IPOY 2018: Experts discuss why innovation and digital transformation are of essence

A panel comprising Deepak Iyer, Mondelez India; Prasoon Pandey, Corcoise Films; and Rajan Anandan, Google; deliberate on 'future, innovation and digital transformation'

e4m by exchange4media Staff
Published: Dec 10, 2018 8:56 AM  | 4 min read

At the recently held Impact Person Of the Year (IPOY) 2018 Award function, a panel comprising Deepak Iyer, Managing Director, Mondelez India; Prasoon Pandey, Director, Corcoise Films; and Rajan Anandan, VP, Southeast Asia and India, Google; discussed ‘future, innovation and digital transformation.’ The discussion was moderated by ‘Anurag Batra, Chairman & Editor-in-Chief - BW Businessworld.

Watch the session here and scroll down to read:

Talking about what Mondelez is doing to be future-ready, Iyer shed light on connected devices and getting automated machines to life.

“So we changed our thinking and instead of having chief creative officer, we thought why don’t we have digital ambassadors. We started in all places. In the factory, we had all machines digitally integrated. Instead of having 10 people manning one machine, we have one console that can do the job. There are censors in these machines and we’ve been able to get lots of data. We have also moved from annual maintenance to predicable maintenance. Today, there is GPS, Google map, big data out there. There isn’t just one function but so many. So we haven’t cracked it all. It’s just the start,” exclaimed Iyer. Iyer said a team at Mondelez works on what could be the possible disruptions that might hit the industry.

Pandey spoke about how making a commercial has nothing to do with the medium-- whether one is doing it on digital or not.

“It’s like a painting. You could paint on canvas, paper or wall. A lot of people ask me, ‘Are you making a digital commercial?’ And I tell them that I can’t understand the question. It’s the same commercial which is played on TV, a movie hall. It’s a question of who am I talking to.”

Pandey remarked that the main issue is how does one grab audience attention. And this is a creative issue. “Here we are involved only with the painting.”

Speaking about data and research, Pandey said, “On research, I have very scant respect. World over, tell me one election prediction that got it right?”  He pointed out that it’s all about gut and observations. “What I’m watching or observing is being depicted in my commercials,” he said.

When Anandan was quizzed on his three predictions for future, he said that AI and machine-learning will impact every industry. He gave the example of the first driverless taxi service which has been launched recently.

“It is a true amplification of AI. It goes back to what can machines do better than humans? Machines can now do a lot of things better than humans. Today you can listen to music which has actually been created by a machine. Machine can predict better than an ophthalmologist.”

Apart from the prediction that AI and machine-learning will dramatically impact industries, Anandan shared that the way we think about life is going to change drastically as we go forward. 

“As technology is able to produce more food than the world needs, as technology dramatically brings the cost of energy down, what will we do with all the free time? You will start seeing new kinds of social model developing in the world and the way we think about world today will change.”

Addressing the issue of social media’s impact and technology players using data, Anandan shared that you can go to My Account at Google and can figure out what data Google has access to and can also wipe it out.

“Being able to give users the ability to control their data is very important. Platforms should take care they don’t use data in the way they shouldn’t.” He also added that Google is working on a concept for segments who spend a lot of their time online, so that they can tell the machine if they want the network or connectivity to shut down after a point of time.

Anandan said that Google allows people to flag content that is not desirable. It has over 10,000 human reviewers all over to check if it violates any laws. “We are trying to make it easier to flag it and are building the infrastructure and capability at Google to review it. We’re also training 8,000 journalists how to use technology and write high-quality content.”

When the experts were quizzed on what they would be doing a couple of years from now, Iyer said, “I would be selling moments of joy”. Pandey exclaimed that he would be creating. Anandan said, “Ten years from now, every single person and thing will be connected to the Internet. I want to be there.”

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