Guest opinion

Guest opinion

Ministry of Culture The Mexican film industry

Canal 22 Mexico’s cultural channel transcends borders

Mexican ITs Going viral

Negocios para exportadores

III - 2016

From proméxico The Mexican government has identified information technology and creative industries as strategic sectors for economic development, because they are pillars of innovation to other sectors and industries such as aerospace, automotive, medical devices, and electric-electronic to name but a few. Previously, the main strengths of these sectors in Mexico that we promoted were their competitive costs and the country’s strategic location. Today we promote “knowledge” as the country’s main competitive advantage, based on their human capital, creativity, and capacity for innovation. In fact, each year 120,000 engineers and technicians graduate in Mexico, from which nearly a half are IT and software graduates. According to A. T. Kearney, Mexico is the fourth most attractive destination worldwide for outsourcing information technology services. And, according to Gartner, Mexico is the third global producer of IT services. Certainly, the future is even more promising for this sector, considering the tele-

communications reform, which will be an important enabler of services and will accelerate the penetration of broadband Internet in Mexico. Thanks to this, the sector in our country will become ever more competitive. Another important action to strengthen the sector is the Guadalajara Ciudad Creativa Digital (Digital Creative City), which will become the most important development center for audiovisual content and multimedia in Latin America. With the aim of further promoting the scope of this sector in the coming years, ProMéxico recently published the roadmap on “The Internet of Things”. With a triple helix model, ProMéxico, together with industry chambers, the private sector, and academia, developed a document that marks the milestones, goals, and the way forward for this industry. This edition of Negocios ProMéxico addresses these and other issues regarding information technology and creative industries in the country, export opportunities, investment, and development, as well as the competitive advantages Mexico has.

Welcome to Negocios ProMéxico! Francisco N. González Díaz CEO ProMéxico

Table of Contents March 2016 Guest opinion

21

26

48

Ciudad Creativa Digital By Carlos Gutiérrez

The Mexican film industry

Canal 22 Internacional

IT business matchmaking forum

by Dr. Juan Carlos Domínguez

Interview with Orissa Castellanos

By ProMéxico

The Lifestyle

The Complete Guide to the Mexican Way of Life

courtesy of mexico tourism board

15

Mexico in the world

Cover Feature

The importance of IT and innovation By Beatriz Velázquez Soto

Mexico’s landscapes

take on leading roles By Mexico Tourism Board

photo

11

60

photo

Briefs

17

28

56

figures

62

Jewelry,

Mexico’s partner 32

National Soft de México

Guest opinion 40

Interview with Farique Cetina

34 SoluONE

Heuristic Center for Innovation and Development in Information Technology

Interview with Jorge Solís Buenfil

Interview with José Raúl Zapata Pasos

36

Vectium Sureste

Interview with José Luis Estefani

38

Kwan Tecnología

Interview with Daniel Castañeda Castro

42

Scrombow Group

Interview with Mauricio Covarrubias Espino del Castillo

44

The Lift

Interview with Avelino Rodríguez

46

Corporate Travel Services

Interview with José Luis Castro

24

Televisión Educativa



By Gustavo Lomelín Cornejo

a national quality By Andrés Fonseca

65

The game business By Luis Fernando Teca

50 CAPIM Interview with Alfredo Pacheco Vázquez and René Alberto Mendoza Acosta

52

CENTRO Edu



By Alejandra Barroeta Lara

54 TechBA Among the top five business acelerators in the world

By Carolina Ruiz

66

67

Music industry

Mexico around the world in full volumen By Rodrigo Cansino

The National Health Laboratory Fighting cancer and diabetes By Rodrigo Cansino

photo archive

06

photo courtesy of centro edu

01

Interview with Eva Sangiorgi

photo archive

From ProMéxico

photo courtesy of ficunam

FICUNAM

rescues cinematic gems

photo archive

archive

58

Para exportadores ProMéxico Francisco N. González Díaz CEO

Inocuidad alimentaria,

Felipe Gómez Antúnez Director of Publications and Content [email protected]

oportunidad para las exportaciones mexicanas

Advertising [email protected]

Por Gabriela Lugo Méndez

Cover Photo Archive

74

Diseño, edición y redacción Delirio. Servicios Editoriales, SA de CV

Editorial BOARD consejo editorial Ildefonso Guajardo Villarreal Enrique Jacob Rocha Francisco N. González Díaz Embajador Alfonso de Maria y Campos Castelló Luis Miguel Pando Leyva Francisco Javier Méndez Aguiñaga Pablo Charvel Orozco

foto proméxico

Francisco de Rosenzweig Mendialdua

Ana López Mestre Jaime Zabludovsky

Ulises Granados Quiroz

Download the PDF version and read the interactive edition of

This publication is not for sale.

Negocios ProMéxico at negocios.promexico.gob.mx.

Its sale and commercial distribution are forbidden.

El nuevo Detroit de América Por Fabián Gamba Labastida

76 Inadem

Convenciones internacionales Ales, Outsource2LAC y MipCancún Por ProMéxico

72

Acuerdo TequilaCachaça México y Brasil los reconocen como productos distintivos Por ProMéxico

78

Oportunidades de negocio

destinará 400 mdp a la industria de videojuegos Por ProMéxico

79

foto archivo

ProMéxico is not responsible for inaccurate information or omissions that might exist in the information provided by the participant companies nor of their economic solvency. The institution might or might not agree with an author’s statements; therefore the responsibility for each text is the writers, not the institution’s, except when stated otherwise. Although this magazine verifies all the information printed on its pages, it will not accept responsibility derived from any omissions, inaccuracies or mistakes. March 2016.

foto archivo

Negocios ProMéxico año 9, número III, marzo de 2016, se imprimió un tiraje de 8,000 ejemplares. Impresa por Cía. Impresora El Universal, S.A. de C.V. Las opiniones expresadas por los autores no reflejan necesariamente la postura del editor de la publicación. Queda estrictamente prohibida la reproducción total o parcial de los contenidos e imágenes de la publicación sin previa autorización de ProMéxico. Publicación gratuita. Está prohibida su venta y distribución comercial.

El Bajío

foto archivo

Negocios ProMéxico es una publicación mensual editada por ProMéxico, Camino a Santa Teresa número 1679, colonia Jardines del Pedregal, delegación Álvaro Obregón, CP 01900, México, DF; Teléfono (52) 55 5447 7000. Portal en Internet: www.promexico.gob.mx; correo electrónico: [email protected]. Editor responsable: Felipe Gómez Antúnez (alta en trámite). Reserva de derechos al uso exclusivo No. 04-2009-012714564800-102. Licitud de título: 14459; licitud de contenido: 12032, ambos otorgados por la Comisión Calificadora de Publicaciones y Revistas Ilustradas de la Secretaría de Gobernación. ISSN: 2007-1795.

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foto cortesía de secretaría de economía

breveS

Silvia Núñez García María Cristina Rosas González

foto proméxico

Gabriela de la Riva

Brasil

80

BRIEFS

BRIEFS

ELECTRICAL

AGRIFOOD

The public utility is currently tendering 26 gas pipelines in Mexico, for an investment of 15.2 billion dollars. According to the Comisión Federal de Electricidad (CFE, Federal electricity commission), this means an increase of more than 700 kilometers, and bring cheaper natural gas across the country to generate electricity at a lower price. Generating electricity with fuel oil, represents a cost of 1,122 pesos per megawatt, but if it is generated in plants that have been converted to combine it with natural gas, the cost is reduced to 503 pesos. Finally, when it is generated in combined cycle plants, the cost drops to 306 pesos per megawatt.

This group, specializing in dairy products and derivatives, announced it will purchase all the shares of the firm La Perfecta with its own resources. La Perfecta is a Nicaraguan company established in 1959 that manufactures and sells milk, dairy products and juices in the Central American region. In Nicaragua it operates a distribution network that reaches over 250,000 outlets and has a portfolio of eight brands, with sales in excess of 46 million dollars.

www.cfe.gob.mx

photo archive

Grupo Lala purchases company in Nicaragua

photo archive

CFE seeks to invest 15.2 billion dollars

www.grupolala.com

AUTOMOTIVE

Nissan and BMW will invest 13 million pesos in 150 stations for electric cars

MINING

Sonora will invest 607 million pesos in mining municipalities

TELECOMMUNICATIONS

photo archive

AGRIFOOD

Pacific Star to strengthen its presence in Mexico in face of the food service boom

This telecommunications company will install an operations center in the metropolitan area of Guadalajara, in the state of Jalisco. The company will invest three billion dollars in Mexico in the next three years, and 10% of that investment will go to their operations center in Guadalajara. This investment will also result in the creation of around 1,500 jobs in its first stage. AT&T had already announced its intention to invest around three billion dollars in Mexico to deploy its broadband mobile network. This amount is in addition to the disbursement for the acquisition of Iusacell and Nextel Mexico.

This company is projecting an ambitious investment program in technology, transportation and storage in our country. Pacific Star Foodservice has a portfolio of 4,500 products, from prepared meals, meats and vegetables, to desserts and preserves, as well as cleaning supplies distributed through a network of 1,600 outlets in the country. It is estimated that 30% of the Mexican population eats out in established restaurants. Therefore it is important to develop food service professionally. The company is preparing investments to train personnel, new infrastructure and refrigerated transportation, in order to quintuple its presence in the food distribution market in Mexico in the coming years.

www.att.com.mx

www.pacificstar.com.mx

AT&T arrives in Jalisco

6

www.nissan.com.mx www.bmw.com.mx

March 2016

March 2016

photo archive

photo archive

www.sonora.gob.mx

photo archive

The Mining Fund announced that Sonora will receive 607 million pesos this year to fuel, in a first stage, 36 projects in six mining municipalities: Álamos, Cananea, Nacozari de García, Santacruz, Magdalena de Kino and Caborca. Among the proposed projects is the rehabilitation of the Magdalena-Cucurpe-Sinoquipe highway, which will benefit 42,000 residents in surrounding towns.

The Japanese and the German automakers announced an investment of thirteen million pesos for the installation of 150 new charging stations for electric vehicles in Mexico. These stations for users will come into operation this year and will add to the 230 stations that Nissan Mexicana plans to operate in its sales agencies, together with the ones that BMW already has. Both automakers reported that the new stations will be compatible with any brand of electric vehicles, so they called on their peers, such as General Motors and Tesla Motors, to join the expansion of this type of infrastructure.

7

BRIEFS

BRIEFS

FOREIGN INVESTMENT

Schneider Electric to invest 17.3 million in Mexico

Woodcrafters Invests 30 Million Dollars in Durango

The German company is anticipating investments for a total of 17.3 million dollars to improve safety aspects and productivity, in addition to establishing a service center in Mexico City, as well as implementing a software to improve administrative processes. Last year, the company opened two new service centers in Guadalajara, Jalisco, and Monterrey, Nuevo León, with an investment of around 250,000 dollars.

Woodcrafters, a manufacturer of wood components for bathrooms and kitchens, invested 30 million dollars in the Laguna region of the state of Durango. The new facilities, which will create 800 new direct jobs, are located in the Lagunero Industrial Park, in the municipality of Gómez Palacio, and they include storage areas, supply circuits, transit operators and security equipment, among other adjustments. Currently, Woodcrafters has forty plants distributed throughout North America: Canada, the USA, and Mexico.

www.schneider-electric.com.mx

photo archive

www.woodcrafters.com

AGRIFOOD

A Vegetable Packing Plant is Inaugurated

Processed foods

Coca-Cola FEMSA to invest 800 million in the Philippines

photo archive

The Secretaría de Agricultura, Ganadería, Desarrollo Rural, Pesca y Alimentación (Sagarpa, Secretariat of agriculture, livestock, rural development, fishing and food) inaugurated a vegetable packing plant at the Centro de Innovación y Transferencia de Tecnología El Huevo (El Huevo Center for innovation and technology transfer), which meets the sanitary and safety standards to expand exports to Canada, the USA, and Japan. Mexico is the largest exporter of tomato in the world, and 50% of this product is consumed in the USA.

As part of a program to expand its production capacity, in addition to improving its distribution centers and delivery operations, the Mexican company announced it would increase its investment in the Philippines. Coca-Cola FEMSA plans to invest 800 million dollars in a five-year period in the Asian region and, as reported, will reinvest any earnings generated by the Philippine subsidiary. In January of 2013 the Mexican company acquired a 51% stake of Coca-Cola Bottlers Philippines, owned by The Coca-Cola Company, for 688.5 million dollars.

photo archive

photo archive

ELECTRICAL

www.sagarpa.gob.mx www.coca-colafemsa.com/

ALTERNATIVE ENERGIES

Spanish company will install wind turbines in Coahuila

www.gamesacorp.com/es/

8

March 2016

Sibra Capital Allocates 350 Million Dollars to Real Estate Investments The Mexican firm Sibra Capital will allocate 350 million dollars in building a logistics park and shopping Megapark in the municipality of Tepotzotlán, Estado de México. The new commercial complex, built on a surface of 800 hectares, will have bioclimatic design and will create close to 8,000 direct jobs. According to official sources, Estado de México is the state with the largest foreign direct investment in the country. So far in 2015 it has attracted more than 69 billion pesos in investment, and generated 11,600 jobs.

photo archive

photo archive

The Spanish company Gamesa, specialized in wind technology, announced a deal to supply 200 megawatts in a park located in the state of Coahuila, in northern Mexico. According to reports from the Spanish firm, for this project they will install and operate 95 G114-2.1 megawatt wind turbines. The provision of the turbines is scheduled for the middle of this year, while the start-up is scheduled for late 2016. In 1999, Gamesa started operations in Mexico as a manufacturer, and now promotes wind farms. It has already installed 1,700 megawatts.

LOGISTICS

www.edomex.gob.mx

March 2016

9

BRIEFS

Cover feature | Negocios ProMéxico

photos courtesy of ministry of economy

OIL

Gulf will open gasoline stations by mid-year

The Importance of IT and Innovation

The Gulf gasoline company will be the first to compete with Petróleos Mexicanos in the domestic market. It will open its first four service stations by mid-2016, and is expected to reach 2,000 stations in the next three years. According to company sources, the initial goal is to reach 25% of the Mexican market, as well as provide a service of differentiated value, import activities and efficient management through new infrastructure.

The Ministry of Economy recognized the great opportunities that the IT sector represents for growing and having an impact on the domestic market and position itself as a global supplier, so Prosoft 3.0 has focused on transforming the sector in the next ten years.

photo archive

by beatriz velázquez soto, director of digital economy, ministry of economy

www.gulf.mx

PETROCHEMICAL

Braskem is after 15% of the plastic companies in Mexico

photo archive

MISSION To become a strong and global IT sector that increases productivity and capacity for innovating other sectors for a more prosperous Mexico.

UP

PROSOFT 3.0 Digital and IT innovation market transversal sector

rv

IT u

s ice

BPO

a

Go ve

I se

r

ND

March 2016

PROSOFT 2.0 Strengthen pillars of development of human capital and quality

A EM

March 2016

2014-2024

es ani mp nt

10

PROSOFT Create a launching platform

2008-2013

TD

www.cie.com.mx

2003-2007

me rn

In 2016, Corporación Internacional de Entretenimiento (CIE, International entertainment corporation) will invest around six hundred million pesos for the upcoming Formula 1 races. Last year the event represented between 15% and 16% of CIE’s total sales. The interest of foreign visitors in our country due to the event has tripled from one year to the other, according to company estimates. Therefore, Mexico is expected to become an important destination in the Formula 1 calendar this year.

PROSOFT 3.0 SECTORIAL AGENDA

co

This year CIE will invest 600 million pesos in Formula 1

represents for growing and having an impact on the domestic market and position itself as a global supplier, so Prosoft 3.0 has focused on transforming the sector in the next ten years. To achieve this change, more than 350 people from several public and

IT S

ENTERTAINMENT

of specialized human resources. Today it has evolved into a platform of innovation and consolidation of the supply, use, and adoption of IT in different productive sectors. The Ministry of Economy recognized the great opportunities that the IT sector

PL Softwar Y e I T Dig se Creativeital Me di

photo archive

www.braskem.com www.anipac.com

Supporting the development of the information technologies and innovation in our country is very important, since they are economic activities that generate added value and give rise to a creative and proactive Mexico, this development must be done through the generation of talent as the basis for the sustainability of these activities. The development of public policies is a detonator of growth, productivity, and competitiveness in Mexico. In this respect, the General Directorate of Innovation, Services and Domestic Trade of the Ministry of Economy merges these two premises in the Prosoft 3.0 Sectorial Agenda. It is an instrument aligned with the National Development Plan and the 2013-2018 Innovative Development Program as an initiative to spur development by the use and adoption of information technologies (IT) and innovation. The Prosoft 3.0 Sectorial Agenda is a public policy success story, due to its flexibility and dynamism in adapting to the needs of the environment. At first it was focused on the incubation and acceleration of the industry so that Mexico could count on a solid supply of IT through the development

a Governm demi en Aca t

Through its plant Ethylene XXI, Braskem Idesa will seek to become the supplier of raw materials for seven hundred plastic product processors in Mexico, amounting to around 15% of all companies in the sector. In its first year of operations, the new plant will produce approximately 70,000 tons. In Mexico there are about 4,530 companies that process resins for plastic products, of which 96% are considered small or medium, according to data by the Asociación Nacional de la Industria del Plástico (ANIPAC, National plastic industry association).

B us

i n e s s o r g a n i z at i o n

s

I T E NA B L E R S

IT ECOSYSTEM

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Negocios ProMéxico | Cover feature

Cover feature | Negocios ProMéxico

PROSOFT 3.0 strategies and success factors

01

02

03

04

Digital market

Business innovation

Talent of excellence

Globalization

• Approach to value market

• Linking

• Volume

• Global players

• Innovative activity

• Skills

• Disruptive technologies

• Location

• Investment attraction

• Digital linking • Supreme quality

05 Financing • Financial formation • Funding alternatives • Seed capital and entrepreneurs

06 Intelligent regionalization • Differentiated niches • Strategic alignment • Global positioning

private institutions were articulated and contributed actions, creating an environment of close collaboration for designing this Sectorial Agenda with eight strategies and success factors.

2024 GOALS To crystallize the 14 elements of the vision, we have set a representative goal for each of them: 2nd exporting country (today 3rd)

07

• Exports

08

Legal certainty

Governance

• Global integration

• Policy articulation and alignment

• National normative harmonization • Protection

• Evaluation of impact • Effective communication

The implementation of this Agenda represents a constant collaborative work with a focus on results, and therefore fourteen goals to meet by 2024 were identified. The instrument of financial support which has materialized the Prosoft 3.0 strategies is the Program for the Development of the Software Industry (Prosoft), which has been increasing its available resources in a sustained manner, from 135 million pesos in 2004 to 749 million in 2015.

State governments, industry and academia potentiate the resources of the Prosoft Fund. Over 3,900 projects have been supported, which benefited from the contribution of over 2.1 billion pesos that were potentiated almost thrice, for a total economic spillover of over 6.4 billion pesos. The participation of the private sector should be highlighted, as it committed to make contributions of over 3.8 billion pesos, improving over 200,000 jobs and creating an additional 114,000 jobs. Currently, with the merger of the budgetary programs Fondos para Impulsar la Innovación (Finnova, Funds to promote innovation) and Prosoft, the Programa para el Desarrollo de la Industria del Software y la Innovación (Program for the Development of the Software Industry and Innovation) was created, to generate synergies in addressing sectors and industries with a high content of innovation and IT applications. It has a budget of 854.3 million pesos for subsidies, and has opened a call for proposals period from February 12th to August 19th for receiving requests for support with different monthly cycles1. As mentioned, derived from these strategies, major initiatives and projects have been launched. Among them are:

Productivity in business is spurred by the efficient use of data:

Multiply by 4 the value of the IT market (today 14.4 BUSD)

1,000 quality centers (today 680) Outreach to 15 sectors

Input-Product Matrix

Business innovation

Talent of excellence

Globalization

• Development of digital market

• Puebla Center of Innovation and Design

• MexicoFIRST

• MexicoIT

90% of creative talent covered (today 50%) 50% of IT companies innovate (today 25%)

• B2B e-Commerce

• Mexico Challenge

Opening of Internet Global Connectivity

• PROAV

14 billion

25% of added value in services (today 9.4%) 30% with linked projects (today 5%)

Financing

Intelligent regionalization

50% of IT companies obtain loans (today 23%)

• Prosoft Fund and innovation

• Digital Creative City

5 global IT poles in the country (today 1) Annual strategic planning Leader in LATAM in IT related legislation (today 5th)

12

• Puebla Capital of Innovation and Design • ESCA Certification

Legal certainty

Governance

• Federal Law on Personal Data Protection in possession of individuals

• IT Advisory Committee

tualization, Intelligence, Databases, Office Automation, Semiconductors, and ERP. From 2008 to 2015 over 142,000 trainings and over 111,000 certifications have been carried out with projects in eighteen states (Aguascalientes, Baja California, Campeche, Chiapas, Ciudad de México, Estado de México, Guerrero, Jalisco, Nayarit, Nuevo León, Querétaro, San Luis Potosí, Sinaloa, Sonora, Tabasco, Tlaxcala, Veracruz, and Zacatecas) and beneficiaries in the 32 states of the Mexican Republic, in all sixteen technological areas. In 2014, through the Prosoft 3.0 Agenda, one of the challenges identified to surpass was that more than 50% of the IT companies have difficulties in finding qualified personnel, so they established the goal of “Stimulating the development and identification of competencies, skills and personnel for the IT sector,” and three critical factors with eleven actions were outlined. a. Volume Increase • enrollment and terminal efficiency in IT related careers; • the number of people who speak English at intermediate and advanced levels, and • the number of skilled workers certified in IT and other critical skills. b. Skills Develop • new areas of specialization in IT, and • internship programs for IT and dual inter-academy training. Improve • information on the location and competence of IT labor supply and demand.

• 2016 OECD Digital Economy Ministerial Meeting

• Innovatics

65% of today’s children will have a job that has not yet been invented

5-10%

Digital market

• Puebla Center of Innovation and Design

ii. Human Capital Specialization in the IT Sector In the knowledge economy, where human capital is the most important factor of production, there is greater development in sectors that are intensive in the use of information, and are more dynamic in adopting innovative processes and solutions. The IT industry in Mexico is aiming to compete on a global scale. That is why, since 2008, through the Prosoft 2.0 program, it established the strengthening of the pillars of development of human capital and quality as its main objective. Precisely in that year, in conjunction with the World Bank, the National Initiative “MexicoFIRST”2 emerged. Its main functions are to establish and manage external networks and provide high-level training for mentors, trainers, and senior managers in Mexican universities. It also facilitates the establishment of public and private associations aimed at IT training. Currently, MexicoFIRST has a catalog that includes over 931 international certification options in more than 76 different brands; in the catalog there are sixteen areas of specialization: Multimedia, English, Project Management, Security, Frameworks, Quality, Networks, Testing, Productivity, Programming Languages, Vir-

i. Ministerial Meeting on the Digital Economy: Innovation, Growth and Prosperity (OECD - Cancún, Mexico, June 21-23, 2016)

3rd destination of IT outsourcing (today 4th)

3rd in LATAM in the use of business IT (today 5th)

In recognition of the importance the digital economy and ICTs have acquired in promoting development and productivity, the OECD has led the conversation in confronting the challenges and taking advantage of the opportunities. Therefore, Mexico was approved as the host of the Ministerial Meeting on the Digital Economy planned for 2016, considering that Mexico represents an ideal opportunity for encouraging greater cooperation between the OECD and Latin America, as well as for its advancement in structural reforms that has positioned Mexico in the global environment through the development of the digital economy. In this regard, and considering that to improve access and participation in the digital economy requires the collaboration of all stakeholders and governments in finding new approaches for the development of public policy, from 21 to 23 June 2016, the Ministers will meet in Cancún, Mexico, for the Ministerial Meeting on the Digital Economy, to continue the conversation and subscribe to the OECD Declaration on the Digital Economy 2016, which will mark the guidelines of public policy on the matter, at least for the next eight years.

• Public-Private Associations for Innovation

Devices connected in OECD countries by 2022

• New models (risk sharing) http://www.gob.mx/economiadigital

March 2016

March 2016

Jobs and skills Trust in leading countries 90% internet users do online banking

and 80% do online shopping

Update • Curricula Encourage: • the use of IT at early ages (digital divide); • the conversion of talent for insertion in IT, and • the use of Massive Open Online Courses (MOOC). c. Location • Connect available talent with work supply.

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Negocios ProMéxico | Cover feature

photos

iii. Guadalajara Ciudad Creativa Digital (CCD) The Guadalajara Digital Creative City is the first effort in regionalization, where the three levels of government, industry, and academia have been articulated in order to grant the Morelos Park with a creative industry productive vocation. The CCD, as the first initiative of its kind, has generated significant lessons to replicate this model in other regions, such as its governance scheme and its project sustainability, among others3. iv. Centro de Innovación y Diseño Puebla A Center for Innovation and Design will be created in the city of Puebla, which will serve as a platform for the Mexican textile industry. It will have open access and will provide opportunities for companies, entrepreneurs and students to access state of the art technology, laboratories, machinery, prototypes and computers, networking spaces and training in areas related to the textile industry and, in the future, to other related economic sectors such as automotive, health, agriculture, and footwear, among others. It will be a space providing training in innovation and design according with best international textile practices. Likewise, the model of benefits and shared risks provided by the triple helix, which aims to replicate in different regions and productive vocations, has the goal of promoting development of innovation ecosystems, by using and adopting information technologies throughout the country and contributing to generate products and services with high added value, as well as the development of highly specialized jobs. v. Clusters-ESCA certification In order to further professionalize clusters and their global competitiveness, with the framework of international standards, and considering that the German model European Secretariat for Cluster Analysis (ESCA) is the best suited to the characteristics of Mexican clusters, route maps have been designed for increasing their capacities and reaching levels of excellence in management. IT CLUSTERS IN MEXICO WITH BRONZE CERTIFICATION • Consejo para el Desarrollo de la Industria de Software de Nuevo León, A.C. (CSOFTMTY) - Nuevo León

14

courtesy of ciudad creativa digital, a.c.

Guest opinion | Negocios ProMéxico

Ciudad Creativa Digital The great opportunity in Mexico’s creative economy At Ciudad Creativa Digital, A. C. (Digital creative city) we are working together with the Secretaría de Innovación, Ciencia y Tecnología del Estado de Jalisco (SICyT, Secretariat of innovation, science and technology of the State of Jalisco) on the development of the Digital University, a triple helix project designed by both industry and academia to shorten the process of employment in accordance with the existing demand from the information technology and creative industries sectors. by carlos gutiérrez, general director, ciudad creativa digital, a.c.

• Integración Tecnológica de Querétaro, A.C. (INTEQSOFT) - Querétaro • Clúster de Integradores de Alta Tecnología, A.C. (CIAT) - Jalisco • Monterrey IT Clúster (MITC) - Nuevo León • Prosoftware, A.C. - Ciudad de México • Clúster para el Desarrollo, Innovación y Transferencia de Tecnologías de la Información de Zacatecas (DITTIZAC) Zacatecas • Clúster Puebla TIC, A.C. - Puebla • Asociación Internacional de Mentefactura, Software e Internet, A.C (AIMSI) Colima • Citi Tabasco, A.C. - Tabasco • Chihuahua Information Technology Cluster (CITC) - Chihuahua • Sinaloa IT Clúster - Sinaloa • Clúster de Tecnologías de Información de Tlaxcala A.C. (Clustec) - Tlaxcala • Clúster TI Oaxaca, A.C. - Oaxaca it CLUSTERS IN MEXICO WITH SILVER CERTIFICATION • Instituto Jalisciense de tecnologías de la Información A.C. (IJALTI) - Guadalajara vi. Matrix of Interrelations of the IT Sector in Mexico One of the great challenges of IT is to define the methodologies that should be used to measure their impact on strategic sectors; moreover, to measure what IT input is used by each sector to develop their products and how this input generates competitiveness in the sector By mapping different IT companies and their capabilities, an input-product matrix

model is sought after to make the necessary calculations for evaluating the productive links of the IT companies with the different economic sectors in the country, providing highly valuable information for the industry, since this information will reveal the needs of the industry and the economic sectors, the concentration of capacities, their international participation and, from there, facilitate the design of trade and investment actions and development of public policies aimed at particular regional needs and productive vocations, generating specific strategies for growth and decision making for the development of public policy. Finally, we know that the digital economy allows us to be a nation in movement, constantly updating, with future challenges every day and big opportunities of transformation, the actions promoted by the Ministry of Economy intertwines with different projects in order to systematically obtain clear objectives, promoting development and adopting information technologies in the country through the generation of high value propositions, strengthening the national industry, leveraging the sectors through technology and, above all, consolidating the different innovation ecosystems of the country and increasing their innovative culture in order to give each and every Mexican better options in the use of technology, development, and quality of life. N

Ciudad Creativa Digital was born as a national strategy for the consolidation of an audiovisual production, digital and interactive node in order to attract part of the creative media and Hispanic global markets—which have an annual growth rate of 11%, reaching 132 billion dollars by 2017—to our country. The concept of the orange economy— La economía naranja: una oportunidad infinita (The orange economy: an infinite opportunity), published by the Inter-American Development Bank (IDB)—is not new, and although in Mexico we have taken the first steps in this direction, other Latin American countries are also seeking the leadership. According to the IDB, creative industries are founded on talent-based wealth, intellectual property, connectivity, and cultural heritage. For our country these in-

dustries represent more than twice the income that remittances generate in Mexico (55 billion dollars).

The short-term goal of the Digital University is to train two thousand specialists in a period of three years with talent, competencies, and hard and soft skills.

From this point of view, our greatest asset is the specialized national talent that develops projects based on intellectual property created in Mexico for international markets, and that can, consequently, turn us into the natural sourcing destination, a position today occupied by China and India. While in the metropolitan area of Guadalajara we have thirteen first-class uni-

https://prosoft.economia.gob.mx/ro2016/Convocatorias%20para%20Ingresar%20Solicitudes%20de%20 Apoyo%20para%20el%20ejercicio%202016.pdf 2 http://www.mexico-first.org/ 3 http://ccdguadalajara.com/es_ES/ 1

March 2016

March 2016

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Negocios ProMéxico | Guest opinion

Figures | Negocios ProMéxico

Information and communication technologies graphic overview, 2015 computer programing & related svs., total sales, nominal $15.70MM

$789.75Bn

$11.75Bn $44.42Bn $37.46Bn

versities and thirty-seven technical schools that offer more than eighty educational programs related with the creative industries, it is necessary to create an innovative model of personalized higher education that is flexible and scalable, aimed at the formation of the human capital that will generate the economy necessary to boost competitiveness in the country. The great opportunity we can not miss At Ciudad Creativa Digital we are working together with the Secretaría de Innovación, Ciencia y Tecnología del Estado de Jalisco (SICyT, Secretariat of innovation, science and technology of the State

$789.75Bn

Mexico is creative: the opportunity to generate the economy we need is found in Mexican creativity. of Jalisco) on the development of the Digital University, a triple helix project designed by both industry and academia to shorten the process of employment in accordance with the existing demand from the information technology and creative industries sectors. The shortterm goal of the Digital University is to train two thousand specialists in a period of three years with talent, competencies, and hard and soft skills that will allow us to weave the fabric of an entre-

$515.05Bn

$30.56Bn $5.75Bn

$836.69Bn

preneurial society of knowledge that will become the engine of the city that we are building. The creative potential exists in our country. The steps we must take in order to monetize the “mind”: we must bet on the development of talent in the careers of the future. Mexico is creative: the opportunity to generate the economy we need is found in Mexican creativity. N

$2.52Bn

$24.48Bn

$130.62Bn

$25.82Bn

$23.65Bn $32.53Bn

$10.90Bn

$5.99Bn

$4.49Bn $289.72Bn

North America, Europe, Asia Pacific and Oceania have the highest value sales in the sector: 836.69, 515.05 and 289.72 billion dollars, respectively. Therefore, important opportunities have been detected to export IT services and products to new markets.

www.ccdguadalajara.com

The IT sector can trigger growth, employment and profitability of companies that have adopted technologies as an enabler: 9.5%

5.6% 4.5%

4.2%

3.8%

0.4% Growth in sales (%)

Growth in employment (%)

Companies that don’t use ICT

Profitability (%)

Companies that use ICT

Source: World Bank. “Information and Communications for Development 2006: Global Trends and Policies.”

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Negocios ProMéxico | Figures

Figures | Negocios ProMéxico

Today there are 31 IT clusters in 24 states, grouping more than 1,500 companies with an aggregate turnover of 2.1 billion dollars.

MexicoFIRST

IT CLUSTERS IN MEXICO MexicoFIRST is a federal government initiative backed by the World Bank, whose main objective is to generate human capital in order to strengthen the labor supply in both quantity and quality.

24

31 IT CLUSTERS

MexicoFIRST Indicators

In states

Number of people certified by MexicoFIRST* 80,520

2014

64,293 70,190

2013

55,064 48,490 45,835

2012

2009

87%

87%

73%

33,385

2011 2010

Degree of satisfaction in respect to the effectiveness of MexicoFIRST training

15,000 10,077 7,500 3,800 1,500

70%

75%

80%

2012

2013

2014

Real

PAD

* Cumulative figures

México Conectado (Connected Mexico) is a federal government project that contributes to guarantee the constitutional right of access to broadband Internet service. Mexican industry has experienced continuous growth, thanks to important strengths such as talent, competitive costs, presence of important leading companies of the sector in the country, proximity to the USA: the largest market in terms of spending, and presence of the industry in different cities of the country.

THE CHALLENGE OF UNIVERSAL ACCESS Bringing broadband connectivity to the smallest communities (and generally the farthest in the country) is more expensive than in the largest cities. 0.5%

Mexican Market of Outsourcing Services and Contact Centers

9.3%

19.8%

Contact center Outsorcing Service Market: Revenue forecast Mexico, 2013-2020 Revenue CAGR, 2013-2020 = 6.9% 3,000

66.0%

8%

34.5%

6% 2,000 4%

1,500

0 Revenue ($ Million) Growth Rate (%)

2013

2020

1,614.1

2,562.2

7.4%

5.4%

90.2% Locations with more than 10,000 inhabitants

2%

Locations with more than 500 and less than 10,000 inhabitants

0%

Locations with less than 500 inhabitants

1,000 500

Growth rate (%)

Revenue ($ Miilion)

2,500

Source: México Conectado

Note: All figures are rounded. The base year is 2013. Source: Frost & Sullivan analysis

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45.7%

25.0%

9.0% Number of locations

Public sites

Population

It is estimated that there are a total of 250,000 public sites in the country, of which almost half (47.5%) are located in communities with the least number of inhabitants (9%).

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Negocios ProMéxico | Figures

The last ten years of the IT sector

The Mexican Film Industry A Driving Force in Commercial and Cultural Development

The IT sector in Mexico has made significant progress in the last decade. According to the following table, the value of the market has grown at an annual average of 14% in ten years, while exports and jobs have increased at rates of 12.25% and 11%, respectively, in the same period.

Mexico is a country whose film and audiovisual industry is consolidated. The production of high quality content with a broad diversity of subjects, genres, and formats, gives it great commercial and cultural potential within the country and around the world.

The IT sector in Mexico has shown a positive performance in the last decade

Indicator

2002

2012

2014

Market value (BUSD) 1

3.95

14.39

20.7

Exports (BUSD) 2

1.75

5.56

—

Economic Units 3

2,095

4,152

3,093

226,000

625,000

564,989

4

527

639

6.1

21.7

—

by dr. juan carlos domínguez, research coordinator, imcine, ministry of culture

Select Figures, 2014 estimate (average exchange rate: 2014: 13.29 pesos [SAT, 2014]) 2 AT Kearney. 2011 3 DENUE, INEGI 4 INEGI for IT figures, without including BPO, Outsourcing Service Agencies Census, IMT, 2014 5 It refers to SEI Certifications (CMM) data dic/2014, CERVERT and NYCE (MOPROSOFT) 6 IDC 1

Jobs 4 Certified Development Centers 5 National Expenditure in IT (BUSD) 6

The IT sector in Mexico has great opportunities to grow, impact the domestic market and position itself as a global provider.

The new vision of the IT sector

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Guest opinion | Negocios ProMéxico

photo courtesy of imcine

VISION 2024

GOALS 2024

Be a global player in exports

Second exporting country (today it is the third)

Be a destination of outsourcing

Third destination of outsourcing (today it is the fourth)

Have larger scale companies and sales

Multiply by 4 the market value of IT (today it is at 14.4 BUSD)

Expand the density of use of IT

Third in LATAM in the use of business IT (today it is the fifth)

Have supreme quality certified development centers

1,000 quality centers (today there are 639)

Facilitate connection with other sectors

Connection with 15 sectors

Have easy access to talent of excellence

90% coverage of talent demand (today it is 50%)

Facilitate innovation with IT and in IT

40% of the IT companies innovate (today 9.4%)

Greater added value in the sector

25% added value in services (today 9.4%)

Maintain intensive connection to academia

30% in connected projects (today 5%)

Have access to funding and entrepreneurial capital

50% of companies obtain credits (today 23%)

Have differentiated specialization

5 global poles of IT in the country (today 0)

Maintain close collaboration with the ecosystem

Annual strategic planning

Have a state-of-the art regulation framework

Leader in LATAM in IT related laws (today it is the fifth)

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Mexico is also a nation offering significant benefits and incentives for film and audiovisual production, both in terms of natural and architectural attributes, as well as production infrastructure and talent. These are some advantages of working with Mexico as an international partner for film production: • It has world-class schools providing the industry with highly trained technical and artistic professionals. Alfonso Cuarón, Emmanuel Lubezki and Rodrigo Prieto are some examples. • It is one of the countries with the most film production in Ibero-America (140 movies in 2015). • Mexico is among the countries with the most funds and fiscal stimuli for promoting production in Ibero-America. Over 53 million dollars a year (810 million pesos) are devoted to supporting film production.

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• According to data from the UNESCO, Mexico is among the top twenty film producing countries in the world, and one of the first in Latin America. • In the last eight years, Mexico has made more than 170 international coproductions with various countries. • Mexico has co-production agreements with close to twenty of the countries and regions with the most developed film industries in the world, including Spain and France, as well as with thirteen Latin American countries. • As a member of CACI, Mexico participates in the IBERMEDIA program,

which promotes the creation of an Ibero-American audiovisual space. • The guidelines for production incentives (Foprocine, Fidecine and Eficine) contemplate support for co-production schemes. • In 2015, 44 films were co-produced; that is to say, 30% of the total, which represents an increase of 10% with respect to 2014. There were Mexican co-productions with 23 countries. • The country has a great diversity of natural and architectural attractions, as well as ample production infrastructure and talent.

Over the past three years, Mexican cinema has significantly increased its presence and recognition at festivals and film events around the world. Internationally, Mexican films maintained a constant presence, both commercially as well as culturally.

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Negocios ProMéxico | Guest opinion

Mexican Cinema in the World Over the past three years, Mexican cinema has significantly increased its presence and recognition at festivals and film events around the world. Internationally, Mexican films maintained a constant presence, both commercially as well as culturally. It holds the 4th place in movie admissions in the world. Mexican cinema has a commercial presence in over 61 countries on the five continents. In 2015 alone, 106 Mexican films were released around the world. Between 2013 and 2015, Mexican films released abroad took in more than 100 million dollars. It has the greatest infrastructure of digital movie theaters in Ibero-America. Mexico is the Latin American country with the most films released abroad. Mexican cinema has a potential market of 450 million Spanish speakers. (In the USA, Hispanics conform the group that goes to the movies most during the year.) No se aceptan devoluciones (Instructions not included) took in forty million dollars in the USA (the highest grossing Spanish language film in US box-office history). Mexican motion pictures go to festivals and film events in over 67countries each year. From 2013 to 2015, Mexican cinema received 410 awards at film festivals held around the world, including several in Berlin (Güeros and 600 millas), Cannes (La jaula de oro and Heli), San Sebastián (Güeros) and Venice (Desde allá). Mexican Film Institute (Imcine) The Mexican Film Institute (Imcine) is a public agency that promotes the development of national film activity by stimulating creators, supporting production, encouraging the industry, and promoting the distribution, transmission, and promotion of national cinema. In addition, it encourages the formation of audiences and the development of an audiovisual and film culture through festivals, showcases, exhibitions, seasons, and various forums on Mexican film in the country and abroad. Its main goals are the following: • Consolidate and increase national film production. • Establish a policy of industrial development in the audiovisual sector. • Support film production, distribution, and exhibition inside and beyond Mexico’s borders.

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Guest opinion | Negocios ProMéxico

• Provide a good image of Mexican cinema and its creators around the world. • Promote knowledge of film among various audiences through festivals, showcases, seasons, and forums throughout the country. • Develop an international market through strategic support for the film community. The goal is to favor co-productions and open markets for distribution, in order to enhance the image of our film industry worldwide. Recently, Imcine launched a project aimed at increasing the participation of Mexican cinema in specialized forums by encouraging international co-productions; the presence of Mexican cinema at the most important international festivals and film seasons held in other countries; and by strengthening the commercialization of Mexican movies on the international market. Likewise, Imcine participates in international film and television markets, either with its presence or by means of video collections, to promote Mexican cinema, opening marketing spaces and promoting

the new productions supported by the Institute. In addition, at these events, Imcine exhibits archival material, broadens and maintains a list of clients who frequently acquire national works, and searches for new options of international distribution. Mexico is a country whose film and audiovisual industry is consolidated. The production of high quality content with a broad diversity of subjects, genres and formats gives it great commercial and cultural potential within the country and around the world. Mexico is also a nation offering significant benefits and incentives for film and audiovisual production, both in terms of natural and architectural attributes, as well as production infrastructure and talent. Film policy in Mexico, applied mainly through the allocation of a yearly budget, includes professional training at two public films schools: the Centro Universitario de Estudios Cinematográficos (CUEC, University center for film studies) of the Universidad Nacional Autónoma de México (UNAM, National autonomous university of Mexico) and the Centro de Capacitación Cinematográfica (CCC, Film training center). The Cineteca Nacional (National cinematheque) and the UNAM Film Library are the agencies in charge of film preservation, promotion, and exhibition. Likewise, the program for film promotion supports events, festivals, and film markets in the country; it is designed and implemented by Imcine and is complemented by other federal, state, and municipal support mechanisms, as well as by the private sector. In turn, the government, through Churubusco Studios, offers film and audiovisual production services. The government, through Imcine, has two public funds to promote production and a tax stimulus for national film production. Each of these instruments has particular operating rules. Film production incentives in Mexico Foprocine Foprocine is a fund designed for quality film production. It is a trust for the production or post-production of fiction, documentary or animated features (75 minutes plus) in co-production. The candidates for financial aid must be Mexican production companies or individuals; the participation of foreign directors is subject to their link to a Mexican production company, with at least two

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Mexico is the Latin American country with the most films released abroad. Mexican cinema has a potential market of 450 million Spanish speakers. (In the USA, Hispanics conform the group that goes to the movies most during the year.) years of legal residence in the country and a solid background in Mexican cinema. Foprocine grants resources through co-production contracts by means of venture capital or credit contracts. Foprocine’s support can be combined with that of Eficine 189, but not with Fidecine. Fidecine Fidecine, a film investment and stimulus fund, is a trust for the co-production, post-production, distribution, and exhibition of fiction or animated feature films (75 minutes plus), which offers its support through venture capital and credits. In addition to financial aid for production, Fidecine offers other stimuli for commercial runs and for outstanding performance at national and international festivals. If you received support from Fidecine and your film recovered 100% of the resources given through financial aid, you have a reserve equal to the sum previously granted to carry out your next project. Fidecine’s support can be combined with Eficine 189, but not with Foprocine.

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Eficine 189 Eficine 189 is a fiscal stimulus for taxpayers granted by Article 189 of the Ley del Impuesto Sobre la Renta, (LISR, Income tax law). Eficine supports the production or post-production and distribution of fiction, documentary, or animated feature films. Through Eficine, taxpayers investing in film projects in Mexico can obtain a tax credit equal to the sum of their investment, against their income tax due for the period for which the credit is granted. Each project cannot receive more than USD 1.5 million. According to the Operational Guidelines of these funds, participation in the projects may not exceed 49% of the production budget by Fidecine, and up to 80% in the case of Foprocine. Eficine’s participation may be up to USD 1.5 million or a maximum of 80% of the total cost of the project. Ata Carnet This is a customs document that allows temporary import and export, securing payment

of customs duties on goods that are not of perishable nature. These goods must be re-imported to the country of origin in the maximum set period (one year). Usually they are goods for exhibition displays and commercial equipment for production and conducting professional work. Vat 0% Incentive Foreign Production Work Reimbursement of the 16% VAT charged on production expenses (Production & Post-production). This only applies to foreign productions. Fepcime It is an online catalogue of Mexican film projects available to foreign producers seeking projects in the early development stage. It includes 230 synopses classified by genre. Comefilm As part of the policy of industrial promotion of audiovisual production in Mexico, Imcine, through the Mexican Film Commission, promotes the industrial and professional infrastructure of the country, as well as the natural, architectural and historical sites for making audiovisuals. In turn, it initiates actions to promote, strengthen and create new institutional ties with the film commissions in the various states of the Republic. N www.imcine.gob.mx

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Negocios ProMéxico | Guest opinion

photos

Guest opinion | Negocios ProMéxico

archive

Televisión Educativa Proactive Information and Entertainment Televisión Educativa (Educational television) has the mission of connecting the educational and productive areas, intertwining education and employment. The network has produced success stories with this model. by gustavo lomelín cornejo, general director of televisión educativa

The challenge for Televisión Educativa (TE) is to create educational content based on three pillars: entertainment, knowledge, and technology; and they must focus primarily on meeting the changing demands and needs of children and youth in search of new formats and new narratives (what is known as “edutainment” or entertaining educational content). New technologies, in general, have imposed a different rhythm to the media. At some point it was argued that the emergence of television would lead to the disappearance of radio, but that didn’t happen. Later, it was said that the Internet and social networks would lead to television’s gradual disappearance, which also didn’t happen. Information and communication technologies (ICTs) pose new challenges and present great opportunities for the media.

Now, multi-platform schemes require us to complement television with digital platforms, social networks, in addition to adding multimedia to television and radio. TE has also improved on the quality and equity of the audiovisual content for the most substantial part of what it manages: community “Telesecundaria” (junior high school on TV) and “Telebachillerato” (high school on TV). This network reaches the most neglected rural areas of Mexico and, in the case

of Telesecundaria, it covers 20.8% of the enrollment in this educational level in the country. It also manages other educational content platforms, such as “MéxicoX”, offering open online courses with high academic content, taught by the leading educational institutions in the country. The Edusat network The aim of the Edusat network is to improve the quality of education and reduce the educational gap through cultural and

Information and communication technologies (ICTs) pose new challenges and present great opportunities for the media. Now, multi-platform schemes require us to complement television with digital platforms, social networks, in addition to adding multimedia to television and radio.

The Background of Televisión Educativa Mexico’s educational television has been a substantial factor in developing the national educational system. The motion for its creation had its roots in the late 1940s and early 1950s through various projects for the use of audiovisual media in education. By 1966, the government launched an experimental model of closed circuit televised literacy classes with four groups and a total of 83 students. But it was not until January of 1968 when the Telesecundaria system officially began transmissions through the open television channels available at that time, in order to reach the most remote rural areas. After the launching of the Morelos II satellite into space, transmissions by a single analog channel began. In just a year, comprehensive coverage and an enrollment of just over 6,500 students and 301 teachers was achieved. Gradually, proposals were expanded, incorporating programs for long-distance higher secondary education, training and teacher preparation, secondary schooling for adults, and projects of the UNAM and IPN, among others. During this expansion phase, in the early 1990s, the Red Satelital de Educación Televisiva (Edusat, Satellite Educational Television Network) was formed, making it possible to broaden the channels of transmission and coverage, which thereafter became international. Through the Solidaridad I satellite, in 1994 digital broadcasting began in six channels. By 1998, the network emigrated to other satellites—Satmex 5 and Digicipher—, increasing the power, number of channels and transmission coverage. In this expansion of TE various factors have had an influence: mainly the change in technologies for signal transmission (use of satellites) and for program production (animation, digitalization, etcetera), an increased investment in infrastructure, and decreasing costs of television equipment. Source: Julio César Dozal, “La televisión educativa en México” (“Educational television in Mexico”), Centro de Cultura Digital, Inttelmex.

educational programs that serve as tools for teachers, as well as curricular programs that are transmitted for all levels: basic, medium, and higher education. Similarly, complete training programs for educational institutions and government agencies are also transmitted. Edusat has spread beyond our borders and is considered the most important network in Latin America. It is broadcast by the major cable systems in the region. To date it covers from Canada to the Patagonia, in Argentina, passing through Central America and the Caribbean. The network already has almost 36,500 satellite reception centers, the signal is sent through the Dirección General de Televisión Educativa (DGTVE, General directorate for educational television) and daily broadcasts sixteen television channels, nine of them managed directly by the DGTVE. Seven channels (11, 12, 14, 17, 21, 24, and 27) have their own programming, while one more is devoted to special transmissions. The nine channels managed today by TE

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March 2016

are broadcast by the Edusat network to the entire country and throughout the Americas. Then there is the Ingenio TV channel, which airs on terrestrial open television. Ingenio TV comes through the public broadcasting system of the Mexican State. Finally, Aprende TV is a channel that is aired by cable systems in the country. The Accomplishments Some of our series have earned recognition in various festivals. Recently, Rafa la jirafa (Ralph the giraffe) was awarded. It is a series aimed at preschoolers and first grade students, which deals with mathematical concepts through story telling. TE produced the series Amoxtli, un legado cultural (Amoxtli, a cultural legacy), which deals mainly with revealing information from the pre-Hispanic codices sheltered in the National Museum of Anthropology. (It is worth mentioning that “Amoxtli” means “codex” in Náhuatl.) Last year, on the occasion of the 50th an-

niversary of the museum and the 75th anniversary of the National Institute of Anthropology, these codices came to light for the first time thanks to a documentary made by our television network. TE also has several success stories among students of Telesecundaria. Among them I’ll mention the case of Adela, a student from Oaxaca who, through the support of the state government and the Instituto Nacional del Emprendedor (Inadem, National institute of entrepreneurship), created a mezcal factory under the brand La Palenquerita. Education and production must necessarily go hand in hand; they cannot be dissociated. In fact, this pairing is one of the fundamental parts of the new approach to education reform promoted by Aurelio Nuño, current Secretary of Public Education. In the end, this whole process of reforms and modernization, stemming from a new legal framework for the further development and increased competitiveness and productivity of the country, is based largely on educational reform; and as a result of this educational, productive, and work relationship, a better image of the country can be achieved, and this will result in greater investment. N www.televisioneducativa.gob.mx

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Negocios ProMéxico | Guest opinion

photos

Canal 22 Internacional Mexico’s Cultural Channel Transcends Borders The cultural public television channel broadcasts programs on general interest issues with a focus on education and promotion of social values. Furthermore, it is viewed in the USA. interview with orissa castellanos, director of canal

Since 1993, Canal 22’s program schedule has been devoted to promoting the fine arts, music, literature, history and science, as well as the diversity of expressions of the country’s vast indigenous culture. More than twenty years after its foundation, Canal 22 has become Mexico’s culture channel. The goal of this channel is to contribute to a greater diversity of content, spread culture and education, and promote social values by providing quality programming to promote reflection, debate, and betterinformed decision-making. From the perspective of the people in charge of producing cultural television in Mexico it is relatively easy, “if we consider Mexico as a cultural power and that the supply of content to address is unlimited. The challenge is to ensure that the allocated budget is covered and covers this great cultural mosaic,” says Orissa Castellanos, Director of Canal 22 Internacional. A Market Beyond the Borders The Hispanic population in the USA receives Canal 22’s signal: more than 1.7 million subscribers, who represent seven million potential viewers. The public wants to see their problems and habits reflected on the screen, in addition to staying connected with their homeland. “The inclusion of programs that reflect the reality of Mexicans on the other side of the border has been essential; they address the way they keep and pass on their traditions, and how these traditions change and become enriched,” says Castellanos. The USA is a highly competitive market, which has led the broadcaster to venture into the distribution of content through new platforms, such as Over the Top (OTT), Netflix, video on demand (VOD), streaming, and others. Traditional television remains a dominant medium and one of the most immutable. But what used to be a family expe-

26

22 internacional (channel 22 international), by oso oseguera

rience has become more individualized, thanks to the proliferation of channels and other conventional and emerging platforms such as VOD, OTT, YouTube, and online transmission, among others. TV still has the magic of live broadcasting. The main challenge is to redefine the visual narrative with enriched content and begin trans media production. Since 2010, Canal 22 distributes its content through VOD five hours per month. They began with Comcast and now Verizon has joined. From October of 2014 they delved into the OTT modality with the series: Tocando tierra and Historias sabrosas with DirecTV (via YAVEO). “We seek to be a space with real cultural vocation which is enriched with a

Guest opinion | Negocios ProMéxico

courtesy of canal 22

team of proven professionals who share the vision of being the best cultural channel in Mexico, seeking to become selfmanageable,” says the director of Canal 22 Internacional. In twelve years serving the Hispanic market in the USA, Canal 22 has built audiences, has been a link for emigrants to their country of origin and language, and it has also broadcast the best artistic and cultural expressions of Mexico and Latin America. A measurable achievement for the channel is that it remains on the air with an audience that has increased from 330,000 viewers in 2004 to more than 1.7 million in 2015. To cater to the Hispanic market with its own productions, Canal 22 produces

More than twenty years after its foundation, Canal 22 has become Mexico’s culture channel. The goal of this channel is to contribute to a greater diversity of content, spreading culture and education.

Canal 22 Internacional is available through DirecTV (channel 446), Time Warner Cable, AT&T U-verse (channel 3022), Verizon Fios (channel 1646), Grande Communications, Wave Broadband, and San Bruno Municipal Cable TV (channel 646), among others. the original series En Ruta-T and the musical program La música con Manzanero, in addition to Mercados de México, Litorales and Historias sabrosas. “We will continue to produce compelling content that reflects the diversity of our culture and the richness of our history,” says Castellanos. Currently, Canal 22 Internacional reaches the entire USA through seven cable distributors and one satellite broadcaster. The goal is to reach five million viewers by 2018. Exclusive Series The Hispanic market in the USA has a promising future. It is expanding, and access of the Latino population to the middle class has caused this expansion of

the market and a demand for audiovisual products in their own language. “We live in an era of hyper-consumerism in which there is a constant thirst for novelty, and in which each individual can access any type of content freely and immediately,” says the interviewee. The trend is to produce exclusive series and Canal 22 has had positive results. TV formats have enabled addressing issues— formerly considered unattractive by audi-

The Hispanic population in the USA receives Canal 22’s signal: more than 1.7 million subscribers, who represent seven million potential viewers.

ences—in a pleasant way, with clear and simple language, arousing the interest of the viewers. “La oveja eléctrica (The electric sheep), for instance, is a clear example that science can be fun and engaging,” says Castellanos. For 2016, Canal 22 has plans for investing in bi-national productions, giving continuity to emblematic series, and exploring new formats and languages. Currently, 30% of the content is acquired, 15% is exchanged, and 55% is exclusive. The origin of the non-exclusive material is diverse, and comes from countries like Germany, Spain, the USA, France, and the UK. In 2016 Canal 22 Internacional will have a new program schedule. Among the broadcaster’s highlights are the following series: Escándalos (Scandals). A series of Latin American dramatized real-life and recognized stories. Carlos, Rey Emperador (Charles, King and Emperor) is a historical fiction based on the life of Charles V, grandson of the Catholic Monarchs. Oriol Ferrer directs the production, with a screenplay by José Luis Martín, starring Álvaro Cervantes and Blanca Suárez. Bandolera (Bandit), new season. A fiction period series that chronicles the adventures of a woman caught between two worlds. Special coverage of the Festival Internacional Cervantino (FIC), FIL, FICG, and the Guelaguetza in Oaxaca, among others. N www.canal22.org.mx www.canal22internacional.org.mx

March 2016

March 2016

27

Negocios ProMéxico | Figures

Figures | Negocios ProMéxico

CREATIVE INDUSTRIES

Film • The film entertainment sector in Mexico will reach a value of around two billion dollars in 2019. (The sector earned 1.56 billion dollars in 2013.)

TV/Broadcasting Creative industries • With annual exports in excess of six billion dollars, Mexico is the largest exporter of creative goods in Latin America. (Creative Economy Report, Unesco, 2014) • Creative industries contribute around 5% of the national GDP. (Interamerican Development Bank 2015)

• Between 2008 and 2015, movie theater attendance in Mexico increased 15%, reaching a total of 296 million tickets by the end of last year.

• Mexican television content is seen by more than one billion people in over one hundred countries around the world.

• Mexico is the fourth largest market in the world in terms of movie theater attendance.

• Mexico has the largest Spanish language media conglomerate in the world.

• Mexico has a great filmmaking tradition, with internationally recognized talent making the difference. The Revenant, by Mexican director Alejandro González Iñárritu, released in late 2015, has collected 53 international awards and was nominated to twelve Academy Awards, winning Best Director (Iñárritu’s second in a row), Best Actor, and Best Photography (Lubezki’s third in a row).

• In 2015, Mexico successfully concluded the transition from analogic to digital television, which will trigger an exponential growth in the areas of open and subscription television and cable and satellite television.

• Mexico is the second largest market in Latin America. • Mexico is the 9 global hub of specialized talent in ITs, and has the most important technological talent pool in Latin America. (ANUIES & Conacyt) th

Talent

• In 2014, the total advertising income from television in Mexico reached 2.5 billion dollars and it is estimated that it will reach 3.3 billion dollars by 2019. • Video advertising is the fastest growing sector in Mexico, accounting for 38 million dollars in 2014, and forecast to increase to 250 million dollars by 2019.

• In Mexico the total revenue of the videogame industry reached 701 million dollars in 2014, and is expected to reach 867 million dollars by 2019. • Mexico is the second country in Latin America with the largest number of videogame developers. • The development costs of videogames in Mexico are the most competitive in the American continent, between 15% and 31% lower than in the USA, Canada and other Latin American countries.

Advertising

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• The Mexican book market will grow from 988 million dollars in 2014 to 1.13 billion dollars in 2019. • Currently, the book industry in Mexico is composed of 229 editors, twelve of these are considered macro, and account for 55.3% of the total revenues of the sector.

Books

Videogames

March 2016

March 2016

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Negocios ProMéxico | Figures

Figures | Negocios ProMéxico

Contents industry According to PwC’s Global

72% 68%

Report 2012-2016, it is expected that these industries will grow 8.9% is the only Latin American country that is among the twenty leading

60%

exporters of creative goods worldwide

54%

and is growing twice as fast as other

50%

industrialized countries. This means that the entertainment content

37%

17,932

in the next five years. Mexico Millions of dollars

Reading population is defined as the percentage of inhabitants of a region that stated having read more than one book per year in a given period.

Media and Entertainment Industry Market in Mexico, 2009-2013*

Entertainment and Media Outlook

15,744 14,515 13,713

13,902

2009

2010

industry has a strong potential for growth, an upward trend in emerging economies.

Colombia

Brazil

Spain

Mexico

Dominican Republic

Argentina

2011

2012

2013

* Estimated data Source: PriceWaterhouseCoopers, Global Entertainment Media Outlook 2009-2013

Source: The Ibero American Book Space 2010, Centro Regional para el Fomento del Libro en América Latina y el Caribe (CERLALC, Regional Center for Book Promotion in Latin America an the Caribbean)

top 8 fast growing territories (2013-17 cagr%)

worldwide printed and e-book sales, 2011-2015 by region, in millions of usd Argentina North America

Western Europe

Centra, Southern and Eastern Europe

Asia Pacific

Latin America

Middle East and Africa

Millions of dollars

150 131,533

135,135

138,921

142,753

Indonesia 147,048

100

50

Thanks to the increased use of digital multiplatforms such as tablets, personal computers and smartphones, the trend in publishing and distributing contents represents an opportunity for the editorial and audiovisual sector, since digital technologies are one of the most important engines of today’s economy, and a key factor for economic growth and productivity (Race against the machine).

Mexico MENA Russia India Brazil China 0

0

30

2011

2012

2013

2014

2.5

5

7.5

10

12.5

15

17.5

20

Source: Global Entertainment and Media Outlook: 2013-2017

2015

March 2016

March 2016

31

Negocios ProMéxico | Mexico’s partner

photos

National Soft de México Democratizing the Restaurant Market National Soft de México created Soft Restaurant, a specialized software for the restaurant sector to control the overall operational and administrative aspects of the business. “It is our flagship product and our trademark,” says Farique Cetina. interview with farique cetina, general director, national soft de méxico, by raquel rivas

National Soft was established in the city of Mérida, Yucatán, in response to the need detected by Farique Cetina and his partners in the restaurant and bar market in Mexico. These businesses didn’t have products tailored for them, nor a pointof-sale software for the operational needs of each facility. In 2002 they started operations and the first thing the company offered its customers was its flagship product: Soft Restaurant, a specialized software for the restaurant sector to control the overall operational and administrative aspects of the business. “It is our flagship product and our trademark. The software is sold all over the country because it is perfect for establishments that offer food and beverages; that is, restaurants and bars and other businesses related to the sale of food and drinks,” says Cetina, who states that this product is a leader in the market. With the good results it has obtained, National Soft decided to grow its market in 2008 and began its foray in Central and South America. “Our main markets there are Costa Rica, Uruguay, Chile, and Colombia,” says Cetina, who also notes that although they are also present in other markets, their share is still at a nascent stage.

and implementation of technology in SME restaurants were demolished,” says Cetina proudly. The manager says his company was created to provide a high-quality product that in the past only large companies could afford, be-

Mexico’s partner | Negocios ProMéxico

courtesy of national soft de méxico

cause the cost was too expensive for small businesses. “We managed to tear down market barriers because from the beginning we offered a specialized product that can add value to this type of trading companies that were experi-

encing price wars, disorder in the market and very low profit margins. By providing them with a high-value and specialized product, they became restaurant consultants.” Thanks to this, Cetina notes that computer sales and

“The software is sold all over the country because it is perfect for establishments that offer food and beverages; that is, restaurants and bars and other businesses related to the sale of food and drinks,” says Farique Cetina.

network installations also increased, because they offered a very attractive quality package as a commercial model. “Before, it was very expensive. Most software products were imported, they were modular and it was very complicated and expensive to acquire them.” The product his company provides covers 80% of the operation of most restaurant and bar businesses, because it focuses on usability and easy implementation. A Very Competitive Advantage “Our average competitors require one month to a month and a half to install their product and make it ready for use in a restaurant. We only need three days,” explains the Director. This significantly reduces the total cost of acquisition

Technology for All “Thanks to our company, many barriers to acquisition

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The company has an eye on several US cities where the Hispanic population is dominant, because the software is in Spanish. and, therefore, breaks with many trade barriers. Cetina also details that thanks to this fact they began selling not only to small businesses, but also large foreign corporations with a presence

in Mexico, who showed interest in this company from Yucatán. “These large foreign companies decided to put aside the software they had brought to operate their businesses, and opted for our proposal.”

According to Cetina, this is due to the fact that their marketing format is consistent with a packaged and finished software for repetitive sales, and is optimal for large firms. “Although each business giant has its peculiarities, our software has managed to suit their needs, and that’s why we have positioned ourselves as their favorite.” Today, the company is still trying to remain ahead by offering very competitive software, in economic terms, for wireless use through mobile devices that most restaurants can include in their operation, and in this way become more competitive. Additionally, the company has an eye on several US cities where the Hispanic population is dominant, because the software is in Spanish. Cities like Miami, Houston, Chicago, or Los Angeles are in National Soft’s sights, with the idea that their package can facilitate the growth of facilities in the food and beverage industry for the Hispanic population, and its use by people who only speak Spanish and who for that reason have a hard time entering the US labor market. N www.softrestaurant.com.mx

March 2016

March 2016

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Negocios ProMéxico | Mexico’s partner

photos

SoluOne The Business of Tailored Solutions His experience and technological skills in the business sector led José Raúl Zapata to create his own company, which has become a strategic partner of SAP, the German global software developer. interview with josé raúl zapata pasos, commercial manager, soluone, by rodrigo cansino

“In 2009, along with two others, I founded SoluOne, a company focused on providing point of sale (POS) solutions for SAP Business One, the software for small and medium companies (SMEs) that SAP developed,” explains José Raúl Zapata, Commercial Manager of SoluOne. The first version of the product appeared on the market in 2009 and since then has continued to add new functionalities. When a company purchases SAP’s Business One solution, it needs to be connected to the Internet all the time. In some locations this is not possible. That is where the Retail One solution comes in. This solution, developed by SoluOne, is an application that can work offline. “We provide the technology that allows our customer to operate offline, and once he is online again the system updates the information and reflects the data in SAP,” explains the developer. All SoluOne developments are fully integrated to the SAP Business One software. For example, Retail One is designed and developed for points of sale. Mobile One is added to control inventory processes through a handheld device. The electronic invoicing system is called Invoice One and is compatible with the CFDI scheme. SoluOne is focused on retail in general. It caters to chains of auto repair shops, hardware stores and pharmacies, among other business segments. At the

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time of this interview, Zapata and his team were preparing to install a specific application for restaurants and fast food establishments. “We found that there wasn’t a solution that could integrate natively with SAP in this segment,” says Zapata. The secret is that SoluOne provides the data structure at the point of sale, just like SAP, so that there are no interfaces. Zapata’s company started with three people. Today they have 26 employees and two partners. Growth has accelerated year by year at rates of two digits.

SoluOne is located in eight countries besides Mexico: Chile, Colombia, Costa Rica, El Salvador, Guatemala, Haiti, Honduras, and the Dominican Republic. In the cash register and on the table SoluOne has an interesting variety of customers. Some of them sell fashionable clothes and therefore require the system to include size and color data. “We made the adjustment so that from the POS the dispatcher can enter a search by size and color. Some of our customers in this segment are Britos Jeans, Jean Pierre, Cloe, Diesel dis-

Mexico’s partner | Negocios ProMéxico

courtesy of soluone

tributors, and BCBG. All these are well known brands that use SAP,” says Zapata. In a mall in Guatemala at least three stores use the software. In the restaurant segment, in Oaxaca, for example, SoluOne is working with La Michoacana ice-cream outlets that use the application on touch screen devices. With hardware stores, the company is fully integrated with Truper, a recognized hardware store brand. They also work with convenience stores located in gasoline filling stations. The Super Mexicano brand requires processing the sale of

“We provide the technology that allows our customer to operate offline, and once he is online again the system updates the information and reflects the data in SAP,” explains José Raúl Zapata, Commercial Manager of SoluOne.

March 2016

airtime, integrating with banks and providing agile services and on time. The solution for restaurants took the development team more than a year and a half of work. They started with the fast food project; i.e., facilitating sales with a touch screen device. Members of the Bellavista Golf Club liked the idea and are now in the process of implementation. Beforehand, the San Francisco Golf Club, in Chihuahua, had already purchased the application. Now, in April, SoluOne will participate in a software fair organized by SAP. There they will reveal their solution for restaurants. “I was seeking specific development markets for SAP or certified by them, but they don’t exist. So we are committed to this solution. We believe that in this niche leaders will have an area of opportunity that we can take advantage of,” says José Raúl Zapata. Improving English From Zapata’s point of view, his human capital has talent and a good foundation, but they must specifically improve their English. “We’ve struggled a lot. I think that if we want to grow markets outside of Latin America, both the government and universities and microbusiness people must better ad-

March 2016

“I was seeking specific development markets for SAP or certified by them, but they don’t exist. So we are committed to this solution. We believe that in this niche leaders will have an area of opportunity that we can take advantage of,” says Zapata. dress this deficiency,” says the businessman. Talent exists but they need to strengthen their command of English language. For example, SoluOne has eleven employees in Mérida, Yucatán, and another sixteen in Mexico City. They already have an application in English and in mid-2015 they had the chance to sell it in New Jersey. “The problem was that only my partner or I could go, because we’re the only ones that speak English,” he says.

Of the eleven people that make up the SoluOne staff in Mérida, nine have graduated from one single, public, school: the Technological university of Mérida. This institution graduates students of a technical diploma in two years and engineers in four. “The students there have quality and enthusiasm. The education institution has a program that sends young students to France. Actually, I have two young employees who speak French perfectly. I think I could replicate this scheme with English,” says the interviewee. One of the most interesting challenges of SoluOne has been the company Concesiones del Sureste, a chain of more than 50 stores in various segments located in Playa del Carmen, Cancún, Cozumel, and Los Cabos, among other beach resorts. One of the brands that the company owns is Sarita ice cream, a chain recognized in Central America with over 250 POS. “The brand manager panicked

with a POS solution, and ours did not convince him, so I made a demonstration of the product. Today this customer has over a hundred outlets running the application,” says Zapata. The software entrepreneur indicates that the main challenges they had last year focused on delivering development commitments on time. Whenever you get a new customer and, above all, when they have a considerable size, there are always new functionalities to make and apply in the different countries where they are present. SoluONE performs its duties with three main areas: developers, consultants and support center, who manufacture the products, implement them, and give support to installed base respectively. In 2014 SoluONE was certified in Moprosoft 2.0 and recently adopted Scrum methodology, which is used in companies like Amazon, Intel, and Yahoo. N www.soluone.com

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Negocios ProMéxico | Mexico’s partner

photos

Mexico’s partner | Negocios ProMéxico

courtesy of vectium sureste

Vectium Sureste High-Tech Satellite Tracking and fleet management The company focuses primarily on the commercialization and installation of satellite tracking and monitoring equipment, along with the development and commercialization of tracking platforms and satellite monitoring; commercialization and installation of video surveillance systems for transport; fleet management, travel management business as well, as development, commercialization, and implementation of telemetry sensors for safe transport. interview with josé luis estefani, general director and founding partner, vectium sureste, by raquel rivas

Vectium Sureste was founded in 2005. José Luis Estefani, General Director and founding partner of the company focusses on the business of satellite tracking systems for vehicles in the south-southeast of the country, which ten years ago was not yet very exploited. In an interview, the CEO of the company explains that his professional profile is based on information technologies (IT), having graduated from the Technological Institute of Mérida as an Engineer in Computer Systems. He says the IT industry has always had the mission of looking towards the future and innovating. That is why he and his partners are committed to generating products and services that help improve the processes of other companies. “In addition, the industry has always been well paid because, by its very nature, the service it provides is very specialized.” To date, Vectium Sureste has worked with companies such as SkyWave (OrbComm), Telcel, Movistar, Iusacell, Technocom, Enfora, CalAmp, Cisco and Microsoft. And today they are working on the implementation of a tracking system for mobile devices (smartphones), so that their personnel can be monitored during their operational trips in an international oil company.

36

“We’ve made deals with the leading companies in the market, which has helped us position our brand. We promote ourselves as business allies, and not only simple suppliers, because as allies we not only deliver the product but help our customers select the best option based on their needs,” says the director, who recognizes that their main function

consists in providing advice to their allies before deciding to undertake a certain project. The company focuses primarily on marketing and installing satellite tracking and monitoring equipment, commercialization and installation of video surveillance systems for transportation along with development and commercialization of tracking platforms

and satellite monitoring; fleet management of corporate travel management; as well as development, marketing, and implementation of telemetric sensors for the security equipment in transportation vehicles. It also develops distributors in several cities in the country in order to serve their customers from different geographical locations, leading to a service

To date, Vectium Sureste has worked with companies such as SkyWave (OrbComm), Telcel, Movistar, Iusacell, Technocom, Enfora, CalAmp, Cisco and Microsoft.

March 2016

of added value. “A core value we have is to offer our clients quality products and services, and this reflects on the time we devote to their care and support,” says Estefani. Yucatán, a Spearhead The southeastern region of the country, especially the state of Yucatán, is considered a spearhead in IT, focused on major companies in the sector. Estefani says that Yucatán, in addition to its natural wonders, is a very quiet place to live; the academic level is very good, so Yucatán, specifically the city of Mérida, is considered a natural for attracting students from across the region, making labor supply more competitive for future graduates. The southeast region has the advantage of being within an hour’s flight from the USA East Coast. “The proximity to the state of Florida allows us to visualize important business opportunities, in addition to the fact that a considerable part of the population in that American state speaks Spanish,” says the director. “Besides, the youth of this region of the country (the Southeast), has the innate ability to understand programming languages, and this makes it easier for them to learn about the tools

March 2016

As for the youth of Southeast of Mexico, the director mentions that they have the innate ability to understand programming languages, and this makes it easier for them to learn about the tools for developing software. for developing software,” says Estefani. At the same time, the director believes that one of the main reasons why Yucatán is considered as the spearhead of the IT industry is its geographical location and its distance with respect to the center of the country. Therefore derived from this situation, “we have seen the need to create and innovate based on software development projects, which are easy to export.” High Level of Development and Competitiveness The IT industry, academia, research centers, the Yucatán state government and the federal government have put in place mechanisms and actions for attracting investment to the region. As a result, the Heuristic innovation center was created within the Scientific and technological park of Yucatán, where they are already working to create innovation projects. “Nowadays, we know that companies in the IT sector of the Bajío, in the center and north of the country lead us in the generation of technological de-

velopments, so the Heuristic Innovation Center is an incentive for us to generate technological products with high added value. This will allow us to compete at 100% with the other regions of the country that also develop IT. Similarly, employers are aware that we must take action to certify employees, and improve business processes, among many other things, to achieve the success we expect.” Estefani stresses that the Mexican Southeast has the conditions for the region to become a zone of technological innovation. Recently, in the city of Mérida the construction of what will be the state’s first polytechnic university, which will be specialized in information and communications technologies, was inaugurated. “This will result in graduates that will have the right profile to perform technological tasks, as is the case of software development, big data, and communications, among others that today have high demand in all sectors of society,” says Estefani, who did not hesitate to say

that this academic initiative will be an important seedbed for innovation in the region. On the other hand, the director explains that the high level of development and competitiveness in this region of the country is also due to the good disposition of the quadruple helix (academia, science, government, and private industry) to work together and develop this sector in the region. “The Cámara Nacional de la Industria Electrónica, de Telecomunicaciones y Tecnologías de la Información (Canieti, National chamber of electronics industry, telecommunications and information technologies), both at the national level and in the southeast headquarters, have played an important role in the issue of innovation in the business sector and its affiliates. This has caused good results, to the extent that today there are social enterprises that are beginning to present different innovation projects,” concludes José Luis Estefani. N www.vectiumsureste.com

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Negocios ProMéxico | Mexico’s partner

photos

Mexico’s partner | Negocios ProMéxico

courtesy of kwan tecnología

Kwan Tecnología Quality Software Development in Mexico This company has achieved what many seek: to become a supplier of software development engineers for large companies in the USA. interview with daniel castañeda castro, general director and founder, kwan tecnología, by luis fernando teca

Kwan was originally a oneperson company that gradually grew. The contacts and business relations established by Daniel Castañeda Castro, the company’s General Director and Founder, through ten years of experience working as software developer for top-notch companies in the USA, allowed him to move back to Mexico and work remotely for his employer: TIBCO Software, a world-class software company provider of many Fortune 500 companies. Castañeda worked remotely for TIBCO Software from Mérida since 2010, and in early 2014 “we entered negotiations to create develop-

ment teams here in Mexico. We started with fifteen developers, and that was the first major leap of growth by Kwan,” explains the founder. Today the company has 45 employees, mainly software developers, and also new customers. The software development that Kwan provides is based on good service, top quality software engineers, quality control engineers, a team that designs graphic interfaces and technical support staff. At Kwan they diversify always within the same type of service. “We provide our customers with human resources. Thus, instead of development

companies having to hire people in India or China, which represents hidden costs and difficulties reconciling time schedules and cultural differences, we save them these

The business development that Kwan provides is based on their good service, their top quality software engineers, quality control engineers, the team that designs graphic interfaces and the technical support staff.

38

problems because we are close to them,” he explains. Kwan is an engineering extension of its customers; that is, it is part of their software development team, only they are located in Mexico. “We produce software they sell in the USA and in other parts of the world. We are an extension of their software development departments, and we integrate with them in a transparent fashion as remote engineers,” says Castañeda. The main business of the company is to provide software development to foreign companies. The model is basically to establish an extension of their software development teams. “They tell me: ‘I develop this software product, and I currently have ten or twenty people here in my Silicon Valley office, but I need eight more developers on this programming language or technology and I want to hire them from Mexico’,” explains the founder of Kwan Tecnología. Thus, Castañeda and his engineers receive the profile

March 2016

“At Kwan we provide human resources. Thus, instead of development companies having to hire people in India or China, which represents hidden costs and difficulty reconciling time schedules and cultural differences, we save them these problems because we are close to them,” explains Castañeda. requirements, they recruit the engineers in Mérida or from all around Mexico, and if applicable they hire in this city. “People come to work in our offices, but they are really developing software for our customers. All the needs are detailed in the USA. The meetings are attended by the engineers in charge of each project, and the process is very transparent.” During the first three years of Kwan, since its foundation until the end of 2013, it actually remained a small business. There was no growth. “But in the last two years, we’ve had an interesting growth, with rates of 200%. We began with fifteen developers and now they have almost tripled,” says Castañeda. While Kwan customers do not require certifications, this does not mean that Castañeda and his pupils are not seeking them. According to the interviewee, the most important

March 2016

thing is experience. “When you already have had the experience of working with a first-class software company and you have learned the process, certifications complement what you already know. But when you obtain a certification just to have one, without really having the experience, it is not really all that helpful,” says Castañeda. It is important to share this experience with their developers. “I see things done the way these companies require, using the same kind of quality controls, the same leads processes, the same continuous integration. All these software and quality processes are followed. Perhaps we did not see them in a certification, but I’ve already experienced them for ten years by working with these teams. Thus, we can do things like these kinds of companies want things done.” Castañeda knows that the USA is taking Mexico into

consideration for software development, and he also knows that those companies are now considering the hidden costs of hiring people on the other side of the world, like China or India. Kwan, for example, does not compete with these countries in price. The difference his company offers is in terms of quality and added value. In fact, the personnel he hires is up to 25% more expensive than in other developing countries, but the total cost of engagement ends up being lower. The businessman and his company take advantage of the time schedule and proximity, in addition to integrating quality developers in his team, which obviously isn’t cheap, but they will do the job more efficiently. “This generates satisfied customers, because we produce visible results”, he says. Currently, Kwan is seeking additional lines of business.

One of them, in which he has been investing for a year, is a mobile application for the consumer, which he will begin to distribute in mid-2016. A team of seven people have worked hard on this development. It is a marketing app that has a foot in the web. Castañeda didn’t offer more details until it is available on the market. One of the difficulties that Castañeda deals with is English language. “We have the talent, and although the demand is there, it is still not enough. We need more. Recent graduates really have to take this very seriously,” explains the founder of Kwan Tecnología. The entrepreneur admits that unfortunately half of the graduates he interviews for a position are discarded because of their low level of English. He emphasizes the need to work very hard with universities so that they all improve this handicap at a high level. He, for one, has already identified the universities whose graduates from Computer Science and Engineering programs are best qualified for Kwan’s needs. N www.kwantec.com

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Negocios ProMéxico | Mexico’s partner

photos

Heuristic Center for Innovation and Development in Information Technology Yucatán wants to revolutionize innovation in the country Any company involved in ICT innovation is a candidate to join the Heuristic Center, although other companies from other fields that are planning to innovate with ICT-based actions are also welcome. interview with jorge solís buenfil, president, heuristic center, by raquel rivas

Aimed at developing a paradigm shift in Information and communications technologies (ICT), the Heuristic center for innovation and development in information technology consists today of twelve companies linked to this sector, whose main objective is to generate new products and services in order that “these companies develop, grow and, above all, make inroads into global markets,” explains Jorge Solís, President of the civil association that operates the center. Mexico ranks third worldwide in terms of exports of electronics and ICT services. Through its efforts, this center seeks to help the country climb in the ranking. “We do this not only through service but by increasing the number of technology-based innovative products—software, electronics, communications, and embedded components—that are made in Mexico and are present in international markets,” says Solís. The Center’s mission is implied in this work: “Our main objective is to help companies innovate more and bring them closer to big ICT international markets and consumers. We train people in charge of innovation and technological development in the companies through masters degrees, graduate courses, workshops and agreements with higher learning institutions.” In ad-

40

dition, through coaching and mentoring, Heuristic guides the path of innovation projects. “We help them in validating the idea, the technical and financial aspects, and the market acceptance of their project, and we help them develop their idea until they reach a prototype, and subsequently, when it becomes a product.” This innovation center is located in the Yucatán scientific and technological park

inaugurated seven years ago. Today it has around 100 hectares already developed, linking different areas of scientific research, for example on health issues and bio-diversity related to sustainable development. It is composed of laboratories and research centers supported by various academic institutions, such as the Universidad Nacional Autónoma de México (UNAM, National autonomous university of Mexico), the Cen-

Mexico’s partner | Negocios ProMéxico

courtesy of heuristic center

tro de Investigaciones Científicas de Yucatán (CICY, Scientific research center of Yucatán) and the Centro de Investigación y Asistencia en Tecnología y Diseño del Estado de Jalisco (CIATEJ, Center for research and technological assistance and design of the state of Jalisco). Some have laboratories or plants focused on different fields of action, such as seed improvement or food-based products, or development of geothermal en-

Mexico ranks third worldwide in terms of exports of electronics and ICT services. Through its efforts, this center seeks to help the country climb in the ranking.

ergy for conservation purposes. “Each institution has it own research projects and products. What the scientific park does is establish an ecosystem of collaboration between these institutions so that, for example, when the health area requires assistance in molecular biology, there is a laboratory where these kinds of experiments can be carried out; also, it enables different centers and institutions to use the park’s resources without having to create their own laboratory,” explains Solís. The Advantages of the Peninsula According to the interviewee, Yucatán offers three key advantages to the center. First of all, it has an important wealth of specialized human capital, in particular “a good base of

degrees in engineering and advanced mathematics, which are essential components for the issue of disruptive innovation in information technologies.” Solís highlights the presence of the UNAM, which has an important group of mathematicians in the state, as well as the Centro de Investigación de Matemáticas Avanzadas (CIMAT, Research in advanced mathematics center), in addition to the Universidad Autónoma de Yucatán (Autonomous university of Yucatán), the state’s highest seat of learning. That is why the companies that come to the state find a hotbed of engineers. Another advantage is connectivity: “We have access to Miami and Houston, in the USA, and Toronto in Canada, thanks to a great deal of di-

rect flights each week.” Finally, Yucatán offers excellent liviing conditions: “If we consider that the most important asset for these companies is human capital, it is essential that people who are devoted to ICT are happy with their careers, and this is something that is commonplace in Yucatán. The standard of living, educations services, health, and safety are other competitive advantages.” Sufficient Specialized Engineers In Yucatán there are sufficient engineers, whose specialization is fundamental as technological development requires constant updating. In this sense, the center that Solís presides over works actively with the Texas A&M University through an agreement in systems for ener-

“Our main objective is to help companies innovate more and bring them closer to big ICT international markets and consumers. We train people in charge of innovation and technological development in the companies through masters, graduate courses, workshops and agreements with higher learning institutions.”

gies, either petroleum-based or clean. They also have a close collaboration with the University of Miami on issues regarding climate and tourism. The ICT sector has grown constantly and steadily in the last ten years. Solís explains that over 260 ICT companies are currently established in the state, mainly devoted to software development, and his outlook is that this growth will continue. The center has a vocation and a specialization strategy in a topic called Automation of Knowledge Work, which is a technological development trend in the world related to Big Data, Analytics, Internet of Things, and advanced computing, all of which allows computers to make decisions based on models. Solís states that this is the main supply of expertise, and they have therefore sought to link the various institutions that make up his center through interdisciplinary work, and thus move into these areas of expertise, adding that any company doing ICT is a candidate for joining the center, although other companies from other fields that are planning to innovate with ICT-based actions are also welcome. Once a company is admitted, explains the President of Heuristic, it becomes an active partner in the civil association and has the right to participate and have a space in the center to develop its technology as well as to have access to all the services. “We have twelve companies that have already passed the process and are now partners, while three others are still being reviewed, but I see no problem for them to join. The only requirement is for any interested company to contact us through our website,” concludes Solís. N www.heuristic.center

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Negocios ProMéxico | Mexico’s partner

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Scrombow Group The loyalty game The company started out developing web pages, then custom systems for companies, and now it has a strategy to create games that engage consumers and generate more sales. interview with mauricio covarrubias espino del castillo, director of scrombow group, by rodrigo cansino

Mauricio Covarrubias says his company is a dream come true. He invented the word when we was five. “In my imaginary world, I wanted to have a company dedicated to develop toys and I wanted to call it Scrombow City,” he remembers. Today the company doesn’t make toys, but rather developments that allow customers to generate loyalty and more sales. Scrombow Group was founded in 2006 by creating a basic especific development for customers: web pages, and it gradually expanded its services. The company has grown based on referenced customers. “They asked us to develop systems for certain company

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functions, like Customer relationship management (CRM) or Enterprise resource planning (ERP). This was how Scrombow Group emerged as a solid enterprise,” says the Director of the group. Covarrubias believes that a system must adapt to the needs of a company and not the other way around. “If you’re in the parcel service business, you know perfectly well that you have to shape the contents to the size of the package, and that you will always have left over

space. On average, you use between 10% and 20%, therefore it is not the solution the customer needs. Hence, the company has to revise its methodology to meet the actual needs of companies and try to develop a totally friendly and intuitive platform,” he explains. The results were quickly reflected in the billing. During its first years, the company grew at a rate of 50%. Scrombow’s most successful system is a web based ERP that covers companies in the insur-

Mexico’s partner | Negocios ProMéxico

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ance industry, importers, and manufacturers, among others. None exceed one hundred employees. “The strength of the system is that it is very flexible. We are not afraid of learning about our customer’s business and needs, because this way we adapt the platform to what the business needs,” says the founder of this software development company. The challenges Covarrubias detects in the sector are mainly internal, on the side of programmers and developers.

Scrombow’s most successful system is a web based ERP that covers companies in the insurance industry, importers, and manufacturers, among others.

March 2016

“There is a lack of commitment by the people involved in a project. Developers are volatile, and this hurts the projects. We can’t stop projects due to the lack of programmers. At first it was not difficult, but I’ve seen that the industry has become cannibalistic, so to speak, because it is seeking opportunities, and I don’t blame them,” he says. So Scrombow solves this problem by hiring foreign freelancers. “I realized that it is not really a generational problem. It is a cultural problem that unfortunately Mexico has with its younger generation, which is restless and very volatile,” he says. Covarrubias identifies this behavior as part of the culture of the Millennial generation in Mexico. By hiring a foreigner, they realize that the commitment is solid and so they are committed people. Scrombow Group is affiliated to the Nordic Chamber as a representative of Iceland. This effort emerged with the desire of growing the business. Covarrubias approached the Nordic Chamber, which affiliates companies like Ericsson and Volvo, among others. One of the requirements to join was to have a good relationship

March 2016

Scrombow Group developed a platform based on gamification, i.e., creating an ad hoc game for the brand to induce the user/consumer to participate and get involved. with any of the five countries that this institution represents: Norway, Denmark, Finland, Sweden and Iceland. Coincidentally, Mexico lacked a representative in Iceland, so Covarrubias and his team made contact and worked to become the delegate. A strategy that has yielded good results for Scrombow Group lies in the gamification

of some applications. A very successful case is its development for the restaurant chain Wings Army, which needed a different promotion and marketing strategy. They wanted to bypass activations, leafleting, and promotional media like magazines. They new they had to do something more innovative, something that used technology, but differently.

Scrombow Group developed a platform based on gamification, i.e., creating an ad hoc game for the brand to induce the user/consumer to participate and get involved with the restaurant chain. Thus, Scrombow Group developed an app based on the Wings Army thematic: the military. “We created characters that customers can select as their own, and the chain can obtain customer data in order to get to know them better,” explains Covarrubias. Wings Army had an average ticket of 170 pesos, and with this app strategy it increased to 230 pesos. The franchise grew and reached Mexico City. Today they have 15,000 users that participate in this platform, people who are constantly playing, upgrading their levels and generating captive customers. The app invites the customers to return to Wings Army whenever they’re hungry for chicken wings, because they already have a story there and they can win. N

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Negocios ProMéxico | Mexico’s partner

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The Lift Quality and Price in Producing and Filming Commercials in Mexico The company has combined local and foreign customers in order to balance its income. It is betting on quality and taking advantage of Mexico’s geography. interview with avelino rodríguez, general director, the lift, by luis fernando teca

The Lift was established in 2005 to provide production services for advertising projects in the international market, and later hired international directors to make advertising projects for the Mexican market. “We look for jobs that stand out for the value of their production, their high complexity and their unique challenges so they can be addressed with personalized solutions,” explains Avelino Rodríguez, General Director of The Lift. The Foreign Market The Lift provides audiovisual production in Mexico to largescale international customers, and also represents international talent for domestic advertising projects. In 2016 they launched a production solution for advertising projects

that are distributed in alternative ways. “Today we are leaders in the market. For the past five years we’ve recorded 15% constant growth annually, and in 2015 our leads registered a growth of 30% compared to 2014, and we managed to regain the interest of the UK market with the production of four projects,” says Rodríguez. The company has gained recognition worldwide through linkages and sponsorships of festivals and highly recognized events such as the Cyclops Festival and the Cannes Lions. In ten years, it has played a major role in the development of Mex-

ico, and thanks to the country’s infrastructure, geography and culture it has positioned itself as one of the most desirable for international productions. The Lift has managed to accommodate more than 250 international projects that were produced in twenty states, which have had the participation of more than one thousand professionals—creative and technical staff—and leaders of the international audiovisual industry. Among the benefits this brings to the country “is the economic spillover of imported international projects, since 90% of the technical and creative staff, as well as the sup-

Mexico’s partner | Negocios ProMéxico

courtesy of the lift

pliers and services we use are Mexican,” says Rodríguez. Today, The Lift works mainly with advertising agencies that serve and solve communication needs, among others: Publicis, Marcel, Leo Burnett, JWT, and BBDO. And the brands they work with are Coca-Cola, Grupo Modelo, Nestlé, and Banamex. A Ghost Town During a recent trip to London, The Lift reactivated relationships with customers in the UK. They had over twenty appointments, out of which four projects were negotiated. “The companies that we work with on these projects

In 2016 they launched a production solution for advertising projects that are distributed away from traditional media.

are Blink Productions, Rattling Stick, and Academy Films,” says Rodríguez. Mexico currently represents approximately 60% of the company’s operations. Working in Mexico has become relevant, as they have managed to consolidate a group of internationally recognized directors for advertising projects in the Mexican market. They also provide production solutions for content projects. Last February 11, The Lift successfully sponsored the first edition in Mexico City of the touring Cyclops Festival. Over 120,000 people attended. During the festival, Mike McGee, one of the founders of Framestore, gave a talk on virtual reality and the future of communication formats in the entertainment media. In January of 2017, The Lift will bring together the Advertising producers association (APA) with the Mexican audiovisual industry through the

visit of a delegation of 25 English producers to Mexico City. A success story that Rodríguez likes to tell us related to LEGS Media. In March of 2015 they met with this new customer. The director, Geremy Jasper, had been commissioned to develop a short film for the Belstaff brand, specializing in motorcycle clothing. David Beckham, the face of the brand, was going to participate, as was the renowned actor Harvey Keitel. The challenge was to make an 18-minute long fiction film in five days. The short needed to recreate a world in the style of the old spaghetti Westerns of the 1950s with a circus, a ghost town, a cabaret, a motorcycle chase, and horses. So they needed all these elements in order to bring Geremy’s dream to the screen. “We took on the task of looking for locations that would fit the director’s vision and we found one in Tezontepec, Hidalgo. The

place would serve as the ghost town, and a desert canyon just out of town would serve to perform the jumps and motorcycle chase,” narrates Rodríguez. They also built an old gypsy circus on the plains near Chalco, and the Bluebeard Cabaret gave birth to the bar where the hero of the film is hiding. After a month of exhaustive work, five days of filming in over twenty locations in three states, a team of 250 people, more than twenty vehicles transporting technicians, celebrities, and department heads from location to location, they produced the largest project that the company has been in charge of to date. The Challenge of Getting Money From Rodríguez’s point of view, in advertising the main challenge is to get paid. Clients in Mexico take their time: they are 200% to 400% slower than customers in most other countries, and this leads to

Last February The Lift successfully sponsored the first edition in Mexico City of the touring Cyclops Festival. Later this year it will bring together the Advertising Producers Association (APA) with the Mexican audiovisual industry.

many problems that ultimately affect the quality of the products, so it is also difficult to find bank financing. “In matters of exports, the challenge is to sell our country beyond the perception caused by our constant domestic issues and events, whether violent or surreal. There are customers that perceive a lack of control on behalf of the institutions to reverse these issues and events, and that is our daily challenge. The positive side is that customers working in Mexico for the first time are happy with the results and they always return,” says the General Director of The Lift. The opportunities for development and investment grew by 100% export market. The company also saw an increase in the quality of local projects, which generated intense investment, and other projects that even though they have lower investment rates, will help better define the market and its main players. Venturing with new technologies such as virtual reality, and the growth of merged campaigns are also being planned. The geographical location of Mexico is very important for The Lift’s USA costumers. “Diversity is another leading-edge factor. The labor force and the flexibility of the country’s film infrastructure also play to our advantage,” says Rodríguez. Mexico has a highly competitive and cannibalized domestic market for advertising production. On the international front, Mexico is a great production destination, with very interesting true potential. “Another interesting movement is the constant growth and quality of our artists, technicians, and creative teams. We believe that there are good opportunities internationally for Mexican talent,” concludes Rodríguez. N www.thelift.mx

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Negocios ProMéxico | Mexico’s partner

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Mexico’s partner | Negocios ProMéxico

courtesy of cts

Corporate Travel Services At the Forefront of the Travel Industry Over the past twenty years, the company has undergone major changes in order to adapt to the needs of the market and its customers. interview with josé luis castro, founder and general director, corporate travel services (cts), by luis fernando teca

Today, Corporate Travel Services (CTS) is the only 100% Mexican travel management company. In the last five years the company has promoted the growth of On Tempo, a business unit specializing in planning and organizing conferences, groups and events. “We also entered the leisure travel market with the Leisure Life business unit, focused on meeting the need of both individual travelers and families. We recently developed a competitive online reservation tool to provide this service in an efficient manner and to keep up to date,” says José Luis Castro, Founder and General Director of CTS. At CTS the heart of the business lies in managing business travel, meeting all travel needs, from a small business to a large-scale company. CTS covers planning, implementing, and testing systems and technology that make life easier for the traveler, while generating savings for its customers, as the company transfers the purchasing power of its suppliers with travel products and services in large volumes. “Our experience is also shared with customers to formally create programs and plans that ensure efficiency when traveling with Leisure Life or On Tempo,” says Castro. The growth CTS has experienced “is exponential: we have recorded a sustained and continuous 20% annual growth. Customers have trusted us, and our suppliers as well. We’ve achieved a win-win relationship that allows us to continue being com-

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petitive, even in the sometimes adverse environment that affects the travel industry,” says Castro. The size of the company has also been increasing, and from three employees they started out with, the workforce has grown to almost 600 employees. Corporate Travel Services works with a Key Account Manager (KAM) model, which analyzes the customers’ movements and detects opportunities based on their history, offering destinations and services

tailored to each one’s taste and requirements. As for innovation and technology, CTS provides an online booking tool (OBT) that gives access to companies so that their employees can make reservations at any time and place. “We provide our travellers with mobility and flexibility,” says the founder of the company. Industry Challenges The General Director of CTS mentions that competition at times generates purchasing con-

ditions that are solely based on the price of tickets, and do not take into account the disadvantages of these operations. This causes an inability to make adjustments or changes that in the end are very expensive. That is why CTS can guarantee savings and efficiency. “We understand very well that our customers are not experts on these issues and don’t always have the resources to hire experts in charge of this important area in their company,” says Castro.

The growth CTS has experienced “is exponential: we have recorded a sustained and continuous 20% annual growth. Customers have trusted us, and our suppliers as well.”

The General Director of CTS mentions that competition at times generates purchasing conditions that are solely based on the price of tickets, and do not take into account the disadvantages of these operations. CTS has an implementation plan that considers all the present and future needs of every customer. It has two teams devoted to performing these tasks: one of them is Business Consulting, which implements the accounts efficiently with all the information necessary for an excellent service, while ensuring an efficient operation from the first day of operations. To ensure that the Service Level Agreement is met, from the beginning they assign the relevant accounts to a manager that tracks its needs and processes, ensuring quality service and a fluid communication between customer and agency. In the international market, traveling in Latin America has also increased. This is because

March 2016

March 2016

most companies that have centralized operations in the USA now have regional offices in Mexico, causing a positive impact on business travel in cities like Bogotá, Medellín, Sao Paulo, Río de Janeiro, and Lima. Among the challenges the country faces is the timely construction of the new international airport in Mexico City, which due to its capacity will become a travel hub for Latin America, with an estimated 120 million trips per year. The development of telecommunications and connectivity must also continue. Mexico has the infrastructure to build more roads to connect business centers and thus promote the tourism industry by land. A Promising Future One of the main features of

CTS is being at the forefront of state of the art technology. “A few years ago, we were pioneers in the implementation of direct online reservations for users. This led us to the use of a digital application owned by robust corporation that performs more than 2,500 monthly reservations. With a proper strategy, and commitment to customer service, support and management, we have led our customers to adopt the use of this tool among 85% of their users,” says Castro. This percentage is relevant compared to the levels of other countries like the USA or Brazil. The result is optimal since the corporation attained greater efficiency in its travel process and, therefore, generated savings with a specialized technological tool.

As in many other sectors of the service area, Mexico is called upon to be a relevant player in the international scene. “At CTS we are ready to meet the challenges of the environment and provide the world-class services that our country is already identified with around the world,” says Castro. The future is promising: the more tourists that come to Mexico, the more investment and service providers, the more airlines with more flights, more networks, more seats… “The most important part is for the government and employers to care for these resources. From here to the next ten years, according to the World Tourism Organization, one of the Latin American countries that is going to grow the most is Mexico,” concludes Castro. N Do I need a TMC to plan my company’s trips? www.cts.com.mx/necesitounaTMC.html www.cts.com.mx

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Negocios ProMéxico | México in the world

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IT business matchmaking forum The Baja California venue was selected because it is one of the states with the greatest national participation in the IT sector. Its closeness to California and Arizona help that the development of the industry is carried out in a bilingual, binational and bicultural environment, creating competitive strengths on both sides of the border. by proméxico

In order to strengthen the connection of the IT sector with production processes in our country, last 8 March ProMéxico held a “Business Roundtable on Information Technologies” in Tijuana, Baja California. For the first time, our country is conducting an exercise in building relationships and permanent bridges between IT and the productive sectors that are incorporating more solutions and applications to increase efficiency and productivity. ITs crosscut the economic branches in Mexico, so on this occasion various companies from sectors such as electronics manufacturing, automotive, aerospace, textile manufacturing, fishing, beverages, and fresh and processed foods, among others, participated in the Business Roundtable from sectors such as electronics manufacturing, automotive, aerospace,

textile manufacturing, fishing, beverages and fresh and processed foods, among others. This initiative is an ongoing collaboration carried out jointly with the Cámara Nacional de la Industria Electrónica y Tecnologías de la Información (Canieti, National chamber of the electronics industry and information technology), the Catálogo de Proveedores de la Industria de Manufactura (Capim, Catalog of suppliers to the manufacturing industry), the Asociación Mexicana de la Industria de Tecnologías de la Información (AMITI, Mexican association of the information technologies industry), México IT, the Ministry of Economy, clusters, and local governments, among other relevant stakeholders. Industry trends, financing programs, and other issues were discussed during

The technology ecosystem of Baja California is made up of more than 300 companies, which in turn have more than 5,000 specialized engineers in this business segment, with an average growth of 11% in the last five years, higher than the national average in other branches of the economy.

México in the world | Negocios ProMéxico

proméxico

the meeting. Additionally, business-tobusiness (B2B) meetings were held, where a group of thirteen anchor companies (buyers) conducted 123 individual business meetings with ninety national suppliers of this sector from Baja California, Sonora, Chihuahua, Nuevo León, Jalisco, and Querétaro, mainly. While multinational companies often bring their computing and software solutions from abroad, it is also true that there are areas of opportunity to strengthen the participation of regional or national players that can provide multiple solutions to their needs with world-class services, including many companies that export to different parts of the world. Among the results, we can mention short-term operations exceeding two million dollars and, if we add medium and long term operations the figure reaches five million dollars, which is relevant considering that it is a first exercise in selling specialized services, and that, on the other hand, we are opening the door so that large companies consider Mexico as a supplier is this field.

Among the testimonials of the participating companies, we should emphasize the appreciation of the suppliers for opening doors to multinationals that individually they had no prior access to. From the buyers perspective, they reiterated that it was a good exercise because they were approached by companies capable of providing solutions to their many needs. These requirements are world-class and they noted that Mexico has achieved a level of excellence, so this Roundtable exceeded their expectations considerably. This event set the tone so that ProMéxico continues to be a catalyst in the growth and development of the national productive chain in specialized sectors, and justifies an increase in the scale of these types of meetings by multiplying them in different regions of the country. The Baja California venue was selected because it is one of the states with the greatest national participation in the IT sector. Its closeness to California and Arizona help that the development of the industry is carried out in a bilingual, binational and bicultural environment, creating competitive strengths on both sides of the border. The technology ecosystem of Baja California is made up of more than 300 companies, which in turn have more than 5,000 specialized engineers in this business segment, with an average growth of 11% in the last five years, higher than the national average in other branches of the economy. Its objectives through the “IT BAJA” cluster are set in three axes: 1. Expanding international markets, 2. Developing human capital, and 3. Strengthening infrastructure. Overall, working on these points will support the competitiveness of our client

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March 2016

March 2016

Business-to-business (B2B) meetings were held, where a group of thirteen anchor companies (buyers) conducted 123 individual business meetings with ninety national suppliers of this sector from Baja California, Sonora, Chihuahua, Nuevo León, Jalisco, and Querétaro, mainly. companies, providing them with design, production, software and IT program engineering, as well as specialized management of strategic information, “BPO’s-Call Centers”, systems integration, app creation, videogames and contents, 3D animation, among other creative media. This cluster works hard to be a national leader with products and world class services, creating new companies that generate high added value, raising and inducing their capabilities, increasing the quality of life through the use and implementation of IT, as well as attracting new IT projects that boost established companies. It should be noted that during the event, the Baja-ProMéxico IT Collaboration Agreement was signed, which lays the

foundations for joint work to boost this sector and, involves carrying out activities, events, and specific actions to promote the capabilities of the cluster abroad, foster the internationalization of its companies, and promote also greater domestic penetration in the different productive sectors relevant to the economy of Mexico. The expected results of the Business Roundtable were met with the integration of new domestic suppliers to the operations of large companies established in our country and, on the other hand, by detecting opportunities where the three levels of government can create and strengthen public policy programs, as well as incorporate the areas of “government procurement” of its various agencies. N

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Negocios ProMéxico | Guest opinion

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Guest opinion | Negocios ProMéxico

courtesy of capim

CAPIM A Tool to Boost Business Today CAPIM is a “living” entity, the result of accumulating data and experience, and with its online version it ceased to be a directory to become a reference tool for creating new businesses. interview with alfredo pacheco vázquez, general director of the cámara nacional de la industria electrónica, de telecomunicaciones y tecnologías de la información (canieti, national chamber of the electronics industry, telecommunications and information technology), and rené alberto mendoza acosta, regional director of the northern headquarters of canieti and national coordinator of the catálogo de proveedores de la industria en méxico (capim, catalog of suppliers of the industry in mexico), by proméxico

The CAPIM is a tool for connecting national suppliers with the maquiladora industry and multinational companies in Mexico. It is a tool for buyers to identify suppliers and thus increase their purchases in Mexico. The CAPIM seeks to ensure that suppliers in Mexico increase their sales through effective business connections with industry buyers across the country. It represents a comprehensive effort for supplier development where industry, business organizations and governments are involved. In its third edition, it has strengthened the process of connecting businesses through expanding the user base to the entire industry in Mexico. In past editions the CAPIM focused only on the maquiladora industry. In this third edition it includes the whole installed industry in the country, including maquiladoras, potentially increasing the business opportunities of the registered companies. How it Arose The CAPIM was born more than five years ago, precisely because of a need in the economy. “On the issue of manufacturing we really wanted to make a real effort in connecting the industries,” says Alfredo Pacheco, General Director of Canieti. The CAPIM emerged in Ciudad Juárez, Chihuahua. “The biggest key to success that his program has had is that it started out as a catalog: like an X-ray of the industry at a certain point in time. It was published once a year and that was that,” says René Alberto Mendoza, Regional Director of the Northern Headquarters of Canieti and National Coordinator of the CAPIM.

turing maquiladora industry for export. One of the issues that this industry confronts is the development of suppliers. “We organized a meeting that was the start of the CAPIM. We had the chance to gather around one hundred executives from top companies like General Electric and Foxcon, among others, and the subject was the integration of national suppliers to the export chain,” says Mendoza. For that meeting, they prepared a presentation that showed the advantages of purchasing in Mexico and substituting imports. The maquiladoras were interested, since developing local suppliers was a logistical and competitive strategy for them. But they lacked knowledge regarding companies available in Mexico

that supply products, services and productive processes that could become suppliers to the large industries installed in the country. By the end of that meeting, Canieti decided to create a database, a directory and a catalog, which has evolved over the years. Today, the CAPIM is a “living” entity, a result of years of accumulated data and experience. With its online version it ceased to be a directory and has become a consulting tool for creating new businesses. How it is Formed To be a part of the CAPIM, the only requirement is to be duly registered, either as an individual or as a company. The difference between the physical and the digital

The CAPIM is a tool for connecting with the maquiladora industry and multinational companies in Mexico. It is a tool for buyers to identify suppliers and thus increase their purchases in Mexico.

A Short History of the CAPIM Ciudad Juárez is the headquarters of the Northern Branch of Canieti. In this region, the engine of the economy is the manufac-

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The developers of the CAPIM work with sophisticated mathematical algorithm analysis, driven by software, which allows evaluating the characteristics and profiles of the companies, in order to give potential options to suppliers. catalogs is that the paper edition is a reference tool, while the digital version includes a complete profile of the company and allows the buyer to more effectively seek the specifications of the companies that could supply the material. To keep this effort updated, the private sector, business organizations and the government all participate. The CAPIM has a board that meets three times a year. Included in the board are several government agencies—primarily the Ministry of Economy, ProMéxico, Bancomext, and (since last year) Nafin—, business organizations—such as Canieti, the Industria Nacional de Autopartes (INA, National autoparts industry), the Consejo Nacional de la Industria Maquiladora y Manufacturera de Exportación (Index, the National council of the maquiladora and export manufacturing industry) and the Asociación Mexicana de Parques Industriales (Ampip, Mexican association of industrial parks)—. The developers of the CAPIM work with sophisticated mathematical algorithm analysis, driven by software, which allows evaluating the characteristics and profiles of the companies in order to give potential options to suppliers; i.e., so that searchers

March 2016

who consult the database acquire knowledge about the companies they can make alliances with. “To date, we have verified over 1,200 companies that maintain a high profile and a high chain potential. Of these, 1,151 companies have a high chain value, and 49 have a very high value to become potential suppliers in Mexico,” says Mendoza. Success Stories The multinational Lowe’s—which sells household products in the USA and Canada—used the CAPIM to help its few stores in Mexico. For the last couple of years, the company is seeking local suppliers in Mexico to manufacture products that will later be sold in the USA and Canada. Through the CAPIM, Lowe’s contacted several companies in Monterrey, Chihuahua, and Tijuana that are currently selling garden furniture for all their stores in North America. In fact, the company was so pleased with the catalog that its top executive sent the following letter of recommendation: “Thanks to the CAPIM and the effective business meetings that have been conducted, we have accelerated the process of identifying SMEs with potential to join

our supply chain. Therefore, based on our experience working with the Canieti, we highly recommend the services offered by the chamber for any project that involves diagnosis and connection of SMEs with multinational firms. Signed, Carlos Olivo, Managing Director, Lowe’s Mexico Sourcing.” Another satisfied buyer is Ikor, a global company that offers comprehensive design services and manufacture of electronic circuits. “The business meeting was an excellent opportunity for suppliers and buyers to meet, because they could not be detectable by other means. I’m glad to share that I am in contact with companies that in the future will become part of a list of suppliers that will be approved for sales to the group on three continents,” says Ikor’s David Smith Pérez. But not only are the buyers happy; the sellers are as well: “Our most sincere gratitude to the whole CAPIM team. Thanks for supporting us in achieving an effective and fruitful interaction with potential prospects for our company. We have new customers through the national connection process,” said César Rodríguez, General Manager of COPLASCO (a packaging manufacturer). “The CAPIM has brought us great benefits. The main thing for us is to have facilitated business connections with industries that we wouldn’t have had the opportunity of meeting if it had not been for the CAPIM,” says José Avilés, General Manager of Encino Metals (an industrial recycling service). N www.capim.com.mx

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Negocios ProMéxico | Guest opinion

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CENTRO Edu Transforming Creative Industries into High-Impact Companies Stop for a second and think: everything we use has passed through the hands of a creative person. Everything: your desk, pen, coffee-cup, eyeglasses… For the production of goods and services, in addition to management, the effort and sum of various professions is needed so that, from the outstart of an idea, it is possible to create jobs and wealth. by alejandra barroeta lara, centro edu

For Mexico, creativity represents a growing industry because Mexicans are well known for their ability to generate ideas and, on that basis, identify opportunities to create value. The estimated size of the creative industries, as a sector and considering its distribution network, represents 6.7% of the country’s GDP (IMCO, 2015)1. The potential for this types of activities—advertising, design, architecture, music, dance, fashion, and literature—represents the development of the creative industries, both at the regional and national levels. However, efforts and recognition from other areas with business acumen must be added to boost the efficiency of the creative projects and thus face the financial problems that generally limit creativity. If we doubt that this sector can be a catalyst for the economy, we should look at the growth it has had in the United Kingdom (UK) in recent years. Only between 2012 and 2013, creative industries grew 9.9%, more than thrice of the Finance and Insurance sector, and almost twice as fast as Real Estate2. Jobs created in the UK exceeded 1.71 million in 2013, while income from exports of services represented 8.8% of total service exports in 20123. We must consider that the future of science depends not only on researchers, but also on visionaries whose ability to

create an image has a certain magic that captivates scientists. Since 1870 the French writer Jules Verne introduced man to submarines and lunar worlds. A similar case is that of Mexican film director Alfonso Cuarón, internationally acclaimed by the quality of Gravity, a movie that was able to bring the spectator to outer space. This motion picture, which had a budget of 110 million dollars, earned revenues of over 716 million dollars. The question is: how do we achieve similar returns for the Mexican market? A Vision for Transforming the Industry Besides projects, we need a vision to drive the transition of traditional companies to high-impact enterprises that can identify business opportunities and generate sus-

RU | Industry Growth Between 2012 and 2013

Finance and insurance Real Estate Creative Industries

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2.40% 5% 9.90%

Guest opinion | Negocios ProMéxico

courtesy od centro edu

tained growth without the fear of failure. Entrepreneurs need public policy support that favors the protection of intellectual property and recognition of the value of copyright through a process that recognizes the efforts of creativity as an asset in the value chain. Depending on the nature of the good or service resulting from an idea, in Mexico there are three categories to obtain intellectual property rights:4 1. Intellectual property, related to knowledge that can be incorporated into tangible objects. It is regulated by the Instituto Mexicano de Propiedad Industrial (IMPI, Mexican institute of industrial property). 2. Copyright, focused on literary, artistic, and cultural projects, as well as software programming. It is regulated by the Instituto Nacional del Derecho de Autor (Indautor, National copyright institute). 3. Industrial property; that is, the rights of patents, utility models, industrial designs, manufacturing, trade and service trademarks, brands, indications of source or appellations of origin. It is regulated by the IMPI. Through formal procedures, Mexican authorities extend the right of citizens to process recognition in national territory,

March 2016

or even internationally, unless there is already a notification by any third party. It is noteworthy that the benefit of obtaining property rights, as well as brands, in addition to being economical, also has an intrinsic and intangible value that can be estimated monetarily. According to a UNESCO study, The economic impact of creative industries in America, in the USA the copyright industry represents 11% of the GDP, and is related to 8.19% of employment. For Mexico, the equivalent shares are 4.77% and 11.01% respectively, which in turn represents a big challenge facing the development of the Mexican industry, which must meet additional productivity issues other than copyright recognition. Megatrends and the Entrepreneurial Ecosystem To understand the impact representing this industry in applications of everyday life, it is important to connect the creative contributions to the megatrends—issues that imply major transformations of various types—. Technological development. In the next five years the number of connected devices per person will duplicate; only in Mexico, the invention coefficient5—the higher the number, the more technological activities develop—has increased from 0.064 in 2008 to 0.107 in 2012: 67% in four years! And for an application to represent an experience for the consumer, the intervention of artistic abilities is essential for it to be adopted in the market. According to the Global entrepreneurship monitor, a study by Babson College in conjunction with other universities, in the past three years an increase in entrepreneurial activity, the establishment of new businesses and an improvement of the perception of entrepreneurship on behalf of society has been observed in Mexico. Rapid urbanization. Another megatrend that is connected to the creative industries is the rapid growth of cities. In 1800 only 2% of the population lived in cities, an era when most economic activities were located in the primary sector; in contrast, by 2016 one out of every two human beings live in cities, and it is expected that this indicator will pass from 50% to 72% by the year 2050. The vertical way growth is developing in cities, together with the development of innovations in

March 2016

Creative industries in Mexico are in a stage of growth. Their presence in other potential priority areas for the economy favors their outlook and growth expectations. public services, will have an impact on the creation of welfare for the country. Through efficient design, intelligent cities promoting the quality of life of their inhabitants will be built. Growth Potential Creative industries in Mexico are experiencing a period of growth. Their presence in other potential priority areas for the economy favors this outlook and the expectations of development. Both the entrepreneurial ecosystem and the crosscutting factors are currently booming, showing signs of a more favorable context than in previous years. However, for the creative industries to achieve sustained growth, it is essential to combine efforts with other areas. In order for confidence to bear fruit, it is necessary to both increase efficiency and productivity of jobs generated and register intellectual property. The economic environment encourages the development of the industry through the growing entrepreneurial ecosystem in Mexico, which actively promotes the boom of creativity. Both universities and

private equity funds, the government, private institutions, and society are promoting the creation of high-impact companies that have a vision for transforming the industry, that are discovering the existence of megatrends, and that are enjoying the potential of growth that creative industries possess, as much or even more than other service industries, starting with an abundant basic ingredient in Mexican culture: ingenuity. N www.centro.edu.mx

1

Industrias Creativas y Obra Protegida (Creative Indus-

tries and Protected Works). Rep. IMCO, Motion Picture Association, August, 2015 – February 2016, 2

http://www.pwc.co.uk/industries/entertainment-

media/insights/imagi-nation.html 3

Ibídem

4

http://www.tuempresa.gob.mx

5

This index was developed by the Conacyt to mea-

sure the number of patent applications per 10,000 inhabitants, and the proportion of the population engaged in technological activities

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Negocios ProMéxico | Guest opinion

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TechBA Among the Top five business acelerators in the World UBI Global, an organization that analyzes and measures the performance of companies in incubation, recognized TechBA as one of the five top business accelerators in the world. by carolina ruiz

Jorge Capistrán, an architect committed to the poorest social sectors, authored a technological development that has caused major astonishment among Stanford researchers as well as Silicon Valley investors, who have confirmed its innovative potential and its applications in the poorest regions of Latin America and Africa. This technological development, under the Armo trademark, is precisely a building alternative in which the blocks or bricks themselves have the capacity to assemble with each other to make stairs and roofs. Capistrán has been working on this project for over seven years, since he

moved to Cholula, Puebla, where he unsuccessfully tried to compete with the region’s brick manufacturers, made up of families with a history in manufacturing these construction elements. Fierce competition between these families led to his failure, and hence the need was born to generate an element of differentiation that would offer competitive advantages over his business adversaries. So he developed a “lego” of sorts, but more sophisticated because the curves of the bricks fit together perfectly with the hollow curves of other bricks. As a result, one can build a very solid wall

In Mexico, TechBA is a benchmark in the industry thanks to its deep knowledge and experience in identifying and enhancing the value of Mexican enterprises.

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Guest opinion | Negocios ProMéxico

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because the bricks are not placed one on top of the other, but rather one within another (the depth of assembly between both bricks is important because it is not superficial, and therefore the connection between them offers special strength). This construction system has progressed. Before, his company only made walls and then he added spaces for windows, doors and then roofs and supports for extra floors. Today they can also make “pigeon” finishings and windowsills. Forty square meter houses with this technology can be built in fifteen days, at a cost of 120,000 pesos. Capistrán received the support of the Fundación México-Estados Unidos para la Ciencia (Fumec, United States-Mexico foundation for science), and of the Technology business accelerator (TechBA) program. Thus, Armo arrived in the USA to

March 2016

rave reviews for its projection, and opinions about its technological development have been flattering. TechBA’s Job TechBA is considered one of the top five business accelerators worldwide. This recognition was given by the firm UBI Global, an international organization based in Stockholm, Sweden, specialized in analyzing and measuring performance of incubators and business accelerators. UBI Global has recognized TechBA among more than 400 incubators and accelerators associated with universities in seventy countries. TechBA underwent an evaluation process in which UBI Global analyzed more than sixty indicators, observed the work of retention and tracking of the companies that are part of the accelerator’s portfolio, and had meetings with TechBA’s team of experts. TechBA is a national and international business accelerating network with over ten years experience and a proven model that has helped hundreds of Mexican companies in their insertion process in dynamic ecosystems and value chains in North America, Europe and Latin America. As a program of Fumec it provides access to an exclusive network of allies and high level international business specialists in strategic sectors such as aerospace, automotive, biotechnology, energy, agribusiness, information technologies and new media, health, and clean technologies. The General Director of TechBA said that their recognition as one of the top business accelerators in the world is the result of the efforts of Mexican businessmen and the work of the Fumec and TechBA team in providing support to local and international entrepreneurs. The success of TechBA, according to several businessmen who have lived the experience, is that it creates a model of comprehensive acceleration, incorporating additional mechanisms to support innovation for penetrating the strategic links of the different value chains. This is particularly important in the interaction that Mexico has with the USA and Canada, given the major transformations that are occurring in sectors such as automotive and aerospace, as well as the new challenges facing the border between Mexico and the USA, that seeks to position itself as the best location to develop advanced manufacturing.

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It took UBI Global more than eight months to name TechBA as one of the best business accelerators. This measure enabled them to distinguish the incubators and accelerators that are pioneers in the industry and whose performance is outstanding, as they have a higher yield than the global average, which makes them “exceptional programs.” The selection process It took UBI Global more than eight months to name TechBA as one of the best business accelerators. This measure enabled them to distinguish the incubators and accelerators that are pioneers in the industry and whose performance is outstanding, as they have a higher yield than the global average, which makes them “exceptional programs.” All participants receive an overall score compared to the global average (the top 10% of the best programs). The score is cumulative, based on overall performance according to the UBI Global Benchmark Framework, also known as the Marco Bhatli & Eriksson, which measures the performance of an incubator. The parameter consists of three categories: 1. Value for the ecosystem 2. Value for the customers 3. Attractiveness These categories measure the impact to the economy generated by the incuba-

tor: talent retention, which measures the contribution of talent (the workforce) of the incubator in the region, in addition to measuring the development of the competencies (that is, the ability of the incubator to import the skills of its start up customers); access to funds (which measures the ability of the incubator in providing relevant access of its start-up customers to funds); network access (which measures the ability of the incubator to provide quality access to services and premises of the incubator); and post-incubator performance (which measures the ability of the incubator in developing growing companies). The study is applied to more than 500 incubators from 73 countries in the six geographical regions of the world. In Mexico, TechBA is a benchmark in the industry thanks to its deep knowledge and experience in identifying and enhancing the value of Mexican enterprises. N www.techba.org

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Negocios ProMéxico | Figures

The Complete Guide to the Mexican Way of Life

Foreign Direct Investment In 2015, Mexico recorded almost 28.4 billion dollars in Foreign Direct Investment (FDI), 25.8% higher than the preliminary figure for 2014 (22.5 billion dollars). The 2015 figure is the net result of the sum of 32.8 billion dollars by way of inflows, less 4.4 billion recorded as FDI decreases.

The Lifestyle

FDI recorded in 2015 came from 3,371 companies with foreign capital, comprised as follows: By type of investment (source of funding): New investments

37.2%

Intercompany accounts

32.1%

Reinvestment of profits

30.7%

• The acquisition of shares in the telecommunications companies Iusacell and Unefon by AT&T in the first quarter of the year, for two billion dollars. • The sale of one of the lines of business of the Mexican company Vitro to an American company in the third quarter, for 2.15 billion dollars.

Manufactures

50.0%

Financial services

10.0%

Information in mass media

9.8%

Commerce

9.0%

Construction

7.3%

The remaining sectors accounted for

13.9%

By country of origin USA

53.1%

Spain

9.6%

Total FDI received during the fourth quarter amounted to almost 4.9 billion dollars.

Japan

4.7%

Germany

4.3%

FDI accumulated in this administration: 99.7 billion dollars, 61.1% greater than the amount originally reported at the end of the first three years of the previous Administration (almost 61.9 billion dollars).

Canada

3.8%

Other 74 countries participated with the remaining

24.5%

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Among the inflows are two transactions:

courtesy of mexico tourism board

By sector:

Mexico’s landscapes take on leading roles By Mexico Tourism Board

Mexico offers breathtakingly diverse natural and colonial landscapes and sceneries, from pre-Hispanic temples and Spanish haciendas to modern architecture. Scouted by film directors from all over the world, the country’s most scenic and culture-rich locations have taken leading roles in some of Hollywood’s best movies. 60

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FICUNAM rescues cinematic gems

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Interview with Eva Sangiorgi

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Note: The figures reported only consider investments made and formally notified to the National Registry of Foreign Investment of the Ministry of Economy; hence its preliminary nature. It is possible that these figures will be updated in subsequent quarters Source: Balance of Payments Manual, International Monetary Fund (IMF); Benchmark Definition of Foreign Direct Investment of the Organization for Economic Cooperation and Development (OECD). Jointly reviewed by the Ministry of Economy and the Bank of Mexico, these figures will be included in the latter’s Balance of Payments Report

Jewelry, a national quality

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The game business

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March 2016

By Andrés Fonseca

By Luis Fernando Teca

Music industry Mexico around the world in full volumen

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By Rodrigo Cansino

The National health laboratory Fighting cancer and diabetes

By Rodrigo Cansino

The Lifestyle | Negocios ProMéxico

Negocios ProMéxico | The Lifestyle

FICUNAM rescues cinematic gems The UNAM International Film Festival (FICUNAM) reaches its sixth edition with great vitality as one of the most important film festivals in the country. Its commitment to the broadcast of both national and international films that are hard to access in Mexico has been the key to its success. interview with eva sangiorgi, director of ficunam, by raquel rivas

Eva Sangiorgi, Director of FICUNAM, notes that the leitmotif of the project is based on independent authorial films, in addition of innovative narratives and production models. “We have a varied cinematic offer that enriches both the audience and the filmmakers who come to present their films,” she says. To date, thanks to the tremendous work done by the UNAM Cinematheque and major international institutions, in the first five years of the festival they have screened 544 movies in front of 70,000 spectators, plus 248,000 visitors. And all this with the same purpose: to rescue cinematic gems from the archives.

Foreign Participation While the festival was conceived by the National autonomous university of Mexico (UNAM) in 2011 as a festival open to academic research and exploration in cinema, and as an important display in Mexico for independent films around the world—including documentaries, fiction and hybrids—, the organization is always looking for new cinematic discoveries that overcome barriers. To achieve this, the FICUNAM created an exclusive competition for international works, in which films from all sources are collected, bringing together both recognized directors and emerging talents, with

After receiving 18,000 spectators during seven days, FICUNAM awarded Bi Gan the Puma de Plata for best director for Lu bian ye can. Un etaj mai jos by Rumanian director Radu Muntean was awarded the Puma de Plata for best film. The Iraqi-French production Homeland (Iraq Year Zero) by Abbas Fahdel received the Audience award.

The international competition has two major awards: the Puma de Plata (Silver puma) to the Best Picture, and the Puma de Plata to the Best Director. Both consist of 100,000 pesos and a silver sculpture designed by Mexican artist Martín Soto Climent. nential exhibition across the country. In addition, they are always seeking to bring the filmmakers to generate a conversation among all the specialists in the cinematic world. This year, the festival presents twelve films in the international competition, from countries such as Argentina, China, France, Greece, Iraq, Italy, Portugal, Romania, and, of course, Mexico. In the section devoted to film students from Ibero America, ten short films offer a perspective of what is being produced in their respective film schools.

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courtesy of ficunam

In the first five years of the festival they have screened 544 movies in front of 70,000 spectators, plus 248,000 visitors.

the intention of offering an innovative panorama of contemporary cinema. The international competition has two major awards: the Puma de Plata (Silver puma) to the Best Picture and the Puma de Plata to the Best Director. Both consist of 100,000 pesos and a silver sculpture designed by Mexican artist Martín Soto Climent. “We always launch a call for people to register freely and openly. Through our website, anyone interested can send their work. It is clear that we seek recent films (only up to a year old), that also make a proposal in narrative and aesthetic terms,” says Sangiorgi. At the same time, she stressed that they are open to all types of films and genres. The festival also includes a competition section called: Aciertos, Encuentro Internacional de Escuelas de Cine (Hits, an International meeting of film schools), conceived as a meeting place for film students and teachers from the Latin American region. Young filmmakers can exchange their first experiences in the industry, while representatives of the schools are able to promote the creation of job networks. The prize to the best short film in this section consists of 35,000 pesos, plus a Puma de Plata medal for the filmmaker. Sangiorgi explains that the benefits of participating in the FICUNAM are not only focused on the prizes. Foreign works that are chosen for projection, have expo-

The year of Portugal For the sixth edition of FICUNAM, Portugal is the highlighted country, with different projections such as A glória de fazer cinema em Portugal (The glory of making films in Portugal) by Manuel Mozos (2015), and Visita ou memórias e confissóes (A visit, or memories and confessions), a feature film by Manoel de Oliveira (1982). Programming was achieved thanks to the collaboration of the renowned Portuguese Cinematheque, which also provided a program by filmmaker Paulo Rocha. The viewer can rediscover an important part of

the Portuguese film heritage, thanks to the rescue of some cinematic gems from their archives. In addition to the presence of Portugal as guest of honor, the festival has the support of important international institutions such as the embassies of Austria, Spain, France, and the Netherlands, as well as that of the Anglo-Mexican Foundation and the Cineteca Nacional (National cinematheque). The other section The FICUNAM also has a space for screening films that are out of the official competition. This selection is divided into different sections: Contemporary Manifesto, devoted to works by great masters still active in the world of cinema; The Future, centered on authors in training, who are producing the films of the future; and a Retrospective, this year devoted to Portuguese filmmaker Miguel Gomes, who began writing about movies and later became a filmmaker. In addition to film screenings, the festival includes book presentations, panel discussions, lectures, and various activities to heighten the film world. As a novelty, the sixth edition will include the Festival Scope this year. Through this initiative, anyone who lives out of Mexico will be able to see Mexican movies included in the program. At the same time, the virtual platform Cinema Uno will provide online access to 400 people who will enjoy seven international films (one per day), as well as FilminLatino, the festival’s channel that will serve as a bridge to promote Mexican films after the festival. N www.ficunam.org

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The Lifestyle | Negocios ProMéxico

Negocios ProMéxico | The Lifestyle

Mexico’s Landscapes Take on Leading Roles Mexico offers breathtakingly diverse natural and colonial landscapes and sceneries, from pre-Hispanic temples and Spanish haciendas to modern architecture. Scouted by film directors from all over the world, the country’s most scenic and culture-rich locations have taken leading roles in some of Hollywood’s best movies. by mexico tourism board

such great diversity, it was named a Unesco Intangible Cultural Heritage in 1987. It is no surprise, then, that the Zócalo was chosen as the setting for the latest

It is no surprise, then, that the Zócalo was chosen as the setting for the latest installment of the James Bond franchise, Spectre, released in November 2015. A country full of culture and beauty, Mexico is and will continue to be a favorite among film directors who seek not only the majestic landscapes but also a cultural richness that breathes life into their stories.

The desert and sea of Guayma’s beaches in Sonora, the Hacienda de San Blas in Tlaxcala, the former Hacienda de Santa Maria Regla in the Pueblo Mágico (magical town) of Huasca, Hidalgo, and the former Hacienda de Gogorrón in Guanajuato, are just some of the sites where El Zorro fights his enemies. Moving on to the coast of the state of Baja California, we find the charming town of Rosarito, which was featured in Titanic, the most awarded movie of all times. While in real-life, Jack and Rose fall in love while cruising through the frigid waters of the Atlantic Ocean, the recreation of the Titanic events were actually filmed in the beaches of Rosarito, which are also an enticing spot for adventurous surfers. Additionally, the town offers a vibrant sport fishing scene and sophisticated gastronomy to welcome all types of visitors. From Puerto Vallarta to the Chihuahua desert, many other grandiose sceneries in the country have been featured in Hollywood’s top films. A country full of culture and beauty, Mexico is and will continue to be a favorite among film directors who seek not only the majestic landscapes but also a cultural richness that breathes life into their stories. N www.visitmexico.com

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courtesy of mexico tourism board

Starting with Mexico City, considered the number one destination for 2016, the country’s urban center and one of the largest cities in the world, is an irresistible destination. The Plaza de la Constitución, also known by locals as the Zócalo, offers an architectural richness that transcends history and culture, as it brings together the indigenous Tenochtitlan past, the Viceroyalty, and four centuries of history. Offering

installment of the James Bond franchise, Spectre, released in November 2015. The movie opens with one of the most iconic and traditional celebrations of the country: the Day of the Dead. Thousands of people filled the streets of the Historic Center, resulting in impressive imagery of one of the most vibrant places of the country. But the capital is not the only Mexican location that has appeared in the big screen. The natural and colonial beauty of Hidalgo, Sonora, Guanajuato, and Tlaxcala also starred in the famous Hollywood movie, The Mask of Zorro in 1998. Featuring actors Antonio Banderas and Catherine Zeta-Jones, the film showcases the lifestyle, culture and popular stories of an early nineteenth-century Mexico. World travelers can visit all these stunning places.

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The Lifestyle | Negocios ProMéxico

Negocios ProMéxico | The Lifestyle

by andrés fonseca, centro edu

The vocation for design and production of consumer goods in a country should be permeated by its preponderant raw materials. For example, corn is originally from Mexico and, as is well known to all, the number of innovative and distinct corn products that exist is impressive: tortillas, sopes, guaraches, tamales, flour, fiber, sugars, pozole... the list is endless. Oil is another key product for the country and, yet, it is still being used almost entirely as a raw material, with very few sub products in the domestic industry. Something similar occurs with silver: Mexico continues to be the largest producer in the world but, despite this, the metal has had the same luck as oil for many years. It has been sold mostly as a raw material, especially to support the photographic industry. In this digital age, however, silver nitrate lost its dominance in the reproduction of images and, consequently, the country was left with a part of the production of silver. For the original Meso American peoples, “gold and silver were related to the Sun and the Moon, which dropped these metals as excrescence.” So says the 16th century Relación de Michoacán (Chronicle of Michoacán), which also recorded that “this yellow element [gold] must be the dung of the Sun, and this white metal [silver] must be the dung of the Moon1, 2.” Many of these cultures achieved great skills in designing, producing, and using these metals, and they created objects that are still preserved, where one can observe sophisticated and aesthetic techniques, refinement, and wisdom. This knowledge was almost entirely lost with the arrival of the

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Spaniards, who forbade goldsmiths and jewelers to continue plying their trade, and exploited and exported these metals exclusively as raw materials. Still, the ability of the indigenous people in managing jeweling techniques somehow remained un-

One of the first examples of this was the Group for research and development of jewelry that the UNAM’s Industrial Design Research Center created in 1992 with the launching of the Jewelry Laboratory. The purpose was to provide future industrial designers with the skills and knowledge required to develop design projects in the field of jewelry. Other universities and research centers added academic programs designed to meet this growing need. Since its creation in 2005, CENTRO de Diseño, Cine y Televisión addressed the need to include an option to cover jewelry design. The institution’s taste for this discipline, with its market implications and national requirements, was crowned in 2015 with the creation of the first postgraduate level specialty in jewelry in the country. This is not to say that there is no jewelry design in our country, but rather that since Mexico is the top producer of silver in the world, and since Mexican silver— with its 0.9999 ten-thousandths of purity—is the most refined in the world, design

and production of goods with this product are far from what could be expected. Now, new generations of designers will get to know and value the material, its technique and possibilities, to strengthen this rapidly growing industry in Mexico. It is said that Mexican industrialists are still reluctant to believe in the great value of design and its importance in the future market. They do not support design nor do they take advantage of opportunities in the sector. The jewelry industry is no different from others and, because of its deep historic roots; it is not permeable to new design trends and does not open its doors to designers. With the professionalization and specialization of future creators, company leaders will understand the economic benefits of betting on these areas. What can be expected from a graduate of this specialty and who can it affect in the labor market? The fact of designing, and especially doing so within the discipline of industrial design, has many characteristics that define it. It’s not only about imagin-

It is important to note that the country has large jewelry production centers in several cities: Guadalajara, Mexico City, Taxco and Mérida, among others, have a strong and flourishing jewelry industry.

ing an object and creating a more or less accurate graphic representation of it, but also to take into account a series of factors that can influence its future outcome as an actor in the realm of objects; its stability and survival in the natural space it belongs to, the “object realm,” known normally as the market. This realm is, as all competitive spaces, very demanding, and the actors who enter it must be eager to have a place in it and maintain it. This requires taking into account a number of principles that modify results and shape objects. It begins by announcing a potential product profile: exclusive characteristics of the buyer and distributor, and market space, among others. It continues by understanding the potential product within the systems that surround it, both in the production time and lifespan: the objectenvironment systems and the object-subject. Then the characteristics that make up and shape its viability are addressed; that is, its configuration features with the binding qualities that support it: function, production, ergonomics, aesthetics, ordering these qualities in terms of their importance in the specific case of jewelry. Large rendering capabilities are needed, either by hand—where improvement requires a long time of study—or by computerized systems. Rhinoceros, a threedimensional modeling and representation

courtesy of centro edu

Since its creation in 2005, CENTRO de Diseño, Cine y Televisión (CENTER for Design, film and television) has included the option of jewelry design in its curricula. The institution’s taste for this discipline, with its market implications and national needs, was crowned in 2015 with the creation of the first postgraduate level specialty in jewelry in the country.

til today: technicians and metal workers in the country are recognized and sought after worldwide for their good work. The mining industry, facing the problem of a drop in sales, decided to bet on design as a way to add value to the metal. At the beginning of the century, Industrias Peñoles created the Fashion Information Center for Jewelry as an attempt to provide jewelers with the tools and mechanisms to enter the global design market. It is important to note that the country has large jewelry production centers in several cities. Guadalajara, Mexico City, Taxco, and Mérida, among others, have strong and flourishing jewelry industries. The emphases was focused on the design, and similar to the industry, the educational centers expanded their programs by adding to their curriculum courses/subjects related to the design and production of silver jewelry.

photos

Jewelry, a National Quality

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The Lifestyle | Negocios ProMéxico

Negocios ProMéxico | The Lifestyle

The game business Three entrepreneurs made a business out of their passion for videogames and comic books: Viva Sancho Villa, a game for mobile devices, exceeded 1,500 downloads in one month. by luis fernando teca

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It is required that new generations of designers get to know and value the material, its technique and possibilities, to strengthen this rapidly growing industry in Mexico. Professionals from other related disciplines entering this postgraduate endeavor receive an education fully addressed to the world of the jewel industry, emphasizing the creative and innovative aspects, as well as punctually accenting the capacity to face the changing market where they will operate, and the new forms of marketing and producing in this new era of communications and technology. On January 9, 1932, archaeologist Alfonso Caso Andrade discovered and brought to light one of the most impressive treasures of the pre-Colombian world: Tomb 7 of the Monte Alban Azotic settlement. Within this tomb, sumptuary objects in gold, silver and other materials, finely crafted and designed, were found. This demonstrated that these original peoples

were expert producers and designers in techniques such as filigree and lost wax procedures. These exceptional pieces were crafted with technologies that continue to be of great use today. Those were times of splendor that we hope to replicate them in a short time. We hope that this country will grow and understand once again that jewelry and its production is what it is: a national quality. N www.centro.edu.mx Quoted by M. Carmona Macías, 2002. El trabajo del oro en Oaxaca prehispánica (Pre-Hispanic Gold Work in Oaxaca). Doctoral Thesis (unpublished). México, Universidad Nacional Autónoma de México 2 M. Carmona Macías, June 2015. La orfebrería en el Occidente de México (Goldsmithing in Western Mexico), in Occidente magazine, available at http:// www.mna. inah.gob.mx/contexto.html 1

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quer the international market first and, subsequently, the domestic market. “We worked with anthropological and sociocultural studies to create content that is accepted in various parts of the world,” explains the entrepreneur. Rafael Azcona, founder and CEO of the Mexican developer of mobile games Tapptime, considers that this inverse expansion strategy for a start-up is better. “It is ideal to first explore what you know well, and then enter other territories.”

www.2dnutz.com

The business strategy of the company was designed to conquer the international market first and, subsequently, the domestic market. “We worked with anthropological and socio-cultural studies to create content that is accepted in various parts of the world,” explains Héctor Camacho, one of the three founders.

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digital program, and the specialized program for jewelry, Matrix, of great use in the global jewel industry, are studied and managed as part of the curriculum of the specialty, ushering in the world of fast prototyping and automated production. The use of various materials and techniques; knowledge and use of fashion trends; market fluctuations; ways of communicating, advertising, photographing and making a name for themselves in the trade; care of the environment along with primordial and modern production techniques, are the basis of learning that govern the applicants’ studies. The axis that integrates this learning process takes place in the laboratory, where, in addition to learning the technique and knowing the material, the collections that coalesce and reflect the attained knowledge are developed. The configuration capabilities, plus the communication, production and marketing schemes that will later be replicated in the final exercise and the future of working life, are developed and reinforced.

Héctor Camacho, Gilberto Íñiguez and René Hernández spent their childhood among videogames, comic books and cartoons. Years later, these three men from Jalisco made a business out of their shared passion, by merging their knowledge in economics, design and marketing. In February of 2014 they founded 2Dnutz, which develops intellectual properties for videogames, animations and licensing. In March they raised a round of financing for two million pesos and began the creative process for the mobile device game Viva Sancho Villa, which was launched in October of 2015. This first development surpassed 1,500 downloads in a month in the App Store and Google Play. It is available in Latin America, Asia-Pacific, West Europe, the Middle East, North America and Oceania. Unlike Candy Crush or FarmVille, the game Viva Sancho Villa costs 3.99 dollars per download. “We decided it was a premium game, in order to generate real income,” says Camacho. Last October, after raising another round of investment for 3.2 million pesos, 2Dnutz now has three animated intellectual properties more, all of them in pre-production. Their intention is to convert them into videogames and generate licenses for selling toys, books and clothing. “The 360º strategy—that consists of intellectual properties having presence in several sectors, such as videogames, animated series and licenses—is very intelligent. It is a path that many studios should follow in order to remain firm,” says Yamin Ruiz, fund manager at the Global proteus investment fund. “The challenge is to attract and retain a community with high quality properties.” Camacho says that the business strategy of the company was designed to con-

For Kenji Minami, professor at the University of Advanced Studies, Guadalajara campus, both expansion strategies are valid. The key for a Mexican company to have international success, he says, is in understanding thematic content of interest to users in different countries. “There are always universal subjects to exploit, like love. If they focus on this kind of themes, they will have a greater number of potential customers.” The entrepreneurs make money for the creation and development of intellectual properties that are exploited in animation, videogames and licensing. The business model of their first project, Viva Sancho Villa, was to charge per download. Surely the challenge was to get funding to cover payroll expenses, facilities and technological equipment. So their solution was to raise a total of 5.2 million pesos in two investment rounds. N

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The Lifestyle | Negocios ProMéxico

Negocios ProMéxico | The Lifestyle

Music Industry Mexico around the world in full volume by rodrigo cansino

“The most advanced countries and their free trade agreements include the protection of intellectual property in the digital environment. This represents an opportunity to recognize Mexican creators and protect their copyright and related rights for a term of seventy years,” says Gilda González Carmona, General Director of the Asociación Mexicana de Productores de Fonogramas y Videogramas (Amprofon, Mexican association of phonogram and videogram producers). She adds that since the countries that make up the TPP

had protections that Mexican creations didn’t have in those nations, its early implementation is deemed necessary. After five years of international negotiations, the TPP gives certainty to various industrial sectors in twelve countries, including Mexico. González says that this agreement will boost the country’s economy by generating various sources of jobs in all sectors; also, it promotes development and innovation in the Asia-Pacific region. The TPP includes a chapter on Intellectual Property and respect for Copyright that

These are the diseases that mostly affect the Mexican population. Physicians and academics will work under the same roof to combat them. by rodrigo cansino

Thousands of people die every day because of these conditions, which have been researched all over the world. As a project promoted by the UNAM’s Facultad de Estudios Superiores de Iztacala (FES-I, Faculty of higher education in Iztacala), and supported by the National council on science and technology (Conacyt), a National health laboratory (NHL) was created, specializing in Molecular Diagnostics and Environmental Effects on Chronic Degenerative Diseases, aimed at developing methods to predict or choose appropriate and timely treatment for each patient, for a better response rate and prognosis.

The NHL, first of its kind in Mexico, was created with a dedication to public service. Dr. Luis Ignacio Terrazas Valdés, Coordinator of the Research Unit in Biomedicine of the FES-I and responsible for the lab, says that it will seek to integrate genetic issues with the environment and the immune response of the hosts, to identify how they interact. This in order to improve diagnosis or explain why certain types of cancer are being developed. The NHL provides research, technical and analysis services, as well as developing technological projects not only for UNAM researchers and academics, but also for other universities and even the public and

The purpose of this national laboratory is to have highly trained researchers in genomics to identify molecular markers associated with treatment response in patients.

private health sector and companies that request them. The purpose of this national laboratory is to have highly trained researchers in genomics to identify molecular markers associated with treatment response in patients. It also seeks to identify early molecular markers and molecular targets with therapeutic potential in chronic degenerative diseases associated to chronic inflammation events and exacerbated by exposure to environmental pollutants. The laboratory is divided into four areas: massive sequencing, liquid chromatography coupled with mass spectrometry, electronic transmission microscopy and flow cytometry. Each area will be led by the researchers Felipe Vaca Paniagua, César Mateo Flores Ortiz, María Rosa Ávila Costa and Luis Ignacio Terrazas Valdés, respectively. “The connection we will have among the different areas will allow us to develop methods that are economically affordable and applicable in our country, as well as generate new scientific knowledge and highly specialized human resources focused on solving our national problems,” concludes Dr. Terrazas. N

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In Latin America, only two countries are among the twenty most important in terms of music production: Brazil and Mexico. Our country represents 25% of the total music revenue in Latin America, and is the country with the highest concentration of income after Brazil, according to the RIN 2014 report.

includes protection in the digital environment. “Its implementation is necessary and urgent. On the issue of intellectual property, Mexico falls behind, especially in the digital environment, so postponing the implementation of the TPP would leave Mexican creators defenseless,” adds González, who is also Vice-President of the Coalición por el Acceso Legal a la Cultura (CALC, Coalition for the legal access to culture). She also urges that the Senate ratification process and the Executive implementation should be expeditious, since this will protect the creations of thousands of authors in the digital realm. Mexico is one of the twenty largest economies in music worldwide, occupying the 14th place, according to the Recording Industry in Numbers 2014 (RIN 2014), published by the International Federation of the phonographic industry (IFPI). In Latin America, only two countries are among the twenty most important in terms of music production: Brazil and Mexico. Our country represents 25% of the total music revenue in Latin America, and is the country with the highest concentration of income after Brazil, according to the RIN 2014 report. N

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March 2016

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Within the Trans-Pacific Partnership Agreement (TPP) there is a chapter on intellectual property and respect for copyright, including protection of the digital environment.

The National Health Laboratory Fighting Cancer and Diabetes

March 2016

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Negocios ProMéxico

Para Exportadores

LOGÍSTICA

El proyecto de interconexión ferroviaria internacional que unirá a México con Guatemala a través de Ciudad Hidalgo, Chiapas, impulsará la actividad económica y la competitividad de las regiones sur de México y norte de Guatemala. Actualmente, los contenedores tardan de dos a tres días en cruzar la frontera entre ambos países, por ello se busca reactivar la infraestructura instalada para dar solución a las cerca de 2,800 toneladas anuales de carga, entre cemento, metales y minerales, así como vehículos. El proyecto, cuyo objetivo es cumplir con los estándares de vías internacionales como México, EUA y Canadá, implicará un costo cercano a los novecientos mil dólares, financiados con fondos del Banco Mundial. www.guatemala.gob.gt www.mexico.gob.mx

AUTOMOTRIZ

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México y Guatemala se conectarán con proyecto ferroviario

AEROESPACIAL

Industria automotriz busca impulsar libre comercio con Brasil

El Bajío El nuevo Detroit de América Por Fabián Gamba Labastida

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La industria automotriz mostró su interés de participar en el Acuerdo de Complementación Económica (ACE) 53 para impulsar el libre comercio de vehículos entre México y Brasil. En la última reunión entre ambos países, los temas de negociación se centraron en adoptar una posición común en las siguientes disciplinas: Acceso a mercados, Reglas de origen, Facilitación del comercio, Servicios e inversión, Medidas sanitarias y fitosanitarias, Compras públicas, Remedios comerciales, Obstáculos técnicos al comercio, Propiedad intelectual, Medidas de salvaguardias y Coherencia regulatoria. El propósito es incrementar la relación económico-comercial de las dos mayores economías de América Latina, con miras a beneficiarse del acceso a mercados amplios para facilitar e incrementar los flujos de comercio bilateral. www.se.gob.mx

Convenciones internacionales

Acuerdo tequila-cachaça

ALES, OUTSOURCE2LAC Y MIPCANCÚN

MÉXICO Y BRASIL los reconocen como productos distintivos

Por ProMéxico

Por ProMéxico

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Inadem

oportunidad para las exportaciones mexicanas

Destinará 400 mdp a la INDUSTRIA de videojuegos

Por Gabriela Lugo Méndez

Por ProMéxico

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Oportunidades de negocio Brasil

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Inocuidad alimentaria,

Guanajuato tendrá parque aeroespacial El estado de Guanajuato tendrá su propio parque aeroespacial en Puerto Interior. El gobernador de la entidad, Miguel Márquez, anunció la construcción de este nuevo clúster que iniciará su construcción en el segundo trimestre de 2016, en una extensión de ochenta hectáreas, y tendrá una inversión de seis mil millones de pesos. El parque, que estará ubicado en Silao, junto al Aeropuerto Internacional del Bajío, generará alrededor de 1,600 empleos, además de que se establecerá una nueva plataforma logística que se espera sea la más completa y dinámica del país. www.guanajuato.gob.mx

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COMERCIO INTERIOR

AGROALIMENTARIO

IP invertirá EN LA ampliación del puerto de Veracruz

México, entre los mayores productores de alimentos

La iniciativa privada invertirá 28,000 millones de pesos para las obras de ampliación del puerto de Veracruz, lo que incluirá treinta nuevos puntos de atraque y terminales de usos múltiples. Con ello, además, se espera generar más de 140,000 empleos, según informó la Secretaría de Comunicaciones y Transportes (SCT). Dichos puntos de atraque permitirán la entrada de buques de mayor calado y carga, triplicando de esa manera la capacidad actual del puerto, al pasar de 22 a 66 millones de toneladas anuales de diferentes productos.

En 2015 el sector agroalimentario mexicano registró exportaciones por más de 26,600 millones de dólares, cifra récord que supera al turismo, petróleo y las remesas, dio a conocer el titular de la Sagarpa, José Eduardo Calzada. México se ubica como el decimosegundo productor de alimentos en el mundo; además es el principal productor y exportador de tequila y de aguacate, el segundo productor de limón, el quinto de pollo y huevo y el principal exportador de cerveza. foto archivo

www.puertodeveracruz.com.mx

Puente transfronterizo impulsa Aeropuerto Internacional de Tijuana

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Durante este año se prevé una inversión de casi 1,500 millones de pesos en el programa maestro para ampliar el Aeropuerto Internacional de Tijuana, en el estado de Baja California. Esta terminal aérea es una de las que tienen mayor conexión en el país, y se espera que esta ventaja posibilite el crecimiento del tráfico nacional y la creación gradual de nuevos vuelos. Otra de las ventajas que presenta este aeropuerto es la apertura del puente transfronterizo, el cual atraerá nuevos negocios y un mayor tráfico internacional. El puente requirió una inversión de 185 millones de pesos a cargo de la empresa CBX.

www.sagarpa.gob.mx

COMERCIO

MODA Y CALZADO

Asisten cinco embajadores asiáticos a foro de negocios del Comce La industria farmacéutica, la agroindustria, y en especial la automotriz, son los sectores donde se encuentran las mayores áreas de oportunidad para el intercambio comercial entre empresas jaliscienses y los países que conforman la Asociación de Naciones del Sudeste Asiático (ASEAN). Miguel Ángel Landeros, presidente del Consejo Mexicano de Comercio Exterior (Comce) de Occidente, informó lo anterior durante el foro de negocios organizado por el organismo en Guadalajara, Jalisco, en el que participaron los embajadores en México de Indonesia, Yusra Khan; de Malasia, Mohammad Azhar Bin Mazlan; de Filipinas, Catalino Jr.; de Tailandia, Surasak Chuasukonthip, y de Vietnam, Le Linh. www.comceoccte.org.mx foto archivo

www.aeropuertosgap.com.mx/es/tijuana.html

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LOGÍSTICA

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ELECTRODOMÉSTICOS

Mabe busca crecer en EUA, Europa y China

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Marzo 2016

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www.mabe.com.mx

Perugia inaugura su segunda franquicia en Querétaro

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El fabricante de electrodomésticos Mabe busca ampliar su presencia en EUA y analiza las oportunidades en los mercados europeo y asiático, luego de la alianza que estableció con la firma china Haier. Mabe es líder en México en la producción de lavadoras, refrigeradores y estufas, entre otros electrodomésticos. Para el mediano plazo, la empresa espera tener un crecimiento constante en los mercados donde está presente, así como mayores posibilidades de comercializar sus productos en nuevos destinos.

Marzo 2016

La marca de calzado mexicano Perugia inauguró su segunda franquicia en la capital de Querétaro (en el municipio de Corregidora). Se espera que en el transcurso del año se abran otras tiendas en Pachuca, Hidalgo; Cuernavaca, Morelos; Hermosillo, Sonora, y Torreón, Coahuila. Actualmente, la empresa –originaria del estado de Guanajuato– fabrica alrededor de dos millones de pares de zapatos al año, de los cuales 40% se dirigen a mercados internacionales, como EUA, Centroamérica, Sudamérica y una parte a Europa y Asia. En su fábrica de León, Perugia genera ochocientos empleos. www.perugia.mx

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Negocios ProMéxico | Para exportadores

Para exportadores | Negocios ProMéxico

fotos proméxico

Convenciones internacionales ALES, OUTSOURCE2LAC Y MIPCANCÚN

La industria de servicios globales está experimentando un crecimiento a gran escala. En Latinoamérica, el sector vive una competencia fuerte, transformación constante de tecnologías, cambios regulatorios y la creciente alianza de tecnologías y entretenimiento. Ante la necesidad de las empresas de la industria para establecer negociaciones y lograr su expansión, en 2016 se realizarán diversas convenciones, entre las cuales se pueden mencionar la Convención de la Asociación Latinoamericana de Exportadores de Servicios (ALES), Outsource2LAC y MipCancún. por proméxico

Convenciones ALES La industria de servicios globales ha crecido sustancialmente en el mundo, pero también la competencia se ha tornado feroz. América Latina se ha visto amenazada por su competidor de antaño: Asia, que es el líder de esta industria. Latinoamérica le ha dado mayor proyección a este sector para mantenerse no sólo como un actor principal, sino como el más importante a través de convenciones internacionales, además de posicionarse como la plataforma ideal para la industria de servicios, e impulsar así la competitividad entre sus empresas y lograr su inserción internacional. La Convención de la Asociación Latinoamericana de Exportadores de Servicios (ALES) es una de las más importantes, su misión es proveer las herramientas que impulsen a las empresas de Latinoamérica a la internacionalización con servicios globales competitivos; es un foro internacional con más de siete años de vigencia donde ProMéxico es uno de los organismos miembro que representa a las industrias mexicanas.

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ALES está integrada por dieciséis países latinoamericanos, y alberga alrededor de 35 instituciones públicas y privadas. Se creó en respuesta a la demanda de promover las exportaciones e importaciones de la región. América Latina es un actor fundamental en la industria de servicios globales, pero aún está lejos de ser el líder del mercado, pese a que ha lanzado estrategias con el objetivo de promover la industria de servicios. En 2015 la convención se realizó en Guatemala con la participación de más de doscientas empresas de servicios globales de la región y delegados de más de veinte

países. Este año, la sexta edición del encuentro se realizará en Santiago de Chile, del 12 al 13 de octubre. Outsource2LAC La industria de servicios globales es cada vez más competitiva, con China e India a la cabeza del sector. América Latina está promoviendo las exportaciones y atrayendo las inversiones, por medio de los diferentes foros internacionales que se llevan a cabo anualmente en esta región. En ellos reúne a los expertos de la industria para crear las oportunidades de negociaciones, inversiones y alianzas comerciales.

MipCancún reúne a los expertos de adquisiciones de la industria cinematográfica, televisión, audiovisuales y programas digitales latinoamericanos con proveedores de todo el mundo. Outsource2LAC es el Foro Latinoamericano y del Caribe de Outsourcing y Offshoring más importante de la región, donde se intercambian las innovaciones del sector de servicios globales.

Marzo 2016

ALES está integrada por dieciséis países latinoamericanos, y alberga alrededor de 35 instituciones públicas y privadas. Se creó en respuesta a la demanda de promover las exportaciones e importaciones de la región. Latinoamérica es una región que se especializa en la industria de tecnologías y de servicios, para ello busca fomentar el desarrollo de sus empresas. El sector de integración y comercio del Banco Interamericano de Desarrollo (BID), junto con los organismos responsables de promover las inversiones y exportaciones de América Latina, ha dado origen al evento más importante para la industria de servicios globales de la región y del Caribe. Se trata del Outsource2LAC, el Foro Latinoamericano y del Caribe de Outsourcing y Offshoring más importante de la región, donde se intercambian las innovaciones en el sector de servicios globales. Aquí se reúnen miembros prominentes de la industria para generar negocios. En su última edi-

Marzo 2016

ción, realizada en Guadalajara, Jalisco, del 11 al 13 de noviembre del 2105, se registró la participación de más de seiscientas empresas del sector provenientes de más de cuarenta países. En 2016 el foro se llevará a cabo en Costa Rica el próximo mes de noviembre, donde se espera la participación de al menos quinientos representantes internacionales. MipCancún MipCancún es un evento internacional que se realiza cada año en el mes de noviembre. Este foro reúne a los expertos de adquisiciones de la industria cinematográfica, televisión, audiovisuales y programas digitales latinoamericanos con proveedores de todo el mundo. Los participantes llegan con sus

requerimientos y ofertas de productos y servicios a sentarse a la mesa de negociaciones para exponer sus necesidades, con el fin de intercambiar innovación, creatividad e ideas, y de este modo cerrar negociaciones que les permitan expandir sus empresas. La tercera edición, al igual que las anteriores, se llevará a cabo en Cancún, México, del 16 al 18 de noviembre del 2016. Este evento es organizado por Reed Midem, grupo líder en la organización de eventos para la industria de la televisión y contenidos audiovisuales. MipCancún ha reunido a más de trescientas empresas en las áreas de televisión abierta, televisión de paga, OTT, productores y creativos de Latinoamérica y de más de cuarenta países. Este año se espera la participación de muchas empresas del sector interesadas en continuar con su tendencia de crecimiento. MipCancún es una cumbre única en América Latina de esta industria, es la vitrina ideal para cientos de empresas de la región que buscan consolidarse en el mercado local, además de competir por una posición en el sector global. N

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Negocios ProMéxico | Para exportadores

Para exportadores | Negocios ProMéxico

fotos proméxico

Inocuidad alimentaria,

oportunidad para las exportaciones mexicanas Como resultado de la estrategia nacional de exportación e internacionalización, ProMéxico desarrolla diversos programas de capacitación enfocados a elevar las capacidades técnicas y de gestión de las empresas mexicanas, con el objetivo de generar proyectos de exportación con valor agregado. por gabriela lugo méndez, directora estatal de hidalgo, unidad de promociones y exportaciones, proméxico

México es el segundo proveedor de alimentos procesados en EUA y el tercero en América Latina. El crecimiento acelerado de la población mundial obliga a los productores agrícolas y de alimentos procesados a incrementar su producción y adecuarse a las exigencias de los mercados internacionales, siendo la calidad y la inocuidad los principales atributos que rigen la oferta y la demanda a escala mundial. Si se logra contar con una infraestructura adecuada, estaremos en posibilidad de tener mejores condiciones para cumplir con las exigencias del mercado exterior. La exportación de productos representa una gran oportunidad de crecimiento para el sector alimentario en México. Sin embargo, plantea también un reto, ya que los productores del sector deben ajustarse a las normas

internacionales de calidad e inocuidad. La inocuidad se refiere a las condiciones y prácticas que preservan la calidad de los alimentos para prevenir la contaminación y las enfermedades transmitidas por el consumo de éstos, además de servir de fundamento para el desarrollo sostenible. En México, el interés en la inocuidad alimentaria ha crecido de manera exponencial, principalmente por el impacto en la salud de la población. En los años sesenta se creó un marco normativo internacional, denominado Codex Alimentarius, que comprende normas, directrices y códigos de prácticas alimentarias internacionales armonizadas y destinadas a proteger la salud de los consumidores y garantizar la aplicación de buenas prácticas en el comercio de alimentos.

Los programas de capacitación implementados por ProMéxico, en coordinación con los gobiernos estatales y municipales, aceleran y sustentan los proyectos de exportación e internacionalización enfocados en mercados específicos, donde los productores pueden tener acceso a nichos de bajo volumen pero con precios de compra elevados.

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Nuestro país cuenta con dos instancias a cargo de la inocuidad de los alimentos frescos y procesados: la Comisión Federal para la Protección contra Riesgos Sanitarios (Cofepris) y el Servicio Nacional de Sanidad, Inocuidad y Calidad Agroalimentaria (Senasica), las cuales son responsabilidad de la Secretaría de Salud (SSA) y la Secretaría de Agricultura, Ganadería, Desarrollo Rural, Pesca y Alimentación (Sagarpa), respectivamente. Conforme a la Ley General de Salud, la SSA ejerce las atribuciones de regulación, control y fomento sanitario a través de la Cofepris. Y, frente a la necesidad de prevenir la contaminación de los alimentos, la Dirección General de Inocuidad Agroalimentaria, Acuícola y Pesquera del Senasica desarrolla y ejecuta esquemas de aplicación voluntaria sobre temas de inocuidad para la parte primaria de la industria, al tiempo que promueve la aplicación y certificación de los sistemas de reducción de riesgos de contaminación de los alimentos.1 Es importante señalar que los productores de alimentos procesados deben cumplir con la NOM-251-SSA1-2009, “Prácticas de higiene para el proceso de alimentos, bebidas o suplementos alimenticios”, la cual contempla la aplicación de sistemas de gestión que garanticen la inocuidad de los alimentos, como el análisis de peligros y puntos críticos de control (HACCP, por sus siglas en inglés). Para aquellas empresas interesadas en incursionar en el mercado estadounidense, es recomendable implementar el sistema HACCP en su producción. Respecto a aplicación voluntaria, dicho sistema tiene como objetivo brindar a los productores un marco general de requisitos para reducir los riesgos de contaminación a lo largo de todas las etapas de la producción de alimentos, con el fin de fortalecer el abastecimiento alimentario bajo formas de producción más seguras.

Marzo 2016

En este mes de marzo se tiene programado el segundo curso con énfasis en temas de comercialización internacional y exportación de alimentos frescos, dirigido a empresas del sector agroindustrial –que podrán obtener la información necesaria para la comercialización internacional de sus productos–, el cual incluye temas como diseño de empaque y embalaje para la exportación, así como de exportación de alimentos frescos. Asimismo, se recomienda implementar la norma ISO 22000, creada por la Organización Internacional de Normalización (ISO, por sus siglas en inglés), que define los requisitos para los sistemas de gestión de seguridad alimentaria. Esta norma puede ser aplicada por cualquiera de las organizaciones participantes en la cadena alimentaria, desde las granjas hasta las empresas que preparan alimentos, incluyendo las de procesado, envasado, transporte, almacenamiento y comercio detallista. La ISO 22000 establece un estándar de seguridad alimentaria armonizado, que se acepta en todo el mundo mediante la integración de múltiples principios, metodologías y aplicaciones, por lo que resulta de fácil comprensión, aplicación y reconocimiento. El sector agroindustrial debe comprender la importancia de asegurar la calidad en la producción y elaboración de los productos alimentarios, así como promover una mejora continua en los sistemas de inocuidad y calidad de los productos para beneficio de los consumidores. Marzo 2016

Si bien es cierto que hoy en día nos encontramos en un sector sumamente competitivo y ante un mercado muy exigente, es también indudable que la capacitación en estos temas brinda las herramientas necesarias para generar grandes oportunidades de posicionar nuestras empresas mexicanas con altos estándares de calidad en la producción y comercialización. En este sentido, es nuestra prioridad asegurar la protección del consumidor y fortalecer su confianza en los productos mexicanos. El rezago tecnológico en el sector constituye un foco de atención. Frente a la competencia en los mercados locales, nacionales e internacionales, es preciso incentivar la investigación, el asesoramiento técnico y la adopción e implementación de buenas prácticas para elevar la productividad y la competitividad de las empresas y las regiones. Los programas de capacitación implementados por ProMéxico, en coordinación con los gobiernos estatales y municipales, aceleran y sustentan los proyectos de exportación e internacionalización enfocados en mercados específicos, donde los produc-

tores pueden tener acceso a nichos de bajo volumen pero con precios de compra elevados. Uno de los retos de la institución es aumentar la cartera de empresas que cumplan con los estándares de inocuidad internacional, así como con certificaciones específicas, como la orgánica, la kosher o la halal, con lo que se garantiza su acceso a mercados de alta gama. Como parte del fortalecimiento de las vocaciones regionales y sectores estratégicos del estado de Hidalgo, la oficina de ProMéxico ubicada en esa entidad federativa coordina el Programa de Formación y Fortalecimiento de Capacidades Empresariales 2016, en vinculación con el municipio de Tulancingo. El programa ofrece capacitación a empresas del sector agroindustrial a través de temas como los siguientes: • Fundamentos de inocuidad alimentaria, HACCP • Etiquetado nutrimental nacional y de exportación, NOM 251 y NOM 051 • Pruebas de envasado de alimentos • Declaración de contenido neto • Empaque y embalaje para alimentos • Bioterrorismo • ISO 22000 • Código de barras • Registro de marca La finalidad es formar personal capaz de desarrollar, realizar, evaluar y mejorar los procesos que se llevan a cabo en la totalidad de la cadena alimentaria, de tal modo que produzcan alimentos con valor agregado, orientados a incrementar y fortalecer la productividad agropecuaria, coadyuvando al desarrollo de las organizaciones y comunidades rurales, así como al aprovechamiento de las oportunidades que ofrecen los mercados nacionales e internacionales. En este mes de marzo se tiene programado el segundo curso con énfasis en temas de comercialización internacional y exportación de alimentos frescos, dirigido a empresas del sector agroindustrial –donde se podrá obtener la información necesaria para la comercialización internacional de sus productos–, el cual incluye temas como diseño de empaque y embalaje para la exportación, así como de exportación de alimentos frescos. N 1 El texto forma parte del documento “Panorama de la seguridad alimentaria y nutricional en México 2012”, Sagarpa-Sedesol-INSP-FAO, 2013

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Negocios ProMéxico | Para exportadores

Para exportadores | Negocios ProMéxico

El Bajío

el nuevo Detroit de América A partir de 2012 el “boom automotriz” en el Bajío empezó a crecer de manera exponencial, con el arribo de Mazda, Honda, Toyota, Nissan II, VW (motores), Pirelli y, recientemente, BMW, Mercedes Benz e Infinity. por fabián gamba labastida, director estatal guanajuato, proméxico

Hace diez años hablar de la zona del Bajío mexicano –como se conoce a la región que ocupan los estados de Aguascalientes, Guanajuato, Querétaro, San Luis Potosí, el norte de Jalisco e incluso Zacatecas–, era hablar de industrias primarias como minería, agricultura, agroindustria, textilconfección y cuero-calzado. Pero en los últimos años esta zona ha registrado una transformación industrial muy importante, sobre todo por la llegada de inversiones extranjeras de una industria de vanguardia, como es la automotriz. La zona del Bajío ya tenía asentamiento de armadoras automotrices, como Nissan en Aguascalientes (primera planta en 1982 y segunda en 2013), GM en Silao y en San Luis Potosí (1993 y 2008, respectivamente), y Honda en El Salto, Jalisco

(1986); junto con ellos llegó una serie de empresas proveedoras directas e indirectas que comenzaron a instalarse en la región, como Hella, Continental, Bosch y Jatco, entre otras. Pero no fue sino hasta 2012 cuando el “boom automotriz en el Bajío” empezó a crecer de manera exponencial, con el arribo de Mazda, Honda, Toyota, Nissan II, VW (motores), Pirelli y, recientemente, BMW, Mercedes Benz e Infinity. Estas inversiones de los últimos seis años han cambiado el mapa industrial, comercial, logístico y tecnológico de la zona, ya que con el establecimiento de las armadoras y empresas proveedoras directas –conocidas como Tier 1–, otras empresas proveedoras de las proveedoras han buscado instalarse cerca de sus clientes.

México: Plantas de producción de vehículos ligeros 2015

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Como resultado de lo anterior, no sólo la industria automotriz terminal creció, la industria de autopartes también ha tenido un desarrollo importante, como lo demuestran las cifras más recientes: • México es el séptimo productor de vehículos en el mundo (3.4 millones de unidades). • Séptimo productor mundial de vehículos ligeros (3.2 millones de unidades) y cuarto exportador de este tipo de vehículos (2.6 millones de unidades). • Sexto productor mundial de vehículos pesados (168,882 unidades) y cuarto exportador de este tipo de vehículos (124,015 unidades). • 100% de las principales OEM tienen presencia en México. • Más de trescientos proveedores Tier 1 están establecidos en México. • Hay 66,000 trabajadores activos en esta industria, que actualmente representa 3% del PIB nacional; 17% del PIB manufacturero; 20% de la IED y 32% de las exportaciones totales del país. • 740,544 empleados activos se encuentran laborando en sectores relacionados con la cadena de la industria automotriz y en ella misma, y en 2014 generaron para este sector una producción anual de 81,412 millones de dólares, que representa un consumo nacional de 58,877 millones de dólares, y una balanza comercial de 41,992 millones de dólares, en lo referente a importaciones, y 64,527 millones de dólares, en exportaciones. • México cuenta con más de 2,500 empresas dedicadas a procesos de manufactura de autopartes alojadas en diecinueve estados, donde destaca la región Bajío con 142 plantas Tiers 1 enfocadas principalmente a procesos de imprenta, componentes eléctricos, frenos, partes para frenos, motores de

Marzo 2016

arranque, transmisiones, productos de caucho, etc., y soportadas por proveedoras secundarias especializadas en tratamientos superficiales, inyección de plástico, forja, estampado, moldes, maquinado CNC, entre otros. • Se estima que para el año 2020, México producirá cinco millones de vehículos, con lo que será el quinto productor mundial. Todo esto ha sido muy benéfico para el país y para la zona del Bajío, pero ¿de qué modo puede el productor-exportador mexicano aprovechar esta nueva industria y participar activamente en ella, a fin de consolidar la productividad mexicana? Esto puede lograrse a través del “Programa de desarrollo de proveedores”, que busca incrementar más proveeduría directa e indirecta para la industria, logrando así que se tenga un mayor grado de integración nacional (GIN) en la producción de vehículos fabricados en México. Sobre este rubro, es importante destacar que cuando se menciona “proveeduría automotriz” muchas veces se piensa en metalmecánica, eléctrica, electrónica, plástico, etc.; sin embargo, la proveeduría indirecta también tiene un papel muy importante en esta industria, como en el caso de etiquetas, bolsas de plástico, material de impresión, cajas de cartón y empaques, entre otros; para eso, ProMéxico cuenta con un área especializada que se dedica a identificar este tipo de necesidades de las empresas armadoras Tier 1, 2, 3, 4 y hasta 5, a fin de que se tenga la oferta acorde a la demanda. Por otro lado, en materia de proveeduría directa se tienen identificadas oportunidades en los subprocesos o sectores de estampado, fundición, forja, mecanizado, interiores para vehículos, semiconductores, moldeo e inyección de plástico, diecasting, cables y alambres, componentes eléctricos, recubrimientos de superficie, tratamientos para calor, extrusión y fibra de vidrio, entre varios más. ProMéxico desarrolla toda esta actividad a través de un programa llamado “Acompañamiento con Compañías Trasnacionales” o ACT, que busca aprovechar el gran interés de muchas compañías establecidas en México para hacer crecer sus negocios en el país, particularmente con mayor proveeduría y traslado de operaciones. El objetivo es impulsar un Marzo 2016

México: Plantas de producción de vehículos pesados 2015

mayor encadenamiento de la industria local mexicana con las grandes compañías trasnacionales establecidas en el país por medio de: • impulso a las exportaciones indirectas, para que eventualmente las empresas puedan hacerlo de manera directa; • fortalecer las cadenas productivas con fabricación nacional, e • incorporar a empresas locales en una industria de alto valor agregado y desarrollo. Así, cada estado efectúa eventos estatales o regionales donde se dan a conocer las oportunidades para incorporarse en la cadena de suministro de esta industria, y donde ProMéxico realiza encuentros de negocios del modelo ACT; los principales eventos para este año en la zona son: • Junio: San Luis Potosí, evento de desarrollo de proveedores de BMW • Agosto: Aguascalientes. Expo-Partes Foro de Desarrollo de Proveedores Automotrices • Octubre: Jalisco. Gran encuentro de Desarrollo de Proveedores Automotrices Provelec 2016 • Septiembre: Sapuraiya–Automotriz Celaya, Guanajuato • Octubre: Guanajuato. Foro de Proveeduría Automotriz 2016

A través de estos eventos se llevan a cabo encuentros uno a uno o B2B, conferencias, talleres técnicos y, en la mayoría de los casos, zona de exposición. Se trata de dar a conocer las oportunidades de negocios para proveedores directos e indirectos, considerados exportadores indirectos. Por otro lado, también se pone a disposición de proveedores mexicanos y compradores trasnacionales la plataforma oportunidadesdenegocios.promexico.gob. mx, donde constantemente se actualizan tanto perfiles de oferta como de demanda, a fin de generar oportunidades de negocio a empresas mexicanas. Es importante resaltar que para poder participar como proveedor de esta industria es necesario contar con estándares de calidad, certificaciones y una empresa formalmente constituida, para que la parte interesada pueda apreciar la seriedad y formalidad de la empresa mexicana. Como ya se mencionó, ProMéxico cuenta con un área especializada que ayuda a identificar las fortalezas y debilidades de las empresas mexicanas, con objeto de que puedan sumarse a esta nueva industria que ha hecho de México un muy importante jugador internacional. En www.promexico.gob.mx se encuentra más información. N 77

Negocios ProMéxico | Para exportadores

foto cortesía de secretaría de economía

Para exportadores | Negocios ProMéxico

foto archivo

Acuerdo Tequila-Cachaça

Inadem

En el marco de la III Comisión Binacional México-Brasil, realizada en la Ciudad de México, se anunció la conclusión exitosa de las negociaciones sobre el “Acuerdo para el Reconocimiento Mutuo de la Cachaça y el Tequila como Indicaciones Geográficas y Productos Distintivos de Brasil y de México” (“Acuerdo Tequila-Cachaça”).

El Instituto Nacional del Emprendedor (Inadem) destinará este año cerca de cuatrocientos millones de pesos para apoyar a la industria del videojuego del país, así como a otros sectores; esta cifra significa un aumento de veinte millones de pesos más en comparación con los 380 millones de pesos destinados en 2015.

México y Brasil los reconocen como productos distintivos

Destinará 400 mdp a la industria de videojuegos

por proméxico

El secretario de Economía de México, Ildefonso Guajardo, y los ministros brasileños de Relaciones Exteriores, Mauro Vieira, y de Desarrollo, Industria y Comercio, Armando Monteiro, hicieron dicho anuncio, con lo cual se da cumplimiento y culmina el proceso de negociación que se extendió a lo largo de los últimos meses, a partir de la Declaración Presidencial emitida al respecto por los presidentes de México, Enrique Peña Nieto, y de Brasil, Dilma Rousseff, durante la visita de Estado de la mandataria brasileña a nuestro país, en mayo de 2015. El acuerdo negociado, cuya firma y entrada en vigor se hará conforme a los procedimientos legales previstos en ambos países, no sólo garantiza la protección recíproca de la cachaça y del tequila ante la competencia desleal de otros productos que pretendan

por proméxico

beneficiarse indebidamente de la alta reputación de estas dos principales bebidas nacionales, sino que también aborda objetivamente aspectos técnicos que pudieran dificultar el comercio bilateral de estos dos productos por medio del reconocimiento de las legislaciones respectivas de ambos países. Con ello, se prepara el camino para la expansión de dicho comercio en un entorno de certidumbre y seguridad plena para los productores y los exportadores de ambas bebidas. De manera adicional, este Acuerdo contempla establecer un grupo de trabajo con el fin de atender temas como la presencia de productos que utilicen de manera equívoca las denominaciones cachaça y tequila o detectar productos apócrifos en el mercado de México y Brasil, respectivamente.

El acuerdo alcanzado contribuirá a expandir el reconocimiento mundial de la cachaça y del tequila, como indicaciones geográficas de nuestros respectivos países, lo que ayudará a consolidar su reputación y reconocimiento.

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Asimismo, el acuerdo alcanzado contribuirá a expandir el reconocimiento mundial de la cachaça y del tequila, como indicaciones geográficas de los respectivos países, lo que ayudará a consolidar su reputación y reconocimiento. Este importante logro, cuyos detalles fueron afinados en la víspera de la citada Reunión de la Comisión Binacional por los equipos negociadores de ambos países –a cargo de la Secretaría de Economía mexicana y la Cancillería brasileña–, crea el ambiente propicio para la consolidación de las relaciones bilaterales y augura avances aún más importantes en el contexto de las negociaciones en curso para la expansión y profundización del Acuerdo de Complementación Económica No. 53. En 2015, el valor de las exportaciones de tequila a Brasil alcanzó la cifra de ocho millones de dólares (1.3 millones de litros), mientras que el valor de las exportaciones de cachaça a México ascendió a 65,450 dólares (40,000 litros), de un total de exportaciones brasileñas de cachaça por 13.3 millones de dólares. N

Marzo 2016

El  director  de  Operaciones  Estratégicas del Inadem, José Espinosa Girón, dijo que “este año incrementamos  el  presupuesto  porque queremos apoyar a más emprendedores a través de una estrategia de evaluación que  durante 2016 será  apoyada por el Banco Mundial (BM) para elegir a los proyectos que realmente tengan la capacidad de generar un impacto mayor”. El funcionario dio a conocer lo anterior en el marco de la presentación de la segunda edición del Concurso Nacional de Videojuegos MX, organizado por la Entertainment Software Association (ESA), en alianza con dependencias del gobierno federal y organizaciones del sector privado. En el concurso, que busca reconocer al talento que desarrolla videojuegos en el país, participan las dependencias del gobierno federal que mantienen políticas de impulso  del  desarrollo  de  videojuegos  nacionales,  entre  ellas  la  Secretaría  de Economía  mediante  el  Inadem, ProMéxico  y  el  Instituto  Mexicano  de  la  Propiedad  Industrial  (IMPI),  y por parte de las organizaciones del sector empresarial se encuentra la Asociación Mexicana de Internet (Amipci), y este año se cuenta con el auspicio del Centro de Innovación BBVA Bancomer. Espinosa abundó que el concurso está destinado a desarrolladores que trabajan en el rubro de videojuegos y de esta manera impulsar al sector de las industrias creativas, en el que ganarán aquellos que propongan el mejor videojuego listo para su comercialización. En ese sentido, dijo que el Inadem busca fortalecer a las empresas mexicanas de este sector que cada día es más pujante. La convocatoria, denominada Impulso y Emprendimiento de Alto Impacto, recibió  el  año  pasado  al  menos  mil  solicitudes  de  las  cuales  se  apoyó  a  15%,  es decir,  a  150  emprendedores. “La  demanda no excedió por mucho y este año que-

Marzo 2016

En su primera emisión, en el año 2015, el concurso logró una convocatoria de aproximadamente doscientos participantes originarios de veinte estados de la República mexicana. Se espera que en 2016 se logre o supere el éxito de la edición anterior. remos  apoyar a más emprendedores, por lo que incluimos rubros específicos para el sector de las industrias creativas”, subrayó Espinosa. Reconoció la importancia de que la innovación y las ideas de los jóvenes se pueden transformar en modelos de negocio que pueden monetizarse. Inscripción al Concurso Nacional de Videojuegos MX 2016 El periodo de inscripción de los trabajos del Concurso Nacional de Videojuegos MX 2016 está abierto desde el 29 de febrero y concluirá el 30 de septiembre; las solicitudes se recibirán a partir del 2 de mayo. Durante este periodo se llevarán a cabo talleres y pláticas de acercamiento con miembros de la industria dirigidos a desa-

rrolladores de videojuegos. La premiación se realizará en el mes de octubre, en el marco de la Semana del Emprendedor que organiza el Inadem. En el concurso podrán participar empresarios, desarrolladores independientes y estudiantes que cuenten con productos terminados, sean videojuegos nuevos o comercializados. También menores de edad entre 12 a 17 años por medio de storyboards. Podrán inscribir juegos diseñados en las plataformas tecnológicas de cualquier preferencia, incluido código abierto. Este año el concurso cuenta con una bolsa de doscientos mil pesos en premios en efectivo, software, hardware y becas, y se premiará a nueve ganadores divididos en tres categorías. N www.inadem.gob.mx

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Negocios ProMéxico | Infografía

BREVES

Oportunidades de negocio

Álvaro Obregón, Ciudad de México, México, 01900, tel. 55 5447 7070

Brasil

Inversión

Metalmecánico En 2014 Brasil tuvo una producción del sector metalmecánico de 106,516 millones de dólares (mdd), al participar con 2% de la producción mundial; ocupa la posición nueve como país productor1, y tiene relevancia en la industria en segmentos como estampados, fundición, forja, die casting y maquinados, con empresas como Gerdau, Artestamp, Hidro Jet, CINPAL, Kalman Solutions y WHB Brasil. El consumo en México de productos metalmecánicos en 2014 sumó 61,505 mdd y se estima que crezca

hacia 2020 con una tasa media de crecimiento anual (TMCA) real de 4%, lo que hace del país un atractivo mercado para las empresas del sector que busquen colocar sus inversiones2. México ofrece excelentes oportunidades de inversión para empresas de Brasil en procesos como estampados, fundición, forja, maquinados y die casting. Casos de inversiones exitosas en México son Gerdau Corsa y WEG, entre otras. 1 2

ProMéxico con datos de Global Insight Idem

Kena María Yáñez Martínez       (55) 5447 7000 ext. 8105 [email protected] Ciudad de México Juan Arturo Cuevas (55) 5447 7000 ext. 1167 y 1193 [email protected] Metropolitana Carlos Antonio Mayer Herreros (55) 5447 7000 ext. 1186 [email protected]

exportación

(222) 403 3387

Confitería y chocolate

Dispositivos médicos

En 2014 el tamaño del mercado brasileño de la industria de confitería, azúcares y chocolate fue de 7,769 toneladas; se espera que en el periodo 2014-2019 crezca a una TMCA de 1.6%. Las exportaciones mexicanas hacia Brasil en esta industria alcanzaron un monto de dos millones de dólares (mdd) con una TMCA de -10.4% en el periodo 2010-2014. Los principales productos exportados fueron artículos de confitería sin cacao; chocolate en barra y con relleno; fructosas y jarabes diversos; chocolate sin rellenar, y chocolates y demás preparaciones alimenticias. Cabe destacar que México tiene ventajas arancelarias respecto a EUA y otros países europeos.

Las exportaciones de dispositivos médicos de México hacia Brasil registraron una TMCA de 7.3% en el periodo 2010-2014. Éstas incluyeron jeringas, anticonceptivos, agujas y aparatos e instrumentos aplicables en cirugías. Se ha identificado que una parte importante de las exportaciones del sector enviadas a Brasil en 2014 fueron realizadas por empresas de capital mexicano. No obstante, existen más empresas en México con potencial de exportación que pueden aprovechar las condiciones de mercado en Brasil para ampliar los destinos de sus productos. De acuerdo con la coincidencia entre la oferta y la demanda, existen oportunidades en Brasil para catéteres, cánulas, jeringas y mobiliario para medicina, cirugía, odontología o veterinaria, entre otros.

Otro: Electrodomésticos, metalmecánico y autopartes

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Marzo 2016

(442) 325 2119

Gilberto Macías Zavala (664) 216 0994 [email protected]

(998) 883 9948

BREVES

Photo courtesy of Ministry of Economy

is Latin America’s top exporter of creative goods.

Source: Creative Economy Report 2014, UNESCO