Technology and digital transformation for Latin America

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   The InNet team, together with​ our commitment to develop business in Latin America for exponential growth in sales and market​ We wanted to generate value for our clients through this talk together with Martín Zalaya Partner and Co-founder of the company and Josh Weinrobe, who has extensive experience in digital business development in companies such as IfThen Digital and Turner.

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   Together with them, we talked about​ digital tools, technological transformation within Latin America, adaptability and changes after the pandemic​ from a point of view from the experience and applicability that each one has within their companies.

How is the current panorama of companies to develop digital companies in Latam?

Within the development of foreign companies in Latin America, Josh tells us how he has seen that many companies do not know how to start, since they do not know the set of 20 countries in which the markets, despite their geographical proximity,​ they have different cultures and strategies that become a key piece to guarantee a success in the incursion.

So, it is important to know the rules of the game that each country proposes, it must be carefully analyzed to be able to enter the local markets in an adequate way, especially in these times where the reality is that​ The opportunities within Latin America in the face of digital growth are fully visible.

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   Among the main strategies that Josh tells us through his experiences, he argues in addition to the understanding of business development,​ the alliance with local people who will guide in a better way​ the inclusion of the brand within each country.

It also highlights some important points within the business culture in Latin America:

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•  Social relations​ as an important part of business development where it is pleasant and facilitates processes.

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•  Proper handling of ups and downs​ within the constant changes in the elements surrounding the economy and the market, it is different from other countries and continents that before the Covid, they did not have a concern for sudden changes in financial and political factors.

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•  Adaptability between each culture​ and way of doing business within each country and region, we are part of the same category and territorial area but the truth is that each country has its complexity and its differentials.

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•  Adaptability in industries with companies that want to expand to Latin America  Josh provides us with two business models under different industries whose difference was success and failure upon arrival in Latin America. On the one hand, there are videogames, those that culturally do not have a change between country and country, they become widespread regardless of a market pattern and that can also easily travel across borders.

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   At this point, the type of product or service that the company offers, in this case, video games also has a lot to do with it.​ have a similar dynamic and attraction between countries avoiding cultural obstacles​ that could be presented in other types of industries.

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   On the other hand, we have the case of Home Depot, who tried at the time to expand to Latin America. What was the mistake ?: "Assuming that Latin American consumers wanted to put totally wrong products on the shelves."

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   They did not analyze the market, the needs, and did not adequately understand all the elements of the country they were going to enter.

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   How is Covid affecting companies within the business ecosystem in Latin America?

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   Although many companies have been affected by the health situation,​ digital transformation has been a great opportunity​ and above all from mass consumption as indicated by Martín. For Josh, this new reality is part of an acceleration of trends, where the concept of digital transformation has been talked about for many years that today came suddenly almost out of obligation.​ "The companies that today are winning in this area are those that already had a plan."

The entire market in startups are being divided into two groups, on the one hand

there are industries where there is no way to easily switch to a digital model,​ This is the case of the cinema, airlines or restaurants that are purely social activities, they are businesses that are suffering the most.

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   Now, there are the categories of retail or professional sports that have had a digital solution but have not used it in a massive way, as some companies have even done​ using the concept of curbside pickup​ where:​ "You can order an appliance online, you go through the door of the establishment, they put it in the trunk of the car and you go on your way."

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   By last,​ it is necessary for companies to have an innovative and disruptive solution,​ just as industries such as telecommunications or media & entertainment have done who​ have been able to reach the consumer digitally and allow the personalization of services​ that are currently being seen and will continue to be seen in the short and medium term.

From InNet we will continue working with companies in their development and international expansion in Spain, Portugal and Latin America through the analysis, evaluation, agreements and relationship of opportunities for the attraction of clients and sales management.

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