Metamorphosis of IT Services

Linus Torlvalds created a family open source operating systems kernels in September 1991. These are similar to Unix, an operating system for multi-user computing. Linux soon gained popularity with computer programmers as it was open source. Programmers wanted to write programmes independent of closed operating systems such as Windows, iOS, Android.

Since 2004, Linux has been able to run on Windows-based Operating systems. It now also runs seamlessly on Macs and other hardware.

Linus Torlvalds created a programming language called Git some years ago to overcome the difficulties of making Linux and Windows compatible. Both Linux and Git allow for a great deal of collaboration among programmers.

Programmers would like to share the repositiories of computer code in Git. One such repository is GitHub, which was founded in 2008. It provides internet hosting for software development. The hub gathered millions of subscribers. Microsoft acquired it in 2018.

A competing firm was GitLab. It was founded as a fully remote company, with no HQ and no real estate. All employees across the world had enough access to information. GitLab has over 2000 web pages forming its handbook. This handbook defines how the company operates.

IT firms too are undergoing metamorphosis. Their platforms are being used for requisitioning and delivery of services. Software development cost is crashing as there are reusable code libraries, e.g. those available on GitHub and GitLab. Large amount of software development is done in open source.

There were contracts of buying and selling software. The contracting costs are coming down. Off-shore services are now de rigueur at most organisations.

In future, software services firms will act as platforms for buyers and sellers to collaborate. There could be offerings of Quality Control and the availability of programmer. It is akin to a marketplace model. The industry is likely to be disrupted by a player who provides most IT services. The repositories would come handy.

Virtual Metaverse

The next stage of internet development is metaverse. At present, interactions on internet happen on websites such as social media or on messenger apps. Metaverse will make these interactions multi-dimensional. Here the users will be able to immerse themselves in digital content, rather than simply viewing it.

Facebook would like to bring metaverse to life. It plans to hire technical manpower in European Union over the next five years. The catchment areas for the hire are Germany, France, Italy, Spain, Portland, the Netherlands, Poland and Ireland.

Metaverse will not be owned and operated by a single company. There is apprehension that a few big tech companies from Silicon Valley would monopolise the metaverse and would monetise the personal data.

Metaverse is a broad term. It refers to shared virtual environment access through internet. Essentially, it is digital space that is rendered life-like using VR/AR.

To some, a metaverse is gaming world. Here the users have a character that interacts with other players.

A specific type of metaverse will use blockchain technology. Here the users can buy virtual land and other digital assets. The medium to do so will be cryptocurrencies.

A fictional metaverse can be created by books and movies, which is used as a setting. In other words, it is alternative digital world as distinct from the physical world.

Mostly, today virtual spaces resemble a video game, rather than a real world setting.

Metaverse as an idea is attracting investors and companies. Even Microsoft is converging digital and physical worlds.

Musicians can hold virtual concerts in a metaverse.

The term was coined originally by sci-fi novelist Neal Stephenson to describe a virtual world people escape to from a dystopian, real world.

Facebook is planning to rebrand the company with a new name to reflect its focus on metaverse, maybe by October 28, 2021. It wants to be more than social media. Facebook is likely to become one of the products under a parent company just as Google is a product under parent company Alphabet.

Facebook is under scrutiny for the way it operates. A former employee Frances Haugen released a trove of internal documents to the Wall Street Journal, and testified about them before the Congress. Anti-trust-regulators are trying to break the company. A rebrand would focus the attention on its futuristic work. The new name is closely-guarded secret.

Smart Contracts

A software embedded in a blockchain that runs when predetermined conditions are met is the nature of a smart contract. It automates the execution of an agreement that eliminates the intervention of any third party. It also automates the workflow, stimulating the next action when conditions are met.

To make a smart contract , the contracting parties negotiate the terms of the contract. Later these are memorialised, either in part or in full. It becomes the smart contract code which is stored inside the blockchain.

The contract is performed — dependable transactions are made without the intervening intermediaries. It is a decentralised method. The code governs the performance of the contract. The transactions are trackable and reversible.

Smart contracts are vulnerable to hacking. They could be infected. There is audit of smart contracts to identify the risks. There are smart contract audit companies. In this audit, the code is examined and analysed. Its aim is to discover errors, issues and security risks in the code. Improvements are suggested. There are suggestions to fix the bugs and errors.

Changing Marketing/Advertising Scenario

Consumers expect higher level of service, fast deliveries, great discounts and cash backs. It tells upon marketing budgets. Direct-to-consumer (DTC) is picking up. Company values too are considered by the consumers while buying. Influencer marketing is being used increasingly. Advertising should feel less like advertising. It is to be acknowledged that advertising cannot fix a bad product. Advertising cannot make it a great product. Constant feedback informs the consumers all about the pros and cons of the product. Some brands tend to cling to advertising as a messiah. Consumers are fed up of excessive advertising. Brands will have to be more creative. Brands will have to merge with the stories.

Brand Purpose

One global survey reveals that almost 77 per cent brands in the world would not be missed if they disappear. (Havas Group). Brands try to avoid the league of this 77 per cent by taking efforts. Therefore, brands seek a meaningful role in consumers’ lives. That has led to the concept of Brand Purpose. Brands assume they are for topical causes. However, such assumption dents both the brand and the bottom line. Consumers are skeptical about brands associating with lofty pledges. However, really meaningful brands multiply both the actual sales and the buying intention (Havas). The concept of Brand Purpose is challenging. It should be steeped in the problem the brand is addressing. That makes consumers relate to the brand. It improves brand salience. It improves the trust in the brand. Lever’s has adopted the brand purpose of sustainable living. A brand should be questioned about its contribution to the lives of people. A brand should make a difference. Amul is purpose-driven. It eliminates unfair trade practices and provides farmers with remunerative rates. It establishes an emotional bond. A false purpose wounds a brand. Purpose should not be arbitrarily chosen.

Music Rights

There are up to four different agencies which need to be paid for performing rights. These agencies are Phonographic Performance Ltd. (PPL) India, Novex Communications, Indian Performing Rights Society (IPRS) and the Indian Singers Rights Association (ISRA). PPL and Novex, between them, have the rights to more than a million songs. They file injunctions in various courts against clubs and hotels. PPL, Novex and IPRS get restraining orders from various high courts when music is played without obtaining proper licences.

PPL has more than 340 labels on board. Novex has licensing rights for the catalogues of Zee Music, YRF, Eros and Tips. IPRS is authorised under Section 33 of the Copyright Act to collect licensing fees for public music performances from organisers. ISRA charges royalty from organisers for singers.

Multiple players make playing music costly. Their rate cards vary from as low as Rs.5000 for a non-ticketed event to as high as Rs.3 lac. Usually, venues pay for the music rights. In a party, who has the time to check whether the DJ has the rights to play the requested songs?

Mumbai-based PPL has approached the Bombay High Court to persuade different hotels to seek licenses. The process of getting licenses is made easier — it is online. PPL has entered into reciprocal agreements with its counterparts abroad.

Food vs. Drugs

Some preparations such as multivitamin tablets are covered by both the Drugs and Cosmetics Act and the Food Safety and Standards Act (FSSA). There is an overlap. Corporates prefer FSSAI to circumvent price control and tighter regulation of FDA. This is being resolved by taking the benchmark of the daily dose. If the ingredients of the preparation fall below the daily dose, it is deemed as food and is to be regulated by FSSA. The daily dose is technically called 1RDA or recommended dietary allowance. These are the prophylactic levels of vitaming and minerals. They are recommended by ICMR.

Superman : New Man of Steel

The previous Superman was Clark Kent. The new Superman is the son of Clark Kent and Lois Lane. Jonathan Kent is the new Superman. Jonathan is different from his father in several ways. One such aspect is his same-sex relationship with Jay Nakamura, a budding journalist.

In the new series, Jonathan ( Jon) has combated wild fires by climate change. He thwarts a school shooting. He protests against the deportation of refugees in Metropolis. Thus new superman is busy fighting new fights — all real world problems. Jay is there to care for the Man of Steel.

Superman coming out of the closet is the most notable moment. The publisher makes him bisexual.

Some may feel Marvel and DC have ruined their characters to please the audience. Yet many welcome their queer superheroes.

By the way, Superman is not the first LGBTQ hero but he is the most recognisable. Batman’s side-kick Robin has recently acknowledged romantic feelings for a male friend. A new Aquaman comic features a gay back man who is positioned to become the title hero. Catwoman Selina Kyle was confirmed as bisexual in 2015. Marvel has announced in March 2021 its first gay Captain America. Yet Superman’s new version counts for something — just in terms of visibility.

Semiconductors

Many advocate that India should enter into chip fabrication. However, the economics of chip fabrication is far too complex.

To begin with, it is a highly capital intensive business, and does require recurrent capital investments year after year. An oil refinery requires one time capital investment, but then it functions for several decades. Chip manufacturers invest several billion dollars in R&D every year.

Another point is the rate of failure in this industry despite the high investments. As we know, miniaturization has led to the packing of billions of transistors in the smallest possible area. The distance between the transistors is measured in nanometres(nm). An nm is one billionth of a metere. The lower the nam or distance, the more powerful is the chip. Apple’s iPhone 13 uses a 5-nm chip. Apple soon proposes to use a 3-nm chip for its iPad. It is 15 per cent faster than a 5-nm chip, and consumes 25 per cent less electricity. China, despite its heavy investments in this area and two decades of government support, could only produce a 14-nm chip, which is at least two generations behind the 5-nm chip.

In the chip industry, finally, there is going to be a market glut — a surplus capacity in chip production. There is US-China rivalry, which has led to heavy investments in the chip industry. The US intends to invest $50 billion on chip manufacturing. Intel is expanding its fab building activity. TSMC from Taiwan proposes to invest $100 billion on new fabs. There are many other proposals on the anvil.

Of course, chips are to this century what oil was to the last. The US controls the IP, design and technology. Japan makes silicon wafers on which chip circuity is etched. Lithography machines from Netherlands etch the circuitry on wafers. Taiwan Semiconductor Manufacturing Company (TSMC) makes chips on order for anyone. Samsung from South Korea too is an advanced fab manufacturer.

India should focus on chip value chain except fab. It is almost 40 per cent of the chain revenue. Chip design, assembling, testing and packing (ATP) should be of interest to India.

China buys 60 per cent of chip production of the world . Its import bill on this account exceeds $300 billion. China could succeed in making low-end chips. It has failed to make advanced chips. Its efforts to buy the US firms to enhance its capability have been thwarted by the alert US government, and other European and Asian governments.

Huawei developed a chip for use in 5G equipment. But it has to depend on the US firms for chip design. US has banned the American firms from helping Huawei. Even other firms were told by the US to stop selling to Huawei. It is the US monopoly in the IP and chip design. Thus chip making has its own politics.

Elon Musk All For Cryptos

Elon Musk, Tesla chief, expressed his opinion at a conference in Beverly Hills, LA, US that cryptos should left to their own, and advised the governments around the world to ‘let them fly.’ Musk further said that it is not possible to destroy crypto, but governments can slow down its advancement. He thought governments were averse to crypto, though in a subtle manner, but what is hinted was in that direction. Crypto reduces the power of centralised government, and they do not like that.