What Does AI Mean for Marketing? - Huawei Certifications

Current Trends in Digital Marketing

What we’re seeing is that technology is becoming more and more important to marketing. And social media is a place where a lot of magic happens, but social media is driven by technology. As we walk into the now and the future, artificial intelligence is really the most destructive force. And destructive in a good way for marketers. What artificial intelligence is doing is it’s giving us the info to automate marketing so that it’s personalized. And in marketing the Holy Grail has always been how do we market to the one person, give them personalized content. And artificial intelligence is giving us the ability to do just that.

The Power of AI in Marketing

It’s going to empower a lot of companies that can bring in the AI talent to help them identify and communicate with your consumers more precisely. We’re seeing that, for example, a lot of companies are using chatbots. And there was a time which nobody wanted to have chatbots. But now there’s more acceptance because it’s giving efficient answers, it’s giving immediate ways for consumers to get the satisfaction they want, whether it’s to answer a question, address a complaint and, really, what we’re seeing is that it’s adding efficiencies for both the consumer and for companies.

Neuro-marketing and Nano-marketing

When we talk about neuro-marketing, we’re talking about bringing in neuro science which is the science of how the brain works. And we have different ways of accessing that. For example we know that certain colors have certain reactions for people. We know that when they look at the screen, we can now, through eye tracking, get a sense of where they’re looking first and other consumer patterns. Most of us are wearing some form of a wearable tech, whether it’s a fitness watch, whether it’s a smart watch. And those sort of watches have biometric information that, with consumer consent, can help us really know what consumer is thinking and how they’re reacting because we’re not just relying on their self-reporting. We’re getting a kind of really physical response.

And so you have that technology that I think we’re going to see companies tapping into more and more. And when we talk about nano-marketing, what we’re really talking about is again that companies wants to find a way to can get as much information out of consumers, and make sure that we are delivering to them when they want it, how they want it. That’s why you’re also seeing a trend towards micro influencers, influencers who have smaller audience. But they’re influencers that people trust, and so again it’s about wanting to bring the scale and capabilities to give people personalization.

What it Means for the Consumer

Companies can track what consumers want much better now. It might be how people are sharing info, how they’re ordering their purchases historically, so that companies can anticipate when someone is going to want a favorite product and have it ready to ship before they ask it to ship.

How Mass Customization Will Evolve

With continued advances in artificial intelligence and advances that small media and large companies are all tapping into, I think what we’re going to see is much more “sensible” marketing that’s targeted to the consumer. And I think that’s something brands and marketing agencies really want to strive to achieve because it gives us consumers the ability to have content that adds value to our lives, that doesn’t just sell to us but also enhances us.

How Brands Will Change

Advances in digital transformation and digital marketing will have challenges for brands when they think about how do we branding. For example when we talk about voice technologies, what happens to a logo when we’re able to use voice search and voice conversation as a leading form for making purchasing decisions or making purchase

Success Secrets: How you can Pass Huawei Certification Exams in first attempt

Which Robo Adviser Is Right for You?

The History of Robo Advisers

Robo 1.0: The most prevalent form deployed today are where clients’ portfolios get built based on a short online survey. The portfolio construction strategies use underlying ETF baskets weighted between stocks, bonds, and gold. Here we see sustained innovation in the existing industry provided by incumbents, as well as lower-end disruption targeted to clients that are new to investing and prefer low risk.

Robo 2.0: A Hybrid model where artificial intelligence supports the advice and decision making of an adviser, which is particularly potent for estate and tax planning. We see this as a continuation of sustaining innovation by incumbents, but this is starting to introduce new market disruption by going into other non-traditional areas of wealth management, including “life-style/interest” portfolio fund construction and investment.

Robo 3.0: The Present-Future model, a fully automated service combining chatbots, automatic rebalancing, fractional ownership, nudging, back-testing, and strategies underpinned by Algos, Blockchain, artificial intelligence, and machine learning coupled with big data. We see this as new-market disruption. An example here is the ultra-high net worth client who wants to invest in digital currencies but is unable to get enough or any advice from his financial adviser in this investment area.

Market Strategy and Potential Targets

We believe that target markets should be centered on two customer segments to “get the job done”:

1. Use Robo Advisers 1.0 (Robo 1.0) at the lower end while marketing it to new investors who would welcome Robo 1 as a self-service tool for its simplicity and flexibility.

In most emerging markets, the rising numbers of middle class and upper-middle class are looking for opportunities to invest; however, a lack of knowledge and access to information prevent them from investing.

For lower end disruption, simplicity is the defining character. The design of Robo 1 should be simple and easy to understand. Basic applications that are publicly available in the market like Bloom, Robinhood, Stash, and Acorns would serve investors’ needs  in the lower-end market. For instance, Stash offers fund investments based on lifestyle preferences and interests, like clean water technology and social media companies. These applications are straightforward, simple to use, and readily adaptable and consumable by new customers.  Investors can quickly learn how to invest — they can test the markets based on their interests by investing in a collection of companies that reflect their desires and goals accordingly.

2. Robo 2.0 and 3.0 (Advanced Robo) features would be categorized as sustaining innovation: the elements offered by the latter versions would augment rather than  replace the human adviser. The characteristics of the Advanced Robo are more comprehensive, requiring the nuances to be analyzed by human advisers based on automatically generated recommendations.

Human advisers’ recommendations are supported by an in-depth analysis of market trends and potential risks. For the lower-end/new investor disruption, an Advanced Robo might not be appealing as it’s designed to serve higher-end investors that are cultivated by  relationships.  Based on the reaction of large incumbents who tend to manage high-end clients, Robo 1 will attempt to compete or concede.

What experts say about Huawei Certification Paractice Tests

Huawei unveils Artificial Intelligence by releasing PoleStar2.0 to Accelerate Smart City Deployment

Huawei released PoleStar2.0 at the 2018 Global Mobile Broadband Forum. As the infrastructure in smart cities, PoleStar2.0 supports a diverse range of services on a single pole, including 5G mobile communication, smart lighting, smart monitoring, Internet of Things (IoT), smart environmental protection, and city information release. PoleStar2.0 features open physical ports, modular device installation, a component-based structure design, and an open service platform. This solution helps to lower the manufacturing costs for smart poles and facilitates long-term evolution, accelerating the deployment of smart cities and 5G networks.

As the process of informatization is quickly accelerating in many cities around the world, requirements of smart cities have become major driving forces for the rapid advancement of the smart pole industry. These requirements include smart municipal administration, Safe City, and smart transportation. Traditionally, a new service requires the deployment of an additional pole. This will potentially increase the number of poles on streets and impede pole deployment. Improvement of smart pole investment efficiency and simplification of the deployment of smart poles are two considerable challenges currently facing the industry. A new round of ICT opportunities created by 5G also bring about significant challenges regarding operators' site deployment. Acquiring a large number of site locations at a low cost will be a major challenge for smart city development.

Huawei PoleStar2.0 is a new innovative solution that is uniquely designed to resolve the challenges of low investment smart pole efficiency and arduous site deployment. This is a cutting-edge smart city infrastructure solution that supports a diverse range of services on a single pole, including 5G mobile communication, smart lighting, smart monitoring, IoT, smart environmental protection, and city information release. PoleStar2.0 features an open pole design and poles can be locally manufactured and provided in batches, helping to lower manufacturing and supply costs. PoleStar2.0 also features standard interfaces on poles, allowing for flexible service interconnection and expansion. Additional components, such as cameras and sensors, can be connected to standard ports on poles to support flexible functionality expansion, facilitating the long-term evolution of smart cities. In addition, PoleStar2.0 supports open service interfaces. Standard APIs allow third-party applications to access the PoleStar2.0 cloud platform and provide commercial services, improving the monetization capability of smart poles.

PoleStar2.0 reserves standard base station interfaces for operators. Large-scale introduction of PoleStar2.0 during smart pole deployment will allow smart poles to interconnect with 5G base station modules and provide a large number of 5G site locations. This facilitates rapid, on-demand 5G deployment and significantly lowers site deployment costs for all operators. PoleStar2.0 also promotes sharing among operators, municipal departments, and smart service providers, allowing all parties to share the deployment cost and achieve win-win cooperation.

Huawei Releases the Autonomous Driving Mobile Network Solution MAE

[London, United Kingdom, November 26, 2018] Huawei's first wireless automation roundtable was held during the 2018 GMBBF. Huawei officially released the Mobile Automation Engine (MAE) solution, which accelerates full-scenario autonomous driving in mobile networks.The OPEX of telecom operators remains high currently. With the advent of 5G, mobile operators will face the coexistence of multiple RATs (including GSM, UMTS, LTE, and NR) for a long period of time. Network becomes much more complex, posing many challenges to network O&M, performance improvement, and user experience assurance. The industry has reached consensus that network automation is essential to reduce OPEX.
"Drawing on the concept of autonomous driving levels, telecom operators need to approach full network automation by-scenario and by-level based on the O&M workflow," said Zhou Yuefeng, CMO of Huawei Wireless Solution. He continued, "Huawei recently released the white paper Key Scenarios of Autonomous Driving Mobile Network, which describes seven key scenarios, such as base station deployment and network performance improvement, to unify industry consensus and gradually realize automation of these key scenarios.

The MAE solution carries three major concepts:

 All-Scenario Oriented, AI Inside, and Autonomy by Layer (3A).

• All-Scenario Oriented: Network operation transfers from NE-oriented to scenario-oriented.
• AI Inside: AI capabilities are introduced to build an intelligent engine that converges management and control, endowing the network with new capabilities, such as scenario awareness and identification, network prediction, and self-learning.
• Autonomy by Layer: Closed-loop autonomy is used to shield the various scenarios and enable efficient collaboration. Customers only need to focus on intentions and policies

It is worth mentioning that Huawei's first wireless automation roundtable attracted a wide range of participants from industry partners, including operators, associations, and analyst organizations. It is agreed that all parties should make full use of their advantages and collaborate together to make network automation a reality.

"Huawei's MAE solution has shown its values in some key scenarios through the practice with our customers, bringing confidence to the industry," said Zhou. He concluded, "Let us accelerate the application of AI in mobile networks, jointly promote autonomous driving networks, and embrace the fully connected, intelligent world."

Together with industry partners GSMA and GTI, the 2018 Global Mobile Broadband Forum hosted by Huawei was held in London, UK on November 19-21, 2018, when global operators, regulators, and vertical operators will be invited. Industry partners, as well as media and analysts gathered to discuss the development of the mobile industry