The Future is Amazing – 2019 AT&T Business Summit

The Future is Amazing – 2019 AT&T Business Summit


[MUSIC PLAYING] Good morning. Good morning. [APPLAUSE] How is everybody this morning? You all good? All right. How about that concert last
night at the Bomb Factory? Did you guys enjoy that? I’m so glad that we
could get everyone out for a fun evening with
award-winning artist Lenny Kravitz. Didn’t he rock? Totally rocked, didn’t he? How many of you rocked
cowboy fit this morning? Crickets. True confessions of a Dallas
housewife, I didn’t either, OK? But there’s always tomorrow. All right. So I’ve heard from
several of you that you thought yesterday’s
program was amazing. And i can say for
us at AT&T Business, we love spending so much
amazing time together. Now, speaking of amazing, how
about Michelle Obama, right? Just gosh, so, so, so amazing. Well, the good news is for
us that we are not done yet. We’ve got another full
day planned for you. And, in fact, our first
piece of the program today is all about how
the future is going to be truly, truly amazing. Now, why is it amazing? Well, it’s because we
are making it possible for you to engage your customers
on a deeper, deeper level, with truly memorable
experiences. In discussions that I’ve had
with many of you both here and in prior roles,
you have challenged us to help you better
connect with your customers. And I believe that we
are at a moment in time where we can help you
now more than ever because of this modern media
and communications company that we’ve created. We are inspiring human
progress through AT&T Business, and our world-class networking
technology and 5G, Warner Media, and our premium
and premiere content, and through Xander, and
the value of data and data analytics. So as you saw a moment
ago, this combination means that we can bring you
truly unique experiences, whether that’s in your
car, or whether you are shopping at a retail store,
or even staying at a hotel. And that is just the
tip of the iceberg. And so no matter
the role that you have in your company, what we’re
about to talk about matters. And that’s because it
matters for your business. Everyone here has
the opportunity to combine connectivity,
data, and content to make a better, and
stronger, and deeper connection with your customers. And, in fact, AT&T
Business has actually started to work
with several of you already to bring the power
of the new AT&T to life, locking arms with
Warner Media and Xander. So whether it’s custom content,
new data insight avenues, or delivering industry-leading
network solutions, we’re giving your business
a unique and unmatched competitive edge. So we’re so excited
to put the power of differentiated
engaging experiences in front of you
and your customers. Speaking of which, we took an
educated guess that some of you might be comic book fans. So what you have at
your seats there, thanks to DC Comics
and the Justice League, I’m betting that
you’ve never seen 5G brought to life like this. It’s a physical
example of what’s possible with Warner Media. And in the next
30 minutes, we’re going to show you
some of the ways that we’re helping to
make the future amazing. And just like in the
comic book you now have, where that power and
the potential of AT&T 5G was brought to life to help
save the Justice League, we’re going to use
5G technology now to bring to stage my EVP and
Chief Marketing Officer of AT&T Business, Mo Katibeh. Except, though, Mo is not
here with us right now. Mo is actually joining
us, not in person here at the convention center,
but in holographic form from AT&T Stadium in
Arlington, Texas, which is about 20 miles from here. We have a 5G network
covering the stadium, which is, of course, the
home of the Dallas Cowboys. And we also have 5G– no boos. I thought I heard one
in the back there, OK. We have 5G right
here on main stage. So Mo, many are here wanting
to better understand how 5G can transform their business. Can you help people
understand what we’ve done in collaboration
with the Cowboys and how and why we think
5G is such a game changer? Absolutely. Let’s start with
this right here. I’m speaking to via
hologram over 5G connection. And hey, good news, the
hologram doesn’t add 10 pounds. But seriously,
this is all because of the unique
characteristics of 5G. Ultrafast speeds, of course,
but it’s more than just speed. It’s ultra low latency
and high reliability. You put all that together
mixed with other cutting-edge technologies, and
the possibilities are nearly endless. That’s awesome. And Mo, so I know that
you’re at AT&T Stadium not just because you
love the Cowboys, but because we’re doing
some amazing things with 5G for the fans there. Can you tell us what a
few of those things are? Yeah, I’d love to. So let’s start with AT&T Plaza,
which is part of the entryway into the stadium. When you’re in plaza, you can
use a Samsung Galaxy SM 5G device. And as you’re looking
through it and pointing it up at the stadium,
here’s what you’re going to see, massive, huge
digital versions of Dak Prescott, Ezekiel Elliott,
and the other cowboys towering over AT&T
Stadium, getting you hyped up for the big game. That’s so pretty cool. So what else have you got? Well, and the experiences
only get cooler from there. Right when you walk
into the stadium, you’re going to see Pose with
the Pros, digital experience built into these incredible
immersive columns. It allows you to
digitally jump in for a quick photo with virtual
Dallas Cowboys players. These columns are connected
to our 5G network. You can take a photo of yourself
with amazingly realistic renderings of up to five
of your favorite players. Check this out. This is what I look like
when I’m not a hologram. And for me, what’s really weird
is that the digital versions of the players, they
look more real than I do. [LAUGHTER] Yeah, they kind of do. So you know what, Mo? This is a totally great
example of what businesses can do using 5G to put
customers in the center of the experience. Yeah, absolutely. And unlike some
of the other guys, we’ve actually
allowed the Cowboys at the stadium to redefine the
in-venue experience for fans using 5G, giving them an
entirely new reason to attend a games. This is 5G happening today for
one of our business customers. OK. So Mo, you may not
be able to see this, but we’ve got over
2,000 customers here in the audience that are
wondering the same thing. What can I do with 5G now? Right. Well, first understand
how 5G is significantly different from any other mobile
tech that we’ve rolled out. 5G has incredibly fast speeds. Here at AT&T
Stadium, we’re using what we call 5G Plus, which
is transmitted over millimeter wave spectrum and delivers
speeds of up to two gigabits per second. Next, lower latency. This is a game-changer. Think of latency as
network response time. 5G, especially when it’s
combined with edge computing, means that applications like
augmented and virtual reality run smoother. Yeah, that’s awesome. And I think it’s totally
worth noting here that the reason why
we’re able to actually have this discussion
over a hologram is because of 5G’s
totally incredible speed and ultra low latency. Yeah, exactly. And don’t forget
mass connectivity. Everybody out there has a
story about network congestion. 5G provides the ability to
connect millions of devices in an area where 4G LTE
could only connect thousands. Yeah, yeah. And so Mo, I know
we’ve actually been working with some
customers now who are eager to experiment with 5G. Can you share a couple
of those examples? Yeah. Let me tell you what we’re
doing at Samsung Austin Semiconductor. We’re testing a
variety of use cases. For instance, using 5G, 4K
live video and IoT sensors, Samsung is seeing how they
can improve quality control and materially reduce defects. And we’re learning
more about how we can use 5G and mixed
reality to train new employees, make them more
productive faster. Now, let’s talk
about transportation. We’re collaborating with
Uber on their effort to use 5G connectivity for their
commercial air taxis and drones that are planned for 2023. Yeah, that’s awesome. So Mo, when we announced
5G earlier this year, we also included edge
computing as part of that. Can you explain why? And then also, by the
way, at this point, I want to pass the baton to you. And I’m going to look forward
to seeing you when you get back from AT&T Stadium, OK? Ditto, and thanks, Anne. All right. So edge computing
combined with 5G means faster processing of
data and even lower latency. One variety of this that
we’re really excited about is Multi-access Edge
Computing, or MEC. So what the heck
is this MEC thing? MEC is all about
keeping the data that is most important to
you as a business closer to where it’s generated for
faster and even more secure processing. Let me give you an
example which, by the way, you can see out there in the
Innovation Showcase today. Many of today’s retail
leaders are using robots to manage inventory
by scanning shelves. The challenge becomes that
these high-resolution images that the robot
produces and the need for the associated
near-real-time analysis can be super taxing to a
store’s existing network. With MEC, you can split out
that data from the robot and send it to a local server. Meanwhile, the
four-year-old, probably mine, riding in the shopping cart,
can happily stream cartoons over the store’s
existing network. Now, if MEC can help a
four-year-old stay happy, just think of the possibilities
for your business. But that is only
1/3 of our story. Now, let’s focus
on Warner Media. Will you please
welcome to the stage the CMO of Cartoon Network,
Adult Swim, and Boomerang, Michael Ouweleen? Thank you. [MUSIC PLAYING] He’s gone. I wanted to say
goodbye to a hologram. I’ve never done that. Thanks, Mo. And thank you for having
me on stage here today. You know, there’s no doubt
that customer experiences and therefore their expectations
are totally changing really rapidly every day. So for us in entertainment,
the question is, how do we take the
content and characters that we know they love and marry
that with everything that Mo is talking about to innovate
in ways that are actually meaningful, right? So that starts not by creating
shows, but by creating worlds. Because fans today, as you
know, don’t just always want to sit back and watch stuff. They want to actively
participate, too. They want to engage and
discuss, argue, even game. They want to immerse themselves
in the worlds that we create. So that’s why we make sure
we don’t just create shows. We create things that can live
across multiple touch points in a bunch of different ways,
on screens, in the real world, all kinds of stuff. Basically, our job at
Warner Media every day is not to just create
shows, but to rewrite the story of what’s possible. Now, this company has this
really weird, cool combination of assets that we can leverage. It’s got connectivity, which
is amazing, content, and data. And when we bundle all
that stuff together with our characters and
integrate it into your brands and properties, we can
really create something that will spur
conversation everywhere, and really kind of hit
people’s social consciousness. Anne mentioned the
DC Comic book earlier and how it tells
the story of 5G. We could’ve used any of
a thousand Warner Media characters to tell that same
story, anybody from Bugs Bunny, to Scooby Doo, to Wonder
Woman, or even a newer property like Steven Universe. Now, if you don’t know
it, Steven Universe is a Cartoon Network show. It has really
great storytelling, really funny weird songs. And in every episode,
these themes of empathy and inclusion, right? And Unilever and Dove recognized
those themes in the show and partnered with us. And we made this global
campaign with custom content and touched the lives
of 60 million kids to teach them about body
confidence and self-esteem. This campaign generated 65
million organic social posts. So that kind of shows
you how this interaction differentiates us and gives us
a competitive advantage when we work with you. Our characters don’t just live
on people’s personal screens, either. They can leap off the screen– in this case literally– and into a brand’s properties. So this is Rick and Morty. If you don’t know them,
they kill it on screen. Whenever this show
premieres, it’s number one comedy in
all on television. It has a billion SVOD views,
it has 175 million streams. But it can leap off the
screen and into a relationship with a quick service
restaurant, or a video game, with custom content
like you see here, or an event, any
number of things. We have a great
example coming to– every year, we do this Music and
Comedy Festival for Adult Swim. We’re doing it next week in LA. And the AT&T 5G team and the
Warner Media Innovation Lab have created this really
cool fan experience, where like Mo talked about, you
can get volumetrically scanned and insert it into a really
classic hilarious scene of Rick and Morty. We can do this kind of thing
not just at the festival, but pretty much anywhere. And a good example of that is
we have two such activations right outside the doors. Maybe you walked by on this
morning with your espresso. There’s this Batman and
Wayne autonomous vehicle. Did you guys see that? If you sit in the
back of that, you’re immersed in 270 degrees
of a DC Comic experience from Warner Brothers and Intel. Or right out through
the door right here is the Ben 10 Experience
making its debut right there. It’s going to be installed next
month at the first-ever Cartoon Network Hotel. And what’s cool about this is
usually, VR is kind of weird. You’re alone doing it, and
maybe getting a little nauseous. Here, you’re working
with teammates to defeat the big bad guy, which
makes it perfect for, like, a retail environment
or wherever families are and want to play
a game together. This is the kind of
stuff we love making. And we love connecting
with our fans and enabling you guys to get
your stories out there as well. At the end of the day,
whether it’s Ben 10, or a DC superhero, Rick and
Morty, or Steven Universe, all this comes back to why
the future storytelling is really amazing and exciting. It’s great content,
innovative technology. It helps people connect
with this stuff on all these different levels and live
them in their world, right? So the possibilities for
how we tell our stories and work with all of you are
basically going to be endless. All of that is really just
one part of what’s going on. Now, I’d like to welcome Kirk
MacDonald, the chief business officer of Xander, as he shares
a little bit about what’s possible well with
that amazing platform. Kirk? [MUSIC PLAYING] Hey, man. Thank you, Michael. Yep. Thanks to Michael and
thanks to all of you for allowing me today to
tell you a little bit more about what we do
every day at Xander. Now, Xander is AT&T’s
advertising company, and we are a different kind
of advertising company. Our focus is on making
advertising work smarter. Imagine intelligent advertising. See, we connect advertisers with
their prospective audiences, the ones they care about,
in premium environments, and we do that at scale. So what does that really mean? That’s a lot of jargon. We create audience-targeted
advertising using consumer insights
and powerful technology to make advertising
work better for brands and to make advertising
simply more relevant and more timely for
the consumers who are experiencing it. Now, one example of the
type of advanced advertising that we’ve pioneered is called
addressable advertising, which has this ability
to show a different ad message to different
households while they’re watching TV and watching
the same program. This is an area where
we are the leaders in providing this advance
advertising solution and helping marketers serve
their messages to consumers in that right moment. Let me illustrate this
and illustrate how addressable advertising works. Let me introduce you to three
different types of audiences watching television programming. One is a family household. Another behind me
is a business owner, and last, a young professional. Now, imagine for a
second that they’ve all taken a break from
their busy days, and they choose to
watch Wonder Woman. It’s a Warner Brothers movie,
and they’re watching it on TNT. Three different audiences with
three different interests, but they’re all watching
the same content. Your businesses may be
trying to reach one of them as a target, two of them. Maybe all three are
prospective customers for you. Now, from millions of AT&T’s
deterministic consumer touch points where we know and
touch you with our services, we create anonymized
audience data segments that can be used to
inform, or I like to say decorate, the
advertising opportunity, that advertising impression. Sometimes, we do it
even in real-time. Now, this information allows
us to determine households using our services, no matter
what device they’re using, and allows marketers,
advertisers, and content creators
an ability to enhance the delivery of the message in
the home or to the individual. Now, with more relevant
advertising capabilities, we make advertising simply more
efficient and more effective for the marketer. And at the same time,
improve that experience for the consumer
or for the viewer. So imagine ads that are more
accountable to their spend, and have attribution
solutions that can help you prove effectiveness
for your marketing campaigns. All right. So now, back to an
example that we put out. Let’s imagine that we
have a commercial break during the Wonder Woman movie. Remember, these are three
distinctly different households, but they’re
watching the same program at the same time. They may even be
on the same street. During the same
commercial break, we can serve a different ad
depending on our knowledge of who is watching. So the same commercial
break, the family household on my left, or your left, will
see a 5G gaming commercial while the business
owner in the middle is learning about AT&T’s
Edge-to-Edge business solutions. The young professional
on the right is about to see the latest
personal technology from AT&T. Now, in this example,
we’ve used AT&T, but this could be any
brand offering the same set of solutions in this situation. This is the future of
audience-based advertising. But even with all the
technological advancements that we’ve been
talking about, this is still only just
the beginning. The way to the future
happens every six months in our industry. Every six months, it
changes, because we hold a portion of millions
of consumers’ attention, and the power of AT&T
is technology solutions, and this incredible content
library with Warner Media. Our goal at Xander
is to really reinvent how we think about advertising,
reinvent the entire experience. We want to make advertising
more intelligent, personalized to who
the consumers are in a moment in time and
delivered in the right context. Intelligent advertising relies
on high-fidelity data signals at-scale, technology,
and the ability to join that together
in near-real-time to create a personalized
experience for the consumer. So now, let’s look
at another example. Imagine it’s morning. This consumer is at home
getting ready for work. We know a lot about
them in this moment. We know the time of day,
deterministic knowledge of who they are. Location signals let us
know that they are at home, and that there is a
probabilistic insight an understanding that they’re
getting ready for work. Now, we can serve them and
out on television as they watch the morning news. And since it’s around
breakfast time, we know that that ad could be
related to breakfast foods, like a new brand of cereal. Now, that same person
leaves their home, and they’re on
their way to work. Location signals inform this. Think again about the
incredible insights that are being created with
their movement and the device signals. The patterns of location
data and usage signals can be used to inform
a probabilistic model of intentions and interests. We might determine that
this person owns a dog, and that they left
their office, which is near a local grocery store. Because we can reasonably
determine off of these signals that this person is
on their way to work, we can serve them an ad
on their smart device, like a smartwatch, or any
other device they’re carrying. We can serve them a dog food
ad, because they are probably the pet owner, we’ve
assumed, and think that they’ll want to know about
a sale on all the pet food that they normally buy. Now, after work, again, time of
day signals, location signals. Our consumer is doing some
errands before they head home. Think about in the
future, the ability to use all the data that
I’ve mentioned earlier to send a personalized
ad as the person walks by a display, either
in-store or on the street. It’s like a scene from that
old movie Minority Report if you remember, only the
future is here and it’s now. It’s all starting be
possible right now today. I would be remiss
if I didn’t touch on the high standards of
data privacy and governance that this requires. And at AT&T, with
more than 140 years of putting our consumers, our
customers’ relationships first, we’re committed to managing
this data very responsibly, and would never put
advertisers’ needs over the needs and
protection of our consumers. But as AT&T and Xander,
we’re also in this position to shape the very future of
the advertising industry, making it intelligent,
making ads intelligent for brands,
and then at the same time, simply more relevant
for consumers. The future is now. And as we enter the
dawn of this new decade, we couldn’t be more excited. Thank you, again, for
your time this morning. [APPLAUSE] [MUSIC PLAYING]

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