Vietnam's Tech Dreams Luxury Hotels the Future of Publishing Technology and Ethics the Antibiotics Curse

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Vietnam's Tech Dreams Luxury Hotels the Future of Publishing Technology and Ethics the Antibiotics Curse LUXURY HOTELS TECHNOLOGY AND ETHICS ISSUE The challenges facing top brands Where is AI leading us? VIETNAM’S TECH DREAMS THE FUTURE OF PUBLISHING 147 Can it become the next Silicon Valley? How the book deal went viral THE ANTIBIOTICS CURSE As antibiotic resistance rises, once easily cured diseases have become potentially lethal. Science has began the fightback – but is it too late? PF_32018.P01_Cover.indd 1 2/20/18 11:17 AM Senator Chronograph Beijing · Dresden · Dubai · Geneva · Hong Kong · Macau · Madrid Nanjing · Paris · Shanghai · Shenyang · Singapore · Tokyo · Vienna GO_SE_CHRONO-PD_410x265mm.indd 2 08.01.2018 16:24:50 GO_SE_CHRONO-PD_410x265mm.indd 3 08.01.2018 16:27:18 MARCH MARCH ISSUE 147 ISSUE 147 The business of life & living Exclusive to Emirates First Class and Business Class EDITOR-IN-CHIEF OBAID HUMAID AL TAYER MANAGING PARTNER & GROUP EDITOR IAN FAIRSERVICE EDITORIAL DIRECTOR GINA JOHNSON GROUP EDITOR MARK EVANS [email protected] SENIOR ART DIRECTOR OLGA PETROFF [email protected] DESIGNER RALPH MANCAO [email protected] SUB-EDITOR SALIL KUMAR [email protected] EDITORIAL ASSISTANT LONDRESA FLORES [email protected] GENERAL MANAGER – PRODUCTION SUNIL KUMAR [email protected] PRODUCTION MANAGER R MURALI KRISHNAN [email protected] ASSISTANT PRODUCTION MANAGER BINU PURANDARAN [email protected] PRODUCTION SUPERVISOR VENITA PINTO [email protected] CHIEF COMMERCIAL OFFICER ANTHONY MILNE [email protected] GROUP SALES MANAGER MICHAEL UNDERDOWN [email protected] Emirates takes care to ensure that all facts published herein are correct. In the event of any inaccuracy please contact the editor. Any opinion expressed is the honest belief of the author based on all available facts. Comments and facts should not be relied upon by the reader in taking commercial, legal, financial or other decisions. Articles are by their nature general and specialist advice should always be consulted before any actions are taken. All dollar prices throughout the magazine refer to US dollars. Published for Emirates by Head Office Media One Tower, Dubai Media City, PO Box 2331, Dubai, UAE Tel +971 4 427 3000 06 Fax +971 4 428 2270 Dubai Media City Office 508, 5th Floor, Building 8, Dubai, UAE Tel: +971 4 390 3550 Fax: +971 4 390 4845 Abu Dhabi PO Box 43072, UAE A DOG’S LIFE Tel: +971 2 677 2005 Fax: +971 2 677 0124 London Acre House, 11/15 William Road, London NW1 3ER, UK P24 Printed by Emirates Printing Press, Dubai Is your pooch ready to be an Instagram star? PF_32018.P06-10_Intro_Contents.indd 6 2/20/18 5:01 PM RACING IN STYLE. WORLD SPONSOR AND OFFICIAL TIMEKEEPER SINCE 1988. MILLE MIGLIA CLASSIC CHRONOGRAPH (168589-3002) MILLE MIGLIA Portfolio_QASR_14_feb_En.pdf 1 2/14/18 10:47 AM JOURNEY INTO THE SPIRIT OF ARABIA. Relax and unwind as you breathe in the mystical charm of the Rub’ Al Khali. Discover unparalleled desert luxury and cultural passion just 90 minutes from Abu Dhabi. Trek the footsteps of the Bedouin and create a thousand timeless moments in a luxury desert oasis. To book your stay, call +971 (0) 2 895 8700 or email [email protected] LIFE IS A JOURNEY. Visit anantara.com MARCH MARCH ISSUE 147 ISSUE 147 CONTENTS UPFRONT 16 SHOEMAKERS An English cobbler with heritage LIVING 74 22 HOTEL BANGKOK LUXE A classic Paris A villa with a hotel with views of difference in the heart the Eiffel Tower of the Thai capital 79 30 INVESTMENT MOST WANTED PIECE The must-have items Why comic books for the one per cent can be a smart investment 38 BOUTIQUE 84 BATTLE GOING VEGAN Why the big hotel How London’s brands are jumping restaurants are on the boutique embracing veganism bandwagon 88 EXHIBITION A must for Van Gogh fans in Dubai 90 COLUMN How to develop as a leader 09 33,349 copies January - June 2017 PF_32018.P06-10_Intro_Contents.indd 9 2/20/18 3:32 PM MARCH MARCH ISSUE 147 ISSUE 147 CONTENTS FEATURES 42 ANTIBIOTIC ANTIDOTE Scientists aim to prevent the overuse of antibiotics 50 PRIVATISATION PROBLEMS Governments try to solve the problems of privatisation 56 CAT PERSON AND WRITING 2.0 How a New Yorker short story could herald a new era for book publishing 62 ETHICS AND THE FUTURE The ethics of the fourth industrial revolution 68 EASTERN RISING Vietnam emerges as Asia’s most entrepreneur friendly tech hub INTERNATIONAL MEDIA REPRESENTATIVES 10 AUSTRALIA/NEW ZEALAND Samford Media; Tel + 618 9447 2734, [email protected] CHINA IMM International; Tel +852 2639 3635, j.bouron@ imm-international.com GERMANY IMV Internationale Medien Vermarktung GmbH; Tel +49 8151 550 8959, [email protected] GREECE Global Media; +30 210 69 85 981, [email protected] HONG KONG/MALAYSIA/INDONESIA Sonney Media Networks; Tel +852 2151 2351, hemant@sonneymedia. com INDIA Media Star; Tel +91 22 4220 2103, [email protected] SWITZERLAND/FRANCE/ITALY/SPAIN IMM International; Tel +331 40 1300 30, n.devos@ imm-international.com JAPAN Tandem Inc.; Tel + 81 3 3541 4166, [email protected] NETHERLANDS giO media; Tel +31 6 6 2223 8420, [email protected] THAILAND Media Representation International; +66 8 6777 3417, [email protected] TURKEY TTR Media Ltd; Tel +90 212 275 8433, tanbilge@medialtd. com.tr UK Spafax; Tel +44 207 906 1983, [email protected] USA WorldMedia Inc; Tel +1 212 244 5610, [email protected] PF_32018.P06-10_Intro_Contents.indd 10 2/20/18 3:32 PM UPFRONT 12 13 PF_32018.P12-15_Upfront_Chatbots.indd 12 2/20/18 1:48 PM MARCH / MARKETING ISSUE 147 The rise of the bots A new breed of programs is helping marketers reinvent their services. CJ Hannon investigates elcome to the era at least, make all our lives easier, of the bot. Yes, particularly as they are integrated those automated into the everyday apps we all messages you get use. Imagine, for example, you everywhereW from customer service are talking to your friend about platforms to Facebook Messenger. meeting for dinner later that night. Research from Forrester released When she confirms a time, you in 2016 revealed that five per cent can (in the same conversation) of companies are using chatbots, ask your friendly bot to order you 20 per cent were piloting them an Uber to the restaurant. The and 32 per cent were planning to key is solving people’s problems use them in 2017. Bots are here to in the apps they already use, such stay, but they present businesses, as Whatsapp, and not dragging and especially marketers, with a them away to another app. This is number of challenges. currently the big advantage of bots, A bot is a computer program they save time and help consumers that automates certain tasks, find solutions no matter where they usually by chatting with a user are, and save wasted time spent through an interface. The most searching, scrolling or moving to a advanced bots are powered by AI, different app. and these bots ‘learn’ over time, So how does this relate to being able to understand more marketing? Let’s look back a few complex requests, personalise years and examine how marketers responses and gradually improve the talked to consumers. It wasn’t quality of interactions. The code that pretty: endless spammy e-mails, powers the bot is, of course, written cold calls and disruptive pop-up by a human, and they essentially ads that made browsing many follow a set of rules, adhering to websites a chore rather than a a set of ‘if-then’ statements and pleasure. Then, content marketing writing canned responses. arrived, which many believed 12 13 From message boards like would herald a new era in how Reddit to crypto-currency websites consumers were communicated like Kucoin, bots are becoming with. And while some content more and more commonplace. marketing was great, well thought They will over time become more out and well executed, it was and more prevalent and, in theory often overdone. One day you PF_32018.P12-15_Upfront_Chatbots.indd 13 2/20/18 1:48 PM UPFRONT bought a pair of shoes online. You be frustrating. Bots have no context can submit their bot to Facebook’s then started receiving ‘editorial’ for your interaction, have no idea messenger service. There are e-mails from the store, filled with how long you have been waiting to already more than 100,000 active photo essays and travelogues, as talk to someone, and often don’t bots on the platform so marketers well as links to the latest shoes make it clear that they are not face an uphill battle to ensure their on the market. While the content human, which can lead to further bot gets noticed. With Facebook might have been well put together, frustration. They frequently forget confirming it will start pushing it wasn’t relevant: you had just what you said two seconds later out ads to monetise its 1.3 billion bought a pair of shoes, so why and are limited in their ability to 100k active monthly users, you can be would you want to spend your problem solve. Number sure it will be looking at ways to time reading about more shoes? For marketers, it’s essential of bots monetise the bots as well. Of course, marketers do to understand why people use active on Facebook’s rules of bot improve their offerings over time. If bots in the first place. According Facebook’s engagement are interesting: within enough people opt out of e-mail, or to a HubSpot report, of the 71 messenger Messenger, a brand can only send unsubscribe, good marketers find per cent of people willing to use service a message if the user started the other ways to communicate.
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