Telecom Technology Opens New Business Opportunities Reading one sentence online can produce a smidgen of information about the reader that is loaded into the cyber mill known as big data, where it is recorded, analyzed and returned in the form of advertisements on Facebook or Google that suggest products and services appropriate for the reader of that sentence. Doubt it? Don’t. In the technological blink of an eye we have gone from “You’ve got mail!” to “Uv gt ml!” and from researching a new refrigerator purchase online to being instantly offered an alternate model, all supported by faster, more secure telecom networks. John Daddario, vice president of technology for Havas Media, a global advertising company, said the firm advises clients how to best capture such data and employ it in marketing strategies across multiple technological platforms and devices. Daddario himself is proof of the process. After Superstorm Sandy he was searching online for a home generator and when he returned to his computer later his search engine was filled with advertisements for generators. “It was once print, television and radio,” he said. Now businesses, especially retailers, must refine their message to a device, network or platform, Daddario explained. It is no longer just about network TV but rather about streaming TV and music, about Facebook and Twitter and YouTube – and doing all that nearly at the same time. Supporting and enabling all this data-mining and other critical business functions are faster, more secure telecom networks and the development of and improvements to specific devices that increase reliability and adaptability, according to Anthony Varro, vice president of sales for Integration Partners, with local offices in Parsippany. The company will soon be known as Inter-Cloud through a merger. It is a world of “virtual networking,” he said. But it is a tricky world, as well. For example, mobility creates a set of risks about connectivity and security and recent storms, especially Superstorm Sandy, raised concerns about the need for crash-resistant, redundant networks that protect corporate data, experts say. Integration’s clients include the fields of education, health care, government, retail, services and manufacturing. Among their key concerns are network speed; storage volume; accessibility and conductivity for the multitude of available devices; redundancy; and security, according to Frank Jadevaia, a partner in the company. Varro said the company’s cloud computing solutions offer centralized, cost-effective ways to meet these needs. For example, as data centers become virtual there is less need for a company to make large computer purchases to create a local server, he said. As a result, network costs are no longer a capital expense but an operational expense, Varro explained. In addition, the absence of an on-site data center reduces a company’s utility bill. Cloud services also are supported by professional staff, eliminating the need for a client to maintain such personnel, Varro added. Increasing network speed is at the heart of this evolution, according to both Jadevaia and Mark Bocchieri, director of external affairs for Verizon-NJ, who cited the ongoing installation of a 4G LTE network in New Jersey, the fourth generation of wireless network technology featuring greater bandwidth and faster speeds than earlier generations. For example, increased network speed and capacity will allow medical clients to more easily share health records such as X-rays, according to Jadevaia. The practice is a key cost-savings element of the federal health care reform act. Educational clients can connect multiple campuses for all communication needs and increase students’ access to research data and their teachers. Bocchieri said the faster network also supports a company’s ability to hold virtual meetings, including all required data displays, reducing travel costs and time. According to Daddario of Havas, fully leveraging today’s telecom technology is also about event planning and media tie-ins and taking advantage of real-life situations like storms. For example, targeting ads for specific products related to a storm means Havas customers must be able to place notices that highlight their products on smart phones, tablets and web sites and in email files. Jadevaia said that principal is behind those customized coupons shoppers get at the supermarket with their receipt: instant data analysis. In addition, improvements to specific devices such as routers and modems provide additional reliability and adaptability, he said. Verizon spokeswoman Esmeralda Cameron Diaz said the company offers technology that enables business to be more responsive to customers and more competitive, such as the new Intuit GoPayment product, which lets business owners process credit cards with their smart phone or tablet. Verizon also offers technology that allows individual customers and business owners to reach anyone when phone networks and power are knocked out, according to Diaz. For connections, Verizon offers Jetpack, a mobile wireless hotspot that can handle up to 10 Wi-Fi-enabled devices at once, and the Cradlepoint Wireless Router, which will work when landlines are down, she said.
Posted on: Fri, 12 Jul 2013 16:00:01 +0000
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