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0:04
What's becoming evident
is that we need
real-time service in
order to co-create value
at the time that
people need them.
This is what I call nowness.
Nowness, at this
particular moment, becomes
a critical element for
competitive advantage.
This includes the
location-based services,
mentions, hashtags,
sentiment analysis,
trending topics, keyword
tracking, and competitors.
When we understand all of
those things dynamically,
we're in a position to
provide the right service
to the right customer
at the right time,
aimed to create the right value
for everybody who's
in this ecosystem.
0:46
Real-time can be triggered
by several events.
Some of these events
are breaking news
or unexpected events.
We are facing COVID right now,
and that's the
biggest event ever
that has influenced
the tourism industry.
Or some of the events are
things that are happening
frequently, like Easter,
Christmas and Diwali,
all of those things that
are on the calendar
of different kinds of cultures
in different locations.
When we bring all of those
things together in nowness,
we create real-time
service enablers,
which are then creating value,
and then we support the
value for different
stakeholders as we are
operating the system.
The principle is that we've
got a very comprehensive
network that is bringing all
the different players and
stakeholders together
to maximise the value
for themselves.
1:38
One of the best case
studies of nowness is what
Marriott Hotels has done
with the M Live studios.
They've got five studios
around the world
so that they can operate 24/7.
What they do is they monitor,
at their fence,
their locations and
and they monitor everything
that's happening.
This is an award-winning
initiative
that is bringing
Marriott's marketing
up to a very high level,
and it is engaging
different people in
constant conversation with
the Marriott Corporation
where a lot of
things are happening
and a lot of things are
monitored simultaneously.
Marriott Hotels understand
what the context is
in different places and
how can they interact
with consumers
when the consumers
are actually tagging
them on Twitter
or tagging them on Facebook
or on some of the
other social media.
It's when the consumer
would like to
to have a conversation
with an organisation
on the network, on the platform,
that they're currently having
different conversations.
It becomes quite challenging
for different organisations
to monitor all of those things
and reply in real-time.
Imagine that you have
sent a message to Marriot
and you would like them
to reply very soon
from wherever you are
around the world.
This is exactly what
Marriott is doing,
and it's doing it
very, very well.
