Ukuguqulwa kwedijithali kuyimise kabusha ngokujulile imikhuba yabathengi e-Brazil. Ngokukhula kwedijithali, abathengi base-Brazil baya ngokuya baxhumeka, bafuna ukuzizwisa kokuthenga okudidiyelwe nokwenza okomuntu siqu.
Ngokusho kwe- Brazilian Digital Transformation Index (ITDBr) , ethuthukiswe yi-PwC yaseBrazil ngokubambisana ne-Dom Cabral Foundation, izinkampani ezingu-41% zisabona ukuguqulwa kwedijithali njengento ebalulekile ekutshalweni kwezimali kwazo, ezibonisa ukuzimisela ukuhlola ubuchwepheshe obusha ngisho nangezikhathi zezinkinga zezimali. Lolu cwaningo luphinde luveze ukuthi ama-45.1% ezinkampani ezahlolwa zathatha isimo sokuqaphela mayelana nezinhlelo zedijithali, zikhawulele ekutshalweni kwezimali okuncane.
"Ukufakwa kwedijithali akusahlukanisi, kodwa kuyisidingo ezinkampanini ezifuna ukuhlala zincintisana. Abathengi balindele okuhlangenwe nakho okuketshezi nokuhlanganisiwe kuwo wonke amashaneli, futhi labo abangatshali imali emisha basengozini yokulahlekelwa ukubaluleka. Ukujwayela uguquko lwedijithali akusho nje ukusebenzisa ubuchwepheshe obusha, kodwa ukucabanga kabusha kwamamodeli ebhizinisi ukuze kuhlangatshezwane nezidingo zemakethe entsha," kugqamisa i-fundaão professional ye-Fundaç, i-Thola i-MBA Vargas (FGV), nombhali wencwadi ethi “Cognitive Organizations: Leveraging the Power of Generative AI and Intelligent Agents ,” uKenneth Corrêa.
Yini eshintshile emikhubeni yokuthenga?
Okwake kwaba uhambo lokuthenga ezitolo kuphela futhi kuncike esikhathini nohambo, manje sekuyisipiliyoni esisheshayo nesiguqukayo, ngenxa yedijithali.
Esikhathini esidlule, ukucwaninga nokuqhathanisa amanani kwakudla isikhathi, kudinga ukubonisana okuqondile nabathengisi kanye namakhathalogi. Manje, abathengi bangacwaninga, baqhathanise, futhi bathenge imikhiqizo noma yikuphi, nganoma yisiphi isikhathi, besebenzisa amadivaysi eselula.
Ukwenza kube ngokwakho kube ngumahluko omkhulu, ngokunikezwayo okuklanyelwe iphrofayela yomthengi ngokusekelwe kudatha yokuphequlula kanye nokuthenga kwangaphambilini. Ngokwedatha - Outgrow, u-90% wabathengi bancamela imikhiqizo enikeza ukuzizwisa komuntu siqu futhi banamathuba angu-40% okubuka izinto ezinconyiwe ngokusekelwe kulwazi olwabiwe nomkhiqizo.
Ngaphezu kwalokho, izindlela zokukhokha ezifana ne-PIX kanye nokukhokha ngaphandle kokuthinta zenza ukuthenga kusheshe futhi kungabi nangxabano, kuguqule ubudlelwano nezinkokhelo zekhadi lesikweletu.
Ngokocwaningo oluthi " I-Brazilian kanye Nobudlelwano Babo Nemali" , eshicilelwe yi-Central Bank, i-Pix isivele iyindlela yokukhokha esetshenziswa kakhulu ngabantu baseBrazil. Le nsizakalo yamukelwe abantu abangama-76.4%, kulandele amakhadi edebithi (69.1%) kanye nokheshi (68.9%).
Ukwethembeka kwekhasimende nakho kushintshile. Esikhathini esedlule, izinhlelo zamaphuzu endabuko kwakuyisu eliyinhloko. Namuhla, izinkampani zitshala imali kusevisi yomuntu siqu, ukusekelwa okuphumelelayo ngemva kokuthengisa, ukubuyiselwa kwemali, nokuxhumana okufinyelelekayo, okuzuzela ukwethembeka kwamakhasimende ngempumelelo kakhudlwana.
Kusukela ekukhuleni kwe-e-commerce kuya ekwandiseni izinkokhelo zedijithali, izinkundla zokuxhumana, kanye nomnotho wokwabelana, ukuxhumana kumise kabusha ubudlelwano phakathi kwabathengi nemikhiqizo. Ngezansi, ochwepheshe bagqamisa amathrendi amakhulu ayisikhombisa aqhutshwa yi-inthanethi abe nomthelela omkhulu emakethe.
Iqiniso elithakazelisayo #1: ukuvela kwe-e-commerce
I-E-commerce yaguqula ukuthengisa, futhi imakethe yokuqala enkulu yaseBrazil yethulwa ngo-1999. Ngokusho "kombiko we-Global Payments," imakethe yezitolo eziku-inthanethi kulindeleke ukuthi ikhule ngaphezu kuka-55.3% ekupheleni kuka-2025, ikhiqize cishe ama-US$8 amatrillion.
Ngaphezu kwalokho, ucwaningo olwenziwa yi-Octadesk ngokubambisana ne-Opinion Box luveze ukuthi u-62% wabathengi bathenga ku-inthanethi okubili nokuhlanu ngenyanga, futhi u-85% bathenga ku-inthanethi okungenani kanye ngaleso sikhathi. Uma kubhekwa lesi simo, ukuthengisa okubonakalayo kuye kwadingeka ukuthi kuzisungule kabusha, kuhlanganiswe iBrazil njengenye yezimakethe ezihamba phambili ze-e-commerce emhlabeni.
“Ukukhula kwe-e-commerce akwenzekanga ngenhlanhla. Ukuba lula, ukuhlukahluka komkhiqizo, kanye nokwenza idijithali kwezindlela zokukhokha kwenze ukuthenga ku-inthanethi kwaba yisinqumo esingokwemvelo kubathengi. Ngaphezu kwalokho, izici ezifana nokuduma kwezimakethe, ukufaneleka kokuhlela, nokuqiniswa kohwebo lweselula kuqhuba lokhu kukhula. Namuhla, ngokuchofoza okumbalwa nje, kungenzeka ukuqhathanisa amanani ekuthengeni okuthengwayo, ukubuyekezwa okuphelele, nokubuyekezwa okuphephile ukuqinisa ukukhula kwe-e-commerce," kuhlola u-Thiago Muniz, uchwepheshe wezokuthengisa kanye no-CEO we-Receita Previsível.
Iqiniso elithakazelisayo 2: ukunwetshwa kwezindlela zokukhokha zedijithali
Nakuba ukuthenga ngaphambilini bekuncike emalini noma emakhadini kuphela, namuhla ukwenziwa kwedijithali kulethe ezinye izindlela ezisebenzayo, njenge-PIX, izikhwama zedijithali, Izimali Ezivulekile, kanye nezixazululo zokukhokha izitolimende.
I-Open Finance, isibonelo, idlule abasebenzisi abayizigidi ezingu-47 ngenyanga eyodwa ngonyaka odlule, ngokusho kwedatha evela ku-Brazilian Federation of Banks (Febraban). Ekupheleni kuka-2024, kube nezimvume ezisebenzayo eziyizigidi ezingama-57.62, okukhombisa ukukhula okungaguquki.
Okulindelekile ukuthi uhlelo luzofinyelela ingxenye enkulu nakakhulu yabantu ekupheleni kuka-2025, njengoba i-Pix nge-Biometrics ne-Proximity iwuhlelo olusha lwe-Open Finance futhi izothuthukisa imakethe yezinkokhelo. "Ngalesi sici, umsebenzisi udinga kuphela ukuxhumanisa i-akhawunti esikhwameni sedijithali futhi, ngobuchwepheshe be-NFC kanye nokuqinisekiswa kwe-biometric kwedivayisi yakhe, inkokhelo izokwenziwa ngokushesha. Akudingekile ngisho nokuvula uhlelo lokusebenza lwebhange. Lokhu kumelela ukusebenziseka okwengeziwe kumthengi, ngaphezu kokunikeza amathuba amaningi nezinselelo kusomabhizinisi," kuchaza uMurilo Rabusky, uMqondisi Webhizinisi we-Lina X Open.
Iqiniso elithakazelisayo 3: ukwenza kube ngokwakho kulwazi lomthengi kanye nokusetshenziswa kwedatha.
Ngokuthuthukiswa kobuhlakani bokwenziwa kanye nedatha enkulu, izinkampani seziqalile ukunikeza ukuzizwisa okuqondene nomuntu ngokwandayo, ukuhlaziya okuthandwayo, umlando wokuthenga, nokuziphatha ku-inthanethi ukuphakamisa imikhiqizo namasevisi ngempumelelo kakhudlwana. Umbiko we ubonisa ukuthi u-78% wabathengi bancamela amabhrendi anikeza ukuzizwisa komuntu siqu.
NgokukaLucas Monteiro, umholi we-Martech kwa-Keyrus, inkampani yezokubonisana yamazwe ngamazwe egxile kwi-Data Intelligence and Digital Transformation, amabhizinisi asebenzisa indlela ehlanganisa yonke into yokuqonda abathengi bawo.
"Izinkampani eziningi azigcini nje ngokubheka izenzo zabathengi, kodwa futhi zifaka imali ekuqondeni ngokujulile lokho abathengi abakucabangayo, abazizwayo, nabakufunayo. Ngaleli su, kungenzeka ukudala okuhlangenwe nakho komuntu siqu futhi kwakhiwe ubudlelwane obuhlala njalo," uyagcizelela.
Kulesi simo, idatha ibalulekile. Isazi se-Keyrus siqhubeka sichaza ukuthi "idatha ingabamba izimpendulo ezinseleleni ezinkulu zenkampani ngokuphathelene namakhasimende ayo ngokuqondile. Kungenzeka, ngokusebenzisa ubuchwepheshe be-Customer Data, isibonelo, ukudala imikhankaso yomuntu siqu yezifunda ezahlukene kanye nezigaba, ukubikezela i-churn yamakhasimende, esiza izinkampani ukuthuthukisa ukusebenzisana kwamakhasimende nokwandisa ukuthengisa ngokuhlukanisa nokukhomba imikhankaso yokumaketha ezilalelini ezifanele."
Iqiniso elithakazelisayo #4: ukusebenzisa ucwaningo ukuqonda umthengi.
Ukuqoqwa kwedatha nokuhlaziya sekubalulekile kumabhrendi afuna ukuqonda kangcono izethameli zawo. Izinkampani eziningi kakhulu zisebenzisa amasu atholwe yidatha ukuthuthukisa imizamo yazo yokumaketha, ukuqonda ukuziphatha kwabathengi, nokwenza okunikezwayo kube ngokwakho. Ukusetshenziswa kakhulu kwalolu lwazi kuvumela ukuhlonza izitayela, okuthandwayo, nemikhuba yokuthenga, okwenza ukuxhumana kuphumelele futhi kuphumelele.
Ngokusho kwe-MindMiners' CMO, uDanielle Almeida, ukulalela nokuqonda izethameli eziqondiwe akuwona nje umkhuba, kodwa isidingo samasu. "Amabhrendi adinga ukuzivumelanisa ngokushesha ukuze alondoloze ukuncintisana kwawo. Ngakho-ke, ukuqonda izimfuno zangempela zabathengi nokuguqula le datha ibe yizenzo eziphathekayo kubalulekile ekuzuzeni nasekugcineni amakhasimende emakethe eshintshashintshayo."
Iqiniso elithakazelisayo #5: Ukukhuphuka kwabathonya bedijithali nezincomo zokuthenga.
Nakuba izinqumo zokuthenga zazisekelwe ekukhangiseni okungokwesiko, namuhla abagqugquzeli badlala indima ebalulekile ekuncomeni imikhiqizo nemikhiqizo.
E-Brazil, abantu abayizigidi ezingu-144 bayasebenza ezinkundleni zokuxhumana, futhi abadali bokuqukethwe balolonga izitayela futhi bakhe isithunzi senkampani. UMagalu, isibonelo, uguqule umsizi wakhe obonakalayo, "u-Lu," waba umgqugquzeli wedijithali onezigidi zabalandeli, eqinisa ukuxhumana okungokomzwelo namakhasimende ayo.
"Izinkampani ziyaqhela ekukhulumeni njengemikhiqizo kuphela futhi seziqala ukusebenza njengabadali , okungukuthi, abadali bokuqukethwe, ukuze baxhumane ngempela namakhasimende abo. Ngakho-ke, amathimba abezindaba ezinkampani ezinkulu abonile ukuthi imikhankaso yokukhangisa idinga ukuba yenziwe ibe ngumuntu futhi ibe yiqiniso, ixhumane nezithameli ngendlela ephumelelayo neqotho. Lokhu kuxhumana kusekelwe ekuzijabuliseni komthengi, okusekelwe ekuzijabuliseni komthengi. kanye nokuqondisa isinqumo sokuthenga,” kusho uPedro Paulo Alves, umsunguli we-Boomer.
Iqiniso elithakazelisayo 6: ukwethembeka ngokubhalisa
Ukwethembeka kwekhasimende kuyinqubo yokugcina amakhasimende akhona. Isisekelo saleli su ukwethembana phakathi kwekhasimende nenhlangano, okwakhiwe ngesevisi yamakhasimende eyingqayizivele nemikhiqizo namasevisi asezingeni eliphezulu.
Ezinye zezinkampani ezenza inzuzo enkulu emhlabeni, njenge-Apple ne-Coca-Cola, nezinsizakalo zokusakaza ezifana ne-Netflix ne-Spotify, zikweleta impumelelo yazo kumakhasimende athembekile ahlala ekulungele ukuwavikela.
Ngokuka-Eduardo Augusto, oyi-CEO ye-IDK, inkampani yokubonisana egxile kwezobuchwepheshe, ukuklama, nokuxhumana, isibonelo esiyinhloko salolu hlelo lokwethembeka olusekelwe ekubhaliseni yi-Amazon.
"I-Amazon ishintshe umdlalo kwezokudayisa nobuchwepheshe, yakha imithetho emisha ezimakethe futhi yaguqula indlela esidla ngayo. Kusukela ku-Amazon Prime, eyenza ukulethwa okusheshayo kwaba yizinga elijwayelekile futhi yakha ukwethembeka kwamakhasimende ngokubhalisela okunamalungu angaphezu kwezigidi ezingu-200 emhlabeni wonke, kuya ku-AWS, ephethe i-cloud computing, inkampani ayikagcini ngokusungula izinto ezintsha, iphinde yasungula yonke imikhakha. yezigidi zabantu Umphumela uba inkampani ebeka izitayela kwezobuchwepheshe, ulwazi lomsebenzisi, ukwethembeka, nokusebenza,” kusho u-Eduardo.
Iqiniso elithakazelisayo lesi-7: ukuthuthukiswa komnotho wokwabelana kanye nomnotho oyindilinga.
Ngokungeziwe kumamodeli ahlukene okusetshenziswayo, njengokuqashwa kwezakhiwo (i-Airbnb), izitolo ezithengisa izinto eziku-inthanethi (i-Enjoei), nezindali eziku-inthanethi (Kwara), ukusesha ukusetshenziswa okuzinzile kushayela umnotho oyindilinga, imodeli ekhuthaza ukusetshenziswa kabusha, ukugaywa kabusha, nokwelula umjikelezo wempilo wemikhiqizo.
NgokukaRaimundo Onetto, umsunguli we-Kwara, inkundla yendali eku-inthanethi, umthengi wanamuhla wazi kakhudlwana umthelela wemvelo wezinqumo zabo.
"Lapho kuthengwa umkhiqizo endalini, umuntu uvame ukunikeza impilo yesibili kokuthile okusenenani eliphezulu futhi esesimweni esikahle sokusebenza, egwema ukulahlwa ngaphambi kwesikhathi kanye nokunciphisa imfucuza. Le nhlangano esimeme ihambisana nezindinganiso zabantu abaningi abafisa ukuthenga ngokuzibophezela okwengeziwe. Ngaphezu kwalokho, uma sikhuluma ngezindali zezinto ezisezingeni eliphezulu - kungaba imishini kagesi, i-real estate - imbala ewusizo, i-real estate, noma i-real estate, i-logic, i-real estate noma i-real estate, i-real estate, i-real estate, i-real estate, i-real-state, i-real-state, i-real-state, noma i-real-state, noma i-real estate. yempahla idala umuzwa omuhle wokonga kanye nokuqwashisa ngemvelo Le nhlanganisela yamathuba ezezimali nomthwalo wemfanelo wendawo ngempela yandise isithakazelo sabathengi kulolu hlobo lokuthenga,” kugcizelela uRaimundo.
Iqiniso elithakazelisayo #8: I-metaverse nekusasa lokusetshenziswa kwedijithali.
Ngokuthuthuka kobuchwepheshe, i-metaverse ivela njengomngcele olandelayo wokusetshenziswa, ovumela ukuzizwisa okujulile, izitolo ezibonakalayo ezisebenzisanayo, nezindlela ezintsha zokusebenzelana phakathi kwemikhiqizo namakhasimende.
"Imikhiqizo emikhulu isivele isebenzisa izindawo ezingokoqobo zokuqeqesha, ukusebenzelana kwamakhasimende, namamodeli ebhizinisi amasha. Ukhiye kuzoba ukuthola izimo zokusebenzisa ezengeza inani ngempela, ngale kwe-hype yango-2022/23. Ukubheja okuyinhloko okwamanje izingilazi zangempela ze-augmented, ezilula futhi ezivumela umsebenzisi ukuthi aqhubeke nokubona umhlaba wangempela ngenkathi ebuka ungqimba olwengeziwe lolwazi emkhakheni wabo wombono," kuchaza iphrojekthi ye-Kensenne.
Kusukela esikhathini samanje kuya esikhathini esizayo
Eminyakeni ezayo, uhambo lokuthenga lomthengi luzothinteka ngobuchwepheshe obuthuthuke kakhulu nobuhlanganisiwe. "Ubuhlakani bokwenziwa obukhiqizayo buzodlala indima eyinhloko, buvumele ukuzizwisa komuntu siqu kakhulu, kusukela ekunconyweni komkhiqizo kuya ekusebenzelaneni okuzenzakalelayo nabasizi abangokoqobo abenziwe abantu. Ukusetshenziswa kwedatha nokufunda komshini kufanele futhi kuqine, kunikeze okunikezwayo okunembe kakhudlwana okuguqulelwe ekuziphatheni kwabathengi ngesikhathi sangempela," kuphawula u-Antonio Muniz, uchwepheshe wezobuchwepheshe nebhizinisi, Umeluleki oyi-CEO kanye noMongameli we-Editera Brasport.
Omunye umkhuba oqinile ukuvela kohwebo olucwilisiwe, oluqhutshwa i-metaverse kanye neqiniso elandiswayo. "Lobu buchwepheshe buzovumela abathengi ukuthi bahlole imikhiqizo ngaphambi kokuthenga, bathuthukise ulwazi lwabo futhi behlise izilinganiso zokubuyisela. Ngaphezu kwalokho, izindlela zokukhokha zizoqhubeka nokushintshashintsha, ngokukhula kwezindlela ezisheshayo ezizokwenza ukuthengiselana kube lula futhi kuvikeleke," kuphawula u-Antonio.
Okokugcina, ukusimama kwedijithali nakho kuzozuza ukuvelela, lapho abathengi baya ngokuya benaka umthelela wemvelo wokuthenga kwabo. Izinkampani ezisebenzisa imikhuba efana nelogistics eluhlaza, umnotho oyindilinga, kanye ne-carbon footprint encane ekuhwebeni kwe-e-commerce zizoba nethuba lokuncintisana kulesi simo esisha.
"Ngamanye amazwi, ukuqamba okusha okuqhubekayo kubalulekile ezinkampanini ezingafuni nje kuphela ukusinda, kodwa futhi ziphumelele emakethe eguquguqukayo, lapho ukuzivumelanisa nezimo kanye nekhono lokulindela izidingo zabathengi ezintsha kuzobaluleka ukuze kuphumelele," kuphetha u-Muniz.
