ISDIGITAL.MAGAZINE | Number 4

IS DIGITAL ISSUE FOUR

DECEMBER 2018

< THE MAGAZINE FOR DIGITAL OPTIMISTS >

DIGITAL TALENT Steve Cadigan, Developing Yourself

FOCUS

Transportation habits in Madrid and Barcelona

ARNALDO MUÑOZ

General Manager for Airbnb Spain and Portugal

A DAY AT… LINKEDIN

DIGITAL TRANSFORMATION Juan Pedro Moreno, Accenture’s digital revolution

THE WORLD IS DIGITAL DIVERSE DIFFERENT AND YOU CAN BE TOO

CONTENTS

6

MASTER CLASS Arnaldo Muñoz: Airbnb’s success

DIGITAL TALENT Developing Yourself

14

TRENDS

TECH AREA

A DAY AT… LinkedIn

18

20 28 24 34 4 · IS DIGITAL

FOCUS Transport habits in Madrid and Barcelona

OPTIMISTIC ATTITUDE Tsahi Liberman and the right to play

INDUSTRY NEWS

36

10

12

STARTUP WORLD Chipi App, your mobility assistant

DIGITAL TRANSFORMATION “We try to encourage people to be creative and take risks” Juan Pedro Moreno, Chairman at Accenture Spain

AGENDA

32 Enjoy our magazine Edited by: ISDI Legal Deposit: M-3167-2017

FROM THE EDITOR

Nacho de Pinedo Co-founder and CEO of ISDI

Venice, 1299. Marco Polo, upon his return from China, proudly visits Giacomo Soldi, his family's banker, and shows him one of the wonders he has brought from his long journey through Asia: paper currency.

“Do you know something, Giacomo?" —he excitedly says—. “This printed slip of paper is worth as much as those 100 gold ducats on your desk.”

Giacomo stares at Marco, stunned, then shocked, and finally scornful. The banker's derisive laughter resounds for years in the traveler's ears.

This anecdote is a good reflection of the difficulty to understand and adapt to changes in financial concepts.

Even for that Venetian banker, an expert in financial affairs, the concept of paper money was difficult to apprehend, as was the idea of substituting coined currency, which, in his view, had a clear intrinsic value.

And quite likely, the concept of currency, introduced in Asia Minor in the 7th Century BC, was equally complex to understand and initially received with great suspicion by those who bartered goods and services for metal pieces that did not inherently resolve any human need.

Paper money is now fully accepted, although most of its users do not understand very well how money works. There are still people in Spain who continue to believe that the value of the Euro and other existing fiat currencies is still governed by the Gold Standard and supported by the reserves of this metal held by countries.

Nothing could be further from the truth: current money is merely a convention, a fiction shared to ensure the exchange of goods and services, based on the trust of citizens on institutional authorities (mainly governments and the financial ecosystem), and theoretically backed by the value of the real economy of countries. However, from the moment central banks are able to print money freely, this support ceases to be linear and becomes subject to manipulation. Money -as with many other

concepts- is thus a necessary entelechy, based on trusting the authorities of the established system, which is accepted by a voluntary act of faith of citizens, regularly reinforced by mechanisms and established and unquestioned rules.

Therefore, it is not surprising that the new concepts challenging the status quo, such as cryptocurrencies or the generation of funding through ICOs, cause shock, incomprehension, rejection and even vertigo.

Blockchain is the technology that underpins a new transactional model. As with any technological revolution, its popularization is accompanied by a high dose of mistrust and suspicion. This feeling has recently increased due to the bubble in which some of its first products (for instance, Bitcoin) have been dragged into, and has unfortunately limited their scope of action and knowledge to the more speculative financial environment. Moreover, the first generation of Blockchain applications is characterized by causing a high energy impact, withstanding a difficult scalability, and its ease to generate a high concentration of wealth.

But we must understand that Blockchain is not money: it is a decentralized network of trust. And as such, its potential goes far beyond the FinTech environment.

It is a revolutionary tool to ensure disintermediation, irreversibility, traceability and driveability of any transaction, contract, movement or change in status.

Due to these characteristics, in an environment of deep distrust with the established system, Blockchain is called to be the new intellectual support that will allow humanity to produce a new generation of concepts and pipe dreams.

Blockchain is here to stay. It will soon be something as ordinary as paper money now is for all of us. Certainly, this statement will cause stupefaction, disbelief, and maybe even a reason to laugh among many people. But this is nothing but the echo of the laughter from Marco Polo's Venetian banker.

IS DIGITAL · 5

MASTER CLASS

“THE KEY TO OUR GROWTH LIES ON BUILDING MECHANISMS THAT GENERATE TRUST”

6 · IS DIGITAL

We are before

one of those people who make a difference, someone able to see beyond the temporary and geographic context in which they are. Arnaldo Muñoz is not afraid of changes and is willing to open all the doors that the future demands.

Such determination has made him a key element of Airbnb's success.

You worked in the tourism sector for 15 years before landing in Airbnb, what did you find attractive about this company?

Airbnb has a clear mission and, for me, knowing that we are having an impact on society is probably the main driving factor. The fact that other people who work at home share this philosophy makes it even more attractive.

Why do you think Airbnb chose you?

All the people who work here have a common denominator: having passed the Core Values interviews. In addition to meeting the professional requirements for the position, each employee must undergo a series of interviews aimed at the candidates’ compliance with the culture and values of the company. No one, not even the members of the Board of Directors, can bypass this step.

The company was already 7 years old when you joined. What surprised you? What has changed since then?

The energy within Airbnb is unique, and it has to do with the values of the company. Everyone knows that the feeling that comes from being a good host and group participation are key. We try to think in the medium term, to be creative when implementing strategies, not to waste resources, and to have an entrepreneurial mindset. These are just a few examples of our culture, and when I arrived I was surprised to see that everyone bore this in mind at all times. Since then, the company has grown up without having changed, and this is a merit

of the founders, who continuously remind us why and with what aim this company was founded. It is clear that we are now a larger company, with an offer that goes beyond accommodation, but its spirit remains the same.

How would you describe the spirit of Airbnb's team work?

The work we do in terms of innovation is strongly focused on providing customers a top experience, what we call a game changer. Otherwise, the company will not invest in it. This means developing products that solve real problems for users.

Arnaldo Muñoz General Manager for Airbnb Spain and Portugal

"THE MAIN CHALLENGE IN TECHNOLOGY TO OUR COUNTRY, AND ALSO TO EUROPE, IS TO REALIZE THAT WE ARE IN A WORLD THAT IS GLOBAL BY DEFINITION"

The company has achieved a resounding success. What’s your secret?

The key to our growth lies on building mechanisms that generate trust among individuals and professionals, and increase penetration in both segments.

Airbnb makes it possible for anyone to become an entrepreneur, to put at the disposal of others a series of goods and services not fully used, and to offer travelers a different way of experiencing destinations and living as a local.

What is the current situation of the company in Spain?

More and more people travel using Airbnb. This summer, the number of Spaniards who stayed in accommodations advertised on our platform increased by 24%, which proves that they want to feel as locals when traveling. But the number of people who share their IS DIGITAL · 7

MASTER CLASS

home also increased. For example, in Spain there are more than 125,000 hosts, which is the equivalent to the population of Tarragona and Lleida.

However, the lack of legislation recognizing and protecting the right to share your home puts a brake on allowing people to benefit from home sharing initiatives.

Madrid and Barcelona are ranked among the twelve cities of the world with more operations. Why has your business model settled so well in our country?

Spaniards are expert travelers and good hosts. A perfect combination for Airbnb.

What is your opinion on the current home sharing regulation in Spain?

The situation is confusing for everyone. The rules proposed by many autonomous communities do not differentiate between 8 ¡ IS DIGITAL

hosts who share their home, and firms developing a business. We believe that regulation should help distribute the benefits of tourism among citizens, with clear and fair laws for home sharing that distinguish ordinary people from companies. In this regard, I would highlight the case of Andalusia. This autonomous community is the only one that understood the challenge and its regulation allows everyone to be covered by legislation. We have worked closely with the regional government and the results are evident. Other regions should follow suit.

"AIRBNB PROVIDES THE BEST EXPERIENCE FROM THE TECHNOLOGICAL POINT OF VIEW IN ORDER TO OFFER EASE OF USE, USABILITY AND SECURITY"

After your recent meeting with Secretary of State for Tourism, Isabel Oliver, how do you assess the position of Public Administrations regarding your business model?

and we welcome the Government's initiative shown during our meeting.

We believe that, above all, a legislative framework that legitimizes home sharing and differentiates it from the activities developed by companies is necessary.

Collaboration with administrations has always been a priority for Airbnb,

AIRBNB FIGURES 5 million ads

Over around the world

“THE ENERGY WITHIN AIRBNB IS UNIQUE, AND IT HAS TO DO WITH THE VALUES OF THE COMPANY”

2 million guests in

More than average per night

1,000 cities with

More than available experiences

81,000 cities with Airbnb accommodation

191 countries

More than present on Airbnb More than

400 million

guests in its history

15,000 available experiences worldwide

direction, because in a world that is global, with great challenges, the great initiatives that are here to stay are those that make an impact and change the quality of people's lives.

How do you choose your hosts? Do you somehow filter guests?

Airbnb is a platform, we do not choose hosts. The best, namely those who provide the best experience, are awarded with the qualification of users, positive feedback and a high demand for their accommodations. With respect to guests, hosts are responsible for scoring them.

To what extent are you involved in the host-guest relationship?

What is the difference in this regard between Spain and other countries?

The main challenge in technology for our country and for Europe is realizing that we are in a world which, by definition, is global, and one of the important aspects that hinder innovation in the Old Continent is the application of different legal frameworks.

Airbnb has reached agreements with more than 500 governments and jurisdictions to protect home sharing, and our goal is to continue with this task.

Why is there a certain reluctance towards collaborative economy initiatives?

On the one hand, this comes from ignorance and the fear to break with the existing schemes. But there is also a large deficit of ambition that prevents working in the right

We provide the best experience from the technological point of view in order to offer ease of use, usability and security.

Your platform adds new services on an ongoing basis. How far can your offer go?

We want each new line of services to transform the experience, modify the way in which it is valued, and take another path and another situation to change your trip for the best, to change you for the best.

Our goal is to meet all possible aspects through an easy and unique experience from beginning to end, from the reservation process to the destination itself.

What advice would you give to future entrepreneurs with their sight on the collaborative economy sector?

The most important thing is meeting the need of users and

keeping your focus on providing solutions. Technology is the means, a tool to meet this need, but not the end in itself.

How do you see the current situation of your activity, and how do you expect it to evolve?

Home sharing is not going anywhere. Given that more and more people are choosing a flexible, affordable and practical option, it can only grow.

You are a founding partner of ISDI, what motivated you to join this adventure?

We were a group of people bound by a common element: transformation was affecting both us and the industry. We shared the goal to accelerate the shift towards a more competitive and efficient economic model that was able to maximize the potential of citizens, businesses and markets.

Why is such a school needed and what companies can get more benefits from its educational offer?

All sectors may benefit, considering we have a new digital ecosystem that will generate a growing competitive disadvantage for those who fail to adapt. ISDI helps these professionals, namely entrepreneurs, companies and institutions to close the competitive gap into the digital age.

You currently live between San Francisco and Barcelona, what can we learn from American entrepreneurs?

In the United States, in general, and in San Francisco, in particular, there is a global perspective and enough boldness to realize that no challenge is unattainable. They have a vision to change the world that accurately adapts to the potential of technology.

What are your personal aspirations, inside and outside the company?

To always be a part of projects and initiatives that will change people’s lives and help them grow.

IS DIGITAL · 9

PSG and JUVENTUS, PIONEERS IN BLOCKCHAIN IMPLEMENTATION Despite keeping the spirit of traditional competitions alive, the sports world has not feared including technological mechanisms in its professional activity to, for example, optimize the performance of referees in their professional activity. In spite of the occasional qualm, today, there are tools such as the VAR or the Hawk's Eye to help determine the outcome of a match.

Beyond what happens on the field, the highest spheres are now willing to adapt to changing times and, in particular. two of the most important football clubs in Europe have joined

the Socios.com platform, based in Malta, to launch its own cryptocurrency, with the intention of improving the interaction of fans with the club and players.

Although the announcement was made official in 2018, and other teams are expected follow suit, the operation will be carried out throughout 2019, when a Fan Token Offer (FTO) is be made to attract those fans interested in investing.

While the main Spanish categories

are still to join Blockchain, we have a domestic example in the second women's division, since CD Tacón, a club from Madrid, created a digital membership card with this technology.

Using the Tac-Coin currency, fans can participate in sweepstakes and get involved in the decision-making process of the institution.

THE SPANISH CHEMICAL INDUSTRY EMBRACES INDUSTRY The chemical industry is one of the sectors bringing more added value to Spain and generates an estimated of close to 13.4% of the country's GDP. In 2017, it reached proceeds amounting to more than €63 billion Euros and the forecasts for the next ten years point to a steady growth.

Although figures seem to paint a positive picture, the industry is facing many challenges, and one of the most important ones

10 · IS DIGITAL

is determined by the disruption of new technologies and the ability to adapt to Industry 4.0. To promote innovation, and within the framework of the ChemPlastExpo (the great industrial fair in Madrid aimed at professionals in the packaging, automotive, cosmetics, pharmaceutical, electronics and food sectors), the Conference of Applied Chemistry and Industry 4.0, the largest national gathering of the

sector presenting all the innovation, technologies and trends in the field of applied chemistry was held.

Technological developments in the petrochemical industry, Artificial Intelligence applied to the design and process control or management of data integrity in quality assurance were some of the central issues discussed at the Conference.

E-COMMERCE REMOVES BORDERS According to the study 'PayPal Cross-Border Consumer Research 2018', e-commerce users increasingly make purchases on foreign websites, thus drawing a single-market digital landscape. Ireland and Austria are the regions most interested in cross-border acquisitions, where more than 80% of buyers are clients of foreign pages. In the case of Spain, 61% of participants in the study has bought products on websites from other countries.

Most popular categories in cross-border shopping:

IRON OX, THE FIRST 100% ROBOTIC FARM In recent years, the agricultural sector has stated on several occasions the scarcity of labor force during certain times of harvesting while the demand continues to rise.

This situation and the imperative need to adequately feed the population have led to the most advanced technologies becoming protagonists of the evolution in agricultural activity.

One of the initiatives that best exemplify this trend is a Californian company, Iron Ox, which recently opened, thanks to the use of

Artificial Intelligence, the first fully autonomous farm with robotic workforce in San Carlos, near San Francisco. In the first phase of implementation, autonomous robotic arms and engines are responsible for removing green leafy shoots to transfer them to different trays according to their size, thus optimizing their health and performance. Although the results currently obtained are not available for sale, the company is already negotiating with several restaurants and shops in the area and expects to be fully operational by 2019.

Clothing, footwear and accessories

Electronic devices

68%

53%

Toys & hobbies

Jewelry and watches

53%

51%

Beauty and Cosmetics

Collections, antiques and art

46%

42%

IS DIGITAL ¡ 11

STARTUP WORLD

Hay pocas

CHIPI APP,

YOUR MOBILITY ASSISTANT They went from being late to a meeting to developing an application that just received a 'Muévete Verde’ award, aimed at leaders of the change in the mobility culture in the city of Madrid.

There are

few things as frustrating as being late to an appointment and not finding a means of transport that will take you to the agreed site without wearing down the patience of the person expecting us. Javi Gálve, Jorge Jurado and Emilio Mellado were in that same situation three years ago, on the crowded Santa Engracia street in Madrid. “We were right here, at the foot of our office, and we had to go to a meeting. We went down to grab a taxi because we were running late but there wasn’t any passing by either, so there we were, all three of us, each with a phone in our hand and using different apps: MyTaxi, Uber, Cabify...- queuing. In that moment of total powerlessness, we said: How is it possible that each one of us has an open app instead of being able to see them all in just 12 · IS DIGITAL

one?”, they explain, on the same sidewalk that witnessed the hassle of these young entrepreneurs with a budding and creative Marketing Online project that revolutionized their career and, incidentally, the landscape of urban mobility.

program applications, so we started by launching a basic website for information, and some 1,400 persons registered in less than 24 days.

From there, we launched another prototype, and the next step was the application", they say.

Chipi is a mobile application that integrates more than twenty-seven mobility suppliers operating in Madrid, Barcelona and Malaga.

This includes each and every one of the carsharing, scooter-sharing, ride-hailing (car with driver) and electric scooters options, as well as the BiciMAD bicycle service and public transport. What does it offer?

Comparing prices, wait and travel times for each of the cases. “At the beginning, the biggest challenge was that none of us knew how to

This spectacular start was more than promising, and in six months they went from zero to twenty thousand registered users. In just over a year, they exceeded sixty thousand users.

Their success was such that they are now providers for those who come in touch with them when they want to open a business in the city, and even ask for their help to improve their servers. “It's one of our lines of business, providing technology to different companies, but always related to mobility. When they see

our application, and how it integrates its services, they tend to like it a lot.

In fact, the demand for this service is gradually increasing ", they claim.

These alternative lines of business are necessary because Chipi is a free app and does not require registering at all. The only requirement to use it is to have the applications from our providers installed, at least if they want to make a direct reservation.

“We have an integration agreement with suppliers, but users do not have to give any information. You put the destination you want to go, and we will give you the time it will take to pick you up, and the estimated price of the trip.” Being part of the transport sector inevitably led to suffering the tension among their unions, although the initial distrust has decreased in a short time. “We were criticized because some said that the price was not accurate, or that we favored other services. But we are independent, we are not a provider of any brand. Now their only complaint is that we have not yet reached the city in which they operate”, they affirm.

Their success is not coincidental, or the result of a good idea. It comes from the tenacity and courage of three fellow students. “Spain is not an easy country for entrepreneurs, at least if we consider its bureaucracy and tax regime, because they demand the same to a newlyopened company and to a 50-yearold one, and this doesn't make much sense. At the same time, it is also exciting to embark upon this journey, particularly in mobility, because the ecosystem is perfect ", says Jorge. “The important thing is to try.

Receiving proper training is too, of course, but in the end, the key is to go for it at the right moment.”

They operate in

Madrid, Barcelona and Malaga

They have a rating close to

5

both in the Android and Apple Store

They have more than

60,000 users

They will soon offer their services in

Mexico City, Lima, San Francisco and New York

What ISDI has joined...

Jorge, Javi and Emilio met in 2016 in at ISDI's classrooms, where they attended a master’s degree on Digital Business.

They began sharing academic projects, and then launched an Online Marketing company. In addition to bringing them together, it gave them key knowledge that allowed them to get to where they are. “At ISDI, they teach you to think, they shape your mind, so you don’t fail when you start your entrepreneurial adventure. It saves you from making 98% of the mistakes that usually happen when starting a company. To us, this strategic foundation was essential”, says Jorge.

IS DIGITAL · 13

DIGITAL TALENT

DEVELOPING YOURSELF a journey to Personal Development Digital transformation has changed labor landscape: there are no longer rules, mandatory timetables or right paths. Steve Cadigan, talent management specialist, shares the keys to explore this future with the right attitude.

THERE WAS NEVER A BETTER MOMENT

to reinvent oneself, or to invest than now.

Any day is good to start prepping up: the world changes with every passing second, so learning needs to be ongoing.

IT’S IMPOSSIBLE TO KNOW EVERYTHING

Sources of information and knowledge are endless. Choose your area of specialization and strive to be the best at it.

14 · IS DIGITAL

SELF-ANALYSIS, KNOWING WHAT WE WANT TO DO

is essential. If you are unable to get things straight, go to those who know you best —family, friends, co-workers— and turn them into your advisors.

THE SECURITY NETWORK

paving the way to your best you is made up of those same people, and each plays a role: people who challenge you, who inspire you, who provide you with knowledge, or who lend a shoulder to cry on.

-

TRY, TRY AND TRY

MINDSET ABOVE CONCEPTS

While knowledge is important, yearning for learning, growing, and being better in all aspects of our lives is even more so.

The only way to know if you are good at something is to try.

Work as much as you can, and at as many places as possible.

In the past, changing from one job to another used to be frowned upon. Today, it stands for good omen.

IT’S A MARATHON, NOT A SPRINT

Keep calm, knowledge is everywhere, you don’t have to take it all in at once. Be curious every day, seek change and inspiration at every turn.

Grow at your own pace.

DEVELOPMENT IS NOT LIMITED TO OUR CAREER WE ALL HAVE OUR PLACE

Technology has not come here to take away our jobs, but to make us more productive, more effective.

Don't be afraid of what the future holds. We all have our place in it.

It is vital. We have to shift our mindsets and reinvent ourselves.

IS DIGITAL · 15

DIGITAL TALENT

“To attract talent to a company, it is necessary to have a great corporate culture” He has over 25 years of experience in Human Resources and talent management, and part of his career is attached to the period that determined LinkedIn's massive success. He says that it is impossible to sum up all the knowledge he learned during his time in the employment-oriented social network, but he does remember his biggest challenge: hiring thousands of people in a short space of time.

Steve Cadigan

What did

Founder and CEO of Cadigan Talent Ventures, LLC

you learn from this troubled situation?

I learned to hire great professionals in a place like Silicon Valley, where the alternative are brands as attractive as Google, Apple and Facebook, and where it is not necessary to pay more money or make advertising campaigns. To attract talent to a company, you need to have a great corporate culture.

It really was something I did not expect. I had extensive experience in the Human Resources area, but I was not aware of how important it was when talking about a startup.

Creating a space where people actually want to work, that goes beyond brand-new facilities or giving sushi out for lunch.

After achieving all that success, why did you decide to change course?

I loved working there, it was a great adventure, but when we started were 400 people, and four years later, we were 4,000. My work changed significantly, and I no longer enjoyed as I did at first, when I helped friends to start new businesses. That's how I realized I was happier focusing my efforts on the early stages of 16 · IS DIGITAL

a company, and I could make a difference there. Of course, there are really exciting works in large and multinational companies, but my passion was elsewhere.

ISDI came into your life during that transition...

One month after leaving LinkedIn, I met someone in Silicon Valley who told me about Javier, Rodrigo and Nacho. I was telling him I dreamed of teaching, it really was something I wanted to do, and he replied: “You need to go to Spain and meet my friends!” Within two weeks, I was on a plane to Madrid, and from the moment I met the founding team, the advisors and the culture on which ISDI is built, I fell in love. It all happened very fast, from minute one. For years, I came to visit them, and they filled my days with lectures, meetings with clients, talks... and enjoyed it a lot. I feel strongly identified, and ISDI’s human capital inspires me.

What can we offer to the companies?

"PROFESSIONALS HAVE MORE OPTIONS THAN EVER, AND SO EVERYTHING IS MORE CONFUSING TODAY" The labor landscape has radically changed in the last thirty years.

Businesses don’t live that long anymore, and those that remain at the forefront renew their activity almost every year. This is why employees no longer seek a company to stay in forever. That was the mindset of past generations; what people seek now is the opportunity to have experiences.

It’s the Gig Economy era. “Things were all much simpler before: you went to college, got a degree and worked for two or three companies, at the most, during your entire life.”

This is all changing now. You can have a job, indeed, but also rent your house or car, record a class and show it on YouTube, or compose music and sell it on SoundCloud.

This is a wonderful thing, but we are still adapting. Deep down, we’re still afraid. We want new opportunities, feel fulfilled, accept new challenges ... but also seek economic stability, and that creates contradictions.”

"COMPANIES NEED PEOPLE WHO CAN GROW AND LEARN" “Experience is important, but tenured positions are on their way to obsolescence. Companies are looking for people who collaborate, who are independent, who can carry out specialized and specific tasks.

The number of people who now work full-time and for a single firm is dropping rapidly, because they feel more comfortable with this type of professional who can be found quickly to meet a concrete need at a specific point in time. And how can we be part of this network of professionals that are so popular today? By joining platforms like Upwork, for example. That is where the future of the labor market is.”

"IT REALLY DOESN'T MATTER WHAT SKILLS ARE MOST HIGHLY DEMANDED TODAY..." ... because they will be different tomorrow, and they will change again the day after. “It is very dangerous to say what skills are the most coveted in selection processes today because people may stick to that information, when in fact the answer to this question changes every day. The best thing I can say is that we must be willing to learn, boost our ability to acquire new knowledge, curiosity and be alert.

Having our eyes open and being part of the community is essential.

“That is something I learned at ISDI, where such communication is encouraged.”

IS DIGITAL · 17

TECH AREA

TWITTER WILL US HELP SAVE DATA

Losing track of time going from tweet to tweet will no longer take its toll, or at least will reduce it, since this social network has included a function allowing to economize mobile data consumption in its application for iOS and Android. Activating the saver will not be too complicated, since the tab enabling it is integrated into the data configuration and will not allow videos to play automatically. Images will also be uploaded with a lower quality, which will immediately reduce consumption in all the accounts linked to your device.

GOOGLE

UNVEILS ITS NEW HIGH RANGE TABLET:

PIXEL SLATE

The technology giant strengthens its commitment as a Hardware and Software company with this device, designed both for leisure and business. The new Pixel Slate Tablet, which was presented last October at the 'Made by Google 2018â&#x20AC;&#x2122; event, will feature a removable keyboard that works with Chrome OS and will use a capacitive stylus to manage everything directly on the screen.

The tablet will have a 4K screen resolution, high resolution front and rear cameras and large capacity front speakers. It is a lightweight device -with a weight of 725 grams- and a long-range battery, with ten hours of autonomy.

18 ¡ IS DIGITAL

According to the Pew Research Center, nearly half of the world's population has a smartphone.

In Spain, 70% of citizens has a device, a figure that is above average. 18% of Spaniards have mobile, even if they are not all smart. Only 3% resist changing to this technology.

A WHOPPER WITH CHEESE,

ALEXA!

Burger King and Amazon have joined forces in Spain and, since last October, customers of the e-commerce company, have the possibility to order through their voice assistant. Besides listening to your cravings and ordering food, Alexa will allow you to keep track of your delivery.

On the joint statement released by both companies, Blanca Shen, Marketing Director of Burger King Spain, stated that they are “delighted to work with Amazon, and feel very proud to be one of the first companies in the fast food industry in Spain to offer this great service.”

CYBETRUST IN SPANISH HOUSELHOLDS Over 40% of Internet users consider this service to be increasingly safe.

The use of antivirus software and updates of the OS decreased by almost 3% in is figure is almost 3% lower among home computers.

More than 50% of Spanish internet users don’t read the Terms and Conditions or Legal Notice before accepting them, when registering or contracting Internet Service Providers online.

Regarding Android users, 92.3% of them use them with restricted permissions, although only one third is aware of this.

MACHINE LEARNING AGAINST BULLYING

In 2017, more than 1,600 underage children were harassed through their social networks, twice the amount than five years earlier.

These alarming figures have prompted awareness campaigns and specific educational projects to which now social networks themselves have decided to contribute with the use of Artificial Intelligence.

Specifically, one of the busiest ones, Instagram, has opted for Machine Learning to proactively detect cyberbullying in publications, as well as on the screenshots made to them.

The aim is to locate and report accounts that promote these practices, beyond the reporting and complaint mechanisms that currently exist, but which still the victims’ initiative who, quite often, does not dare to raise their voice.

IS DIGITAL · 19

A DAY AT…

LINKEDIN A DAY AT…

What would your dream office look like? That's the question that LinkedIn Spain employees probably asked themselves. The answer came in the shape of a singular universe, in the heart of Madrid. It says so much about them that it is impossible to talk about their activity without doing so in the space where it all happens.

20 · IS DIGITAL

The usual

bustle of the Paseo de la Castellana disappeared as soon as we entered LinkedIn headquarters, where an impressive 3-D representation of the Sierra de Madrid welcomed us. The space has a light of its own, just like the universe it houses, a place where, if it were not for the constant flow of people and some rows of computers here and there, one would hardly call a workplace. Looking forward to exploring this conundrum, we took, with an expectant gesture, the iPad that recorded our data and informed Raul, the person who would show us the headquarters of the social network in Spain, of our arrival.

Every step we take, we are captivated by a myriad of details, and so, with every room we walk by, a trail of questions emerges. Our curiosity is duly rewarded, because there is no corner in this office without a story. The entire space is designed as a solar system, where

a vast kitchen occupies its heart, its Sun. “We wanted to reflect our culture, and food is very important in Spain. When you go visit a house, you often end up in the kitchen”, explains Raul, who speaks in plural not by chance, but because LinkedIn employees had a lot to do with the design process, carried out by the Italian Studio Il Prisma. And the tour into this unique cosmos begins with a talk around pans.

From Rafa Nadal to Ferran Adria Witnessing an ordinary day is difficult when, as is the case, each one is always different from the previous one. This is why this space is made to flow and boost spontaneity as an option. And although we set our first foot on a hall dedicated to Rafa Nadal, where a deep blue background holds the company logo made with tennis balls, the whirling of an impromptu meeting takes us to the Ferran Adria room where, surrounded by recipes and cookware, we pay full attention to the history of this place, inhabited,

in theory, by a staff of 26 people, although it never ceases to receive visitors. “We invited many customers, because we didn’t want to tell them how the world is changing. We wanted them to see the revolution for themselves.

That’s why we have so many people over”, Raul explains. His words prove accurate on a day like today when, despite the absence of entire department due to a trip to London, there’s a vibrant activity in each room. And it's amazing to witness how focus and mayhem harmoniously coexist in this vertiginous environment.

At this early time of the morning, you see employees working in almost every corner, however unlikely the environment may seem. A winery dedicated to Federico Garcia Lorca is now a haven for abstraction, although at other times it may, for example, be used for hosting a toast or celebration. We can also come up with an improvised meeting by the extensive library that surrounds IS DIGITAL · 21

A DAY AT… the entire space and includes, among many other works, Asterix and Obelix's complete collection.

It is inevitable to think that so much space for distraction may take a toll, and, although there were changes in productivity, these were for good.

“Yes, we've noticed that. We found a more productive work format, which allows us to do things we could not do before, using common areas that favor connection and collaboration”, Raul says.

To the kitchen!

Faced with this chaos of rhythms and meetings, we wondered if there was a place that brought together and gathered team members. The answer was, of course, the kitchen, in other words, the heart of the office. We arrived at the kitchen around noon, and we could still feel the aroma of breakfast and slices of crusty bread. Here, as in any Spanish home, is where team members usually greet each other; there is always someone with whom you can drink coffee or eat

22 · IS DIGITAL

“A HUGE LIBRARY, WITH WORKS CHOSEN BY THE EMPLOYEES THEMSELVES, SURROUNDS THE ENTIRE OFFICE” something, and where part of the team meets every day for breakfast.

to the office to work, but here we feel at home", Raul argues.

Next to the dining area, we saw several video game consoles and a football table. We are also told that the latter can turn into a ping-pong table thanks to a huge yellow table hanging from the wall. Although everything points to recreation, Raul reveals that these playful elements can become work tools, and that good ideas have actually emerged while cooking lunch. “This room is not designed to disconnect, we work here too. It's all about changing concepts. You can work and still be relaxed", he admits. “It is true that we all feel very comfortable here, and proof of that is that we could be anywhere else, because this job doesn’t require you to actually come

An almost traditional space After walking through the inspiring Saramago room, a small room with glass walls holding a huge block of steel, and an area where employees receive wellness treatments twice a week, the most surprising part of the visit was walking into the spaces occupied by rows of tables and computers. However, this traditional landscape is also unique: the desks, with a modular design, allow working both sitting and standing. Moreover, there are no assigned work stations, and you can work next to a different colleague every day.

In this ever-changing routine, there are two inevitable events on the agenda:

LinkedIn's logo printed on a typical Andalusian tile design reflects the leitmotiv of the offices: maintaining a corporate image without losing the personality and culture of the place in which they are located. And this combination is achieved in all company branches. “It’s funny —Raul says— because you can see that even in Dublin, where our largest offices in Europe are located, and where the largest number of employees are. Or in Amsterdam, for example, where a bike path goes through our facilities. In each and every one of them you realize that we share the same corporate identity, you have the feeling of being at your office because there are symmetrical elements from our corporate culture and values, but they are adapted to the local culture. You have the feeling of being an Italian in Milan, or a Parisian in France. That is a wise move. I’ve had the opportunity to visit several of these offices, and there's always a place for me to work, just as in Madrid.”

once a year, employees welcome their parents at the office, and on a different day, they invite their children over. “Throughout the day, our doors are open, and we try to explain to them how we work.” Many don’t understand, or flip out, especially the parents, mainly because of a generational gap. These are initiatives that are organized worldwide, in all of our offices abroad, and are quite successful”, Raul argues. Is this a day off then? At Linkedin, that’s impossible. “We take this opportunity to ask questions, especially to the little ones. They tell us how they would like to work tomorrow, or the ideas they have, and cool things actually come out of that, because they can tell crazy thoughts that end up becoming a reality. Their vision of the world is exciting”, he assures. It's almost as exciting as our visit to this universe that we leave behind with the feeling of having traveled in time.

IS DIGITAL · 23

FOCUS

TRANSPORTATION HABITS IN MADRID AND BARCELONA

Within the daily morning ritual, citizens include the journey that takes them to their workplace into their routine, a time that they use for listening to music, reading and even getting those 'five more minutes' nap that they crave as soon as they hear the alarm going off. But what type of transportation do they choose each day? Thanks to the â&#x20AC;&#x2DC;ISDIgital Mobility' Report drafted by Ipsos for ISDI, we found out the most commonly used means of transportation in Madrid and Barcelona.

24 ¡ IS DIGITAL

THE MOST COMMONLY USED TO GO TO WORK...

Madrid

Barcelona

29%

24%

13%

25%

17%

13%

USE THEIR CAR DAILY

PREFER TO USE THE SUBWAY

TRAVEL

BY BUS

USE THE SUBWAY

TRAVEL

BY BUS

CHOOSE TO USE THEIR CAR, LEAVING THIS OPTION AS THEIR THIRD CHOICE

WHAT QUALITIES DO WE CHERISH THE MOST WHEN TALKING ABOUT TRANSPORTATION? • PUNCTUALITY

• FREEDOM OF MOVEMENT • SPEED • PRICE

• SAFETY

• IT ALLOWS ME TO BE INDEPENDENT • ACCESSIBILITY

IS DIGITAL · 25

FOCUS

USERS CONTRACTING URBAN MOBILITY DIGITAL SERVICES

40% MADRID

29% BARCELONA

WE WOULD RATHER USE BIKES Bikes are the means that most Spaniards would like to use, and many would use them more if they could

32%

30%

MADRID

BARCELONA

26 · IS DIGITAL

DIGITAL SERVICES

BY TYPE OF TRANSPORT

22% 12% 9% 7%

DIGITAL SERVICE CONTRACTS

16% MyTaxi Taxi 14% Cabify Bicycle Motorcycle 10% Uber 6% Car2Go Coche 5% Bicing (Total Madrid and Barcelona)

IS DIGITAL · 27

DIGITAL TRANSFORMATION

Juan Pedro Moreno Chairman and CEO of Accenture Spain

28 ¡ IS DIGITAL

The 31st floor of the Picasso Tower and its fantastic views of Madrid were the backdrop of a conversation between Juan Pedro Moreno, Chairman and CEO of Accenture Spain, Portugal and Israel, and Javier Rodriguez Zapatero, about a new technological era that is changing the social and business horizon everywhere in the world.

“WE TRY TO ENCOURAGE PEOPLE TO BE CREATIVE AND TAKE RISKS”

Javier Rodriguez Zapatero (JRZ): Thanks so much for welcoming ISDI at your home.

Juan Pedro Moreno (JPM): I’m the one who is thankful to you. You are one of our partners and producers of talent from now on.

JRZ: We are indeed partners in this attempt to create a new generation of professionals ready to take on any technological challenges, and that is actually why we want to talk about digital transformation, a process that Accenture has embraced with remarkable success.

What are your thoughts on this, considering that you are also taking this road with other major companies?

JMP: The advent of digital technologies is allowing to even out the entire business community.

There are no longer small and large businesses, but some engaging consumer experiences and others which are not. We are at a moment in history in which cards are being dealt again. And that implies changing your core business, transforming your basic business, your business model and your cost structure to adapt to this new reality.

JRZ: And is Accenture taking this at face value? Are you changing your Core Business?

JMP: Yes, and this is not something I say, customers say so as well.

In the last four or five years, we have committed to being at the forefront of digital transformation.

From the infrastructural standpoint, the applications that we use are securely stored in a public iCloud,

and over 70% of them, including Microsoft Office, are managed 'as a service.' We have transformed talent from the very roots: from the recruitment sources and the training structure to incorporate new capabilities, all the way to our way of invoicing and communicating with customers. Everything has been completely renovated. Our shift has been radical and has helped us to earn a leadership that almost all competitors lust for.

JRZ: This means that, in order to transform your Core, you’ve had to modify many surrounding aspects and change your culture.

JMP: We have renovated everything.

The first thing we did was explaining to our team “what this was about”: we are trying to be dynamic and go ahead in the market, yes, but mostly to instill something that is still not deeply rooted in the Spanish culture: encouraging people to be creative and take risks, invent things, and also learn to fail. Here, we don’t punish anyone for making mistakes, instead we do for not asking or for not having ideas.

And this takes time. This year, 60% of the activity that we carry out in Spain and Portugal will be tied to digital projects. Five years ago, that percentage was zero.

JRZ: Impressive figures. And after experiencing this change first hand, are you able to convince other managers to lead this change, do you encounter any resistance?

JMP: In our country, SMEs have two major barriers, the first one being the attitude of employers

towards transformation, which is neither seen as a threat nor an opportunity. The second one is the difficulty to work with other companies. The digital revolution is not limited to technology, it also encompasses the way of doing business and here, collaboration becomes imperative. Spanish companies find it hard to work in a collaborative manner. However, there are large companies that have in fact seized this opportunity, such as BBVA and Inditex, which have had a leading position in their sectors for a long time and wish to maintain their positions by reconverting very quickly.

JRZ: You mentioned some success cases, but we have seen how Silicon Valley companies grow faster than any others and it seems as if they are taking on the world. Do you believe that those Spanish companies you mentioned before will remain as leaders in five or ten years?

JMP: I think they will. At least Accenture, ranked 34 in Interbrand’s 2018 ranking of 'The 100 most valuable brands in the world' aims at it. Our brand is valued at USD 14.214 billion, namely 14% more than in the previous year. It is true that this revolution is causing some companies to concentrate around large groups, for instance, Amazon or Google. However, tech companies from other areas, like ours, are giving rise to other conglomerates offering a range of services: from strategy to outsourcing services or digital marketing.

IS DIGITAL · 29

TRANSFORMACIĂ&#x201C;N DIGITAL

"THE ADVENT OF DIGITAL TECHNOLOGIES IS ALLOWING TO EVEN OUT THE ENTIRE BUSINESS COMMUNITY. THERE ARE NO LONGER SMALL AND LARGE BUSINESSES, BUT SOME ENGAGING CONSUMER EXPERIENCES AND OTHERS WHICH ARE NOT"

JRZ: Have you managed to take a bite out of traditional digital marketing agencies?

JMP: We did not get here as a result of stealing other people's business, but because we have seen this as a natural need in the digital transformation process we are currently into. Perhaps, we have the advantage of being rather new in town and we have not had to adapt any past behaviors.

JRZ: And your success is, in many cases, linked to customers.

JMP: Our business model does not rely on selling advertising, but on helping customers to sell more, be more efficient, open new markets, or generate business opportunities in other countries.

JRZ: You have the possibility to work with a new generation of talents. What do they share with those who started their professional career in the 20th century?

JMP: Attitude. When I joined Accenture, finding a job was a

30 ¡ IS DIGITAL

miracle, and so we had great ambitions. After that, there was a time in which welfare economics derived in an accommodative culture, but that has changed, and those who join now come with great motivation, as was the case before.

However, young professionals are different in that they have a great ability to work together and innovate, and companies have learned to create a less structured work environment, where everyone expresses their concerns. Bringing these two factors together can lead to total success.

JRZ: And if we focus on managers, what capabilities should those leading the digital transformation have?

JMP: A combination of several things: the first is having a dream, an idea that engages people.

You also need to be bold and optimistic. I always say that being optimistic always pays off, and one of the things against which I struggle the most is the idea of the 'complaint machine'.

JRZ: The enlightened destroyer.

JMP: Exactly. In multidisciplinary teams, where teams from different departments gather to propose new products, I want people who bring down barriers.

JRZ: From one optimistic to another: we are traveling together in this journey to create a master’s degree for young professionals, and many come with the ability to work in companies like Google or Facebook, and do not realize that there are traditional companies facing digital transformation and generating a new environment.

JMP: One of the biggest problems that Spanish society has gotten itself into is accepting too quickly that multinationals are unstoppable, and there's nothing we can do about that.

But, what if we invest all our efforts and our desire to create Spanish alternatives? Having the opportunity to transform or create something in your environment is wonderful, and that is something to build on. You need to decide whether you want to be a big fish in a small pond or not.

JRZ: And what would you tell them so that they would see the value of a company like yours in the future?

JMP: Accenture is leading the digital transformation momentum, we cover all areas: from Artificial Intelligence to Blockchain, including new forms of communication and design. We have created an amazing environment to grow and develop capacities.

JRZ: You've talked about some of the technologies that will shake our business models to the core, but which one do you think will stand out above all others in the coming years?

JMP: Artificial Intelligence and Quantum Computing can bring a great revolution if we apply them to business solutions. And there are two very tangible elements that will be disruptive. On the

one hand, the advent of the voice user interface, which will change the way people we interact with machines and will lead to new services and products. And, on the other hand, Artificial Intelligence itself, but applied to robotics, to the ability to introduce it to allow for much more efficient processes.

JRZ: Experts have shown that AI is biased by those who program it and therefore comes with material defects or advantages, depending on the human behind its development.

JMP: This is an issue that is very interesting for Accenture, and this why, in addition to this digital transformation process, we are decidedly betting on diversity, not only focused on gender issues. We aim at reaching a 50% female staff by 2025, but that's not the only type of diversity that we pursue.

What we want is for our products and services to be designed, programmed and managed by all kinds of people. It is only with that wealth that we will be able to create something that is useful for everyone. Diversity has become a business imperative for Accenture.

JRZ: Finally, I know you love music. If you had to choose a 19th century musician who you think could have been successful in the digital age, who would it be and why?

JPM: There is a musician, who became already famous at the time, Joseph Haydn, who created an algorithm from which a different minuet could be built every time, and all of them would sound well.

In fact, our team has managed to mechanize this algorithm for the National Library so that anyone can create a minuet. I think that today, Haydn would have hit the charts.

JRZ: He was prolific, but was he also creative?

JPM: There wouldn’t be music without creativity, don't you think?

But in my opinion, he was, above all, a mathematician.

Profile Juan Pedro Moreno, a graduate of the Autonomous University of Madrid in Economics and Business Administration, began his career at Accenture in 1989, specializing in the financial sector. He held various management positions in Spain and globally, and also led the global banking area for three years.

Since 2015 he holds the position of Chairman at Accenture Spain, and leads, together with the Executive Committee, all strategic initiatives in Spain, Portugal and Israel, focusing mainly on customer transformation.

Accenture has been selected by 'Top Employers' as one of the five best places to work in Europe, a recognition that shows that the company provides exceptional working conditions, supports and encourages talent at all levels of the company, and is positioned as a leader in the field of Human Resources, striving to improve practices to its employees and to constantly evolve.

IS DIGITAL · 31

AGENDA

ENE

FEB

Barcelona, 15.01.2019 The voice is the future, with Enrique Tellado How has technology changed the world and the financial industry as we knew it?

Innovating banks, non-banking companies working on finance, new Fintech models...

Traditional paradigms have been overtaken by developments that transform the relationship between people and their money. [ISDI]

Madrid, 19.02.2019 Hospitality Innovation Planet (HIP) Within this event on innovation in the Horeca sector (hotels, restaurants and cafĂŠs), the 'Hospitality 4.0 Congress', the largest international conference on the transformation of business models will organize an agenda for each professional profile (general management, marketing, sales, purchasing, operations ...)

Bilbao, 26.01.2019 Bilbostack Great professionals of the technology sector, a reference both nationally and internationally will gather by the banks of the Nervion River, at the impressive Euskalduna Palace, to share their knowledge on various topics and the latest trends.

32 ¡ IS DIGITAL

Barcelona, 25.02.2019 The Mobile World Congress The largest event in the mobile industry brings together in Barcelona the best professionals and leading companies to reflect on a new era marked by intelligent connectivity, with highly personalized experiences. MWC Barcelona will gather the latest innovations and the most advanced technology of more than 2,400 leading companies.

MAR

ABR

Barcelona, 12.03.2019 eShow 2019 This meeting point for professionals of the online world offers over 48 hours an overview of the latest technological trends through more than 400 different activities with national and international speakers who will share their experience. Visitors will learn and discover solutions and the most appropriate tools for their activity.

Barcelona, 09.04.2019 Advanced Factories This conference brings together the most innovative companies in automation, robotics, machinery and digital manufacturing, together with all the technologies that are driving reindustrialization and improving competitiveness.

Madrid, 20.03.2019 OMExpo 2019 The Digital Marketing & eCommerce landmark event in Spain will present the industryâ&#x20AC;&#x2122;s innovations, products and services to the thousands of visitors coming to IFEMA on its two days. Its last edition featured more than four hundred participating brands and managed to strengthen contacts that benefited the development of their businesses.

4YFN Barcelona, 25.02.2019 A must-attend event for startups, 4YFN returns to the MWC to support emerging businesses, investors and companies to facilitate synergies and joint ventures. A look ahead that will unveil the technologies that will make a difference in four years.

IS DIGITAL ¡ 33

OPTIMISTIC ATTITUDE

TSAHI LIBERMAN THE RIGHT TO PLAY

There are conflicts so deeply rooted, that attempting to disentangle them seems an overwhelming task. In any type of conflict generated by adults, the main victims tend to be children, who are inevitably drawn towards an imposed war. Tsahi Liberman, Israeli engineer, has devoted part of his life to find ways to build bridges between those born with in an environment filled with hatred through games, and has gotten students in Palestinian and Israeli schools to dance and laugh together in the haven of peace that childhood should always be.

When

we think of a video game, images of violence and terror come to mind, and the truth is that this billion-dollar industry does make part of its profits with this type of games. Despite his fifteen-year experience in this industry, Tsahi Liberman decided to leave this profitable trench and focus his career on teaching and developing educational games. Today, he is a gamification expert, namely, the use of playful elements for solving real problems. Even though this technique is quite popular in the business world, this Israeli engineer, along with some colleagues, imagined how to use its benefits for children suffering the consequences of armed conflicts.

34 · IS DIGITAL

“WHEN THE BOMBINGS RETURN, IT'S EASY TO GO BACK TO PREVIOUS IDEAS” The result was 'Game for peace', an association created five years ago, with the purpose of improving the lives of children who bear the scourge of war, in a deceptively simple way: making both sides of the conflict play together. The first initiative carried out attempted to contact young Israelis and Palestinians. The

first bump on the road were the prejudices on both sides. “It wasn't easy to find people who wanted to participate. We found two barriers: On the one hand, the teachers.

Some of them didn't want to interact with other teachers or, as they used to say, 'the other side.' Secondly, the parents, who also thought that the others were the enemy. It was a great challenge to confront parents and teachers of this mindset, talk to them and explain to them that this was all for a good cause", he says.

The speech of younger children, as one might expect, was along the same lines. “We heard terrible

things, like calling the other children terrorists, demons or beasts.

To them, they were nothing more than the enemy”, Tsahi argues. The huge smile that accompanied this story predicted a happy ending, although he continued to describe the initial fears. “It was very key to maintain the origin of the participants a secret, so the whole process was online. But there were many moments of terror. We considered all the possible scenarios: fake identities, insults... and there was also the fear of failure, of not generating any changes, or of kids taking it as something they had to do, and then go back to their normal life”, he explains.

Despite these adverse conditions, they succeeded in bringing together participants, and the next step was choosing the most suitable context for their meeting. “We decided to connect them directly through a game and, for that, we used the 'Minecraft’ universe. They were students from two schools, one Palestinian and the other one Israeli, but nobody knew the identity of an-

yone", he says. To ensure anonymity and remove the language barrier, they altered the platform’s chat mechanism so that it would act as a translator. So, regardless of players writing in Hebrew or in Arabic, each would read the conversation in their native language.

“WE BROUGHT TOGETHER STUDENTS FROM TWO SCHOOLS, ONE PALESTINIAN AND THE OTHER ONE ISRAELI, BUT NOBODY KNEW THE IDENTITY OF ANYONE”

For nine weeks, students became a team in these virtual worlds, built their universe and lived adventures behind vague identities. The real challenge came after this period: meeting in person. As his enthusiasm predicted, the study went well. The boys finally met, and it was an exciting moment. “They sang together, danced together... They connected immediately.” We saw a great improvement in attitude and understanding between them. They came to feel true appreciation for one another, and this new situation was amazing”, he admits. And the fear of this being only a temporary mirage, was it the case? “No, it was not the case”, he smiles, “they keep in touch, and that is essential, because when the bombings return, it's easy to go back to previous ideas.”

GAME FOR PEACE is a non-profit organization that develops programs to promote dialog, reduce prejudice and create positive experiences for young people suffering from armed conflicts.

Through games, they have managed to tear down cultural, religious, and political barriers, while creating unthinkable ties in a state of war.

IS DIGITAL · 35

INDUSTRY NEWS

2019: The challenges for the IMPACT Accelerator A new year is coming, and the IMPACT Accelerator sees this new beginning as a phase for major projects and exciting challenges. The ISDI-led accelerator, ranked in the Top 2 in Europe and in the Top Ten worldwide, implemented three programs throughout 2018: IMPACT Growth, IMPACT Connected Car and IMPACT RobotUnion, aimed at boosting the growth of startups and European SMEs from different sectors, with training and personalized mentoring and non-debt financing.

The IMPACT Growth program has ended with 2018, after providing the leading startups with the opportunity to establish synergies with investors and expand their horizons into new markets. Initially, the best in the program were invited to the IMPACT Growth Investor Day, an exclusive event designed to facilitate contact with investors of the IMPACT network.

The guest star of the day was Kat MaĂąalac, partner at Y Combinator, the first worldwide accelerator.

The participating startups also traveled to Silicon Valley, where they attended major events like TechCrunch Disrupt SF and the European Innovation Day, and to London, where they held interviews with high-level investment funds, including Accel and Atomico. This initiative will come to an end in January, with the election of two "Superstar Startups", which will be awarded USD150,000.

The second call for IMPACT Connected Car ended in midOctober, with more than 600

36 ¡ IS DIGITAL

applications (definitely a record!)

Meanwhile, the startups from the first batch are preparing for the final stretch of the acceleration phase with a visit to Malaga, where they will attend the FIWARE Summit and the IMPACT Connected Car Funding Bootcamp.

Regarding robotics, twenty startups were selected to participate in the first IMPACT RobotUnion program.

They will meet in Delft (Netherlands) for the Robot Union Welcome Camp,

an introductory week where they will meet their peers and mentors.

IMPACT is closing the year with great ideas that will not be limited to startups, but also include the field of corporate innovation.

Moreover, the team has doubled in size since the birth of the accelerator. Would you like to know more about its future? Keep your eyes wide open, because great opportunities are coming for your startup... or corporation!

Big Data redefines the labor market in Europe The Big Data sector will create, according to the European Commission, 112,000 jobs each year until 2020. It is currently estimated that the EU requires 800,000 employees from this industry, 10% in Spain alone. Digital transformation, which has already revolutionized the way we work, has burst into the labor market and become one of the areas with greater demand for employment.

The future of Information Security

Cybersecurity is a professional sector currently growing by around 13% annually in Spain, one point above the European average, according to the National Cybersecurity Institute (Incibe). In terms of market, the total volume is between €1 and 1,2 billion in turnover in our country, while globally, it is estimated that this sector could be close to generating €90 billion annually, with a projected increase in the next fifteen years.

Innovation in education Award EnlightED, the World Conference gathering experts in education, technology and innovation to promote a debate on education in the digital age, rewarded the best international startups in the sector, at any stage of development last October.

Among the more than 600 proposals, applications such as Lingokids, an online learning platform for early age, or Myabckids, an adaptive-technologybased educational methodology for children to learn literacy basic skills at their own pace were recognized.

How will Blockchain affect the financial market?

According to the Moody's report, Blockchain technology may significantly reduce the costs and time necessary for cross-border banking transactions, thus increasing bank efficiency. On the other hand, the adoption of this technology could also limit processing, commissions and profit fees in currency-related transactions, which could affect the revenues of financial institutions. Swiss branches would be the most vulnerable to these reductions, as 50% of their income comes from these sources.

IS DIGITAL · 37

AN ECOSYSTEM DESIGNED FOR THE DIGITAL TRANSFORMATION OF PROFESSIONALS AND BUSINESS

FOLLOW US ON