Marc Mathieu is CMO (Chief Marketing Officer) of Samsung Electronics America, Inc. He has over 30 years of brand marketing experience in companies including Coca Cola.
Q: The popularity of immersive technology is accelerating. Thanks to smart phones, millions of people can experience new audio-visual technologies. According to Tractica's prediction, over the next three years, people will spend more than US$20 billion each on VR hardware and software. Your most crucial insight is that the new media will democratize content creation. Can you explain it?
When you think about the needs of a new generation of consumers and creators, they are closer to technology and tools than ever before. The production of video was once limited to the studio, which was costly and required the creator to be skilled in technology. But the smartphone-centric ecosystem has given more power to a new generation of people. In the future, we will be able to see more creations from grassroots. This is the democratization of technology.
Q: As a leader in consumer technology products and services, how do you see the role of Samsung?
In my opinion, our role is to help people acquire tools and technologies that did not exist before - break traditional barriers, create content, and even run a business. As we know, science and technology have changed the society, and people's daily life has undergone many changes compared with three or five years ago. I like to see the continuity of communication from a historical point of view. People first started with frescoes, then with texts, pictures and videos. For me, 3D and VR are the next stage.
Q: In one of our analyses last year, 87% of CMOs (Chief Marketing Officers) used user-centric design as an important method. You have experience in many new technology areas, such as IoT home, panoramic camera, VR... How can you help people find connection points in their tools with their own lives?
Most CMOs focus their marketing efforts more on the needs of a new generation of consumer groups because they need to make their products available. We have a promotional campaign with the theme "Do What You Can't". For us, this is to make people inspire their own inspiration and believe that their own ideas are correct.
Q: In addition to supporting independent creators, I also noticed that you have established some partnerships to advance the change of creative careers. For example, you and the New York Times, Fox, and others shot some panoramic videos last year.
Yes, there are some things that cannot be singled out. For example, in cooperation with The New York Times, our reporters who watched newsrooms started their work with pens and papers. The development of technology allowed them to start using pictures, audio and video. People will say that a picture is worth a thousand words. It is clear that the new media can help reporters better describe and transmit information. However, it should be noted that not all events and occasions are suitable for panoramic photography. For example, the New York Times filming New Year's Eve video can better convey the local mood at that time.
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