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The Data revolution
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It
draws my attention that the unofficial issue, but if omnipresent of
this mobile World Congress of 2017 is, look almost everywhere you want
to look, the data revolution. In a very short time, we have gone from
developing business activities and focusing on making their approach as
competitive as possible, to seek an end that although obviously very
related, is raised in a completely different way: to focus on these
activities generating as much data as possible.
Trying
to interpret the historical series of events like the MWC requires, on
the one hand, to comb some gray hair and, on the other, try not to see
it all through a single color prism. For someone who works in
infrastructure, it is possible that everything you see since entering
the MWC by Pavilion 1 until it leaves the 8 has to do with cloud
computing, with integration of datacenters, or with 5 G. For those who
work in security, all you will see will surely be issues related to this
aspect. Capturing the common element, that "the next element" become
the official theme of the event, requires a whole view, an abstraction
taking some steps away. And my persistent impression is that this
omnipresent theme is the reinterpretation of all business activities
through the prism of data: The data converted into the real gasoline
that moves the business.
The
first important announcement of the MWC was, without a doubt, that 4th
platform of Telefonica that reorients the whole company precisely to
that, to the management of the data of the user (very relevant in that
sense the entry of Chema Alonso himself in which it describes and tries
to clarify the approach with the margin of Visions Conspiracy): The
digital transformation of an operator is absolutely necessary to avoid
its total commoditization , and that transformation requires an
exquisite attention to the data, so APIficaremos all our activity and we
will turn around that. That yes, that the ultimate goal is that the
services are better and do not want to go ... but all this, thanks to
the generation and exploitation of data. The whole business, raised
around the data you generate as a user, and in the way you with the
rules and the appropriate guarantees to understand it as something
positive, not sinister.
But
in fact, it doesn't matter who you are: If you're Telefonica, perfect,
the thing seems clear. But if you are a car brand – four years ago there
was only one, Ford, and this year are already a crowd – the approach
will be to reorient the entire experience of a user to, again, the
generation of data. What is it, as I mentioned yesterday in my talk at
the seat stand, the vehicle connected? Simply, one way to try to improve
the product and service set of an automotive company thanks to the data
generated by a vehicle that stores and transmits everything we do with
it. From that pioneering Tesla that in 2013 decided to include the total
connectivity of its vehicles by an agreement with AT&T in the price
of them (four years of practically unlimited connectivity with each
vehicle sold) until yesterday, the first big brand, Chevrolet, announced
the same for $20/month, everything fits perfectly: a car is no longer a
vehicle to move from one point to another , but a huge computer with
wheels turned into the maximum expression of mobile technology, and
therefore has all the sense of the world show in an event like the MWC.
Everything in the idea of the connected car points to the same: constant
generation of data to be able to convert the user experience into
something infinitely more versatile, to go from selling a product, to
sell a complete solution that includes everything, and is based on the
exploitation of the data that the user generates with his vehicle.
Eventually, that user will stop having an active participation in the
driving, or the vehicle can stop being his and become a model of use by
login similar to a Chromebook (any car becomes "your car", with your
presets on the radio, the position of your seat, your driving parameters
or your usual sites on the GPS as soon as you identify when you enter
it) , or we will see how they integrate in the price and experience of
the vehicle issues such as maintenance or insurance, but all those
possibilities will be fed and will make sense thanks to the constant
generation of data.
The
data revolution and digital transformation is expressed with absolute
clarity at that time, when you are able to walk through the vastness of a
MWC and when you go back to your hotel exhausted you realize that
everything, practically everything you've seen had that common thread.
If something is going to change in the next few years will be that, the
orientation of all business activity to the generation and exploitation
of the data, to its constant analysis by all kinds of technical
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