5G networks – is this the future yet?

The transition from 4G to 5G and its implications for the digital society have kept the relevant stakeholders busy for quite some time. The ever-increasing use of mobile phones has required vast investment measures by telecommunication firms in the past year. But as we are standing on the brink of that many call the Internet of Things (IoT), requirements for a broadcasting standard have increased dramatically. The new standard that is currently under development will need to offer higher capacity in data-transmitting, lower latency and should bear the possibility to create sub-networks for the direct communication between machines. Each of these goals is in conflict with the two other goals. Developers assume a density of up to one million devices that need to be connected to the network. Huawei, one of the industry leaders in the development of telecommunication hardware, suggests thinking about 5G not only by means of a telecommunication network, but also as the infrastructure supporting socio-economic development and driving industrial digital transformation. Continue reading

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From Youtube Influencer to seller; influencing purchasing behavior as a close friend.

By Alexander Byham

 

Youtube influencers are becoming experts in marketing as they meet an audience that is extremely receptive to their content, thus being the perfect targets for selling products. Indeed a co-study of Youtube and Google stated that 66% of beauty product buyers were influenced by Youtube as well as 62% of smartphone buyers and 72% of auto-vehicles buyers. Therefore, Youtube is a powerful marketing channel but why?

The focus will be mainly powered towards how viewers see Youtube influencers’ advertising and why they purchasing behavior is influenced.

Many youtube viewers are millennials who are a generation born in 1980-1995, becoming adults in the years 2000. This generation is the first that was born in the technological boom of the late 20th Century and having an important purchasing power in the first decades of 2000. Thus, millenials build a community or are living in ones where influencers are the trend-setters for millions of potential customers.However, they do not present themselves as sellers but as friends of their subscribers, thus transforming a script directed by a brand into a friend advice, a much powerful marketing tool. This behavior is easily foreseeable in data collection showing where the costumers came from as well assmall surveys asking for the main influence of the purchasing decision. Many scientific researches already pointed out the power of the social media tool (e.g. Douglas Rushkoff).

The main challenge for this investigation will be to find youtube influenced buyers and direct the interviews such as they responders will answer truly and without shame of being blurred by influencers.

I personally think that people do not always keep in mind that Youtube Influencers have directed information that must be disclosed when presenting the product, thus working more as an intermediate or brand ambassador than a friend that suggests you a great product to buy. As a consequence, viewers can be blurred and vulnerable against powerful staged product demonstrations and advices.

Digital money: is a cashless world possible?

By Lídia Concustell

 

Never has it been easier to spend your money. The press of a button, the swipe of a card, or the wave of a phone, and it is done. With the increasing disuse of cash and the growth of digital currencies such as Bitcoin, a large number of questions have been raised: is it possible a society without cash? why digital money has not killed cash yet? what would the advantages be? which impacts would be on financial stability?

This research aims to solve all these questions by discussing the term cashless society as the move towards a world where cash is substituted by its digital equivalent and, therefore, exchanged only in electronic digital form. Since electronic banking became popular in the 90s, digital payment methods have progressively been widespread. PayPal, digital wallet systems, contactless, electronic bills, among others, enjoy nowadays of a general and prevalent use. Moreover, the 2017 United States User Consumer Survey Study states that 75% of respondents preferred a credit or debit card as their payment method while only 11% of respondents preferred cash.

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The Future of Digital Job Recruitment

by Claudia Besser

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Nowadays when applying for a job at a large company like McKinsey, some steps of your recruitment process might already be carried out digitally. A very common use of the Internet in job application procedures are digital interviews in which applicants film themselves answering the questions that are presented to them. These digital parts of recruitment are mainly trying to save costs and time for the company by replacing the human resources that played the role of the interviewers before. But from time to time, technology might not only be the answer for higher efficiency but also for selecting just the right person required for a certain job.

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Where is the line between Marketing and Manipulation?

By Carolin Hunkemöller

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Technological advancements in recent years have given rise to more sophisticated forms of consumer analytics. In the 2016 US election campaign, UK company Cambridge Analytica was hired to support the marketing efforts of Trump’s election campaign by generating personalised advertisements based on the personality and political tendencies of individuals portrayed through their Facebook profiles in order to reassure Republicans and persuade undecided voters to vote for Trump.

Today marketing is much more a system of personal and individualised messages targeted at the individual consumer rather than the general release of messages to a heterogenous audience. However, as organisations possess more and more data about their customers and use this data in order to optimise their marketing efforts, where is the line between marketing and manipulation?

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