Forget Disruption: The Newest D Word Is ‘Dismantle’
New ways of connecting, including augmented and virtual reality, are part of the third “connected age.”
We are in the beginning of the third “connected age,” Rishad Tobaccawala, chief growth officer for Publicis Groupe, a French marketing and communications company, told the audience at Skift’s Global Forum in New York City on Sept. 19.
The first connected age began in 1995 with the web, and was built on search and e-commerce, exemplified by Amazon and Google. The second connected age, which was launched by mobile and social, saw the rise of platforms including Facebook, Twitter, and Instagram, which connected everybody to every- body all of the time, he said.
The third connected age — the age we are in — “will completely dismantle and rebuild every industry,” Tobaccawala said. It will be driven, he added, by four kinds of connections: data connecting to data, in deep learning and machine learning; data connecting things to things, which is the internet of things (IoT); faster connections including 5G; and new ways of connecting, including voice, augmented reality, and virtual reality.