Technological Atlas organized, a few days ago, the event Collaborate People & Data 2022, where the data economy was discussed, and the challenges that arise before the confluence of the physical and digital world.
The CEO of MaxLinear Hispania and promoter of the Valencia Silicon Cluster, Mayte Bacete, has stated that the “first objective” of the Spanish microelectronics sector is “Generate, retain and attract talent. We are at a major bottleneck. Let’s manufacture engineers and we will manufacture the world, if we don’t have them we won’t be able to grow”.
In relation to the country strategy in the field of microchips, which includes the launch of a Specific portion for a value of 11,000 million euros, Bacete bets on “strengthen the ecosystem and the design companies that currently exist”. In that sense, before reaching the foundries [los grandes centros de producción de chips]”more steps have to be taken, such as promoting nanofactories and entering manufacturing points, such as encapsulation and testing.” In this way, Spain will be able to “attracting a foundry, but until that grows it will be difficult”.
“We need to bring in talent from abroad, because with those who come out of the university and the environment is not enough”, has added. From the sector of microchip, “We are urging to define policies that allow it, tax measures, visas, what is necessary, in addition to the training part, and to improve infrastructures, because the technology parks are full and we need spaces.”
The penetration of the data economy is “it is still low, we are not exploiting all the data that we could”, has affirmed Daniel Saenz, director of technology transfer at the Technological Institute of Informatics (ITI) and the only Spanish member of the board of directors of the Gaia-X European cloud federation project. “While the European cloud market is growing, the share of European providers of this service is decreasing”, has assured. In fact, “only 26% of European companies use the cloud and 70% of cloud services come from the US and China, which generates data portability and sovereignty risks”.
With respect to Gaia-X project has stated that “The objective is not to build any infrastructure, it is not a substitute for the current clouds, but rather that everyone who provides services in Europe complies with the regulations established in defense of the rights of citizens.” Among the requirements that will be imposed, “the necessary certification to operate will demand immunity from non-European laws, which cannot depend on an American or Chinese law, which will often mean taking the headquarters to Europe.”
The CEO of GroupM Spain, Sebas Muriel, has urged companies to spend “from being a CD, which is already digital, but has not understood what is happening, to being a streaming service as a company”. In 2030, “Whoever says they don’t understand the data is like someone who in the 2000s asked their secretary to print an email. There are companies that are going to stay in digitization and it is not enough. This will imply many changes, both in the organizations and in the professional profiles that will be necessary”.
Within a time “we will have to work without the famous cookies, more and more anonymised data”, it states. “Before we made a model and we saw after six months how that investment had gone, now we can do it in real time, practically without anyone’s intervention to decide in which medium, in which medium”. As a last resort, “A campaign will not be effective if it doesn’t use data, but it won’t be effective if it doesn’t use creativity either. Emotional engagement is key.”
Humanize technology
“For me there is no debate, we have to humanize data and technology”declared Marta Tantos, founder of MARSENDA Innovation, who underlined the need to “learn from customers in order to improve their experiences and the products that we are going to deliver to solve their lives. We must continually ask ourselves why we do what we do.
During the 25 years as senior director of innovation at LEGO “the piece has always been the technology”but “to understand the client you must go further, analyze the culture, the context of society, know how the world of technology affects their lives or what type of entertainment they have access to”.
“At LEGO, a qualitative research was carried out, we visited schools in different countries, spoke with experts and spent a day and a half with the children”, has explained in the Technological Atlas Collaborate. The research resulted in a new product, Lego Friends, “which tripled sales to girls that same year. It was the gateway for them to discover that they could use our pieces to foster their creativity.”
“We are in the midst of a paradigm shift. has affirmed the CEO of Analytical Ingenuity Circle, Macarena Estévez. “Artificial intelligence still needs the presence of humans to work well. People are going to be inventing, creating and we will be controlling the machines, that they do not produce biases and do not make mistakes”. The person will work with the machines “that provide real-time data with analytics and intelligence.”
In the futuretherefore, “the machines have to be at the center of the companies” and the effects will become apparent when that process is completed. “Digital transformation is like a Rubick’s cube, until you have all the pieces fitted together, you don’t perceive the improvement.”
“From the perspective of industry, logistics, the agri-food sector, consumer insights, data intelligence and infrastructures, we have reviewed the challenges posed by data management within organizations, a key issue for reformulating business models in many sectors”, affirmed the CEO of Atlas Tecnológico, Pablo Oliete, at the conclusion of the Collaborate People & Data 2022.
