for tech and telecom professionals. And JSA Radio, your voice for tech and telecom, on iHeart Radio. I'm Jamie Scado-Pittaya, and on behalf of my team here at JSA, welcome to our monthly virtual roundtable. We are bringing together top thought leaders talking about topics important to our industry in our monthly virtual roundtable series. Available right here on JSA TV YouTube channel, as well as on JSA Radio. The only tech and telecom podcast series currently available on iHeart Radio. These monthly roundtables lead us up to our on-site CEO roundtables at our industry networking event, The Telecom Exchange. Next one up is November 14th through the 15th, 2016, at the Montage Beverly Hills in Los Angeles. More info at thetelecomexchange.com. Today's topic, SDN and big data, with a focus on practical usage and real-world implementation, has garnered a lot of support and social media buzz. Welcome, our live audience right here today, and thank you also to those who are watching on demand.  And today, we're spanning the globe. We've got boats logging in from Israel all the way to Los Angeles, and streaming live video feeds. Care of our partners, Pinnacle. So thank you, Pinnacle. And let's get started. I am honored to introduce our guest moderator and my longtime friend, Rosemary Cochran. She's the principal analyst and co-founder of Vertical Systems Group. Her expertise covers carrier ethernet, IP VPN services, business fiber deployments, cloud and data center connectivity, legacy services, migration trends, and fittingly enough, SDN and SC solutions, which makes her, of course, the perfect guest moderator today to talk big data and SDN with our all-star panel. Well, Rosemary, thanks for being with us today, and please do us the honors of introducing our expert panelists. Thank you very much, Jamie, and welcome to everyone who's watching. We're very pleased to have you join us for a very informative discussion about SDN big data. Each of our speakers will share their insight and perspectives from different aspects of this topic, and I'd like to have them each introduce themselves and share a little bit about what they do in the SDN big data environment. Bill, could you start, please? Sure. My name is Bill O'Brien. I work for Centrelink. I'm the director of the adaptive platform strategy and development team, and my team's responsibility is building out SDN and NFE platforms, and also we started one of the first efforts within the company around deploying large systems as well. Okay. Andrew? Thanks, Rosemary. Hi, I'm Andrew Kuzminski. I'm the COO and chief strategy officer for Perseus. At Perseus, I run our operations, engineering and product groups, as well as solutions engineering, and last year, I'm sorry, a little bit more than a year ago, we rolled out an SDN platform on top of our low-latency infrastructure to service the financial services industry in a unique way. Thank you very much for having me on the panel today. Okay, Steve? Hi, my name is Zev, and I work for MRV Communication. I'm the leader of strategic marketing as part of my responsibilities. We actually doing research on SDN and NFE and implementation as part of our products, a packet optical solution, including software orchestration, and addressing different parts of the use cases, including data center, interconnect, bandwidth on demand, virtual CPEs, and eventually the whole different variants of implementation that's supposed to deliver, instead of big and down pipes, much more intelligent and dynamic network. Thank you very much. And just to start, we'll talk about SDN. Software-defined networking is, as we all know, transforming the telecom industry. We're moving toward more open, more scalable, more flexible, and more data-driven services and solutions. Today, we're talking about the big data piece of it all and what's happening in this transition, specifically on use cases, implementations, on new services, on new deployments, as well as the challenges. But I'd like to start with the architecture view and the platform level. Bill, you've talked about, described, integrated metadata as the oxygen for SDN-based service platform architectures and have, obviously, lots of experience in development. Could you talk a little more about what that means and how and why that's so essential to the transformation? Yeah, absolutely. I mean, when we started this journey back in 2012, we realized, you know, with these highly automated systems that come as part of kind of the SDN and NFE architectures, with all that automation and additional layers of abstraction with virtualization and so forth, that we're going to need to capture a lot of data. And before, typically, systems would be staged. They'd be really separate from the platform itself. Maybe there'd be a solution that had integrated analytics, but everything would have to kind of go back to a separate system. So early on, we kind of conceived that the platform itself should really solve for a lot of these problems, should inherently have some analytics capabilities and, more specifically, the ability for these feedback loops. So with the robust set of APIs that are typically inherent with any SDN and NFE platform and the automation that goes into play, we begin to ask ourselves, you know, how can we even automate typically decisions that are made by humans and then use this and build intelligent feedback loops back into the platform so that the platform can adapt to the operational, you know, kind of behavior of the platform itself and all the dynamics that happen with that, as well as how individual users or customers are using our network services here at CenturyLink, you know, from a range of IP and PLS to Ethernet-based services. So there was a need for kind of building out a big data platform leveraging, you know, a lot of the typical tech tools that we see, you know, between Hadoop, Spark, and using various classes of machine learning and bringing data scientists on board to accomplish that. Excellent. And that's really a good intro then, Andrew, to talk about, you know, with all that behind the scenes and this type of amazing platform SDN-based with big data. What types of new service offerings is this enabling in terms of, you know, analytics for your customers? Sure. Thank you. So there's definitely a paradigm shift that's occurring, especially as it relates to the financial industry, the financial services industry as we're servicing those customers. And in order to keep up with that shift, you know, we've adopted SDN as the platform to be able to service those customers in a much better way. So, you know, we've called it, you know, the NetJet model or this uberization of connectivity where, you know, things have changed and the power of the network, where it can go all the way into the application's hands, at least at first needs to go into the customer's hands. So that customer enablement, allowing them to log into a portal to order their own services is at least the first step towards offering those customers new services, whether that means gaining access to new network routes or new compute virtualization locations. You know, that customer enablement is that first criteria. So I guess the second one is, you know, as a part of that is real-time delivery of services. So, you know, the purchase SDN platform needs to enable our customers to be able to operate more quickly and efficiently. And I have actually a good real-time example. This happened just two days ago. And the emphasis can be different in very cases, whether from a financial services firm strategy changes or there's a network event. In this case, there was a network event between the Hong Kong Stock Exchange and the Japanese Stock Exchange, where there was a cable that was going down and a cable that was cut at the same time. And our client needed to be able to turn up new capacity between those two points. By logging into that, to the first SSDN fabric, they were able to enable their services to go live within 24 hours, which given that there were no cross-necks in place or anything of that nature, there was still some human interaction. But enabling those customers to turn that service up that quick is a very powerful tool. And then finally, I think, you need to think about, well, from the person's perspective, right-sizing and scalability of services. So, you know, this particular client or any other particular client that's using the first SSDN fabric might realize serialization issues or propagation issues as a result of congestion and they can alleviate those by adding capacity or potentially they realize that they can be more efficient and less capacity. So, giving our clients the opportunity to upgrade and downgrade capacity is a critical component of the first SSDN platform. And while we definitely have other products and services that are being added to this environment, that was the starting point for us. That's, you know, a very good example. Those types of use cases of what has to happen and the ability to really enable that functionality that quickly, which brings us to, you've got kind of the, you know, the fuel of all this to talk about some of the solutions that, you know, the big data is, you know, kind of helping with and how that works in terms of going forward. Yeah, so, actually, it's interesting because obviously the, you know, the linkage to big data is trivial. We are sort of a data-driven society that expects digital experience and we perceive the futuristic network that's supposed to respond on demand to our requirements and really simplify and literally use those unlimited pull-off resources. It's actually interesting if you ask a software guy, the network should be unlimited in terms of pull-off resources, which brings again into the concept that drives the software disruptive networking. Yes, it sounds a bit erroneous, but this is literally of disruption, a story that will shake the industry that tend to emulate sort of a cloud modeling that really speak about large scale of volume, velocity and variety, which basically this is the big data. So if we judge the numbers of data flood and Rosemary as an analyst, you have really good insight on this. It will continue to evolve from IoT and the mobile devices. Commercial mobile devices tend to go into the range of more than 10 billion in the future and if you look on sensors that bring also a lot of data, so the estimation of 30 billion of RFIDs or later any other aspects of artificial intelligence will bring the big data as a big topic. So big data creates sort of tectonic shifts that go hand in hand with server virtualization and new traffic flows in the network that differs substantially from traditional client-server model. Due to the elasticity nature of cloud environment, big data processing reflects server-to-server modeling with traffic load that change in location, in intensity like Andrew just mentioned over time, which practically demanding a flexible approach to managing network resources. So this means that the lever of new services over the network and adjusts performance and service parameters on per session, per application basis is simply time consuming and not efficient with all the processes and technologies. So this is supposed to change with SDN paradigm. The objective of SDN is really to enable as discussed transformation to open programmable and virtualized networks in application driven. So the new approach is really kind of to empower the software to tell the network what we want it to do and configure all of resources as opposed to how to do and configure manually each device in the network to set up end-to-end service to business customers. Additionally, central software intelligence should enable collection of analytical data from entire physical and virtual networks to keep real-time snapshot of capacity usage, SLA performances and highly granular data on application and user experience. So practically as of today, the SDN enhancements in telecom infrastructure and telecom apparatus networks have enabled some telecosters to accelerate and simplify provisioning of their own bandwidth and data center resources. But you see it from our experience, the next stage of evolution is that business customers now would like telecom apparatus to extend this virtualization of the network across their wide area network to deliver new and more attractive services at a lower price, obviously. And so this will force new business models of the option to reflect sort of a win-win situation of business customers, but still enabling the telecom industry to keep the pace and not move to chapter 11 in the challenge. Lots of challenges. That brings us to challenges. One of them is, and that was an excellent view of the different pieces of the network and how we are expecting more interaction, more of the data-driven kind of experience. And the telecom world, one of the big issues is the connectivity piece of connecting, particularly as from a service provider standpoint, you're not really extending your footprint everywhere on net, and that interconnectivity is really a challenge. Maybe, Bill, you may speak to that to some extent in terms of how that is changing or how the data analytics will help in that respect. Yeah, I mean, I think there's some opportunities there for analytics or the data that we can use to improve SLAs or drive new connection models. So, I mean, specifically when we're capturing this data, you know, the opportunity to improve, be able to predict, really, going to a prediction models of knowing the behaviors of certain interconnects and being able to mitigate that fairly rapidly is going to become more and more critical, right? So, I mean, really, the driving motivator here is improving the experience. And when people are buying telecom services, they're really looking for super high availability and performance, and those are guaranteed with various SLAs. So, by having, by taking all those metrics that you can start to build in algorithms that begin to let us know, you know, potentially partners that are at a higher risk, you know, when particularly you generally see trends around failures and around load saturation so that we begin to mitigate that ahead of time. Great, great. And that brings us to maybe, you know, talking about some of those connectivity issues. Andrew, with clients all over the world, are you seeing different, you know, kind of transition rates for your customers in different regions? Or is there any opportunities that you see on a geographic basis that are more diverse? From a client adoption perspective, you know, we're seeing a huge uptake in the client base in Asia, specifically. That entire region seems to be adopting the platform much more quickly than North America or Europe is.  What is SDN? I mean, at the end of the day, our clients, our financial services firms, they're not, I mean, some of them are technology firms, but a lot of them are traders. You know, they're trying to figure out how to trade efficiently on different marketplaces. So there is definitely some fear in the adoption of a new platform. And there are a lot of questions, but there certainly are a lot of benefits to the platform. And, you know, from a regional perspective, we're seeing less, I guess, less fear as it relates to adoption of the platform from our Asia-Pacific customers. I just wanted to touch on something Bill said before, which is, you know, predictability and, you know, building a predictive network as well. And I think that's one of the key elements that just needs to just be re-emphasized because that is one of the huge benefits for our clients as it relates to them being able to adopt this service and having software to be able to create those predictive analytics so that we can create a more efficient, more effective network that is as scalable as a network should be to react to what Zeve said before, which is the application, which is going to be ultimately driving those network decisions. So, yeah, sorry, I'm just digressing a little, but I just wanted to touch on those points to re-emphasize a little. I think that's an excellent point because, clearly, predictability and performance are key for all of this, too. The work would be successful. That is one of the major goals. So, when we talk about challenges, let's you talk a little bit about that, so there's the challenges going ahead, what's required, what's going to be the focus of what people have to deal with in this transformation? What would you say is kind of the top thing there? You know, for the telecom market, the biggest obstacle is to complete end-to-end service concepts and do it in de facto technology and industry standards. This includes network provisioning, data center resources, application management, user portals that should complete the change of the ordering model and align with cloud business concepts. Let's not forget, also, the telecom environment is typically more conservative and usually telecom builds everything twice for very high SLA as mentioned previously. And I even allow myself to use a specific quote that was said by a century-linked CTO, Amir Hussain, and he said, we need to transform from telephone company to an IT-based service company, which is really mindset shift from the old style of telecoms and think more software. Now, the other side of the story is that the biggest meat of SDN is that it's one size fits all, but this is a longer transformation with processes and there are no shortcuts. And in fact, virtualization in data center is mature. I think the use cases we discussed previously based on Bill and Andrew are unknown, but the existing telecom, weather and networking and internal IT are completely different in terms of technical requirements, adoption process. So challenges for mass market implementation still focused on requirements that tend to be the silver bullets of such radical transformation process. Just if we look at the modern OSS that's supposed to happen with the shift that's supposed to happen in standard APIs for automation and abstraction of the network, this is still evolving stage. Some companies, some telecoms, they're already in more advanced mode and we heard a lot about AT&T domain to the toe project, but many others are still doing wall-garden, multi-domain environment use cases and analysis. If we look at this stage, more IT transformation and cultural mindset will need to change because it's really knowledge, learning and corporate strategy that's supposed to happen. Bill, you have anything to add? You've made a really, really good point. I think one of the major challenges are going to be for most companies is going to be the cultural, right? Getting, there's organizational changes, the procedural changes that are going to have to take place. And as you pointed out, kind of end-to-end, that's impacting a lot of desperate systems. So here, we're kind of really making this mind-shift change where we're talking about kind of federation of internal platforms making that shift to DevOps and this highly integrated data model that now we're having systems and machines make decisions that was really the domain of humans. And that's a huge shift. And so there's a trust layer that needs to happen. And we'll see that come in with vendors where they're going to be having this integrated, kind of smart systems. But in these large heterogeneous environments, we can't really rely on a single vendor to provide kind of those smart solutions. So we need to look at it holistically. And so I think individual companies will need to build up, their capabilities and kind of this data science in order to allow for this transformation to happen. And that really requires that platforms are put in place, not only kind of these automated SDN, but really understanding what big data platforms look like and what they can do. It's not trivial. And you have to put in the time. I mean, we look at large web firms. They've invested almost a decade into this. And they're doing very, very interesting things now. So this is not something that you can necessarily buy completely off the shelf. You're going to have to make that investment in your organization as well as in, you know, the knowledge within your company so that they can begin to evolve in the development of the algorithms to make the smart systems and smart networks. Right. And I can, I would say that that is clearly one of the things that we see from tracking of this development and to move to SDN. Platforms and it's not just a technology issue. And clearly it is a challenge. It's going to be bought off the shelf and it does take time. But there is the other corporate kind of cultural issue, the commitment and people.  So there's a lot of aspects that are yet to be achieved.  From your customer standpoint, what are the challenges that you see for providing services to customers or from the customers from what they're telling you about challenges in moving ahead? I mean really the biggest challenge has just been, has been the risks of, you know, fear of the unknown. I mean, the customers are happy to get on to a service that is more secure, that is more scalable, that has, you know, better availability as a result of the predictive analytics that we're putting out, that we're utilizing. And they're, frankly, they're happy to migrate away from legacy extranet services and, you know, things like MPLS and get on to a smarter infrastructure. I think it's, you know, fear of going on to a new platform especially from a financial services perspective where they're unaware of kind of what they're getting into is always a little scary. But, you know, for Zeve's comment and Bill's comment, you know, there are no shortcuts to building a network like this. And as long as you don't take any shortcuts and you hire the right people that have the right skills and you go through the correct processes of building the correct inventories and knowing what you have and doing it the right way, then you can overcome the, you know, the objections that any clients will have. And we have a lot of clients that are already using this platform very happily and very successfully. So while there are challenges, they're not overcomeable. Well, that interacts up, Jamie. I'm going to turn that back to you, but thank you for a great insight from our panel. And thank you, Rosemary, for moderating our roundtable on SDN and big data. Thanks also, as Rosemary just said, to our esteemed panelists, Bill O'Brien of CenturyLink, Zeve Dre, MRV, Andrew Kisminsky of Perseus. Thanks for your thoughtful insights on the SDN challenges and opportunities that lay before us. Thank you audience for joining us. If you want to see this and other monthly virtual roundtables on demand, plus the calendar for upcoming roundtables, both virtually and at Telecom Exchange, go ahead and check out jamescato.com and vtelecomexchange.com. And if you'd like your C-level featured here next time, go ahead and email us pr at jamescato.com. Thank you everyone for tuning in to JSA TV, the newsroom for tech and telecom professionals, and JSA Radio, your voice for tech and telecom on iHeart Radio. Until next time, happy networking.


And in today's webinar, we're going to be talking all about law and law analysis. And joining us to do just that is Molly McArthur. Hi Molly. Hi, thanks for having me here today. Thank you so much for joining us. I know you've got PowerPoint and I know you've got a presentation to give. So I'm going to hand over to you and let you tell us all about analysis. Brilliant, thanks so much. Okay, so yesterday I'm going to be talking to you about data and analysis in marketing and what that's so important. And sometimes when you hear data analysis, it can sound like one of the less exciting parts of marketing. I know you've been hearing all about social media this week and data analysis can sometimes seem a bit boring, but understanding the analysis and being able to interpret that really can help you get ahead in your career. And I'll explain a little bit how it can do that later on in the slides. So just quick overview of what I'm going to go through today. I'm going to talk, quickly introduce myself and I'm going to talk about marketing friendships. And because that's the route that I took into marketing. We know that a lot of you have been asking questions about marketing apprenticeships over the last couple of weeks. So we'll cover that. And then we'll go into why is analysis important? What will you use it for? What is meant by return on investment and how do you measure that? And what analysis tools might you use once you get into marketing? I'll talk to you about a few free tools that you can use after this to get ahead and find out more about those. And then the last point that I'll touch on is about how SCIM can help you in your career. So I'm Molly and I'm the Digital Marketing Manager at the Charter Institute of Marketing. All of my previous roles have been very social media focused. So I'm a Digital Marketing Manager, but I specialise in social media management. And at the Charter Institute of Marketing, the Digital Marketing Manager all comes everything from SEO and PPC social media and email marketing things like that. So quite a broad digital marketing role and analysis comes into every point of those email PPC SEO are paid and nonpaid advertising. Everything is analysed through our data analytics. I'm going to talk a little bit about that. So although I'm at the Charter Institute of Marketing now, I first started out my career at Legoland Windsor when I was 16. So that was my part-time job. And last I was at sixth form and doing my DCSEs. And although I was not one of these happy looking people in these suits here, I used to sit in one of these little blocks that you can see on screen selling tickets on my Saturdays and school holidays. But that was where I really found out how I learnt. I was finding that I was learning at a much faster pace about the world of work and things I wanted to know about at my part-time job at the weekend. And I was sat in the classroom. And that really made me when it came to deciding whether or not I would go to university. And that's really what made me look into apprenticeships. I knew that I needed to be out there. I needed to be experienced in things and interacting with people. And it really helped me to figure out how I learned. And so, yeah, I'll go on to talk a little bit more about apprenticeships now. So with a marketing apprenticeship, as some of you might already know, you sign up with a apprenticeship provider. And then they sometimes help you to find a job or work the other round. So you'll find a job and then you'll sign up to an apprenticeship scheme with a provider. And you'll spend, typically you'll spend five weeks in a work placement and then one week in a college or some sort of facility learning about marketing along with other people in your sort of situation new to marketing and other apprentices and things like that. Which can be really helpful. Actually, I know a lot of the appeal of university has experienced how great that is, which is quite just wonderful. But you sort of get to experience that a little bit with the apprenticeship route as well you get to work alongside and build connections with people that you will stay connected with throughout your career. So it's all starting from a similar sort of point brand new to the marketing world. And then you sort of progress together, which is really nice to see. You do form like a tight knit community with other apprentices that you join your course with, which is great. Another sort of a couple of benefits of marketing apprenticeships is earning while you learn, which is great. You get a recognised qualification at the end of it. And as I was saying before, you gain work experience on the job. You can sit in a classroom as often as maybe you would in the other routes into marketing and improve your employability. All routes into marketing are really, really valuable. It really just comes down to looking at how you learn. And there are so many tools online now that you can look at to assess the way that you learn how you best interpret different things. So I definitely recommend sort of checking those out if you're considering an apprenticeship route into marketing. It's definitely worth sort of looking at your learning styles and figuring out if that's what's right for you.  There's none that are better than the other that will open up more opportunities than the other, all really, really valuable. And one thing I would say is that you don't have to stick to one route.  So if you wanted to go to the work placement and then later down the line you decide I'd like to join on to an apprenticeship. You can absolutely do that. Or if you want to join university and do a degree later in your career, once you're sure that marketing is what you want to do, you can do that as well. So all the options are open. So now I'm going to talk about why analysis is important. So in marketing, more often than not, you've got a large budget and you need to justify why you're spending it where you are. So for example, if we'd trialled putting £100 on TikTok advertising last month and we wanted to really up our spend because we were seeing it was working, we'd really need to pull together different data points from lots of different places to justify that spend. So similar to if you were trying to convince your parents to let you have a dog, you'd sort of build a business case as to why having a dog is really going to benefit your family and you and you'd pull things together. So similar when you're in a work environment and you're trying to build a case, you've got an idea and you really want to make something happen. Working with data can really back up your argument. So in marketing there's lots of people with lots of expertise but if you're the one that brings the data and the facts, it's really useful to back up your points. You can't argue with the data that's really useful to have. So things that it's useful is digital auditing. So you might want to know how your website's performing. So you'd look at things like the user journey, are people coming to the website and bouncing straight off or are they going through to buy your products? And then that analyzes the data to find that out. You'd use it to plan and optimize campaigns. So looking through data you can really quickly find out if all your leads coming through from Facebook or they all coming through from Instagram or your email advertising but you sort of don't know that until you look at the data. And it can tell, the data can tell really interesting stories about your audience and I'm sure you're all aware of the scary amounts of detail and the data that companies can get on you at the moment but there's lots changing with that at the moment with third party data laws and things coming in, lots of changes there. But things like down to where you live and average household salaries and your interests and other browsing behavior digital marketers at the moment have access to a lot of that so scary amounts of detail. And that's how you get those ads on Instagram or TikTok because they feel like they've read your mind when they pop up you've just been speaking about it and magically it's there but they're just very clever at pointing different bits of data and piecing it together and painting a picture about you and figuring out what you're interested in. So yeah, that's the main sort of areas on analytics and so if you've got a marketing campaign, typically marketing campaigns, they can run from two weeks to a year long. It depends on the sort of company that you work for but you would typically sort of temperature check a couple of weeks in to see how things are going. Is the campaign achieving the KPIs that you've set out so typically at the beginning of every campaign you'll say you're paying any budget or resource towards the campaign you want to know how many conversions, how many people are going to buy your product or service of the back of that. Convergence can also be things like signing up to a newsletter and so you'll have KPIs, you'll have set numbers of things that you need to achieve for each of your campaigns and you'll check in to make sure you're in line with that and usually that's the trajectory of analytics. It's sort of like when you're at school you wouldn't get to the end of 15 years of schooling and then decide to do a test to see if you've achieved what you wanted to achieve. There's sort of different pinpoints throughout your schooling life that you sort of check to see if you're on track very similar with marketing campaigns and businesses you regularly check in to see how things are going and that you're not blowing all of your budget on the wrong advertising channel. So then onto what is meant by return on investment. So return on investment is calculated by attracting the initial value so whatever you put into a campaign versus what you're gaining back from that. So if we spent £100 on a training campaign but we made £200, we had to subtract £100 or £200 to figure out what overall that had made us and looking at the ultimately every business wants to make money and that's what each campaign comes down to so where we can look at different sorts of insights and engagements with various different analytics ultimately what it comes down to is the return on investment and how much value it's adding to businesses so that's how that's calculated and what we typically report on. So the tools that you can use to find out more about this sort of data most companies will use Google Analytics and with Google Analytics you can as I was saying before you can find out a huge amount of detail you can find out how many times some of these was a tutorial site so if you went on New Look website right now this is the sort of information if you can see here that they'd be seeing from you they'd be able to see how long you spent on the site how many different pages you viewed on the site they'd probably be able to get a good guess at your age roughly your location depending on the settings that you have they'd know exactly how much time you spent on any buttons that you clicked if you played a video or if you didn't if you downloaded something or if you entered a competition there's so many different data points that are collected on every single site that you visit that can then be seen in the background but as I said a lot of this is changing with data laws, privacy, policies and third party cookies but at the moment there's a crazy amount of data so if you're interested in finding out more about Google Analytics if you just Google Google Analytics courses there are so many free courses online that you can join that are really good and it just gives you the opportunity to sort of get in and play around with the different things manipulate the data in lots of different ways which is really useful, I think the best way to learn about data analytics is just jumping in and getting started so you can watch a lot of different videos on YouTube and things about how people pull different bits of data from Google Analytics but I think the best approach is typically just setting up an account or joining one of these free courses and you can play around with them learn very, very quickly through there and then on to how Consim help you so I'm not sure how much you've heard about CIM so far in your talk for the last couple of weeks but CIM is a not-for-profit organization where you can only get you to buy anything or anything right now we are genuinely here to help marketers out with their careers and support marketers through their personal development from getting into marketing right at the beginning to right through to retirement so we have lots and lots of free resources if you head to the CIM website you will see a get into marketing page which will really help if you're in that sort of space where you're still trying to figure out if you should get into marketing or not or which sort of route you should take that's a really helpful web page to go to it talks you through the steps that you take to go about getting into marketing there are so many free resources on our website it's like webinars, blogs, articles we also have a CIM marketing podcast which is available in all the sort of typical places that you can go and listen to and hear from lots of marketers about their careers and their experiences in marketing and it's sort of really valuable if you're in that space of trying to decide if marketing is for you I definitely recommend going and checking out that podcast and looking through our content hub on our site and all of our different resources that are available there and then sort of as you start to get into marketing and progress through your career we have different training courses we have hundreds of different training courses on different topics marketing has so many different specialisms you could go as broad as just things of general market or you could be a PPC specialist or an SCA specialist so you can really fill down into lots of different areas so we have training courses that cover a whole range of those which we'll also find on our site and then we have our qualifications so if you were looking to get into marketing through finding an employer and then progressing your education through that you could look into our professional qualifications which range from level 3 right through to level 7 and then with our professional qualifications if you decide to go to university and do a degree many universities with their marketing degrees will be sim accredited so if you're looking looking out for a degree make sure and you pick one that's sim accredited and then what that means is that when you finish your degree you've nearly also completed a CIM qualification which is really sought after by employers when you're looking for a new job once you've finished university so instead of having to complete three modules over a 12 month period you either have to complete one or two modules to complete your CIM qualification so it's definitely one to look out for as a CIM accredited degree and most of the universities in the UK will ask an accredited but there's a list on our website under graduate sim accredited degree page that you can check if your university is and then coming to the end of the presentation if you would like to sort of keep up to date with what we are doing everything's happening in the marketing industry you can follow us on Instagram so it's sim, municipal marketing we will soon have someone that completed this virtual work experience at the beginning of this year and we'll be doing a live Q&A soon on our Instagram feed so it's definitely worth going over and following us and checking that out and we'll have lots of sort of content on there coming up about getting into marketing so do feel free to head over there and give us a follow well thank you so much Molly for such a wonderful insight into the world data and analytics and of course marketing as well and actually we've got a few questions coming through in fact the first would be and I think it's the most asked question throughout these sorts of chats because I know you said there were different routes i.e. the apprenticeship or university what sort of subjects are required to go into marketing if any and what sort of grades are we talking it's so it depends what route you're going to take I think so many different subjects the university has helped you get into marketing if you wanted to do English or psychology so many different ones you could or even a more creative degree you could apply that to marketing so many different specialisms within our marketing department we have a whole creative team of graphic designers video editors and you have right through to more technical people that look at the data and analytics and then the social media and writers so there are so many different topics that you could take if you wanted to do a business degree I think that's also particularly would be a particularly good one because that sort of gives you the broader topic and then often there are modules that focus on marketing within that so I'd say it's really quite boring in terms of grades that you would need to get if you're looking to sort of get into a good apprenticeship scheme you can go in straight from GCSE level so as long as you have got your maths and English GCSE some it varies between the different programs but you can get into an apprenticeship programme of maths and English of GCSE but typically I think they ask for about five and it also depends on your employer so you're not just trying to impress your apprenticeship provider you need to get employed so it's still very important to focus on your grades so that you can find employment to then get into an apprenticeship or if you're finding employment and then taking on a professional qualification Thank you Molly and we've had a question here I know you touched on your sort of part-time job in Legoland someone's actually asked what part-time weekend job would you recommend for sixth formers who are looking to go into a future of marketing I really think that when you're sort of at the age where you're in sixth form any sort of job where you're interacting with other people and working as part of a team or interacting with customers and it's really really going to help you in your career whether you decide to go into marketing or not because it just gives you a much broader view of the world and of how things work and of how people interact with each other in the workplace which I think is sort of an underestimated skill before I started my first job at Legoland I had no idea what it was like in a working environment and what people did in offices and any exposure I wouldn't say there was a particular area that is going to, and if you know what you could do there are, you can sort of along the side you're getting a part-time job you could sort of look at maybe starting either blog or social media channels that sort of relate to your area of interest that will help sort of build up your skills in marketing but yeah I think any job really will help you Thanks Molly and what would you say then is more valued by employers, apprenticeships or university degrees I think over the last few years that's really shifting I think maybe 10 years ago all the employers were looking for a university degree and sometimes you have to admit you will see that now you'll still see some of the bigger employers that will put as a requirement on their job specs that they would like you to have a university degree often if you actually apply for the job then what really matters to them is that you have the skills and the experience although it's sometimes a requirement on some of these places it's not actually necessarily but most places are really open now to professional qualifications CIM qualification is the second most sought after for candidates in marketing but yeah I think I wouldn't say that you could pick one over the other I think they're both really really valuable Thanks Molly and what would you say one could do now in order to prepare them within marketing I think it kind of depends on the area of marketing that you'd like to go into if you are more interested in the graphic design side I would get really familiar with all the sorts of graphic design tools and maybe offer charity some volunteering there to see if you can help them out and build up your portfolio to showcase when you're ready to then go into employment that you sort of have a bit of a background in it and you've been very proactive even things like staying on top of the news in that industry so just checking the indication of things that are sort of happening in that area like if you were more interested in the technical side and the data analytics and marketing you might sort of keep up to date with the current changes to third party data and things like that you'd keep checking in if you're more interested in the social media side I would absolutely start a page of whatever your preferred channel is of something that you're interested in it doesn't have to be about marketing I think any employers if you're looking to get into a marketing role if you've managed to build up a following or an audience of something that you're interested in if it's about cars or dogs or crafts whatever it is if you're building a community of engaged followers it's going to be really valuable to them and their business so starting up your own blog, website or social media page will be really valuable Thanks Molly and we've had a question here saying you mentioned SEO earlier they've asked what is that exactly and why is it important for businesses Good question so SEO means search engine optimisation so when you're on Google and you're searching for a new iPhone or a absolutely anything the websites that appear and the order that they appear in are based on a ranking so if that website is optimised towards search term, if that website had a lot of search terms that related to what you were searching for that's what would pull it up front and it would appear first on your search whether it's on Google or wherever and that's so important to businesses because if your SEO ranking is really low and you're not appearing on the first three results on Google you're almost invisible online and it's really really hard to be seen and so many people are searching, there's millions of searches every minute on Google so it's really important that you're all appearing in the right place for the life of the person it's like if you were searching for something now you're not going to go to the third or fourth page of Google to find something and making sure that your site is optimised for SEO is so important and that can be quite a tricky task to keep on top of that because things have changed all of the time in the digital marketing space what Google are looking for and things change all the time so it's quite a specialist area of marketing but there are so many different areas to look at in the digital and what would you say is your favourite thing about working within the marketing sector I think my favourite thing about working is that your ability to have creative control you can really identify what needs to happen to improve things and run with it so particularly as I work in social media it's looking at things like how to reach on social media what rules and trending things can we get involved with what's happening to boost our own profile and our own social media following things so I think just the endless opportunities and the really fast pace of it things change all the time it's like a couple of years ago marketers wouldn't have looked twice at TikTok but now it's like the biggest thing and trying to get on board with it so the creativity of it, how the data and insights play into it and the fast pace of it I think is one of my favourite things about it Thanks Molly and I think the final question that we have here is how did you actually get your job at CIM? I got my job at CIM I'd already been in marketing for a few years so I started out my marketing career as an apprentice and that was for a small local business where I live and that was quite a good picking a small local company was really good actually because I got exposure to every aspect of the business I'd be running their social media and their website but then I'd sometimes also be organising their deliveries and things like that so I got a really wide exposure to a lot of different things and then I went on to work for a global business or a global lighting company that gave me even more exposure to it because marketing to people in the UK versus marketing to people in Japan or Australia is so different more than you initially think so it's really good to have a range of different employers that you work for to get a feel for how different audiences vary and then so after I'd worked and did my friendships and that's when I got a digital marketing executive role with CIM and then went on to complete a freshman qualification with CIM and then progressed on to management then that's a brief summary of my career and how I got to where I am That was amazing thank you Molly and I think our final question that we have time for today is what is your top tip for small business owners in terms of marketing on Instagram good question so much, so much that I could say to that one I think for reach on Instagram you can be getting involved with Reels, trending topics posting through trending sounds Instagram Reels is so important for that and it'll give you a much wider reach than you'll get with feed posts but I would then use your feed posts to sort of engage and inform your audience around your product and then use your stories to really connect with them so if you're a small business owner sorry you might want to go on Instagram Stories and ask the audience like how many of you have purchased this product already and it could be the 50% of your following have already purchased your product and that's really going to influence the sort of content that you're pushing out there you might then push more about how to make the most of your product or why you need a new one or another one or the latest edition of it and then you can leverage those that 50% that have already purchased to convert the other 50% that haven't yet bought your product by asking them to drop in the comments what they thought of your latest product or you can ask them if you're thinking about bringing out a new product what do they think of it what do they think of your you're thinking about rebranding what do they think of these different colours and things like that and really as a small business I really engage and take as much insights as you can from your audience and don't be afraid to just ask them what it is that they want but yeah for reach for growing your small business I think posting consistently is so so important making sure you're showing up if you're committing to three posts a week or five posts a week just making sure you're showing up not dropping off for six months because it's so easy to do but you're just not dropping off when things get a little bit busy and making sure you're consistent that's that's the easiest way to grow for sure well thank you so much Molly for all of your answers there and for such a wonderful insight into the world of data and analytics and sharing your story as well and thank you as well to everyone who's asked wonderful questions I'm sorry if we didn't get time to answer yours but hopefully we reached a nice broad range there and I'm going to say a massive thank you to Molly again for taking time out of her very busy day to be with us thank you to all of you


Welcome back to the Hux stage this year on the remote Congress 3. We are here again to host you an amazing talk how proprietary IP and copyright models fail society and what we can do about it by Mario. He will be talking about some examples where IP or the current IP system failed us. And I think in general a lot of people would agree that not everyone is content with how IP works today. So I have nothing more to add to this and I give my voice over to Mario. Thank you very much. This has been a very kind introduction and I appreciate the support of the entire team and community and yeah I'm happy to give this talk here today. It's a question that really like concerns me for many years. More than 20 years since I started my journey in the open source and the free software and the open hardware community and yeah I have quite a few things to share. So but before I talk about all these problems that we see especially this year I want to talk about the positives my experience over many years how open systems can benefit society and people's lives. And I want to talk about what I experienced and where I connected to people first and because for me this is kind of proof that open systems can work and that they are ready to be the mainstream in society. So shortly about myself I'm working here in Berlin with my company Open Tech. I lived many years in Asia and usually I spent still a lot of time in Asia every year and actually I stayed there until April and when I came back at the beginning of the corona crisis then to Germany to be close to my parents and I love learning languages so I'm not only into tech I always had this excitement this kind of inspiration when I meet people from other countries and try to speak their languages and yeah that's what I really love. People don't believe it sometimes when they see my photo in the driver's license where I have long hair and I used to play in a rock band so that's also my life and yeah I believe in Open Tech as a solution for many of our global problems. So in 2006 for example I started a journey with the mesh network community here and I would like to share something that I did there that I hope to inspire others and it's a video which I want to show you a few seconds here to get you into the mood. So let me quickly switch to the video and yeah it's from Flo Fleißig and one video that I created at that time. I'm Florian and this is my new apartment. We just moved in and I don't have internet. Anyway I don't have it but in Berlin there are people who give away the internet and the best thing is that it still comes through the air and I'll show you how. Come with me. Here is my living room. Come in, come in. We look cool. And this is my computer. And it needs the internet. Where does it come from? First of all from a cable. And the cable goes through the ceiling. Come with me. I'll show you where it leads. This is my roof terrace. And from here I always get out of the roof. Come on, come on. From here you can look all over Berlin. There is the TV tower. But my internet doesn't come here. Look. Here comes my cable. And this goes into the top box. Down there. And then there is electricity. And then there is another cable. I'll show the entire video. But I want to give you an example of what I did. How I got into the community. How I got excited. For example for the free wireless mesh community. And I kind of forgot that it wasn't German. I was switching. But it's about a guy who gets the internet through wifi. He uses open source software. He uses networks. And as much as possible open things. And then creates a network. Participates in a network and so on. We make videos about Wikipedia and so on. So actually that was a pretty exciting time. Because it just seemed everything is possible. People were talking about blogging. Changing the media and so on. So looking back from 2020. It seems kind of like a utopian time. Where we thought so many things are possible. And then we had many events here. The visits of us. They happened like every two years at that time. And I was excited. So I went there. And one year I also got the chance to help with a press there. So I met a lot of the drivers of that time there. So for example like here in this slide we see a Volker Grasmurg. Who organized the visits of us. With a team and with a community. And some people we welcomed back then. Jimmy Wales. Laurence Lassig. And that was a really cool time. When all these people came from all over the world. And everything seemed possible. And we changed it. And at that time I also made a video with Laurence Lassig. And he said something very important for me. It is extraordinarily important. I have openness really in every layer of the network. The physical infrastructure needs to have open and free resources. The logical and the application needs to be open. And the content layer too has to be opened. These things work together to encourage a wide range of innovation. And creativity. This just sounded so cool to me. Everything just needs to be open. I believe in this until today. And I see that people around the world. And also I personally we have a lot of benefits through open things. So I finished universities then. And I wanted to do good. So I worked in some projects. For example here in Berlin. At the TU Berlin. Where we trained Afghans. And I also then had the chance to go to Afghanistan. With a position in the foreign ministry. They funded some training programs in Afghanistan. And I went there. And that was really cool. So I could help people in the university. We were training there. We were doing presentations, lectures and so on. In the university. Over a period of one year. And also worked with the Goethe Institute. Later on I met a guy who was crazy. Crazy way to think of it. He started his company in Afghanistan. And then he collaborated with all kinds of organization and projects. And at that time we got in contact with the one laptop per child project. And we ended up to distribute 10,000 old PCs. The XO laptops in Afghanistan. But not just distributing them. What we actually did is we set up networks there. So the kids could have access to knowledge from the internet. To Wikipedia. And we even like did all this. Like we installed a localized Wikipedia version on a computer. And so you didn't have to go all the way to the internet. The internet connection was bad. Right. Like you can imagine, for example in Jalalabad. It was really difficult to get a good internet connection. So we set up like a local server on an EPC at that time. And with like kind of stripped down version of Wikipedia. And then we had our local network there. So right. I mean, whatever we always talk about. We actually really tried to make it happen. And we did it. And there were so many more ideas at that time. I mean, for example, the Goethe Institute. I had proposed to them back in 2006. To make a content management system or a wiki or something like that. And collect educational materials. And I thought like maybe we could have one or two people at the Goethe Institute. Working on educational materials instead of like selling books to kids. And you know, all this thing where you have to like distribute books around the world and so on. Like we can do so much and why not start with the German Institute. Unfortunately already 2006, there wasn't any positive feedback. They said, oh, that's really nice. They wanted to hire me right away as for their development team to take care of their website. But actually I was always interested in creating open knowledge. And yeah, unfortunately, until today, we still have the problem. The digital divide is here right now in Germany. And yeah, it's still not there. So unfortunately no progress when I first proposed that 2006 to the Goethe Institute. So I stayed longer in Asia and later on I went to Singapore then to Vietnam. And I started a company in Vietnam. We did kind of Linux systems for the Swiss post. And so that was nice, right? I mean, you could earn income with open source. Fantastic. And we had this idea to connect with the global community. There was always this feeling that we are a bit disconnected. Yeah, I mean, we're in Asia. We see all these things happening online. And somehow we don't meet these developers that we usually meet at conferences, for example, in Europe. So we thought we are in Asia and it's not just me. I'm talking about we because of course you're always embedded. You always meet friends, developers, designers, a lot of community people. So we thought like let's make an event in Asia and here in Vietnam. And we love FOSS and let's call it a FOSS Asia then because we are in Asia. And yeah, over the years we developed different activities on different streams here. FOSSAsia.org where we of course then develop software and hardware.  You have cool ideas. But it's not that you only talk about it. You actually do it. You open a GitHub repository, for example, and then create a project and some projects move forward and become real and people use it. So one of these projects, for example, is eventj.com that we use to organize our open source events. And then like we also connect developers, for example, through programs like Codeheed. So happy to see you guys there checking it out and it would be great to see on one of these platforms. And here are a few pictures of people who are contributing and we always have big numbers, right? But like it's not just big numbers, of course, like people come and go. A lot of people register. But like then they come back. Some people continuously work over a long time. So maybe you see some familiar faces here from other events. These are a few of the contributors in the FOSSAsia community. So we have a lot of merge pull requests. There are 5,000 developers registered, as I said, big numbers. You know, some people stay, some people go. It's always come and go, but we have a lot of activity going on. We have hackathons and we have a lot of coding programs. So back to 2009, then we started to organize events here with the help of the GNOME community. We hosted GNOME Asia. We started development and that's what I say like openness and open systems. They really bring together people to share knowledge and to build a better world. And we continued over many years here. For example, FOSSAsia Summit 2011, where we had many depth cons. So we were very happy to welcome Debian developers from all over the world. That was really nice. And we moved to different places. For example, Plompen in 2014, where we were at Norton University. People again came from many different places. So that was really inspiring. And not just summits and events here. Also we have coding contests. And here, for example, there's an information event about coding, about code heat in India. So it's not just us. People actually started to make their own events without our help. So that was really lovely to see here in India. And yeah, so then I thought like, okay, all this free and open source, it's working. We have the software, we have people working on hardware. How about open architecture? And it happened that like I was in Vietnam and we had a small patch of land. And we had planned to build a house. And then we said, why not build something really nice, like a slightly bigger. We can also welcome people from the community that we can say we built an open source business here. And we decided to build an open source hotel. So basically a hotel that uses as much as possible open source tools and software. And also a hotel that should have like follow the idea of ecology. So we put on top of the house, for example, water solar panels that are known to be really efficient. So the entire building is like uses hot water through solar panels, for example. And of course we use a Linux system where people can go into the Internet. We use OpenWRT for our network and so on, whatever is possible. Unfortunately, it's not entirely possible because in Vietnam it's also like guests are usually supervised by the police. So the police demands that you install an app on the hotel computer and where you submit every evening, which guests are in the hotel. So that one is the only laptop that runs with windows there in the building. Yeah, and that was cool. And then I thought like, but like what's happening in Germany. So I went to Germany and I met a lot of people who were working on knitting. Yeah, knitting. So and then there were people who are interested in fashion and technology. And we thought like, why not bring these people together? And there was also there was also a time where some disasters happened, for example, in Bangladesh. So we had the there was a building that crashed down. A lot of people died there and so on. So basically that was big in the news. And then there was big in the news that the textile industry harms the environment like in many different ways, especially in those emerging countries. So we thought, what could we do about it? And the TU Berlin and Melanie and a few friends here, they said, let's make it happen. Let's let's make an event happen where we bring some people together. And I would like to share another video here with you to give you some impressions from that time. For the health sector it is very interesting, because here you can see how different parameters work. So you can take off the heartbeat, you can draw blood pressure and so on, and transfer it directly via VLAN. The goal of Meshcon is to increase the number of digital applications in the world. So that was 2014. And again, you might say, well, yeah, it's the same topics that we hear today. I mean, like that's like six years later, right? It's a environment friendly environment, right? Environmental friendly environment, right? So that's why we're here today. So we're here today. So that's why we're here today. So that's why we're here today. So that's why we're here today. It's an environment friendly environment, right? Environmental friendly textile industry. What can we do with technologies to improve the situation here? And yeah, like this is something that we can do with free and open source hardware. And then we had the CCC event again at that year. And then Hong Fuk presented her like talk about textile machines. And there was this vision of an open textile production line. That's a huge thing. And we thought like, let's make a revolution for the textile and garment industry. The system is broken. So already 2014 and onwards, like we already knew that the system is broken. And it's just the same situation as today. And there is a video. I think I don't have so much time to show this, but we have our friends from the Hacker Space in Munich and different ones. Like in this video, I recommend you to have a look online after this session. And the links and slides here will be provided. But it's really amazing what they do. And it shows that like textile production, local production is possible with free and open tools. We just need to develop them into the right direction. And of course it takes a lot of resources. So that was one cool thing. And then we continue our first Asia events. Of course here in Plum Pan, for example, we had Praveen Praveen was from India. And he's a physics teacher there. And he introduced to us the idea of a pocket science lab and that he could use for himself to teach to students. So we started that project and it's unbelievable what we have now achieved in 2020. We now have a small science lab here. You can find more information on pslab.io and this science lab is completely open. Here you see the board. So you can connect it, for example, to a computer. You can connect it to a smartphone and you can start to do experiments. There's a lot more work to do, but we have already achieved versions that people all over the world can use. And yeah, even you can connect small robots and learn about this. So that's really cool. This is again a positive vision. And we produce this in China. Of course, I always say local production, but we do what is possible. Of course, with FOSS Asia we have a lot of connections across Asia. So here we actually got the knowledge to do this. We started a small company that facilitated the production. So that's all possible. And then of course it's about education. Here we see how people like go around in different places. For example, in Hacker Space, Maker Faire in Singapore and so on and do this. And then another thing that we did. I already mentioned eventier.com. We now integrated jitsi and big blue button. It's again a positive example how you can collaborate in the open community. They are like completely different projects. We don't even know always the developers, but we can find their projects online and we can build amazing solutions. So of course, like always the chaos computer congress here. And this is the place where contributors here from Europe, but also like from Asia come together. Unfortunately, this year it's not possible, but we're really looking forward to hang out again with you guys. So hello here from Berlin, where I'm right now at the moment to everyone. So this is a great place to meet. So we see amazing things are possible and I could give you more examples from my own life. Like free and open source technologies and knowledge and all these things are possible and they can be an example. But fast forward to today. What are the news that we are seeing? We are seeing information about how proprietary IP and copyright mortals fail society every day. And let me go through a few news here. So for example, here already in March, everything is missing. That was reported on Süddeutsche.de, right? So like it was reported that we don't even have like the simplest masks everywhere. And I have to say now it is end of December 10 months later and is still like my father went to the pharmacy. He's 85 years and what happened? They don't have masks. So this is something simple. We are living in a high tech country here in Germany, but we don't have masks and even the masks that we have. I mean like if I would think like 10 months have passed, what high quality, high tech masks could we have possibly now if we bring all our knowledge together. But it is a market focused economy here and market focused society that we have a lack to even imagine something that could work with a power of community. And I was very pleased to see here our friends from Potsdam and Brandenburg here giving a talk at the CCC about how they took action and produced masks themselves. And it's unbelievable how actually we rely on citizens to take the initiative where we have like so much money in the economy and businesses and in the government. I mean like we really need to do and change something here. But this is just like one example and I want to move forward. Then just a few days ago, I read this year, our health minister, they have the right to, we have patents, right? Like patents, people do research and they develop like some kind of formula. They develop a process and so a lot of companies use patents to ensure they can earn money with this. But what happens if there is a war or if there is a huge crisis like now the pandemic, the government is allowed to stop this. The government is permitted to take the patents and say they are invalid for example for some time and they can use for example their power here to produce more vaccinations, right? But how long do we have to wait until vaccination is available for everyone? I mean six months, one year and then is it available for everyone around the world? I mean right now the vaccination, like it's a business, right? And the companies that create the vaccination, they don't have any interest commercially to quickly vaccinate everyone. I mean right, you can read about it on the internet everywhere. I'm not going into detail here. There was also a talk about patents here at the CCC. So this is another bad example how we fail society because of our policies. There was also this example in the corona crisis where some media reported that actually a company tried to stop makers here in Milano in Italy. These makers had produced spare parts for ventilators and they were really running out of ventilators and that was a big problem. This company of course didn't want to help and they couldn't provide design files to actually save lives. So this is just so sad that copyright and patents actually, you know, like you can only be in a loss of words when you think about it. It's like people die because of these kind of like, yeah, and we have this here, patents are dying. So there are initiatives that actually mention this and ask European governments to follow up. So then another example, like I have a lot of examples. I don't know if I have enough time in this talk, but now let's go to examples here. The pandemic amplifies trouble with restrictive licensing and text e-books.  You can find examples all around the world. And then we have the World Intellectual Property Organization here, WIPO. What are they doing? Copyright and COVID-19 has WIPO learned nothing from the pandemic are the news that we are reading here. So basically they don't want to change their policies. People don't have access here to education, to knowledge. Even the pandemic, they have to stay at home. It's just not possible to adjust the policies. Everything is just for copyright. WIPO missed opportunity to produce guidance on copyright exceptions, hits education during a pandemic. And here, for example, a quote from a spokesperson for African countries in light of the COVID-19 pandemic. Never before has the subject of copyright limitations and exceptions been more pertinent for educational and research purposes. It is just so clear. And here continues open source publications on health research are essential to the common human endeavor to find a solution to this global health challenge. Furthermore, children in developing countries have been denied online access to educational research material because of copyright restriction. This is just unbelievable. It is inhuman to learn about this. And yeah, why did it take so long before reading time arrived to distance learning copyright? Of course, it's a quote here of Mike Messnick that I found online. And he goes on how, like for example, teachers have to get permission to use reading materials online. And it is just silly. If you think what he says here, no one would ever expect that if you walked into a kindergarten classroom, a teacher would first need to get a permission to read aloud a book and be a state before reading that he or she had permission from the copyright holder. This is happening in kindergartens is just insane. So a lot more examples and I will switch a bit forward because I don't have too much time here for the entire thing. What else happened here this year? And the YouTube DL source repository went offline. The IIAA used the same law that stops farmers, creators and security researchers from modifying or repairing devices they bought and own from tractors and toasters to smart speakers and smartphones. And we could just go on. I think many of you remember what happened. They just took off a source repository. Basically without rights. And of course, my favorite here, Apple, Apple crushes one man repair shop in Norway Supreme Court after three year battle. Maybe some people are confused. I don't know who is listening. If you're listening from Germany, if you're listening from Australia or any other country, you could actually find similar news everywhere in the world where Apple prevents people from repairing their phones or from making any changes to their devices. And think about this in regards to the environment. Do you think this is good? If you can't repair your device and always have to buy something new, definitely not. The example like the EFF just referred to it in the same path here. Farmers fight John Deere over who gets to fix an $800,000 tractor. So basically John Deere is one of the biggest companies that create machinery, agricultural machinery. And they told the corporate office that farmers don't own their tractors because computer code snakes through the DNA of modern tractors. Farmers receive an implied license for the life of the vehicle to operate the vehicle. Okay. Again, copyright and intellectual property so called. And just like now, I don't know if people already had the chance to go through the Brexit treaty. What do we read now on the Brexit treaty? A party shall not require the transfer of or access to the source code of software owned by a natural or legal person of the other party. Basically, this means this is here a trade agreement. And in this trade agreement, we say if, for example, the EU or Germany, for example, demands that any software that we buy from Britain and if the software is, for example, security related or for our power grid or something like that, we are not permitted to ask a British supplier to open the source code to us. This is like how politicians continue here in this crisis. So it's all heading in the wrong direction. And these are just a few examples. We are living here in a market society, but the market is failing to solve the pandemic, the climate change and poverty around the world. This is just what we see here. And I want now some outcome here. I want demands. In my view, we are in a state of digital emergency to solve the problems of our planet from climate change to the pandemic and poverty. We need a new open digital deal for global collaboration. And this is what I showed to you before. I showed to you how from my own experience, I can collaborate and work together with people all around the world. I can meet them. We can create something new. We did create many things. And in my view, this is an example here that we should follow as a society. And that's why I have demands and here some key things that I think we need. So of course we need global knowledge sharing to solve our problems. We need open access to knowledge and information. We can't afford anymore to block access to our books and knowledge. And of course that also means open science. We shouldn't say open science because science is like by definition already open. But unfortunately it is not always. Often scientific sources are not released. And I think many people who are working in science and in university can talk a lot about this. So local production of course, of course it's not achievable from one moment to the other. But right now like we already saw how for example for some health equipment we are dependent on other regions of the world. It's very monopolized and centralized. And for the environment and for the benefit of a lot of people like locals who want to make income, we need a circular economy. So that is important. And of course like it's an ongoing topic and I know a lot of people in Asia and in other parts of the world who suffer because they don't have privacy. And privacy is a human rights but there are many human rights that are violated unfortunately all around the world. Well probably this list can be extended. These are a few key points that I see. All this is possible already today if we could leverage the advantage of open collaboration. We have a proof. I have a proof that FOS open hardware, open knowledge, open data works, openness works. And I want to leave you in a few moments with this list here that I created and my demands for new open digital deal for global collaboration. It's not sorted in a specific order. There are some thoughts. I think like if people are interested to contact me and work on this, I'm happy to extend and define this list. But here are a few points how we could achieve this new open digital deal. So we could for example declare the state of digital emergency. I think that is what we should do. Digital Nordstand in German. Like it's so apparent. It's on every corner and every school. These problems companies have these problems. It's just everywhere. And this demands a state of digital emergency. We need a new vision of openness everywhere.  But this state like is active on so many layers and so much money is handed out. Where is the building euro funder package to develop freely licensed open technologies on all layers by the European Union? And we need this now. And participatory making just needs to be everywhere. And make a space in every library and substantial tax benefits for open source businesses. Associations as well. It's not just businesses who improve society. It's associations. They're individuals. There are many different forms how you can benefit society and people around you. For example, I could imagine in Germany a Bundesstiftung open source and copyright should be defined as the right to copy. But right now it's the other way around. It doesn't make sense at all. So yeah, another idea. Priority for businesses, associations and individuals that provide benefits to society. I think I already mentioned that. And all this will help us with more resilience and the digital sovereignty. So we are not dependent on like, for example, China or like companies in the U.S. We don't know what they are doing. And we already experienced like what happened, for example, the last few years with Donald Trump. And yeah, so definitely we need to stop the colonization of Europe and the rest of the world by monopolistic platforms. I think you can imagine which platforms there are. And it's even very difficult to get out of these platforms. And unbelievably, they're hardly paying any tax here in Europe. So there are gatekeepers everywhere. Privacy is a human right. And I will leave you here with this list that you can also review afterwards. There is not so much time left, but I think you understand in which direction we need to head. And I demand that we do this right now. So this is my end slide and I'm open for a few questions. And I hope I can follow up with more of you. And there's a false Asia summit happening in March. We'll do it entirely online. And I would be happy to connect with you guys and with all our friends again there. So thank you very much for this talk. I'm moving back to the demands. I want to leave this as the final slide. We need openness on all layers. I'm really fed up after 20 years. I have this experience, but I don't see that we really, you know, like it must be all layers of society. We can't wait anymore. The climate change, pandemic, maybe it's not the last pandemic. We don't know all these things are happening. And I think we need to change this now. So thank you very much for giving me the opportunity here for this talk. And I don't know, do we still have time for a question? Well, we are a bit over time already. But I think I have three questions right here. And I think I'm just going to ask them. We still have some time before the next talk. So are you still active in the open internet scene or like Freifunk or like the thing you showed at the beginning? Yeah, I think right now I'm not like involved in the Freifunk community. But like, of course, like we all use it. I mean, you know, so it depends, define active, right? So definitely I'm supportive of the network community. And I think like it's on a lot of different layers. And I try to do my part to bring things forward. I think at the moment, my main focus personally is on open hardware, for example, the pocket science lab. And I'm also trying to support people who want to run events with free and open source software. Only I even see a lot of events that, you know, like free and open source operating systems, but they use closed source platforms. And I want to help everyone to move to an open layer. And I think the wireless mesh community, Freifunk and so on, they have been very successful already. And in my view, we need companies because like we are in a capitalistic society. So if we try to do too many things at once, yeah, it's difficult. It's very difficult. So I'm focusing on more narrow things personally, but as I show here in the demands, I think we can have a much wider achievement if we do this on different layers. For example, if we force the government to go into the copy left instead of the close strict copyright, you know, like so if we need to change the policies and like an association by itself doesn't have the same resources as for example, an entire state, and we need this open, free and open systems must become mainstream. Open infrastructure like infrastructure for everyone, what are your thoughts on Starlink? Or if there could be a way to make kind of Starlink open source, open hardware style? Starlink is... I didn't get enough. Starlink, what is it? Starlink is I think from Elon Musk company trying to get internet into all the remotest places via satellite mesh network. Sorry. Yeah, Starlink, absolutely. So this is the very good initiative. Of course, Elon Musk, even though I found many times that he's a supporter of free and open source, he's just one figure and he depends on venture capital. It's not like that he has all the money and does it. He has a lot of partners, they venture capital and their limits to venture capital. They want to make money. Their main priority is to make money. While my main priority is like to do good for society. So I'm definitely happy to earn money, to have nice glass of wine and so on. But right there, there are limits to this. So I want society to benefit as a whole. And if we could have Starlink, for example, to run and tie with open source and follow an open approach, I would be very happy. We are a bit short on time now. Are you more in the organization part of FOSS Asia or are you more focused on single projects? Okay, so I think it is both. And like honestly, like FOSS Asia sometimes seems like a huge organization. Like people say, oh, so many people subscribe and this and that and we do events and people ask how can we also become like that and so on. Actually, we don't do this to become a huge organization. Of course, like we invite everyone to star repositories to invite us to come to events and so on. But it's not like for the benefit of like having a lot of stars or something or having a lot of members. Our goal is to bring people together and also to like, I think it's much better if they write on their GitHub profile and I'm a member of a FOSS community. Then if they say, I'm a Microsoft university student or something like that. So a lot of the things that we do somehow scale because of this community effort and one person tells the other. So even though it might sometimes look big, we are actually relatively small. I have to admit and I try to support on every different layer. But so my personal focus changes over time. So right now I have a strong focus on enabling people to do online events. And I believe that in many parts of the world, the virus situation will continue the way it is now, unfortunately. And so we need a solution to connect to these people and we should do this with free and open source. No more questions came in as for now. So I'm just going to say from our side, this talk is over.  I only would like to say thank you very much to the team. It has been an absolute pleasure and how you helped to make everything happen. And it's really nice to connect with you guys and I feel like I'm nearly like at the CCC myself. So and I follow everything. So I appreciate all your efforts and what you're doing. So keep it up and everyone out there. Let's get on board and let's add more demands to my demands and let's make them happen and bring them to politics and so on. Unfortunately, the pirate party is not like didn't progress in the way we would have all love to do it. But hopefully we can achieve this on in other ways. So please let's join efforts and make all this happen. A new open digital deal for global collaboration. So thank you very much.