[Music]
yallick world and I'm managing director
of IgA studios in london and i gave
studios heads up content production
publishing broadcast and i'm quite
exciting social promised a 12 on
engagement really when he first sort of
started happening and branch jumps on
facebook and they thought great this is
going to be a one-to-one relationship
with her with a consumer but it couldn't
scale and when those companies also big
you had to pay to play that sort of
wasn't didn't play out you know
consumers car number 121 it was a bit of
a mess and so I was born adding some of
the research reasoning from the kind of
l2 report you know customers one that I
customers want personalization they want
a personal experience with the brand and
because of the platforms are there on my
chat messenger and stuff like that you
know they they really want they want an
engagement and so one to one can now be
achieved through these platforms it's a
scaling partner today with all this big
brands are really really large and
really what is no moving you've either
got have an incredibly strong value
proposition that everyone aligns to and
get several I or you create an incubator
you create a and we've seen it was on
top brands like diamond and that even
nike in the day traded digital sport
within that organization it's like
totally separate and then they
accelerate change and that's how they
created some of their innovations like
like fuel and some of the connected
products and services i think that's a
smart way to do it the problem then you
have is that you then need to wrap that
innovation back into the main company if
you don't do that the next anything sort
of pull the file that you have a bit of
a two-tier kind of system is just in
conversation you I when he gets to that
level you've seen you already buy out
the Elector and the rapid growth and
they've enjoyed on that which is pretty
single function but when that seemed
that the embedded into a connected
environment and that can start to get
quite powerful with you there's
controlling things by talking to them
there's some potential limit to it
but it feels like totally natural once
once the interactions are just human and
real and unforced or or you know it's
going to be a smart way to interact but
I think they'll still be a mix of input
I think you'll still use touch and I
think you'll still use input devices I
think you really again going about
genovation sort of sentencing you need
to then just carve it out and test and
learn you're nearly just get some
technologies in like c'est rien for or
some of these sort of newer platforms
and get them in and just sort of test
out a problem and go okay how can we see
the jobs customer service or customer
interaction or how can we automate some
of the supply chain or some of those
things and just see in a very controlled
environment what it can deliver from a
business one of you
