By @SimonCocking

We felt it was time to talk to a Swiss futurologist, entrepreneur and visionary.

They don’t come much more qualified than Michael Rava. Entrepreneur, brand/retail expert, Social Media Visionary, Future Tech Trends Strategist  | CEO codeparc llc. Enjoy!

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Your background?

First I graduated from business school in Basel/Switzerland, then I studied computer science in Zurich/Switzerland.

I worked as a developer for some years. After a stay in San Francisco/USA I switched to a big pharma enterprise as a supply chain manager for disposables in the diagnostic field.

Furthermore I always had a passion for psychology – personal and marketing related. I worked as a branding strategy consultant for several years. At the same time I was the CEO of a professional Recording and Video-Studio.

After that I was founder and partner at a online marketing agency for 5 years.

For more than 3 years I have worked as the CEO at codeparc llc. I bring in vast experience in marketing, project management, retail business, social media and design.

How was 2014? Wins?

2014 was one of my most interesting years in my career and was codeparc’s first full year of beacons. A year full of intense mobile communication experiences …

As an additional tool we found BLE a perfect match for our info, shopping and security system solutions. We have noticed that in the retail sector, the hurdles for the new technology are set higher than in other environment like, museums, airports, stadiums, public spaces among others. We have learned once again that it is not just about technology but also about great content. Consumers want added value in all systems!

We developed some great system modules and tools for our customers. We have expanded our core competence concerning proximity marketing, tracking, analytics, reporting and forecasting. Indoor and outdoor.

Our biggest win was probably that we became one of the leading companies for secure micro-location based communication services.

Anything you’d do differently?

Well – if we had known how tricky it would be to implement mobile payment solutions with iBeacon, then we would have likely implemented this feature later or never. We still have no absolutely secure and flawless solution and use other techniques for this task.

Goals for 2015 & beyond?

codeparc intends to strengthen its position and potency. Our goal is always to take good ideas and successfully turn them into reality. But we’re doing more than just pixel pushing. We ensure our solutions always work securely and reliably. A crucial part of all our projects is user experience – ensuring a natural flow that everyone can use and enjoy. We take out the hassle of even the most complex tasks. Over the past years – together with our clients – we’ve worked on some incredibly rewarding projects. We’re sure this passion for building great stuff shows and will show in the future! It will be all about customer experience.

What other companies do you look to for your inspiration? 

My key influencers are Tesla, Netflix, Airbnb, Nike, Xiaomi, Zipdial, Adobe, Nimble, Evernote, VMware, Monster Beverage, Apple, Chipotle Mexican Grill, Starbucks, Perrigo, F. Hoffmann-La Roche … to name a few.

You’re a strategist, and future trends expert. We’re finding that there is a lot of great analytical tools out there, but with slow up take by businesses. Do you find this in Switzerland too? And does this help to ensure the continued truth of the idea that the future is already here but poorly distributed?

Absolutely. We find again and again that there are “inventions” for which the market is not yet ready. This fact motivates us to provide solid solutions for easy use and always with an appropriate added value. Gamification is also a key topic. This allows us to bring topnotch technologies very early and fast to the market and gain broad acceptance.

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Which future trends are you excited about ? And which ones concern you?

Personally I am very interested in robotics. I am very excited about what the next few years will bring. However, I would find an artificial girlfriend quite questionable.

My main concerns in the field of on location real time marketing are that consumers will be bored and frustrated by overly complex solutions, information flooding in general and by spam through push notifications.

We were just recently at a business development conference, with a 12 year old self proclaimed entrepreneur lecturing other people about how he’d only hire someone based upon their klout score. While digital reputation is and will be important, do you feel people are rushing too quickly into technological solutions for areas where a good understanding of people and human nature might be worth more than merely judging them by klout scores?

Absolutely. A personality must be measured by other parameters. Klout scoring is one among many. Reliability, team spirit, empathy … cannot be measured by any online score. That is a personal matter and has to do with trust.

What tech do you use to make your life easier?

You can steal everything from me, but not my iPhone. I would be lost. 😉

What tech gadgets do you wish were invented / available already to help you?

I would appreciate a digital personal assistant. I know there are already solutions out there. Unfortunately they are still VERY limited.

Life / work strategy tips?

In the end, everything will be okay. If it’s not okay, it’s not the end.

If you can’t explain it SIMPLY, you don’t understand it well enough.

We’re tech enthusiasts, but do you ever worry what happens if AI reaches a ‘Skynet moment’ and decides it can do better than humans can?

No – honestly I suppress this aspect. 😉

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