To use a musical analogy, it would be the powerful loudspeaker that tech companies have to convey the full range of our capacity for innovation and development to all visitors. And we’re not just talking about ‘listening’, but also about spaces that ‘inspire’ those who visit us so that, through technology, we can make progress in what we call digital transformation.
What are its main functions?
The first and fundamental one relates to what I have just mentioned. Inspiration, and not just for clients and institutions. It is also about attracting talent when universities, business schools and start-ups visit us; and, of course, about being able to show pride in belonging when our colleagues from Telefónica visit us too.
Why are they important?
I always say that executing without communicating is a futile, fruitless exercise. It is absolutely essential to have spaces where people can see what you do, how you do it, and even what you are capable of doing.
This is not only something we associate with demonstration centres such as ‘LaCabina’, but it is also what leads us to organise demonstrations at such major events as MWC.
We take pride in seeing how the same visitor is surprised, once again, when visiting LaCabina several months later. Continuous change is synonymous with adaptation, sustainability and, therefore, in these times… with “trust”.
What benefits does its use bring?
Reliability, a sense of belonging, a willingness among students to get involved, a platform for start-ups, the creation of new ecosystems, the interconnection of different innovation stakeholders, a rejection of conformism, motivation for employees, the opening of dialogue with investors, advisors, and competitors (why not!). The thing is, if I start listing them, I’ll never finish.
What examples are there?
Generally speaking, large companies, whatever sector they’re in, have innovation centres or spaces. For over three decades, this has become commonplace within marketing departments. But, beyond that, my view is different.
I’ve been involved in this world of ‘demonstrations’ since 2003. I can assure you that a person keen to communicate, armed with a good kit of devices… is capable of setting up a demonstration centre anywhere in the world. The key is attitude. It’s something that runs in your blood. The people who make up the team at a space like LaCabina have to carry a ‘LaCabina’ within each of them; otherwise, the magic disappears.
Building on that foundation, from the former Telefónica Demonstration Centre to the current “LaCabina”, we have not only inspired new centres in the regions where Telefónica operates, but we have also exported this concept to our clients and fellow operators.
What kind of professionals are involved in this?
Following on from what I’ve mentioned, with the appropriate technological knowledge, the ideal candidate is someone who is romantic, a dreamer, and passionate about sharing—and, above all, absorbing—what they hear from their visitors.
Someone who shows the same passion whether they’re showing something to a colleague’s child, to the SME that makes tiles in a provincial town, or to the King himself. Come on, it’s life itself!
