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.