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Local cloud traffic to quadruple in next 3 years

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The fifth annual Cisco Global Cloud Index (2014-2019) forecasts that Middle East and Africa cloud traffic will more than quadruple by the end of 2019.

From a regional perspective, the report found that MEA is expected to have the highest cloud traffic growth rate at 41 percent by 2019. Several factors are driving cloud traffic’s accelerating growth and the transition to cloud services, including the personal cloud demands of an increasing number of mobile devices; the rapid growth in popularity of public cloud services for business, and the increased degree of virtualisation in private clouds which is increasing the density of those workloads. The growth of machine-to-machine (M2M) connections also has the potential to drive more cloud traffic in the future.

“The Cisco Cloud Index highlights the fact that cloud is moving well beyond a regional trend to becoming a mainstream solution, with cloud traffic expected to grow more than 30 percent in every worldwide region over the next five years,” reveals Vernon Thaver, CTO of Cisco South Africa. “South African enterprise and government organisations are moving from test cloud environments to trusting clouds with their mission-critical workloads. At the same time, consumers continue to expect on-demand, anytime access to their content and services nearly everywhere. This creates a tremendous opportunity for cloud operators, which will play an increasingly relevant role in the communications industry ecosystem.”

In addition to the rapid growth of cloud traffic, Cisco predicts that the Internet of Everything (IoE)—the connection of people, processes, data and things—will have a significant impact on data center and cloud traffic growth. Today, only a small portion of this content is stored in data centers, but that could change as the application demand and uses of big data analytics evolves (i.e. analysing collected data to make tactical and strategic decisions).

New technologies such as SDN and NFV are also expected to streamline data center traffic flows, such that the traffic volumes reaching the highest tier (core) of the data center may fall below 10.4 ZB per year and lower data center tiers could carry over 40 ZB of traffic per year.  To help put things in perspective, 10.4 ZB is equivalent to:

·         144 trillion hours of streaming music: Equivalent to about 26 months of continuous music streaming for the world’s population* in 2019

·         26 trillion hours of business web conferencing with a webcam: Equivalent to about 21 hours of daily web conferencing for the world’s workforce in 2019

·         6.8 trillion of high-definition (HD) movies viewed online: Equivalent to about 2.4 hours of daily streamed HD movies for the world’s population in 2019

·         1.2 trillion hours of ultra-high definition (UHD) video streaming: Equivalent to about 25 minutes of daily streamed UHD video for the world’s population in 2019

Here are some of the MEA (including SA) key highlights from the Cisco Cloud Index:

·         Data center traffic will grow 4.0-fold, up by 32% from 2014 to 2019

·         Cloud data center traffic will represent 86% of total data center traffic by 2019, compared to 61% in 2014

·         Consumer will represent 61% of cloud data center traffic by 2019, compared to 30% in 2014

·         7.1% of data center traffic will travel between data centers by 2019, compared to 7.1% in 2014.

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Millennials turning 40: NOW will you stop targeting them?

It’s one of the most overused terms in youth marketing, and probably the most inaccurate, writes ARTHUR GOLDSTUCK

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One of the most irritating buzzwords embraced by marketers in recent years is the term “millennial”. Most are clueless about its true meaning, and use it as a supposedly cool synonym for “young adults”. The flaw in this targeting – and the word “flaw” here is like calling the Grand Canyon a trench – is that it utterly ignores the meaning of the term. “Millennials” are formally defined as anyone born from 1980 to 2000, meaning they have typically come of age after the dawn of the millennium, or during the 21st century.

Think about that for a moment. Next year, the millennial will be formally defined as anyone aged from 20 to 40. So here you have an entire advertising, marketing and public relations industry hanging onto a cool definition, while in effect arguing that 40-year-olds are youths who want the same thing as newly-minted university graduates or job entrants.

When the communications industry discovers just how embarrassing its glib use of the term really is, it will no doubt pivot – millennial-speak for “changing your business model when it proves to be a disaster, but you still appear to be cool” – to the next big thing in generational theory.

That next big thing is currently Generation Z, or people born after the turn of the century. It’s very convenient to lump them all together and claim they have a different set of values and expectations to those who went before. Allegedly, they are engaged in a quest for experience, compared to millennials – the 19-year-olds and 39-olds alike – supposedly all on a quest for relevance.

In reality, all are part of Generation #, latching onto the latest hashtag trend that sweeps social media, desperate to go viral if they are producers of social content, desperate to have caught onto the trend before their peers.

The irony is that marketers’ quest for cutting edge target markets is, in reality, a hangover from the days when there was no such thing as generational theory, and marketing was all about clearly defined target markets. In the era of big data and mass personalization, that idea seems rather quaint.

Indeed, according to Grant Lapping, managing director of DataCore Media, it no longer matters who brands think their target market is.

“The reason for this is simple: with the technology and data digital marketers have access to today, we no longer need to limit our potential target audience to a set of personas or segments derived through customer research. While this type of customer segmentation was – and remains – important for engagements across traditional above-the-line engagements in mass media, digital marketing gives us the tools we need to target customers on a far more granular and personalised level.

“Where customer research gives us an indication of who the audience is, data can tell us exactly what they want and how they may behave.”

Netflix, he points out, is an example of a company that is changing its industry by avoiding audience segmentation, once the holy grail of entertainment.

In other words, it understands that 20-year-olds and 40-year-olds are very different – but so is everyone in between.

* Arthur Goldstuck is founder of World Wide Worx and editor-in-chief of Gadget.co.za. Follow him on Twitter and Instagram on @art2gee

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Robots coming to IFA

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Robotics is no longer about mechanical humanoids, but rather becoming an interface between man and machine. That is a key message being delivered at next month’s IFA consumer electronics expo in Berlin. An entire hall will be devoted to IFA Next, which will not only offer a look into the future, but also show what form it will take.

The concepts are as varied as the exhibitors themselves. However, there are similarities in the various products, some more human than others, in the fascinating ways in which they establish a link between fun, learning and programming. In many cases, they are aimed at children and young people.

The following will be among the exhibitors making Hall 26 a must-visit:

Leju Robotics (Stand 115) from China is featuring what we all imagine a robot to be. The bipedal Aelos 1s can walk, dance and play football. And in carrying out all these actions it responds to spoken commands. But it also challenges young researchers to apply their creativity in programming it and teaching it new actions. And conversely, it also imparts scholastic knowledge.

Cubroid (Stand 231, KIRIA) from Korea starts off by promoting an independent approach to the way it deals with tasks. Multi-functional cubes, glowing as they play music, or equipped with a tiny rotating motor, join together like Lego pieces. Configuration and programming are thus combined, providing a basic idea of what constitutes artificial intelligence.

Spain is represented by Ebotics (Stand 218). This company is presenting an entire portfolio of building components, including the “Mint” educational program. The modular system explains about modern construction, programming and the entire field of robotics.

Elematec Corporation (Stand 208) from Japan is presenting the two-armed SCARA, which is not intended to deal with any tasks, but in particular to assist people with their work.

Everybot (Stand 231, KIRIA) from Japan approaches the concept of robotics by introducing an autonomous floor-cleaning machine, similar to a robot vacuum cleaner.

And Segway (Stand 222) is using a number of products to explain the modern approach to battery-powered locomotion.

IFA will take place at the Berlin Exhibition Grounds (ExpoCenter City) from 6 to 11 September 2019. For more information, visit www.ifa-berlin.com

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