Colombia. During the WebCongress several topics of great interest to the audiovisual industry were touched, one of them had the participation of the Digital Leaders of Colombia (Daniel Quintero - Edgard Jaramillo - Olga Britto - Eduardo Santoyo - Marcelo Liberini), facing the great question about the trends of the industry in the digital age, this was what they shared with us:
Daniel Quintero, Vice Minister of ICT, is an expert software developer, with 10 years of experience in the sector. He served as Manager of INNpulsa Colombia between 2015 and 2016, as well as Founder and Manager of the company Intrasoft S.A. Colombia between 2005 and 2015. Likewise, he is an Electronic Engineer from the University of Antioquia and a specialist in Finance from the Universidad de los Andes: "We have many challenges that belong to the past and many challenges that what I would call the future, but that today is already the present, in the first World Economic Forum it was spoken; in the next 5 years they are going to preside over 7.5 million jobs due to the digitalization of the economy, in Colombia there are around 800 thousand taxi drivers, just to say a fact, 453 thousand trucks, there are challenges that are of all world economies, but for the ICT Ministry the challenge is in our field, on our sidewalks. This government and this Ministry has connected as never before to the country, today we are even above the percentage of connection of developed countries, but the challenge that we are going to have now is to go to connect the sidewalks and achieve what some call, the Internet of the Farms, that is the challenge that we are going to have forward from MINTIC ".
He added that "Understanding the current moment implies understanding that the growth of the world economy was static, it took us 200 thousand years to double the size of the global economy from when we were fruit pickers and hunters until the agricultural revolution, after that, every two centuries we doubled the economy and doubled it now every 6.2 years already, it is an exponential line, understanding that implies three challenges, one to connect and we are very good in relation to the region, countries like Peru and others, are copying the strategy of Vive Digital de Colombia, to connect massively, make investment of the State to connect the cities of the country, we have 1045 connected and 47 of these in the most remote areas, is second great challenge, it must be that of productivity, how do I get technology to the industry?, there is an opportunity of 3.7 trillion dollars on the world economy naming only the last 5 years, look at how technology is landed in the industry and adds value, there is a very big challenge still, if our labor productivity is compared to that of the United States, it is no more than 22 points something percent, then if there is a place where you have to put an effort and that is it. But there is a greater challenge to everyone, which is going to be the great challenge of the coming years and that is the transformation of democracy and government in general, people no longer even want to be heard, people already want to govern through technology, but at the same time there are factors that I mentioned at the beginning of social dissatisfaction after the loss of employment, that it is going to become a threat to democracy itself."
Edgard Jaramillo Manager of Digital Business Group for South America at IBM, MBA Tulante University, Specialist in Finance from the Universidad del Rosario and Industrial Engineer from the Universidad de la Sabana, 23 years of experience in sales, finance and operations in companies such as Nortel Networks, Lenovo and Dow Química: "First, I share with you from the point of view of technology and information I give you some data that speaks for itself, in the case of ICT in Colombia are invested this year around 2500 million dollars and that corresponds to the investments made by both individuals and companies, that size of the market has doubled in the last six years. Second, Colombia has more cell phones than its population, of which 60% are Smartphone and the penetration of the Smartphone indicates that in two or three years possibly 90% of the population has a Smartphone, so what do I read behind those figures?, first, that access to digital has a very low barrier to entry, to enter the digital world is very easy, second, what I see is a challenge forward, the issue of Bitcoin money, the issue of the Cloud, the issue of Artificial Intelligence, are issues that we are living, not the same as the developed markets, but we are on that path, the challenge that this digital issue has, is going to be, how to manage digital activity?, the digital presence is very easy, the question is, what is the relevance that I want to have as a company understood digitally?, I am going to give you one more data and with this I finish, in Colombia about 180,000 companies are created annually, of these, more than 80,000 are based on a digital development, then the digital issue does not have to do only with the concept of developing something based on technology tools, it goes much further, it is the development of business models, so the challenge we have as a country, in my vision, is not only how we continue to incorporate technology, which already has a very low barrier to entry, No, nowadays an entrepreneur who needs to undertake a digital application?, a cloud access and a development application, that can be worth less than 500 dollars exaggerating, the challenge is not to develop digitally, the challenge is how it is to be digitally relevant in the future and how the business model will be to be successful in that digital era.
Olga Britto Executive Director of IAB Colombia, leads the executive direction of IAB Colombia who is the highest authority in the digital industry globally for 9 years to more than 150 leading companies in the industry: "Three years ago when we did the digital advertising investment report at IAB, I could tell you that practically the mobile issue did not even mark, at this moment and I project myself three years later, advertising investment will not only be in digital, mobile technology is already the third medium, after television and radio, but also that investment in mobile is in the order of 46%, then, we are definitely seeing great changes and by 2020, surely this figure will be 60%, which is very likely, in the same way that we will be over 20% of the share or share of the advertising market, which is also growing rapidly as in other more developed countries."
Eduardo Santoyo General Manager of .CO Internet SAS .CO, business administrator of the Universidad de la Sabana and with an MBA from the Adolfo Ibañez University of Chile and INCAE of Costa Rica: "I think that one of the most important issues is that we are losing the ability to surprise ourselves, every time we are taking as more natural the evolution and development that is being had in our lives, in everyday life in the exercise of our social life, in the exercise of our citizenship, with more and more facilities that exist in the economy and in the digital world, almost no one realizes when he began to use WhatsApp as a communication mechanism, that got us aside and today it becomes an indispensable instrument for almost everyone to be present, we talk about the internet of things, because we are no longer talking, it is in force, it is being executed and the way we do many activities of our daily lives is transformed, we have lost the ability to surprise ourselves but not the ability to innovate."
Marcelo Liberini Vice President Digital Caracol Next, listed as one of the precursors of the digital industry in Argentina, with more than 20 years of experience in developing new strategies related to digital issues: "What I have seen, is what is perceived in many other geographies, the exponential growth in information and these audiences that were here for two days show a lot of interest in learning, for winning what in other times could not be done, and we are in that period, in this exponential growth, forward what you see is much more digital entrepreneurship, I have been surprised by very good digital entrepreneurship, some amazing applications that are already a reality and many others that the State promotes on many branches, it's like an explosion and I'm very happy to be in this country right now."
Let's understand that Colombia is living an important moment of the new business era, the revolution occurs from the academic and we must prepare to face this immediate future, understand and know the best practices of interactive and "cyclable" content, Stories in Social Networks, monetization of Apps and videos, artificial intelligence, virtual reality, logistics with drones, chatbots, wireless mobile payments and much more.
Text written by Luis Pinto, advisor of TVyVideo+Radio.
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