Interview with the marketing director and one of the founders of ABES
The first guest of this series of interviews is Carlos Sacco, entrepreneur, specialized in solutions to reduce the costs of companies with telecommunications, market intelligence and mentor of the InovAtiva Brasil project. Marketing director at ABES, Sacco was part of the group formed by 16 companies that founded the association in 1986. He was also president of the entity for two terms (1991-1994 / 1995-1997).
You are a founding member of ABES. Could you tell us about the entrepreneurial movement that led to your creation?
The main motivator was the beginning of the commercialization of imported software in the Brazilian market. The country did not have specific legislation on this type of trade, not even rules that defined how royalties should be paid. In other words, the ICT sector basically did not exist. It was only in December 1987 that the country enacted its first law and ABES participated in the drafting of this legislation (Law 7646), to meet the needs of a nascent market. At that time, we brought to Brazil the famous Lotus 1-2-3, one of the first electronic spreadsheets on the planet. This software is considered one of those responsible for the popularization of computers in the world, because of its usefulness in companies, regardless of size.
– What were the main challenges in your two administrations in the 1990s, a period marked by the boom in personal computers and the beginning of internet access?
There were many challenges, which continue to this day. In 1989, ABES launched the campaign to combat copyright infringement. Today, software piracy in Brazil is around 50%. This percentage has been decreasing year after year, but it is still very high and we cannot weaken our focus on this action. Another challenge that I can mention was in the tax area related to ICMS. This debate always returns to the scene, showing that the dialogue between entrepreneurs, represented by ABES, with the government is essential. I also highlight the edition of the new Brazilian Software Law (Law 9609), in 1998, which is still in force today.
– How do you analyze the changes in the software market, since the foundation of ABES until today?
Software is essential for economic and social growth, as it is the program that gives intelligence to equipment. Today, software is integrated into people's lives, it permeates activities without the individual being able to understand information technology. When waking up in the morning, the alarm clock is the cell phone alarm; when you go to an appointment, it's the app that shows you the right way and with less traffic. It really is a new and promising world.
– What are your prospects for the software and services market in the coming years?
The prospects are positive, even with the crisis that Brazil is currently going through. Our country represents a thriving market, with solid companies. We see the internationalization of national companies, with Brazilian solutions that are winning the world. In addition, the national market is more favorable for entrepreneurship in the area of software and with a very structured startup ecosystem. Today, I am a mentor at InovAtiva, a startup acceleration program run by the MDIC – Ministry of Development, Industry and Foreign Trade, in which I share my experiences. So, we have worked since the foundation of ABES to highlight this relevance of software, encourage Brazilian companies and create an ecosystem conducive to doing business and investing in innovation.
– As an IT professional who has followed the evolution of the software market in recent decades, what advice would you give to young people and entrepreneurs who are entering the sector?
I advise entrepreneurs who are concerned with preparing the company also in the areas of finance, human resources management, marketing and legal, among others. It is not healthy for business success to focus only on software, that is, on the technical side. Young people should seek support from agencies such as Sebrae, accelerators or incubators, for example. This assistance takes place through coaching or mentoring, accelerates learning and helps to reduce errors.
– What are your goals and challenges ahead of the ABES Marketing Board?
The goals are not just mine, but those of the entire ABES board, as we aim to offer more and more services that meet the needs of associates, such as the increase in legal services, creation of new work committees, in addition to the health plan, made available by CAESBRA – Caixa de Assistência das Empresas de Software e Serviços do Brasil and A2G Corretora de Seguros, which already benefits 80 associated companies with 1400 lives. In 2016, we plan to hold more events and courses focused on business management. We have more than 1600 associated and affiliated companies. We have completed 30 years of existence, attuned to trends and always thinking about the growth of companies in the sector as a whole.
See also the interviews with the former presidents of ABES Daniel Boacnin and Jorge Sukarie.
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