etc )

*    Humans Effort                    >  Robots

*   Supply Chain  Delivery         >  Drones

*   Car  Ownership                    >  Autonomous  Ride Sharing

*   Manual Stock Trading           >  Algorithm-based trading 

     

*   Black  Money                       >  Currency notes embedded with RFID sensors 

*   Fiat based Currencies           >  Crypto Currencies 

*   Lithium-ion Car Batteries      >  Metal Air ( Alu ) Batteries   

*   Job Portals                           >   Google  Job  Search 

*   Battery Charging Stations     >   Piezo-Electric Generating roads 

*   Data Protection Law ( Draft )>    Privacy is Dead

*   Construction Industry          >     3 D Printed Houses

*   Telecom / ISPs                    >     Powerline Broadband  with  Li  Fi 

But Telecom Operators and ISPs ( Internet Service Providers )  are crying “ foul “  !

They are saying :

“ Public Wi Fi is a threat to security and lead to a non-level playing field between licensed and unlicensed players  “

If they have their way , they would want to take me back 60 years when I needed two “ Licenses “  to own / operate two radios in my home and renew those licenses every year by standing in a long queue at a post office for paying Rs 5 / 10 , as annual renewal fee !

These days, I don’t need a licence , either for my radio or my TV , but I need to provide a lot of info about myself to the Mobile Service Provider, in the form of KYC ( Know Your Customer ) for owning a Mobile Phone

But what happens when 10,000 items in my home ( from door handles  to every ball pen to every piece of currency note in my home ), gets a IP V 6.0 internet connection ( there will be 50,000 trillions available per person )  ?

Each of those items will form a part of Internet of Things [ IoT ] and will be capable of transmitting CONTENT ( voice – data – images ) , all over the World

And they won’t need ANY LICENSE from anybody !

What will that do to the Telecom / ISP  ?

Shri Rajan Mathew ( Director General – COAI ) / Shri Rajesh Chharia ( President – Internet Service Providers Association of India ) may want to alert their member companies to watch out for the “ Shape of Things to Come “

Reference :

https://myblogepage.blogspot.com/2016/09/what-would-drivers-do.html

https://myblogepage.blogspot.com/2017/06/will-chatbots-take-away-jobs.html

https://myblogepage.blogspot.com/2017/08/an-app-for-everything.html

09  July  2018

www.hemenparekh.in / blogs

From: Peter Diamandis [mailto:peter@diamandis.com]
Sent: 08 July 2018 22:40
To: hcp@recruitguru.com
Subject: the disruption of advertising

What happens in the future when it’s not you making the purchasing decisions, but instead, your AI?

This year (2018), the global advertising industry is projected to surpass $550 billion. Advertising revenues have driven Google’s valuation to >$700 billion, and Facebook to >$500 billion. All of that is about to change. What if I were to tell you that the advertising business as we know it today is about to disappear... Collapse... Dematerialize? Let’s dive in. History & Perspective The TV show Mad Men fictionalizes the classic 1960’s Madison Avenue advertising agency, where print, TV, and radio ruled the roost and defined how companies pushed their products to the consuming public. There’s no question that when the dot-com revolution came along, few understood the disruptive impact of the tech. Now, less than two decades after the dot-com bust, Google and Facebook combined command more of the advertising market than all print media on the planet. To provide perspective: Google’s ad campaign revenue totaled over $95 billion in 2017. Facebook’s ad revenue reached over $39 billion over the same period. Both Google and Facebook are roughly a decade old, and together they make up roughly 25 percent of all global advertising expenditure. Google and Facebook’s share of ad revenue. Source: Statista In a short 10 years, virtually the entire advertising industry has transformed into digitized social media marketing, fueled by open-source e-commerce platforms, mobile devices, and breakthroughs in digital payment infrastructure. In the Future, Your AI, Not You, Will Buy Your Stuff… The purpose of today’s advertising campaigns is to convince you to buy a certain something. They extol the benefits. Buy this product because… it will make you more popular, more sexy, more successful, and so on. What happens in the future when it’s not you making the purchasing decisions, but instead, your AI? (Imagine your own personal version of JARVIS from Iron Man.) Imagine a future when you simply say to JARVIS, “Hey, I’m low on toothpaste, buy me some.” Does JARVIS watch the TV advertising campaign filled with bright-white smiles? No, of course not. In a nanosecond, it considers the molecular formulation of all the options, the pricing, the published client-satisfaction reports and finally, perhaps, it also evaluates your genome to understand exactly which flavor formulation is likely to excite your taste buds. And then it purchases. Frankly, in the future, you’ll never have to actually ask. JARVIS will be monitoring your supply of regularly consumed items, from toothpaste to butter, and will be able to order them ‘auto-magically’ before you even know you need them. How about the purchase of something new? Say, for example, a drone your son wants for his birthday? In this case, you’d likely just specify the functionality that you desire: “Hey JARVIS, could you buy me a drone for under $100 that is easy to fly, and that takes great photos?” Even today, there are only a few things that I want to go and buy myself -- to look at the ads, do comparison shopping, and so forth. But what about fashion decisions? Are you going to trust your AI to choose your clothing? Probably not, but I do imagine an AI that listens to my daily conversations, tracking my eye movements as I window-shop, and actively pattern-matching me across my social circles. Because the AI knows which of my friends I tend to dress like, it can do a damn good job of downselecting my clothing choices for me. We’re heading towards a future where, regardless of the product or service category, your AI will make the majority of your buying decisions -- and this paradigm shift poses a tremendous threat to traditional advertisers. Conclusion I often speak of the six D’s of exponentials: Digitized, Deceptive, Disruptive, Dematerialized, Demonetized and Democratized. Right now, we are experiencing the dematerialization and demonetization of advertising thanks to the power of artificial intelligence and the prominence of social networks.   But perhaps there is a seventh D… Dismissed. Meaning that companies are going to be dismissed by the consumer, who will delegate their AI to make all purchase decisions. At the end of the day, my AI will make purchases for me based upon fundamental metrics: which product choice is the healthiest, the lowest cost, the safest, and best aligned with my social graph. I will not care about any ad, and when I have my AI to make optimized decisions for me, I will no longer trust traditional ads. After all, do you really believe that ads are fully truthful? For the consumer, and for those of you in the advertising business: change is occurring at an unprecedented rate. Join Me (1) A360 Executive Mastermind: This is the sort of conversation I explore at my Executive Mastermind group called Abundance 360. The program is highly selective, for 360 abundance and exponentially minded CEOs (running $10M to $10B companies). If you’d like to be considered, apply here. (2) Abundance Digital Online Community: I have also created a Digital/Online community of bold, abundance-minded entrepreneurs called Abundance Digital. This is my ‘onramp’ for exponential entrepreneurs – those who want to get involved and play at a higher level. Click here to learn more. (3) Abundance Global Events: This year, I’m expanding A360 into three key emerging global markets: Central/South America (Rio de Janeiro, Brazil); Asia (Shanghai, China) and MENA (Dubai, UAE). If you’d like to join me, apply using the links above.

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