Alexey Fedorov, GSOM SPbU alumni and leader of the global brand strategy of Microsoft Stores, told about key technological trends and challenges

On November 23, 2017, the GSOM Family team gave the entire community of Business-school # 1 in Russia the opportunity to meet with the leader of the global brand strategy of Microsoft Stores, a GSOM SPbU graduate of 2011, Alexey Fedorov. Alexey spoke about key technological trends and challenges.



The whole event was consonant with the creativity of the speaker. Instead of a standard lecture, Alexey plunged the participants into his vision of the modern world, and then sent them into a fascinating discussion and business game. The game, dedicated to the theme of creating technological products, divided the guests into three teams. The engineering team created the product, the design team designed it, and the product marketing team made it ideal for a consumer.



Alexey Fedorov - leader of the global brand strategy of Microsoft Stores, graduate of GSOM SPbU'11. He is responsible for the global brand strategy of the retail channels of Microsoft. Since he graduated GSOM SPbU, has been engaged in product marketing, management and design for Microsoft. In the current role, Alexey leads the creation of a new user experience, brand and visual communications of the Microsoft Store on Windows, Xbox, and physical sales points.




It's dark times


The superiority of artificial intelligence, the insurrection of machines: they write about this a lot, they are beginning to be afraid of it. Alexey has dispelled fears - no sane company will produce a robot that can enslave a person. However, the technology has made a huge step forward in the past half a century.


Technology (Tech) - one of the fastest growing areas in the modern world. It develops according to the wave scenario of innovation, like the S-curve: first an idea, which seems to be insane, appears and starts growing slowly; Then there is a sharp take-off and an innovation begins to scale; after reaching this peak, it goes to the curve of slow dying.


This is what happens with computers. The same fate awaits the mobile industry, which has now grown to 5 billion devices.




First we fit the technology into our lives, and then they transform it


The development of the mobile industry has changed our lives, turning it into a life with a smartphone in our hands. Uber - changed the attitude to the transportation, Snapchat - to the camera. And many such examples transformed our world as a result.


While mobile technologies are slowly dying out, three processes are forming around us, all of which are watched with the interest. They, one way or another, will develop over the next 10 years.



1. Machine learning and artificial intelligence

This industry lives ups and downs. In the beginning, in the 90s, machines were trained on the basis of building expert models. People taught the machine, showing it a lot of pictures. Then we watched how it, with an error of 30%, determined the truth, looking through the images in memory. Now computers are getting data sets that teach them to analyze and recognize. This reduced the error to 7%. While the rules of the game on which such machines will be used are not clear, the potential is obvious.


2. Virtual and mixed reality - VR and MR

The industry, which is used not only for games, but also for training, and for medical purposes, is developing steadily. However, it takes a long time before VR and MR become the same everyday elements of life as mobile devices.


3. Autonomous cars

The ecological issue, alternative energy sources lead to the development of autonomous, unmanned vehicles. This process can lead to significant changes in our lives, creating many questions: what will happen to the world when an internal combustion engine is not needed? Where to take energy? How will the urban space change with the advent of an autonomous car.


Earlier, in his lecture at GSOM SPbU, Sergei Gorkov, chairman of Vnesheconombank, also noted that artificial intelligence, unmanned vehicles, virtual reality are opportunities for breaking the economy.



Technology with a human face


In his interview with GSOM Family, Alexey said: "We lack real, physical, personal experiences. Often we become lonelier, more alienated from the people who surround us. That's why now I see a certain trend towards rapprochement and real ties".


And in technology you can find a person. Technologies today are algorithms that are written by people. Those values, culture and empathy for the consumer, which is in us, is transmitted to our technological developments.









О технологиях и о том, как они создаются, рассказал лидер глобальной бренд-стратегии Microsoft Stores