20 de noviembre de 2009

Cisco va por los ‘normales’

Esta empresa, que arranca suspiros entre los ingenieros, aspira a enamorar a individuos comunes y corrientes con sus videocámaras.

Por Andrés Piedragil Gálvez

Carlos Aranda

un paso al frente. Jonathan Kaplan le vendió su empresa a Cisco y se fue a trabajar con ellos en su división de consumo.

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En mayo de 2009 Jonathan Kaplan vendió, por 590 millones de dólares, PureDigital Technologies, compañía que fundó y que había logrado notoriedad gracias a sus videocámaras digitales de bolsillo: la línea Flip Video. Estos datos, en un primer vistazo, no sugerían nada especial. No obstante, la transacción fue generosa en detalles difíciles de explicar.
El primero: PureDigital Technologies fue comprada por Cisco, fabricante de equipo y soluciones para infraestructura de red, la clase de herramientas que resultan esenciales para construir y operar una plataforma de comunicación de gran envergadura –como las que usan las compañías de telecomunicaciones y las grandes corporaciones–. Cuando se dio a conocer la operación, este aspecto llamó mucho la atención: ¿Cisco adquirió una empresa que vende videocámaras de bolsillo? ¿Para qué?
Hubo un segundo detalle notorio: Kaplan, tras la venta, no arrancó un nuevo negocio ni decidió comprar una casa en el Caribe. Se fue a trabajar a Cisco, para asumir el cargo de vicepresidente senior y gerente general de la división Consumer Business Group (CCBG, unidad de negocios de consumo); probablemente, la línea de negocio menos conocida del afamado proveedor de infraestructura de red (ver recuadro).
Han pasado seis meses y la historia aún mantiene rasgos sorprendentes: las videocámaras Flip Video se comercializan ahora bajo la marca Cisco y mantienen su foco en el mercado masivo; es decir, la compañía apuesta por la venta de estos dispositivos, ajenos a la oferta típica de la firma –conformada principalmente por sistemas (ruteadores, conmutadores, concentradores, etc.) que sólo provocarían admiración entre profesionales especializados en el campo de la telecomunicación– y que suponen el ingreso a un nicho de competencia totalmente distinto: el de la electrónica de consumo.
México será el primer país de Latinoamérica en donde Cisco venderá sus videocámaras digitales de bolsillo. Para dar el banderazo de salida a sus productos, Jonathan Kaplan, repetidamente calificado como una de las personas más influyentes en el mundo de internet, visitó el país. PODER charló con él.

¿Por qué ingresar al mercado del consumo masivo? Desde el punto de vista estratégico, ¿qué esperan conseguir con los equipos Flip Video?
Cisco ha estado en ese segmento desde hace por lo menos 10 años; desde la adquisición de la empresa Linksys, que desarrolla tecnología para redes en el hogar (home networking). Entre las iniciativas principales de la empresa, el video y la videocomunicación son dos de las más importantes –de ahí el impulso y el interés en soluciones de telepresencia–. La conectividad (networking) es otra de las iniciativas fundamentales de la compañía. Con Linksys, Cisco ya tenía un bastión importante en los ámbitos del consumidor y el networking. Con Flip Video, la organización adquiere una fuerte posición en el lado del consumo y el video.

Cuesta trabajo imaginar una videocámara de marca Cisco. Es como tratar de visualizar un refrigerador con el sello IBM.
El mundo está cambiando. Estamos pasando de la época de los productos impulsados por el ámbito corporativo y que llegan al espacio del consumo masivo, a la era donde el nicho del consumo concibe productos y soluciones que pueden acabar adaptándose al entorno empresarial. El caso de las redes sociales es un ejemplo de esto.

La marca Cisco, que es bien reconocida y posee reputación entre los especialistas tecnológicos, ¿podrá trascender positivamente al ámbito de las tiendas de consumo masivo?
La persona promedio, hoy, no coloca las palabras “Cisco” y “videocámara” en el mismo pensamiento. Pero estoy seguro que, en un año y si hacemos bien nuestra labor, la situación será diferente. En su momento, cuando empezamos a comercializar Set-Top Boxes [cajas que decodifican y graban para y desde televisores], mucha gente nos dijo: “¿Por qué hacen esos equipos, si ustedes son una compañía que hace ruteadores, conmutadores?”. Al final, demostramos la validez de la apuesta, y hoy Cisco posee una posición de liderazgo en el segmento de las Set-Top Boxes. Haremos que ocurra lo mismo con el segmento de consumo. Y para lograrlo, tenemos que cumplir con una meta esencial: crear productos que deleiten al consumidor.

En el nicho de la tecnología de consumo masivo la competencia es intensa. Y el mercadeo de dichas mercancías, incluso en México, explota el aspecto de “lo que es cool”. No importa tanto el equipo en sí –ni sus atributos técnicos–, sino su imagen, su percepción, su grado de coolness. ¿Cisco podrá adaptar ese código, tan ajeno a su tradición e historia?
¡Cisco es una empresa cool! No puedo creer que no lo veas así (risas). La marca es cool, los equipos tradicionales de la firma –ruteadores, hubs, switchs–, para algunas personas, quizá no lo sean tanto. Además, la empresa tiene un prestigio que no se puede pasar por alto, aunque no sea tan públicamente conocido. Si le preguntas a los clientes, no asocian a Cisco con “viejo”, “aburrido”. No estamos en el lado opuesto de lo cool, somos una empresa que se mueve en la vanguardia de la tecnología. Por ejemplo, los equipos de telepresencia de la compañía, en mi opinión, son supercool, como sacados de la película Odisea del espacio: tú estás cocinado en casa, y tu mamá, gracias a nuestra tecnología, puede observar cómo cocinas y darte instrucciones mientras está comprando algún ingrediente en el supermercado. ¡No me digas que eso no es cool! (Risas). Esa solución no la hemos llevado al mercado masivo, pero lo haremos con el tiempo. Ése es mi trabajo: desarrollar nuevos productos que emocionen al mercado masivo y confirmen que somos un sello cool. Flip es un primer paso en ese sentido.

¿Qué sigue tras la videocámara?, ¿una incursión en nichos como reproductores MP3, celulares, consolas de videojuegos? ¿Están abiertos a cualquier oportunidad en el mercado del consumo masivo?
Cisco es una empresa grande, y como tal, debe pensar en todos los lugares donde puede encontrar crecimiento. Hoy, el video y el networking son estratégicos e importantes para el crecimiento de la organización; pero en dos o 10 años, las cosas pueden cambiar. Lo importante es que nos enfoquemos en la meta de deleitar a los consumidores. Porque en este segmento de mercado, no sólo se trata de vender tecnología, ya que los consumidores en realidad quieren experiencias. Y nosotros, con Flip Video, brindamos una gran experiencia en video y networking.

Para México, ¿cuáles son las expectativas de venta, el nicho principal que se atacará?
El mercado de la juventud. En todo el mundo, este grupo es el gran motor del éxito de las tecnologías. La juventud mexicana es una meta importantísima. Si los jóvenes se enamoran del producto, no sólo la comprarán sino que la recomendarán apasionadamente a familia y amigos. En el contexto global, más de 50% de las compras de electrónica de consumo, están influidas por el sector joven de la población. En cuanto a ventas, me gustaría que en México equivalgan a 25% de las obtenidas en Estados Unidos. Eso sería un buen arranque.

Al consumidor final
Según los resultados del año fiscal 2009 (concluido el pasado 25 de julio), del total de las ganancias, el segmento de consumo representó 5%; aún lejos de las fortalezas tecnológicas de la empresa: el sector empresarial significó 40%, los proveedores de servicio (empresas de telecomunicaciones) 30% y el sector comercial 25%. En este año fiscal, Cisco logró ventas por 36,117 millones de dólares, lo que representó una caída de 9% en términos anuales. La división Cisco Consumer Business Group (CCBG) está integrada por cuatro líneas de negocio:
TV Set-Top Boxes: Equipos para grabar contenido televisivo, el cual puede disfrutarse como si se tratara de una película en DVD. La oferta de Cisco ya incluye sistemas especiales para transmisiones en alta definición (HD).
Módems y gateways: Sistemas de conexión a internet para casa y red de casa; el portafolio de la firma integra soluciones especiales para alta velocidad y voz sobre IP.
Linksys (Home Networking): Equipos para crear una red en casa, lo que abarca desde servidores de contenido, extensores de rango, sistemas de audio inalámbrico, ruteadores, etcétera. Como ha ocurrido a lo largo de la historia de Cisco, la empresa entró a este segmento del mercado tecnológico vía una adquisición: 500 millones de dólares, desembolsados en 2005, por la entonces firma independiente Linksys.
Flip Camcorders: videocámaras digitales.

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