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Research Landscape 2025 in R&D and Product Development: Telos Alliance

Costa Nikols, strategic advisor for the executive team in the media and entertainment sector at Telos Alliance, speaks on the rising trend of enhanced audio experiences and their role in creating smarter, tailored, and immersive audio solutions.

Future Research and Product Innovation Scene in 2025: Telos Alliance
Future Research and Product Innovation Scene in 2025: Telos Alliance

Research Landscape 2025 in R&D and Product Development: Telos Alliance

In the face of global economic uncertainty, companies are tightening their budgets and being more cautious with their IT spending. However, this trend has not deterred the growth of IT spending, particularly in cloud infrastructure and AI-related technologies.

A notable shift can be seen in the software industry, where there is a growing preference for virtualized or containerized deployments. This move is driven by the desire for cost efficiency, scalability, and agility amid rapid AI-driven innovation.

Software companies and enterprises are optimizing costs by shifting from custom homegrown tools to cloud-based off-the-shelf services, favoring SaaS subscription models over perpetual licenses. They are also increasing the adoption of open-source alternatives and consolidating tools to reduce overhead while maintaining or improving capabilities.

Moreover, the rise of AI and generative AI is accelerating the need for virtualized environments that can quickly scale and support complex workloads. This dynamic has led to heavy capital expenditure on AI infrastructure by major tech firms, fueling growth in containerized deployments and virtual machines as part of cloud and AI infrastructure build-outs.

The audio industry is also experiencing a transformation, with trends pointing towards the adoption of next-generation audio solutions like Dolby Atmos or MPEG-H in devices. There is a growing emphasis on the scalability of cloud deployments in the audio industry, presenting opportunities for providing superior, more intelligent, personalised, and immersive audio solutions.

The trend of software-centric solutions, including virtualized or containerized deployments, is increasing across industries due to global economic dynamics. This shift is particularly evident in the company's future-focused strategy, which centers on the increasing adoption of containerized solutions.

The company's upcoming workflow solutions will integrate advanced AI Agents, which are engineered to automate and optimise various stages of content media processing. The integration of these AI Agents is expected to dramatically accelerate the turnaround time for content, leading to a faster, better, and more efficient production pipeline.

However, the AI market is not without its risks. There is a growing concern about "me too" products, as businesses strive to stay competitive. Additionally, AI tools are becoming increasingly accessible, leading to increased competition in the market.

Despite these challenges, the emphasis on virtualised and containerised solutions provides a strategic advantage for businesses looking to streamline operations. The software delivery and supply chain remain resilient, being digital and free from manufacturing delays, shipping bottlenecks, or customs complications.

In conclusion, while economic uncertainty has reduced discretionary spending and pressured R&D budgets, it has simultaneously accelerated trends toward cloud-native, virtualized, and containerized deployments. This dual trend means product development is more selective but also becoming more dependent on virtualized infrastructure to support AI and automation capabilities.

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