Unlocking the Future: Insights from George Held on Big Data, Digital Innovation, and Life’s True Priorities

George Held, Vice President of New and Digital Business Development at VimpelCom, offers an exclusive perspective on living with embedded technology, mastering big data, and identifying promising trends shaping the future.

When asked about the meaning behind 'digital business,' George elaborates on how this sector is revolutionizing industries and everyday life.

Big Data: The Treasure of Tomorrow

In my role, I oversee several innovative areas at Beeline. These include fintech, which leverages mobile technologies as payment solutions; media services involving television broadcasting, licensing, and user content access; and partnership programs through Veon that connect consumers with leading brand offers.

However, my passion lies in big data. By analyzing vast datasets, we optimize the locations of our service centers, strategically place advertisements, tailor plans and offers for subscribers, and study behavioral patterns to adapt our business accordingly.

We also analyze commuter flows to advise urban planners on improving traffic schemes, pedestrian crossings, and bridge placements. Our capabilities extend to supporting large-scale events, including international sports tournaments.

In today’s information-saturated environment, finding relevant data is challenging. Big data enables us to deliver the right information at the right moment, positioning it as the most promising field in telecommunications. I believe that within the next decade, companies will thrive by owning and providing valuable information—indeed, big data is the gold of the future.

Education That Empowers: Skills for Life and Society

If I were 23 today, freshly graduated, working with big data would be my dream job. Handling massive information sets at such a scale is exhilarating.

Education serves two vital purposes: first, equipping you with knowledge, skills, and tools to innovate. This foundation is essential—our teams of analysts, data scientists, and media specialists all possess higher education. Yet, it’s crucial that these skills benefit others and have real-world application.

Historically, Russia has been a global mathematical hub, producing top talent contributing to big data projects worldwide. We regularly recruit students from diverse regions who excel in mathematics and analytics, often identifying promising candidates through digital hackathons.

On the other hand, I view degrees like an MBA as supplementary. While they can broaden networks and introduce interesting contacts, without practical skills, they offer limited value. Real impact comes from hands-on expertise.

Ethics and Philosophy: Navigating Humanity’s Digital Future

The next few years will be pivotal for establishing ethical and philosophical frameworks around emerging technologies—a complex yet often overlooked challenge. Technology often advances faster than societal readiness, leading to underutilized innovations.

Take Google Glass, for example: a brilliant concept that struggled commercially because society wasn’t prepared for its new way of accessing information.

I personally have an embedded chip in my hand storing passport data, medical records, and bank cards, enabling contactless payments anywhere. While it’s a cool conversation starter in trendy venues, it also led to misunderstandings—like when police questioned me in the subway for fare evasion despite paying via the chip.

Moreover, the chip’s location tracking raises privacy questions, especially for minors. My 14-year-old daughter is interested in one, but it sparks debate about parental oversight versus independence. These dilemmas highlight the need for modern ethical standards beyond ancient doctrines.

Similarly, Asimov’s three laws of robotics, conceived in the 1980s, no longer suffice in today’s world of robotic vacuum cleaners and military drones.

The brightest minds will soon focus on crafting ethical guidelines for technology use—professionals who not only write algorithms but also ponder their societal impact and boundaries. This modern philosophy must be rooted in real skills and understanding.

Current innovations like brain-impulse control devices are expanding capabilities for people with mobility challenges—an advancement arguably more socially significant than flashy autonomous cars. These meaningful technologies promise to reshape society for the better.

Workplace Freedom and Digital Detox: Balancing Life in a Connected World

At Beeline, we embrace a 'be free' philosophy—allowing work from anywhere, anytime. This flexibility empowers our digital workforce, contrasting with traditional 9-to-5 roles.

Our teams span multiple time zones and regions, requiring autonomy in decision-making and product creation. Our office spaces are fluid, personalized environments rather than fixed desks, often featuring personal items that make employees comfortable.

To support this, we’ve developed specialized tools ensuring secure access to sensitive data and large information platforms. We also adopt Agile and Scrum methodologies, while employees choose technology that suits their workflow. I’m part of this culture too.

My MacBook, smartphone, and headphones constitute my entire office—nothing more is needed.

Completely disconnecting from technology is nearly impossible, especially in digital fields where even sleep can be a luxury. Yet, switching off is essential. For me, two activities serve as near-sacred digital detoxes.

First, sailing. Yachting immerses me in nature and away from digital noise. Although modern racing yachts are equipped with advanced instruments for speed, wind, and navigation, the essence remains the wind, water, and the thrill of risk—forcing mental clarity.

Second, music. As a professional clarinet player, spending hours with my instrument completely disconnects me from technology, connecting me with tradition and history.

For task management, I rely on an old-school paper sheet. Despite numerous digital planning tools I’ve tried, I start each day with a blank page listing my tasks. This simple method helps me maintain focus amid distractions.

Life Advice from George Held: Pursue Passion, Embrace Experimentation

Steve Jobs is my ideological inspiration. His work from over a decade ago continues to shape the industry. I encourage everyone to revisit his iPhone launch and other presentations. Also, Elon Musk’s podcasts provide fascinating insights into the technological progress of this century.

I’ve been fortunate to work in environments that encourage experimentation and creativity. While some companies impose rigid limits that stifle innovation, I left those quickly.

Failure is not something to fear. At Beeline, we follow a 'fast in, fast out' approach—learning from mistakes often teaches more than success. The key is analyzing what went wrong and adjusting accordingly.

Above all, I strongly advise not to waste your life on things that don’t interest or matter to you.

I call this the 'mirror test': look in the mirror and ask yourself what you accomplished today. If the day feels gray and empty, it’s time to change course because life is a precious, non-renewable resource.

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