 Wait for the jingle to end, you know Well, I'm Gia It's really a great pleasure to be here. I was here two days ago for the real estate event. I'll be here tomorrow for the travel event Brazil is an exciting place to me. I've been here 12 times in The last five years and I realized a lot of changes that are happening here And I was looking at yesterday a couple of facts You probably already know that the per capita income in Brazil has doubled in the last 10 years and 20 million people have been added to the mid-level of society whatever that means But of course the bus fares have gone back to normal, which is also good But Brazil is an interesting place because if you consider for example, what happened in Turkey When people had a problem with the local building on a park that they wanted to keep The prime minister of Turkey said that these people are using social media as a menace a disease And these people are essentially terrorists, you know, they're the ones protesting while here in Brazil the same thing happened What happened? We have a giant conversation about all these things and and it's completely different the reaction to what people are doing with media and technology Not to say that the problem is solved by just having a conversation You know better than I do what that means but basically what we're seeing here is I think it's a really really important Distinction is how you embrace and use technology technology is a key driver of prosperity Everybody knows that and this is why all governments, of course I interest it ten percent of broadband brings one percent growth of GDP and that's a global fact Or probably end eventually, you know can't go on forever, but an interesting stat So today I'll talk to you about the future of technology and where what's coming You can find my slides later on at futurewithgird.com my website GERD cloud Which is a place where you can download all of my free books and today's presentation as a dropbox folder and of course on my YouTube channel So what is a futurista futurista, okay? I am not going to give you a prediction of the future I'm not going to give you a recipe how to make lots of money in the future. I wish I knew I would do it myself I will try to sort of touch the future with you to understand what's coming in three to five years And I think there's a great Chinese saying that says if you want to know the future ask your children It's very true because we're so busy looking at other stuff like, you know, how to pay tomorrow's bill That we don't look at the future and that is a mistake Because if we don't take time to look at what's coming, you know, not 50 years from now But three to five years from now. We can't get ready and the speed as you know here in Brazil, right? Especially the speed is mind-boggling the speed is increasing. It's not slowing down The noise is increasing the traffic, of course is increasing So I will try to share some of those trends with you. Here's the video The only thing we can be sure of about the future is that it will be absolutely fantastic So if what I say now seems to you to be very reasonable Then I'll fail completely Only if what I tell you appears absolutely unbelievable Have you any chance of visualizing the future as it really will happen? So this is a guy Arthur C. Clarke 1941. I didn't get to meet him unfortunately But I'm going to try to be unreasonable with you today. I don't think it's about thinking about the future only it's about feeling the future Understanding means more than this part of the brain saying, you know, I can run the spreadsheets and know what to do. That's not true Understanding it was beyond that so We have a saying with my company. It wasn't raining when Noah built the Ark When you look at the publishing business the music business It was quite clear ten years ago. It was going to rain Are they building an Ark are you building an Ark for companies and we do this for many companies around the world? There's sort of Ark building exercise So first point We're moving into a completely digital society Martian McLoone the great philosopher called this the global village In fact, he was talking 1971 about Facebook and about Google plus and about orchard and about QQ and why bow and Twitter the global village In a global village, you don't have peace and harmony and quiet He said you have considerable chaos and crossover of conversations. That's just part of a global village So now we have to rethink when everything becomes digital our movies our Advertising our music our money our education our health records Some very scary stuff there, of course As we know I'll talk about that a little bit later. We have to rethink how we do business We are no longer in a power position if you were a telecom company Some of you are have the pleasure of being involved in telecommunications ten years ago You could do whatever you want. Nobody could complain. You just cut them off. I Mean in Switzerland where I live Swisscom was a state company. There was no competition result was we paid the highest telecommunication prices in the world Until four years ago So now we have to rethink the digital default really means everything has to be looked at with a digital native approach You know starting with the internet the internet like water like electricity like air This is where we're going in five years the internet will be just as available as air Hopefully in Brazil as well So we have as part of this the total convergence of Devices of media of telecom and of social So if you're in telecom business, you're in the media business if you're in the media business You're in the device business, right? You're sitting together If you're involved with YouTube what business are you in are you in the search business? Are you in the media business? Are you the advertising business? It's interdependent and we have things like social television Where people are interacting with the television and with the producers and other other viewers Through a second-screen device. It's a fantastic opportunity for television companies to get closer to the user In fact, I think this is the saving grace for television That you can actually interact at the same time so Everything that we know pretty much everything is becoming ICT information communications technology or content doctors Using the Watson computer to diagnose patients as they make the rounds Running right next to them on a little stand having access to two billion cases Using the phone to connect digital money Bitcoin currencies digital distribution logistics Digital green sustainability with measuring everything that's becoming digital and connected. I am not referring to the absolute infinite concept of universal peace and goodwill of Which some fantasies and fanatic stream Let us focus instead on a more practical more attainable peace This will require a new effort a New context for world discussions It will require increased understanding and increased understanding will require increased contact So let us not be blind to our differences But let us also direct attention To our common interests our most basic common link Here's that we all inhabit this small planet We all breathe the same air We all cherish our children's future and we are all mortal Now this world is imminent the world where everybody is connected And I'm not saying there will only be benefits. I mean clearly we have addiction and we have you know data security and privacy, but When the world is connected and we can do things differently and there are substantial Benefits that come from this. I think it's really important that we get resilience connected at low cost as quickly as possible We look at the complaints that you have about Brazilian infrastructure, you know that probably needs to be solved I've suggested many times in the past in other countries that the internet should be tax-free For that reason so just something to think about a Big opportunity that's also coming along with this. It's this interface of humans and machines Again also a scary topic, but think about this for a second artificial intelligence sounds fancier When you're using Google now or Google Maps, it uses artificial intelligence to predict what's happening because it has your data When you go to Amazon to buy a book Amazon says buy this book is also good. That's artificial intelligence So but when we think this through in the next five years We're going to have this thing called big data Which is you know powerful streams of data coming together to define things and to give us intelligence in real time Very powerful tools. I think they're going to drive economies We're going to see interface revolutions from typing on the computer to talking to Siri or To the Google search engine or to anything voice control or Samsung TV to blinking like a jet fighter pilot to thinking We're going to think and search Or blink and search that that is the future. I mean Ray codes while the Singularity leader Has an interesting quotes search engines won't wait for you to ask for information. They will know you like a friend Now this is a challenge. I want them to know me like a friend, but not like a surveyor So there's a there's a challenge that how do we do this? But the benefit of that is you know that we have a tremendous technology available to us that is going to Blur the boundaries between do we really want to go inside with this? I'll leave you that that question for a little bit later, but What is happening today is that these bubbles here are? Driving the entire future of business technology media telecom communications Anything based on big data what I call data is the new oil you've heard this before I hope I'll talk more about that later But all the neighboring things intelligence software artificial intelligence robots next generation interfaces the Internet of Things Sounds all like science fiction. It's all already here All the cars that we buy now will be connected to the internet by default in the very near future all the televisions are on the internet connected in the near future So that generates a huge amount of possibilities and of course of also of conflicts The other day I was at my doctor and I was Waiting to go in and I was I was searching for what he said that I had and I came across some very interesting Information about Chinese herbal medicine and I tell my doctor about this and my doctor says what are you talking about? I am the doctor But he was a young guy, so he got it You know I we talked about it and he took it in but many doctors are not happy with this is question of authority When you take an online certificate at the Khan Academy for programming Are you are you equal with an MIT guy? Probably not, but you've learned something so many many issues that arise from technology and I think really What I would like you to think about today It's not about change Because change is good, right, but about transformation like this Becoming a different company becoming a different person Granted of course a person is probably easier than a company But what we need is to think about what is needed next because it's very likely that most of what you do in five years At least half of it will be reinvented. I'll give you some examples This transformation is mind-boggling If you're not ready for transformation not just change it'll run you over and Brazil is the first place where this is going to happen because of the speed the number of people and demographics You here in this room are at least 10 to 15 years younger than the same audience. I have in Europe on the same topic That will show you how quicker this will happen here take the slide what happened to people who make computers There's computer manufacturers and distributors in this room, right? What do people buy now? Look at this graph. They buy tablets Talk about transformation. This is death not just transformation. This is very difficult How do people use television and visual media? I mean it's exploding online video is just mind-bogglingly exploding Over the top video. Do you really need cable television? I leave you to answer this question, but you know at home I don't need it. My wife wants to keep it because she wants to go through the channels But I you know, I've got access to anything I want through paid and free and whatever means, right? I don't I go over the top So there's a lot of questions here We're going to see the great uncoupling of traditional couple Couples that were strung together by computing and computers. We don't need computers to do computing We can speak into the cloud Right. It will come back with something We don't need media companies for content while we need them, of course We need them, but we don't just need them to get content. We can get content other ways Google isn't really a media company, but there are lots. There's lots of content there We need creators to get the content, of course Do we need mobile operators for phone calls? Well for now we do But we will have phones without SIM cards that run on on local area networks Do we need them? I think we need them, of course But there's a substantial change that we can tell if we need cable and satellite to watch tv We can use the internet That doesn't mean that they're superfluous. They're not And you know I used to be in the music business as a producer and then later on on the internet Basically music companies make a great example. We still need record labels and publishers But completely in a different position Not in the old position. It's a very similar situation here We have a global transformation driven by digital society And if Marsha McLoone was still alive, he would have a good laugh or George Orwell would have a cry probably, but What's happening here is that we're moving from products to services to experiences From the old-fashioned desktop to the tablet to google glass Google glass is not about computers. It's about an experience No matter what you think about glass and other implications of it It shows the way to computing being completely behind the scenes And not being necessarily connected to hardware telephone My friend Michael Douglas with the first mobile phone All right moving on to of course the next generation Bundles where music is bundled that's a service music bundled with the phone as they have in many countries around the world Like tdc in danmark and in the end basically the mobile experience becomes completely superfluous Disconnected from stuff Sony said five years ago at the consumer electronics show That sony is not in the business of selling stuff And you know sony sells stuff, right? But What do they do they are shifting to services and to experience So I would maintain for you if you're in the business of making stuff devices Your next business is services and experience layered into the stuff That's what samsung is doing samsung people in this room. I think Samsung is not going to be satisfied with making boxes All right, there's a big step coming after that So peter drucker a great management guru says the greatest thing to do In times of change and turbulence is not the turbulence itself, but to act with yesterday's logic Of course, it's impossible to know tomorrow's logic doesn't exist, right? You have to create tomorrow's logic When jeff bezos invented the kindle he didn't go out and said well people are going to give me a lot of money for the kindle Nobody asked for it He spent eight million billion dollars of subsidies To build the kindle and now everybody around the world has kindle more or less But half of the books are more than half that he sells are now electronic That's next logic So give you some examples here music business the worst case There is no logic Not a current or a future logic It's basically just Going backwards Newspapers Television trying to protect content so That you don't create the next logic you stay with the current logic if possible So videos aren't made available The whole idea of saying okay Turkey we talked about that the minister society and advertising Advertising as yelling interruption Noise that's yesterday's logic We're talking about a trillion dollars here and we're not talking about small change Advertising is global six hundred twenty billion dollars And then you have public relations and marketing roughly a trillion dollars So you're going to see a budget shift of at least half away from the yelling, you know from from the yelling and Disruption and I think this is a really great Turf for advertising agencies And yesterday's logic is this idea of captive prison customers Telecoms are very good at this or they were, you know Media companies are fantastic at this. I mean, how are you going to forge the football game if you don't have cable You have to try to find somebody to work on the cable for you As they do sometimes here in brazil I hear But having captive customers I mean, what kind of idea is this in the digital society? How are you going to capture people? It's impossible because there's always a way around your fence So if you're going to rely on on caption capturing people and this military language of marketing, you know target acquisition and you know That's yesterday's logic You have to engage. I mean that that is the difference looking at red bull At nike at fiat here in brazil with their campaigns at unilever, you know engaging So in the telecom world my friend martin getters, you know, there's a very smart guy talks about this He talks about the telecom world In the over the top the ot world right the world that most of the kids live in For example using whatsapp or vibra or so rather than using sms, right? That's the over the top world and and what what app has 240 million users now Maybe google is interested in that but So looking at this world he says basically what's going on is that it's going from technology from network roaming To experience roaming and the the difference really is this right? Any combination any experience any platform that is the world that we're going into That's not to say That the world of networks and building stuff and infrastructure is going away. It's not You know, if there was no infrastructure, we couldn't be going over the top Right, so it's clearly going to stay there as well But we have to take a leap We work with over a hundred companies around the world and the biggest problem is this When do you take a leap when you know there's water in the lake? You don't jump into an empty pool So there's there's something there that's attractive But also sometimes it takes some pain, you know, somebody's pushing you off the board He takes both This is very important. I think for the future the iphone is now generating Half of the revenue of apple of 60 percent the kindle is didn't exist six years ago is now a huge profit center for amazon Linked in you guys are all linked in Made something like what 850 billion million dollars last year connecting us didn't exist six years or seven years ago So think about this for a second The majority of your revenues sorry in 2018 will result from things that don't even exist today And those things we have to find Maybe that's your mission today, okay to find out. What is that going to be in five years? And whether you're a handset manufacturer or a computer company or a telecom network or a media company That's something you have to look at because we used to live in this nice bubble The protected world of technology and telecom Nobody could get in unless they're paid That world is gone Now we're entering we're coming to the end of protected spaces You know the consumer is clicking our butt with technology and social media So we're we're watching the end of this media first telecom next devices and hardware Banking and money digital money will completely redo banking And think about that for a second in Africa The biggest provider of transactions for banking is not the banks It's the telcos and the startups with mobile money called Mpesa So The end of those spaces is near Brazil is the fastest country in the world in terms of increase of connectivity Number one in terms of change how how many people go online at what speed not in terms of quality yet But I think brazil is right before the takeoff point The pivot point to the digital society So that's to me. It's a fantastic opportunity And on top of that brazil is also number one in terms of how people engage With the medium as you can see in this chart a little bit hard to see i'll zoom in here on the brazil part Brazil has a top rating for doing all the stuff that people do on the web access additional content online interact in real time Use social networks vote for things It's all happening here as a leader of all developing countries So if you're advertising in print or radio think again, okay There's a reason you're doing this of course because there's a mass audience But now you have a highly targeted Audience that's completely niche and completely targeted. I think this is really becoming interesting. So our world is now moving in the yang yang kind of way There is no such thing as a separation of physical and digital Doesn't exist. There is no offline. It's in our head We're offline if we go in the country because of course there's no 3g right or even here if there's no 3g But that's temporary The future will be offline as a mental state Complete convergence of physical and digital cyberspace and meat space as they call it Our society or society is going in this direction at a mind-boggling speed and we have to be ready for this mobile real-time always on And again, let me quantify this. I'm not saying this is all great. That's not There are lots of issues and we have to learn that responsibility which I'll talk about later But this is where it's going We have to change our business practices. We have to change our lifestyles We have to change how we propose businesses And the movie industry for example that used to do this which is to hide The films as much as possible so that we were forced to buy dvds that didn't work here The movie industry is now changing tactics on a global scale and going from this idea of protection to the idea of engagement And I can guarantee you of in the media business Protection will not make you any money. It's guaranteed Watch the music business It's engagement that makes money And how do you engage? I mean this of course in the digital society is about this is two things about this If you're in the tech business You're in the trust business That's what it comes down to people will give you their data. They will give you their money They'll buy your devices. They'll do all these things if you mess with their trust. You're dead This goes for all of us, of course and also for advertising I mean, of course if you if you fly a plane, it doesn't work your crash, right? But if you work with a company that leaks your data, I mean if facebook would leak our data, you know rampantly around the wood leaf Be dead So if in the tech business, you're in the trust business Think about that when you do marketing The only reason that people will buy your devices is because they trust you There is a small reason that your device is also good But it's really about brand about trust We have to reimagine our world of business Going away from what I call an ego an ego system a top-down system that is driven by one person see apple Rest in peace to an ecosystem A world that creates business models that are interdependent that are interconnected I have to reimagine telecom and technology The content owners and the content producers are not the enemies of technology and vice versa They belong together because they're they're on the same ecosystem Device makers content advertising telecoms interdependence If you refuse interdependence, you won't exist Because you just want that one lonely tree over here. It's going to die It's about figuring this out how it works together So very important here I think to think about the future of this it's essentially this cycle Very important cycle of the top red level media entertainment and content and the lower level technology completely intertwined So when you think about the future what happens in your business No matter whether you're in content or media or telecom It is in the collaboration with others where the business model is being created You live in these silos from the old world, you know I'm a content guy You're the google guys and you're the tech guys and you're the ad agency and you know, it's all nicely organized won't work Our silos are game over And you see this happening across the industry if you're an ad agency, you know what this means You're no longer going to just spend your clients money Well, I'm just getting a bunch of people together to run your ads and get a discount That's over so it's guaranteed failure Telecoms in Europe Take a good look at this one Guaranteed decrease in our poor and average revenue per user and in revenues sms will be lost sooner or later due to over the top media Brutal decline. So you have to think about this. You have to think about the future Being a larger story. You have to move up the food chain devices content connectivity belong together And I think this is what we have to think about for the next couple years to figure out where this will be going time to move up that food chain Not to just write the one that you have I can't tell you how many telecoms that I work with I work with over a hundred My team works with I work with about 20 myself Including Singapore telecom and and many others how many times they say, you know, what we're just going to sell connectivity Our sim cards and it would just make money charging people. Well, that's great But it's gonna end It's not enough You have to take it a step further Look at this research saying the biggest drivers of growth in content consumption First uh international CEOs of media companies saying the first one is mobile devices Including smartphone on the tablet. That's the biggest driver. What is the second? improving broadband I mean, it's obvious And the business model is amazing. Think about five billion people connected By by 2020 And the opportunities are rising from this In newspapers, we have learned already That the way to generate value is not to say that, you know, we have to put a payroll Put a coin in to get inside of the website like the new york times does It's not really working. However nice it is We have to think of all of the values All of the things that a newspaper does, you know, basically figuring out this idea of added values having great content Having a strong mobile network having a great hardware is no longer enough We have to add value. You have to find a way of saying, okay Take this example the economist The only newspaper I subscribe to with money Not with attention. I pay a hundred bucks a year Not because I like their writing. I like their writing, but I wouldn't pay for that Straight out because I can listen to it in the car It allows me to listen to the magazine as an audio track That's called added value And that's really what we have to look for In fact, I would maintain that most of your businesses will focus on added value and the core becomes just Given it's just there Don't ask people to pay for the core as much as for the other reason to buy which are the added values I mean, this is something that we see pretty much across all industries. Look at the telecom business on the left A lot more people that is the red line using over the top SMS and messaging like twitter and what's up and so on on the right what's happened to cable A lot less people subscribing to cable a lot more people getting internet access to cable I mean, it's an interesting, you know, you add value or you become a commodity And this is a cruel lesson that I sometimes call a digital Darwinism Basically, if you are a commodity You'll be kicked out if you can just be dispensed with you will be dispensed Okay, that's because it's so frictionless Right, so figuring out what that means. I think it's really a way forward. Look what tesla did about this the car company I think they just launched in brazil, right? I want to buy one was just a slightly buff about my pay grade, but but Tesla said, you know what the reason to buy this car is cool And it's using a computer a tablet to control the car This is the added value. I mean, it's something that people love to to play with this and you know, this is one of those examples It really does it reliance telecom in india. You know what they say They say if you use us, what's app and facebook is free And what's up is free anyway, but they do it in some way that it's quicker and easier So they do the opposite spotify the music service is free in sweden and in danmark bundled into the telecom adding value So I only use the nike commercial that they have here and say okay find your greatness, but please find your converged greatness Not your own greatness. It's easy to find your own greatness. I'm an expert in that But about converge greatness about what you do with others. I think this is where the new thing comes in the thing formerly known as television Huge in brazil obviously, where is that going? Well, it's converging It's converging with telecom I call this broadcasting meets broad banding And we're in the epicenter of broad banding here, right? But what does that mean? There's new fantastic business opportunities of collaboration between the two and of course of a food chain conflict of advertising money Disembodiment of media that we're going to see everything moving into digital culture like we have with digital textbooks Everything about ownership to access If you're in the media business, you know that everything is moving to a click the song you use to download or get a CD now It's just a click The book that you want to read is just a click So that's a really powerful business model. I think that require quite a bit of convergence And of course we talked about that earlier. The real elephant in the room is mobile internet Hard to believe in this country because right now there's only 10 percent of brazilians using the mobile internet Because of connectivity problems But in many countries in the next three to five years 50 percent of internet access will be mobile And I would think that brazil is going to catch up on that too And it looks to me like all trends are going in that that's direction of where this will be happening Then we have this this shift, you know in terms of power consumer power Um, and I call this a shift from buyer beware to seller beware The buyer used to control all the components of interaction and transaction It's now the seller that controls this And this is really for if you sell hardware and devices, you know, this is obviously a tough future as we can see here The people connecting how much they use social media to find things Brazil becoming the number five advertising market in the world I think this is actually from 2012 because brazil is already number three worldwide surpassed this The traffic share and trends, you know, as you can see earlier in terms of mobile and tablets, that's quite obvious Comes down to this one thing user control You stand in the way of user control. You don't want to be there. It's about user empowerment Jeff Bezos from amazon has one motto that he approaches everything with and that is really quite simple customer delight That's it When they launched movies, they gave 7000 free movies hd streaming to all of the users in the u.s They were premium customers for free So that they would get be delighted about the new offering Can you give a present to your customers ask yourself that question when you go home today? What present can you give your customers to get them to be delighted and stay with you? That's the key I think I have to come to the end but it's only right. I just keep going here, but Uh, this idea Of captive customers is the past. We really have to think about what that means for telecom and technology And I think this is something you know, this consumer empowerment is something that we're seeing on a global scale I call this the people formerly known as consumers And we know that from our own cells. We're very happy to be people formerly known as consumers But as businesses, you know This is the question I have. Are you ready to serve? to serve This question of course also goes for politicians Are you ready to serve or are you ready to control? You know, if you're ready to control you you can leave Because it won't work There are some people getting away with that But it's hard So it's about ready to serve Everything is becoming intelligent around that street science intelligent objects roads us Our brain is becoming Outsourced to the mobile Mobile devices are our second brain As you can see in this Cartoon here is we think we control them But they really do control us in the end asking for you know to be sharing something or twittering something or to being charged So you have to wonder what bud's being next. I think we will need some balance on this It will be nice to have some balance on this I'll talk about big data and then I'll summarize and I'll get off the stage Big data you see in the newspapers every single day now Big data basically means everything that we already have in the past The data that we share, you know, where we are our browsing history our location hugely exponential Our data being the new oil Which quite literally and this is very important for brazil, I think Data is going to be more of an economic force than fossil fuel Because everything that we do generates data and data is being used everywhere And of course google and others are in the data business and the data mining and usage business also very important for advertising So let's define big data as an exponential growth of value variety volume and velocity And today we're down here with our data use and we already think it's quite scary Give it five years. It's going to be exponential. We're talking exponential means every 18 months doubling So the amount of information available That will take quite a bit responsibility And what I call big intelligence big opportunities for example marketing and advertising will completely be changed upside down by data And that's already happening Including of course prediction Prediction is really it's going to be a way of life in the in the very near future So I can predict what you're going to buy based on your on your patterns It's just a question of being there on the right time And that could also you know have some interesting side effects, but For example as we see the internet becoming sort of a huge Ocean of content will have to figure out what to do about this and without being sucked into the digital funnel And once you get everybody connected in Brazil the next step is to figure out how to disconnect them So they can have some peace of mind sometimes I think this is part of the natural process So I would appeal to you also if you're in a tech business data and privacy regulation is absolutely crucial You don't want our brain to get connected to International huge pipelines without any permission or any recourse and that's basically what's happening So we have to look at this. I think this is a crucial topic As you can see right now here is that people are already saying the u.s. cloud computing industry may lose something like $35 billion because of the privacy issues Recently discussed no need to get into but also an interesting opportunity in brazil We don't want this world, right Just because we're on the internet And I would propose to you as technology companies and telecom companies you have to make sure there's a balance Because otherwise people are worried and we see this happening around us. I think this is a big mission also to to look at because With great power comes great responsibility And you have as tech companies tremendous power over our lives. I mean this is addictive stuff. This is better than fill in the blank Okay, fill in the youtube censorship But volterra said this we have great responsibility With this and this is really I think also important for business models So talk about advertising and I'll really get off the stage all kinds of advertising was based on lies yelling The water can Interruption noise and it worked Despite all of that, but future advertising In the age of digital is going to look like this right finding a door into people's mind And not just the mind, but the heart I mean mind is one thing but people don't buy things because of stats They love things that buy them, right? So you want to look for advertising in the future is about that How do you find the door to people's minds and hearts, right? How do you how do you become a magnet? Right, how do you become attractive? That people will buy you or somebody else and most of them will be social local mobile, you know solo mo as people say Great opportunity I think for the future So question I have for you. Are you ready? Are you ready for this future if you're not ready? Don't worry. You can be ready tomorrow Just have a mental shift and I'll give you a couple hints and then uh, you know first Don't be an empire Empires are roman Empires are not going to work here Be a network You can be a big deal in this global brain But you can't be the brain Except for maybe one or two companies that have tried and are still trying Okay, a summary point one The digital default requires rethinking Think of the world in a digital way. That is a different world requires transformation. Think about what you want to be in five years Move up and across the food chain. If you're a telecom company, you got to think about content If you're a device maker, you got to think about advertising If you're a media company, you have to think about technology Old logic is deadly If you use yesterday's logic to come up with tomorrow's business plan, you will certainly fail And I mean this is obvious all around us here I did and folks up in the publishing business what's happening the old logic You know basically making it scar is when it's not won't work Media is moving from ownership to access Social local mobile cloud video. That's it You can pray that tonight social local Social local mobile cloud video and you have your good summary of the day Okay, data is the new oil And we're all in the data business now in one way or the other this is Also something to be very careful about Trust and technology are intertwined if you're in the tech business, you're in the trust business Nobody will buy or use your stuff without trust. Keep that in mind. It's not about how cool it is. That only works for a week After that it's about trust And adding new values But I did skip the beginning from my favorite author in Brazil, Paulo Coelho Who says sometimes happiness is a blessing But normally it's a conquest And so I think you have to look at this as a conquest Thanks very much for your time And I wish you a good day and please feel free to tweet or Or do whatever to reach me and go to my car to pick up my stuff if you like. Thanks very much