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Flavors: 23 Available Flavors
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AT&T Tash Stamatelos: Customized Content, Take...
On November 14–15, the 2017 Global Home Internet Conference (GFIC) took place in Shanghai, drawing over 500 companies and 3,000 professionals. During the morning session of the 14th, Tash Stamatelos, Executive Director of AT&T’s Technology Department, delivered a keynote address discussing key trends shaping the television industry and digital transformation. He emphasized, “Are we living in a customer-centric world now? Are you ready for it?†His speech highlighted the evolving landscape of media consumption and the growing influence of technology on how people access entertainment.
One of the main points Stamatelos addressed was the rise of disruptive trends, particularly the rapid growth of 5G video consumption. Currently, around 60% of mobile users spend their data on video content, and by 2020, more consumers are expected to shift toward OTT (over-the-top) services. Research suggests that about 23% of broadband users or internet users only subscribe to OTT platforms, indicating a clear shift away from traditional TV models. This trend is reshaping the media landscape, with language and digital entertainment becoming increasingly subversive to conventional formats.
Stamatelos also noted that video and text-based communication differ significantly in terms of data usage. Video consumes more bandwidth and storage, which has a major impact on traditional media industries. As a result, smartphones have become the preferred screen for consuming content. The infrastructure supporting OTT services continues to improve, enabling more video streaming and direct connections between content providers and customers. This evolution means that television may soon transition from being a content provider to just a delivery platform.
Another key point was the role of digitization in various industries, including transportation and food services. Consumers now expect instant access to services, often through a simple phone tap. This shift demands more personalized content algorithms to match consumer needs, leading to changes in how entertainment is delivered and experienced.
In terms of opportunities, operators can benefit from lower merger and acquisition costs, leading to economies of scale and a two-sided business model. These efficiencies reduce operational costs, which in turn lower prices for consumers. AT&T’s content licensing strategy is seen as a potential barrier to entry for new players in the market.
However, challenges remain. With more choices available, consumer loyalty becomes harder to maintain. Customers now demand higher quality experiences, and businesses must focus on delivering seamless, high-quality services. Personalized solutions are essential, as consumers seek tailored content that matches their preferences. Meeting these expectations requires significant investment in infrastructure and bandwidth, especially as demand for faster internet grows.
Understanding real consumer needs is crucial. While the demand for TV services seems straightforward, meeting it is complex. Today’s consumers want a personalized entertainment experience that is accessible anytime, anywhere. This means integrating platforms and ensuring ease of use, high-quality content, and a simple user interface.
Stamatelos outlined the features of the future consumer platform: personalization and user experience. Personalization ensures that each viewer gets content aligned with their tastes, while user experience remains a top priority. Content accessibility across devices and effective advertising strategies will drive revenue.
He presented case studies, such as an enterprise alliance offering VOD OTT solutions in multiple languages, and DIRECTV, which serves over 20 million users in the U.S. with diverse content options across smart TVs, tablets, and browsers.
Finally, Stamatelos stressed the importance of focusing on the customer. Understanding their needs, experiences, and preferences should be at the core of every business decision. While traffic and connectivity are important, true customer engagement and passion are what drive long-term loyalty.
AT&T’s data is a valuable asset in this evolving landscape. As the saying goes, "data is the new oil," and AT&T’s data plays a critical role in enhancing customer service. To stay competitive, companies must leverage connectivity to transform data into a strategic advantage. Connectivity will continue to be a cornerstone of the internet, shaping the future of digital experiences.
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