Lisbon, the city of light, shone even brighter this week while it became the capital of innovation and digital world due to Web Summit 2018. According to Paddy Cosgrave, one of the event founders, “this will be our home for the next 10 years and during these days of November, Lisbon will be the capital of the World” so it looks like we will be hosting Web Summit until 2028.
Analytical tools that measure and analyze almost everything with the objective of knowing and better predicting users’ consumption habits, feed the Artificial Intelligence systems, offer the best “User Experience” to consumers, and achieve the highest level of “Engagement”. These were the main protagonists of the Web Summit. A total immersion in the digital transformation, without forgetting that for some people it is essential to promote these advances to everybody, so that the digital divide doesn’t become an abyss.
The president of Microsoft, Brad Smith, Netflix’s production director, Greg Peters, and the creator of the World Wide Web, Tim Berners-Lee, were some of the most well-known faces at the congress. Many of them shared a common viewpoint: the user is at the middle of the development and innovation strategies of all organizations, but there has also been an important call for commitment to a freer and more secure Internet, which protects users’ rights and puts an end to online abuse and manipulation.
The initiative “For the web”, launched by Tim Berners-Lee, marked the inaugural day of the summit, one of the largest technological meetings in the world, in which he appealed to governments, companies and individuals to join a “contract” to protect freedom and rights on the internet. “We need a new contract, a commitment with the Internet and clear responsibilities for those who have the power to improve it.” This is an initiative that comes just when it is estimated that nearly half of the world’s population is already connected, and to which more than 50 organizations, including Google and Facebook, have committed to joining.
With access to more than 1,200 speakers, 1,800 start-ups and more than 1,500 investors in the technology sector, 70,000 visitors were able to immerse themselves in the latest technological innovation aimed at all aspects of society: Health, Entertainment, Economy, Culture and Business. A full immersion included being able to hear the latest news form Netflix, get to know the Sophia Robot and ‘her’ ability to transmit or recognize emotions and get up to date with which cryptocurrency will be the next big thing.
From the point of view of communication and marketing, there is no doubt that the main Web Summit protagonists know how to promote and highlight the values of brands in the digital economy by creating links with the user. They also looked for ways to reach the interests of its consumers; develop new formulas to restore confidence after the scandals of data leaks and fakenews.