The role of a transformation and innovation project manager
If I had to summarise the duties of a transformation and innovation project manager, I would say that it is about ‘keeping the spark alive’. You have to constantly encourage change, content updates, constant innovation and ensure that the team of people who drive the visits update their discourse non-stop.
What do these projects involve?
These projects allow us to show an image of Telefónica as an innovator, a leader or a ‘technological titan’. Bear in mind that LaCabina is visited by the heads of the country’s largest companies, institutions, governments and multinationals. Without being a ‘direct’ sales tool, these spaces help to consolidate our image as a first-rate technological partner.
Could you give us a specific example?
If we focus on LaCabina, in the three years since it opened, we have had over 4,000 visits from customers and institutions. We have also hosted conferences for businesspeople from Brazil, Saudi Arabia, etc. I think the range of possibilities is enormous, both in terms of marketing and the institutional side of the company.
What do technology demonstration centres mean for companies?
Demonstration centres are key to communicating the meaning of digital transformation to our customers and the institutions we collaborate with. Ultimately, we have to make the multiple technologies we work with tangible through ‘experiences’. We don’t want to talk about AI, 5G, fibre, edge computing, IoT, etc. What we want to do is demonstrate that the combination and use of all these ‘superpowers’ can improve the lives of citizens, employees, doctors, patients, the elderly, etc.
MWC
The MWC is of utmost importance to the telecommunications sector. Other events are held in other parts of the world, but the MWC, which takes place in early March in Barcelona, is by far the most important event for the sector worldwide. It is important to note that these dates are chosen so that global decision-makers in this sector can meet in Barcelona. These dates are not chosen at random; they have to be coordinated with the schedules of CEOs, CIOs, ministers, international leaders, and others. I have been to many technology events around the world, and I have no doubt about the strategic importance of the MWC.
And for a company like ours?
Since the MWC has been held in Spain since 2006, it has been strategic for our company to take centre stage in the technological ‘discourse’ of what will be seen at this event. We are the hosts, and this is evident. For Telefónica, it is a key moment to showcase its global technological vision and mission.
