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20 trends you need to know when drafting
and executing your long term growth strategy
THE 2016 WATCH LIST
September 2015
Assume the world will be fully connected by 2020
Source: United Nations, 2015; emarketer, December 2015; Internet World Stats, 2015 (as of December 2014); Experience Think, 2015; Ericsson Mobility Report, June 2015.
1
2010 2015F 2020E
Global Population
6.9Bn
26%
42%
7.3Bn
60%
7.7Bn
Internet penetration
Smartphone penetration
10%
20%
3.1Bn
4.6Bn
1.9Bn
5.0Bn
0.7Bn
1.4Bn
Connected World
66%
Soon most devices, products -even clothes- will be connected2
Source: Business Insider, 2014. Cisco IBSG.
2005 2010 2015E 2020E
Personal
Computers
Smartphones
Tablets
Internet
of Things
Wearables
Smart TVs
0.5Bn
2Bn
12Bn
50Bn
Global connected device numbers grew 24X in just 10 years
Connected World
Consumer Business Security
Education Healthcare Government
All industries are playing the “digital catch-up” game to stay competitive
Source: KPCB, 2015.
3
Estimated global digital penetration, by industry
Connected World
GENERATION ZGENERATION ZMILLENNIALSMILLENNIALS
16 - 34 years old16 - 34 years oldweb firstweb first 0 - 15 years oldmobile firstmobile first
Young adults will redefine how we produce and sell our products and services
Source: Sparks & Honey, “Meet Generation Z:Forget Everything You Learned About Mille”nnials, 2014; Rob Norman’s, “Turning 13 in 2014”, BTIG, 2014, IAB México Teens, 2015.
Multimedia devices
Content focus
Socially integrated
TV prime-time chasm
2012 - 2014 hours per week change
On demand vs. linear
paid vs. free
2
share / mostly text
78%
-6hrs
create / mostly image/video
-5hrs
89%
5
50/50 90 on demand
mostly freePPV / DVR / ROD
( )
from
23 ( )
from
20
Millennials and Gen Z
4
People, values,
incentives and
global sourcing
5
Enhanced business
intelligence
Source: PSFK Labs, “The Future of Work,”, 2013.
“Great spaces”
Future of Work
Open
Knowledge
Constant learning
On-Demand
Staffing
Optimized skillsets
Optimal
Interaction
Digital + physical
employees-vendors-clients
The work enviroment must constantly adapt to an ever-shifting marketplace
6 Technology investments and partnerships will drive productivity and growth
Worldwide enterprise software spending (Bn of USD)
2010 2017E
$55.2
$108.7
21.3
34.4
13.9
36.5
10.5
6.8
18.7
13.6
2.6 5.6
Source: Gartner, December, 2014.
Enterprise Resource Planning
CRM
Business Intelligence
Supply Chain Management
Web Conferencing
IT Spending
+$54Bn Bn
Bn
CAGR +10%
7 Actionable business intelligence will be a mandatory competitive edge
Source: IBM Software Day, 2014.
Enterprises that apply
advanced analytics have...
33%more revenue growth
12xmore profit growth
&
Business Intelligence
Have a
consistent
view of the
business
Determine
where
to make
investments
Get
real-time
analysis
Identify
waste and
contain
costs
Improve
the decision-
making
process
Access
and share
information
easily
Business
Intelligence
Source: Forrester, eMarketer January, December; 2014; AMIPCI, 2015.
$2,541
$491
$75
$12
1998 2006 2014 2018E
Top 10 eCommerce
companies by revenue
eCommerce will enable accelerated growth and set new service standards
Share of e-commerce as part of total retail sales (Bn of USD)
0.1%
8.9%
8.5%
3.0%
2.9%
0.05%0.2%
0.3%
MEXICO
LATAM
GLOBAL
USA
eCommerce
8
9
Source: Deloitle 2015. Bain & Company 2014.
Competition will lead us to embrace loyalty programs and new service standards
increase in profitabilityChurn
reduction
Loyalty-CRM
5
%
%
25-125
Retailers with loyalty programs are
88%
x
more
profitable
One new customer
=
cost of retaining a
current customer7
Recurrent revenue models generate exponential value based on lasting relationships10
Source: Gartner. BI, “Suscription Revenue Report ,” 2015 John Warrilow, “The automatic consumer,” 2015.
Higher multiples:
Enterprise Value / EBITDA (Aug 15)
of all media and digital businesses
embracing subscription services
incremental revenue of reported
global 2000 companies
40%
35%
Subscription Models
4in 5 CEOs believe customers are switching to
new consumption models like sharing or subscribing
128 44 4.28
Advertising grows 6%/yr through 2020; digital and mobile capture the lion's share11
Share of global marketing spend, 2004-2020 (% of total)
Source: Zenith Optimedia, 2014.
30%
12% 13%
0%
4%
6%
20%
11%
38% 37%
9%
6%
0.5%0.5%
6% 7%
@
2004
2017E
TV Radio Film OOHMagazinesNewspaper Digital Mobile
31%31%31%
Marketing Re-Mix
37%
41%
11% 11%
4%
18%
8%
24%
24%23%
TV Radio Print Internet Mobile
Mobile marketing represents the biggest opportunity in terms of time
Source: IAB, emarketer, 2014; KPCB, 2015.
ADSPEND
TIMESPENT
OPPORTUNITY
$25BN
The mobile catch-up
opportunity
Time spent vs. ad spend (% of US 2015 total)
Marketing Re-Mix
11
11 Marketing experts will dramatically change their marketing mix
Email marketing
LESS MORE
Mobile marketing
Social media
Search (SEO/PPC)
Online display advertising
Tradeshows and events
Direct mail
Public relations
Print advertising
Radio/TV advertising
61%
49%
40%
38%
37%
18%
17%
17%
12%
8%
4%
5%
1%
6%
8%
17%
22%
33%
18%
6%
Source: Sensorpro, Strong View Survey 2014.
% spend% spend
Investment increase/decrease based on "affirmative answers" (according to a survey of 377 global CMOs)
Marketing Re-Mix
11 In Mexico alone, the “marketing re-mix” already happened
Source: CICOM, April 2015.
Marketing/advertising investment plus share change, 2005 vs. 2013 (Bn of USD)
Open TV
$2.9
-31%
Radio
$ 0.5
-15%
Newspaper
$ 0.4
-36%
Pay TV
$ 0.4
+20%
Outdoors
$ 0.4 -48%
Internet
$ 0.6
Magazines
$ 0.2
-58%
Movies
$ 0.1 -51%
Direct
Marketing
$ 2.1
Research
$ 0.4
PR
$ 0.4
GraphicDesign$0.1
Promotions and BTL
$ 3.8
+729%
+46% +85%-37%
+40%
Marketing Re-Mix
33HRS
5HRS
22Min
29HRS
Hours spent watching video per week
Digital video is starting to compete head-to-head with live and linear TV
2010 2012 2014 2016 2018 2020 2022
Source: The Diffusion Group, 2014.
Digital Video
Live TV
Online Video
12
Mobile screens already capture one-third of all viewers13
Hours spent watching video, per day (adults 18+, USA)
2010 2015
7.2hrs
9.5hrs
0.4 6%
2.4 2.4
4.4
33%
61%
29%
26%
Source: eMarketer, April, 2015.
Mobile spikes from
6 to 29%
of screen share
Mobile spikes fromMobile spikes fromMobile spikes from
6 to 29%
of screen shareof screen shareof screen share
TV & Desktop
share drops 24%
total hours viewed remains flat!
Mobile
Desktop/laptop
TV
2.9
4.3
45%
Online Video
14
Source: PwC, 2015.
Shared economy sector
Traditional rental sectorPeer-to-peer lending
and crowdfunding
Peer-to-peer
accommodations
Online
staffing
Car-sharing
Music and video
streaming
Equipment
rental
B&Bs/hostels
Lending libraries
Car rental
DVD rental
Global shared economy growth (Bn of USD)
Limited supply
Unlimited idle capacity
The sharing economy is impacting most service industries
$255
$670
50%
$335
50%
$335
94%
$240
6% $15
2014 2025E
The Sharing Economy
15
Source: PWC, 2014; US Dep of Labor, 2015.
Future of Education
Education/learning systems and protocols are changing dramatically
77%of teachers use
technology to motivate
students in the classroom
43%of teachers using
gaming as a
learning resource
23%of total consumer/educational
book publishing revenues
derived from e-books
65%of today´s grade school kids
will end up at jobs that
haven’t been invented yet
1 in 3students take
an online
college course
Yesterday 2015-2018 2018-2025
Education/learning largely
fixed—centered on pre-programmed
computer or classroom
Peer-to-peer environment;
mobile media target kids in
general
Learning system adapted to
each child (vs. child adapting
to school)
16
Source: Singularity 2015.
Artificial Intelligence
Machine learning is displacing numerous human tasks at accelerated speeds
1026
1020
1015
1010
105
0.0001
204520202015200019801960194019201900
1
Surpasses brainpower
of single human
Surpasses brainpower
of Insect
Surpasses brainpower
of mouse
Calculationspersecondper$1000
Surpasses brainpower
equivalent to that of all
human brains combined
Exponential
growth of
computing
The accelerating pace of change
Agricultural
Revolution
8000
years
120
years
90
years
22
years
Industrial
Revolution
Light
Bulb
Moon
Landing
World
Wide Web
Human genome
sequenced
9
years
Data
-
Information
-
Wisdom
17 3D printing will disrupt a $10Tn manufacturing and design industry
Source: Peter Diamandis and Steven Kotler, "Bold: How to Go Big, Create Wealth and Impact the World," 2015.
On-demand parts in space
AEROSPACE
Co-design and co-creation with customers
RETAIL
AUTOMOTIVE
Sophisticated components/crowdsourced design
HEALTHCARE
Implants, prostheses, organs
COMMERCIAL AVIATION
Low-volume replacement parts
Disrupted
industries
3D Printing
material
reduction costs
energy use
reduction
Organic and
inorganic materials
Crowdsourced
design
Easy
prototyping
90%
50%
Gaming
18 The gaming industry will revolutionize how people interact, learn, love...
Source: Newzoo, 2014 Global Games Market Report & Service.
online population
1.8Bn 60%
gamers
2000$8Bn
$103Bn
3x Box Office
$32Bn
Gaming Industry
Revenue by
screen
24%
TV/Console
22%
Mobile
40%
PC
14%
Tablet
2017
Source: Rock Health funding database, 2015.
ANALYTICS AND BIG DATA DIGITAL MEDICAL DEVICES
Software/hardware designed
to treat a specific disease
or condition.
HEALTHCARE CONSUMER ENGAGEMENT
Consumer tools for the
purchasing of healthcare
services or health insurance
(B2B and B2C).
PAYER ADMINISTRATION
Management and
administration tools
for payers.
POPULATION HEALTH MANAGEMENT
Comprehensive platforms
for managing the health of
populations under the shift
to risk-based payment models.
TELEMEDICINE
Delivery of healthcare
services through non-physical
means (e.g. telephone, digital
imaging, videoconferencing).
Future of Health
The healthcare industry seeks to extend/improve quality-of-life
$381M $280M $238M
$223M $195M $172M
Data aggregation and
analysis to support a wide
range of healthcare use
cases.
19
New products
and services
Donations to
social causes
Quality
improvements
Social Value
BusinessValue
Source: Michael E. Porter and Mark R. Kramer, 2014.
Corporate shared-value models are effective and profitable20
Shared Value
Social-impact business modeling
Business
as usual
Charity
Shared-value
enterprises
Shared-value
initiatives
2016
TRENDS TO
WATCH
MEDIA
& MKT
RE-MIX
DATA &
ANALYTICS
EXPLOSION
GAMING
3D
PRINTING
SUBSCRIPTION
BUSINESS MODELS
GLOBAL
CONNECTIVITY
THE FUTURE
OF HEALTH
NEW
CONSUMPTION
SHIFTS
MILLENNIALS
GEN Z
THE SHARE
ECONOMY
THE NEW
WAY TO SHOP:
E-COMMERCE
INTERNET &
SMARTPHONE
PENETRATION
DIGITAL VIDEO
TRUMPS
TRADITIONAL TV
MOBILE
FIRST
CORPORATE
SHARED
VALUE
DIGITAL
GROWTH VS.
TRADITIONAL
MEDIA
THE FUTURE
OF WORK
ARTIFICIAL
INTELLIGENCE
/ MACHINE
LEARNING
IT
SPENDING
GROWTH
BUSINESS
INTELLINGENCE
FOR COMPETITIVE
ADVANTAGE
LOYALTY
@THE CORE
INTERNET
ABOUT
info@sws.ms sws.ms
SWS is a hands-on consulting firm specialized in disruptive and
results-oriented strategy. Our client list includes global players and local
industry leaders in search for solid future positions that embrace the
powerful benefits the connected world can offer.
Focused on both the US Latino and Mexican markets, our strengths comprise
proven expertise in the telecom, media, marketing and digital space.

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The 2016 Watch List

  • 1. 20 trends you need to know when drafting and executing your long term growth strategy THE 2016 WATCH LIST September 2015
  • 2. Assume the world will be fully connected by 2020 Source: United Nations, 2015; emarketer, December 2015; Internet World Stats, 2015 (as of December 2014); Experience Think, 2015; Ericsson Mobility Report, June 2015. 1 2010 2015F 2020E Global Population 6.9Bn 26% 42% 7.3Bn 60% 7.7Bn Internet penetration Smartphone penetration 10% 20% 3.1Bn 4.6Bn 1.9Bn 5.0Bn 0.7Bn 1.4Bn Connected World 66%
  • 3. Soon most devices, products -even clothes- will be connected2 Source: Business Insider, 2014. Cisco IBSG. 2005 2010 2015E 2020E Personal Computers Smartphones Tablets Internet of Things Wearables Smart TVs 0.5Bn 2Bn 12Bn 50Bn Global connected device numbers grew 24X in just 10 years Connected World
  • 4. Consumer Business Security Education Healthcare Government All industries are playing the “digital catch-up” game to stay competitive Source: KPCB, 2015. 3 Estimated global digital penetration, by industry Connected World
  • 5. GENERATION ZGENERATION ZMILLENNIALSMILLENNIALS 16 - 34 years old16 - 34 years oldweb firstweb first 0 - 15 years oldmobile firstmobile first Young adults will redefine how we produce and sell our products and services Source: Sparks & Honey, “Meet Generation Z:Forget Everything You Learned About Mille”nnials, 2014; Rob Norman’s, “Turning 13 in 2014”, BTIG, 2014, IAB México Teens, 2015. Multimedia devices Content focus Socially integrated TV prime-time chasm 2012 - 2014 hours per week change On demand vs. linear paid vs. free 2 share / mostly text 78% -6hrs create / mostly image/video -5hrs 89% 5 50/50 90 on demand mostly freePPV / DVR / ROD ( ) from 23 ( ) from 20 Millennials and Gen Z 4
  • 6. People, values, incentives and global sourcing 5 Enhanced business intelligence Source: PSFK Labs, “The Future of Work,”, 2013. “Great spaces” Future of Work Open Knowledge Constant learning On-Demand Staffing Optimized skillsets Optimal Interaction Digital + physical employees-vendors-clients The work enviroment must constantly adapt to an ever-shifting marketplace
  • 7. 6 Technology investments and partnerships will drive productivity and growth Worldwide enterprise software spending (Bn of USD) 2010 2017E $55.2 $108.7 21.3 34.4 13.9 36.5 10.5 6.8 18.7 13.6 2.6 5.6 Source: Gartner, December, 2014. Enterprise Resource Planning CRM Business Intelligence Supply Chain Management Web Conferencing IT Spending +$54Bn Bn Bn CAGR +10%
  • 8. 7 Actionable business intelligence will be a mandatory competitive edge Source: IBM Software Day, 2014. Enterprises that apply advanced analytics have... 33%more revenue growth 12xmore profit growth & Business Intelligence Have a consistent view of the business Determine where to make investments Get real-time analysis Identify waste and contain costs Improve the decision- making process Access and share information easily Business Intelligence
  • 9. Source: Forrester, eMarketer January, December; 2014; AMIPCI, 2015. $2,541 $491 $75 $12 1998 2006 2014 2018E Top 10 eCommerce companies by revenue eCommerce will enable accelerated growth and set new service standards Share of e-commerce as part of total retail sales (Bn of USD) 0.1% 8.9% 8.5% 3.0% 2.9% 0.05%0.2% 0.3% MEXICO LATAM GLOBAL USA eCommerce 8
  • 10. 9 Source: Deloitle 2015. Bain & Company 2014. Competition will lead us to embrace loyalty programs and new service standards increase in profitabilityChurn reduction Loyalty-CRM 5 % % 25-125 Retailers with loyalty programs are 88% x more profitable One new customer = cost of retaining a current customer7
  • 11. Recurrent revenue models generate exponential value based on lasting relationships10 Source: Gartner. BI, “Suscription Revenue Report ,” 2015 John Warrilow, “The automatic consumer,” 2015. Higher multiples: Enterprise Value / EBITDA (Aug 15) of all media and digital businesses embracing subscription services incremental revenue of reported global 2000 companies 40% 35% Subscription Models 4in 5 CEOs believe customers are switching to new consumption models like sharing or subscribing 128 44 4.28
  • 12. Advertising grows 6%/yr through 2020; digital and mobile capture the lion's share11 Share of global marketing spend, 2004-2020 (% of total) Source: Zenith Optimedia, 2014. 30% 12% 13% 0% 4% 6% 20% 11% 38% 37% 9% 6% 0.5%0.5% 6% 7% @ 2004 2017E TV Radio Film OOHMagazinesNewspaper Digital Mobile 31%31%31% Marketing Re-Mix
  • 13. 37% 41% 11% 11% 4% 18% 8% 24% 24%23% TV Radio Print Internet Mobile Mobile marketing represents the biggest opportunity in terms of time Source: IAB, emarketer, 2014; KPCB, 2015. ADSPEND TIMESPENT OPPORTUNITY $25BN The mobile catch-up opportunity Time spent vs. ad spend (% of US 2015 total) Marketing Re-Mix 11
  • 14. 11 Marketing experts will dramatically change their marketing mix Email marketing LESS MORE Mobile marketing Social media Search (SEO/PPC) Online display advertising Tradeshows and events Direct mail Public relations Print advertising Radio/TV advertising 61% 49% 40% 38% 37% 18% 17% 17% 12% 8% 4% 5% 1% 6% 8% 17% 22% 33% 18% 6% Source: Sensorpro, Strong View Survey 2014. % spend% spend Investment increase/decrease based on "affirmative answers" (according to a survey of 377 global CMOs) Marketing Re-Mix
  • 15. 11 In Mexico alone, the “marketing re-mix” already happened Source: CICOM, April 2015. Marketing/advertising investment plus share change, 2005 vs. 2013 (Bn of USD) Open TV $2.9 -31% Radio $ 0.5 -15% Newspaper $ 0.4 -36% Pay TV $ 0.4 +20% Outdoors $ 0.4 -48% Internet $ 0.6 Magazines $ 0.2 -58% Movies $ 0.1 -51% Direct Marketing $ 2.1 Research $ 0.4 PR $ 0.4 GraphicDesign$0.1 Promotions and BTL $ 3.8 +729% +46% +85%-37% +40% Marketing Re-Mix
  • 16. 33HRS 5HRS 22Min 29HRS Hours spent watching video per week Digital video is starting to compete head-to-head with live and linear TV 2010 2012 2014 2016 2018 2020 2022 Source: The Diffusion Group, 2014. Digital Video Live TV Online Video 12
  • 17. Mobile screens already capture one-third of all viewers13 Hours spent watching video, per day (adults 18+, USA) 2010 2015 7.2hrs 9.5hrs 0.4 6% 2.4 2.4 4.4 33% 61% 29% 26% Source: eMarketer, April, 2015. Mobile spikes from 6 to 29% of screen share Mobile spikes fromMobile spikes fromMobile spikes from 6 to 29% of screen shareof screen shareof screen share TV & Desktop share drops 24% total hours viewed remains flat! Mobile Desktop/laptop TV 2.9 4.3 45% Online Video
  • 18. 14 Source: PwC, 2015. Shared economy sector Traditional rental sectorPeer-to-peer lending and crowdfunding Peer-to-peer accommodations Online staffing Car-sharing Music and video streaming Equipment rental B&Bs/hostels Lending libraries Car rental DVD rental Global shared economy growth (Bn of USD) Limited supply Unlimited idle capacity The sharing economy is impacting most service industries $255 $670 50% $335 50% $335 94% $240 6% $15 2014 2025E The Sharing Economy
  • 19. 15 Source: PWC, 2014; US Dep of Labor, 2015. Future of Education Education/learning systems and protocols are changing dramatically 77%of teachers use technology to motivate students in the classroom 43%of teachers using gaming as a learning resource 23%of total consumer/educational book publishing revenues derived from e-books 65%of today´s grade school kids will end up at jobs that haven’t been invented yet 1 in 3students take an online college course Yesterday 2015-2018 2018-2025 Education/learning largely fixed—centered on pre-programmed computer or classroom Peer-to-peer environment; mobile media target kids in general Learning system adapted to each child (vs. child adapting to school)
  • 20. 16 Source: Singularity 2015. Artificial Intelligence Machine learning is displacing numerous human tasks at accelerated speeds 1026 1020 1015 1010 105 0.0001 204520202015200019801960194019201900 1 Surpasses brainpower of single human Surpasses brainpower of Insect Surpasses brainpower of mouse Calculationspersecondper$1000 Surpasses brainpower equivalent to that of all human brains combined Exponential growth of computing The accelerating pace of change Agricultural Revolution 8000 years 120 years 90 years 22 years Industrial Revolution Light Bulb Moon Landing World Wide Web Human genome sequenced 9 years Data - Information - Wisdom
  • 21. 17 3D printing will disrupt a $10Tn manufacturing and design industry Source: Peter Diamandis and Steven Kotler, "Bold: How to Go Big, Create Wealth and Impact the World," 2015. On-demand parts in space AEROSPACE Co-design and co-creation with customers RETAIL AUTOMOTIVE Sophisticated components/crowdsourced design HEALTHCARE Implants, prostheses, organs COMMERCIAL AVIATION Low-volume replacement parts Disrupted industries 3D Printing material reduction costs energy use reduction Organic and inorganic materials Crowdsourced design Easy prototyping 90% 50%
  • 22. Gaming 18 The gaming industry will revolutionize how people interact, learn, love... Source: Newzoo, 2014 Global Games Market Report & Service. online population 1.8Bn 60% gamers 2000$8Bn $103Bn 3x Box Office $32Bn Gaming Industry Revenue by screen 24% TV/Console 22% Mobile 40% PC 14% Tablet 2017
  • 23. Source: Rock Health funding database, 2015. ANALYTICS AND BIG DATA DIGITAL MEDICAL DEVICES Software/hardware designed to treat a specific disease or condition. HEALTHCARE CONSUMER ENGAGEMENT Consumer tools for the purchasing of healthcare services or health insurance (B2B and B2C). PAYER ADMINISTRATION Management and administration tools for payers. POPULATION HEALTH MANAGEMENT Comprehensive platforms for managing the health of populations under the shift to risk-based payment models. TELEMEDICINE Delivery of healthcare services through non-physical means (e.g. telephone, digital imaging, videoconferencing). Future of Health The healthcare industry seeks to extend/improve quality-of-life $381M $280M $238M $223M $195M $172M Data aggregation and analysis to support a wide range of healthcare use cases. 19
  • 24. New products and services Donations to social causes Quality improvements Social Value BusinessValue Source: Michael E. Porter and Mark R. Kramer, 2014. Corporate shared-value models are effective and profitable20 Shared Value Social-impact business modeling Business as usual Charity Shared-value enterprises Shared-value initiatives
  • 25. 2016 TRENDS TO WATCH MEDIA & MKT RE-MIX DATA & ANALYTICS EXPLOSION GAMING 3D PRINTING SUBSCRIPTION BUSINESS MODELS GLOBAL CONNECTIVITY THE FUTURE OF HEALTH NEW CONSUMPTION SHIFTS MILLENNIALS GEN Z THE SHARE ECONOMY THE NEW WAY TO SHOP: E-COMMERCE INTERNET & SMARTPHONE PENETRATION DIGITAL VIDEO TRUMPS TRADITIONAL TV MOBILE FIRST CORPORATE SHARED VALUE DIGITAL GROWTH VS. TRADITIONAL MEDIA THE FUTURE OF WORK ARTIFICIAL INTELLIGENCE / MACHINE LEARNING IT SPENDING GROWTH BUSINESS INTELLINGENCE FOR COMPETITIVE ADVANTAGE LOYALTY @THE CORE INTERNET
  • 26. ABOUT info@sws.ms sws.ms SWS is a hands-on consulting firm specialized in disruptive and results-oriented strategy. Our client list includes global players and local industry leaders in search for solid future positions that embrace the powerful benefits the connected world can offer. Focused on both the US Latino and Mexican markets, our strengths comprise proven expertise in the telecom, media, marketing and digital space.