>> from pier 3 in san francisco, welcome to the best of "bloomberg west," where we focus on innovation, technology, and the future of business. i'm emily chang. every weekend we'll bring you the "best of west," the top interviews with the power players in global technology and media companies that are reshaping our world. it is premiere battle in the smart phone world. samsung versus apple. for over three years, the two companies have clashed in a scale almost unprecedented in

business history and engaged in a series of tit for tat lawsuits that have cost more than $1 billion. the battle is being fought outside the courtroom as well, of course. samsung just unveiled its galaxy note edge and other devices at an event in new york. on tuesday, apple is set to unveil not only a new iphone or iphones but details on a long awaited smart watch. who'll ultimately come out on top in the great smart phone war between apple and samsung? i spoke with michael gorman, editor in chief at engadget and ryan reith, director of mobile device at i.b.c. i started by asking ryan what his biggest wish for the new iphone is. >> you have this iphone user base that has been using the same size screen relatively for the life of the iphone since it has been around. this will be the game changer with regard to the screen size. it changes the user experience.

it is more real estate. >> will it be a game changer if they are the last to market? >> they have been doing ok without it, right? i think the opportunity there is i think you have a lot of people that maybe were choosing android simply because they could get bigger screens. people are watching more media. they are reading things on their phone. a lot of people like having more room on their phone. >> ryan, what else is on your list? run it down for me? >> i think a few things. one i'll throw out there that i don't expect next week would be wireless charging. pretty confident in that. for those of you who have used it, it is a game changer in my opinion. it makes things a lot easier. nfc is one i do expect to see. this is their segue into making mobile payments easier and

pairing devices with other products as well. that's something that i expect to see. >> widgets or live icons? >> from the services side. it is not something that we expect but we kind of know what is happening. but i think this does kind of change the landscape and you see android has widgets from the beginning. it is starting to display your information and scroll through this on the device. i think it does change how you interact with the device. but again, not something i expect because i think it's less about software next week. >> all right, michael, your turn. run it down for me. >> let me kind of cast it in terms of what i want. mostly i don't like having cases on my phones. i think generally iphone hardware is beautiful. >> i don't either, but it's dangerous. >> correct. a few of mine are making it durable. the sapphire display, you don't need any kind of screen protectors. super hard. >> we think that is going to happen, right? >> yes, that is one of those we are likely to see.

they have already been using sapphire glass on their touch buttons and camera lenses. that is first and foremost. that is kind of easy. that is first and foremost and the next is waterproof. >> i want that too! >> japanese manufacturers have been making waterproof phones for a long time. >> samsung galaxy a-5. waterproof. >> samsung is doing it now too. you hear about people dropping their phones into a toilet or out in the rain, wherever it might be. it would be nice to have a waterproof iphone. a lot of people end up having to replace theirs because of water damage. that would be a way to remove that. so those are for durability. the one usability thing that i really, really want and i'm almost guaranteed not to see is better integration of google

services. >> in what way? >> i use gmail and google maps and google calendar. and i want the same experience on android and iphone. you can't get that because we all kind of know that apple and google are not the best of friends. >> you also wishing for a two-day battery life. some of these things we are expecting. a larger display, mobile payments, a sapphire screen. any surprises on tuesday? >> i feel like we're bound to see a surprise. apple usually does that. i don't know what it could be, though. >> for me, the biggest surprise is going to be a lot of emphasis on the battery. people forget that when you double the size of the screen or the device itself, it gives you more opportunity to have a bigger battery. i'm expecting roughly the double the size of the battery with the larger display. probably a 50% increase in battery size as well.

this is going to give people that longer lifetime on the device itself. >> do you think these phones are going to be that impressive? are they going to be enough? >> i think i have mentioned this before. i've been saying this for a long time. the bigger screen is what people want. iphone users that have been there from the beginning have not necessarily gravitated towards this. i think this is going to be the first opportunity for them to experience computing on a larger device despite those who maybe went to the ipad mini. it really does change how you interact with a device when you have that much more real estate. >> i do have an iphone. to me 5.5 inches is too big. 4.7. am i going to love it? am i going to love it? >> everyone has different preferences. >> you guys came up with a report that said fablets are going to top tablet sales in a couple of years. right? >> i think that is probably -- that is not so much -- maybe in the -- well, ok. there is a lot of places around the world where the phone is it. that is their whole computing world. that is why the fablet makes a lot of sense. it is why you're seeing cheaper large screen phones showing up in china and elsewhere around the world. because people want to have a bigger screen, but it still needs to be portable. so that is kind of i think where you see the trend going. >> exactly. a lot of that is cheaper android devices which is outside of apple's target audience and they will never go towards that ever. i think so this will help

refresh current customers but apple now has the opportunity to steal back those who only went to samsung or huawei or someone else because of the larger screen. >> michael gorman, editor in chief at engadget, and ryan reith, director of mobile device at i.b.c. coming up, apple was also in the news after some celebrity iphone accounts were hack attacked leading to the release of nude photos. so how secure are apple's products? we look into it next. ♪

>> welcome back to the best of "bloomberg west." i'm emily chang. apple says its icloud service was not breached by hackers who obtained pictures of nude celebrities including jennifer lawrence and rihanna.

but apple says the celeb accounts were compromised by a targeted attack on user names, pass words, security questions. meantime home depot is working with authorities to investigate a possible data breach that could involve thousands of stolen credit and debit cards. i started by asking ken -- what exactly happened with apple? >> odds are that the attacks were highly targeted specifically toward the celebrities. using social engineering or guessing their passwords. usually if an attacker, they can gather a lot of information, they can begin to guess on their security questions, possibly what their passwords are. try to brute force them. i think that is what happened here. >> they say icloud wasn't breached but it is unclear if photos stored in icloud were

taken and if icloud password and user names were taken. eric, is apple at fault in any way here? should anyone who is an apple user be concerned? >> apple as a company has icloud as a service. the icloud service itself could obviously improve security. making it the default choice for users. things of that nature. it will really improve security. across the board cloud services can improve security not just apple services but across the board. >> ken, what kind of things can apple do to make things more secure? >> they have two factors of authentication. one thing that is difficult to find and implement. if you go there now and try to implement it there is a two day, three day waiting period before it can be implemented. raising more awareness around existing security tools that they have and provide training

and better education of resources around that can do a lot to help protect that information. it is also scary that you know, your apple i.d. is also tied to accounts for buying apps and things like that. deploying the two factor authentication is critical. >> apple's big event is just a week away. we expect them to unveil two new iphones and a possible iwatch. and they are expected to reveal a mobile payment system that requires us to give more sensitive information. how big a deal is it, we are talking about healthkit, where we're supposed to be giving them our health information as well. >> we will probably learn more about this attack even if apple won't tell us. i think that is really going to tell us. fundamentally it is about how this happened and why. the how might tell us the why. erik, let me ask you -- is there a sense that, was it the incredible impenetrable wall of apple or was it the incredible appeal of naked celebrities that drove this thing? >> it probably was more the

celebrity factor that led to these breaches. apple itself on the back and has had a lot of room for improvement. when you sign into gmail they keep track of your ip's when you login and they have systems that correlate when you're supposed to log in and look for anomalies. these things are not as prevalent in apple's cloud systems. as you mentioned as these things control more information, they should be. >> ken, let's talk about this home depot incident as well.

it seems everywhere, nothing is secure. what are we supposed to do as users with credit cards? >> it is funny. about a year ago a reporter asked me what i would do to help protect my information and i said every three months i actually get a new credit card. our cards are promiscuous -- we use them in restaurants when they are out of sight and at all these different stores. and seeing all these data breaches i am paranoid enough to where it is easier to get the new credit card every three months and it provides me peace of mind. it is a hassle to go through and reset your automated payments, but having that piece of mind is more important. there is more retailers that are going to be coming out with announcements. i'm guessing at least one or two a week. the secret service said there is 1,000 that have been impacted at least one family of point-of-sale malware, so we will see more shoes drop. >> we know apple is very

involved in this investigation. the f.b.i. also investigating in that case. can we find the people who did this and can apple and the f.b.i. find these people, eric? >> yeah, absolutely. computer forensics experts have really gotten their trade craft more advanced through the years and the people that usually execute these type of attacks not really criminal motivated attacks but more just for fun attacks. they are not very good at hiding their tracks. in 2011 the last person who hacked celebrities got 10 years in prison. >> would you guess that this is a single hacker or a ring of hackers or hackers who are not necessarily related to each other? >> i think with the apple hack, the ones that are targeting the individuals, it is a looseknit group of folks that are involved in that. with the hack hitting the retail stores like home depot, that is a much more sophisticated group and odds are they are operating outside the u.s. and that raises a big challenge to be involved in some discussions with people who work those cases. once those credit cards get exfiltrated outside the country, when they end of in russia and eastern europe, it is almost impossible to follow up on the investigation from there.

in many cases these organizations operate with impunity within those countries. here in the u.s., it is more difficult for them to hide. odds they will be able to find them. >> cory, you and i will be in cupertino at this event. do you think we're going to hear anything about this from apple at that time? >> the topic is so salacious, it is hard for it to go away. i think the discussion about the home depot attack is going to be forgotten the same way the target attack is only discussed i those in the cyber security. i suspect this will linger for some time because there is such a salacious element to naked celebrities, particularly in our culture. there's just nothing like it.

>> cory johnson, include security founder erik cabetas, and ken westin, tripwire security researcher. up next, she has helped google's moon shots including the self-driving car and delivery drones. now megan smith is headed to washington to become the nation's new chief technology officer. we talk about what she brings to the table next. ♪

>> welcome back to the best of "bloomberg west." i'm emily chang. from google to the white house, president obama has named long time google executive megan smith as the nation's new chief technology officer replacing todd park. smith was most recntly head of secretive google x lab. they are creating moon shot products like the self driving car and delivery drones. smith isn't the only executive heading to washington. former twitter general counsel alexander macgillivray.

their mission, to help the united states stay on top of technological innovations while dealing with tough questions of cyber security, free speech and more. we are joined by the very first chief technology officer, aneesh chopra, who served from 2009 to 2012. i started by asking him what he thinks of these appointments. >> a great selection for our country. it really affirms the opportunity to make sure we have the best team in place to harness the full power of technology, data and innovation to both grow our economy and ensure that the internet is a source of innovation and problem-solving in areas that we need it most in health, energy and education. >> sergey brin, co-founder of google, said megan inspired so many people through her commitment to innovation. we will miss her and excited to see what the future holds for her in washington. google would like a lot of things from washington, they want self-driving cars on the roads and drones delivering things to our doorsteps. is that the kind of stuff she is

going to be pushing for? >> let's begin with the history. do you know where the origins behind the technology of the self-driving car came from? >> at darpa, right? >> you got it. that was my point. you have a long history in our country where research and development is a building block for an innovation economy and as our nation invests in r&d, it will open up more opportunities for commercialization for billion dollar sectors in the economy not yet known. i would say megan has a front-row seat how the commercialization model is working and can help support the next generation of breakthrough innovations. >> let me rephrase the question. how does she represent google and silicon valley's interests without there being a conflict of interest? >> i don't think it is about representing any given company. i think if you look back at the

role of government, as president obama has identified it, he wrote a strategy for american innovation in the first term, which continues to be the roadmap for this role. it basically stays country invests in these building blocks and making sure we have the human capital to be successful in a global economy and broadband. the f.c.c. chairman today gave a speech on broadband competition. what megan will do is continue to advocate for infrastructure investments that will facilitate innovation for decades to come, but it is also about rules of the road. a big part of what i think alex

will take on is to make sure that the internet can be a force for innovation by making sure we get privacy and security right. we had a set of baseline internet policy principles that the president adopted in the first term and will continue to be successful. that will help everyone in the internet ecosystem, every american. last, but not least, harness all of these technologies to face the challenges of our day, health, energy, education, and more open and collaborative government, megan has done a phenomenal job in all of her history in bringing new ideas to the market. >> and alex was actually a big champion of free speech at twitter. he also worked at google for six years before that. should google and twitter's rival like twitter and facebook be worried? >> no, rising tide lifts all boats. this is about talent. two individuals with incredible capability. they understand the technology in question and they understand the opportunity to bring seeds of an idea out into big commercial opportunities. and i think that talent is what matters and will have an impact for the entire innovation economy. not just a individual company. >> what are the biggest challenges they are going to face?

the president has embraced technology but there are problems like the rollout of healthcare.gov. >> sure. we will have plenty more challenges operationally in the years to come. you don't move a big $80 billion i.t. operation inside the federal government on a dime. you plant the seeds to make sure you have long-term success. i would suggest the following. one, we are in execution mode. they are going to take the playbook that my successor started in the first term and execute, execute, execute. i wouldn't imagine a lot of surprises or new concepts. they are going to put their stamps on these playbooks. they are going to execute with great rigor. >> what did you find was the hardest part of the job? >> it's about people and culture and change. it's ok to try new ideas and fail. making sure that the industries understood that part of innovation is creating the capacity for failure. that doesn't happen every day. it is less a technological challenge and kind of a cultural change issue. how do you bring the mindset to people that this is possible? that we can in fact have ubiquitous data flowing and people doing what they need to do. >> there are so many technological issues on the plate. n.s.a. revelations. the hacking of jp morgan. what should be the first thing on megan's to-do list?

>> execute the plan that todd park and his team had set up for her. launching with rigor a playbook for the digital service for the government and ensuring we have r&d investments, to create long-term economic opportunity and working as i hope alex will take the lead on, to execute the internet policy principles so when we make these very tough decisions on cybersecurity and privacy that we execute. the policies have already been written. we are not inventing new privacy policies. it's how do we execute new ideas that the president has been championing and see them to the finish line? >> so what does it mean in practice for silicon valley and technology companies like google? like facebook? like apple? how does the c.t.o. impact them? >> i hope it's an opportunity for an interface. we're not going to solve problems with government on its own or the private sector on its own but the public-private interface and i think the

principle role is to foster greater improvements between the public and private sector. as government opens more data, it allows entrepreneurs and innovators to consume it and to build new products and services. as the government works to shape privacy and security policies, it is working with the private sector to ensure that we engage on commerce on the internet, we can do so with confidence. the public-private interface is critical and having an individual at the white house who is understanding of these technologies makes the process easier. >> she is also an engineer. does that help? >> of course it does. what a statement that our third c.t.o. is a woman and a profession where we see a lot of room for improvement to bring more women in. what an inspiration for the country. i'm excited for her arrival. >> former u.s. c.t.o. aneesh chopra

. coming up, the wait is going to get a bit longer for alibaba's groups i.p.o. it could become the laragest in u.s. history. we'll tell you why the road show was delayed and what it means for alibaba next. ♪

>> you are watching "the best of bloomberg west," where we focus on innovation, technology and the future of business. i'm emily chang. alibaba's highly anticipated i.p.o. has been delayed. with the potential to be the largest offering in u.s. history, the chinese e-commerse giant is expected to raise about $20 billion on the new york stock exchange. the company's road show expected to start the week of september 3, will now start the week of september 8 because the f.c.c. wants some answers to some questions. this according to a person with knowledge of the matter who says the company may price on september 18 with trading starting the following day. i spoke with our bloomberg contributing editor paul kedrosky.

jeff sica, founder and president sica wealth management of and bloomberg ipo reporter leslie picker. i started by asking leslie what exactly the f.c.c. wants to know. >> according to the source who gave me this information, they were told that the f.c.c. would come back for comments late last week and depending on how detailed they were, how much more information the f.c.c needed, that would decide when they would start the road show. it became clear that what they were requesting was much more detailed and much more information-heavy than what they had initially anticipated. >> does this have anything to do the alipay situation? for example, the subsidiary that alibaba spun off a few years ago? i know there were questions about that. >> it is most likely something different. the company has addressed alipay in two filings earlier. one explained the history for investors and the most recent where they amended their agreement for alipay which

lifted the cap. the parent company could receive proceeds from that i.p.o. it looks like it is something else because it looks like the f.c.c. has gotten those questions out of the way. >> jeff, does this raise any red flags for you? we know i.p.o.'s get postponed all the time. this one in particular? >> i think it does. you have to keep in mind that alibaba has been able to survive and thrive in this cloud of secrecy. they have been able to execute a business plan which seems like flawlessly without anybody really knowing or understanding the model that they are able to achieve these types of results. it does concern me, because transparency, if you look at any of the clouds on the horizon, transparency is clearly one of them. >> paul, you were a tech analyst for many years. any concerns? any more concerns?

i know you have been nervous about alibaba anyway. >> yeah, i am nervous to the 10th power now. i'm still very nervous about it and i think we can speculate about what the cause of this particular day delay was, but surely there were some things in their most recent filing that were unsettling. when we talked about it, for example, there was this whole procession of one time items. both on the expense and the revenue side. in particular, examples are they very radically revalued their investments and then treated that as income for the purposes of their income statement and cash flow, which seems capricious in terms of how they did that, not a lot of justification. that is going to continue to be a pattern that you might expect given the number of investments they have made over the last 18 months, raising questions on how they plan to account for this. you're going to see wild fluctuations in cash flow and a lot of capriciousness in terms of how they treat income. what is income in a company like

this that has been built up by acquisitions? >> jeff, what is the top question on investors' minds as we get closer to the roadshow? >> i think the top question is there is a number of questions, but first is -- is alibaba going to be able to operate under the standards of the new york stock exchange? will they be able to provide enough transparency that investors will be confident and willing to invest in them? also, what is the sustainability of the alibaba model? that is very important because we are dealing with a model that is somewhat untested, with a scale that is much larger than anyone anticipated. it is really to see if this company that has done very well in china and has had potential in europe, whether it will carry over into the u.s. and whether investors are going to embrace it with very different ideas about transparency. >> we cannot forget that this is jack ma's second i.p.o.

alibaba.com went public on the hong kong stock exchange in 2007. it did not go so well. leslie, what are the similarities and differences here? >> the market backdrop is very similar. hong kong stocks were skyrocketing, similar to the records they reached every day, now here in the u.s. jack ma sure knows how to time a rally. as you remember, it was many, many times oversubscribed. it saw significant pop in its first day. we might see a little bit of a different situation from the parent company because it is so massive. it is harder to get multiple times subscriptions as well as a bigger first-day pop, but it is some interesting timing and similarities. >> bloomberg's leslie picker, jeff sica of sica wealth management, and our paul kedrosky. quick programming note on

alibaba. how did alibaba become china's first global internet company? what challenges did founder jack ma face? bloomberg television will show you in the global premiere of "the alibaba story: crocodile in the yangtze." it draws over 200 hours of footage filmed at the company's headquarters and at splashy corporate events hosted by jack ma himself. take a look. ♪ >> ♪ can you feel the love tonight ♪ >> to see more, don't miss the broadcast premiere of "the alibaba story: crocodile in the yangtze" on monday september 8, 9:00 p.m. eastern right here on bloomberg television. coming up next on the best of

"bloomberg west," microsoft is facing some challenges in china dealing with an anti-trust investigation. will it hurt the software giant's business in asia? that is next. ♪

>> welcome back to the best of "bloomberg west." i'm emily chang. microsoft is facing anti-trust pressure in china. they are looking into how microsoft sells windows software and microsoft office applications. authorities launched the probe and raided microsoft's china office in july. microsoft's ceo satya nadella will be traveling to china later this month. a microsoft spokesperson says that the trip was planned before the investigation began. they are committed to comply with laws and addressing the questions and concerns. i started by asking david evans how serious this is for microsoft.

>> for microsoft it is pretty serious when you have one of the chinese anti-monopoly agencies launching a significant investigation like this. certainly it is something that if i were running microsoft i would take very seriously indeed. >> what, exactly, is the chinese government so upset about? >> it is not clear. one of the difficulties with the investigations taking place in china is that it is not clear, at least, in the early stages of the investigation what, exactly, the allegations are. in the case of microsoft, there are various claims flying around concerning microsoft tying windows and internet explorer, which is a very old claim, about microsoft being very aggressive in terms of how it deals with anti-piracy issues in china.

but the full array of claims, i don't think we entirely know at this point in time. >> how much good can a visit from satya nadella do, gordon? we know that ceo's like tim cook go to china every year. >> tim cook, as chief executive, has been making an annual pilgrimage to china and it has not helped his company. beijing authorities have been attacking apple at every particular opportunity. people say you have got to go to china, got to show that you want to be the foreign paying tribute to the chinese, but i think there is a little bit in that but on the other hand, once you start to do that, you show weakness. the chinese authorities always jump. look at what happened to google. look at what happened to apple when they went to china. this is not a good story for microsoft. >> microsoft is not the only u.s. company facing an antitrust probe. you have got dell.

you have qualcomm. david, i believe that this is about a law that was put into place in 2008. why now? >> i think the point is exactly what you just said. the law was only passed in 2008. it has only been in existence for six years. in the world of antitrust, this is a baby antitrust law. it took about 50 years for the european commission antitrust authorities to really come to life and act as a professional agency. antitrust in china is really a very new thing. one of the things that you are seeing now is that antitrust agencies now need to take some time to learn antitrust, to beef up their staff, to figure out what they are doing. relative to how it is developed in other parts of the world, this is actually fairly quick, for china to take the antitrust law seriously and be using it so aggressively. if anything, it is surprising

that they are doing this as early as they are. >> gordon, you have been vehemently disagreeing. what do you have to say? >> law is not important in china. this is not a system of laws. the problem here is that state enterprises have become very powerful politically inside the chinese political system and they are undercutting foreign business. this has been going on for quite some time. also you have political distress among senior leaders fighting among each other and you can't compromise with foreigners. this is the closing of china from the rest of the world. it is a closing of the chinese mind. we have seen it across so many different platforms. i think that this is something fundamental, not just an issue with anti-monopoly laws. >> gordon chang, author of "the coming collapse of china," and david evans, global economics group chairman. well, the answer to some of

football's big questions may be very small. find out why the nfl is turning to quarter-sized sensors to track the health and performance of some of the league's biggest stars, next. ♪

>> welcome back to the best of "bloomberg west." i am emily chang. the 49ers are getting ready to play their first game this season. it showcases innovation in ways no other pro sports stadium has done before. but the stadium has already had its share of problems. traffic gridlock. the turf had to be ripped off not once but twice due to sodding problems. i got a look inside levi's stadium. 69,000 fans. >> i get crazy excited about it. >> 170 luxury suites.

>> i can't wait to see it. >> $1.3 billion. >> we are talking about a world class stadium. >> the san francisco 49ers are kicking off this nfl season in a brand new, state of the art tech-savvy stadium. intel and s.a.p. have signed on to be at partners at levi stadium and yahoo! is sponsoring the fantasy football lounge. >> we have more tech partners than probably any other sports stadium. that's because of the vision we are trying to build. we wanted this place to be the physical manifestation of silicon valley. >> 22,000 flat screen tv's are mounted throughout, and if that is not enough, fans can always look to the end zone. >> this is the largest outdoor hd video board. the players will run down the field and look at the video board to see who is chasing them. >> most cannot compete with the high definition experience fans get watching football at home. the new stadium is in santa clara, 45 long miles south of

san francisco, in the heart of silicon valley. that means it has to woo the smartphone set. >> these days, you can't get a photo or instagram -- maybe not even make a phone call because the lines are tied up or the bandwidth is not there. >> you will be able to check twitter, go to instagram, and most importantly, send texts. >> the niners have 29 engineers hired from companies like facebook and google. those engineers filled a special game day after instant replays. it is a cashless, ticketless experience where even concessions are ordered from your phone. >> anywhere you sit in the stadium, you can order beer or hot dogs to your seat. whether you are front row or upper deck -- that is half tech and half industrial engineering. >> wi-fi access points are within 10 feet of every seat and more than 200 phone charging

stations have been installed. internet bandwidth is 40 gigabytes. that is four times what the nfl mandates. but with all of that, what about traffic issues and tech glitches? >> there's going to be a learning experience for everybody. we tested a lot of sound and it's going to be very loud, but you won't know until you put 70,000 fans in here. >> one thing for sure. nobody is more pumped than the players. >> i just can't wait. i have dreams about this stadium. >> the nfl wants to keep vernon davis and other players healthy and in tiptop shape. to do that, it is using some quarter-sized sensors to track player movement. our editor-at-large cory johnson and i spoke with zebra technologies' general manager jill stelfox. zebra makes the censors. i asked jill how they work. >> we put quarter-size sensors in football players' shoulder pads.

they can tell you everything about their speed and movement 25 times a second. so very, very quickly. >> how can fans and coaches and players benefit from this? how do they use the information? >> in a couple different ways. for fans, one of those questions we like to ask ourself, why isn't that guy open? why can't the quarterback see the open receiver? questions like that. i think we'll now be able to see that through lines and speed trails behind players. >> espn on "sportscenter" does this wonderful stuff where they illustrate the play moving the player and letting everyone else hold still. are we going to see very different graphics as you work with those broadcasters? will they be universal across all different networks? >> we have worked on the graphics.

this is one of those things that is very new because when you track that subsecond movement, a bunch of new information becomes available. for example, the push of a line. the offensive line. what grouping of five people can make that push better than anyone else in the league? that is kind of an interesting stat and a new graphic that we'll be able to see. >> we were talking about the microsoft partnership with the nfl. a marketing aspect. i would imagine that you'll have data that coaches have never been able to see before and you are measuring that microscopically. >> we do. i think for the first time ever we'll be able to see microscopically how peyton manning behaves in the game and in practice, which will be fun for the coaches and it will help ultimately extend the careers of athletes because we can help them repair and recover after game faster if we know exactly their level of exertion.

>> cory johnson and zebra technologies' general manager jill stelfox. well, it started with selfies on your phones. now people are using drones to take moving selfies calling them dronies. "businessweek's" brad stone and i give it a try next. ♪

>> welcome back to the best of "bloomberg west." i'm emily chang. amazon, google, and facebook are not the only ones testing drones for their own use. enter the latest craze. the dronie, using a $1,300 drone to take a selfie. "bloomberg businessweek's" brad stone and i took it for a spin. let's do it. what do we got? >> this is a somewhat expensive but fun toy.

it is made by a chinese company. it is the phantom 2 vision plus. it is a drone. they have a camera in the bottom. you have a great game controller and you take videos. >> tell me about dronies. that seems to be the next big thing. >> i guess a dronie it is the drone version of a selfie. you fly your expensive drone up in the air and take a picture of yourself and then you post it on twitter. >> it is not the easiest thing to do. you have been working on it for a few weeks trying to figure it out. >> it is not that easy to configure. they can make it more user-friendly. practice is rewarded. i made the mistake of flying it without much practice and had some crashes. >> i have heard of some people who lost their drones in the bay.

>> this is the sort of classic journalism. >> twitter has a dronie account. companies are using it for marketing? >> i am starting to see dronies from burning man this year out in the nevada desert. it is more of a fad maybe than a thing. i wonder if we will be doing it next year. >> let's give it a try. i'm impressed. ok. landing. >> here we go. >> whoo! captain stone. drone pilot reporting for duty. >> i'm going to keep my day job. >> you can add that to your resume. seriously, are these things just gimmicks? >> there are real estate agents using them to do flyovers of a property. obviously they are small and relatively affordable. when you go higher end, you have

mining companies using it to prospect territories and of course the military. this is a very low end of a line of hardware being deployed. >> not to mention all of the drone enthusiasts. >> i will say i tried to deliver an amazon package with this thing and it did not work. >> we will wait for the octocopter. all right. here is to our first dronie. joining me now, the drone pilot himself, brad stone. we did it. you did it. >> i'm glad we didn't use the footage of me crashing. >> luckily no one was hurt in that operation, but we got our first dronie. it is a gimmick. >> it is fun. the thing when you have one of these things, they are irresistible. i keep bringing it out and playing around with it. you know, i'm not going to say it is worth $1,300 because it is an expensive toy, but it is a lot of fun. >> "bloomberg businessweek's"

brad stone. that was fun. that does it for this edition of the best of "bloomberg west." you can catch us monday through friday 10:00 a.m. and 3:00 p.m. in the west. 1:00 p.m. and 6:00 p.m. in the east. we'll see you next week. ♪

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