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WHAT JEFF BEZOS WANTS JEFF BEZOS’S MASTER PLAN His Master Plan, and What It Means for the Rest of Us by FRANKLIN FOER the END of SILENCE

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WHAT JEFF BEZOS WANTS JEFF BEZOS’S MASTER PLAN His Master Plan, and What It Means for the Rest of Us by FRANKLIN FOER the END of SILENCE What the generals The science of Why everything is think of Trump GoFundMe campaigns getting louder by MARK BOWDEN by RACHEL MONROE by BIANCA BOSKER THE TECH ISSUE WHAT JEFF BEZOS WANTS JEFF BEZOS’S MASTER PLAN PLAN MASTER BEZOS’S JEFF His master plan, and what it means for the rest of us BY FRANKLIN FOER THE END OF SILENCE OF END THE NOVEMBER THEATLANTIC.COM NOVEMBER NOVEMBER THEATLANTIC.COM 1119_Cover [Print]_12456747.indd 1 9/18/2019 2:55:08 PM HILAREE NELSON FIRST EVER SKI DESCENT OF LHOTSE DEFY THE PAST WEAR THE FUTURE TO VIRTUALLY JOIN THE CLIMBERS ON THEIR JOURNEY TO CONQUER LHOTSE, SCAN THIS CODE OR VISIT: THEATLANTIC.COM/THENORTHFACE PHOTO: KALISZ 19080016_3_TNF_FL_THE_ATLANTIC_SPREAD_v2.indd All Pages 9/4/19 4:14 PM HILAREE NELSON FIRST EVER SKI DESCENT OF LHOTSE DEFY THE PAST WEAR THE FUTURE TO VIRTUALLY JOIN THE CLIMBERS ON THEIR JOURNEY TO CONQUER LHOTSE, SCAN THIS CODE OR VISIT: THEATLANTIC.COM/THENORTHFACE PHOTO: KALISZ 19080016_3_TNF_FL_THE_ATLANTIC_SPREAD_v2.indd All Pages 9/4/19 4:14 PM This content was created by Atlantic Re:think, the branded content studio at The Atlantic, and SPONSOR CONTENT SPONSOR CONTENT made possible by HPE. It does not necessarily reflect the views of The Atlantic’s editorial staff. the court, the backboards, and even the eyeing that vintage jersey for a few months balls, which can provide instant insights and just need a discount offer to pull and analytics. It means outfitting players the trigger, or even if your kid is playing with sensors that monitor real-time health a video game on his tablet that relates to data. And it means equipping the arena the action on the court. itself with hundreds of cameras, micro- Even for those who are not in atten- phones, and Wi-Fi access points. dance, the edge can get fans closer to the THE During the game, technology at the game. VR headsets, which require tor rents edge allows fans to engage more deeply of live broadcast data to be processed with the action. The diehards will be able instantaneously, will transport fans from to track microstats, like a player’s sprint their “exercise bike” (i.e., couch) to the are- speed or the arc of a three-point shot, or na: to hear the roar of the crowd, choose a watch through AR gog gles, which overlay viewing angle along the sideline, or watch relevant and interesting stats to whatever a play unfold from a player’s perspective. aspect of the game they’re viewing. Of course, the edge spans well be yond The edge will also enhance the sec ond- sports, from health-care to hospitality to screen experience on fans’ mobile de vices, transportation. (Autonomous vehicles, for IT’S 10 MINUTES UNTIL TIPOFF and you’re offering innumerable instant-replay an- instance, will rely on the edge, as they END still in the arena parking lot. Not wanting gles, predictive gaming, in-game betting need to make instantaneous decisions to miss a second of the action, you go into opportunities (in states where gambling is constantly, with zero lag time or margin full panic mode. legal), and more. for error.) But when you’re sitting courtside, But imagine if you didn’t. If this sounds like information overload, desperate for any excuse to high-five your Imagine walking into a stadium without don’t worry. The beauty of the edge is that neighbor, the only thing that matters is the OF fumbling for your ticket. Imagine a holo- it provides opportunities for everyone to game in front of you. All you care about is gram of your favorite player guiding you connect with live sports, including casual the seconds ticking away until halftime, through the concourse. No lines, no stress. or “fluid” fans, in the words of Angela Rug- the heart rate of your team’s top scorer, Sports fans crave getting Just a notification detailing the real-time, giero, a gold medal–winning athlete and and knowing that your next beer is already pregame shot chart of the team’s point the CEO and a co-founder of the Sports on its way. closer to the game. guard and a craft beer delivered to your Innovation Lab. Indeed, the experience Edge technology is poised seat. will be completely personalized. Fans will to bring them there. This is the future of live sports—a choose how they engage with the game— Learn more about edge future that will revolutionize nearly every what data, stats, and other bonus content technology by watching our aspect of the fan experience—and it will are meaningful to their experience—while original documentary at be powered through edge technology. arenas will cater to these preferences. TheAtlantic.com/TheEdge. NOSEBLEED What is the edge? At its heart, the edge They’ll know if you simply want directions allows an unprecedented amount of data to the least crowded bar, if you’ve been to be collected and processed on the spot, hundreds of times faster than before, en- abling next-level digital and personalized experiences. It does this by taking the data and insights from the network to engage with fans and employees, while also processing data closer to the action. Information no longer needs to travel all the way to the cloud; it’s turned into experiences that are processed on-site or even on-de vice. The edge still works in tandem with the cloud, but it speeds results, reduc- ing the cloud’s workload and, in so doing, opens up game-changing possibilities. Sports arenas are already beginning The edge is in action at the all-new Chase Center in San Francisco. SEATS to adopt the edge. From a hardware per- Enabled by technology from Hewlett Packard Enterprise, the fan experience spective, this means placing sensors in is more connected than ever. This content was created by Atlantic Re:think, the branded content studio at The Atlantic, and SPONSOR CONTENT SPONSOR CONTENT made possible by HPE. It does not necessarily reflect the views of The Atlantic’s editorial staff. the court, the backboards, and even the eyeing that vintage jersey for a few months balls, which can provide instant insights and just need a discount offer to pull and analytics. It means outfitting players the trigger, or even if your kid is playing with sensors that monitor real-time health a video game on his tablet that relates to data. And it means equipping the arena the action on the court. itself with hundreds of cameras, micro- Even for those who are not in atten- phones, and Wi-Fi access points. dance, the edge can get fans closer to the THE During the game, technology at the game. VR headsets, which require tor rents edge allows fans to engage more deeply of live broadcast data to be processed with the action. The diehards will be able instantaneously, will transport fans from to track microstats, like a player’s sprint their “exercise bike” (i.e., couch) to the are- speed or the arc of a three-point shot, or na: to hear the roar of the crowd, choose a watch through AR gog gles, which overlay viewing angle along the sideline, or watch relevant and interesting stats to whatever a play unfold from a player’s perspective. aspect of the game they’re viewing. Of course, the edge spans well be yond The edge will also enhance the sec ond- sports, from health-care to hospitality to screen experience on fans’ mobile de vices, transportation. (Autonomous vehicles, for IT’S 10 MINUTES UNTIL TIPOFF and you’re offering innumerable instant-replay an- instance, will rely on the edge, as they END still in the arena parking lot. Not wanting gles, predictive gaming, in-game betting need to make instantaneous decisions to miss a second of the action, you go into opportunities (in states where gambling is constantly, with zero lag time or margin full panic mode. legal), and more. for error.) But when you’re sitting courtside, But imagine if you didn’t. If this sounds like information overload, desperate for any excuse to high-five your Imagine walking into a stadium without don’t worry. The beauty of the edge is that neighbor, the only thing that matters is the OF fumbling for your ticket. Imagine a holo- it provides opportunities for everyone to game in front of you. All you care about is gram of your favorite player guiding you connect with live sports, including casual the seconds ticking away until halftime, through the concourse. No lines, no stress. or “fluid” fans, in the words of Angela Rug- the heart rate of your team’s top scorer, Sports fans crave getting Just a notification detailing the real-time, giero, a gold medal–winning athlete and and knowing that your next beer is already pregame shot chart of the team’s point the CEO and a co-founder of the Sports on its way. closer to the game. guard and a craft beer delivered to your Innovation Lab. Indeed, the experience Edge technology is poised seat. will be completely personalized. Fans will to bring them there. This is the future of live sports—a choose how they engage with the game— Learn more about edge future that will revolutionize nearly every what data, stats, and other bonus content technology by watching our aspect of the fan experience—and it will are meaningful to their experience—while original documentary at be powered through edge technology. arenas will cater to these preferences. TheAtlantic.com/TheEdge.
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