1. Banca 2.0: Modelo de
Servicios a Empresas/Clientes
Joaquín Ochoa
Presidente
Sun Microsystems Ibérica
Sun Proprietary Page 1
Santander 2007 Page 1

2. Una visión consistente desde 1982
The Network is the Computer
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Sun Proprietary Page 2
We are proud of the fact that we had a consistent vision since
1982.
That made sense 24 years ago and still makes sense today.
24 years ago it meant that two computers could interact with each
other and interoperate or network without knowing OS, through
NFS. Now we take that for granted.
Todays it means the 'net and devices and global participation. So
much richer and deeper. We believe we'll see it for another 24
years.

3. Evolución de la red
Women going online What people go online for
% of households using the internet
Web use by age
Average monthly online hours per user
Source: OFCOM 3
Sun Proprietary Page 3
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4. La era de los Nativos
(...y algunos inmigrantes)
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The Maslow pyramid is associated with the hierarchy of need theory that Maslow originated circa 1943. According to this theory the most
basic need is related to physiological survival - air to breate, water to drink, food to eat and sex to procreate.
Next in order of precedence comes a set of needs for such things as safety and security.
Once an individual has taken care of his or her basic physiological needs and feels safe and secure some degree of need for love and
belonging may well rise to the forefront of their concerns.
Need for the respect of our fellow's, and for self-respect, are seen as being next in order of precedence.
Maslow referred to the four levels of need already mentioned as deficit needs, or D-needs. If you don’t have enough of something -- i.e.
you have a deficit -- you feel the need. Maslow saw all these needs as essentially survival needs. Even love and esteem are needed for
the maintenance of health.
The last level of the pyramid is a bit different. Maslow used a variety of terms to refer to this level:- growth motivation (in contrast to deficit
motivation), being needs (or B-needs, in contrast to D-needs), and self-actualization.
People might particularly try to realise their being needs once they have enough of food, security, belonging and respect but!!! enough of
self-actualization is harder to attain. In point of fact self-actualization is seen as being somewhat addictive, once experienced it is
something that people tend to want more and more of! Moreover people can only really pay attention to self-actualization needs once their
more basic needs are satisfactorally met!
Abraham Maslow considered that very few people actually live, move, and have their being, within the realms of such self-actualization -
mainly because people are generally involved in meeting the other needs already outlined.
Several things are associable with quot;self-actualizationquot; - being independently confident in meeting life's challenges - in choosing between
that which is more and that which is less worthwhile - and in feeling that one's time has been used creatively and inventively.
The Abraham Maslow hierarchy of need theory was later adapted to include a greater complexity in the area of self-actualisation. Under
this adaption human needs included a thirst for knowledge and a need for aesthetical order and beauty prior to self-actualization and a
quot;Transcendencequot; need beyond self-actualization where people would feel a need to help others to find fulfillment.

5. Los Servicios
Web 2.0
Un estilo de vida
Sun Proprietary Page 5
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Diferentes definiciones y perspectivas...
Para O'Reilly, sino el padre de Web 2.0 es el que ha actuado como paraguas para acuñar el
término. Para el es “lo más”
Berners-Lee, padre de HTML y hoy chairman de W3C, organismo guardian de los estándares
oficiales de la web, como web 2.0 no es un estándar de w3c no existe.
Para Google es su negocio.
Me quedaría con la de “UN ESTILO DE VIDA”, pues la web y los servicios ya disponibles bajo el
paraguas Web 2.0, nos ofrece todo un conjunto de herramientas que nos permite vivir mejor en
sociedad...
Ahí puede estar la razón del éxito y propagación de este movimiento... Si nos fijamos en el
modelo del comportamiento social de Maslow (1943) que define una hierarquía para las
necesidades del ser humano, nos damos cuenta de que:
> vivimos en una economía de abundancia, o sea para algunos millones las necesidades mas
básicas están en gran medida satisfechas
> por consiguiente, en la hierarquía de las necesidades, cosas como el sentimiento de
pertenencia (comunidades), auto-estima o respecto de los demás (bloging, ratings) o la auto-
actualización (desarrollo personal por la información disponible) pasan a ser prioritarias...
Nos queda la duda, solamente, cuanto al orden de precedencia: la era industrial, así como la era
de la participación han sido causa o consecuencia de la hierarquía de las necesidades....

6. ¿En el mundo Financiero?
Sun Proprietary Page 6
Santander 2007 Page 6
The Maslow pyramid is associated with the hierarchy of need theory that Maslow originated circa 1943. According to this theory the most
basic need is related to physiological survival - air to breate, water to drink, food to eat and sex to procreate.
Next in order of precedence comes a set of needs for such things as safety and security.
Once an individual has taken care of his or her basic physiological needs and feels safe and secure some degree of need for love and
belonging may well rise to the forefront of their concerns.
Need for the respect of our fellow's, and for self-respect, are seen as being next in order of precedence.
Maslow referred to the four levels of need already mentioned as deficit needs, or D-needs. If you don’t have enough of something -- i.e.
you have a deficit -- you feel the need. Maslow saw all these needs as essentially survival needs. Even love and esteem are needed for
the maintenance of health.
The last level of the pyramid is a bit different. Maslow used a variety of terms to refer to this level:- growth motivation (in contrast to deficit
motivation), being needs (or B-needs, in contrast to D-needs), and self-actualization.
People might particularly try to realise their being needs once they have enough of food, security, belonging and respect but!!! enough of
self-actualization is harder to attain. In point of fact self-actualization is seen as being somewhat addictive, once experienced it is
something that people tend to want more and more of! Moreover people can only really pay attention to self-actualization needs once their
more basic needs are satisfactorally met!
Abraham Maslow considered that very few people actually live, move, and have their being, within the realms of such self-actualization -
mainly because people are generally involved in meeting the other needs already outlined.
Several things are associable with quot;self-actualizationquot; - being independently confident in meeting life's challenges - in choosing between
that which is more and that which is less worthwhile - and in feeling that one's time has been used creatively and inventively.
The Abraham Maslow hierarchy of need theory was later adapted to include a greater complexity in the area of self-actualisation. Under
this adaption human needs included a thirst for knowledge and a need for aesthetical order and beauty prior to self-actualization and a
quot;Transcendencequot; need beyond self-actualization where people would feel a need to help others to find fulfillment.

7. Banca de Inversión 2.0
Sun Proprietary Page 7
Santander 2007 Page 7
The Maslow pyramid is associated with the hierarchy of need theory that Maslow originated circa 1943. According to this theory the most
basic need is related to physiological survival - air to breate, water to drink, food to eat and sex to procreate.
Next in order of precedence comes a set of needs for such things as safety and security.
Once an individual has taken care of his or her basic physiological needs and feels safe and secure some degree of need for love and
belonging may well rise to the forefront of their concerns.
Need for the respect of our fellow's, and for self-respect, are seen as being next in order of precedence.
Maslow referred to the four levels of need already mentioned as deficit needs, or D-needs. If you don’t have enough of something -- i.e.
you have a deficit -- you feel the need. Maslow saw all these needs as essentially survival needs. Even love and esteem are needed for
the maintenance of health.
The last level of the pyramid is a bit different. Maslow used a variety of terms to refer to this level:- growth motivation (in contrast to deficit
motivation), being needs (or B-needs, in contrast to D-needs), and self-actualization.
People might particularly try to realise their being needs once they have enough of food, security, belonging and respect but!!! enough of
self-actualization is harder to attain. In point of fact self-actualization is seen as being somewhat addictive, once experienced it is
something that people tend to want more and more of! Moreover people can only really pay attention to self-actualization needs once their
more basic needs are satisfactorally met!
Abraham Maslow considered that very few people actually live, move, and have their being, within the realms of such self-actualization -
mainly because people are generally involved in meeting the other needs already outlined.
Several things are associable with quot;self-actualizationquot; - being independently confident in meeting life's challenges - in choosing between
that which is more and that which is less worthwhile - and in feeling that one's time has been used creatively and inventively.
The Abraham Maslow hierarchy of need theory was later adapted to include a greater complexity in the area of self-actualisation. Under
this adaption human needs included a thirst for knowledge and a need for aesthetical order and beauty prior to self-actualization and a
quot;Transcendencequot; need beyond self-actualization where people would feel a need to help others to find fulfillment.

8. Banca Minorista: Finanzas Personales
Sun Proprietary Page 8
Santander 2007 Page 8
The Maslow pyramid is associated with the hierarchy of need theory that Maslow originated circa 1943. According to this theory the most
basic need is related to physiological survival - air to breate, water to drink, food to eat and sex to procreate.
Next in order of precedence comes a set of needs for such things as safety and security.
Once an individual has taken care of his or her basic physiological needs and feels safe and secure some degree of need for love and
belonging may well rise to the forefront of their concerns.
Need for the respect of our fellow's, and for self-respect, are seen as being next in order of precedence.
Maslow referred to the four levels of need already mentioned as deficit needs, or D-needs. If you don’t have enough of something -- i.e.
you have a deficit -- you feel the need. Maslow saw all these needs as essentially survival needs. Even love and esteem are needed for
the maintenance of health.
The last level of the pyramid is a bit different. Maslow used a variety of terms to refer to this level:- growth motivation (in contrast to deficit
motivation), being needs (or B-needs, in contrast to D-needs), and self-actualization.
People might particularly try to realise their being needs once they have enough of food, security, belonging and respect but!!! enough of
self-actualization is harder to attain. In point of fact self-actualization is seen as being somewhat addictive, once experienced it is
something that people tend to want more and more of! Moreover people can only really pay attention to self-actualization needs once their
more basic needs are satisfactorally met!
Abraham Maslow considered that very few people actually live, move, and have their being, within the realms of such self-actualization -
mainly because people are generally involved in meeting the other needs already outlined.
Several things are associable with quot;self-actualizationquot; - being independently confident in meeting life's challenges - in choosing between
that which is more and that which is less worthwhile - and in feeling that one's time has been used creatively and inventively.
The Abraham Maslow hierarchy of need theory was later adapted to include a greater complexity in the area of self-actualisation. Under
this adaption human needs included a thirst for knowledge and a need for aesthetical order and beauty prior to self-actualization and a
quot;Transcendencequot; need beyond self-actualization where people would feel a need to help others to find fulfillment.

9. Banca Minorista: Préstamos
Sun Proprietary Page 9
Santander 2007 Page 9
The Maslow pyramid is associated with the hierarchy of need theory that Maslow originated circa 1943. According to this theory the most
basic need is related to physiological survival - air to breate, water to drink, food to eat and sex to procreate.
Next in order of precedence comes a set of needs for such things as safety and security.
Once an individual has taken care of his or her basic physiological needs and feels safe and secure some degree of need for love and
belonging may well rise to the forefront of their concerns.
Need for the respect of our fellow's, and for self-respect, are seen as being next in order of precedence.
Maslow referred to the four levels of need already mentioned as deficit needs, or D-needs. If you don’t have enough of something -- i.e.
you have a deficit -- you feel the need. Maslow saw all these needs as essentially survival needs. Even love and esteem are needed for
the maintenance of health.
The last level of the pyramid is a bit different. Maslow used a variety of terms to refer to this level:- growth motivation (in contrast to deficit
motivation), being needs (or B-needs, in contrast to D-needs), and self-actualization.
People might particularly try to realise their being needs once they have enough of food, security, belonging and respect but!!! enough of
self-actualization is harder to attain. In point of fact self-actualization is seen as being somewhat addictive, once experienced it is
something that people tend to want more and more of! Moreover people can only really pay attention to self-actualization needs once their
more basic needs are satisfactorally met!
Abraham Maslow considered that very few people actually live, move, and have their being, within the realms of such self-actualization -
mainly because people are generally involved in meeting the other needs already outlined.
Several things are associable with quot;self-actualizationquot; - being independently confident in meeting life's challenges - in choosing between
that which is more and that which is less worthwhile - and in feeling that one's time has been used creatively and inventively.
The Abraham Maslow hierarchy of need theory was later adapted to include a greater complexity in the area of self-actualisation. Under
this adaption human needs included a thirst for knowledge and a need for aesthetical order and beauty prior to self-actualization and a
quot;Transcendencequot; need beyond self-actualization where people would feel a need to help others to find fulfillment.

10. Banca Minorista: Pagos
Cifras significativas
Fuerte desarrollo en segmentos no bancarizados y de remesas (i-transfert)
Sun Proprietary Page 10
Santander 2007 Page 10
The Maslow pyramid is associated with the hierarchy of need theory that Maslow originated circa 1943. According to this theory the most
basic need is related to physiological survival - air to breate, water to drink, food to eat and sex to procreate.
Next in order of precedence comes a set of needs for such things as safety and security.
Once an individual has taken care of his or her basic physiological needs and feels safe and secure some degree of need for love and
belonging may well rise to the forefront of their concerns.
Need for the respect of our fellow's, and for self-respect, are seen as being next in order of precedence.
Maslow referred to the four levels of need already mentioned as deficit needs, or D-needs. If you don’t have enough of something -- i.e.
you have a deficit -- you feel the need. Maslow saw all these needs as essentially survival needs. Even love and esteem are needed for
the maintenance of health.
The last level of the pyramid is a bit different. Maslow used a variety of terms to refer to this level:- growth motivation (in contrast to deficit
motivation), being needs (or B-needs, in contrast to D-needs), and self-actualization.
People might particularly try to realise their being needs once they have enough of food, security, belonging and respect but!!! enough of
self-actualization is harder to attain. In point of fact self-actualization is seen as being somewhat addictive, once experienced it is
something that people tend to want more and more of! Moreover people can only really pay attention to self-actualization needs once their
more basic needs are satisfactorally met!
Abraham Maslow considered that very few people actually live, move, and have their being, within the realms of such self-actualization -
mainly because people are generally involved in meeting the other needs already outlined.
Several things are associable with quot;self-actualizationquot; - being independently confident in meeting life's challenges - in choosing between
that which is more and that which is less worthwhile - and in feeling that one's time has been used creatively and inventively.
The Abraham Maslow hierarchy of need theory was later adapted to include a greater complexity in the area of self-actualisation. Under
this adaption human needs included a thirst for knowledge and a need for aesthetical order and beauty prior to self-actualization and a
quot;Transcendencequot; need beyond self-actualization where people would feel a need to help others to find fulfillment.

11. Sun Proprietary Page 11
Santander 2007 Page 11
The Maslow pyramid is associated with the hierarchy of need theory that Maslow originated circa 1943. According to this theory the most
basic need is related to physiological survival - air to breate, water to drink, food to eat and sex to procreate.
Next in order of precedence comes a set of needs for such things as safety and security.
Once an individual has taken care of his or her basic physiological needs and feels safe and secure some degree of need for love and
belonging may well rise to the forefront of their concerns.
Need for the respect of our fellow's, and for self-respect, are seen as being next in order of precedence.
Maslow referred to the four levels of need already mentioned as deficit needs, or D-needs. If you don’t have enough of something -- i.e.
you have a deficit -- you feel the need. Maslow saw all these needs as essentially survival needs. Even love and esteem are needed for
the maintenance of health.
The last level of the pyramid is a bit different. Maslow used a variety of terms to refer to this level:- growth motivation (in contrast to deficit
motivation), being needs (or B-needs, in contrast to D-needs), and self-actualization.
People might particularly try to realise their being needs once they have enough of food, security, belonging and respect but!!! enough of
self-actualization is harder to attain. In point of fact self-actualization is seen as being somewhat addictive, once experienced it is
something that people tend to want more and more of! Moreover people can only really pay attention to self-actualization needs once their
more basic needs are satisfactorally met!
Abraham Maslow considered that very few people actually live, move, and have their being, within the realms of such self-actualization -
mainly because people are generally involved in meeting the other needs already outlined.
Several things are associable with quot;self-actualizationquot; - being independently confident in meeting life's challenges - in choosing between
that which is more and that which is less worthwhile - and in feeling that one's time has been used creatively and inventively.
The Abraham Maslow hierarchy of need theory was later adapted to include a greater complexity in the area of self-actualisation. Under
this adaption human needs included a thirst for knowledge and a need for aesthetical order and beauty prior to self-actualization and a
quot;Transcendencequot; need beyond self-actualization where people would feel a need to help others to find fulfillment.

12. Proyecto Wonderland
La nueva generación de
entornos colaborativos 3D e
inmersión de Audio
Mundos Virtuales en 3D
>
Orientado a Empresas
>
Totalmente Personalizable
>
Abierto
>
Sun Proprietary Page 12
Santander 2007 Page 12
The Maslow pyramid is associated with the hierarchy of need theory that Maslow originated circa 1943. According to this theory the most
basic need is related to physiological survival - air to breate, water to drink, food to eat and sex to procreate.
Next in order of precedence comes a set of needs for such things as safety and security.
Once an individual has taken care of his or her basic physiological needs and feels safe and secure some degree of need for love and
belonging may well rise to the forefront of their concerns.
Need for the respect of our fellow's, and for self-respect, are seen as being next in order of precedence.
Maslow referred to the four levels of need already mentioned as deficit needs, or D-needs. If you don’t have enough of something -- i.e.
you have a deficit -- you feel the need. Maslow saw all these needs as essentially survival needs. Even love and esteem are needed for
the maintenance of health.
The last level of the pyramid is a bit different. Maslow used a variety of terms to refer to this level:- growth motivation (in contrast to deficit
motivation), being needs (or B-needs, in contrast to D-needs), and self-actualization.
People might particularly try to realise their being needs once they have enough of food, security, belonging and respect but!!! enough of
self-actualization is harder to attain. In point of fact self-actualization is seen as being somewhat addictive, once experienced it is
something that people tend to want more and more of! Moreover people can only really pay attention to self-actualization needs once their
more basic needs are satisfactorally met!
Abraham Maslow considered that very few people actually live, move, and have their being, within the realms of such self-actualization -
mainly because people are generally involved in meeting the other needs already outlined.
Several things are associable with quot;self-actualizationquot; - being independently confident in meeting life's challenges - in choosing between
that which is more and that which is less worthwhile - and in feeling that one's time has been used creatively and inventively.
The Abraham Maslow hierarchy of need theory was later adapted to include a greater complexity in the area of self-actualisation. Under
this adaption human needs included a thirst for knowledge and a need for aesthetical order and beauty prior to self-actualization and a
quot;Transcendencequot; need beyond self-actualization where people would feel a need to help others to find fulfillment.

13. Social Spaces
Virtual Company Presence
Team Spaces
Individual Workspaces
Documentos compartidos en vivo Conf. Mixtas Realidad/Virtual
Sun Proprietary Page 13
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The Maslow pyramid is associated with the hierarchy of need theory that Maslow originated circa 1943. According to this theory the most
basic need is related to physiological survival - air to breate, water to drink, food to eat and sex to procreate.
Next in order of precedence comes a set of needs for such things as safety and security.
Once an individual has taken care of his or her basic physiological needs and feels safe and secure some degree of need for love and
belonging may well rise to the forefront of their concerns.
Need for the respect of our fellow's, and for self-respect, are seen as being next in order of precedence.
Maslow referred to the four levels of need already mentioned as deficit needs, or D-needs. If you don’t have enough of something -- i.e.
you have a deficit -- you feel the need. Maslow saw all these needs as essentially survival needs. Even love and esteem are needed for
the maintenance of health.
The last level of the pyramid is a bit different. Maslow used a variety of terms to refer to this level:- growth motivation (in contrast to deficit
motivation), being needs (or B-needs, in contrast to D-needs), and self-actualization.
People might particularly try to realise their being needs once they have enough of food, security, belonging and respect but!!! enough of
self-actualization is harder to attain. In point of fact self-actualization is seen as being somewhat addictive, once experienced it is
something that people tend to want more and more of! Moreover people can only really pay attention to self-actualization needs once their
more basic needs are satisfactorally met!
Abraham Maslow considered that very few people actually live, move, and have their being, within the realms of such self-actualization -
mainly because people are generally involved in meeting the other needs already outlined.
Several things are associable with quot;self-actualizationquot; - being independently confident in meeting life's challenges - in choosing between
that which is more and that which is less worthwhile - and in feeling that one's time has been used creatively and inventively.
The Abraham Maslow hierarchy of need theory was later adapted to include a greater complexity in the area of self-actualisation. Under
this adaption human needs included a thirst for knowledge and a need for aesthetical order and beauty prior to self-actualization and a
quot;Transcendencequot; need beyond self-actualization where people would feel a need to help others to find fulfillment.

14. Gracias.
Joaquín Ochoa
Presidente
Sun Microsystems Ibérica
Sun Proprietary Page 14
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