Entrepreneurs in the IT sector from one of the country's innovation hubs highlight the novelties that could revolutionize markets and businesses this year
Santa Catarina is a technology and innovation hub. Proof of this is that the state is home to 2,900 IT companies, which employ over 47,000 employees and earn R$ 11.2 billion per year, according to the ACATE Tech Report, developed by the Santa Catarina Association of Technology Companies in partnership with Neoway. The Santa Catarina IT sector produces solutions for all branches, from the most traditional such as Health to more recent ones such as Digital Marketing. Specialists who study and develop these technologies here in the state decided to bet, each in their own area, which will be the great trends of 2017. Check out the result:
Blockchain
THE blockchain has the potential to revolutionize the way we handle processes. Piero Contezini, CEO and co-founder of fintech wings, explains that the blockchain is a distributed list of any information, where the veracity and authenticity of the information is validated through acceptance of the changes by all members of the network. “Imagine a public book, where all your copies are instantly updated, no matter where they are. In practical terms, it is the complete replacement of all models of centralizing data authentication units. Therefore, even notary offices would be necessary if the legislation adopted a format of blockchain to recognize
officially the documents”, he says.
Artificial intelligence
Playing against the computer and relying on the help of electronic devices are already common routines nowadays. Artificial Intelligence, however, tends to reach even higher levels in the coming years, directly impacting the way we interact with the computer and how we work. The technology is already among the ones that receive the most investments from large companies, resulting in important innovations such as IBM's Watson and Apple's Siri. According to Jean Paul Vieira, Development Director at Senior, the need to save time, customers and money makes technology the protagonist and ally of consumers and companies, especially in a scenario like the current one. “Systems that use artificial intelligence optimize processes, streamline activities, contribute to engagement and promote productivity, goals pursued by large and small companies,” he says. As of 2017, augmented reality applications, drones and virtual assistants should become part of organizations' daily lives. “At Senior, for example, we are working so that throughout 2017, when an employee needs to know information about his vacation balance, he will ask Sara, a virtual assistant developed by the company’s Applied Research team, who should continue to seek technological developments. that facilitate and simplify business processes”, says Jean.
Big data for business intelligence
For Rafael Assunção, CEO of Valuenet Incentive Solutions and entrepreneur with more than 20 years in the market, among the main technological trends aimed at relationship marketing is the optimization of digital platforms - as is the case of incentive, relationship and loyalty programs - with a strong structuring of the big data. The investment in this resource provides important inputs for the area of business intelligence, with positive impacts for business. “The information generated with the support of the big data are essential for managers and directors in the planning of actions, to promote interactivity and allow real engagement with companies. Investing in this trend is important, as a good database increases the business's market intelligence, guiding decision-making that may impact your business. market share”, explains Asunción. Thus, it is possible to plan action strategies to scale sales, increase ticket average and retain customers (with the rate monitoring churn).
growth hacking
The concept of growth hacking, which is experiment-oriented marketing, should be strengthened for all types of business in 2017. André Siqueira, marketing director at Resultados Digitais, explains that this methodology consists of focusing efforts on the company's main problem, then thinking about how evolve and prioritize the best ideas, then model the simplest way to test the new idea (and apply it), learn from successes and failures, and finally use the learning to generate new tests. This innovative and aggressive marketing strategy model developed in Silicon Valley has been adopted in many businesses. “More and more companies are gaining exposure on mass media channels with unconventional tactics, independently with low investment. This is a way of working on the growth of your business, based on the empirical construction of best practices through hypotheses and experiments”, says Siqueira.
smart cities
Smart cities are projects that use technologies intensively in certain urban spaces. When analyzing the ranking of the 100 smartest cities in Brazil, it can be seen that 80% of the top ten positions are occupied by capital cities, which face almost exactly the same problems of land occupation, mobility, flooding, insecurity and social segregation. “It is logical that something is not working as it should, and it needs to change”, says Diego Brites Ramos, engineer, director of the Connectivity vertical of the Santa Catarina Association of Technology Companies and president of Teltec. Also according to Ramos, from a technical and engineering point of view, Santa Catarina cities are in good condition to develop initiatives to improve the quality of life, mainly due to the support that this series of devices needs to share its data: the internet. “From the simple popularization of wireless connections in public places, we will be able to collect information that will support planning actions and the development of public policies for managers. Use the big data, a cloud computing and the internet of things (IoT) to transform reality and the spaces we use is to be truly smart. That is why we need to act, and it is essential that it is now”, he says.
Smart Sensors
Increasingly, the buying and selling processes have been transferred to the digital environment and this movement generates new needs for logistics technologies. For Humberto Matesco, CEO of HBSIS, the exponential growth of virtual stores also drives the development of solutions for managing storage and distribution information, technologies that have become, necessarily, digital.
Blockchain
THE blockchain has the potential to revolutionize the way we handle processes. Piero Contezini, CEO and co-founder of fintech wings, explains that the blockchain is a distributed list of any information, where the veracity and authenticity of the information is validated through acceptance of the changes by all members of the network. “Imagine a public book, where all your copies are instantly updated, no matter where they are. In practical terms, it is the complete replacement of all models of centralizing data authentication units. Therefore, even notary offices would be necessary if the legislation adopted a format of blockchain to recognize
officially the documents”, he says.
Artificial intelligence
Playing against the computer and relying on the help of electronic devices are already common routines nowadays. Artificial Intelligence, however, tends to reach even higher levels in the coming years, directly impacting the way we interact with the computer and how we work. The technology is already among the ones that receive the most investments from large companies, resulting in important innovations such as IBM's Watson and Apple's Siri. According to Jean Paul Vieira, Development Director at Senior, the need to save time, customers and money makes technology the protagonist and ally of consumers and companies, especially in a scenario like the current one. “Systems that use artificial intelligence optimize processes, streamline activities, contribute to engagement and promote productivity, goals pursued by large and small companies,” he says. As of 2017, augmented reality applications, drones and virtual assistants should become part of organizations' daily lives. “At Senior, for example, we are working so that throughout 2017, when an employee needs to know information about his vacation balance, he will ask Sara, a virtual assistant developed by the company’s Applied Research team, who should continue to seek technological developments. that facilitate and simplify business processes”, says Jean.
Big data for business intelligence
For Rafael Assunção, CEO of Valuenet Incentive Solutions and entrepreneur with more than 20 years in the market, among the main technological trends aimed at relationship marketing is the optimization of digital platforms - as is the case of incentive, relationship and loyalty programs - with a strong structuring of the big data. The investment in this resource provides important inputs for the area of business intelligence, with positive impacts for business. “The information generated with the support of the big data are essential for managers and directors in the planning of actions, to promote interactivity and allow real engagement with companies. Investing in this trend is important, as a good database increases the business's market intelligence, guiding decision-making that may impact your business. market share”, explains Asunción. Thus, it is possible to plan action strategies to scale sales, increase ticket average and retain customers (with the rate monitoring churn).
growth hacking
The concept of growth hacking, which is experiment-oriented marketing, should be strengthened for all types of business in 2017. André Siqueira, marketing director at Resultados Digitais, explains that this methodology consists of focusing efforts on the company's main problem, then thinking about how evolve and prioritize the best ideas, then model the simplest way to test the new idea (and apply it), learn from successes and failures, and finally use the learning to generate new tests. This innovative and aggressive marketing strategy model developed in Silicon Valley has been adopted in many businesses. “More and more companies are gaining exposure on mass media channels with unconventional tactics, independently with low investment. This is a way of working on the growth of your business, based on the empirical construction of best practices through hypotheses and experiments”, says Siqueira.
smart cities
Smart cities are projects that use technologies intensively in certain urban spaces. When analyzing the ranking of the 100 smartest cities in Brazil, it can be seen that 80% of the top ten positions are occupied by capital cities, which face almost exactly the same problems of land occupation, mobility, flooding, insecurity and social segregation. “It is logical that something is not working as it should, and it needs to change”, says Diego Brites Ramos, engineer, director of the Connectivity vertical of the Santa Catarina Association of Technology Companies and president of Teltec. Also according to Ramos, from a technical and engineering point of view, Santa Catarina cities are in good condition to develop initiatives to improve the quality of life, mainly due to the support that this series of devices needs to share its data: the internet. “From the simple popularization of wireless connections in public places, we will be able to collect information that will support planning actions and the development of public policies for managers. Use the big data, a cloud computing and the internet of things (IoT) to transform reality and the spaces we use is to be truly smart. That is why we need to act, and it is essential that it is now”, he says.
Smart Sensors
Increasingly, the buying and selling processes have been transferred to the digital environment and this movement generates new needs for logistics technologies. For Humberto Matesco, CEO of HBSIS, the exponential growth of virtual stores also drives the development of solutions for managing storage and distribution information, technologies that have become, necessarily, digital.
Second search carried out by GCE (The Center for Global Enterprise), in addition to improving the Internet of Things and mobile solutions, the use of smart sensors is a trend in the area: it is estimated that, by 2021, there will be an increase of more than 10% in their presence in the market. “The expansion of this technology should allow its incorporation into various devices for control and inventory operations, for example, generating data that will dramatically impact the way companies manage physical and virtual operations”, analyzes Humberto.
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