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Android: la llave que abre la puerta a tu vida

imagen de celular de primera generación usando Android 1.5 Android 1.5 – Cupcake

El primer teléfono con Android, que se lanzaba hace diez años, era feo y -la verdad- poco competitivo. Tenía un teclado completo y parecía que quería competir mas con las por entonces famosas Blackberry que con el iPhone. El producto tenía dos dueños: por un lado HTC que había desarrollado el hardware y por otro Google como propietario del software. Android se hizo rápidamente popular, al ser gratis y convertirse rápidamente en competitivo en las nuevas cosas que la gente quería hacer con móviles más potentes, y podía hacer gracias a tarifas planas de internet. Y ahí cambió todo. Primero comunicaciones, localización, contexto. Ahora es el momento de servicios más complejos y más cercanos a coordinar nuestra vida digital con el resto de lo que hacemos y convertirlo en una sola cosa. La base de usuarios, con 90% de los móviles en el mundo, es ahora el principal valor para los siguientes pasos.

Al principio Android era la forma de entrar en la nueva plataforma tecnológica, los móviles, desde la que la gente se conectaba a internet -algo clave si se tiene en cuenta que los ingresos de Google en ese momento venían de publicidad en computadores. Hoy se ha convertido en la puerta de entrada para la vida digital de miles de millones de personas, para la conexión de todo tipo de “cosas inteligentes” que empezamos a tener alrededor, y para ayudarnos a tomar mejores decisiones. Las implicaciones son enormes, a nivel no solo de negocio sino también sociales y para el mundo empresarial en general.

En cuanto al negocio, la capacidad de conectar con y al móvil casi cualquier otro artilugio está haciendo evolucionar muy rápido el mundo del hogar conectado o el coche. Construir un lenguaje común con el que se comuniquen las cosas con las personas es un reto enorme, con un premio mayor, ya que por ahí pasará la sangre (los datos) de los nuevos sistemas humano/digitales. En el hogar conectado el altavoz de Google, que llegó tarde ante Amazon Alexa, se ha convertido en claro líder global en unos pocos meses, en un contexto donde ha pasado a estar presente en la casa, conectándonos a todos los servicios digitales – o no- que queramos. Su interacción con el termostato Nest y su plataforma a la que se conectan miles de electrodomésticos nos indica el camino en el hogar “listo”. Su conexión con el ecosistema de aplicaciones de Google, el coche conectado y las demás soluciones de “artilugios conectados” en los que trabajan, les hacen un socio o un competidor muy potentes. Solo en el ámbito de los coches podemos ver acuerdos como la alianza que acaban de firmar para ser la base (la tecnología) con la que gestionar la inteligencia y la conectividad de los próximos Renault, Nissan y Mitsubishi. Cada vez más industrias, cada vez más conectadas.

A nivel empresarial el siguiente paso obvio para Google, Amazon o Apple los convierte en el pasaje a pagar por entrar en la vida del cliente: la nueva cara de la Inteligencia Artificial (las máquinas que aprenden y se relacionan de forma natural con el mundo) es la clave de esta estrategia. El jefe de Google, Sundai Pichar, lo lleva diciendo tiempo: Machine Learning está en el centro de su estrategia de futuro. Si estas máquinas más listas nos ayudan en nuestras decisiones utilizando los datos de nuestro contexto que recaba Android en todos los dispositivos y versiones en las que vive, vamos a un mundo Hiper-Personalizado. Las implicaciones de un mundo hiperpersonalizado son enormes: los que ofrecen productos deben pensar cómo añadir una capa de datos para ofrecer algo similar a un servicio, los que ofrecen servicios deben convertirla en una experiencia única pero sencilla como si fuera un producto, que además esté como mínimo a la par de las que proporcionan los reyes de internet; finalmente, deberemos ser capaces de entender cómo participar en estos negocios conectados: ¿qué valor puedo ofrecer y a quién debo conectarme para ser parte de este ecosistema de servicios nuevos?

Por último, y a nivel social el reto es también enorme, aunque no tan claramente definido: c¿uál es el límite y cuales son las consecuencias cuando entramos en un entorno donde el sistema operativo de nuestros celulares se convierte poco a poco en el sistema operativo de nuestra vida digital?. Y puede parecer exageración, pero a medida que el móvil – o el cacharro que lo sustituya- se convierte en una ayuda a lo que hacemos, y la realidad (donde comer, qué opinar, qué visitar, dónde pasar el rato, qué ver…) está mediada por cacharros varios conectados a ese sistema operativo principal que lo sabe todo de nosotros, el poder acumulado en manos de unos pocos es enorme.

El feliz cumpleaños a Google, y la felicitación a su trabajo, viene también con deberes para nosotros: ¿Tiene usted una estrategia personal y profesional relativa a cómo Android – y sus competidores- están cambiando el mundo?



Columna de
Ricardo Pérez
Profesor digital innovation del IE

 

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