Aceleratic: cinco años, y todo será diferente

En la Xornada Aceleratic “Novos mercados, novos clientes, novos paradigmas” organizada por CDTIC, Amtega y la Escuela de Negocios Afundación en junio pasado, descubrimos hasta que punto pronto todo será diferente. En el evento se presentó el plan de formación “Pensa en futuro, actúa en dixital” dirigido a la transformación digital de las PYMES.

Las jornadas fueron presentadas por Francisco Álvarez, Director. de Márketing de la Escuela de Negocios A Fundación y por Mar Pereira, Directora de Amtega.


El conferenciante central invitado fue Pablo Foncillas, profesor del IESE especializado en economía dixital. Foncillas planteó un panorama  en el que será muy difícil no estar digitalizado  sin quedarse fuera del mercado. “Tu empresa será un algoritmo”, dijo. “No gana el mejor o más rápido, sino que el aporta y añade un valor a su producto”. Valores como diferenciación, hiperservicio, servificación, interconexión extrema, omnicanalidad. La desintermediación y el acceso de los grandes productores directamente a sus mercados, eliminará muchos tipos de negocios basados en la intermediación. La automatización eliminará puestos de trabajo y es urgente reconvertirse.

Aceleratic2

EnMateria nos interesó mucho todo el tema relacionado con los contenidos que deben dirigir las empresas, que sufren una transformación hacia la focalización, los contenidos episódicos, distrificados “un palabro que me inventé yo”, dijo. Además, internet es la era de la imagen en todas sus formas.


También fueron excelentes las intervenciones de Kaleido Logistic acerca de todo lo que las TIC pueden hacer para un sector tan complejo en su coordinación como el logístico, y los recursos .


Jorge Mahía, creador de la imagen de Afundación, entre otros grandes proyectos, nos dio una intervención breve pero magistral sobre entre otros temas, inteligencia de clientes con claras alusiones a las dificultades del FinTech ante la nube de startUps que amenaza muchos de sus productos y la necesidad de adaptarse a estos nuevos lenguajes tecnológicos.

Y mencionó tres actitudes ante las decisiones drásticas que anunció en todos los sectores en el corto plazo:

– abanderar procesos de cambio
– voluntad de innovación
– conciencia histórica de la evolución de los procesos

Indicó que no es mañana, es hoy cuando se impone ser capaz de coordinar la oferta on line con el off line. Hay que automatizar procesos, y que permitan mantener interacción diaria con el cliente. Ser capaces de construir algoritmos que permitan saber lo que necesitan en todo momento. Todos los colaboradores deben adquirir cultura digital y sumarse a una cultura en la que todo es medible.


Finalmente fue muy precisa y la vez muy importante la intervención de Inmaculada BernalAceleratic3 de Viña Costeira, empresa que implantó un importante proceso de digitalización a partir de sus nuevas generaciones de empresarios. Todo ha cambiado en la empresa, que ha vuelto a números altos gracias a un ERP, CRM y cambiar la web de un concepto tradicional, al de portfolio. Esto les ha permitido vender a sus clientes en todo el país sin interferir con sus canales de distribución. Se mostró partidaria de las redes sociales y los nuevos sistemas de publicidad eficientes que ofrecen.

 

Autor: Euri Castillo

Licenciada en Periodismo, mi experiencia profesional comienza en la prensa y poco a poco se amplia a otras materias como: edición editorial, elaboración de material didáctico y comercio electrónico

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