I spend my keynotes speaking about the changing landscape,
like where we are today.
We have big risks ahead of us and all
companies today are software companies.
So we have to be aware of the risks and especially
understand the different kinds of hackers
out there.
So I gave some case studies of recent hacks
and why people were doing it and how much
money they made out of it and had some ideas to
organizations on how to better defend yourself.
And it all starts from understanding the attackers.
That's really interesting and it must be a
terrifying landscape to operate in for some
people.
What will be the major challenges for people
working within that field and working to protect
themselves against such things in the next year?
We need to be able to do better security engineering
and to do better security engineering you
need security engineers.
And that is one of the main challenges.
Where do you find the people with these skills?
There's not enough.
There are a lot of computer science students
coming out of the universities who are specializing
in security and we have a clear lack of expertise in this field.
And there's a couple of things that comes out of that.
One seems to be that companies which are unable to find the talent,
then they have to outsource
their security.
And this might sound scary,
like you're outsourcing security,
which is crucial to your operations,
but it's not actually that different from real world security.
Most organizations don't have their
own guards guarding the headquarters.
Most have outsourced it to security
companies like guarding companies.
And exactly the same way you can outsource
your online security and computer security
to relevant companies which specialize in doing this.
That's a great tip.
So as we're here at NextM,
I also wanted to ask you a little,
what do you view as the
three major things that marketeers need to
be aware of within the tech space in the next
year?
The big trends
are easy to say.
IOT, robotics, AI.
I think pretty much everybody would see
those as the big major trends in 2017.
But there's the other technologies
bubbling under which are very interesting.
Especially I'd like to mention blockchain.
Not bitcoin, not cryptocurrencies, blockchain.
Because blockchain is really the innovation which made
things like bitcoin possible, but
it doesn't have to be around money at all,
or currencies,
or wealth.
Blockchain
is a very powerful idea.
It's actually a very simple idea,
but a very powerful idea.
That's how you know an idea is good.
That it's very obvious once somebody invented it.
But it wasn't obvious until somebody invented it.
And blockchain is simply a public ledger
of transactions which can never be changed.
And this can be used in many, many ways.
Just last month I saw a really
interesting application from a car company
who wants to
fight auto meter fraud.
Like when you buy a used car,
some dealerships roll back the number so you don't see how
much the car has actually been used for.
And they actually have the cars report
the numbers regularly to a blockchain.
A public blockchain where the numbers are locked in place forever.
You can never change them.
It's a perfect way of solving a problem.
And there's so many similar things that
can be solved with this new technology.
And that's very exciting.
