17/03/2017

Išek: Starijima treba pomoć da prevladaju strah od tehnologije

Davor Bruketa, Davor Runje, Nina Išek Međugorac i investitor Nenad Bakić sudjeloavali su u panel raspravi na konferenciji Digital Takeover u Zagrebu.
Panel

Na panelu Creating a Culture for Digital Transformation in Your Business na konferenciji Digital Takeover u Zagrebu okupila su se vodeća hrvatska imena s područja digitala: Davor Bruketa iz reklamne agencije Bruketa&Žinić OM, direktor Drap agencije Davor Runje, direktorica korporativnog odjela Hrvatskog Telekoma Nina Išek Međugorac, kulturni poduzetnik i investitor Nenad Bakić, dok je moderator bio Karlo Stojčević, CEO agencije Red Point i član Uprava agencija Pixsell i Newsroom.

Bakić je progovorio o razlogu zašto radi danas na transformaciji obrazovanja: ‘Digitalni procjep, odnosno procjep osuvremenjenosti danas je postao puno lakši za preskočiti i odlučili smo ga smanjiti, to nas je i ponijelo. Radimo to danas jer nas nosi’.

– Trenutno smo u punom jeku digitalne transformacije. U HT-u se ona počela događati puno ranije nego u nekim industrijama. Mi smo spremni za ono što dolazi i znamo što možemo očekivati. Iako to još nije naša stvarnsot, razgovaramo o 5G mreži i onome što ona donosi i naši razgovori su o tome na puno višoj razini nego u nekim drugim kompanijama. Možda i je problem što su pojedinci i druge tvrtke svi u različitim fazama prihvaćanja tih tehnologija – kazala je Nina Išek iz HT-a.

Tempo tehnoloških promjena je danas takav da stalno morate hvatati taj tehnološki val, rekao je Davor Runje iz DRAP-a. koji dodaje kako je najveći problem danas taj što su ljudi inertni i jako je teško mijenjati tu kulturu.

– Na političkim kampanjama sam se zarazio društvenim utjecajem – kaže Davor Bruketa koji ističe kako je njegov trenutak transformacije bio u kampanji Ive Josipovića kad je otkrio da potpuno neformalnim kanalima se može utjecati na društvo. Tako je i istaknuo uspjeh STEM kampanje Nenada Bakića kojom je STEM obrazovanje postalo tema u društvu. Zanimaju ga tako i gerilske tehnike kojima se može utjecati na društvo, dok ga kao tvrtku zanima što efikasnija distribucija poruka.

O tehnološkom zaostatku kod nas Bakić je rekao kako se radikalno otvaramo i da ćemo brzo smanjiti taj zaostatak prema ostatku Europe ili svijeta, dok Davor Runje kaže kako misli da ne kasnimo toliko i da se ono što se danas pojavi u svijetu, već sutra javlja i kod nas.

– Postoji gap između generacija. Stariji dio populacije treba pomoć, sustava ili kompanija ili kako god, ali pomoć da prevlada veći strah prema tehnologijama i da im se olakša da vide što tehnologija može donijeti. Sve inicijative koje idu u tom smjeru pomoći će da se društvo što prije informacijski opismeni – kazala je Išek.

– Kako digitalna transformacija obuhvaća puno područja, teško ju je staviti u jedan odjel i pod jedne procese. Ono što imamo je komunikacijski odjel koji je odvojen i njegova prednost je što nije direktno u marketingu. Unutar DT-a postoji cijeli tim koji se bavi digitalizacijom procesa koji se vodi iz Zagreba – kaže Išek o promjenama i procesima.

Sudionici panela govorili su i o utjecaju digitalizacije kroz društvo, pa je Bakić rekao kako je danas EU naš svojevrsni prosvijećeni apsolutist koji nam je pomogao da se popravimo i da se kao društvo mijenjamo nabolje.

– Digitalna transformacija zaista zahtijeva da sve industrije mijenjaju svoj mindset i oni koji na to neće biti spremni nisu za ovo doba. S obzirom na sve te platforme koje imamo, osjećala bih se tužno kad ne bih mogla sve to isprobavati –
rekla je Išek Međugorac.

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