I was watching the news and all the announcements of the new iPhone series and it dawned on me that even as they are not just the most expensive phone, they are close to 400% the price of the top Huawei P20. So why is this now a massive price jump? It is not merely that it is a 512 GB Phone, or that is has 4GB RAM, or that it is IP68 dust and water resistance (maximum depth of 2 metres for up to 30 minutes). I think that Apple is changing the game. It is realising something different, It is also why I designed the ‘dumb’ smart devices for 5G.
You see, for better or for worse, I ask you the question: ‘What is this?’ You swill respond with it is a phone (or variant of it), it is a connection to everything, it is your personal assistant. No, it is none of those. It is important that you realise that this is now becoming your personal data server. When 5G enters your life it will be the foundation of you. You must realise it now, or lose your personal value very very fast; even as we are shown the political ‘BS’ on Telstra regarding Huawei, US telecom companies and other players. This is the vault all the players want. This is the setting of the next generation. Apple is cashing in on mere then just the price of a product. They are setting a stage that Huawei is already walking (slower in some regards, faster in others). This is the future and the Apple version of that future arrives within the next 7 days.
Google is on that path too. Its mint flavoured (or is that coloured?) is arriving in 4 weeks, they too are on the path of the future. That path is you and your personal data server. You better get used to that very quickly, you better realise that you, you yourself enabled all this. So even as we will not know the specifics of the new Pixel 3 XL, we all know that this too will be the personal data server, just like the Huawei P20 series, the Apple Xs series, the Samsung Galaxy and the Google Pixel 3. No longer merely phones, no longer merely the Spotify point. You see, the steps we have had with 4G are closing down, and the marketing changes. It is no longer ‘Fastest Mobile Broadband Network‘, it is no longer ‘Live More Internet‘ (which might be Ogilvy’s worst slogan), and it was never ‘Rethink Possible‘. It will be ‘Whatever you need, anywhere you need it‘. That is the foundation of 5G, anywhere you need it is going to be your cornerstone. It is in that part, when you have transplanted yourself in that new dimension you will get exposed to the change and the need to protect your personal data server wherever you are, because your personal data server (the next mobile phone) will become to some extent: “Your Identity”. Now you will need to consider getting it properly protected, because your data value is you and you need to realise that your mobile phone will have more processing and collection power than any server that was out 10 years ago, facilitating for you and 49 other employees. This personal data server will work for you, on your behalf and to your needs. This was why I came up with the protection layer of ‘dumb’ smart devices. No matter whether you go for IOS or Android, you will be your own cornerstone to social life, to entertainment, to business ventures and to your financial pathway. Consider what you are doing now on your phone. Your banking needs, your radio, your TV, your games, your appointments, your insurances and your investment and retirement portfolio. You do it all from your mobile phone and soon with block chain added to the data stream we are now moving towards a point of non-repudiation. In non-repudiation it means that you and only you could have done this. It is the one step above authentication; it is your future of accountability. At that point you cannot go to the judge stating you lost everything, because your phone got stolen. The easy path is getting removed; that is the future of whatever you want, anywhere you need it. Because only you could have wanted it and the new phones are about setting the stage enabling you and protecting you and foremost keeping your data safe, as long as you realise what you are doing.
So that got me thinking of the old Re-Flex hit: ‘The Politics of Dancing‘
We got the message, I heard it on the airwaves
the politicians are now DJ’s
the broadcast was spreading, Station to station
like an infection, across the nation
We see and hear it all as these settings evolve; politicians are becoming evangelists for places like Telstra, Vodafone and T-Mobile (to coin an example). The speed and radius of influence increased with every technology jump, three times in the last 10 years alone. Forever growing, ignoring borders and natural obstacles.
When we look at the refrain we see:
The politics of dancing, the politics of ooh feeling good
the politics of moving, aha, If this message’s understood
The setting of movement, dance and self-gratification, the fastest way to move the population in the direction they needed you to go in. You better realise this now and not too late.
You see, In Australia Telstra is the best example to look at. In 2016 they themselves set the stage with: “The Connected Government Program is Telstra’s premier thought leadership program for the public sector“. You did not think this was some philanthropic society, did you? This was the initial culling of those good for the in-crowd and those who are not. And I will also include “Dramatic economic, political, cultural and technology changes are creating opportunities and risks for growth, inclusion and sustainability that are making new demands on government and the public sector which require the ability to lead for innovation in conditions of volatile change, ambiguity and fragile trust“. This is all about growing the status quo for Telstra against whatever threatens it (Huawei is a nice example). Whatever they consider to be ‘innovative‘, I personally view it to be, ‘innovative at whatever speed Telstra can manage in an optimised setting of ROI and profit from whatever was deployed before‘. That is not the same is it?
So here we see the setting of 5G, you all want it and your personal data server will be the first choice that either enables of limits you. This is why Apple has upped the ante by a lot and until the answer of Google is ready, I am unwilling to make any choice other than Huawei, especially as it is at merely 25% the price of the new iPhone. 5G is optionally 2 years away for consumers at the facilitated speed of the new apps and protections; we see that this system needs to be at full force when the City Gates of Neom opens, because that will be the first fully fledged setting of a 5G environment giving you whatever you need anywhere you need it. Interactive information posts, shops that inform you 24:7, giving you the data you needed and showing you the products and offer sales and interactivity even when the shop keeper is asleep. All setting the stage for the explosive data growth you will be faced with and your personal data server is your link to all that. In this Google has the advantage as they solved three elemental parts in that essential need, added to that the marketing agents who specialised and focused on actual engagement. That is where you see the benefit of the next generation of data and visibility at the speed it needed to be at. This is not marketing through the eyes of their clients, this is marketing through the eyes of the respondents and how they envisioned it to be. A flexible setting set to the owner of the owner of the personal data server, not the approach towards that server as players like Telstra thought it needed to be, based on their metrics and their perception. Two distinct different ways and many marketeers and self-professed evangelists never understood that part, or learned it too late.
So yes, Re-flex was partially correct when they stated: ‘The politicians are now DJ’s‘, yet they did not forgot it, it was merely in a time when that option did not yet exist. Now there is no lack of choice and the owner of that personal data server can switch channels in the blink of an eye, an engagement opportunity lost as the focus of the evangelist (read: marketeer) was set to the wrong party. The owner who gets whatever they want, whenever they want it also gains the power to decide on what they want, any time they need or desire something, so making sure that there is engagement also gives the strength of retaining that person for a much longer time and in this game in 5G time is close to absolutely everything. It is the one where we start to realise that time is the essential unit of measure. It was there in the old days. CPU time set the stage of costing; it was there in the old phones, where the duration of a call was the unit of costing. Down the road it was trivialised in most places and set to zero, but it was never zero. Now we get to the next stage, yet now it is in the hands of the consumer, because the time of engagement is the sales funnel, so engagement becomes the stage for success. It is close to the end of mass marketing. It will be the stage of smart marketing. In that setting phishing becomes the new skeleton key and there is the first clear need to protect your personal data server and to protect the data it holds. A setting of consideration in 3G and 4G becomes a setting that is essential for anyone that wants to remain in the game in the next generation with a setting of continued value.