19 minute read
Martha Malaver
Martha Malaver de Mambu:
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Un estudio de Mambu realizado con 1,250 Millennials y Gen Z latinoamericanos revela que tanto los bancos tradicionales como los neo bancos han logrado satisfacer a sus clientes más jóvenes, aunque esa lealtad está lejos de estar garantizada.
Por redacción/ MiaMi
os latinoamericanos de entre 18 y 35 años están ampliamente satisfechos con las instituciones financieras de su preferencia, aunque su lealtad no está garantizada, según una encuesta de Mambu. La plataforma bancaria líder encuestó a 1.250 Millennials (entre 25 y 35 años) y a la Generación Z (entre 18 y 24 años) en seis países de América Latina: México, Colombia, Perú, Chile, Argentina y Brasil, para determinar qué buscan a la hora de elegir un banco, digital o no, y qué les hace quedarse.
En este primer informe de una serie de cuatro, “El estado de la bancarización de los adultos jóvenes en la región”, se descubrió que el 88% de los encuestados tiene acceso a algún tipo de institución financiera, una concentración mucho mayor de personas bancarizadas en comparación con América Latina y el Caribe en su conjunto, donde aproximadamente la mitad de la población está bancarizada.
Alrededor del 77% del total de los participantes indicó que utiliza un banco tradicional, mientras que el 28% señaló que utiliza un neo banco, y el 18% dijo que ambos. Sin embargo, Brasil contradice esta tendencia y la mayoría opta por un neo banco en lugar de un banco tradicional: El 46% utilizó bancos tradicionales como proveedor principal, frente al 54% que utilizó un neo banco.
En todos los demás países, la mayoría optó por los bancos tradicionales, especialmente en Chile (91%) y en Perú (80%).
“Los resultados de nuestra encuesta reflejan la máxima importancia y prioridad que las instituciones financieras de cualquier tipo deben otorgar a las experiencias de los usuarios porque, de lo contrario, verán cómo sus competidores les arrebatan su base de clientes”, comentó Martha Malaver, directora general de Mambu para América.
Al preguntarles sobre su nivel de satisfacción con la aplicación de su institución (ya sea banco tradicional o neo banco), el 76% dijo estar muy satisfecho (26%) o satisfecho (50%). Los colombianos se situaron por encima de esta opinión general, ya que el 87% declaró estar extremadamente satisfecho (25%) o satisfecho (62%). Cuando se pidió a los encuestados chilenos que calificaran su nivel de satisfacción con la aplicación de su institución (ya sea banco tradicional o neo banco), el 70% dijo estar muy satisfecho (23%) o satisfecho (47%). En el caso de los argentinos, el 74% de los encuestados se mostraron muy satisfechos (20%) o satisfechos (54%) con la aplicación de su institución (ya sea un banco tradicional o un neo banco).
Cuando se les pidió que calificaran su satisfacción con los productos que utilizan de su banco o neo banco, el 75% respondió estar muy satisfecho (21%) o satisfecho (54%). Sin embargo, el estudio reveló que en realidad no se requiere de mucho para perder a un cliente. En general, cuando se les preguntó por qué cambiarían de institución si alguna vez lo hicieran, los encuestados
“La encuesta refleja la prioridad que las instituciones financieras deben otorgar a las experiencias de los usuarios”, señaló Martha Malaver.
mencionaron mejores beneficios y precios, mejores servicios al cliente y herramientas digitales, y mejores productos y servicios entre los aspectos que considerarían si una institución de la competencia pudiera superar sus opciones actuales.
“Los jóvenes de hoy en día poseen conocimientos financieros y tecnológicos. A medida que crezcan, esperarán las mismas comodidades que obtuvieron al comprar viajes, ropa y boletos para el cine como adultos jóvenes cuando dirijan los hogares, las empresas y los gobiernos de la región en el futuro”, afirmó Martha Malaver de Mambu.
Mambu es la única plataforma bancaria verdaderamente SaaS en la nube en el mundo. Lanzada en 2011, Mambu acelera el diseño y la construcción de casi cualquier tipo de oferta financiera para bancos de todos los tamaños, entidades de crédito, fintechs, minoristas, telecos y más. Mambu cuenta con 800 empleados que dan soporte a 200 clientes en más de 65 países, incluyendo a N26, BancoEstado, OakNorth, Raiffeisen Bank, ABN AMRO, Bank Islam y Orange Bank.
Grado de satisfacción por país
• Al preguntarles a los jóvenes por su satisfacción con los productos que utilizan de su banco o neo banco, el 81% de los colombianos se declara muy satisfechos (20%) o satisfechos (61%). • En cuanto a los argentinos, el 73% de los encuestados se declara muy satisfechos (23%) o satisfechos (60%) con los productos de su banco o neo banco. • En el caso de los chilenos, el 77% de los encuestados está muy satisfecho (18%) o satisfecho (59%) con los productos de su banco o neo banco. • Los peruanos manifiestan estar muy satisfechos (11%) o satisfechos (62%) con los productos que utilizan en su banco o neo banco.
Annie García de T-Mobile: “estamos
comprometidos con la comunidad hispana
“Somos el principal proveedor de servicio móvil para los clientes hispanohablantes en el país. Hoy les traemos una nueva manera de disfrutar de las noticias, shows, películas y los deportes en vivo”, afirmó Mike Sievert, presidente de T-Mobile.
Por redacción/ MiaMi
a empresa de telecomunicaciones T-Mobile anunció en julio pasado que les dará a sus clientes una suscripción de un año a ViX+, una plataforma que tendrá 10.000 horas de series originales, películas, noticias y deportes en vivo en español, con más de 4.000 horas de fútbol en vivo en Estados Unidos. ViX+ es el único servicio de streaming en español en el país con cobertura de los partidos de la Champions League, Europa League y Conference League de la UEFA. ¿Y quién puede decirle que no a una oportunidad como esta cuando hoy todo cuesta más? Un año de ViX+ por cuenta de la empresa para los clientes de T-Mobile y Metro by T-Mobile con planes elegibles equivale a $84 anuales de ahorro.
“Estamos tan comprometidos con nuestra comunidad hispana y con nuestros clientes y queremos ofrecerles ViX+, la plataforma nueva sin comerciales que está lanzando Televisa Univisión y nosotros estamos listos para brindar ese servicio que vamos a ofrecer gratis. Este es un ejemplo más de lo que estamos haciendo para brindar mucho valor y apoyo a la comunidad hispana que nos ha elegido a nosotros como el número uno para escoger sus servicios celulares”, explicó Annie García vicepresidente de ventas y distribución de la marca T-Mobile para la región sur y este de los Estados Unidos.
La nueva oferta para los hispanos
ViX+ tiene programación para todos los miembros de la familia. Series premium como María Félix, La Doña, La mujer del diablo y Mi vecino el cartel están disponibles desde el 21 de julio pasado, con estrenos exclusivos de películas a lo largo del mes que solo puedes encontrar en ViX+, incluidas Mirreyes contra Godinez 2, ‘El retiro’ y Enfermo amor. Hay una selección exclusiva de partidos de fútbol en vivo, para que los fanáticos puedan seguir toda la acción en la cancha desde su smartphone o tablet. Además de ofrecer partidos en vivo de la Liga MX, ViX+ es el único servicio de streaming en español en Estados Unidos con cobertura de los partidos de la Champions League, Europa League y Conference League de la UEFA. ViX+ también es el hogar de todas las competencias de los equipos nacionales de la UEFA, incluidas la UEFA Nations League, Euro Qualifiers, UEFA Euro y la Finalissima.
“Somos el principal proveedor de servicio móvil para los clientes hispanohablantes en el país, conocemos sus preferencias y por eso hoy les traemos una nueva manera de disfrutar de las noticias, shows, películas y los deportes en vivo de mayor relevancia, y todo por cuenta nuestra”, afirmó Mike Sievert, presidente y director ejecutivo de T-Mobile.
Con más de 70 series y películas originales producidas para su primer año, hay una amplia variedad de nuevos shows y películas protagonizados por estrellas reconocidas. “T-Mobile está reconociendo lo duro que fueron estos dos años por el impacto de la inflación y estamos buscando como añadir más valor y más servicios”, agregó Annie García.
“T-Mobile está reconociendo lo duro que fueron estos dos años por el impacto de la inflación y estamos buscando como añadir más valor y más servicios”, comentó Annie García de T-Mobile.
Los hispanos aman mirar videos
“La población hispana en EE. UU. mira más videos en sus smartphones que cualquier otro segmento, pero hasta que llegaron ViX y ViX+, teníamos muy pocas opciones para hacer streaming de programas en español, y además eran caras”, afirmó Jorge Martel, vicepresidente del grupo de mercados de consumo de T-Mobile.
Además, es muy fácil hacer streaming de ViX+ con la red nacional de T-Mobile. La empresa también ofrece la red 5G más grande y rápida del país. Según el nuevo Informe de experiencia 5G, de Opensignal, los clientes de T-Mobile obtienen las velocidades promedio más altas de carga y descarga en 5G, de 171 Mbps y 17.8 Mbps, respectivamente. La red 5G de rango extendido cubre casi a todos en el país: 315 millones de personas a lo largo de 1.8 millones de millas cuadradas. La empresa cubre a 225 millones de personas en todo el país con la red 5G super rápida de ultracapacidad, y T-Mobile prevé cubrir a 260 millones en 2022 y a 300 millones el próximo año.
ViX+ por cuenta de T-Mobile está disponible desde mediados de agosto para los clientes de servicio pospagado de T-Mobile y de Internet Residencial de T-Mobile (incluidos los clientes de T-Mobile para Empresas) con planes telefónicos elegibles y para los clientes de Metro by T-Mobile con planes ilimitados.
By LUCY PÉREZ, BERNARDO SICHEL, MICHAEL CHUI AND ANA PAULA CALVO / McKinsey & Company
THE ECONOMIC STATE OF LATINOS IN AMERICA: THE AMERICAN DREAM DEFERRED
As a population, they increasingly embody —in spirit and reality— the American dream that hard work pays off and each successive generation will be better off than the one before.
led to Latinos being paid less than non-Latino White Americans within the same occupational categories—and even less for Latinos not born in the United States—and to having lower access to education, food, products, and services. But different choices can be made.
LATINO WORKERS: A STRIKING GENERATIONAL GAP
Latinos make up 18.4 percent of the US population and 17.3 percent of the US labor force, a share forecast to rise more than 30 percent by 2060. Latinos start more businesses and have higher rates of intergenerational mobility, and their share of skilled and higher-paid occupations has increased in the past decade. As a population, they increasingly embody—in spirit and reality—the American dream that hard work pays off and each successive generation will be better off than the one before.
Yet America’s contribution to that dream is uneven. Latinos born in the United States enjoy higher wages and intergenerational mobility than foreign-born Latinos—suggesting Latinos may overcome the hurdles to full participation in their adopted country over time. Yet both US- and foreign-born Latinos remain far from equal with non-
Latino White Americans. Latino Americans make just 73 cents for every dollar earned by White Americans. They face discrimination when it comes to securing financing to start and scale businesses.
Latinos struggle with access to food, housing, and other essentials. And their level of household wealth—which directly affects their ability to accumulate and pass on wealth from generation to generation—is just one-fifth that of White Americans. Furthermore, COVID-19 had a disproportionate impact on Latino lives and livelihoods.
Our research finds Latinos are collectively underpaid by $288 billion a year. In a situation of full parity, they could spend an extra $660 billion annually. Latino businesses could generate an additional $2.3 trillion in total revenue each year, and 735,000 new business could be created supporting 6.6 million new jobs. And Latinos’ annual flow of net wealth from one generation to the next could be $380 billion higher.
Latinos face barriers similar to those ultimately overcome by waves of immigrants before them. Income, wealth, and intergenerational mobility are improving for Latinos over the generations, helping close the economic gap. But that isn’t enough. Policies and practices have
Latinos are also more likely to be sole proprietors: 92.5 percent of Latino-owned businesses are single-person firms, versus 83.1 percent of the total population on average. Latinos are projected to make up 22.4 percent of the US labor force by 2030 and more than 30 percent by 2060. Yet they remain concentrated in roles generally dismissed as “jobs no one else wants to do.” They are underpaid, less likely to have nonwage employer benefits, and disproportionately vulnerable to disruption. The $288 billion annual gap in income compared with non-Latino White workers not only represents lost economic opportunity but has significant implications for Latinos’ ability to start businesses, build wealth, and fully participate as consumers. In a scenario of parity, wages for Latino workers could be more than 35 percent higher and an additional 1.1 million Latinos could join the middle class. The share of Latinos in skilled and higher-paid occupations has increased by almost five percentage points in the past decade. Yet Latino workers are overrepresented in lower-wage occupations, underrepresented in higher-wage occupations, and generally paid less than non-Latino White workers in the same occupational categories. And the annual median wage for foreign-born Latinos ($31,700) is even lower than for US-born Latinos ($38,848)—and both are significantly lower than the annual median wage of $52,942 for nonLatino White workers. Foreign-born Latinos have historically accounted for a higher percentage of Latino workers in the United States than they do today. As more of the Latino population is US-born—the younger age profile of Latinos also contributes to higher birth rates—its percentage of the country’s workforce rises, and the economic gap with non-Latino White Americans will likely narrow.
LATINO BUSINESS OWNERS: THRIVING AGAINST THE ODDS
Latinos start more businesses per capita than any other racial or ethnic group in the United States. Over the past five years, one in 200 Latinos (0.5 percent) have started a new business every month, compared with 0.3 percent for the next highest groups (White and Asian). The number of Latino-owned employer firms has grown by 12.5 percent annually, compared with 5.3 percent for White-owned
employer firms. And while Latino-owned employer businesses are concentrated in cities and states with large, dense Latino populations —such as Los Angeles, Miami, and New York City -45 of 50 states saw an increase in Latino-owned businesses from 2012 to 2017.
Yet the share and the performance of Latino-owned businesses fall well short of their potential. Despite accounting for about 18.4 percent of the US population, Latinos only own about 6 percent of employer firms and around 14 percent of nonemployer firms. If Latinos’ share of employer business ownership reached parity with their share of the population, some 735,000 new enterprises could be added to the US economy, supporting 6.6 million new jobs. And if the per-firm sales of those businesses were in line with those of non-Latino White-owned businesses,12 an additional $2.3 trillion in total revenue could be generated.
Even though Latinos have the highest rate of entrepreneurship, there are significant differences between Latino employer firms and non-Latino employer companies. Nearly 13 percent of Latino-owned firms close in their first year, compared with 10 percent for White-owned firms, and the gap persists over time. Latinos are also more likely to be sole proprietors: 92.5 percent of Latino-owned businesses are single-person firms, versus 83.1 percent of the total population on average. There are also gaps related to representation, revenue per firm, profitability, and the number of employer businesses.
What barriers drive these gaps? First, while Latino owners of employer businesses have similar credit scores to their White counterparts, they still face challenges securing financing. Latinos have the lowest rate of using bank and financial institution loans to start their businesses compared with other racial and ethnic groups—12 percent compared with 17 percent of White employer businesses —and are less likely than White-owned employer businesses to receive all the funding they apply for. In addition, Latinos rely more on family savings, credit cards, and personal assets to start businesses, and are less likely to apply for additional funding because they don’t think they will receive approval. Some 26 percent of Latino entrepreneurs believe their Latino heritage limits their ability to access capital.
Even once established, Latinoowned employer firms continue to depend on personal sources of funding, making them potentially vulnerable to personal financial risk. The top funding sources for Latino-owned employer businesses seeking more than $100,000 tend toward personal savings, credit cards, and assets, while White-owned employer businesses look to secured loans from national or local banks. Accessing venture capital is also challenging: companies founded by Latino and Black owners represent around 2.5 percent of funding. Second, Latino entrepreneurs are less likely than their White counterparts to seek support and mentoring from professional advisers and colleagues, instead turning to family for support on running the business and making decisions. And, finally, Latino-owned employer businesses are less likely to have an online presence. About 93 percent of Latino-owned employer businesses have no e-commerce sales, compared with 89 percent Latinos face barriers similar to those ultimately overcome by waves of for White-owned employer businesses, which may place them at a disadvantage as the world goes immigrants before them. Income, increasingly digital. wealth, and intergenerational LATINO CONSUMERS: mobility are improving for Latinos AMERICA’S GROWING over the generations, helping close the DOMESTIC MARKET economic gap. But that isn’t enough. Latinos make up about 18 percent of the US population, but only account for 11.4 percent of aggregate consumer spending. While that amounts to around $870 billion in consumer expenditure annually, it could be around $500 billion higher if Latinos’ expenditures matched their share of the US population. In addition, our research shows there’s another $159 billion in unsatisfied demand, because many Latinos would be willing to spend more on offerings better suited to their needs. Yet despite these headwinds, Latino consumption is growing by 6 percent a year, steadily increasing the population’s share of total US consumption by 3 percent annually for the past eight years. That growth has been propelled by an increase in the number of highincome Latino households: households with income of more than $75,000 have grown at a compound annual rate of 6.6 percent over the past decade. And Latinos are likely willing to pay an average of 18 percent more—or 1.18 times the existing level of unsatisfied demand— for products and services that better meet their needs.
HEINEKEN USA PARTNERS WITH CYCLE TO REWARD INTER MIAMI CF FANS FOR RECYCLING
The Smithsonian’s National Museum of the American Latino has announced a $2 million gift from The Coca-Cola Company to support the new museum and Molina Family Latino Gallery. The donation establishes The Coca-Cola Company as a Corporate Founder of the Molina Family Latino Gallery and a Founding Donor of the National Museum of the American Latino.
In part, the gift will enable visitors to explore the diverse stories of Latinos in the United States—past, present, and future—through dynamic, multidisciplinary exhibitions and programming. The museum showcases the Latino experience to help Americans understand who they are as a nation. This gift is part of a long-standing commitment from Coca-Cola to recognize, support and partner with the Latino community and champion diversity in all its forms.
“Both the Molina Family Latino Gallery and forthcoming National Museum of the American Latino will strive to complete large gaps that
HEINEKEN USA and Inter Miami CF in collaboration with Cycle, a recycling technology and data company founded by University of Miami alumni, launched a new recycling program at DRV PNK Stadium. Leveraging innovative technology to improve recycling efforts at stadium sporting events, Inter Miami fans can now find Heineken® branded Reverse Vending Machines (RVMs) throughout the stadium where they can recycle their empty beverage containers and win rewards in return.
The machines are designed to engage fans and incentivize recycling efforts in a moment where many people may not have enough opportunities to recycle their products during an event. The process for the fans is simple: insert empty beverage containers at the machines, and scan a QR code to get a unique transaction ID. Once information is entered into the web app, users find out instantly if they are a winner and are given instructions for how to redeem their prize.
The four RVM’s are in the following locations throughout the stadium: two machines next to the Heineken Bar on the North side, one machines near section 120/121 (East side) and one machine near section 104/105 (West side).
The launch of this initiative supports HEINEKEN’s Brew a Better
World ambitions aimed at creating a positive impact on the environment, social sustainability, and the responsible consumption of alcohol.
“Through our efforts over the past decade with Brew a Better World, we have found that the best way to help consumers make sustainable exist in the story of American culture and history, gaps that overlook the struggles, achievements and contributions of American Latinos,” said Eduardo Díaz, interim director of the National Museum of the American Latino. “Generous gifts like this recognize the urgency of that mission, and we thank The Coca-Cola Company for their support. That support will enable us to share centuries of history with generations of visitors from across the country and around the world.”
The Molina Family Latino Gallery is the American Latino Museum’s first gallery and interprets what visitors may see and learn in the future museum building. The gallery’s inaugural exhibition, “¡Presente! A Latino History of the United States,” introduces visitors to critical concepts, moments and biographies that shine a light on the historical and cultural legacy of U.S. Latinas and Latinos through bilingual exhibitions, public and educational programs, and robust online offerings. The gallery and exhibition will open in the summer at the National Museum of American History.
“The Smithsonian is shining a much-needed spotlight on the tremendous contributions of Latinos in this country, and Coca-Cola is proud to contribute to this landmark effort,” said Alfredo Rivera, president for North America, The Coca-Cola Company, and founding member of the museum’s advisory board. “Through our partnership, we aim to make a difference in communities by celebrating stories, empowering learning and boldly shaping a better shared future where diversity, equity and inclusion play a central role.”
choices is creating convenient opportunities that fit into real moments,” said Josephine Bertrams, SVP and Chief Corporate Affairs Officer of HEINEKEN USA. “By meeting our consumers in more of these moments, this initiative seeks to eliminate the barriers fans may face at sporting events by encouraging and making it easier to make the responsible choice to recycle. As a passionate leader in supporting live events HEINEKEN USA is thrilled to be making sustainability more accessible and exciting for consumers with Cycle and Inter Miami.”
