IIEX Sao PauloMarch 2013

The importance of innovation

and some trends to have in

mind

Pablo Brenner

VP Innovation

Why is Innovation so important?

We may have a great business selling

soft drinks in the desert

But, the environment changes

The old desert may become an

oasis….

The environment does change

• Companies and businesses do not operate in

vacuum

• The environment changes because of:

– Technology

– Regulations

– Social trends

– Geo-political factors

– And more….

Lets take a look at technology

Lets imagine we go for a walk with

• GPS

• Camera

• Video Camera

• Dictionary

• Calculator

• Audio recorder

• Music Stereo

• Bar code reader

• World atlas, and maps of every city

• Radio

• Accelerometer

As a matter of fact we are already

doing so

Whats going on?

• Moore s Law:

Gordon Moore (1965): “the amount of

transistors per cm, doubles every 2 years /18

months”

Corollaries

• Processor's Speeds duplicate every 18

months

Corollaries

• Memory capacity duplicates every 18 months

Exponential growth

Example telephony

1950

1980

1993

2000

2008

Conclusion 1

In 10 years, – 2013.5 x 2

– 2015 x 4

– 2016.5 x 8

– 2018 x 16

– 2019.5 x 32

– 2021 x 64

– 2022 …… 100 vecesmásrápido/chico/bárato

So we should expect “Iphones” for 5 dollars, 100

“iphones” per person, everything will have an

“iphone”

Conclusion 2

Technology is driving marginal costs to “zero”:

• Memory space

• Processing power

• Bandwidth

• Digital distribution

A couple of examples

• Amazon vs Borders

• Netflixvs Blockbuster

Trends to be aware

#1: Internet of things

Trends to be aware

#2: Crowdsourcing

Trends to be aware

#3: Big Data

Trends to be aware

#4: Peer 2 Peer

Trends to be aware

#5: Long Tail

Trends to be aware

#6: Pattern recognition (face, voice, images,

gestures, etc)

Trends to be aware

#7: Social TV

Trends to be aware

#8: Gamification

Trends to be aware

#9: Brands as publishers of apps

Trends to be aware

#10: 3D printing

@pablobrenner