Emily Nagle Green is travelling across the world to propagate her 'Anywhere Trilogy' framework, a theory based on the assumption that connectivity is becoming ubiquitous and will be the harbinger of change in increasingly networked world.
Green, the global president and CEO of US-based Yankee Group (world's oldest research and consultancy services firm on Internet, technology and enterprise), swears by Cisco CEO John Chamber's prediction that "the network is the death of distance and cities".
Green, who was recently in India as part of her world tour, spoke to Business Standard on her trilogy that comprises 'Anywhere Network', 'Anywhere Consumer' and 'Anywhere Enterprise'.
It has been derived from the fact that the entire globe is single networked place, and can be accessed remotely from anywhere in the world.
Like the world, the network - whether it be wired or wireless - is also constantly evolving, and it will witness a quantum leap in propagation in the next couple of months.
India is an integral part of the network, more so due to the fact that Yankee Group expects the country to have around 267.60 million registered mobile users.
This is expected to bring in revenues of Rs 7,320.15 crore (Rs 73.2 billion) by year 2010. Mobile telephony is just one part of the telecom network growth, as broadband will also supplement its growth in the country.
The group expects number of broadband users would around 76.54 lakh (with revenues of Rs 523.68 crore), while the number of digital TV subscriptions would touch 1.94 crore (on revenues on Rs 335.82 crore) in the next three-year period.
The first of the trilogy, 'Anywhere Network' states that now a network would be available anywhere in the world, irrespective of the operator and infrastructure provider. This paves way for the other two parts of the trilogy, with the second one - 'Anywhere Consumer' - becoming the most important of the series.
This is due to the fact that the third screen - the phone - is the one that the user always carries it with him, and in the near future the global majors like P&G and HLL among others would vie with each other to get the user's attention over the mobile phone.
Mobile advertisement will grow substantially over the next one year to reach a position that Internet took 10 years to conquer, she adds.
The other two screens - the TV and the computer (Internet) - are currently the most important medium to touch base with the customer. But this is fast changing and would be skewed in favour of the mobile phones, as technology on this little device is fast advancing.
"Technologies that combine critical and personal experiences will further drive cellular penetration across the world, for example, companies moving into using global positioning system, general packet radio service and base transceiver stations to track man and materials," says Green.
The third of the trilogy, 'Anywhere enterprise' would also grow due to emergence of a sturdy and reliable network. This would enable enterprises to remotely assign work and increase productivity, as most of the employees would prefer working from home or their holiday destinations.
She believes there will be an "atomisation of software" - bits of software on the server, on handheld devices and in the network. This will make provide the network with the anytime power it needs, with no or zero chances of failure.
