La digitalización es la gran oportunidad para el PIB español

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CLAVES:  

  • En la actualidad, la economía digital representa el 5,6% del PIB de España y solo está aprovechando el 13,5% de su potencial digital.
  • Si bien la digitalización supone una gran oportunidad para el crecimiento del PIB y la productividad, la transición requerirá una reinvención del modelo productivo y cambios en el mercado laboral.
  • El principal requisito para que se produzca la digitalización es un esfuerzo conjunto entre las instituciones públicas, el sector privado y los ciudadanos.
  • Ya hay empresas que se están esforzando porque suceda como BMC, que ha lanzado BMC Digital Workplace para la digitalización del lugar de trabajo, o Grupo Konecta que ha creado una oficina de innovación.

El informe “La reinvención digital: una oportunidad para España”, elaborado por Digital McKinsey con la colaboración de la Fundación Cotec, señala que la digitalización podría suponer para España un incremento del PIB de entre un 1,8% y un 2,3% hasta 2025.

[section label=”Sólo se está aprovechando el 13,5% del potencial digital” anchor=”Sólo se está aprovechando el 13,5% del potencial digital”]

Sólo se está aprovechando el 13,5% del potencial digital

En la actualidad, la economía digital representa el 5,6% del PIB de España y solo está aprovechando el 13,5% de su potencial digital. El estudio mide el nivel de digitalización en España a partir del índice de Digitalización de McKinsey, una metodología ya utilizada en el ámbito internacional que permite comparar el avance de la transición digital en España con otros países europeos y Estados Unidos.

El documento destaca una serie de impactos de la digitalización en la economía: la optimización de las operaciones y de la cadena de montaje; mejoras en la I+D y el desarrollo de productos; en la gestión de recursos y en la eficiencia de los activos; así como un incremento de la oferta y la productividad del empleo.

El envejecimiento de la población y la desaceleración de la economía tendrán un impacto negativo en el PIB español. Si no se introdujesen medidas en el sistema que incrementasen la productividad, la economía española tendería a contraerse. La digitalización, igual que el desarrollo de nuevos modelos de negocio más eficientes o la mejora del capital humano, tendrá un impacto positivo en la productividad que intentará compensar la tendencia de la economía a contraerse. Este impacto positivo de la digitalización podría ser de entre 150 y 225 mil millones hasta 2025, lo que supone un incremento de entre 1,3 y 1,8% anual del PIB.

Adicionalmente, la creación del mercado digital único podría generar hasta un 0,5% anual al PIB hasta 2022. La iniciativa del mercado digital único pretende eliminar las barreras relacionadas con los bienes y servicios digitales dentro de los países de la Unión Europea. A día de hoy en Europa, solo el 15% de los consumidores ha comprado productos online de otro país europeo y solo el 7% de las pymes venden a otros países europeos. Con la creación del mercado digital único, se pretende estandarizar la regulación del comercio electrónico para promover las transacciones entre países y el estímulo del flujo de datos entre países de la Unión Europea y maximizar el potencial de crecimiento de la economía digital.

También advierte que, si bien la digitalización supone una gran oportunidad para el crecimiento del PIB y la productividad, la transición requerirá una reinvención del modelo productivo y cambios en el mercado laboral: casi la mitad de las actividades son potencialmente automatizables con tecnología ya existente.

[section label=”La automatización dependerá de factores técnicos, económicos y sociales” anchor=”La automatización dependerá de factores técnicos, económicos y sociales”]

La automatización dependerá de factores técnicos, económicos y sociales

De acuerdo con el informe, las actividades automatizables son más comunes en los sectores de hostelería, fabricación y transporte y logística. Por otro lado, los sectores de educación, gestión y servicios profesionales son los que tienen menos potencial de ser automatizados.

Screenshot_60
Fuente: COTEC

El grado de automatización, no obstante, dependerá de factores técnicos, económicos y sociales, según recordó la presidenta de Cotec, Cristina Garmendia: “La automatización del trabajo no significa necesariamente que los empleos desaparezcan, significa que la naturaleza del empleo cambiará y que muchas actividades se verán sustituidas por otras de mayor valor añadido”.

El presidente de McKinsey Iberia, Alejandro Beltrán, añadió al respecto: “Como ya ha hecho históricamente, la digitalización también generará nuevos puestos de trabajo, y las personas continuarán interactuando con las máquinas para conseguir el crecimiento de PIB per cápita al que aspiramos”.

[section label=”Existen grandes diferencias de digitalización en los sectores” anchor=”Existen grandes diferencias de digitalización en los sectores”]

Existen grandes diferencias de digitalización en los sectores

Las empresas españolas presentan unos niveles de digitalización alejados de los líderes digitales en Europa debido esencialmente a una adopción más lenta de las tecnologías. Además, existen diferentes niveles de digitalización entre empresas de distintos sectores.

Screenshot_62
Fuente: COTEC

Entre los principales obstáculos a la transición digital española el informe destaca la baja digitalización de algunos sectores económicos y de las pymes, disponer de un ecosistema de startups aún en desarrollo, además de la escasez relativa de inversión en capital riesgo y la falta de capital humano digital.

Screenshot_61
Fuente: COTEC

De acuerdo con el índice, ciertamente existe una importante dispersión en la digitalización entre sectores. Los sectores más digitalizados incluyen las TIC, los medios de comunicación y el sector financiero. Los sectores menos digitalizados son más intensivos en capital, como la minería o la energía, además de sectores parcialmente públicos como la educación o la sanidad. También encontramos en la parte baja del ranking a sectores muy fragmentados y con una gran proporción de pymes como la construcción y la hostelería.

El informe señala como principal requisito que se produzca un esfuerzo conjunto entre las instituciones públicas, el sector privado y los ciudadanos. Entre otras medidas propone reducir la burocracia, ayudar a las empresas a financiarse, acelerar la formación digital en todas las etapas de la vida laboral, educar al cliente o incorporar modelos de innovación abiertos.

Screenshot_63
Fuente: COTEC

Sin embargo, destaca que tener una estrategia únicamente no es suficiente en una época de cambio acelerado. Debido a la velocidad con la que los negocios digitales ganan escala, es fundamental que las empresas sean rápidas y ágiles en la ejecución de la estrategia y deben estar dispuestas a redefinirla y a relocalizar sus recursos.

Desafortunadamente, las compañías tienden instintivamente a lo contrario para proteger su nicho de mercado actual. Un estudio de McKinsey con más de 1.600 empresas puso de relieve la correlación del 90% de la asignación de capital con respecto a la asignación del año anterior. Sin embargo, fueron las empresas más flexibles en la asignación de recursos aquellas que tuvieron un mayor crecimiento y retorno a los accionistas.

[section label=”BMC Digital Workplace impulsará la transformación digital del trabajo” anchor=”BMC Digital Workplace impulsará la transformación digital del trabajo”]

BMC Digital Workplace impulsará la transformación digital del trabajo

BMC lanza un servicio para la transformación digital del lugar de trabajo: La compañía asegura que con BMC Digital Workplace los empleados se sitúan en el centro de la experiencia en cualquier lugar y dispositivo.

BMC ha presentado BMC Digital Workplace, un servicio basado en la nube que transforma el lugar de trabajo digital otorgando prioridad a los empleados. La nueva herramienta BMC Digital Workplace promete cambiar la cultura corporativa, poniendo a disposición de los empleados las herramientas y servicios que les ayudarán a tener éxito en una época marcada por el cambio y la interrupción.

Asimismo, permite a los equipos de TI, recursos humanos, legal y otros departamentos y equipos de negocios, brindar a los empleados una solución completa con las herramientas y la información que necesitan para llevar a cabo su trabajo con el menor esfuerzo posible.

Un punto clave en ese sentido reside en combinar aplicaciones móviles nativas y servicios de contexto y sensibles a la ubicación, para que los trabajadores puedan encontrar respuestas, solicitar servicios o pedir ayuda con facilidad.

Por último, indicar que BMC Digital Workplace también aporta beneficios económicos para la organización, ya que reduce el volumen de llamadas de asistencia en hasta un 67% con el autoservicio de TI.

El futuro del trabajo se construirá en lugares de trabajo digitales transformadores que involucran y empoderan a los empleados colocándolos en el centro de una empresa cada vez más cognitiva“, dijo Nayaki Nayyar, presidente de Gestión de Servicios Digitales de BMC. “Las empresas que no se preparan para un entorno empresarial en el que la Inteligencia Artificial, el Machine Learning, la robótica y la automatización redefinen su forma de trabajar tendrán dificultades para atraer y retener mano de obra cualificada“.

[section label=”Konecta crea una oficina de innovación para su estrategia tecnológica” anchor=”Konecta crea una oficina de innovación para su estrategia tecnológica”]

Konecta crea una oficina de innovación para su estrategia tecnológica

Grupo Konecta, multinacional de origen andaluz del sector de los contact center y los servicios BPO (Branding Process Outsourcing) acaba de poner en marcha una nueva estrategia centrada en la digitalización y el desarrollo tecnológico a través de la creación de una oficina de innovación.

El objetivo de este nuevo departamento es la puesta en marcha de herramientas para adaptar la oferta a nuevos clientes, una hoja de ruta de I+D+i a la que la compañía que preside José María Pacheco ha destinado una inversión de 4 millones de euros.

Entre las nuevas aplicaciones desarrolladas por la compañía se encuentra Event, cuya finalidad es cubrir todo el ciclo de vida de recobro utilizando distintos canales y que ya gestiona 30 carteras de clientes con un volumen de un millón de expedientes. K-bots, por su parte, permite la automatización de más de 15 millones de procesos automáticos a través de 300 robots, mientras que la aplicación Game-K se centra en el concepto de gamificación para la motivación de los agentes que ya ha logrado incrementos del 50% en los tiempos medios de operación (TMO) y la reducción del 30% de los tiempos improductivos.

Se trata de desarrollar herramientas tecnológicas innovadoras adaptadas a las nuevas tendencias del mercado. Tenemos que ser capaces de conectar con las nuevas generaciones de clientes, satisfacer sus necesidades y cubrir todas sus expectativas“, explica Pacheco al tiempo que relata cómo la firma seguirá desarrollando alternativas de interacción para los clientes más tradicionales que siguen prefiriendo canales off line. En esta nueva estrategia también está prevista la formación de los profesionales para ofrecer a los clientes la mejor solución tecnológica a sus necesidades.

Por otro lado, Konecta trabaja también en la integración de dos de sus soluciones tecnológicas más desarrolladas KCRM y Epiron, muy implantada en los países americanos donde la firma tiene presencia. La primera la utilizan 8.000 agentes de la empresa y gestionó 150 millones de interacciones el pasado año. Epiron registró en 2016 hasta 7 millones de transacciones para 1,2 millones de usuarios.

Grupo Konecta consolidó en 2016 su liderazgo gracias a una facturación récord de 738 millones de euros y un ebitda de 79 millones. Estas cifras significaron un crecimiento del 60% respecto a 2015, cuando la facturación del grupo alcanzó 461 millones.

DOCUMENTO COMPLETO: La reinvención digital: una oportunidad para España.

Screenshot_64

COTEC, DIGITAL MCKINSEY. La reinvención digital: una oportunidad para España. Julio de 2017 [consultado 12-07-2017]. Disponible en: http://cotec.es/media/La-reinvenci%C3%B3n-digital-de-Espa%C3%B1a.pdf

BMC. BMC Empowers the Future of Work with BMC Digital Workplace. 28 de junio de 2017. [consultado 12-07-2017]. Disponible en: http://newsroom.bmc.com/phoenix.zhtml?c=253321&p=irol-newsArticle&ID=2283525

GRUPO KONECTA. Konecta apuesta por una nueva hoja de ruta hacia la Transformación Digital. 7 de julio de 2017. [consultado 12-07-2017]. Disponible en: http://www.grupokonecta.com/konecta-apuesta-por-una-nueva-hoja-de-ruta-hacia-la-transformacion-digital/

SILICON. BMC lanza un servicio para la transformación digital del lugar de trabajo. 6 de julio de 2017 [consultado 12-07-2017]. Disponible en: http://www.silicon.es/bmc-lanza-servicio-la-transformacion-digital-del-lugar-trabajo-2345186?inf_by=587db8622ad0a1287d1cc298

CMC. La transformación digital podría aumentar el PIB entre un 1,8% y un 2,3% hasta 2025. 6 de julio de 2017 [consultado 12-07-2017]. Disponible en: http://www.computerworld.es/tendencias/la-transformacion-digital-podria-aumentar-el-pib-entre-un-18-y-un-23-hasta-2025

EXPANSIÓN. Konecta centra su estrategia en la transformación digital. 6 de julio de 2017 [consultado 12-07-2017]. Disponible en: http://www.expansion.com/andalucia/2017/07/06/595d513c46163f27108b45e4.html

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