Jobs: Alexander Piatigorsky, director of digital communications company "Beeline"

Hello, Alexander. Thank you for having participated in our project. Tell us what you are doing. What lies behind the phrase "digital communication"?

I am the director of digital communications with customers in the company "VimpelCom" and is engaged in communications with clients on all digital platforms, which are at the company. In this regard, I have five main objectives.

The first - is the management of all that see our clients, internal and external, on the Internet and Intranet. This site personal cabinet, mobile application, communication in social media, information - something with which people encounter it on the web. My unit is responsible for the area in terms of appearance, functionality, usability.

The second problem - that's what comes to e-commerce. That is our online store and sell online.

The third - a social network. Everything that happens in them. From customer service processes, if they are treated with some problems, to promotions and communication with bloggers.

Fourth - it is big data - data collection and analysis, and application of knowledge in a reactive mode already.

Well, the fifth, the very important function - it is a total transformation of the entire company. In other words, the reformatting of "Beeline" from the classic telecom structure in normal player of the digital world in which we already live.

What achievement are you most proud?

Mobile applications for clients. It was a real case, when we were doing it not as telecom, and as an Internet company, operating under the rules of the digital world. We created not by a huge elephant and minimalist product. Recently launched the application on Apple Watch.

The development was in accordance with the principle that, in my view, should be the basis for the creation of any quality product in the digital-media. The product should be based on three pillars. Number one - is the relationship of "customer - product", that is why and what you're doing. Number two - it's money. We are not a charitable organization, the product should be profitable. Number three - is technology. Just connect it together, can you make a quality product.

Where did you learn all this?

In the relatively new professions, all taken from the experience. There are a few things I learned in trainings, seminars and courses, such as Agile-development techniques. According to the classical education I am your manager on project management, he graduated from the State University of Management. My specialty - "Management of infrastructure building," that is, I can do so that the properties have been very effective. But the project management process, in fact, the same everywhere. And then - experience. Startapersky first, I worked in several companies. Then he worked in the "Yandex", that gave me a totally unique knowledge of the development of large products and large scale. I saw a job, when not put at the heart of the money, and the client, ie the quality of the finished product. After that involved e-commerce MTS retail network. Year and a half I "VimpelCom".

Those who are going to tie your life to work in your area, it makes sense to spend five years of training?

I have a very peculiar attitude to classical education. I do not really understand what is now taught. If taught as when I studied, I would rather say no than yes. The part that I use in real life, you could easily explore for two years, rather than five.

It is possible that education has changed and is now five years are more correct knowledge. It's only just begun to appear even universities programs and additional education programs that are really relevant. I myself teach at the School of New Media at the Higher School of Economics. And now there are similar projects and develop: bring people out of business, tell about real life experiences. But as far as this relates to what happens in the next five years in student life, I can not evaluate.

It is better to study in Russia or abroad?

It all depends on the specific purpose of a particular person. There are those things that can be a good idea to learn enough here. Still, the Russian digital, there are certain features and better to learn them from local experts. And there are those things that we have, unfortunately, not taught.

At one time, when you had a huge number of professionals who write in Java, it was not a single university in Russia, which would have supplied them. All were self-taught. This is a very good example. And I do not think the situation has changed dramatically regarding sought programming languages.

What educational resources advise?

Personally, I have been actively using Coursera and TED as a source of additional knowledge and inspiration. But not everyone can draw knowledge from indirect distance education, someone needs to listen to and record lectures offline.

A book?

I'm a visual, so I prefer video tutorials. Among the books that influenced me, I can be called "Funky Business"Kjell Nordström.

What strengths to help you in your work?

One of the strengths, which helps in the work - is the ability to quickly, but carefully to make decisions. Do not take any steps, when you have enough information to do anything impulsively, but act quickly when enough information to make a decision.

Another very curious and save minded and unbiased. It is the bane of many companies, where managers, especially a lot of years living in your business, look at him, "zamylennym" look.

Often, employees who have worked in the "VimpelCom" 12-14 years, received my answer to your question, there are some time in shock, because they are never on this side of the problem is not watching. It is clear that, unfortunately, along with experience in the company's narrow-mindedness appears. But you have to squeeze it out drop by drop.

How does your workplace?

I really like in "VimpelCom", which is all glass cabinets: it allows you to be closer to his colleagues.

I maximize paperless desk. Not because I do not like the paper (I love them), they simply do not need. But always on the table notebook. If anyone of his scrolls, think I'm crazy, because it fragments of thoughts, all sorts of men drawn. My memory is so arranged that if I wrote something, then I will not forget. Most often written on, I never see more.

All equipment on my desk, not counting the office phone, manufactured by Apple. They caught me in his net. The system from which is now quite difficult to get, but as a second phone I always have something to eat. Now - "Beeline Smart 3", our very own Android.

Of the basic operating programs installed messengers. I have a team with whom I communicate in WhatsApp, in the Telegram. For the top management we Slack. The rest - a standard office suite.

I have less and less use of computers, more and more - the telephone. When you look at the percentage of mobile traffic and traffic with larger devices, you know that mobile Technology ahead and we must take all of the products we make, the way will see the majority of our customers. That is, it is a mobile phone screen. Therefore, the computer for me was the typewriter. I take it with me when I need to write some long letters.

You bet on smartphones? They, in your opinion, will develop?

Of those things that are obvious to me: the smart phone will be even more, no matter what. While all these experiments with curved screens, folding screens are projected onto the screens do not look successful. But we understand that the world is changeable technologies. I truly believe in the voice recognition. Already, these products are fairly high quality.

Well, all that relates to cloud computing. If utopian thought, the device itself has become unimportant, and it will be important that you have a cloud. Cloud will be the operating system, and storage. I took any device in your hands - it turned into yours.

How do you organize your day?

I am an owl. And when even applied for a job, I honestly Michael Slobodina He said he could call me at any time, but to eleven, my brain does not work. Although most of the working day starts at 9-9: 30, some colleagues - even earlier. And a day packed with meetings from start to finish. The time in which I can think of, disassemble mail or write the presentation begins after 20:00, most often at home.

I packed calendar for the week ahead. To meet, we need to appoint a meeting this week. The main request to the assistant - not to put more than five half-hour meeting in a row, because the sixth brain turns to mush.

And such a thing as a digital detox, in life in general is present?

Yes, oddly enough. But this is an unconscious process. I have no particular depending on the smartphone. If I have a day will not take it into your hands, nothing will happen. The main detox - as I drive to work or to work. It takes a long time, and this rest, because not write anything is possible. But sometimes I look at the time series and thus practicing foreign languages.

And you have time to get enough sleep?

Who told you that? :) Of course not.

Techniques used time of management, to streamline the work and rest?

I've experimented with anything, a lot of books Gleb Archangel I read, trying to apply the technology. I came to the conclusion that the best system of time management - this is my assistant who understands my rhythm of life and adapts to it. The volume of problems is huge, and there's one right tool - a delegation of a good team. There is no other tool of time management for me does not exist.

You do have time to fit into the schedule sport?

Yes, but much less than many would like. I love to swim, but if once a week fall into the pool - this is a great happiness.

You are constantly working with social networks, and for personal reasons they use?

In fact, I use them for personal purposes at work I am responsible for the fact that they are an effective tool for the company. For professional communication I use LinkedIn. Frankly, work-related people come to me in Facebook, but I do not always add, because this tape is my friends. It is not very popular behavior for a public person in a large company, but until I regularly clean my tape it to remain personal and not working. Although market professionals, I signed on and enjoy reading.

Imagine that through the magic you gave four additional hours a day. What would you spend it?

Three of them I would have slept. Just kidding. Not enough time for the strategy to continue to look forward. Hour of the four I'd have spent on communication with colleagues is not from my unit, in order to "reduce a brain" to himself and them. But not in the sense of aggression, and to make them a little closer to the digital world, so that they understand that when we come to him with strange objects and thoughts - it is not just. Sometimes there is no time to explain, we say: "You have to." I want to understand colleagues, to whom and why it is necessary.

Layfhakerstvo from Alexander Piatigorsky

• You have to be honest with yourself. I see a lot of guys who are running in the IT-industry, because it is popular, although in fact it is not for them. It is necessary to do what you like, and do not succumb to fashion trends.
• Enjoy the benefits of digital-world, because you need it, not because everyone else is doing. If the gadget satisfies - live with it.
• All managers working in the field of digital, you need to take for a rule and to learn at least one programming language. It's like how to work in a large international company and do not speak a foreign language.