The future of media & communication industry lies in personalization of experience, AI & integrated platforms
Cristian Baciu, Growth Manager
As a Growth Manager, Cristian Baciu leads Fortech’s Media and Communications portfolio, helping companies craft digital products and navigate the digital transformation era. With almost two decades of professional experience, Cristian held various management roles in start-ups and international IT enterprises.
From start-up founder and CEO to software development and IT projects delivery, his knowledge and expertise now help Fortech’s clients develop innovative solutions and push forward their business growth. He holds a bachelor’s degree in informatics and economics and is passionate about technology, people, and business growth.
1.Can you outline your understanding and vision of how software services are being adopted in the media and communication industry?
The adoption of software services in the media and communication industry has seen a significant shift between 2000 and 2010, in recent years, having in focus the user behavior and personalization of the experience.
Streaming services like Netflix and other over-the-top (OTT) services have already become mainstream, offering content on demand, and personalization has become the key driving force behind this adoption. In today’s fast-paced digital world, user experience plays a crucial role in adopting any technology or product. It goes beyond just the user interface (UI) and extends to the whole experience (UX) that users have with the technology across various domains. For example, if a user has an app on their mobile phone connected to their home multimedia system, which is further connected to an entertainment system in the car or with the car itself, the entire user experience becomes integrated and cannot be limited to just the media message or content. The transition from one context to another needs to be seamless, and consistent, and it should enable access to the relevant information whether the user is at home, in their car, or at work in their office.
A unified experience is paramount. Integrating software services with different touch points of user interaction has become crucial in the media and communication industry. Users expect a smooth and seamless experience across all the points where they can interact with technology, consume and update data/information. Whether streaming content at home, accessing the media content in the car, or video conferencing in the office context, the created emotions and the connection with the user must be unified.
Soon the Anything-as-a-Service (XaaS) model will be adopted more and more. The XaaS model is a major trend with cross-industry appeal and for the end-user, the advantages are cost savings, agility, and scalability.
2. What are the main challenges that partners face when implementing media and communication software?
Besides building the right product when it comes to implementing media and communication software, finding the right partner is crucial for success. This process poses several challenges that partners often encounter. First and foremost, finding a partner who is suitable and aligns with your organization’s goals and values can be daunting. It requires thorough research and evaluation of potential partners to ensure they have the necessary expertise and capabilities to meet your specific requirements.
Cultural fit is another essential aspect to consider when implementing media and communication software with a partner. Different organizations have different cultures, work styles, and approaches to problem-solving. Ensuring your partner’s culture aligns with yours can help foster a collaborative and harmonious partnership. It requires understanding and respecting each other’s cultural nuances and finding common ground to work together effectively toward the product goal.
3. What is the role of the tech partner in the media & communication industry?
Beyond creating the product from a technology standpoint, a tech partner understands the broader context of the business and enables the digital transformation journey. In addition to being the main driver in the technical process, a tech partner recognizes that there are multiple other facets that need to be considered. This involves gaining insights into the goals, objectives, and unique requirements of the media and communication industry. By understanding the intricacies of the industry, a tech partner can align the technical solutions with the budgets and business needs, ensuring that the product addresses the right pain points and meets the targeted outcomes.
Digitalization is not just about technology but also about human behavior. A digital transformation involves integrating technology into all aspects of a company’s businesses, bringing changes both for staff and the end-user. So, one question arises. “How does digital transformation impact the overall behavior and daily life?”
4. What are media and communication companies aiming for by implementing new technologies?
Three pillars are supporting the implementation of new technologies in the media and communication industry: the platform to everything concept, understanding the meaning of the data, and of course, the new major trend: AI.
Platforms offer a centralized hub where content creation, distribution, and monetization can all be streamlined. From social media platforms to content management systems, having a robust and integrated platform strategy will be crucial for staying competitive in the ever-changing landscape of media and communication.
Second, the cloud and the data meaning area will play a pivotal role in transforming how companies store, manage, and interpret data.
Cloud-based solutions provide scalable and cost-effective storage options, allowing media and communication companies to store and offer access to vast amounts of data securely. This data can then be leveraged to gain insights, personalize content, and optimize audience engagement, ultimately driving better decision-making and strategic planning meant to boost their revenue.
Third, AI will be a game-changer for the media and communication industry. It will be the deal breaker like Gutenberg’s printing machine was back in the day. From automating repetitive tasks to delivering personalized content recommendations, AI has the potential to revolutionize the way media and communication companies operate. AI-powered algorithms can analyze data, predict user behavior, and optimize content delivery, resulting in more relevant and engaging experiences for audiences.
Furthermore, virtual global teams will play a crucial role in adopting these technologies for collaboration and communication. Virtual teams, enabled by technologies such as video conferencing, instant messaging, and project management tools, allow companies to tap into talent from anywhere in the world. This enables faster and more efficient collaboration, as teams can work together seamlessly despite being geographically dispersed.
Data plays a critical role in the digital transformation process. Data and the interpretation of all data are considered the thread that carries the project from beginning to end.
However, in many sectors, including the media industry, the gathering and understanding of data is still at an early stage. We still need to fully understand the meaning of the data and learn how to filter what is relevant and how to use it to understand better the customer’s behavior.
5. Since you mentioned artificial intelligence, how do you envision it in the media & communication industry?
I believe it is critical to recognize that this area of AI is a game changer, as well as to mention ChatGPT because that is what attracts users’ attention these days. Cyber security and information security are very important factors in this process, and I believe it is important to position our understanding of this technology in a very clear area. In the media, content creation solutions of this type are very desirable, but at this point, we must be aware that technology still needs to evolve. At this point, the content it generates is not always valid or truthful, and instead of creating something beneficial for society, you can create more trouble and spread disinformation. Certainly, the legislation regarding AI is well behind technological advancement, and we need to use it responsibly and ethically.
6. How do you envision the media and communication industry technologically developing in the near future?
The future of the media and communication industry is centered around the vision of enabling human interaction while leveraging technology in our daily lives. As technology continues to evolve, it will play a pivotal role in enhancing and augmenting human capabilities, empowering the industry to create, deliver, and engage with content in innovative and impactful ways. The key aspect here is the seamless integration of technology into our daily workflows, without disrupting the human touch.
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