Alejandro Suárez Sánchez-Ocaña. TIME-sector employer since 1998, the Group CEO and Publispain Network blogs Entertainment Networks SL President Inversora Foley, Director and Founding Partner of Yes.fm, consultant and investor in several companies for innovation, new technologies and the Internet.
A few days ago I found a very interesting data on internet penetration in the Spanish-speaking countries. The fact is I nternet World Stats and saw an interesting blog Amado Martin, who visited with some frequency.
Always said that one of the key factors to determine the economic level of a home, is the volume of waste (garbage) that is generated every day. Sounds like a joke, but literally if you think about it. And a key factor in assessing a country's development is the% of Internet penetration in the population.
These are the objective facts:
Mexico: 23.7 million users and 21.8% penetration
Spain: 22.8 million users and 56.5% penetration
Argentina: 16 million users and 39.7% penetration
Colombia: 10.1 million users and 22.8% penetration
Peru: 7.3 million users and 25.5% penetration
Chile: 7 million users and 43.2% penetration
Venezuela: 5.3 million users and 20.4% penetration
Dominican Republic: 2 million users and 22.4% penetration
Ecuador: 1.5 million users and 11.3% penetration
Guatemala: 1.3 million users and 10.4% penetration
Costa Rica: 1.2 million users and 29.4% penetration
Uruguay: 1.1 million users and 31.8% penetration
Puerto Rico: 0.9 million users and 23.2% penetration
El Salvador: 0.7 million users and 10.1% penetration
Bolivia: 0.6 million users 6.4% penetration
Honduras: 0.4 million users and 4.6% penetration
Panama: 0.3 million users and 8.2% penetration
Paraguay: 0.3 million users / 3.9% penetration
Cuba: 0.2 million users and 2.1% penetration
Nicaragua: 0.1 million users and 2.7% penetration
These data indicate several conclusions.
First technologically more developed countries in Spanish, in this order would be Spain, Chile, Argentina, Uruguay.
Countries like Spain with 22 million of penetration and 45 million people have traveled a lot lower than other countries like Mexico with 110 million and 23.7 million of penetration. But other countries such as Argentina (16 million vs penetration population 40 million), or lesser extent in Colombia and Peru have the same potential tour Spain in absolute numbers.
Of course not all users "worth" the same. The purchasing power of each country and that is very different (though it sounds bad, we can speak in terms of value). Years ago, virtually the only profitable IP Spanish Today, America can be profitable even if IP at very distant IP Spanish (except Mexico and Chile are closer every day except for the difference in exchange for Dollars Euro vs. Dollar).
Normally from Spain on widespread IP America (LATAM) and is a serious mistake. They have nothing to do cost per thousand impressions (CPM) that we can get in countries like Mexico, Chile, with which we can get in as Peru and Cuba . A campaign in Mexico that makes $ 0.70 CPM could well turn into $ 0.08 $ -0.1 Peru. We are talking about 700% abysmal differences.
Many Spanish companies and Internet technology, have not historically been interested in the Latino market. This has been for many reasons, for e-commerce are obvious difficulties in export, customs, transportation costs, lack of implementation of payment systems at user level so many Spanish-speaking countries. Overcome these points in 1999 was merely a chimera. Today, many will be overcome, but not quite.
Regarding the advertising market is beginning to return, low cost, but profit from Spain IP America. This low-cost compounded by the fact that it mentioned before the huge gap existing Euro vs. Dollar, which in the past 3 years has positioned the stronger euro as their currency, making the markets from Spain to influence U.S. dollars are less interesting.
Today at a meeting in the offices of Entertainment Network, to which I finally moved my professional office, recalled in 1998 when some businesses decided to "close" access to their IPs Latino servers. They were the dawn of the Internet and at the time, with the high cost of bandwidth and server capacity much lower, were a significant cost (especially since then, Mexico) and zero income. I never closed the IP traffic anywhere. I always thought that it would return or at least that we should always look to these markets.
I firmly believe they are the future. We talk about 362 million people in Spanish-speaking countries of Latin America, Spain and 45 million in a total market of 407,000,000 people who share language (eye, do not have many Spanish speaking countries like Brazil, for example). Nothing that the internet penetration reaches only 35% on average, we would be talking about a potential market of almost 150,000,000 people. With a penetration of 56% as the current Spanish markets only Indian, Chinese and Anglo-Saxon world would be greater on the Internet.
These days we are working on our project for a download site, which incidentally I have recently received very good ideas, (the most interesting of Manuel Jimenez of Coveralia hope that we can apply), and we have defined the key must be comprehensive not only focused on the Spanish market, but the entire Hispanic market and we're working on it.
For this our first step is a solutions provider Global SMS advertising agency and a world that can exploit the best possible advertising at Global. Global focus, we are running.
Yesterday at 11:00 a.m. yes.fm presented at a press conference in Madrid, from the Tower Area. The fact that the building in Paseo de la Castellana in Madrid, is a show you only 230 meters high. Really incredible views and construction of the tower. I think it was a great choice of Oscar Mendez power to hold a press conference here, just getting into the "roof" of Madrid and be the first to see for within and worth.
The truth is that I wanted to spend that day and I think we have all spent many nerves and that we had all wanted to come today, the day after. Feel that the draft yes.fm that takes many months and running, it begins today when "real."
At the press conference to highlight some of the basic lines of the draft Yes.
First, Christophe Cassand CEO Yes.fm thanked and welcomed all the guests and introduced us on behalf of those who take the word Yes. So Kiko Fuentes, Director of Content Yes.fm gave a brief presentation of the music market momentum, the evolution of digital music and the evolution of the industry towards a digital model, leaving an archaic medium that should fall disused as Cd
Later took the floor again to provide some Christophe magnitude of the project, currently 2,100,000 songs catalog and come up with agreements that closed with independent labels and aggregators, the investment project of € 4,000,000, international expansion provided, structure and objectives of the company.
At that time began the demo in a huge videowall from Frédéric Terrier, Director General of Yes.fm. For about 12 minutes provided some of the features of yes, how to use the product, the power and usability of it. I think these were very satisfied with the result of the development of this demo, which also were able to see before and after the press conference on multiple computers installed in the room.
I finally took the floor to discuss the future evolution of the product, with several key points. First developments, we are already working on integration through implementation of a Yes.fm on Iphone / Ipod, and later in other devices such as BlackBerry, Nokia, HTC ...) but also the forthcoming integration with consoles internet connection (Wii, PSP, Playstation).
Also on some products that will launch soon, as Yes.Shop is offering the download fulltracks, albums and even complete playlist, as well as the integration of a marketplace to buy merchandaising of your favorite artist, concert tickets and travel etc.
Another of our products that we believe will be of particular interest to users is the production of Yes.Box is WiFi speakers with high quality digital display, which can bring the experience of any Yes.fm corner of your home, not as a transmitter receiver, but as an interface through which you can order a la carte music from the computer display and listen to a collection of 2,000,000 selecting songs without going to the PC you want to hear at every moment.
Also, we will present some agreements have been reached as the incorporation of yes.fm inside Media Centers, as "Elisa" that now offer yes.fm series, the goal is to bring music yes to the center of the home; TV and lounge, and you can use to browse and listen to any music yes only with the remote control of television. Frédéric made a demo, and I think everyone was quite surprised at the possibilities of this tool.
Also a bit of progress which will be Yes.fm in the car. But that is a very exciting topic that deserves a separate post ...
Although only 24 hours have passed, many newspapers and media have already made the launching of eco yes, I did not want to mention and acknowledge the presence of all of them:
and many more which will surely have not seen yet and will publish the next few days, thanks to them all.
Just the day to as many as since the 21.00hrs held a private party at the Hotel Puerta America, in a lovely penthouse with beautiful views. This hotel is one of the most representative new hotels in Madrid, its originality is inter alia that each of the floors of the building has been designed, made and decorated with an architect of the global front line, including Jean Nouvel, Norman Foster David Chipperfield.
The truth is that 250invitados spent a good time, were able to access PC's with demos and take some yes.fm and copillas
Throughout the day I could see and spend some time at the moment, less than I'd like to, Javier Martin, Alberto Vadillo, Jesus Alonso, Antonio Ortiz (who even did not know personally, and I look to your blog ), Carlos Blanco (I felt I could not come because of a problem with Iberia to the press, I would have liked to see him and see the assembly), Cesar Nunez, Paula Miraved (newcomer vacation), Juan Agustin Jimenez, Susana Casado, Vincent Sendra, Jose Manuel Gasalla, Carlos Roca (recently returned from vacation too!), Luis Alonso-Lasheras, Fabrice, Jean-Luc and their children, Santiago Fernandez .... Sorry for those who forget to mention, have been crazy days of little sleep and I think I need a break
Also I miss people who could not come and those who could not invite. To all of them, and the people of Lewis for his great work, thank you.
On one occasion, Carlos Blanco has commented on his blog and in public, as it took the decision to create Pequejuegos, a website dedicated to children born from observing the behavior of his son on the internet and see how websites rate Disney, despite his undoubted quality, were not what his son was looking for. So for years a site of great success and set a target last month which gave nearly 15,000,000 page views on data from Nielsen.
The case is an exception, half the companies, including ours, despite being an interesting niche content have not created mainly for children, an enormous strategic mistake. The merit of Carlos is to observe, interpret and infer from the attitude of his young son in front of a computer a chance to market.
No longer surprising to think that children have become increasingly active consumers. Assets in the sense that they intervene forcefully on the purchase decisions of the family. Some researchers say that due to the predominance of the family model "democratic" in which all decisions. They, small large, have great influence on the decisions that were formerly in the place of adults. I do not think that is due to a "democratization" of positions relatives. For me it is because parents are less present and replace this with no gifts to children and allowing greater market access. Experts speak of compensation that puts parents in the place of everything but the presence of suppliers.
For this reason, the publicity has focused not only as a target for the sale of products for them, but also as intermediaries in the purchasing decisions of their parents. Adults have to ask ourselves where we were or what we were doing when the big names in the line bellow strategies tell us what to buy through our children. Obviously we do not ask advice from our children to buy a laptop, but perhaps if we do the shopping for breakfast or movie off the emule, sorry, meant to rent the weekend.
Today, children can choose between the various proposals in addition to the usual advertising (cinema, television, radio, publications) because the Internet has arrived .... but also in other areas such as school. The United States has even school sponsored by companies with interests in children. Not something that happens in many other countries and may even still be ethically questionable.
Not only offered food and toys, today added mobile phones, ringtones and logos, Ipods, etc. are products that in some segments have a clear target children who are behaving more like a toy or websites where more information is on cartoons, games and merchandising. The only brands that drove the former movie and television screens (like Disney and other entertainment industries child), are positioned on the Internet today is very strong in this segment.
The new generations are digital natives, unlike us, and we can not conceive of life without the media, which already happens to many of us. They ignore the pre-Internet world is now part of their lives. Parents should make sure your children understand what content is commercial and what not.
The number of children who are connected to the Internet and its influence on prescribing and consumption patterns is not a number that we should disregard: 7 out of 10 Spanish children use the internet and 6 out of 10 are mobile. Internet is used as a tool in school, but also email, IM and social networks are part of the technological consumption habits of children. On the other hand, we must not forget that mobile phones for children, began as a "gift" to maintain contact remote data and this brings us back to the top: the absence of parents.
We are in a consumer society that is increasingly small, but experienced, restless, insistent, informed. New technologies are largely responsible for this new form of child ... but the parents too.
A few days ago God announced the launch of its new toy, Knole (awful name by the way), so Google is positioned as a competitor to Wikipedia, and pass control of a few pockets that have not yet bought or controlled in network.
What differentiates this new electronic encyclopedia Wikipedia is that the perpetrators charged ¿? for their shares and to receive income that will be generated through the AdSense ads that appear on the pages. Hopefully that is more profitable and that actual payment when Google announced it would share with the authors of video advertising on YouTube, which now has only been possible with large amounts ridiculous Partner type Antena 3TV in Spain.
In his news blog in Spanish, now that Google says its mission is "to organize the world's information." I do not know if this is divine, or that are an NGO, I just thought that they were simply trying to cut Knole Wikipedia and the wings to keep becoming what it should not: a generator of content, that is, judge and jury (search engine and generator of content). At least Google and openly acknowledges that it intends to compete with Wikipedia.
Who will pay more this expansion of Google? Basically all of the smaller partners Adsense content network to which undoubtedly will delay the search of positions, "spider" a few hundred euros a month precious.
It is not wrong to want to make money. It is not wrong to want to win a market. What is wrong and immoral is to do in the name of "organizing the world's information to help you, who you should thank insignificant this selfless work." Sounds joke. I do not need to Google me and I resolved to save life, and I do not think you are doing. Reminds me of the allegation Tele5 YouTube where responsible for having to remove YouTube videos that are not theirs portal said it was attacking freedom of the network. (These guys sometimes confuse freedom and business).
But I read in a 500 error-magnificent blog of my favorites, I found something very interesting: Knole appears better positioned than any other site that has no Adsense. Google Google positions. Where is the ethics, "What has happened to the boys of" Dont be Evil "?. Some companies have open bar, they laugh at us and are backed by a powerful lobby that prevents anyone played against them. ¿Fall in its ranking in the coming months at the expense of Knole Wikipedia?
Meanwhile, one of the fathers of WWW Tim Berners-Lee calls for maintaining the neutrality ¿? the network. The threat, he said, is for governments to control us through the website. Perhaps, we should ask ourselves whether we are already controlled Google is not it?. Does the so-called net neutrality is not a monopoly of Google Inc.?
We could encourage us to think of the browser as a great eye, a "telepantalla" Big Brother, citing the work of the magnificent Orwell. Now all we have at home, the mobile phone in the office. In its effort to observe nuclear and all information, Big Brother has sent missions to the jungle, mountain, etc.. The Google Earth Outreach helps non-profits to "tell their stories" and step ... to generate more information and improve its Google Maps. The problem is not just a matter of going through Google. Internet visibility and guarantee everyone, absolutely everyone, want to appear on the network. Until there is a ranking of popularity in the net. Associations to "help" Google, they should show and well positioned. In the Internet market is everything OK? Meanwhile, Wikipedia already included within the term Knole terminology. Knole And for now, thank God, only in English .... And for me to keep it that way for many years!
Yesterday leia Julio Alonso said that "the crisis comes: advertising in the first quarter of 2008, and Carlos Blanco that took months to discuss and monitor the crisis, saying" Spectacular crisis offline media "and see that Here is what some of us saw it coming, and it is not the crisis, which has already arrived is the fear of the industry, which is possibly worse than the crisis itself. (incidentally, I strongly recommend reading both post)
Fear makes the investment contract and the money, which is always a coward, is hidden. On one occasion I have commented on this blog about the Internet is going to suffer unless the crisis is coming (Yes, I believe that this is only a preamble and that the worst will come in January-February and will remain in 2009) but obviously the industry is not immune suffered.
We see the fall of offline advertising significantly in the first half as Infoadex in almost all sectors. The odd thing is that while significant falls, is more significant progress, January, February and March have not been so hard, the second quarter is where it has come almost in free fall. However, the key will be how the advertising on the Internet in the last half of the year, especially as it is distributed internally branding, affiliation, email marketing etc). Internet theoretically in this period has risen by 28% (has anyone noticed? I do not, Google does not have your data )
Eating a few dates with a great guy who does not even know personally, Juan Agustin Jimenez of CanalMail, he confessed that he believed that companies like yours engaged in Email Marketing, or as zanox and Shop All dedicated to membership and sales were suffer fewer effects of the crisis, ventured to suggest that advertising branding was to refuge in this type of product online looking for 1 to 1 on sale, and even strengthen their budgets to cut investment in basic movies, magazines and radio mainly. However, John Augustine confessed that I expected to also affect your company, possibly less than others, but in any sector of online advertising will remain outside the years to come.
Also in recent weeks detected a trend by Media Centers that customers call "ideas", they want special actions to highlight and take the lead and do not always formats. This is where independent companies and agile you will measure its anti: ended comfort.
A side effect is coming ... A great online marketing agency at the international level, I began to confess to some financial troubles, customers canceled campaigns, change their investment strategies and plans and shrink it. One of the major advertising agencies in Spain and cutting regardless of their large number of carriers to optimize their media Premium and minimize the impact of the crisis. Suffice it to say that Movistar, the country's number one advertiser, 4-5 months ago decided to cut its global advertising budget by nearly 6 million Euros.
Or do not want this note on the Internet. Beginning to see an exodus that reminds me of that happened in 93. Some players are considering leaving the sector, and seek a way out, but found no money in most cases. To Talk, in the past 15 days we have been offered the purchase of 2 and 4 Blogs networks of key high-traffic portals. One of these purchases we closed yesterday and we will announce soon. You might even run another in the coming weeks. But the significance of this is that it is vertigo and some want to go out and save the furniture in anticipation that we are only beginning to see the wolf ears.
At this juncture, a group of geeks will launch soon, in a few days, the closed beta Yes.fm, an ambitious, very ambitious, which unfortunately will be available in hard times, but even so, we have strong reasons to be very optimistic.
Reviewing some balance of our businesses are detecting a disturbing trend since last December 2007, while during 2006 and 2007 we experienced defaults were absolutely residual in recent months have shot up dramatically.
This, many expected that non-expected effect on the technology sector if it is affecting: personally see as international companies are struggling to meet its economic agreements with us, or like 3 domain names that have sold in the past months through SEDO, 2 who have been important figures have ended in failure.
Yesterday I read Expanding an interesting article under the title "The record of failure in trade is advancing a major extension of the crisis." I see that defaults have grown 85% in the last period in Spain.
I will not return to play the theme from the economic crisis, for those interested only recommend some interesting post with many interesting comments on the blog of Carlos Blanco, but if I do a little reflection on the effects of these new developments in the technology sector .
We spend months listening to the Internet bring the sector to "suffer less" than others and we can be more or less peacefully. Come on, this is not going to be 1993 times that everyone more or less time spent complicated. Beware, trusted that can be fatal!
I think that if we stay still, still, reveling in this style of thinking, thinking "are bad but it could be worse, possibly as it is in other sectors," do a disservice to our companies and we have to start moving and adapt to a new reality that will get worse.
For several months, seeing the price of the dollar, the collapse of Adsense advertising, CPM's fall, agreements to be renegotiated in September, the difficulties of selling advertising agencies involved in the change of branding and advertising to cycle estrategias de venta pura y dura y preparándonos para lo que nos viene encima en meses que van a ser duros como septiembre y enero-febrero, hemos puesto en marcha un pequeño plan de recortes y contención de gasto en el día a día de nuestras empresas y también en nuestras inversiones. Es posible que algunas de estas medidas lleguen algo temprano, pero creo que cielo hoy sólo está gris, pero al fondo se ve negro negro negro … , y creo que todos debemos prepararnos para lo que se nos viene encima. Si, también en este sector y digan lo que digan las cifras macro sectoriales del analista de turno.
Nadie puede negar a los chicos de Google Labs la gran cantidad de proyectos que son capaces de asumir a la vez y los desarrollos que pueden llegar a ofrecernos. Pero hay veces que con toda franqueza me pregunto, ¿pero y para qué? … Me empieza a molestar sobre manera el control y dependencia que Google, en base a estas y otras herramientas y programas, o incluso su Analytics, Adsense, o su propio buscador ejerce sobre mi y sobre mis compañías. Tengo la sensación y cuantas más pruebas realizamos también ciertas certezas (algún día las contaré en detalle), que esta compañía sabe demasiado de todos, dependemos cada día más de ella y ellos actúan demasiado en consecuencia sobre nosotros.
Me molesta mucho que esta herramienta esté disponible para CASI todos… Google medirá y dará datos, con mayor o menor acierto de todos los webs del mundo…. excepto según explica El Pais los datos de sus propios sitios como acertadamente indicaba Blas García Martin recientemente. Google dará tus datos, pero no los de sus servicios como el Buscador, Picasa , You Tube o Orkut, ya que según nos explican en un comunicado oficial “Nuestra política es no facilitar pistas sobre nuestras finanzas internas, y decidimos no publicar cifras de Google de acuerdo con esta política”. Es decir, su política es dar datos tuyos quieras o no y de sus rivales, pero no los suyos propios, ellos están por encima del bien y del mal, no tienen intención alguna de predicar con el ejemplo y este es un servicio universal, para todos excepto para ellos, que son los que mandan.
Soy un fan de Google desde que se creó, de hecho una de las primeras cuentas de Adsense que llegaron a España nos la ofreció de forma directa y personal Kristen Jeppssop desde la Sede Central de Google Inc en diciembre de 2003; la prehistoria de ese programa publicitario. Aun la conservamos y utilizamos. No me preguntes muy bien el motivo, pero en aquel momento, yo que había odiado la tomadura de pelo de las campañas de pago por click, no lo dudé ni un momento y empezamos a trabajar juntos . Y estamos encantados de haberlo hecho, aunque las cosas ya no funcionan igual y eso será tema para otro post.
Pienso de verás que Google se ha hecho demasiado grande, y tiene demasiados intereses creados en todo. Algunos de nosotros conocimos y colaboramos estrechamente en los años 2003-2005 con otra compañía, mucho más dinámica, mucho más ilusionante y mucho menos ambiciosa que ésta. Mirando ahora atrás, me río y recuerdo con cierta nostalgia cuando a finales de los 90 muchos la tomábamos con el afán monopolista y dominante de Microsoft ( Mocosoft ) y en España en menor medida de Teléfonica ( Timofonica ). Que tiempos, hoy en día, versus la que se nos viene encima, esas compañías son casi hermanitas de la caridad, porque si tienes una empresa propia, usas Adsense, Analytics y recibes tráfico en un % importante del buscador, a lo mejor a estas alturas te empiezas a dar cuenta de que no eres tan independiente, sino que, te guste o no, a lo mejor sin saberlo eres un empleado de una compañía con sede en Montain View, California. ¿Lo dudas?, pero si ¡hasta te han impuesto su email corporativo @ Gmail !
Veo el inminente lanzamiento del Iphone en España como una nueva y gran oportunidad para el sector de internet.
En primer lugar creo que se va a notar mucho en la estacionalidad del sector. Generalmente el uso de la red a nivel profesional ha caído de una forma drástica en verano, creo que con herramientas como el Iphone eso va a cambiar mucho. 120.000 personas se apuntaron en las primeras 24 hrs para recibir información del lanzamiento del nuevo y mejorado Iphone 3G con Telefónica Móviles. Me cuentan confidencialmente en el operador que la cifra actualmente supera ya los 500.000 usuarios que han pedido ser avisados del lanzamiento.
Para que este dispositivo surja el efecto que todos los que nos dedicamos a internet deseamos, es muy importante que las tarifas de navegación sean razonables. Por supuesto lo más razonable sería una tarifa plana a velocidad 3 G sin ningún tipo de limite, como sucede y está previsto que suceda en países como Suiza, Alemania, Francia, USA y Japón, pero por supuesto aquí en España esto no va a ocurrir al menos de entrada.
Leo en telefonos.net lo que parece algo más que un rumor confirmado sobre las tarifas que Telefónica Móviles, que tiene la exclusiva va a ofrecer a todos los usuarios. En primer lugar, 2 terminales con 8Gb y 16Gb respectivamente a un precio de alta de 99€ y 199€ con una obligación de permanencia de 24 meses. Lo más interesante es el adelanto de las tarifas: una tarifa plana Iphone que sería ilimitada y costaría 15 € al mes , disminuyendo la velocidad de descarga al pasar de 200Mbs; y otra tarifa plana Iphone Plus por 25 € al mes , donde la velocidad de descarga se reduciría a partir de 1Gb.
Esta presencia del Iphone va a hacer mucho daño a la competencia de Movistar, especialmente a Vodafone que se había especializado justo en un nicho de consumo medio alto, utilización de servicios 3G y un usuario de más calidad que Movistar. De los 500.000 interesados en el Iphone, muchos son sin duda usuarios de otros operadores que se irán para no volver.
Lo importante es que si “colocan”, como se dice, 600.000-900.000 terminales en los próximos 12 meses, puede ser una revolución total en internet móvil, llegando por fin, ahora si, el comienzo real del internet móvil, más allá de segmentos especializados que hoy en día usan y navegan con su Blackberry. Podría ser el momento de la evolución real de internet hacia dispositivos móviles del que llevamos años hablando. Yo, a día de hoy usuario de HTC y Blackberry, pediré el mio.
El blog de Alejandro Suarez.