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Simpress encourages circular economy and the volume of sustainable equipment sent to customers increases by 87%

SimpressIT equipment outsourcing company recorded nearly double the number of sustainable (semi-new) equipment issued to clients in the outsourcing system, from 8,900 units in 2023 to 16,700 units in 2024, an increase of 87.6% – including notebooks, printers, data collectors, thermal printers, cell phones, and tablets. The use of semi-new items contributes to the circular economy by extending the lifespan of devices and reducing waste generation. Customers who choose sustainable equipment also have maintenance and repairs included in the service, without having to worry about the hardware.

The shipments and receipts of equipment take place at the SSC (Simpress Service Center) in Santana de Parnaíba, São Paulo. To enable full reuse of the devices and meet the growing demand, Simpress implemented a third shift (between 10 PM and 6 AM) at the PC Laboratory located in the SSC in 2024. The sector is dedicated to reviewing and preparing returned devices, making them ready more quickly for new contracts.

Furthermore, Simpress is the first company in its segment to offer the neutralization of the carbon emitted by the electricity consumption of the equipment used by its clients. The company's goal is to have 100% of the installed base neutralized by 2030. In addition to carbon offsetting and promoting the circular economy, the outsourcing model offered by Simpress takes care of the proper disposal of devices and reduces unnecessary acquisition of new equipment.

Jump in shipment volume

Throughout 2024, Simpress also doubled the number of shipments of refurbished and used equipment to clients across Brazil, after expanding its logistics capacity and optimizing internal processes. The average monthly shipment volume increased from 750 to 1,400 devices.

"The jump in the volume of shipments at the Simpress Service Center is due to several reasons, such as the market warming-up phase of outsourcing, the company's operational efficiency, and the layers of value-added services to the equipment, such as monitoring centers and security controls. The reach of our technical support also contributed to the results," says Georgia Rivellino, Director of Marketing, Products, and Solutions at Simpress. Our strategy is to offer complete and rapid solutions to make our clients' lives as easy as possible. We also align ourselves with the best sustainability practices and are committed to circularity. The best disposal for a device is for it to be reused.

With over 700,000 devices across companies throughout the country, such as Pague Menos, Cobasi, Yamaha, Hermes Pardini, Dasa, and Harald, Simpress recorded a gross revenue of 800 million reais in the first half of 2024, a 12% increase compared to the same period of the previous year. Currently, the company meets outsourcing demands in more than 4,200 of the 5,500 Brazilian municipalities, representing 75% of the cities and 95% of the country's population.

With 60 of the country's 100 largest companies as clients, Simpress's outsourcing solution goes beyond leasing: it offers complete management and delivery of customized, ready-to-use devices, including ongoing support and monitoring to ensure optimal equipment performance. In cases of breakage or theft, replacement is quick, minimizing impacts for the customer. The company stands out for its service throughout Brazil, with an aggressive SLA and comprehensive solutions that integrate multiple services. Furthermore, security is prioritized to ensure efficient management and to protect the device fleet.

IAB Brazil launches guide on ad formats for Connected TV

IAB Brazil releases the first 2025 guide on Connected TV. Developed by IAB US and translated into Portuguese, the report "The landscape of ad formats for CTV: how standardization can drive programmatic growth and innovation" draws from the American experience and recommends how to adapt successful ad formats to the Brazilian reality. The association argues that standardizing these formats can expand market opportunities and the reach of programmatic campaigns.

Other benefits of standardizing Connected TV ads are greater interoperability, scale, measurement, efficiency, and user experience. The guide also highlights the importance of innovation to attract viewers, as technologies such as generative AI, virtual indirect advertising, dynamic QR Codes, and enhanced remote control make campaigns more interactive and immersive.

The material also includes some figures from the Connected TV market. Data from an IAB US survey reveal, for example, that a large portion of ad formats (92%) are sold through direct sales channels, that is, by teams in individual and personal negotiations. However, 75% of the Connected TV catalog is already negotiated programmatically, highlighting the discrepancy between the sellers' offerings and the buyers' needs.

Another relevant figure is that 60% of the advertisers interviewed to help compile the report say they adopt interactive formats and "shoppable ads," such as clickable ads within streaming platforms. The trend shows the convergence between commerce and media on Connected TV. These and other guide data show the importance of balancing standardization and innovation to develop a more resilient and profitable market.

“The document delves into the most popular and effective ad formats in the US, such as non-skippable video ads, ads when the user presses 'pause' and 'shoppable ads'. The idea is to explore how they can be adapted to the Brazilian reality, using the American experience as a map to offer immersive and personalized experiences to consumers, in addition to generating concrete results for advertisers”, says Breno Barcelos, president of the Digital Video committee of IAB Brazil.

The complete guide, in Portuguese, is available free of charge atIAB Brazil website. It offers valuable insights for decision makers at advertising agencies; advertisers; media and platform professionals, advertising and programmatic technology experts; and campaign managers.

Carnaval: motivos para comprar seus acessórios e fantasias online

It's Carnival already, city. January weeks are usually filled with great expectations for the country's most popular festival. It is during this period that revelers from all over begin to plan for the block parties, rummage through their wardrobes, and buy accessories to complete their costumes before hitting the street to the sound of marchinhas and electric trios.

Carnival is the most popular festival in Brazil, taking place in various formats across the country from north to south. Last year, the festive days were responsible for injecting R$ 9 billion into the Brazilian economy, according to the National Confederation of Commerce of Goods, Services and Tourism (CNC).

With the possibility of enjoying the party in many more places than twenty years ago, today's carnival also offers more options for those who don't miss an edition of the event and get excited about all the stages that precede it. One of the main advantages is precisely the ease of purchasing your costume and other carnival accessories without leaving home.

Sites like Temu offer an incredible range of products that will please even the most demanding party-goers. The platform operates on a direct factory sales model, connecting suppliers to end consumers without the use of intermediaries, thus ensuring more affordable products without compromising quality.

Temu was the second most downloaded app on the Play Store – Google's digital store available for Android devices – in Brazil in 2024, according to Bites, a data consulting and analysis company. The platform was surpassed only by Gov.br, the Federal Government's app.

Furthermore, the application reached 5th place in the ranking of the largest e-commerces operating in Brazil, according to the E-commerce Sectors Report in Brazil, having gone from 1 million hits at the beginning of its operation to more than 107 million visits in November 2024.

Check out some of the great advantages of buying party-related items online below:

1. Convenience

Online shopping allows you to buy products from anywhere, avoiding the typical crowds of physical stores during Carnival. This is especially useful when many consumers are busy with holiday preparations. Additionally, when shopping online, you save time since you won't even need to travel to the stores.

2. Variety of products

Online stores offer a wide range of options, from clothing and accessories to cosmetics and food. This diversity makes it easier to compare prices and styles, ensuring you find exactly what you want for your celebration. Temu, for example, still offers the option to filter by the "Best Sellers" category within a segment and choose to follow a trend.

3. Promotions and discounts

During Carnival, many online stores offer special promotions and discount coupons. This can result in significant savings, making shopping more attractive. Sites like Temu sell accessory sets that are much more affordable, especially if you find special discounts during the shopping season.

4. Transaction security

E-commerce has become increasingly secure, with reliable payment systems and exchange and return policies that protect consumers. This increases confidence when making online purchases, especially during festive dates. Temu has partnerships with major credit card providers that ensure compliance with the Payment Card Industry Data Security Standard (PCI DSS) and incorporate advanced protections such as Visa 3D Secure and MasterCard ID Check.

5. Fast delivery

With increasing delivery logistics efficiency, many online stores offer short delivery times, allowing you to receive your products in time for the festivities. This agility is a major attraction for consumers who want to avoid setbacks. Some selected Temu products offer fast delivery within 5 business days, with free shipping.   

Magalu Cloud is certified by HashiCorp to provide Terraform Registry tool capabilities

Magalu Cloud, the cloud company of Magazine Luiza, has just become a partner of HashiCorp, the developer of open-source tools that enable flexibility and dynamism in hosting a multi-cloud environment. The Magalu group company received official recognition as a Terraform provider, HashiCorp's tool that is already used by our clients to automate cloud infrastructure, including provisioning, security, networking, and resource execution. This recognition consolidates Magalu Cloud's prominent position in the national market and expands its presence as an international player, reinforcing its commitment to offering scalable, accessible, and secure solutions for Brazilian companies.

"This partnership shows that we remain committed to the goal of offering cutting-edge tools, with a focus on innovation and our clients' success," says Christian "Kiko" Reis, director of Magalu Cloud. Furthermore, we are now globally recognized for our commitment to best market practices and the delivery of comprehensive solutions.

Focusing on providing competitiveness and security for local businesses, Magalu Cloud works to simplify IT infrastructure management with innovative tools. The partnership with HashiCorp allows companies to manage their workloads efficiently and with low latency on infrastructure located in Brazil.

Listed on the Terraform Registry, the Magalu Cloud Terraform Provider already simplifies the provisioning and continuous automation of cloud infrastructure, allowing companies to coordinate their operations in a practical, efficient, and secure manner. This achievement demonstrates not only Magalu Cloud's credibility in the international market but also its leadership in solutions that prioritize operational excellence. Furthermore, the partnership with HashiCorp reflects the dedication to creating an innovation and support ecosystem that strengthens the Brazilian technology market.

Magalu Cloud among the market leaders 

After one year of public operation, Magalu Cloud has more than 2,500 clients, both individuals and companies, and 400 employees operating from seven countries. By 2025, Magalu Cloud will continue to expand its product portfolio, which already includes the following categories: computing, networking, storage, security, and data.

Magalu Cloud was born to democratize access to cloud technology and boost the country's competitiveness through technology. Over the past few months, the company has invested in maturing its portfolio, conducting progressive validations, and launching its first products. In April 2024, products were launched in the Storage category, such as Object Storage and Security, along with Identity products: Turia IAM, ID Magalu. In the second semester, it began offering Block Storage – a product capable of maximizing the efficiency and security of hosted data – and Virtual Machines – which provide flexibility and on-demand computing power, as well as preview versions of Kubernetes, Container Registry, and MySQL database.  

Four Retail Trends Showcased at NRF 2025

Great events bring us important trends and reflections. This time, NRF 2025, held at the Javits Convention Center in New York, showed that even with all the strength of digital, physical stores remain the heart of local retail, integrated with the most advanced technologies to meet the sector's demands. During the event, the discussions focused on topics such as technology, personalization, social commerce, and the reinvention of physical stores, transforming them into unique and unforgettable experiences for consumers.

Considered the largest and most influential trade show in the industry, NRF, organized by the National Retail Federation, brings together market giants, visionary startups, and technology experts every year to discuss the future of commerce. For César Baleco, CEO of IRRAH Group, a Paraná-based group present at the event and serving 70 countries with digital solutions for fashion and retail, participating in the event was an opportunity to bring innovations that truly make a difference in people's daily lives.

“Unique experiences, community connection and online integration are the keys to transforming retail. Our commitment is to continue innovating to surprise and facilitate the customer journey,” he says.

Among the main trends presented, César points out four highlights that caught attention during the event and how they work in practice:

Customer-centric technology:Artificial intelligence (AI) is transforming retail, enabling scalable personalization and experiences that reduce consumer effort. The secret, according to experts, is to dream big, start small, and act quickly.

In practice, the application of AI in retail involves collecting customer data to create personalized experiences in real time, such as product recommendations and automated interactions through chatbots. It also allows optimizing the purchasing process, making it more efficient and intuitive, and helping in the creation of personalized marketing campaigns.

The key is to start with simple solutions, conduct quick tests, and continuously improve based on the feedback received, ensuring ongoing personalization that better meets the customer's needs and creates a frictionless experience. This means offering the customer a simple, smooth, and obstacle-free process throughout the entire interaction journey with the brand, whether in the physical store, online, or through other channels.

“The idea is to minimize or eliminate any barriers that could cause dissatisfaction, delays or difficulties for the consumer through an intuitive website or application, quick navigation, reducing queues at ATMs, for example, or even implementing efficient chatbots or virtual assistants”, comments César Baleco.

Stores as connection hubs:Transforming physical stores into connection hubs means creating immersive and interactive spaces that go beyond simply purchasing products, offering experiences that establish emotional connections between customers and the brand, strengthening loyalty. Examples like IKEA and LEGO perfectly illustrate this approach, by creating environments full of storytelling and design that delight consumers.

Social commerce on the rise:Social commerce brings the convenience of shopping directly on social networks, using influencers to create an authentic and engaging experience, as well as leveraging features like live shopping to boost sales. It transforms the way consumers discover and purchase products, creating new opportunities for engagement and loyalty.

Sustainability to stay:It means offering products that are durable and ethical, as well as adopting responsible business practices. By aligning with values of environmental preservation and social justice, brands are able to foster loyalty among conscious consumers who seek to make a difference through their purchasing choices.

For the IRRAH director, NRF 2025 made it clear that the retail of the future needs to balance technological innovation with strong human connection, reinforcing the vision of always putting the customer first. "We are attentive to market changes, but above all, we seek solutions that truly positively impact the lives of our consumers," said Baleco. He concludes: "With these trends that were widely discussed and highlighted during the NRF, the Group remains aligned with the changes shaping retail, investing in technology and purpose to continue surprising and delighting its customers."

Cash management: Sesami seeks to grow in the Northeast in partnership with Grupo Preserve Liserve

In a scenario where the use of money continues to be a reality in the Brazilian market, efficient and secure cash management has become a priority for companies across various sectors, especially retail. Thinking about this, Sesami (www.sesami.io), a company that is a reference in effective and innovative solutions for security, productivity and management in the retail, banking and cash segments, has been expanding its operations in the Northeast with its Intelisafe and Speed smart safe models, in partnership, since 2020, with Grupo Preserve Liserve, the largest valuables transport company in the Northeast and one of the main companies in the country.

After successful results in retail, the goal of the strategic partnership is to provide gas stations in the region with an efficient solution for storage and monitoring of values, integrating security with practicality in daily commerce. "In practice, we already serve gas station networks, but these seem to be the clients most likely to use smart safes at the moment," explains Grayson Paulo, Audit Coordinator at Grupo Preserve Liserve, which serves clients in Paraíba, Pernambuco, Ceará, and Bahia.

This movement reflects the growing demand from companies in the Northeast for solutions that meet the needs of the fuel sector. According to the Central Bank, the money in circulation in Brazil increased from R$ 280.7 billion in December 2019 to R$ 370.4 billion in December 2020, a rise of 32.1%.

In December 2021, this amount dropped to R$ 339 billion, but it resumed an upward trend, reaching R$ 350.3 billion in December 2024, levels higher than pre-pandemic, a movement that made the Northeast, alongside the North, one of the regions with the highest cash transaction volumes in the country. "I believe that today around 60% of transactions in the Northeast are still carried out in cash. Because of this, there is still a large market in retail networks, gas stations, and lottery outlets," comments Grayson Paulo.

Cutting-edge technology –Intelisafe is a solution that provides the necessary security for cash management, as well as ensuring greater control and traceability of financial transactions. Among its main benefits are enhanced security (real-time monitoring and alert systems minimize the risks of thefts, frauds, and human errors), operational efficiency (automation of storage and cash management processes helps reduce the time spent on manual cash counting, optimizing operations and freeing employees for other higher-value activities), integration and visibility (a clear and detailed view of cash flow, with accessible reports from anywhere, facilitating quick and accurate decision-making), and cost reduction (automation and process security lead to decreased costs related to losses, frauds, and theft, making the operation more profitable and secure).

“The use of technology in cash management is no longer a trend, it is a necessity, especially in a region with the diversity and volume of transactions in the Northeast. Intelisafe provides security and efficiency to operations, helping to optimize processes and guarantee greater peace of mind for business owners and their customers,” says Marcelo Almeida, Business Development Manager at Sesami.

In the cash management area, Sesami also provides recyclers for the market. There is a possibility that they may also become part of the Preserve Liserve Group's solution portfolio starting in 2025. "There is always the possibility for market updates. We are always willing to offer the best from our partners to our clients," argues Grayson.

YouTube star MrBeast enters race to buy TikTok

The American digital influencer and content creator Jimmy Donaldson, better known as MrBeast, is in negotiations to buy the short video platform TikTok. The information was released by the news portal Epoch Times and confirmed by MediaTalks.

MrBeast, who has over 130 million subscribers on his YouTube channel, is known for his extravagant challenge videos and philanthropic actions. Now, the 24-year-old is willing to expand his digital empire by acquiring TikTok, which has over 1 billion monthly active users.

The negotiations between MrBeast and ByteDance, the Chinese company that owns TikTok, are taking place amid growing concerns about national security and the privacy of user data on the platform in the United States. The U.S. government has been pressuring ByteDance to sell TikTok to an American company or face a possible ban in the country.

Although the financial details of the potential acquisition have not been disclosed, it is speculated that the transaction value could exceed US$50 billion, given TikTok's global reach and popularity. MrBeast, who has already earned millions of dollars with his YouTube channel and business partnerships, is seeking investors to facilitate the purchase.

MrBeast's potential entry into the race to acquire TikTok adds a new chapter to the saga involving the platform. Other tech giants, such as Microsoft and Oracle, have already shown interest in purchasing the app, but negotiations have not progressed due to regulatory and political deadlocks.

If MrBeast's purchase of TikTok materializes, the influencer could become one of the main players in the digital entertainment market, combining his successful content creation strategies with the platform's massive user base. It remains to be seen whether ByteDance and the U.S. government will reach an agreement that enables the transaction.

So far, both ByteDance and MrBeast's team have not officially commented on the ongoing negotiations. The outcome of this story could have a significant impact on TikTok's future and the dynamics of the digital entertainment market as a whole.

The biggest mistakes when launching a product and how to avoid them

Launching a new product is always a challenge, especially in increasingly competitive markets. From conception to reaching the final consumer, strategic errors can compromise months of work and significant investments. Rafael Ribas, a product marketing specialist, explains that common failures in the launch process are often related to a lack of proper planning and disconnection from the real needs of the target audience. "The market is saturated with promising ideas that fail due to basic oversights. Correcting these mistakes is essential to ensure a successful launch," he states.

One of the most common mistakes, according to Ribas, is to underestimate the importance of market research and user testing. Many products reach the public without a concrete analysis of demand or consumer behavior. "Companies bet on ideas that seem brilliant internally but have no perceived value by customers," he explains. To avoid this, he recommends detailed studies on the value proposition and prototyping with real feedback from potential users.

Another critical point is the inadequate definition of the persona, the ideal consumer profile. Rafael emphasizes that not understanding the interests, needs, and habits of the audience can lead to disconnected marketing and communication strategies. "A poorly made stance is like talking to the wrong person at the wrong time," he warns. The solution is to build a detailed profile of the ideal customer and adjust the product and campaigns to these characteristics.

Ribas also mentions the negative impact of neglecting metrics and performance monitoring during and after the launch. Without clear indicators, such as conversion rates and customer acquisition cost (CAC), business decisions are based on assumptions. "Monitoring data in real time is crucial to quickly correct the course if something goes off plan," he/she/they emphasizes. Furthermore, a contingency plan helps to deal with unforeseen events, such as sales above or below expectations.

Another common mistake is the excessive fear of failure, which often prevents launching at the ideal moment. Rafael explains that, in agile markets, timing is everything. "If you take too long, the competition may launch something similar before you. Making mistakes is part of the process, but learning is what defines future success," he notes.

For Ribas, the secret to a successful launch lies in the balance between strategic planning, flexibility, and adaptation. With an increasingly dynamic market, he concludes: "It's more than launching a product; it's about delivering value to the customer and being prepared to evolve alongside them."

Content creators gain first free AI focused on Latin America’s creator economy

In December 2024, theNice Houselaunched theNothing, your own virtual assistant focused on content creators, developed through artificial intelligence tools. Nic operates 100% via WhatsApp, assistingcreatorsto find job opportunities without having to resort to using other platforms ordownloadof applications for this, becoming a pioneering initiative increator economyLatin American.

Nic's development aims to move away from viewing the content creator as a mere channel for transmitting brands and value him as theplayerfundamental that it represents in the influence market. The virtual assistant is available for the entire community ofcreators, at no access cost. Through Nic, these professionals can receive paid advertising opportunities and, once with thejobaccepted, she herself helps them deliver the work from start to finish”, says Mari Galindo, CEO of Nice House.

In addition to providing opportunities, Nic offers a range of creative and operational support resources, such as script development through AI, trend monitoring that can be requested by users, benefit programs focused on creators' needs—such as advance payments—and other features.

Another fundamental reflection on Nic was understanding how we could optimize the creator's daily life through a free and functional tool for professionals from all economic backgrounds. Once 95% of content creators in Latin America aremobile first, we seek to bring our assistant to thesmartphonesand, so that it doesn't take up significant memory space or generate large data package costs – thinking about lower performance models and plans – we brought it to WhatsApp, without the need to download new onesappsor access platforms via browser”, explains the CEO.

Impact oncreator economyfrom Latin America

Developed 100% by the Nice House technology team, the virtual assistant is integrated into the workflow management platform used by the Nice team. The main difference is that its language does not follow a robotic flow; unlike chatbots from other companies, Nic does not offer predefined options but instead adapts to the language of the user.

With the launch of Nic, Nice House aims to reduce friction in accessing opportunities and thus quickly grow its base of creators. The goal is to involve the community in research of interest and continuously improve the platform, accelerating the development of new products and services based on the real needs of content creators.

Nic had an initial investment of over R$ 100,000, and Nice House plans continuous investments to ensure that the platform becomes increasingly efficient. Furthermore, according to the 2024 "Creators and Business" report, more than 56% of influencers in Brazil have between 1,000 and 50,000 followers, an audience that will increasingly demand solutions like Nic.

“The goal is to transform content creators into customers and no longer into products of the creator economy. We want them to have more autonomy and control over their opportunities, as well as a platform that understands their needs,” concludes Mari Galindo.

Cryptocurrency on the agenda: Trump's inauguration raises prices and raises alarm among investors

Cryptocurrency investors have been watching the market movements since Donald Trump took office for the second time as President of the United States. Considered the first candidate to accept donations in digital assets, including Bitcoin, and signaling that he plans to create a federal reserve of cryptocurrencies, he and First Lady Melania Trump each created a respective digital currency, which appreciated significantly after the inauguration. Subject matter experts recommend caution.

"The euphoria of Trump's inauguration, his nationalist speech, and the shift in economic policy in the United States may have contributed to boosting the overall value of the crypto asset and the 'memecoins' created by him and the First Lady," evaluates Luis Fernando Cabral, an accountant specializing in accounting for investors at Contador do Trader. According to him, it's not that buying cryptocurrencies is not recommended, but it is necessary to analyze the market to know whether it's the right time to buy or sell certain coins.

Trump has already said in interviews and speeches that he wants to make the United States a kind of cryptocurrency hub. Including, creating your 'memecoin' $Trump, which reached a 680% appreciation and, two days later, dropped to 450%, as well as the First Lady's cryptocurrency, which exceeded 25% appreciation but slowed down a few days after the inauguration. "This movement is natural, which is why I always recommend caution, analysis, and the help of a specialist who can guide the buying and selling. After all, it's also necessary to consider the subsequent tax consequences," warns the accountant.

According to Luis Fernando, investors should be aware of the obligation to declare cryptocurrencies, as many people are required to do so but do not file the declaration. The tax only applies to earnings greater than R$ 35,000 per month on domestic exchanges. From then on, a 15% fee is charged on earnings up to R$ 5 million, 17.5% between R$ 5 million and R$ 10 million, 20% between R$ 10 million and R$ 30 million, and 22.5% on earnings exceeding R$ 30 million monthly. When the sale of the asset occurs on foreign exchanges, the taxation is fixed at 15%, but without any type of exemption. Therefore, it is necessary to assess whether it is worth jumping on the bandwagon of a crypto asset, to determine if it is temporary or not, and to analyze the consequences.

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