April, 2017


The Director Speaks: 'The Devil is in the Details' 

Jerry Power Over the last few months, I have been working with PwC and 20 teams of energetic students on a particularly interesting student challenge - How Can Media & Entertainment Companies Better Connect with US-Based Hispanic Consumers to Drive Revenue Growth? As a part of the challenge, students needed to find out if and how Hispanic markets differ from more generalized markets. They did some great work that suggests it is better to look at the US-based Hispanic market as a cluster of micro markets each of which has distinctive behaviors. This increased level of fragmentation has been enabled by technology; it is allowing what had been considered outliers to come together to create identifiable markets.  From a business perspective this is effectively increasing the strategic importance of market segmentation exercises and making that old adage “the devil is in the details” truer today than it ever has been. Companies now need to strategically and operationally focus on the needs of their micro markets or risk falling prey to a competitor that is able to address the market needs with a more targeted offering. At CTM, we are committed to providing our members with detailed market behavioral data in the belief that while data collection is difficult, it is the root of any pragmatic business process.   


Andrea Andrea Vladar Moser is a Senior Analyst and Statistician at CTM (Institute for Communication Technology Management), Marshall School of Business, USC. She has over 15 years of research experience in the field of telecommunications, media, and entertainment - both in the academic and corporate environment, client and supplier side. She drives all aspects of several research programs from conceptualization to final presentation of findings through survey development, data collection, analysis, interpretation, and reporting. 

1. Hi Andrea! Could you tell us a bit about your journey at CTM?

Sure! I joined CTM in 2006 as a visiting researcher from Hungary. I got involved in the Digital Home and Mobile Life research programs, doing analytical work. In 2011, I took over the Digital Home program and was the lead researcher on it for 5 years. In 2014, I added redesigning and leading the Mobile Life program to my portfolio. Both programs were primarily tracking studies. While the Mobile life program focused on outside of home activities and our use of personal mobile devices, The Digital Home program focused on tracking the adoption of emerging and maturing technology and services in the home. We focused on all digital activities that take place in the home environment. We measured the demand for new technology and tracked changes in consumer behavior by looking into emerging ways of media consumption and giving a comprehensive view of how new technology changes video viewing in a multiscreen home. I have been at CTM for over 10 years now and as a senior analyst, I am proud of the research we’ve been doing in close cooperation with our board companies. 

2. Tell us a bit about what you are working on currently.

Last year we decided to focus our research efforts on the Internet of Things. Our IoT initiative consists of 4 projects. The 3 programs that I lead are targeted at defining the market demand for internet connected smart products and appliances in the home and on the go. We look at consumer and business apps and plan on calculating the demand curve of each and every IoT app for the coming 3-5 years. We also look at what motivates people’s adoption of smart technology and how that influences their decisions.

3. What excites you the most about your research?

Starting research at a brand new area is not an easy thing and can be challenging sometimes. The research studies we designed this year are very complex and exciting. We not only create an in-depth analysis of the IoT market, but we are building simulation models that will help our sponsors to calculate the market demand for each IoT app by selecting different price points, features or other characteristics. This will make the project very unique and usable for companies in all parts of the IoT ecosystem.

4. Where do you see IOT heading?

We are at the very beginning of the IoT adventure. I am expecting the price of smart products and connectivity go down significantly.  Everything around us will have a smart version and will be connected to the Internet and each other. However, the current smart devices as we see them now might completely disappear and their functions merge into other devices or solutions. We will see new IoT ecosystems develop and compete. Tremendous amounts of data will be generated and need to be analyzed in real-time and the value of data analytics and cloud storage will get more and more importance.  

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Internet of Things 

Forbes talks about retail IOT; I cannot think of an industry not impacted by IOT once price/tech is right. Internet Of Things Will Revolutionize Retail

Industrial IOT is not just manufacturing, supply chain, or customer data; the big value is from an end-to-end wisdom. Industrial IoT all set to turbocharge lean manufacturing

Digital Transformation 

McKinsey says when companies pursue digital transformation they should strive to redefine/disrupt tradition markets. The case for digital reinvention

5 digital transformation myths, and how successful transformations are often driven by companies that have no other choice. Five Myths About Digital Transformation


Multivendor/multidevice interop a stumbling block for smart city trials; targeted apps are good but need to do more. Interoperability: The key to the emerging smart city

An article from Atlantic that draws a line between AI and what should be called smart programming and technology. ‘Artificial Intelligence’ Has Become Meaningless

Advanced Management Program (May 1 - 5) is now open !

This 5-day, this open-enrollment program focuses on the challenges of management in an increasingly digitized and networked world. Such environments are greatly impacted by escalating competition, organizational change and structural re-alignment brought on by the requirement to deliver constantly increasing levels of value to both enterprise and consumer markets. The program provides high-potential rising leaders with the tools and perspectives needed to manage and lead in an environment transformed by new business models, new operational procedures, and the convergence of telecommunications, technology, and media. To know more, visit here

Institute for Communication Technology Management (CTM)

USC Marshall CTM

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Los Angeles CA 90015  Map