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July, 2017

Newsletter

The Director Speaks - "The Internet is an IOT Constraint-Remover"

JerryEarlier this month I had the pleasure to speak at the Honeywell Users Group about how IOT technology was going to change the way we think about buildings as they become smarter and adaptable based on the people and activities in that building. I also had the opportunity to attend an Argyle event which focused on efforts to personalize marketing based on individual needs. I noted that FirstNet has put a series of next generation Emergency Services proposals on the table for the State Governor’s review. And, I also noted a recent announcement from Cisco about their latest security service offering. At first blush, these might seem like disconnected points of interest but I see an ongoing trend. While there are some that might characterize these as a move toward targeted or personalized services but I think this trend is bigger than that. I think a better way to look at this evolution would be as a vector change rather than as a linear shift. It is true that markets are becoming more personal. But markets are also moving to on-demand based services. In addition, markets are becoming more solution or experiential based. Taken together, we are experiencing multidimensional market change and unless one is able to think about these three different dimensions of change simultaneously, important issues are overlooked.

For many, these changes are a reflection of the fact that we have effectively become an on-line society. A growing portion of the workforce has grown up not knowing the world without the internet. This would be an easy statement to make but it appears that the drivers behind these market changes go a lot deeper than that. The fact that data is available that allows extremely fine grain market segmentation plays a role. The fact that business models can be constructed based on usage, preferences and targeted features plays a role. The fact that globalization allows the critical mass to be constructed from a series of disparate markets also serves to play a role. So yes, one could say our dynamic markets were enabled by the internet but it would probably be truer to say that internet removed the constraints that held things back from satisfying our fundamental desires.

IN CONVERSATION WITH ANURAAG VERMA, MS IN MARKETING' 17, USC MARSHALL SCHOOL OF BUSINESS

AnuraagAnuraag graduated from USC this year with a masters in marketing.  Like most Marshall graduate students, he came to USC with several years of business development and marketing experience behind him but he wanted to be more than an employee – he wanted to expand his knowledge base so he could make a difference. 

1. Why did you decide on USC/Marshall as a graduate school? 

When I decided to apply to USC, I was working as a content marketing specialist at a B2B tech company in India that builds mobility solutions for entrepreneurs and enterprises. Having worked as an account manager in a digital marketing agency and as a number-cruncher in an analytics firm, I had a fair idea that marketing was my passion. To grow in my field, I felt the need to solidify the fundamentals of marketing in a rigorous academic setting. I started where most of us do - looking at MBA programs - when I stumbled upon a specialized master's in marketing provided by USC Marshall. A 1-year masters made a lot of sense to me! USC is one of the very few schools in the US to offer a program like this. I wanted a business school that was highly reputed and had great connections and a program that was rigorous enough to make me confident in the job market. Fortunately, USC managed to tick off most boxes!

2. In your opinion, what classes/experiences did you have at USC/Marshall that will allow you to take your career to the next level?

I think one of the best experiences in business school is to learn from others. When people from different countries and backgrounds come together, the quality of case discussions just goes up manifold. The projects for all the different courses were really exciting too! I got a chance to develop a strategic marketing plan for Domino's Pizza, a pricing strategy for Bark Box, a conjoint study for a new dating app and much more. I developed many key skills while collaborating on these projects - communication, leadership, team management, negotiation etc. 

I came to know of CTM when I was asked to participate in a research project about 'Advertising to Millennials' in my consumer behavior course in summer of 2016. Dr. Josette Bonte from CTM was heading this project and as our final project, CTM member and Professor Dennis Schorr asked us to conduct primary and secondary research and contribute insights to Josette's project. It was one of the most exciting projects I had worked on and to know that our presentations were going to be shared with executives in the media and telecom industry was a dream come true!

3. Given these experiences is there any advice you might have for others?

I have two things I might offer:

1)   It goes without saying that I think USC Marshall is a great business school but what you get out of your education goes beyond classes to include the extracurricular activities that complete the education.  I would advise everyone to go out and actively find opportunities that give you the experiences that are needed to put theory into practice. After I completed my consumer behavior project, I reached out to the CTM team to learn about their mission to improve our understanding of how technology is changing the way we live and work. I wanted to find a way to contribute to that mission and put a project together to improve their communications efforts. They gave me the opportunity to put some classroom theory to practice in the real world.

2)   The other thought I would offer is that I believe learning is a life-long process.  There have been some remarkable changes between the time I got my bachelor's and my master's degree.   Marshall prepared me for today’s business world but even more important is that they taught me to appreciate how dynamic our business climate is and that means I will forever need to keep up with the latest trends in terms of marketing, technology, and business practices in order to live up to my potential. I will be forever grateful to USC for providing me the tools I need to meet that challenge and I am glad I am a member of the Marshall/CTM family.

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UPCOMING EVENTS
  • Aug 5: Big Data Day LA is one of the largest of its kind Big Data conferences in Southern California.  The 2017 session tracks include Big Data, Data Science, Hadoop/Spark/Kafka, NoSQL, IoT and Use Case Driven Big Data. Register at here.
  • Aug 9-10: The fifth annual global supply chain excellence summit will exhibit thought leadership on critical issues within our rapidly evolving global landscape. Key discussions on managing supply chains amidst globalization, innovation, and digitization will be held.  Know more at  here  
  • Sept 14: Another in the series of The Future of HR conferences focused on "Deconstructing Work for Future Growth" will be hosted by Marshall's Center for Effective Organizations (CEO) in Chicago. Learn more about this symposium at here.
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READINGS FROM THE EDITOR'S DESK

Robotics

Robotic medicine reduces the cost of rural medicine; couple it with AI and healthcare makes a larger step forward. There can be an economic benefit, but really this is about saving capacity. It frees up healthcare professionals to see more complex cases. A robotic doctor is gearing up for action

Cisco's security service, is a step toward virtualization of everything (ala NFV, Netflix, Cloud). All on-demand. Moving forward, Cisco hopes its clients will subscribe to the new networking services, creating a recurring stream of monthly revenue. Cisco adds subscription services to its core networking business

Futuristic

Article on the intelligent car's interior; thought provoking question "what to do when we no longer have to drive" In an autonomous vehicle, technology can be pushed into the background and only be made present when it’s needed. Envisioning the Car of the Future as a Living Room on Wheels

5G is not about the phones - it is about the network performance and a better network allows the phones to do more. 5G Networks Are Not Just About Smartphones

Internet of Things

Princess Cruises is turning to IOT and tech as a means of differentiating its customer experience from others. It makes it easier for crew members to recognize a guest and address them by name, for example, which is something that wouldn't normally happen on a big ship with a couple of thousand guests. High tech on the high seas: Carnival cruises' smart makeover

Digital data ownership is not clear; in IOT does the device owner own the data or can the manufacturer claim rights? A Supreme Court ruling in favor of Impression Products over Lexmark challenges patent laws and the purchasing process. How a Supreme Court ruling on printer cartridges changes what it means to buy almost anything

 

Featured Events

05 Aug More
Seminar:

Big Data Day LA

  • USC Campus
  • 07:00 am — 08:30 pm
09 Aug More
Conference/Symposia:

5th Annual Global Supply Chain Excellence Summit

  • USC Ronald Tutor Campus Center Ballroom

Institute for Communication Technology Management (CTM)

USC Marshall CTM

1149 S Hill Street, 9th floor, 

Los Angeles CA 90015  Map