News

Post-COVID 5.0

A crisis (derived from the Greek κρισις meaning "to separate" and "to decide") is a crossroads where dangers and opportunities intertwine.

After more than a month of home confinement and tele-working, we have already been able to learn international best practices for early pandemic management and remote work organisation. In all of them technology and digitalisation have been key.

As a result of the management of this crisis, many sectors - from healthcare, education to industry - have already identified how technology could have helped them much more if they had been digitally prepared and had cloud or other services been available. Nor are there few companies and organisations that have had to urgently activate their digitalisation processes to cope with the crisis and the new landscape. The education sector is in this sense the most paradigmatic and the one that is transforming most rapidly. And it will do so just around the turn of the summer with the exponential growth of online training.

The brutal challenge to our systems and models of social and industrial organisation that the Coronavirus crisis is posing will open up new windows of opportunity for a 5.0 industry and society. This is not a fiction but a model already anticipated in Japan by its government and which explains perfectly why this country was prepared for this crisis and has managed to handle it excellently. This model of Society and Industry 5.0 is based on two aspects: on the one hand, the accumulation of massive data in real time from all sectors and, on the other hand, a culture "...that is based on a culture of innovation and innovation".monozukuri"The "lean manufacturing" habits and excellence.

The mirror for Europe after COVID-19 is the Japanese model of Society 5.0. The solutions and opportunities opening up for digitalisation on the post-crisis horizon can be grouped into four areas: health, mobility, infrastructure and FinTech.

At the level of healthThe application of big data to medical data for detection, screening and treatment has been shown to enable effective treatments, as we have seen clearly. Our hospitals should be equipped with autonomous mobile robots for the disinfection of surgical areas and ICUs as well as for the transfer of medication to the rooms, avoiding physical contact with patients and providing support to nurses. Finally, remote medical care should be incorporated for communication between professionals and patients.

The mobility and logistics will also be affected after coronavius. We already have the technology to deliver all kinds of goods to the doorstep of anyone, quarantined or not. In the case of post-COVID-19, this will mean automating many systems at scale, using drones and automated guided vehicles. In this sense, the robotisation of logistics processes should be another urgent commitment to the digitisation of our manufacturing industry on the agenda of company managers.

The infrastructures are another area of opportunity. The internet of things together with artificial intelligence and robotics will help us to inspect, maintain and control public spaces and infrastructures.. We should learn these lessons in order to have prepared scenarios in which strategies to control people's movement are fully effective.

Finally, the physical money has operated as one of the most important routes of transmission of the virus. The use of blockchain for money transfers is another window of opportunity, in addition to its use in other areas such as logistics (if we have blockchain transactions, we will not have any more cases of scams involving rapid virus detection tests).

These scenarios are not a dystopia. They are routes that in this crisis we may or may not choose and develop with vision and consistency.

Let's not forget that the post-coronavirus digital transformation process will only accelerate the importance of Industry 4.0 enabling technologies (soon already in a 5.0 model) whose strategic enabler is digital talent. If we do not cultivate both aspects (technology and talent), the next viral crisis will hit us again with the same or greater virulence, widening our economic and death gap with respect to the best.

This article has been published in ABC. You can access through this link.


Roberto Ranz

Director of ASTI Talent & Tech Foundation

Business communication post-COVID-19

We are living in a scenario of total crisis in the health, economic and social spheres. Faced with an unprecedented situation, there is no script that allows us to know which decisions are the right ones at any given moment. In this context, the interventions of the Minister of Labour are a nonsense for the employers, who have to...

Borja Bergareche: "Fake news is a problem of news distribution by algorithms rather than information quality".

"We must differentiate between fake news and disinformation", warned Borja Bergareche, director of digital innovation at Vocento, during his speech at the Proa Observatory, held at Degussa's headquarters. Bergareche spoke on 'Profitable journalism in the era of fake news and Silicon Valley platforms', clarifying the importance of...

José María Segovia Explains the Keys to Providing Excellent Professional Services and the Importance of Reputation

José María Segovia, former president of Uría Menéndez, explained on Friday at a Proa Observatory the keys to providing excellent professional services, among which he highlighted the passion and obsession for excellence and perfectionism. He also noted that human resources management is very important, in which, in his opinion, it...

Lucía Casanueva -- "FeliciDAR", an ABC column

What is happiness? Based on this question, a provocative one for today's times, Lucía Casanueva, managing partner of PROA Comunicación, develops an interesting concept in an article published this Thursday in the ABC newspaper. It is "feliciDAR", the term that gives the reflection its title, and which refers to...

Great reception of the first Observatory of the tenth anniversary of Proa Comunicación

The first Observatory of the year of the tenth anniversary of Proa Comunicación with the Secretary General of Vox, Javier Ortega Smith, has received a great reception from the public. Almost a hundred people gathered at the Club Financiero Génova in Madrid to listen to Ortega Smith, who spoke about the...

Manuel Conthe, protagonist of the Proa Communication Observatory

Coinciding with the opening of our new offices, located on Gran Vía 39 first floor, Proa Comunicación has resumed the celebration of the Communication Observatories in which, as you know, we address current issues with a relevant speaker. Well, the thirteenth edition of the Proa Observatory of...

More conversations, more ideas, more PROA.
Follow us on our networks.

Receive ideas with criteria

Every week we share reflections, trends and the key aspects of about reputation, strategic communication, public affairs and innovation. Content designed for professionals who value information with diligence and perspective.