Telecentres in Brasil: Gaps, Trends and Sustainability


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ATN emerged as a response to the shift in telecentre policy of the Brazilian government. Strongly based on partnerships to generate value-added services, ATN is a strong provider of e-learning for a number of markets in Brazil.

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Telecentres in Brasil: Gaps, Trends and Sustainability

  1. 1. 1Welcome toTIS TalksWe believe that today’s ICT4D(information and communitytechnology for development)environment presents us with trendsand opportunities with great potentialto generate game changinginnovations to telecentres and theirgrowing number of users.Join us and learn how!
  2. 2. 2Presentación y ModeraciónJimena BetancourtTELECENTE SUSTAINABILITY WEBINAR COORDINATORJimena Betancourt is an international consultantwith more than 10 years of experience in socialinnovation, strategy and management forsustainable development enterprises and socialbusinesses in ICT4D. She has been involved withthe telecentre movement since 2009. Jimena hasan Master’s in Business Administration fromSimmons College and a degree in Finance andInternational Relations from UniversidadExternado de Colombia.
  3. 3. 3Valter CegalDirector of OperationsATNValter Cegal is an Electronic Engineering graduate fromEscola de Engineering Maua in Sao Paulo. Aside from his roleas Operations Director of ATN, he is also a Business Advisorof NESsT Organization in Brazil and a member of the PartnerAdvisory Group of TechSoup Global.Valter was formerly a Senior Executive of variousmultinational companies in Brazil, namelyFord, Philips Electronics, Arrow Electronics, Flextronics andAMD - Advanced Micro Devices.
  4. 4. 4Telecenters in Brazil:gaps, trends andsustainabilityValter CegalJuly 30th, 2012
  5. 5. 5Scenario in Brazil... Government currently focusing on digital inclusion centers in public schools(178,000 in Brazil), no longer in gov’t sponsored telecenters. Ongoingprograms with telecenters will be kept, but will no longer incentivated. Two important issues: connectivity is available only for 50% of allmunicipalities in Brazil, and the use of schools out of the daily classes period. Challenge: how to offer broadband access to all the 5550 municipalities inBrazil? PRO-UNI is in course in order to provide access to allschools/municipalities. Youth has been the driver of the telecenters and cybercafes movement inBRazil, mainly of the pheriferal area of major cities. Penetration in rural andisolated areas is still too small. Public telecenters is a phenonenon only in thesurrondings of large cities The role of telecenters as incubator centers is a challenge. How to use themto foster new and innovative businesses and opportunities? How to incentivatethat idea?
  6. 6. 6Scenario in Brazil... Challenge: How to engage the private sector on thetelecenter movement, establishing sustainable businesses intelecenters? Social telecenters: community seizes knowledge of ITbenefits (community empowerment) Telecenters in Brazil: many isolated initiatives, no sharing ofexperiences and expertises. Survey of WEF/Itafe in 2005 in Brazil: why to accessInternet? Employment, health and culture
  7. 7. 7Telecenters eco-system/key driversInfrastructureHuman resourcesManagementGovernmentregulations
  8. 8. 8Telecenter Key issues: what matters?Capacity buildingConectivity
  9. 9. 9Trend: Telecenters convergenceTelecenteri-Cafe orLan House•What should change?•How to get there?Mix of both• Strong social bias• Close to acommunity• Not a multipurposelocation• Requiremanagement skills• Volunteers• Strong commercialbias• Updated intechnology• Management skills• Skilled people
  10. 10. 10Telecenter2007Telecenter2012How to fill the gaps?• No services portfolio• No management skills• No Financial Resources• Services portfolio• Management skills• Sustainability$ATN engagement with commercial partnersto offer products to the telecenter channel...
  11. 11. 11Sustainability and the ATN historyATN was a spin-off of the MDIC-Ministry of DevelopmentIndustry and Commerce in Brazil that was create in 2006 inorder to develop strategies that could bring sustainablity forthe network of Telecenters created by MDIC.MDIC created the network donating computers that wereobtained from government companies.The challenge was to create a business model that would beable to bring sustainability to ATN itself plus to the ATNnetwork.Question: how to do that?Idea: use the telecenter network as a channel...(for multiple purposes...)
  12. 12. ATNTelecentersTransactions:a. products and servicesb. Sales promotionEnd userBusiness partnersRelationship :a. Direct contactsb. Identification of needs (surveys)c. Introduction of new partnersPartnership:a. Business model definitionsb. Selection of suitable productsATN Business modelTransactions:a. Direct saleb. Payment processing(*)Telecenter managers have a contract with ATN that allows them to get commissions...
  13. 13. 13Users:• Daily: 28.700• Monthly: 861.000• Annual: 10.335.000Source: CDT/UNBATN Telecenters network...
  14. 14. 14Telecenters: best use of IT tools...Major activities inTelecenters:Internet accessDigital literacyTraining on IT toolsImprovement inlanguagesPost graduate (EAD)Entrepreneurial trainingDevelopment ofcommunity actions
  15. 15. 15ATN Network...2.070TelecentersDigital Inclusion Centers
  16. 16. 16Profile of Telecenter users52%Small entrepreneurs
  17. 17. 17Profile of Telecenter users70%Seaching for capacity buildingtrainings
  18. 18. 18Profile of Telecenter managers ofATN networkHigh SchoolHigh School not completedElementaryElementary not completedGraduationGraduation not completed
  19. 19. 19Challenges of ATN at the begining...•Find the right partners in the Corporate sector•Develop the necessary skills to play in the Educational sector•Entrepreneurial behaviour•Use the network of its management team to approach thepotencial partners• Clearly understand the telecenters movement inBrazil, trends and gaps, and position ATN in a way that it canbe sustainable in that environment
  20. 20. 20The role of an entrepreneuralmanagement…•The importance of personal network to help the business•Open the doors at the public sector for partnerships with ATN•Personal relationship of ATN management with the CorporateSector•Competence of the ATN management to run the organizationin a profitable way•Identification of opportunities by developing a detailedstrategic plan for mid/long term.
  21. 21. 21Analysis of products that could beoffered via Telecenters... Most of the telecenters do not have a Tax ID, and therefore can notsell products. Physical products could not be sold on telecenters Telecenter’s managers have no skill to sell physical products Telecenter have no places to keep a stock of products Education is the main focus of telecenter users Conclusion: to use telecenters as commissioned sales agents forproducts that do not need a warehouse and the transactionwill not require an invoice. Courses/training fits very well onthe strategy. Distant Learning was the best approach.
  22. 22. 22 Growth of 45,000 % in the number of students in the period2000-2011. 2000: 13 high school courses. 2011: 1.800 courses 2007: 800,000 students. 2011: 3 millionSource: MECDistant Learning in Brazil –analysis of the market size
  23. 23. 23What courses/tranings TC users need? Surveys have shown the what TC managers and end userswants. Focus of end user is courses to improves its knowledge andget either a job, or a better one. Focus of TC managers mainly on improving sales skills andmanage small buiness operation...
  24. 24. 24
  25. 25. 25ATN website: paid trainings
  26. 26. 26ATN website: free and paid courses
  27. 27. 27ATN website: free trainings
  28. 28. 28Other successful initiatives of ATNPartnership with TechSoup Global: Program of Donation of software licences in Brazil: Partners NGOs: 1500+ Licenses donated: 33,000+ Market value of donations: US$13 million Capacity building training in partnership with Microsoft: Participants: 200,000+ Course: IT basic (30 hours) IBM Collaborative Networks Program: Use of Smart Cloud by NGOs Lotus Connections Training: Best practises on management tools Ticket Restaurante: Training of restaurant employees on best practises for handling food. Restaurants in Brazil: 700,000
  29. 29. 29Past and Future2006-2011 2011-2014Planning for mid and long term actionsBecome a content providerNo use of management tools Intensive use of management toolsLack of contacts with Public sector Partnership with Public sectorImmediacy actionsPartnership with content providersPassive marketing Proactive marketing
  30. 30. 301.Developed a business model for sustainability.2. Established partnerships with content providers.3. Redesigned website.4. Updated the base of telecentres and users.5. Enlarge based TechSoup program for NGOs.6. Developed Project Management skills.7. Developed skills for public announcements.8. Uses social networking tools and Digital Media.9. Launched surveys to understand Telecenter and end userneeds.What ATN did so far?
  31. 31. 31ATN partners
  32. 32. 32Lessons that were learned by ATN…•Planning is key!•Diversify the areas in which it will play•Tight control of expenses•Use the best of the personal networking of the managementteam•“Sell” the organization in a proper way
  33. 33. 33The strategy so far…The pillars of sustainability:– Focus on the direction to go...– Planning the actions to get there...– Understand the weakness and strenghts of theorganization...– Understand the internal process..– Take advantage of the personal network...– Skilled people on programme management
  34. 34. 34What are ATNs recommendations for othernetworks aiming to sustainability?•Understanding of the sector it wants to play...•Understanding its internal process...•Development of mid and long term strategies•Use IT tools to be efficient•Do a lot of networking...•Establish partnership with other NGO’s•Replicate the best practises of other organizations
  35. 35. 35Challenges and new sustainability frontiers for ATN?• Consolidating the existing partnerships and establish newones in the public sector• Replicating successful initiatives...• Continue to use the network as a channel...
  36. 36. 36Thank you!Valter CegalEmail:
  37. 37. 37Next Steps:1.Complete TIS Talks evaluation form at: is a requisite to receive yourcertificate of attendance2. Join us on August 6th to learn aboutBIID Network from Bangladesh• English : 11:00am GMT.• 1:00pm Cairo.• 1:00pm Madrid.• 2:00pm Nairobi.• 7:00pm Manila.