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Start arrow Agenda arrow 22@Breakfast arrow Past Events arrow 22@Update Breakfast November 2008
22@Update Breakfast November 2008
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Internationalization: the only way to survive in a global world

In a globalized world, where the Internet is the main communication channel, we cannot think locally. Companies must be open to the outside world, participate in other markets, recruit talent outside their immediate surroundings and incorporate other experiences in their daily duties in order to improve their work and management. To this end, both internationalization and open innovation are decisive, key elements for companies. development.

22@Update Breakfast november 2008

At the November 22@ Update Breakfast, Pedro Moneo, CEO of Opinno, Open Innovation, focused his presentation on the internationalization of technology in the new economy.

To explain Opinno.s proposal, Moneo summarized the company.s current situation in four points:
  1. Distribution of power, prosperity and growth evolve in different ways. Twenty years ago, 39% of the global GDP was generated in developing countries. Today, however, almost half the total is generated in these countries, and that number is growing. On the other hand, the world has become multi-centric: many different specialized centers are emerging that can be useful to a company. For this reason, companies must know how to develop their own specialized activities and position themselves globally. .Moreover, I don.t want to be center in and of myself; I want to become a magnet, mainly for talent; I want this talent to come to me, establish themselves, grow and be loyal,. explained Moneo.

  2. The concept of internationalization has changed. In the past, in Spain, this was the equivalent of exportation. Now, however, .it must be understood as a two-way street, which can move talent and knowledge,. affirmed Moneo. It.s a matter of knowing how to locate talent and share it. On the other hand, a huge new population of consumers is being created, clients in developing regions that we may not be paying enough attention to. Moreover, we must remember that technology companies must move to market quickly .because they can become obsolete in a short time. and know which sector of this market will be most receptive to their products.

  3. The current economy is very unique: the crisis. It has global ramifications and affects everyone from the most established companies down to the final consumer. This forces us to consider new business models. On the other hand, savings have diminished, personal and public debt has increased and past financing reflects neither the products. real value in today.s market nor the risks involved in these investments. This leads to a number of problems that will have a serious effect on investment and, therefore, on technology. Analysis methods will become more sophisticated before investments are made and intermediaries will probably disappear. Investment funds will come into play once the project is in the final stages and companies will have to show that their business plan can start making a profit quickly.

  4. Open innovation. This is practically an obligation in a global and multi-centric world. People no longer spend years at the same company, market cycles are shorter and we must innovate faster. Technology is becoming more advanced and complex and we cannot work in isolation; we need outside help. We must take advantage of the intelligence available outside and bring this talent into our companies.
In order to participate in a global world, internationalization and open innovation are not an option. .We must work globally, openly, in a way that is viable and real, and, moreover, do all this without limiting ourselves to exploitation,. concluded Moneo.

Opinno works in this field as a business accelerator for private companies, with headquarters in Madrid and San Francisco. They use methods learned in Silicon Valley and the Boston area in order to shorten launch times and boost the success of new technology companies, from seed to series A funding. The company works in five business areas:
  1. Corporate strategy and innovation: providing companies with a technological profile and public and private R&D organizations the necessary elements to launch a firm to the market. To do this, they seek to map out a strategy for commercial launch that may go from the sale or licensing of a patent until the implementation in another country and the realization of investment funds for international growth. Their aim is to .boost companies. production 15 %,. explained Moneo.

  2. Business acceleration: first, they search for private or public funding for the company; second, they try to prepare a more elaborate business plan in order to protect the patent on an international scale; third, the look for .allies., entrepreneurs that have launched similar campaigns in the past and, finally, they try to locate a local representative in another country and charge a six-month fee, until they receive capital risk investments.

  3. Technology Review: an agreement has been reached with MIT (Massachusetts Institute of Technology) to publish their magazine online for Spain and Latin America.

  4. Business plans.

  5. Entrepreneurs. Club.
As innovator of the month Lluís Font, CEO of NTRglobal, introduced his company. NTRglobal is a multinational Catalan company created in 2000, shortly after the dotcom bubble burst. Their project was successful thanks to the financing they received from different funds. The Catalan family, Casanovas, supported them from the start; later, Highgrowth (which focuses on entrepreneurial companies), Elaia Partners (which focuses on software companies), Debaeque Capital and, finally, Kennet Partners and Atles Venture, who invested 22 million euros to internationalize the company.

The company currently has offices in the US, UK, Netherlands, France, Spain, Japan, Brazil and Dubai. They employ 280 workers in 25 countries; 80% of their staff is not Spanish. They have 14,000 corporate clients from around the world and have increased turnover by 60% in the past four years. .We are considered the second most important remote support company in the world; we are leaders in Europe, one of the top five in the US and the only company doing it on a global scale,. explained Font.

In Font.s own words, the main characteristics of NTRglobal.s business model can be summed up as follows: .We think globally, but act locally.. The company acts around the world, not just in Spain, but when they start operations in a new country they hire locals to sell their products. Moreover, the company has another unique, defining characteristic: they don.t sell software; they rent it. This means that they offer this software as a service. This is more profitable and makes their turnover more predictable.

NTRglobal offers the following products:
  1. NTRsupport: provides remote technical support for all clients or employees at a specific company. A technician can access the customer.s computer from anywhere in the world and solve their problems in a matter of seconds.

  2. NTRadmin: manages all workstations, servers and laptops both inside and outside a company.s LAN. It is possible, for example, to update an antivirus program on thousands of computers in just fifteen minutes.

  3. NTRconnect: allows customers to use their computer from any PC, MAC or pocket PC connected to the Internet. They can access their home or work computer safely from anywhere in the world.

  4. NTRmeeting: allows anyone to establish online meetings with up to thirty people located anywhere in the world.
The technology NTRglobal offers allows companies to save on travel costs (flights, hotels, etc.) and offers a high return on the initial investment.

Lluís Lluch, director of international promotion for the Barcelona Chamber of Commerce, focused on the role of the public administration in the internationalization and attraction of companies in the ICT sector.

The Barcelona City Council and Chamber of Commerce have structured their actions in three groups:
  1. Accompanying businesses abroad so they can get a first-hand look at international markets. The idea is for companies to be able to do business in other countries, and for the public administrations to import successful management and coordination ideas.

  2. Attracting talent to Barcelona. Internationalization requires people from all over the world in Spanish companies, because they are bridges to their countries of origin.

  3. International investment is necessary for the internationalization of the economy. The future is not in companies in Germany, Sweden or the US, but in developing countries like: Brazil, India, Russia and China. It is important to seek out companies that, although they are not currently multinationals, will be soon. .We want companies in Barcelona to have the chance to develop partnerships with these companies so they can establish themselves here,. explained Lluch.

Finally, Josep M. Piqué, managing director of 22@Barcelona, explained the news in the district, including:
  • 23,000 people visited the 22@Barcelona stand at Barcelona Meeting Point.

  • In collaboration with the Barcelona Media Foundation, a completely virtual 22@Barcelona has been created, which will be the foundation of the 2012 Expo in Shanghai.

  • Over 100 companies participated in the Technology Symposium organized by the Space Agency.


The Barcelona Chamber of Commerce, together with the City Council, helps companies go global through their .bridge. trips, which allow companies to get a first-hand look at new markets and do business.

Opinno is a catalyst for new technology, providing companies with a technological profile and public and private R&D organizations the necessary elements to launch a firm to the market.

NTRglobal is a multinational Catalan R&D company that develops IT software and offers remote technical support, network administration and access to computers.


.I think the presentations were very interesting, showing the opinions of international companies. This is a growing sector here in Barcelona..

.It is good to hear positive experiences, especially with the generalized pessimism that exists currently. It.s good to be shown successful models in order to get ideas for our day-to-day work..

.I think it was really interesting. I had already heard the presentation on NTRglobal in a different context, in an International MBA. They are doing some really interesting things..

.The first presentation, by Pedro Moneo, was really interesting. How to create a business.especially the part about being a magnet. Creating magnets and attracting talent. Then, the success story: how to create something big out of nothing. I.m really interested because we are starting a business and we want to follow this process..

  • Open Innovation is a term that was coined by Henry Chesbroug, professor and executive director of the Center for Open Innovation in Berkeley. The main idea is that, in a world where knowledge is readily available, companies can.t rely only on what they discover in their own R&D center. They must buy or license innovation, sharing with other companies.

  • Technologyreview.com is a technology journal published by Technology Review Inc., an independent media company directed by the Massachusetts Institute of Technology. It is the oldest technology journal in the world (1899). It aims to promote knowledge of emerging technologies and analyze their commercial, social and political impact.

  • Silicon Valley is a term that was coined by Don C. Hoefler in 1971. Silicon alludes to the high concentration of companies in the area that are linked to semiconductors and computers. Valley refers to the Santa Clara Valley and its surroundings, on both sides of the bay, where there are many different industries.
Podeu descarregar les presentacions de l'acte als següents links:
  • Presentació de Pedro Moneo, CEO d'Opinno, fent clic aquí (3 Mb)
  • Presentació de Lluís Font, CEO de NTRglobal, fent clic aquí (5 Mb)

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