mexico - ProMéxico

IV - 2012
mexico
IT is a Matter
of Business

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Contents.
April 2012
Cover feature
Mexico’s
ICT Industry
Elicits
Optimism
Page 30
Film Industry
Lemon Films
Over the last 10 years, one
name has crept up time and
time again when referring to
Mexican cinema. That name
is Lemon Films, a production
company that has kept
the box office hits flowing.
Page 18
From the CEO 5
Briefs 6
Mexico in the World 12
Mexico’s Digital Agenda
Mexico’s Partner 16
Renderfarm Studios
Mexico’s Partner 20
Skyworks Solutions
Guest Opinion 22
Mexico: IT Just
Makes Sense
Business Tips 26
Mexico and
Information
Tecnhologies
Mexico’s Partner
Tata Consultancy
Services 34
Near IT Services 36
Neoris 38
Nextplat 40
T-Systems 42
Infosys 44
Figures 46

The Lifestyle
A Moment
With a
Mexican Jewel
Naye
Quiros
58
The Complete Guide to
the Mexican Way of Life
ProMéxico
Carlos Guzmán Bofill
ceo
Ilse Oehler Grediaga
Image and Communications Director
Sebastián Escalante
Managing Coordinator
sebastian.escalante@promexico.gob.mx
Miguel Ángel Samayoa
Advertising and Suscriptions
negocios@promexico.gob.mx
Natalia Herrero
Copy Editing
Laboratorio Editorial
Felipe Zúñiga
Editor in Chief
felipe@laboratorioeditorial.com
Paola Valencia
The Lifestyle Editor
Alan Acevedo
Design
Graeme Stewart
Proofreading
Alison Stewart
Translation
This is an editorial project for ProMéxico
by Laboratorio Editorial S.A. de C.V.
Download the PDF version and read the
interactive edition of Negocios ProMéxico at:
negocios.promexico.gob.mx
This publication is not for sale. Its sale and
commercial distribution are forbidden.
design + technology=
archiTECHture
Smart
Buildings
in Mexico 68
The Lifestyle Briefs
Page 50
Gastronomy
High-tech Kitchens
Page 52
48 Hours in
Monterrey
Page 62
Mexico According to
Ely Guerra
Page 66
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any omissions, inaccuracies or mistakes. April 2012.

From
the CEO.
The Information Technology (IT) industry in Mexico is highly productive for the
national economy, and currently displays some of the best perspectives for the
sector, worldwide. In recent years, the sector has grown with an accelerated rate,
a trend that is set to continue in the future, making it one of the most dynamic and
solid industries in the country.
At present, Mexican businesses provide IT services and solutions to
companies around the world which, regardless of their location –be it near or far–
have come to trust the abilities and efficiency of Mexican talent to optimize their
processes, systematize information and fully integrate into the digital economy.
Likewise, large international leaders in IT services and software development
are using Mexican professionals and infrastructure to develop successful
businesses in this area.
Mexico is on its way to become one of the main IT development centers in the
Americas and the world. In a few years, the country has grown to be one of the
main exporters of IT services globally and an increasing number of companies
have set their sights on Mexico to solve their IT needs.
Mexico’s geographic location and market share in North America have
contributed to position it as an important player in the IT industry’s major
leagues. In addition, the pool of professionals trained in Mexican universities; the
availability of appropriate infrastructure and the synergy among government,
industry and academia, have been decidedly supportive for the sector.
This issue of Negocios is an invitation to explore the IT sector and learn about
the creation of a solid network that is the foundation of one of Mexico’s leading
industries.
Welcome to Negocios!
Carlos Guzmán Bofill
CEO
ProMéxico

Briefs
photo archive
Business Environment
Mexico in the Radar
_____
Director of Investment Funds for Goldman Sachs, Jim O’Neill,
said Mexico will become the world’s seventh largest economy by
2020 and contribute 7.8% of the global Gross Domestic Product
(GDP), more than Russia and India.
During the business forum Mexico Week in the UK –held in
London from March 12th to 16th–, the head of the investment
banking firm told British investors that Mexico “should be on
the radar in the coming years because it will be one of the fastest
growing economies.”
Mexico is part of the so-called growth markets, a concept created
by Goldman Sachs in 2010 to refer to the countries that will
grow at a swift pace during the next decade.
The creator of the BRIC (Brazil, Russia, India and China) concept
said that the reason why it did not include Mexico in this
emerging block a decade ago is the fact that the country was not
growing at the pace of China or Brazil.
Jim O’Neill noted that this year Mexico will grow 3.6%, the
same rate as Brazil, and in 2013, Mexican economy is expected to
grow 3.8% annually.
www.goldmansachs.com
Pharmaceutical
R&D Investment
_____
Mexican pharmaceutical and cosmetics manufacturer Genomma
Lab announced an investment of 23-30 million usd in research
and development of new products in 2012. The fast growing company
was founded in 1996 and now exports to over 30 countries.
www.genommalab.com
Food
Tyson Expands its
Business in Mexico
_____
US poultry producer Tyson, in association with Mexican chicken
producer Trasgo, will invest approximately 117 million usd to
expand and modernize its facilities in Durango’s Laguna region.
With this investment, Tyson’s facilities in Durango will become
the largest poultry producer in the world.
www.tyson.com
photo archive photo ismael villafranco

Briefs
photo courtesy of ford
Automotive
Start Your Engines
_____
Mexican subsidiary of Ford Motor Co. will invest close to 1.5 billion
usd in expansion and upgrades at its manufacturing plant in
Hermosillo, Sonora, in 2012. Plans include a new diesel motor
production facility and an engineering center.
Chemical Industry
Cydsa Plans to Grow
_____
Mexican chemical manufacturer Cydsa
will construct a new production plant
in the state of Nuevo León at a cost of 70
million usd. In addition to this new plant,
which will produce chlorine and caustic
soda, the company plans to invest 20 million
usd to add and upgrade equipment at
its Veracruz plant.
www.cydsa.com
www.corporate.ford.com
Tourism
2011:
A Record-breaking Year
_____
During 2011, the number of domestic and foreign tourists in Mexico
marked a record figure of nearly 190 million visitors, 3.7% higher
than that achieved in 2010.
In 2011, 22.67 million international travelers visited Mexico,
which represents an increase of 2% on 2010, a 5.7% increase on
2009, and a 0.2% increase on 2008 –previously Mexico’s best year
for international tourism.
Mexico saw a significant increase in visitor numbers compared
to 2010 from Brazil (66%), Russia (55%), China (30%), Colombia
(23.2%), Italy (13%), Australia (13%), the UK (11.6%), France
(10%), Japan (9.3%) and Canada (7%).
The country also increased its market share in the US from
14.1% to 15%, and it remains the most popular international destination
for US tourists.
Mexico’s position as one of the most important tourist destinations
in the world keeps attracting new investments. Hotel
developers from all over the world plan to invest more than 1.5
billion usd over the next three years to open new locations and
remodel existing sites in Mexico. Operators reporting expansion
plans include AMResorts, IHG, Grupo Posadas, City Hotels,
Iberostar and La Quinta Inn. Locations include Cancun, Puerto
Vallarta, Huatulco, Los Cabos, Mexico City and various regional
business hubs.
With a 400 million-usd investment, AMResorts will open
three new hotels in Puerto Vallarta and Cancun. The chain will
sum up 12 million usd in renovation and maintenance works
of other properties in the country and expects to reach 13,500
rooms in 2013.
IHG, owner of the brands Holiday Inn and Intercontinental,
will invest 500 million usd over the next three years, to open 47
new hotels in the country.
While this year, Grupo Posadas will invest close to 500 million
usd in 50 projects of its brands Fiesta Americana, Fiesta Inn, One,
Aqua, Caesar Park and Caesar Business.
City Hotels has scheduled the opening of 15 properties in 2012, to
sum up a total of 79 hotels in 29 Mexican states. In addition, Grupo
Iberostar opened the Hotel Iberostar Cancun, with an investment
of 100 million usd. The Spanish corporation also resumed the construction
of the first of four hotels in Litibu, Nayarit.
La Quinta Inn Suites announced the opening of the first part of
La Quinta resort in Cancun, with an investment of 10 million usd.
The new complex will focus on medical and business tourism. La
Quinta Inn also plans to open 10 new properties in different Mexican
cities, during 2012 and 2013.
The tequila producer José Cuervo joins the investment in hotel
infrastructure, with 10 million usd for the construction of the José
Cuervo Hotel in Tequila, Jalisco. The complex will be completed in
July 2013 and will have 87 rooms.
www.sectur.gob.mx
photo archive

Briefs
Beverage
Crystal Clear Investment
_____
Bonafont, a Mexican subsidiary of French processed foods giant
Danone, plans to invest approximately 78 million usd in its bottled
water operations in Mexico during 2012. Projects include new
bottling plants, distribution centers and brand development.
www.bonafont.com.mx
photo courtesy of bonafont
Food
Cookies for Travel
_____
Mexican baker Marian is building a new production plant in the
state of Hidalgo. The 4.7 million usd facility will help the company
boost its cookie production for export.
www.marian.com.mx
photo courtesy of marian
Food
Feeding the
Baking Giant
_____
Mexican baking giant Grupo Bimbo announced a total estimated
investment of 780 million usd for 2012. The bread
and snacks maker, which recently bought out existing baking
operations in Europe and the US, will channel resources
into manufacturing operations, logistics and administrative
systems.
photo archive
www.grupobimbo.com.mx

Briefs
Renewable Energy
Wind Power is On
_____
Spanish Acciona Energía has inaugurated in Mexico the
biggest Aeolian complex in Latin America: a three-park
compound –Oaxaca II, III and IV– located in the Isthmus
of Tehuantepec, Oaxaca, with an operating capacity of 306
megawatts (MW).
Acciona completed the assembly of the 204 wind turbines
that comprise these facilities in September 2011; they
have a capacity of 1.5 MW and are manufactured with Acciona
wind power technology. From October to December 2011,
the wind turbines were powered up and gradually connected
to the electric power grid, and started commercial operation
in early 2012.
The Mexican Federal Electricity Commission (CFE) estimates
an average annual production of 1,129 million kilowatt-hours
from them. This equals the energy consumption
of 700,000 Mexican homes and will avoid the emission of
670 million tons of CO 2
to the atmosphere a year, equivalent
to the cleaning effect of 33.5 million trees through the process
of photosynthesis.
Acciona Energía already had a 250.5-MW wind park in
Mexico –Eurus, also located in the Isthmus of Tehuantepec–
that has been in service since 2009; it supplies electricity to
the plants of the cement company Cemex in Mexico. Through
its facilities in Mexico, Acciona generates 556.5 MW, representing
65% of the country’s wind power operating capacity.
www.acciona-energia.com
Biotechnology
Reaffirmed Commitment
_____
Mexico has signed the Nagoya-Kuala Lumpur Protocol, which
sets the rules for the protection of biodiversity, as well as for the
responsible and safe use of biotechnology.
Mexico joins the 46 countries that have signed the protocol,
which must be ratified. The Nagoya-Kuala Lumpur Supplementary
Protocol on Liability and Redress to the Cartagena Protocol
on Biosafety was signed in October 2010 after more than six
years of intense negotiations.
www.cbd.int
Pharmaceutical
photo archive photo ismael alonso
photo courtesy of acciona energía
Working to Increase
Market Share
_____
Siegfried Rhein de México, the Mexican subsidiary of the Swiss
pharmaceutical manufacturer Siegfried Rhein, will invest 20
million usd to expand its production facilities in the state of
Querétaro. The increased capacity aims to double the site’s annual
output of generic drugs.
www.siegfried.com.mx

Briefs
Automotive
Strategic
Investment
_____
German automaker Mercedes Benz announced
an investment of 10 million usd in
its manufacturing plant in Nuevo León for
the production of three new models of passenger
buses. The company is anticipating
growth of 15% to 20% in bus sales for 2012.
www5.mercedes-benz.com
photo courtesy of mercedes benz
Medical Devices
photo courtesy of nuova ompi
Manufacturing
Strong as Glass
_____
Italian glass container manufacturer Nuova Ompi will expand
capacity at its production plant in Nuevo León, with an investment
of 6 million usd. The expansion will be followed by further growth
at the facility, which produces glass products such as vials and
cartridges for the pharmaceutical industry.
www.ompi.it
Expanding Presence in
Mexico
_____
US medical device manufacturer Welch Allyn inaugurated a major
expansion of its Tijuana production plant. The infrastructure upgrade,
which required a 7.4 million usd investment, will allow the
facility to boost production of medical thermometers.
www.welchallyn.com
photo courtesy of welch allyn

photo courtesy of iberdrola
Renewable Energy
A Sunny Deal
_____
Iberdrola has been awarded the Cerro Prieto, Baja California, five
MW pilot photovoltaic power plant contract worth 20 million
usd. The plant will be located in the geothermal region of Cerro
Prieto, close to Mexicali, one of the areas with the highest levels
of solar irradiation in the world. The Spanish-owned company
will take 270 days to put the first 5 MW into operation for the
CFE by December 6, 2012.
Iberdrola has approximately 5,000 MW of installed capacity
and around three billion usd of investment in Mexico. The company
has a major presence in the wind power sector having constructed
three wind farms: La Venta II (83.3 MW), La Ventosa (80
MW) and La Venta III (102.85 MW). The Cerro Prieto tender is its
first solar project in Mexico.
www.iberdrola.es
Briefs
Pharmaceutical
Healthy Agreement
_____
Patients in Mexico can now have access to quick diagnostic testing
to identify bacteria and fungus that pose a health risk. This is
possible due to a technology transfer agreement between Laboratorios
Silanes, a pharmaceutical company owned by the international
corporation Grupo Silanes, and the Spanish biotechnology
companies Biotools and 2B Black Bio.
Through this agreement, Silanes will manufacture in Mexico diagnostic
kits to enable the identification of several microorganisms
in samples in a matter of hours instead of days. Grupo Silanes is
the only company in Latin America to have obtained FDA registration
for an innovative biotechnology product.
www.silanes.com.mx
photo courtesy of silanes
Aerospace
Flying High
_____
Hawker Beechcraft Global Customer Support has opened its
new 48,000 square foot, company-owned factory service center
at the General Mariano Escobedo International Airport in
Monterrey. The facility includes a 13,400 square foot paint hangar
in addition to a 24,000 square foot maintenance hangar and
10,700 square feet of office and customer hospitality space. The
FAA and DGAC-certified, cutting-edge center will specialize in
Hawker and Beechcraft products.
www.hawkerbeechcraft.com
photo courtesy of hawker beechcraft

12 Negocios ProMéxico
Mexico’s
Digital Agenda
Mexican Government has launched the Agenda Digital.mx. It is a comprehensive program
that addresses actions to extend the use of information and communications technology, take
advantage of its benefits and foster the country’s development.
____
by mónica aspe bernal*

Negocios ProMéxico 13
photo archive
computer use and
Internet access increased
substantially between
2008 and 2010, particularly
among the higher income
brackets, with use of
desktops outweighing
laptops 85.8% to 13.8%
In Mexico, as in the rest of the world, Information and Communications
Technology (ICT) has played a key role in
making countries more competitive, while fostering the
development of individuals, corporations and organizations.
Aware that ICT affects every aspect of our social and economic reality
and in keeping with best international practices, the Agenda
Digital.mx, a document that lays out actions –past, present and future–
to extend the use of ICT and exploit its benefits, was created.
Given the all encompassing nature of ICT, this agenda includes
ideas put forth by a wide cross section of society at live and online
forums, and outlines objectives, lines of action and strategies to be
implemented by the government, industry, academic bodies and
civil society.
The document takes stock of the current state of affairs in Mexico
in terms of connectivity and the degree to which ICT is used
and has been appropriated by different sectors. An analysis of connectivity
indicators puts Mexico into an international context and
helps quantify the country’s “digital gap,” i.e. how access to ICT
and the Internet varies across individuals, homes, businesses and
geographic zones. It also looks at how ICT has been used and appropriated
for social and economic development ends.
As regards Internet access, data for 2011 reveals that Mexico
had 13 million fixed broadband accesses (11.4 accesses per every
100 inhabitants) and 7.8 million mobile broadband accesses (7 accesses
per every 100 inhabitants), while the number of Internet
users stood at 40.6 million –almost twice the 20.6 million reported
in 2006.
In terms of available services and infrastructure, there were
found to be considerable discrepancies between rural and urban
areas. In cities with more than 15,000 inhabitants (where
more than 71% of households are located), 40% of homes own
a computer and 30% have Internet access. Of the country’s 630
cities and towns, 97% have access to the services of at least two
telecommunications operators, whereas in rural areas (188,593
towns and villages with less than 2,500 inhabitants, where 5.9
million homes are located), only 6% have a computer and a mere
3% have Internet access. In 4% of cases (some 7,300 rural towns
and villages), there is some level of competition when it comes to
basic telecommunications services.
As in other Latin American countries, household income is directly
proportional to the use and appropriation of ICT: 67% of high
income families have Internet access, compared to less than 2% in
the case of the 20% of the population in the lowest income bracket.
Even so, computer use and Internet access increased substantially
between 2008 and 2010, particularly among the higher income
brackets, with use of desktops outweighing laptops 85.8% to 13.8%.
In an attempt to close the digital gap, Agenda Digital.mx has
come up with digital inclusion strategies targeting vulnerable
groups, such as low income sectors of the population, rural and indigenous
communities, the disabled, senior citizens and women.

14 Negocios ProMéxico
Broadband is central to the Agenda Digital.mx initiative. Over
the last five years, several efforts have been undertaken to reduce
costs, increase service coverage and promote the development of
telecommunications infrastructure. These measures include the
tendering of radio frequencies and fiber optic networks and a policy
of extending coverage to society at large, backed by government
funding for the development of telecommunications.
In light of actions taken as part of the Agenda Digital.mx initiative
and the international commitments Mexico has undertaken,
it is estimated that by 2015:
Fifty five percent of Mexican homes in urban and suburban areas
will have a broadband Internet connection of at least 5 Mbps.
All urban and suburban areas will be hooked up to high-capacity
networks.
More than 38 out of every 100 inhabitants will have access to
fixed and mobile broadband Internet, extending to universal
access by the end of the decade.
Mexico will have over 60 million computer users.
All primary schools, health centers and public offices will have
Internet access.
ICT will be used as a tool to promote social and economic
inclusion, the social participation of rural and indigenous
communities, the disabled and other vulnerable groups, gender
equality and equal opportunities.
The e-Mexico National System will have more than 30,000
digital community centers.
Eight out of every 10 Mexicans will have access to the Internet.
Seventy percent of the country’s small and medium companies
will be subscribed to broadband Internet services.
Telecommunications services will post annual growth in excess
of one digit under competitive market conditions that
promote the entry of new operators.
The ICT sector will fuel economic growth, spearheading the
creation of high added value and better paid jobs.
Mexico will be internationally recognized for its e-governance
practices.

Negocios ProMéxico 15
photo archive
Mexicans will enjoy legal certainty in the use of electronic
tools such as e-signatures, e-invoicing and individual medical
and educational records.
Greater institutionalization and coordination between actors
(both private and public, on all three levels of government)
participating in the ICT and telecommunications sectors
will have helped consolidate the country’s digital policy.
To achieve all that, six objectives have been established, along with
23 lines of action and 77 specific strategies, the ultimate goal being to
draw up an agenda of coordinated actions that exploit the benefits of
ICT, with a view to building a fairer, more prosperous Mexico. Agenda
Digital.mx calls on all actors involved to promote this invaluable tool
of the 21st century that points us in the direction of equality and progress:
technology applied to information and communications. n
in 2011, Mexico had 13 million
fixed broadband accesses
and 7.8 million mobile
broadband accesses, while
the number of Internet
users stood at 40.6 million
–almost twice the 20.6
million reported in 2006
* Head of the Office for the Coordination of the Information and Knowledge
Society, Ministry of Communications and Transportation.

16 Negocios ProMéxico
RENDERFARM
STUDIOS
On Track to Becoming
a Digital Media Agency
In only five years, this Mexican company has made the leap from animation and visual products to
digital media packages sought after on the international market.
____
by antonio vázquez
photo courtesy of renderfarm studios

Negocios ProMéxico 17
Over the past five years, Renderfam Studios has established
itself as a major player in the digital media
world. Animation, visual projects in 2D and 3D and
transmedia are just some of the areas the company is
involved in, says Renderfarm CEO Fausto Cantú.
Back in 1997, Cantú left his job at Softtek, an IT services company,
to start up Renderfarm with a couple of partners. “We saw an
opportunity on the animation market, particularly for render farm
services, and we put up our own money to make it happen. We’ve
since progressed from interactive to digital media products,” he
says, adding that “we have our own render farm, which gives us a
competitive advantage in terms of time and cost, and enables us to
have complete control over all production processes.”
The “farm” he is referring to is a computer system with enormous
processing power. This platform affords Renderfarm Studios
the support it requires at critical moments in the production
of animation and image rendering –the process of generating an
image from a model– in compliance with stringent quality, optimization,
resolution and formatting standards. It is this control over
its productive and creative processes that gives Renderfarm’s animation
a competitive edge in international markets.
Foreign companies are starting to take interest in Renderfarm.
“What the global market demands of a company like Renderfarm
is price, quality and service, which is exactly what we’re offering as
part of our internationalization strategy,” says Cantú.
“We are currently involved in transmedia projects in Canada,
are working with a prestigious company that designs web pages
in England and have cooperation agreements with partners in Poland,
Kosovo and Germany,” he says, adding that “we don’t create
contents yet, but are involved in various animation and visual processes;
we’re approached to make models and participate in parts
of the process.”
Among the services Renderfarm offers its international clients
its added value is to be found in its 360 packages, which include
products ranging from animation to film projects and web pages.
The animated commercials Renderfarm created for Mexico
City’s Electoral Institute (IEDF) are a recent example of the studio’s
work and are currently being aired on television, along with
its commercials in Disney XD for children’s quilts.
Boasting annual growth of between 15% and 20%, Renderfarm
is a “gazelle” of the digital media jungle. “The digital media industry
is exploding in Mexico. The possibilities are endless. The
creative industries are expanding worldwide. Mexico is starting to
participate and, in my opinion, we will excel in the creation of contents,
as opposed to production aspects,” says Cantú, who bases his
predictions not only on the talent and creativity of Mexicans but
also on cultural competitive advantages.
“That is our main weapon in the battle against countries like
India. Other countries view what we do, what we manufacture, as
being of a high standard but we’re trying to carve out new paths.”
Meanwhile, Renderfarm Studios is on the hunt for homegrown
talent and has set up a training program to single out prospective
recruits. “We are also working on a storytellers program and
multiplatform strategies with a view to offering a complete package
with a communications strategy for storytellers, putting us on
track to becoming a digital media agency,” concludes Cantú. n
www.renderfarm.com.mx

18 Negocios ProMéxico
Lemon Films
Quality Productions No Matter Which Genre
Over the last 10 years, one name has crept up time and time again when referring to Mexican
cinema. That name is Lemon Films, a production company that has kept
the box office hits flowing.
____
by omar magaña
On the weekend of its premiere, Salvando al Soldado
Pérez, a film about a Mexican squadron that travels to
a war-stricken Iraq, brought in 12.2 million pesos (one
million usd) and almost 92 million pesos (seven million
usd) at the end of its commercial run.
The film was shown at 161 movie theaters in the US and was released
on DVD and Blue Ray in mid-October 2011. Sales have been
good but Fernando and Billy Rovzar, founders and directors of
Lemon Films, have another ace up their sleeves.
In 2007, the brothers released Kilómetro 31, a horror film directed
by Rigoberto Castañeda based on the Mexican legend of La
Llorona, whose tears transmogrified into box office profits of 120
million pesos (9.5 million usd).
“A few days ago we were taking stock of our overall performance
and we realized that five of the 40 biggest box office hits in the history
of Mexican cinema are ours,” says Fernando. In descending
order, these are: Kilómetro 31 (2007), Salvando al Soldado Pérez
(2011), Matando Cabos (2004), Navidad S.A. (2008) and Sultanes
del Sur (2007).
Without exception, the release of every film has been accompanied
by large scale promotional campaigns in the media and social
networks and special events like the open air exhibition of Navidad
S.A. premiere at Mexico City’s Plaza de la Constitución (Main
Square) attended by hundreds of children.
After participating in the production of Matando Cabos (2003)
at the invitation of screenwriter Tony Dalton. the Rovzar brothers
decided to create Lemon Films. Since then, their mission has been
to produce Mexican films that meet international standards: films
of an outstanding technical standard, regardless of their genre.
That, along with well-defined advertising and distribution
strategies, is the reason for the success of the films they have produced
and directed –Fernando directed Navidad S.A., starring Pedro
Armendáriz Jr.
The Rovzars are convinced that only when a film is technically
seamless is the audience in a position to analyze it and come to the
conclusion that they either love or hate it.“We’re obsessed with
every technical detail of our films; when that has been taken care
of, only then, can the viewer appreciate the story,” says Fernando,
adding that “We’re just as fixated with how our films are distributed.
We want to know every last detail –what the poster, trailer
and campaign are like, we pay attention to the reviews, the sales
channels and where the copies are.”
From a creative standpoint, Lemon Films can be known for
pushing the envelope, taking on screenplays that demand more of

Negocios ProMéxico 19
photos courtesy of lemon films
the producer, complete scripts as opposed to shortened versions,
with over-the-top scenes that pose new challenges and broaden
the horizons of Mexican film.
Talk of over-the-top budgets have also been rife –just over 50
million pesos (four million usd) in the case of Salvando al Soldado
Pérez–but Fernando is adamant it is not excessive by industry
standards and that those resources were efficiently managed. On
that project, a war film that takes place in the middle of the desert,
most of the money went into putting the finishing touches to visual
effects and smoothing out the tiniest of technicalities.
Fernando studied Film in Boston and Billy, Communications
Sciences in San Diego, where he began working as a producer. They
are not ashamed to admit that American movies of the Eighties were
their introduction to the seventh art or that they have taken their
cue on how to finance, make and sell movies from the US industry.
Yet they are very clear about desiring to project an image of
Mexico as a country that produces quality films of every genre.
To date, the brothers have produced a dozen films between them,
ranging from comedy, thrillers and action to children’s movies. As
businessmen, they have minimized the risks and increased the
chances of box office success by diversifying their portfolio with
productions of all sizes and films by acclaimed directors like Natalia
Gil and Juan Carlos Rulfo, with whom Lemon Films collaborated as
a producer on the documentary Carrière, 250 metros (2011).
According to Fernando, “If I have a production company and I
go bust because one of my films doesn’t do so well, I didn’t structure
a production company, I structured a film.” Another aspect of the
business the Rovzars are well versed in is licensing. If a film isn’t as
successful as expected in movie theaters, there are lots of other formats
to ensure it gets where it needs to be over its infinite lifespan.
“Why stop Kilómetro 31 was shown in movie theaters in Japan;
Matando Cabos was sold to Polish television; Amor, dolor y viceversa
was screened in Australia and Eastern Europe and La última
muerte toured seven German cities,” says Fernando.
Recently, the brothers have been sharing their expertise with film
students at Centro University in Mexico City, dedicated to the professionalization
of young people interested in the various branches
of the audiovisual arts, fashion, marketing and advertising.
They strive to infect younger generations in their drive to foster
a creative industry in Mexico, get ideas circulating and implement
well thought out plans for the procurement of sponsorship and financing
to see them through to a successful conclusion. n
www.lemonfilms.com

20 Negocios ProMéxico
World Class
Means a
BRIGHT FUTURE
Located in Baja California, Skyworks Solutions has been manufacturing integrated circuits since
1969. Over the years, the company has made significant investments in technology, facilities
and state-of-the-art equipment, yielding a world-class Mexican operation based on advanced
processes and a highly-skilled workforce of 2,500.
____
by graeme stewart
photo archive
Skyworks Solutions Inc. is an
innovator of high-reliability
analog and mixed-signal semiconductors
based in Mexicali,
state capital of Baja California, supplying
a broad range of end markets such as
automotive, broadband, cellular infrastructure,
energy management, industrial,
medical, and mobile handset applications,
to name just a few.
Headquartered in Woburn, Massachusetts,
in the US, Skyworks is present
worldwide with engineering, manufacturing,
sales and service facilities throughout
Asia, Europe and North America. Skyworks’
Mexicali facility is part of that success
story.
Today, Skyworks Solutions de México
continues to play an integral role in the
production and delivery of analog and
mixed-signal semiconductors, providing
assembly, test and finishing services for
over 600 different products serving customers
worldwide.
The company is clearly an innovative,
major employer in Mexicali and also one
that takes its position in the community
seriously, a social responsibility not taken
lightly by Jae Chul Nam, or JC as he is
known, Vice President of Skyworks Solutions
de México.
JC told Negocios: “Quite simply, it is
our vision to become the best supplier of
assembly, test and services in the world.
And our mission is equally as simple –to be
cost-competitive, reliable, innovative process
and service provider by continuous
improvement in Key Performance Indices.”
To achieve these lofty goals Skyworks Solutions
has adopted equally excellent values
such as high standard of life for its employees,
integrity in all its professional dealings,
continuous improvement of product quality,
a sense of urgency and teamwork.
Through these values, JC says that Skyworks
Solutions attains its objectives of
maintaining a clean and positive work environment,
improved production indices,
the production of high quality products,
providing customer satisfaction and continuously
implementing a strict cost-control
procedure.
The excellent performance of Skyworks
Solutions has led to the company being
awarded Certifications in ISO 9001, ISO
TS 16949, Class O ESD ANSI/ESD S.20.20,
Great Place to Work 2011 and the BC Quality
and Competitiveness Award.
JC has no doubt that the advantages of
working in Mexico have contributed greatly
to Skyworks Solutions’ success and he
listed those advantages as: strong partnerships
with local universities and technical
schools; support from local government for
business; skilled population with competitive
labor costs and proximity to other corporate
offices of Skyworks Solutions, enabling
faster responses for its customers.
According to JC, “We have been lucky
in that we have always had a local government
that is interested in helping out businesses
–which has been invaluable. And

Negocios ProMéxico 21
Skyworks Solutions:
• Produces approximately
four million units of
finished goods daily
• Delivers assembly and test
yields of over 98%
• Operates with world-class
cycle times
• Ships directly to a
worldwide customer base
we are always topping up our skilled workforce
with new recruits from local universities
and technical schools, with whom
we have a fantastic relationship. There has
never been a moment when we have regretted
setting up operations in Mexicali.”
But Skyworks Solutions did not become
such an important company in Mexico
overnight. JC knows that he and his team
have to keep innovating or lose out on a demanding
global market.
“Some analysts estimate that worldwide
shipments of smartphones will
reach one billion by 2015 and tablets will
surpass 125 million units. Customers are
demanding shorter manufacture cycles on
new products and we work hard to comply
with those requests. The number of
new products released is based on many
factors but we do our best to win in all of
them. In fact, we have been releasing a
new product every six months and that is
the standard we have to maintain to stay
ahead in this market,” he says.
To that end, Skyworks Solutions plays
an integral role in the production and
delivery of analog, mixed-signal and RF
semiconductors for mobile communications
applications. It is responsible for the
assembly, functional test and shipment of
over 500 different products to customers
in America, Asia and Europe that address
“Quite simply, it is our
vision to become the
best supplier of
assembly, test and
services in the world.”
a wide variety of applications ranging
from mobile phones and personal computers
to medical, industrial and automotive,
among others.
JC adds: “We strive for the lowest cost,
best quality and best on-time delivery
to our customers and we always aim to
achieve 100% customer satisfaction. Perhaps
that is the secret of our success in a
nutshell. But we don’t take it for granted
and we have created several development
centers and processes to achieve our goal
of continuous improvement. These include
the recently launched Scientific Summer
program where PhDs from Mexican universities
work side by side with Skyworks
engineers to develop innovative manufacturing
capabilities.”
“Looking forward, we see a bright future
for Skyworks and its operations in Mexicali
as consumers’ demand for mobile connectivity
continues to increase and a growing
number of platforms become wirelessly
enabled,” he adds.
So with innovation, a highly-skilled
Mexican workforce and the backing of a
business-friendly government, the sky is
undoubtedly the limit for Skyworks Solutions
in Mexicali. n
www.skyworks.com

22 Negocios ProMéxico
Mexico:
IT Just
Makes Sense
Over the last years, Mexican economy has steadily grown, despite international
downturns and financial crisis. IT industry is one of the productive sectors that
has allowed the country to mantain this growth stability. Aware of the relevance
of fostering its IT industry by maximizing the advantages the country offers to
the development of this strategic sector, Mexico is taking steps to become an
innovation-based economy.
____
by guillermo rodríguez abitia*
photos archive

Negocios ProMéxico 23
Mexico is the gateway to the largest
IT consumer in the world (the US),
but is also close to Europe and Asia.
This provides an opportunity to have
a near-shore outsourcing strategy
that allows cost reductions
between 30% and 55%
Information technology (IT) is present in every-day life, ever
important and evident. People use technology to procure
empowerment in their lives. Technological empowerment
comes in many ways, such as improved communication,
timely and filtered information access, and efficient data storage,
among others. Organizations rely on IT to gain competitiveness by
generating new channels, determining new products that address
specific needs of certain customers, gaining market intelligence,
and adding value to their services through massive personalization.
Furthermore, innovation-based competition has become the
main option to survive in highly aggressive competitive environments.
Market opportunities arise with the need to rationalize and
leverage the benefits from IT usage.
At macro-economic level, the impact of IT as enabler of empowerment
is not disputed. Many national initiatives foster the
implementation and deployment of IT to address specific empowerment
needs, some oriented to social programs, and others to increase
business productivity and competitiveness.
The world as we know it, is reinvented as people become more
familiar with IT, and rely on it for everyday needs at home, school,
office and beyond. Social networks, augmented reality, and ubiquitous
computing are only some examples of highly pervasive technologies
that are changing the rules in a networked society.
Organizations need to be alert, respond quickly and appropriately
to the new dynamics of the market. Agility and innovation
become imperatives to add value and offer winning strategies that
create clear differentiators. This is a very significant departure
from traditional use of IT to foster efficiency and economies of
scale in organizations. It represents a change in paradigm, towards
a knowledge-based, intellectual capital oriented market.
The IT industry in Mexico
Mexico has maintained macro-economic stability and growth for
many years, being able to withstand the negative effects of generalized
crisis. During 2012, despite the crisis in Europe, and the limited
growth expected in the US, Mexico keeps a steady growth rate.
In its last edition of the Global Competitiveness Report, the
World Economic Forum identifies Mexico in a transition from an
efficiency-based economy to an innovation-based country. The report
sheds light on Mexico’s main advantages, including its macroeconomic
stability, the improved conditions for entrepreneurship,
and the size of its market.

24 Negocios ProMéxico
Growth in Mexico is even greater when the IT industry is
looked at independently. The Mexican Association of Information
Technology Industry (AMITI, according to its Spanish acronym),
reports the value of the IT services market has doubled during
the past six years. There is an estimated growth of 10% per year,
between 2011 and 2015, based on a study made by the consulting
firm Select. This is due to a growing demand in IT services by small
and medium-size businesses, which account for almost 90% of the
nation’s companies. When looking closely at the Internet phenomenon
in Mexico, in 2009 the number of users amounted to 30 million.
Also, about two thirds of adult users have a job.
A matter of talent
Fostering the IT industry requires development of demand and
supply; there have been actions intended to achieve such objectives.
These actions need to rely on the ability of Mexicans to work
together in a virtuous alliance among three important sectors:
industry, government, and academy. The main enabler of development
is talent, and it has to be created and nurtured.
One great initiative for IT talent is the program called Mexico First.
This program is a joint strategy by the Mexican Government and the
World Bank, that aims to benefit 12,000 people per year by funding
international recognized IT and English certifications, that allow to
foster competence creation in the Mexican workforce. This program
is operated in alliance with AMITI, the Mexican Electronics, Telecommunications
and Information Technologies Industries Chamber
(CANIETI) and the National Association of IT Higher Education
Institutions (ANIEI).
These actors also participate, along with other industry and
government organizations, in a project that fosters the alignment
of academic programs with IT professionals’ needs. This program
is funded by the Inter-American Development Bank, and is
an unprecedented effort of collaboration among sectors. It provides
a parallel curriculum that enables certifications on certain
key IT roles. It also brings together certification and accreditation
systems to constitute a nationwide database of IT talent,
based on specific competencies, and capable of mapping them to
all regions of the country. The information obtained by the Human
Capital Intelligent System, will be very valuable for skilled
labor and investment decisions. It will also provide a value differentiator
to a country that has more graduated engineers per
year than those in the US.
Leverage that makes sense
Investing in IT in Mexico relies on the talent availability and on
the correct identification of niches. The country has many thriving

Negocios ProMéxico 25
In its last edition
of the Global
Competitiveness
Report, the World
Economic Forum
identifies Mexico in
a transition from
an efficiency-based
economy to an
innovation-based
country
and growing industries that make up a great proportion of its GDP.
It makes sense that the development of the IT industry is parallel
with the leverage development of other industries that are key for
the nation’s improvement. Some of these industries are pillars for
the Mexican nation: energy, mining and tourism. However, there are
newcomers that are flourishing rapidly, like the aeronautical industry,
gaining on the experience and knowledge of the long-established
automotive industry. All these industries require moving beyond
manufacturing or service provision, into a value-added innovationbased
competition. IT can enable this, and the IT industry may specialize
and establish a differentiator to other regions of the world
where conditions are not that easily set.
A study by Gartner indicates that Mexico has already positioned
itself as a big player in IT services exports. It ranks fourth in this
arena, together with Business Process Outsourcing (BPO), only
preceded by India, the Philippines and China. One of the major advantages
promoting this phenomenon is the strategic geographic
location, Mexico is the gateway to the largest IT consumer in the
world (the US), but is also close to European and Asian economies.
This provides an opportunity to have a near-shore outsourcing
strategy that allows cost reductions between 30% and 55% in
back-office and call center activities, software design, and web and
multimedia services, according to the firm KPMG. The size of the
Mexican market and its supply of IT talent, provide other great
advantages for such ventures. For example, the digital animation
industry has had an accelerated growth in the past few years, providing
a particularly attractive niche of opportunity for investors.
What’s next
Industry and academy actors have promoted the creation of a Mexican
Digital Agenda, to place IT as a main enabler of economic and
social development. This agenda includes several aspects of impact
that will bring along a great increase in IT supply and demand, thus
creating opportunities for investors. Also, it is becoming more and
more common to find technology business clusters and parks, associated
to universities and research centers. These business collaboration
schemes will contribute to build a highly positioned
competitive edge in the Mexican IT industry that should withstand
economic fluctuations, along with the macro-economic stability
of the country. This will, undoubtedly, contribute to a transition of
Mexico to an innovation-based economy. n
* Director of Research, Development and Innovation at the National Autonomous
University of Mexico’s (UNAM), General Direction of Information and
Communication Technologies. Former president and founder of the Latin
American and Caribbean Association for Information Systems (LACAIS).

26 Negocios ProMéxico

Negocios ProMéxico 27
Mexico and
Information
TechnologieS
ICT is a driving force of the Mexican economy; it generates economic benefits as an industry
in its own right and fosters the development of other productive sectors,
while boosting competitiveness.
____
by maría cristina rosas*
photos archive
Information and Communications Technology (ICT) is an
acronym for systems which receive, handle and process
information and that facilitate communications between
two or more parties. As such, it has a wider scope than
telecommunications and computers, due to its basic operational
principal which relies on connectivity with other media via a
network. It also has a wider reach than broadcast media such
as television and radio, because it not only serves as a source of
information but also allows for interactive communications. The
merging of these technologies has tended toward the fusing of three
separate technological paths –IT solutions, broadcast media and
telecommunications– into a single system that the Organisation
for Economic Cooperation and Development (OECD) has dubbed
with the term “network of networks.”
ICT has created many opportunities for developing nations. An
industry that generates economic benefits in its own right but that
also has a competitive edge: its applications extend to areas like
health, politics, public administration, education and research,
cultural, social and even religious activities.
In recent years, ICT has become the backbone of the global
information economy, giving rise to the so-called “information
society.” As such, the development of the industry is essential to
achieve competitiveness.
Indeed, Mexico’s improved competitive character can be largely
attributed to ICT. Other factors include less red tape associated
with the creation of new companies, which, in turn, makes for a
more efficient financial system and greater confidence in the banking
system. Furthermore, Mexico maintains macro-economic stability
indicators, which place it in a privileged position in light of
the recent global economic recession.
ICT is listed as a priority in Mexico’s National Science and
Technology Plan. The National Council of Science and Technology
(CONACYT) is the main source of financing in this area and
research is conducted by public and private universities and government
research centers. Of the total amount of patents issued
in Mexico, close to 10% are ICT-related. By the same token, approximately
15% of Mexico’s researchers are currently working
on ICT-related projects.
The Mexican government has three ICT priorities:
The development of the software industry
The creation of digital supply chains
e-governance
In order to foster the development of the software industry,
in 2004 the Ministry of Economy introduced PROSOFT, a program
that offers assistance in the areas of ICT services, Business
Process Outsourcing (BPO), contact and call centers, embedded

28 Negocios ProMéxico
software, on-demand multimedia and video games, business intelligence,
information security and educational software representing
areas with the highest potential. This sector is estimated to
post an annual average growth of 10% by 2014, supported by R&D
groups focused on the global market.
ICT is strategic to the development and implementation of
state-of-the-art information and communications systems to fight
organized crime. One example of that is Plataforma México, designed
to improve organization in the area of public safety.
In Mexico, three areas of opportunity have been singled out:
Radio Frequency Identification (RFID)
Mobile applications
Outsourcing of business processes (application develop
ment)
Meanwhile, the academic community has ICT researchers
working in practically every field, although the most popular are:
Artificial intelligence
Networks
Security and computer forensics
Open sourcing
Wireless communications
Bioinformatics
Grid computing
Software engineering
Visual computing and computer graphics
e-science
Embedded systems
Other actors have invested in the development of the ICT industry
such as: the National Association of IT Higher Educational
Institutions (ANIEI); Mexican Association of Information Technology
Industry (AMITI); University Corporation for the Development
of the Internet (CUDI); Regional Fund for Digital Innovation
in Latin America and the Caribbean (FRIDA); National Science
Foundation and companies like Cisco Systems, Sun Microsystems,
Microsoft, Hewlett-Packard, IBM, Intel and Google, as well
as those offering financing, research opportunities and training or
that donate equipment and/or software.
MexicoIT seeks to position Mexico as an IT service supplier and
attract investors, enjoys the support of both the public and private
sectors. By the end of 2007, there were seven states and 16 companies
participating in the program. The goal is to bring more states
on board –many of which have ICT clusters and have expressed an

Negocios ProMéxico 29
interest in joining the program– and reach out to exporters with a
view to creating an extensive network of service providers.
Intended to help companies with export capacity market
their ICT services abroad –namely on the US market, which is
the world’s largest consumer of ICT services– MexicoIT acts as a
platform where members can offer and seek investment. Another
objective of the program is to improve the investment grade
granted by industry analysts, who evaluate the country in terms
of human capital, infrastructure, company types and services.
Members also stand to gain experience and have access to specialized
information on the sector, its characteristics, requirements
and opportunities.
According to the 2011 Information Society Indicator published
by the IESE Center for Enterprise in Latin America (CELA), Mexico
maintained its position as the world’s fourth most important
supplier of ICT services, coming in ahead of Brazil and Colombia
on a 3.1% annual increase compared to the previous year.
In addition to leading imports of ICT goods to a per capita annual
spending of 569 usd, Mexico was the country that reported
the highest growth in Internet users in 2011 –294 users per thousand,
up five million from 2010.
The Mexican government has come up with a development
strategy to share these breakthroughs with the rest of the economy
via a “development portal.” Financing programs and tax incentives
are also available, as well as encouragement to join the
program and sector.
Strong, steadily increasing demand along with competitive
advantages in terms of costs and skilled labor, and a public sector
eager to support expansion are just some of the factors powering
the development of Mexico’s ICT industry. Gearing up to exploit
these opportunities to the full are companies like the regional
cell phone giant América Móvil, which estimates that in two or
three years’ time, wireless Internet services will account for one
fourth of its revenues and is currently structuring its business
plans accordingly.
As things stand, we can look forward to radical changes in the size
and composition of Mexico’s ICT industry, which is developing in
leaps and bounds, creating investment opportunities on-the-go. n
*Professor and researcher in the Political and Social Sciences Faculty, National
Autonomous University of Mexico (UNAM).

30 Negocios ProMéxico
Mexico’s ICT
Industry
Elicits
Optimism
A leading regional provider of ict services and solutions, Mexico rates among the world’s top
exporters in a highly profitable industry that enjoys the backing of the country’s private, public
and academic sectors and that has played a decisive role in boosting the competitiveness and
efficiency of other productive sectors of the domestic economy.
____
by omar magaña
photos archive

Negocios ProMéxico 31
Modesty is quickly left aside when the actors in
Mexico’s information and communications technologies
(ICT) sector are asked about their prospects
and to outline short-term goals.
Ranked the fourth-largest global exporter of ICT services and
widely considered the region’s number one competitor, capable
of taking on the three Asian giants –India, China and the Philippines–
Mexico has officially entered a highly contested technological
race and is churning out qualified university graduates to
meet that demand.
“In 2000, government, industry and academic experts acknowledged
the need for special policies in support of the sector that
would give a boost to other sectors. Their recommendations came to
fruition in 2002, with Prosoft,” says Rogelio Garza Garza, national
director of the Mexican Electronics, Telecommunications and Information
Technologies Industries Chamber (CANIETI).
Initially created to promote the development of the software
industry, the Prosoft program implemented in 2004 has since
evolved into Prosoft 2.0, which aims to promote the development
of the it services sector and generate annual capital of 5 billion
usd from software manufacturing, while netting young talent,
fostering the creation of small and medium ICT companies and
encouraging other small companies to adopt technology to optimize
their productive processes.
By the same token, programs like MexicoIT and Mexico First
aim to promote Mexico abroad as a competitive software producer
and an unparalleled destination on the American continent for
the business process outsourcing of global companies seeking
greater proximity to the world’s largest economy –the US– from
a region that has paved the way for foreign investment with telecommunications
infrastructure, tax incentives and ICT-certified
bilingual human capital.
Nearshore Attraction. Latin America, An Attractive Global
Outsourcing Destination, a study published in 2009 by the audit
and tax consultancy firm KPMG International, underscores
the clout Latin America has acquired since the 2008 financial
crisis as an ideal location for the setting up of it offices to serve
the US. Factors such as geographical proximity, cultural ties,
compatible time zones and the absence of language barriers all
contributed to this opinion.
According to the study, the countries best prepared to render
such services are Chile, Colombia, Uruguay, Costa Rica, Panama,
Brazil and Mexico, although these present tangible differences as
regards the tax incentives they offer to foreign investors, the size
and language skills of their workforce, red tape, legal obstacles
and political stability.
KPMG recommends that the region’s governments promote
bilingual education, provide greater financial assistance for pre-

32 Negocios ProMéxico
investment studies, tax exemptions on the acquisition of assets for
the export of services and subsidies for technological innovation,
as well as taking steps to revert any possible negative perceptions
associated with foreign investment.
In the specific case of Mexico, all its major cities have solid telecommunications
infrastructure, while unique advantages –a large,
bilingual workforce, geographical proximity to the US, participation
in NAFTA and government initiatives like the Prosoft program–
have contributed to the country’s sustained growth as a producer
and exporter of ICT services over the last decade. “The ICT sector
is on the up and up. In the years to come, we can expect sustained
growth in the two-digit region. Sub-sectors like video games, multimedia
and data centers will also pick up,” says Garza Garza.
The figures back his projections: in 2002, exports of IT services
generated revenues of 100 million usd. Today, that figure
stands at 4.94 billion usd, due primarily to a “proliferation of
Mexican companies offering back-office, call, data and contact
center services,” positioning the country as the fourth largest exporter
of such services worldwide.
To the extent that Mexico has penetrated the export market for
ICT services, the number of certified companies has risen from
20 operating in Mexico with international certification in 2002
to 400 boasting certification under the Mexican Standard for the
Improvement and Evaluation of Systems Development and Maintenance
Processes and Software Products (MOPROSOFT) and international
standards, such as Capability Maturity Model Integration
(CMMI) and the various iso quality standards.
Mexico’s ICT market is currently valued at 16 billion usd. Of
the 3,200 companies that comprise it, between 20 and 25 are
multinationals, 50 or so are medium companies and the rest are
small enterprises specializing in systems integration and the development
of custom software. Even more encouraging is annual
growth averaging 13%, according to data furnished by the Mexican
Association of Information Technology Industry (AMITI).
In its study on the competitiveness of it clusters, the Ministry
of Economy identified 23 business associations linked to the
ICT sector, the majority of which are based in Aguascalientes,
Baja California, Coahuila, Colima, Guanajuato, Jalisco, Michoacán,
Morelos, Nuevo León, Oaxaca, Puebla, Querétaro, Sinaloa,
Sonora, Tabasco, Tamaulipas, Tlaxcala, Veracruz, Yucatán and
Mexico City.
Some of these clusters have as many as 700 companies and
are deemed ideal incubators for fledgling enterprises, which can
reach maturity in a more sheltered environment by means of cooperation
and internal competition, before taking on the global
market.
Business organizations operating in the ICT sector have encouraged
their members to seek CMMI and MOPROSOFT certification.
More importantly, they provide jobs for the graduates universities
are producing to meet the demands of a growing industry.
“Mexico produces a substantial number of graduates in ITrelated
careers. According to the latest figures released by the
Ministry of Economy, 90,000 students graduate on all levels (annually),”
says AMITI Director General Javier Allard.

Negocios ProMéxico 33
The Mexico First initiative streams part of this talent toward
certification by Microsoft, Oracle, Cisco, SAP and other such companies,
helping them get their foot on the first rung of the corporate
ladder in ICT-related jobs that can range from consulting to
software architecture.
Another factor that has contributed to the consolidation of
Mexico’s it industry is that this is a versatile, highly diversified
sector whose benefits extend to practically all other productive
sectors of the economy. “It’s a horizontal cross-industry that improves
the productivity and competitiveness of other sectors,”
says Garza Garza.
Behind the modernization of the public sector, it is hard at work
connecting civil society and government via the Internet; digitalizing
birth and death certificates and systematizing the services of
public health institutions. The challenge now is to encourage more
small and medium companies to adopt the technology.
“The idea of the modern company is to focus efforts on core
business, whether it’s making beer or shoes, and let an expert take
care of the it side,” says Allard.
AMITI and CANIETI –two of the main advocates of the socalled
National Digital Agenda– are both confident that competitiveness
will increase to the extent that small and medium
companies –which make up 90% of the country’s productive
plant– decide to join the race, in accordance with their needs and
possibilities.
Meanwhile, the storage and other possibilities opened up by
cloud computing –the latest fashion in the computer industry– is
Mexico is Ranked the
fourth-largest global
exporter of ICT services
and widely considered
the region’s number one
competitor
making reliable databases accessible to small enterprises eager to
systematize their administrative, productive and staffing processes.
When trying to convince small and medium companies to come
on board, experts argue that these tools save time and money, not
to mention making it possible for a local company to reach out to
the global marketplace in real time.
Other tools at the disposal of small and medium companies
include IP telephony, which offers better rates on long distance
and international calls made over the Internet, Customer Relationship
Management (CRM) software for the storage of detailed
customer profiles, remote working systems and e-commerce
mechanisms.
In a sector that is garnering ever greater support, business opportunities
abound both in the development of it solutions and
services and their sale on a domestic market that looks set to continue
expanding in the short to medium term. n

34 Negocios ProMéxico
TCS & Mexico
A Perfect Fit
Tata Consultancy Services (TCS), a company of Tata Group, India’s largest industrial conglomerate with
97 companies, has been present in Mexico for the past nine years. Now the South Asian giant intends to
more than double its Mexican workforce to reach 5,000 employees within the next four years.
____
by graeme stewart
photo courtesy of tcs

Negocios ProMéxico 35
If any proof were needed to claim that Mexico is a top
destination for foreign investment, one needs to look no
further than the success story that is TCS who set up shop
in the country nine years ago.
It was a partnership that went hand-in-glove, with Tata
descending on Mexico like an army of marauding Moghuls,
eagerly snapping up fresh IT talent from Mexican universities
and growing at a fantastic rate until today, when they
employ 2,000 people.
But Tata didn’t become India’s largest company by sitting
back and admiring its work and now the company’s latest
four-year plan for Mexico intends to more than double
its workforce to reach 5,000 employees.
By any standards, this is an incredible achievement from a
company that showed faith in Mexico when,
instead, it could have easily remained within
the borders of India, a country with a huge
and still expanding IT industry.
TCS provides services such as IT infrastructure,
enterprise solutions, consulting, business process outsourcing,
business intelligence, engineering and industrial services.
The company offers a consulting-led, integrated portfolio of IT
and enabled services supplied through a unique Global Network
Delivery Model, recognized as the benchmark of excellence in
software development.
For clients with global presence, TCS provides equipment in
more than one continent and works from different countries. The
company operates in 42 countries and has a staff of 143,000 IT consultants.
That allows TCS to guarantee service 24/7, all year round.
Its success can be seen by its trading figures. By 2005, the company
had sales for 22 billion usd, the equivalent to 2.8% of India’s
GDP. In 2007 it reached a consolidated income of 5.7 billion usd,
which in 2008 increased to 6 billion usd.
At the end of 2001, TCS started its expansion into Latin America.
Its first development center opened in Uruguay in 2002 followed
by a second one in Guadalajara, Mexico, in 2003.
TCS became the first Indian IT company with a presence in Mexico
and the first to establish a development center in the country.
Now, the company has two development centers, in Guadalajara and
Querétaro, and offices in Mexico City, Monterrey and Querétaro.
“Mexico’s financial relevance in Latin America, as well as its
location and talent, make it an important point in our global strategy,”
said Ankur Prakash, COO of TCS Mexico. The country’s geographic
location allows the company to provide immediate service
to North American countries. Even more, Mexico has a highly
qualified workforce.
From Mexico, TCS offers business solutions, outsourcing, consulting,
and IT services to global clients in sectors like government,
financial services, telecommunications, retail and
manufacturing, media, entertainment and transportation.
Among its clients are banks like Santander, Banamex,
IXE, government agencies such as the Mexican Institute
of Social Security (IMSS), phone companies like Alestra
(AT&T), América Móvil and many others. Mexico is also a
strategic business center for countries in Central America
and The Caribbean, where the company offers its services to
numerous clients. Prakash explains that Mexico and the rest
of Latin America was part of Tata’s global strategy, which is
why the company refused to be confined to India’s territory.
“Latin America is an important piece of our global
strategy puzzle and Mexico plays a very important role.
We have had a presence in the country since 2003. Before
then we conducted our business in Latin
America through the US. Since 2002, we
have set up local offices throughout the
region, serving local companies and foreign
companies that have set up shop in
Latin America. Mexico has the largest population of the Spanish-speaking
countries in Latin America and is an enormously
attractive market for Tata,” he says.
Tata has found in Mexico a key partner for its global business
strategy. “Mexico’s close proximity to the US, NAFTA and time
zones are a preferable by-product for us, but the real reason we
have a presence in the country is because of its importance in our
global strategy. Mexico is an important market with top class IT
professionals. We conducted due diligence and found Mexico to be
the number one country for us among the Spanish-speaking countries
of Latin America,” says Prakash.
“The knack is in finding the right talent and incorporating it
into our projects. Every person employed by Tata can rise to the
highest level of our organization. There is an affluence of supply
in Mexico and we recruit people who just graduated of university
and train them for six months before they start working. We
have been extremely satisfied with our recruitment standard in
Mexico,” he continues.
On TCS’s future plans for Mexico, Prakash adds: “What we
are looking for in the next three to four years is to expand our
workforce in the country from 2,000 to 5,000 employees and up
to 20,000 throughout Latin America. It is impossible to plan beyond
that because three to four years is a very long time in the
IT business. But we intend to keep satisfying our customers and
keep on growing.”
TCS is living and expanding proof of the wisdom that comes
from investing in Mexico. n
www.tcs.com

36 Negocios ProMéxico
Near IT
Services
Technology that Makes Visits
to the Doctor Less Painful
Near IT Services has developed IT solutions to improve the efficiency of medical care and
procedures. Its applications are being adopted worldwide, mainly in the health service sector.
____
by sandra roblágui
photos courtesy of near it services

Negocios ProMéxico 37
A
doctor suspects his patient of
having appendicitis and types
out an ultrasound order on
his computer. He has barely
pressed [enter] when the head of image receives
it. The patient has to wait no longer
than 15 minutes and when the results are
ready, they appear on the doctor’s computer
screen, even before the patient has
exited to the doctor’s office. The doctor
then proceeds to issue an order for emergency
abdominal surgery, which is received
in real time by the surgeons.
This is one example of what DigiMed, an
application that puts technology at the service
of human wellbeing, can do, and a mere
sampling of what Near IT Services has to offer.
Founded in Monterrey, Nuevo León, in
just a decade the company has consolidated
its position in Mexico and other parts of the
world as a leader in software to improve the
efficiency of medical procedures such as the
handling of patient records, imaging, pathology
and lab results, among others.
Founder, partner and current technology
director of Near IT Services, Alfonso
Molina, designed the DigiMed software
himself in 2002. As soon as he’d finished
working on his application, he made an
appointment with the directors of a hospital
in Monterrey. Little did he know he
would leave that first meeting with a sale
that was to determine the future of his
fledgling enterprise.
What advantages does this new software
offer “It’s integrated with medical
procedure management systems. It controls
schedules, receives, handles and distributes
images, lab and pathology results,
thereby reducing transcription errors and
preventing their loss or misplacement. It
integrates all results on patient records
and uses indicators and statistics to assess
the quality of the processes that come into
play. In short, it drastically improves patient
care,” says Molina.
Near IT Services’ first customer benefited
from an 80%-reduction in spending on x-ray
prints –the main expense incurred by medium
and large hospitals– and, as happens with
virtual libraries, record storage space was
freed up and converted into a service area.
The news spread like wildfire in medical
circles and the company that started out
with two software developers –its original
partners– now has a staff of 25 providing
solutions for five large hospitals and a number
of Health Department labs that attend
to just under half of Mexico’s population.
After this, the next logical step for Near
IT Services was to go global, which meant
adjusting to international standards and
protocols – namely those of the US.
Once again, with encouraging results, a
New York-based corporation recently hired
the company to design software to manage
the records of 100,000 patients in five countries
–Bolivia, Nicaragua, Argentina, Peru
and Mexico– between now and 2013. Near
IT Services plans to open offices in Germany
to serve customers in Europe. And this is just
in the area of DigiMed applications.
Other services include QDB, an Internetbased
platform for the development of IT
management software. According to Molina,
because it expedites the generation of data
without the need for an engineer to type in
codes in a programming language, “someone
with very little training can come up with solutions
almost anywhere in the world.”
Customers who have devised solutions
can then lease them out, doing away with
the need to purchase licenses and creating
a win-win situation for all parties involved.
Just recently, Near IT Services launched
CAD & Staffing, to offer IT solutions scaled
down that meet the needs of small and micro
companies.
So why would a prospective client
choose Near IT Services over global companies
offering similar services Geographically
speaking, Mexico is well positioned.
Monterrey is just a stone’s throw
from the US and we are well connected to
the rest of the world. Plus “we have a very
creative, capable” team of software developers,
says Molina.
Additionally, Mexico’s software boom
has created solutions that are applied all
over the world. “The more we explore other
countries, the more we realize we speak the
same language as developers, say, in the US
and Germany.” And for Near IT Services,
speaking the same language means being
able to help its customers provide services
that are not only more efficient, but also
more humane. n
www.nearitservices.com

38 Negocios ProMéxico
NEORIS
IT Without
Borders
In the current globalized world, the IT industry constitutes a great source of innovation.
Neoris is a Mexican company that knows no boundaries and has concrete goals for the future.
____
by gustavo aréchiga
photos archive

Negocios ProMéxico 39
A
Mexican cement company spawns an IT company
which then moves its offices to Miami and then takes
on the rest of the world. That, in short, is the story of
Neoris.
In the Nineties, a company known as Cemtec derived from the
Systems Department of Cemex, a Mexican cement company that
redefined its corporate structure the “Cemex Way” –a philosophy
Cemtec was central to.
Cemtec evolved into Neoris and what began as an operation
targeting the Mexican market soon began offering its services to
Caribbean-based companies.
At the turn of the century, the company moved its headquarters
from Monterrey, Nuevo León, to Miami, Florida. “From then
on,” says Neoris CEO Claudio Muruzábal, “we were able to expand
globally and achieve an interesting market position in a short
time.” Today, Neoris is a widely respected Mexican enterprise specialized
in IT services.
According to the CEO, “A transformation has taken place within
Mexico that has indubitably given the industry impetus and
conferred on us a more relevant, influential role. This impetus
can be attributed to the growing numbers of engineers graduating
from Mexican universities in recent years, due largely to an ample
choice of academic options and the boom in engineering careers,
as well as the opening up of incentives for new companies, both
Mexican and foreign, to set up shop here.”
Muruzábal brings global leadership to Neoris, backed by 20
years’ experience at the helm of world-class service companies.
Before joining the ranks of Neoris, he positioned NCR/Teradata as
a leader in its field on the Latin American market. And his vision is
no less ambitious in the case of Neoris. In a world where borders
are rapidly disappearing, the two pillars the company rests on are
product innovation and flexible solutions that are compatible with
the customer’s needs.
“Practical visionaries,” he says “is a description of our brand
that has a lot to do with the type of company we are. Generally
speaking, we focus on new technologies and concepts that drive
home the fact we are visionaries, in the sense that we offer technologies
other companies our size are barely starting to develop.”
Not so long ago, India was viewed as the world’s leading IT services
supplier but in recent years, larger corporations have been
looking to Latin America. Demand is now split between the two.
“The IT market will continue to expand in Mexico. The sector is
expected to experience growth rates of between one and 2% of GDP,
while growing confidence in the industry due to the professionalism
and talent of Mexican developers has thwarted the growth of
the industry in India. Recently, we’ve observed a trend toward an
alternative to India, with Mexico emerging as the new destination.
That can be put down to a change in perception as to the advantages
of working with Mexican companies, which tend to be more in tune
with American culture,” says Muruzábal, noting that “there’s more
to it than proximity and reduced costs. At the end of the day, what
matters are the productivity, commitment and creativity of Mexican
talent, compared to the other alternatives out there.”
Neoris has taken things one step further, offering business consulting
services in specialized areas such as customer relations
and business processes, supply chain management, enterprise
resource planning and project management office, among others.
Neoris is also one of 23 global services partners of SAP AG, the
German market leader in enterprise application software, and the
first of Latin American origin.
Ranked by the International Data Corporation (IDC) as the
leading IT consulting and systems integration company in Mexico
and the second largest in Latin America, Neoris continues to gain
market share in the US and Europe.
Not only does Neoris boast an impressive client portfolio that
includes names like Cemex, Vitro, HEB, Grupo Promax, Peñafiel,
Pemex, Petrobras and Banorte, it also has offices in Mexico City,
a technology campus in Monterrey and a software development
center in Culiacán, Sinaloa, from where it exports its services all
over the world. n
www.neoris.com

40 Negocios ProMéxico
A Small
Enterprise
Headed in
a Specific
Direction

Negocios ProMéxico 41
Nextplat is a small IT company that has spent the last three years
focused on developing and introducing state-of-the-art
technology to the Mexican market.
____
by gustavo aréchiga
“We are an example of how a small company focused on a very
specific niche and using advanced, cutting-edge technology
can have a huge impact on the Mexican market,” says Nextplat
CEO Santiago Gutiérrez Fernández.
Nextplat, a Mexican IT company specializing in security services
for telecommunications and cable television companies,
Internet service providers, large corporations and government
agencies, has been in business for three years but it was six years
ago that it realized the potential for Voice over IP (VoIP) security
platforms.
“When hackers started attacking the switchboards of telecommunications
companies to obstruct their operation or illicitly
channeling calls, we teamed up with Acme Packet –the world
leader in VoIP security platforms with a 52% share of the global
market– to offer security and prevent the substantial losses these
companies were incurring,” says Gutiérrez Fernández.
“We sell and install SBCs (Session Border Controllers), as these
platforms are referred to, and offer our customers technical support.
These are the shields that protect their networks from attacks
on their IP telephony services,” says Gutiérrez Fernández.
Nextplat currently serves some 15 regular customers but is
making rounds into the government and corporate sectors, where
its impact will be significantly greater.
Gutiérrez Fernández is just the man to lead Nextplat into new
terrain. With a Wharton MBA from the University of Pennsylvania
and 30 years’ experience in the telecommunications industry,
he is familiar with the market and knows a business opportunity
when he sees one. During the course of his career, he has held top
level positions at companies like AT&T México and Bestel; and
provided business consulting services for most of the industry’s
key operators in Mexico, the US and Latin America. In addition
to serving as vice president and partner of Booz Allen Hamilton,
a consulting firm where he headed telecommunications and media
practices for Latin America, in March 2011 he was reelected
national president of Mexico’s Mexican Electronics, Telecom-
munications and Information Technologies Industries Chamber
(CANIETI) for 2011-2012.
According to Gutiérrez, “Nextplat has gradually won ground
because we compete with very large global businesses but have
managed to differentiate ourselves through specialization, since
we have a team of engineers focused exclusively on this platform.”
“We are on a par with any other company in the world. In fact,
we have had no difficulty in finding the right talent, people we can
train, who are ready, who learn quickly and can come up with extremely
creative solutions. We have received positive feedback
from our American partners regarding the skills of our employees.”
“Last year, Mexico’s IT industry reported profits of 4.5 billion
usd, when in 2000 it reached 200 million usd,” says Gutiérrez, who
believes “there are huge opportunities to offer.” Software as a Service
(SaaS) –a software delivery model in which software and its
associated data are hosted centrally in an Internet cloud and are
accessed by users via a thin client, web browser.
Not only does this give new meaning to the saying “pie in the
sky” but, according to Gutiérrez, it “opens up an enormous playing
field, a whole new way to operate, render services and market ourselves,
one that has not yet been fully exploited. We are just beginning
to see the results of our initial efforts. Cloud computing will
grow rapidly and will exceed our expectations with the hiring or
utilization of platforms that can be anywhere in the world.”
In keeping with its mission to attract and implement state-ofthe-art
technology in Mexico, a couple of years ago Nextplat introduced
a platform to increase and optimize bandwidth in point–topoint
telecommunications links, whether between two cities, two
companies or two buildings, resulting in increased productivity
and cost savings for businesses.
That is achieved by using highly innovative flow management
technology, invented and patented by Larry Roberts, one of the
creators of the Internet. “This technology is still new in the US and
Asia and we are introducing it here in Mexico, with good results,”
says Gutiérrez. n

42 Negocios ProMéxico
PUEBLA
A Strategic Base
for T- Systems
in Latin America
Since 2006, the German company T-Systems has been allocated in Puebla as a
strategic center for doing business on the Latin American market.
This central Mexican state is ideally located to offer the company’s IT solutions to
customers around the world.
____
by omar magaña
T-Systems, a multinational provider of IT and communications
services, has conquered Latin American
markets from the strategically located state of Puebla in
central Mexico.
A leader in the development of new technologies in Europe, this
German company has recognized Mexico’s competitive potential
in the IT sector, boasting a body of highly trained professionals
that is growing exponentially with each passing year as well as a
strategic location that makes it easy to seize opportunities on the
Latin American market and meet, via nearshore outsourcing, the
needs of global companies that require T-Systems’ services.
T-Systems established a precedent in the Mexican subsidiary
of gedas AG, another German enterprise that used to supply IT,
consulting and SAP implementation services to the Volkswagen
auto manufacturing plant in Cuautlancingo, Puebla.
“Puebla is an ideal location, a well-kept secret with substantial
human resources. From an economic standpoint, conditions in the
state have greatly improved overall in recent years,” says Sergio
Pérez Rolón, vice president of the company’s Systems Integration
operations for Latin America.
Global integration with gedas AG in 2006 allowed T-Systems
to cash in on human capital; much to its advantage the company
will be depending on the same group of experts to expand its client
portfolio in Mexico, the goal being to function as an offshore
rendering quality services on the global market.
“This precedent has been invaluable. We have experienced
senior employees, but expansion has prompted us to bring a lot of
young talent on board,” says Pérez Rolón.
Volkswagen de México –gedas AG’s main customer in the country–
remains an important account but thanks to a policy of fostering
the global expansion of Mexican corporations, T-Systems
México has since welcomed companies like Grupo Modelo, Grupo
Vitro, Comex, Cervecería Cuauhtémoc, Banobras and Grupo
Nemak into its client portfolio. T-Systems also renders services
to multinationals like Shell, Siemens, Philips, Deutsche Post, Mc-
Kesson and Federal Mogul from its Puebla base.
According to Pérez Rolón, “Systems Integration, one of our
business lines, serves some 140,000 users in Mexico and abroad.
The majority –over 100,000– are international companies located
in 23 countries.” T-Systems’ Mexican subsidiary has been especially
competitive in the area of SAP implementation, development,
adaptation and user support, as evidenced by its numerous
certifications and success stories.
A prime example of this is the agreement T-Systems México
entered into with the global automotive supplier Federal Mogul.
Coordination with IT experts at T-Systems México facilitated
the implementation of the SAP system, enabling Federal Mogul to
standardize and bring its business processes in other regions into
line with the criteria of its US headquarters, resulting in a significant
reduction in costs and production times.
In 2011, T-Systems was presented with the SAP Pinnacle Award
in the Run SAP Partner of the Year category in recognition of its
successful collaboration with Federal Mogul and for training 250
employees in Mexico, Brazil, Malaysia, South Africa, Germany and
Slovakia in Run SAP methodology, with extremely positive results.
T-Systems México also boasts a significant number of certifications
such as: ISO 9001–2000, ISO 9001:2008 Quality Management
System, ISO 27001:2005 Information Security Management System
and ISO 14001:2004–BO OHSAS 18001:2007 Environmental
Management System and Health and Safety Management System.
photo courtesy of t-systems

Negocios ProMéxico 43
“Mexico is one of the group’s most profitable subsidiaries. We
have been expanding as a production point, as an offshore operation,”
says Pérez Rolón.
The company’s offices at the Finsa de Cuautlancingo industrial
park in Puebla display global trends on the IT market, where Latin
America is gaining ground as a preferred destination for companies
seeking to internationalize and a strategic hub for the export
of services to economies with greater influence, evening out a
playing field that was monopolized by India just a few years ago.
Wedged between Brazil –one of the region’s leading economies
where T-Systems also operates– and the US, the world’s biggest IT
consumer, the T-Systems team in Puebla enjoys a prime geographical
location, from where it can meet the IT needs of companies like
McKesson, a San Francisco-based health care services provider.
That is one of the reasons large US-based companies are looking
to Mexico to manage their resources and meet their information
storage and processing needs. Not only are costs lower in
Mexico; the country is also a short flight away and inside the same
time zone –advantages other major players in the IT world, like India,
cannot lay claim to.
“The US has come to depend greatly on our services in Mexico.
There is increasing recognition of the fact that India does not
imply huge savings,” says Pérez Rolón, who agrees with the analysts
that Mexico’s competitive edge can be attributed to more
than geographical proximity. Cultural understanding and the
fact that its IT experts speak good English make Mexico the US’
best IT services option.
That is supported by cases like Nemak, which manufactures
aluminum components for the automotive industry. After expanding
in Asia, where it could easily have turned to countries like India
as nearshore outsourcers, Nemak chose to keep the T-Systems
team in Puebla on as its IT manager.
Pérez Rolón’s team –the same one that witnessed the transition
from gedas AG to T-Systems Mexico in 2006– has built up trust
based on its proven experience in the rendering of IT services,
from consulting to case follow-up. And if you add discipline and
the precision of German methodology to the equation, its expansion
is practically assured in Latin America, where T-Systems is
seeking to increase its market share.
“We operate in compliance with global standards set by Germany,”
says Pérez Rolón, who believes that “gives us a very solid
foundation, even when we’d like to do a thousand things that could
potentially lead us down the wrong path.”
T-Systems has two main divisions: Systems Integration, which
focuses on the services side, and another that develops infrastructure
for the financial, manufacturing, automotive and retail sectors.
Its Mexican subsidiary focuses on both these aspects of the business,
where it has garnered the support of global partners like Hitachi, HP,
IBM, Microsoft and SAP, and Mexican companies like Telmex.
With a presence in 20 countries and an estimated annual turnover
of nine billion euros, T-Systems appears to have consolidated
its operations in Mexico at just the right time –a time when the
country is assuming a major role as a technology exporter on the
international arena and when the Mexican government, academics
and the industry are encouraging productive and public service
sectors to introduce new tools and technologies in the interests
of greater competitiveness; tools and technologies T-Systems is
equipped to provide. n
www.t-systems.com.mx

44 Negocios ProMéxico
INFOSYS
Local Confidence to Play Globally
Infosys, one of the world’s leading IT services companies, has found in Mexico the perfect
platform for its business strategy in the Americas. During the past four years, the company has
experienced a rapid growth in the country and today it is confident that Mexico will play a key role
in its expansion plans in Latin America.
____
Ranked among the world’s most innovative companies in
a Forbes survey, leading technology companies in a report
by The Boston Consulting Group and top 10 green
companies in Newsweek’s Green Rankings, Infosys is a
global leader in IT services and consulting, with revenues of more
than 6.8 billion usd.
Infosys pioneered the Global Delivery Model (GDM), which
emerged as a disruptive force in the industry leading to the rise
of offshore outsourcing. The GDM is based on the principle of
taking work to the location where the best talent is available,
where it makes the best economic sense, with the least amount
of acceptable risk.
In line with that model, today, the company has a global footprint
with 64 offices, 68 development centers and over 145,000
employees worldwide.
Infosys provides business and technology consulting, product
engineering, systems integration, custom software development
and business process outsourcing (BPO) services to companies
in over 30 countries. Today, many of the world’s most successful
organizations –many of them Forbes 500 and Global 2000 companies–
rely on Infosys to meet their IT needs.
Among its subsidiaries, Mexico has become a strategic business
platform for Infosys. Mexico, where the company has so far
opened two IT facilities, serves as a nearshore facility for clients in
North America, Latin America and Europe, with services such as
BPO and infrastructure management.
In line with the strategy of Indian outsourcers to deliver services
to customers from locals in nearby time zones as well as offshore
from India, such as Tata Consultancy Services and Wipro, in
2007, Infosys decided to set up operations in Mexico.
“We have decided to set up shop in Mexico to take advantage
of the language skills in the region, its proximity to Canada, the
US and Europe. Many of our clients have operations in Latin
America, which is emerging as a strong market for our service
portfolio,” Infosys CEO S. Gopalakrishnan said when he announced
the company’s plans to establish a subsidiary in Monterrey,
Nuevo León.
“Our clients are exploring opportunities to mitigate risk, while
expanding operations into the burgeoning market. The facility will
help us establish our services in the central time zone, which allows
us to provide better support to clients located across multiple
geographies,” Gopalakrishnan added.

Negocios ProMéxico 45
photo COURTESY OF INFOSYS
Infosys’ subsidiary in Monterrey marked the company’s first
move into Latin America offering its full range of services.
Since 2007, the company’s interests in Mexico have grown significantly.
Just two years after opening its first branch in the country,
the company announced its decision to open a second center in
Mexico, also in the city of Monterrey.
Clearly, Mexico has been a positive experience for Infosys and
the company has new plans for the country.
“We started from zero in Mexico but in just four years the
company has generated more than 700 direct jobs and we expect
to double that figure in the next year,” says Dennis Muzza, Senior
Project Manager at Infosys Mexico. “More than 60% of Infosys
Mexico revenues comes from the company’s exports of IT services,
mainly to the US, but we are seeking to increase our market
share in Latin America, including Mexico” he continues.
“To date, Infosys’ operations in Mexico have been circumscribed
to the Monterrey area. We will be expanding our business
operations in that region but we also seek to increase the
company’s presence in other regions, mainly in the center of the
country,” states Muzza.
But the company’s strategy goes further. Infosys is aiming to address
the growing Latin American market for IT services and due
to its population size, its large graduate pool, its proximity to the
US and the fact that it contains the largest Spanish-speaking population
in the region, Mexico will play a key role in the company’s
expansion plans, as a stepping stone into Latin America.
“We aim to develop our market in Latin America as we enhance
our business relations with clients in the US an Europe,”
says Muzza.
Aside from expanding its regional presence, Infosys is also looking
forward to diversifying its client portfolio. “So far, the financial
sector is our major consumer. In addition to the tailored services
the company offers, Infosys has developed Finacle, a leading core
banking product, located in the upper quadrant in the “Leaders” in
the latest report from Gartner, which currently accounts for 15%
of the banked population worldwide. But we are experiencing significant
growth in sectors such as retail commerce, logistics and
manufacturing,” explains Muzza
Just as Infosys takes pride in building strategic long-term client
relationships –97.4% of the company’s revenues come from existing
customers–, Mexico can take pride of the relationship built
with this global leader in the IT industry. n
www.infosys.com

46 Negocios ProMéxico
Mexico’s
IT INDUSTRY
A Matter of Size
Mexico is the world’s 4th
exporter of IT services,
after China, India and the
Philippines
CANIETI, 2011
In 2011, Mexican IT
industry exported
5 billion USD
CANIETI
Compared to 2010,
Mexican IT Industry
grew 14% in 2011,
with total sales of
17 billion USD
CANIETI
Mexican IT industry
comprises over
2,000 companies
around the country
ProMéxico
Mexican IT Industry Exports
2005-2010, million USD
IT services BP0 Growth compared with the previous year
26%
1,020
1,280
890
14%
2005
1,750
860
2006
2,000
980
2007
2,510
1,230
ND
Source: Ministry of Economy

Negocios ProMéxico 47
Negocios figures
A Matter of Talent
600,000
jobs in the
Mexican
IT industry
MexicoIT
65,000 graduates
from Mexican
universities in
IT-related fields per
year
ProMéxico
This figure is expected to
reach 80,000 to
100,000 in the
next 8 years
ProMéxico
1,800
1,980
1,620
26%
17%
12%
2008
3,170
2009
3,720
1,920
2010
4,150
2,170
1,550

48 Negocios ProMéxico
A Matter of
Competitiveness
Negocios figures
Mexico is the
best destination in the
Americas to set up
IT service companies
A.T. Kearney, Global
Services Location
Index, 2011
Mexico
is a top 5 destination
for nearshore/offshore
services, according to
Gartner’s list of 30 Leading
Locations for Offshore
Services
Gartner
2010-2011
Mexico’s
operation costs for
software development
and call centers are more
competitive than those in the
US, Canada and other
countries in Europe and
Asia
KPMG, 2010
In
the educational
sector, Mexico is
among the highest
ranked countries in Latin
America
Gartner
2010-2011
Based on
seven policy categories
that measure countries’
readiness to support the growth
of cloud computing, BSA ranked
Mexico in 14th place among 24
countries that account for 80% of the
global ICT market. Mexico was
ranked the top in Latin America.
BSA Global Cloud Computing Score,
2012
Mexico was the
only country in the
region to score “very
good” in terms of cost
Gartner
2010-2011
In
Latin America,
Mexico leads the
skilled labor ratings with a
“very good” score, followed
by Brazil and Chile –both
with “good” ratings
Gartner
2010-2011

The Lifestyle.
the Complete Guide to
the Mexican Way of Life
Photo Courtesy of NAYE QUIROS
The Lifestyle Briefs
Page 50
Gastronomy
High-tech Kitchens
Page 52
48 Hours in Monterrey
Page 62
Mexico According to
Ely Guerra
Page 66
Architecture
design+technology=archiTECHture
Page 68
Naye
Quiros
A Moment with a Mexican Jewel
58

The Lifestyle Briefs
bradley slater “factory ikon” / Photo courtesy of fundación colección jumex
FERNANDO BOTERO IN MEXICO
Mexico City’s Palace
of Fine Arts Celebrates
Opening of “Fernando
Botero”
____
Exhibition
A 177-piece exhibition by Fernando Botero will be showing at
the Palace of Fine Arts in Mexico City until June 17. Named after
the artist, this collection of paintings, sculptures and drawings is
deemed the most complete to be exhibited outside Botero’s native
Colombia to date.
“Exhibiting at the Palace of Fine Arts in Mexico City is a great
honor that indubitably marks one of the highlights of my 65-year
career as an artist,” said Botero during the opening ceremony.
A self-professed admirer of Mexico’s rich artistic heritage,
from its magnificent Pre-Columbian art to its more contemporary
expressions, Botero claims that “contact with Mexico and
its art confirmed to me that I ought to look to my own country
and memories for artistic inspiration. Mexico taught me that local
art can also be universal art. Mexico is also where two of my
three children live.”
The exhibition includes monumental works, which will be on
display outside the Fine Arts Palace, and a selection of emblematic
pieces like “Woman Crying,” a watercolor that illustrates the
artist’s first experiments with the aesthetics of volume.
www.bellasartes.gob.mx
NEW JUMEX EXHIBITION
POULE!
____
Works by artists like Francis Alÿs, Miriam Bäckström, Urs Fischer,
Andreas Gursky, Robert Mapplethorpe, Hedi Slimane, Tatiana
Trouvé and Daniel Guzmán will be gracing the halls of the Jumex
Collection in Ecatepec, Estado de México from April 20 through
September 14 as part of the foundation’s Poule! exhibition.
In the words of its curator, Michel Blancsubé, “Poule! favors
no particular theme; rather, it evokes several that mutually
infect and incite each other. Black and white abounds, as
does color. There is smoke; art, music, film and fashion icons
surrounded by anonymous faces and a handful of regrettably
famous ones, too. Works compiled from archives, a great
many photographs, some paintings, silk screen prints, images
in movement, inanimate and animate objects, pencil drawings,
works in ink, watercolors and gouache; ash mixed with water.
You’ll see people chatting, memories, stories that borrow from
reality and fantasy; Burroughs’ shadow…”
www.lacoleccionjumex.org
fernando botero “el Baile” / Photo archive

The Lifestyle Briefs
Photos courtesy of hotelito desconocido
HOTELITO DESCONOCIDO
Mexico Gets Five Stars
for Architectural Achievement
____
SPRB directors Laura Sánchez Penichet and Carlos Rodríguez Bernal,
who are currently working on several residential and commercial
projects in Guadalajara, Jalisco, where their firm is headquartered–
can now boast two feathers in their architectural caps. The
“new” Hotelito Desconocido de Cruz de Loreto on Jalisco’s Costa
Alegre won Best Hotel Architecture in Mexico and the Americas at
Britain’s 2011-2012 International Hotel Awards.
But when we say “new,” we don’t mean Hotelito Desconocido
was built from scratch. This prestigious establishment has been
operating for more than 15 years, during which time it has made
its way into the ranks of Mexico’s top hotels. Here, strange as it
may sound, luxury is synonymous with austerity. Guests come
to relax in lush natural surroundings and are not in the least perturbed
by the lack of electricity, ventilators and air conditioning.
A few years ago, however, a new management team took over and
decided renovations were in order. “The hotel is built using a wattle-and-daub
system –a lattice of interwoven strips of guayabillo
wood, which is then covered in a layer of mud, or in this case, a
10-centimeter-thick layer of mortar,” says Carlos Rodríguez. This
is why the proprietors opted to demolish the original hotel and “rebuild
it, in keeping with the idea of a rustic structure elevated on
piles,” which, according to Laura Sánchez, is extremely eco-friendly
because it allows “fauna to pass underneath and reduces contact
with the land to a minimum.”
Hotelito Desconocido now boasts 27 fully renovated guestrooms,
each with its own personality according to the lotería (a
Mexican game of chance similar to bingo) card it is named after, as
well as two restaurants, a front desk, a spa and a beach club, with
a mezcal factory and a chapel to be built later. All so this not-sounknown
hotel can continue putting up travelers in the know.
www.hotelito.com

52 Negocios ProMéxico | The Lifestyle
High-tech
Kitchens
On one hand, we have a gastronomic style that turns to the science lab for inspiration; on the
other we have one that demands a return to basics. Can these seemingly irreconcilable trends find
common ground It appears so, as these five Mexican restaurants go to show.
____
by marisa egea
photos courtesy of the restaurants
On a recent visit to Mexico, Chef Ferran Adrià made a surprise announcement: he and his brother Albert are planning to open
a traditional Mexican restaurant in Barcelona. It’s hard to picture the famous Spanish chef returning to classic recipes after a
decade experimenting with molecular cuisine at El Bulli, which topped the San Pellegrino list of the world’s best restaurants
in 2002, 2006 and 2009. One of the main exponents of molecular cuisine, El Bulli closed its doors last year, but not before
introducing a generation of chefs and patrons with airs, spheres and other such chemical-induced wonders. Now that traditional cuisine
has made a comeback, is the art of gastronomy headed in a new direction More to the point, is there room on the plate for both We can
safely say this seems to be the case in Mexico.

Pujol by Enrique Olvera
The Exact Formula
In 2000, Mexico City witnessed an explosion of new restaurants.
One of these was to become the pride and joy of locals,
even making its way onto the San Pellegrino list of the world’s
top 100 restaurants.
A pioneering force in experimental cuisine in Mexico, Pujol
was founded by Chef Enrique Olvera, who once defined his as “signature
cuisine,” but who has taken to calling it simply, Mexican
cooking, of late. Back in his early days, the media would compare
him to Adrià, who was thought to have been one of his main influences
—perhaps because of his deconstruction of the “street taco,”
soon to be followed by a liquid quesadilla, a Oaxaca cheese infusion
and corn tortilla with air of coriander that was a popular entrée on
Pujol’s menu for a long time.
Over time, Olvera has focused on the ingredients that go into
his dishes. His insistence on using only the very best products in
terms of flavor, appearance and texture has resulted in an impressive
fusion of tradition and science that can be sampled in creations
like his “Huevo Escondido” —an egg with a perfectly cooked
white, whose runny yolk spills over a “puffed up” tortilla filled with
beans and grasshopper salsa. An experience not to be missed.
Negocios ProMéxico | The Lifestyle 53
Pujol
Petrarca 254
Colonia Polanco
Mexico City
T. +52 (55) 5545 4111
www.pujol.com.mx

54 Negocios ProMéxico | The Lifestyle
Biko by Mikel Alonso and Bruno Oteiza
The Big 31
And we’re back to the highly respected San Pellegrino list of the
world’s best restaurants, on which Biko came in at number 31 in 2011.
Chefs Mikel Alonso and Bruno Oteiza can be credited with this
achievement. Their menu, which offers both traditional and evolutionary
Basque cuisine, has met with resounding success. Evolutionary
cuisine is perhaps the term that most aptly describes what
Adrià was striving for, as Juan Mari Arzak, the Basque chef who
mentored Alonso and Oteiza, understood so well. Indeed, the molecular
movement has had an undeniable influence on the founders
of Biko, who deconstruct, spherificate and play with texture to
their heart’s content.
Some of their more practical experiments have been done with
maltodextrin, a polysaccharide that dissolves in water, but when
mixed with oil, forms a textured powder that brings out the flavor
of certain dishes.
Biko’s kitchen has also evolved equipment-wise. Among the
chefs’ many implements is a custom-made cotton candy machine,
which they have used to create iconic dishes like their air of foie
gras wrapped in lettuce and crowned with a picture-perfect cotton
candy. They also have a vacuum machine for certain recipes that
require this method of cooking.
Biko
Masaryk 407
Colonia Polanco
Mexico City
T. +52 (55) 5282 2064
www.biko.com.mx

Sud 777 by Édgar Núñez
A Promise Kept
Stunning architecture, tasteful décor and live music, the moment
you set foot in Sud 777, your mouth starts to water in anticipation
of a meal as memorable as your surroundings. Luckily, the
food lives up to its expectations, thanks to Édgar Núñez, one of
Mexico’s up-and-coming young chefs, who is not afraid to take
risks in the kitchen.
Talented beyond his years, Núñez has paid his dues in the kitchens
of reputable restaurants like the Ritz Carlton in Barcelona and
at L’Olivier and Brássica in Mexico. He has even designed menus
for Ivoire and Landó, but it is at Sud 777 that he has truly come
into his own, experimenting with vacuum and smoke injection
techniques. The fovrmer preserves the flavor of the food, which
is cooked at a lower temperature than usual, in airtight plastic
pouches in a water bath, while the latter infuses it with an aromatic
flavor by injecting it with liquid smoke.
Variety is certainly not lacking at Sud 777, but if we had to narrow
it down to one dish that best represents Núñez’ style it would
have to be the dry-aged in house beef. Whether you choose the New
York cut or the rib-eye, on the bone or boneless, you can rest assured
it has been aged for no less than 21 years.
Negocios ProMéxico | The Lifestyle 55
Sud 777
Boulevard de la Luz 777
Colonia Jardines del Pedregal
Mexico City
T. +52 (55) 5568 4777
www.sud777.com.mx

56 Negocios ProMéxico | The Lifestyle
Le Chique by Jonatan Gómez Luna
Firm Convictions
Despite the recent trend toward fusing the futuristic and the elemental, some
restaurants have stuck to their molecular guns. Le Chique is one of them.
Chef Jonatan Gómez Luna runs this restaurant, which challenges prospective
patrons on more than one level, starting with its location. The Azul
Sensatori, an all-inclusive hotel in Puerto Morelos, is not exactly the kind
of place you would expect to find a restaurant specializing in molecular
cuisine. But once you learn that Jonatan trained behind the scenes at Can
Bosch, El Celler de Can Roca and El Bulli –all Michelin-star restaurants– it
starts to make sense.
Amazing and delightful dishes take magical shapes of spheres with the
help of some liquid nitrogen and soy lecithin. Others surprise with unexpected
combinations –like the foie gras crème brûlée or the bull’s tail with
vanilla-infused creamy sweet potato, carrot sprouts and cracklings– or science-fiction
textures –like the blueberry film dessert that takes the guise of a
strip of transparent paper just begging to be devoured.
Le Chique
Carretera Cancún-Puerto Morelos Km. 27.5
Puerto Morelos
Quintana Roo
T. +52 (998) 872 8080
www.karismahotels.com

Negocios ProMéxico | The Lifestyle 57
Bar Brick by Sergio Figueroa
Drinkable Science
Molecular cuisine has taken off its apron and settled in at the
bar under the pseudonym of molecular mixology. In keeping
with the festive spirit of cocktail-making, the idea is to use
chemicals like calcium chloride, nitrous oxide and liquid nitrogen
to create new flavors and textures –gels, papers, clouds, vapors
and the like– that titillate the eye.
At the Brick Hotel in Mexico City’s trendy Roma district, you
will find a worthy representative of this movement. It goes by the
name of Akati and not so long ago won the first accolade in a nationwide
cocktail-making competition organized by Karat vodka.
Derived from acatl, the Náhuatl word for peanut, which is the
main ingredient of Akati, bartender Sergio Figueroa set out to create
a liquid marzipan and a drinkable dessert. He achieved this
with a combination of coconut liqueur and vodka, almond essence,
whipped cream, ground walnuts, peanut butter and vanilla that caters
to the sweet-toothed, while evoking the original textures of its
ingredients –topped off with walnuts and a sliver of peanut paper.
Now you have a perfect excuse to spend an entire afternoon at the
bar of the Brick Hotel in the company of a winning mix.
Hotel Brick
Orizaba 95
Colonia Roma
Mexico City
T. +52 (55) 5525 1100
www.hotelbrick.com

58 Negocios ProMéxico | The Lifestyle

Negocios ProMéxico | The Lifestyle 59
NAYE
QUIROS
A Moment with a Mexican Jewel
Naye Quiros is a jewelry designer who defines her work as “wearable art.” And
she’s not far off the mark. Although she denies she inherited her talent from her
great grandfather, the Mexican muralist David Alfaro Siqueiros, her pieces have a
discernible artistic bent. In an interview with Negocios, Naye reveals her sources
of inspiration.
____
by paola valencia
photos courtesy of naye quiros
—How did you become interested in
jewelry making
When I was 26, I felt the need to express
the stages of my life through my creations.
That’s how feelings, emotions, snapshots
from my travels became wearable art.
—When did you realize jewelry design
was the best way of expressing yourself
It’s something I’ve always been drawn to.
I was forever doing fashion sketches complete
with footwear and accessories –oversized
rings, big necklaces–, sometimes
when I was supposed to be taking notes at
my university lectures. I’d imagine scenarios
and translate them on to paper.
In 1999, I went to live in Europe. I got a
job at a Spanish travel agency called Viajes
Olympia as director of the overseas department.
One of my responsibilities was to
cover tourism fairs in some of the European
cities that are closest to my heart – Prague,
Milan, Moscow, Oslo. I soon realized I was
scheduling my trips to coincide with that
particular city’s Fashion Week. That’s when
I became aware MY destiny lay elsewhere
but it wasn’t until five years later, after I
graduated from the Universidad Iberoamericana
with a degree in Communications,
that I focused on design.
I went to live in Milan, where I took a
course in Product Design at the Marangoni
Institute. Then I took classes with a
silversmith in Florence, which was a very
rewarding experience. And that’s how my
career took off.
—You currently live in Buenos Aires.
Why Argentina
When I first caught the travel bug, I defined
myself as a free spirit and wanted to be
constantly creating. My inspiration stems
from the cities and situations I’ve seen and
experienced at different moments in my
life and on my travels, as well as the images
and ideas that assail my mind. Like my “Tesla”
collection, inspired by jolts of lightning
and named after Nikola Tesla, a Serbian-
American engineer who contributed to the
birth of commercial electricity.

60 Negocios ProMéxico | The Lifestyle
Another of my collections, “Aurora Boreal,” mimics the colors of
the northern lights, while “Pura,” inspired by Saturn, pays tribute
to the wonders of the universe, as my “Metrópoli” line does to the
architecture of the world’s most impressive cities.
I left my beloved Mexico at very young age and embarked on an
endless journey, but, truth be told, it’s never far; I always carry it
with me and am constantly reminded of its vibrancy, be it by a feeling
or a smell. I’ve been homesick since I left but I wouldn’t be the
person I am today if I hadn’t traveled. My collections are inspired
by everything I’ve seen and experienced. And after traveling nonstop,
I finally discovered the perfect fusion of Europe and Latin
America in Buenos Aires. That’s why I stayed.
—Art runs in your veins. You are the great-granddaughter
of the famous Mexican muralist David Alfaro Siqueiros. Do
you think you inherited your passion for art or have you
nurtured it yourself
I’ve nurtured it. I identify with my great-grandfather as a person,
but not as a personality. I love his straight lines and the force of his
strokes. There’s something “Siqueiriano” about all of my sketches.
—How would you define Naye Quiros’ style
Futuristic, avant-garde and conceptual. In short, wearable art.
“My inspiration stems from
the cities and situations
I’ve seen and experienced
at different moments
in my life and on my travels,
AS WELL AS the images and ideas
that assail my mind.”
—How has Mexico influenced your “wearable art”
Mexico breathes art. In Mexico, art floats in the air. Creativity is a
building block of our culture. Plus, most of my pieces are fashioned
out of silver, which is the noblest, most quintessential Mexican material.
It’s the foundation of my company.
—Every time I see one of your pieces, I can’t help but discover
a reference to architecture. Am I barking up the wrong tree
No, you’re right. Architecture and industrial forms fascinate me and
are a major source of inspiration for my creations. That’s why I also
refer to my pieces as “wearable architecture.”
—Why “wearable architecture”
Architecture and jewelry making have much in common: they both
inspire connections and associations – free, forced or metaphoric
but unquestionably desired. They both conjure up realist forms,
would-be worlds, utopian landscapes. Creativity calls on infinite
sources of inspiration, seeking out the cracks, the crevices where
logic can be overpowered by optimism, giving way to the conviction
that anything is possible.

Negocios ProMéxico | The Lifestyle 61
In architecture, as in jewelry making, there are construction
aspects to be considered, such as the need to produce an object,
which implies creating a structure, extensive knowledge of your
materials, mastery of technique and the ability to revisit tradition
with fresh eyes, so as to push the envelope and enter the
realm of the avant-garde.
Buildings and jewelry have an instinct for survival: they are prepared,
genetically programmed to outlive their makers, owners and
muses; they linger on in the real world longer than we ever planned,
sometimes undergoing unsuspected transformations in appearance,
use and meaning.
Inevitably differentiated from an aesthetic standpoint, they are
desired and sought after; man-made, but no less essential for it. At
the heart of these disciplines is the urge to inhabit the world in every
sense of the word. They relay encrypted messages and, together
with fashion and trends, translate common goals that define the individual
or the society that gave rise to them.
Jewelry and buildings can be symbolic, they have the power to
convey meaning. The world has become a small place in which citizen
messengers dispatch particles of their local environment to a
globalized Mecca. Modern cities, cultures increasingly enriched by
this miscegenation, foster the blurring of boundaries and the merging
of disciplines.
In recent years, Latin America has become a breeding ground
for these movements, a muse that inspires the major fashion and
design capitals. Astute and confident of their self worth, Latin
American traditions have imposed themselves on the international
market.
Today, the global citizen carries with him his personal effects:
lockets, souvenirs, talismans and amulets to protect against evil.
Jewelry and architecture are message-bearing identity capsules,
one miniature, the other monumental, both transcendental.
—As an ex-pat, what is it you miss most about Mexico
Everything. I see Mexico as androgynous, eclectic and very authentic.
—Do you plan on moving back
Yes. Right now my husband and I are planning to move temporarily
to Playa del Carmen, Quintana Roo, but we’ll travel regularly to
Mexico City, where we both have job offers.
For the moment, though, my priority is my baby. I’m seven
months pregnant and what better place to give birth than in Mexico
That’s my most important plan for my return to Mexico, the wonderful
country where I myself was born.
—And then what does Naye Quiros, the jewelry designer,
plan to do
Open two boutiques in Mexico: one in Playa del Carmen –Origins
by Naye Quiros– and another in Mexico City –Naye Quiros
Joyas. We’re discussing the finer details and doing renders of
both stores. n

62 Negocios ProMéxico | The Lifestyle
Hours in
Monterrey
The city of Monterrey in the state of Nuevo León is one of the country’s major industrial centers.
A business trip is the ideal opportunity to visit the cultural attractions and experience, first hand,
the northern lifestyle of this dynamic and avant-garde city.
____
by daniela elbahara
Friday
7:00 p.m.
Founded in 1596 by Diego de Montemayor, Monterrey is the industrial capital of Mexico.
Otherwise known as the “City of Mountains,” it nestles in a valley surrounded by five
mountains: Cerro de las Mitras, the Sierra Madre, the Huasteca, Cerro del Topo Chico
and the emblematic Cerro de la Silla, which welcome visitors from a distance as planes
make their descent.
“Regiomontanos” –as the people of Monterrey are referred to– are known for their
hospitality and the city has a wide array of world-class restaurants, bars and hotels to
choose from, like the Hotel Habita Monterrey. Located in an upscale shopping mall, this
city hotel immediately makes you feel at home due to its original architecture, the work
of Mexican architect Agustín Landa, and French interior designer Joseph Dirand.
Hotel Habita Monterrey
Vasconcelos 150
Colonia San Pedro Garza García
T. +52 (81) 8335 5900
www.hotelhabitamty.com
9:00 p.m.
The heat in Monterrey can be stifling in spring and summer, so we suggest you go up to
the rooftop of Hotel Habita where you will find two pools and a bar with views of Cerro
de la Silla and the Sierra Madre. After you’ve cooled off and chilled out, it is off to dinner
at El Granero Grill. The house specialty, “tacos locos al granero,” makes a great starter
and for the main course we recommend one of the international dishes or classic cuts of
beef on the menu.
El Granero Grill
Calzada del Valle 333 Oriente
Colonia Del Valle
T. +52 (81) 1257 3959
www.elgranero.com.mx
photo courtesy of hotel habita monterrey
photo courtesy of El granero grill

Negocios ProMéxico | The Lifestyle 63
photo archive photo david de la luz
photo courtesy of peace & love café
Saturday
9:00 a.m.
Saturday mornings are reserved for breakfast with friends or family. One of the most
popular eateries is the Peace & Love Café, which has several branches, including one in
New York. Get a taste of local culture with a cup of delicious coffee as you admire the
paintings by Gretel Joffroy –one of Monterrey’s up-and-coming young artists– on the
walls. A juice bar and a selection of salads, bagels and wraps make for an informal menu
and casual atmosphere.
Peace & Love Café
Avenida Gómez Morín 404
Plaza 404 L-A3
Colonia Del Valle, San Pedro Garza García
T. +52 (81) 8378 6868
10:30 a.m.
The first block of downtown Monterrey greets you with a kaleidoscope of architectural
styles, from the Bauhaus-like Condominio Acero –the first block of condos in northern
Mexico– and the iconic Faro del Comercio –a monument designed by Mexican architect
Luis Barragán– to the Metropolitan Cathedral and the Museum of Monterrey, all reflecting
different periods in the city’s past.
Many people believe that Monterrey is nothing more than an industrial city but it actually
has some great museums. Four of these can be found in the vicinity of the Macroplaza,
the city’s main square. We recommend you try and take them all in:
Museum of Contemporary Art (MARCO). Designed by Mexican architect Ricardo
Legorreta, it showcases the work of acclaimed contemporary artists like José Bedia,
Paula Rego and Gabriel Orozco.
MARCO
Zua Zua, on the corner of Padre Raymundo Jardón, Colonia Centro
T. +52 (81) 8262 4500
www.marco.org.mx
Northwest Museum (MUNE). If you’re interested in learning more about the culture
of northern Mexico, this museum may appear to have a modernist style but has some interesting
historic documents on the regional history of Nuevo León, Coahuila, Tamaulipas
and Texas inside.
MUNE
Diego de Montemayor 510 Sur, Colonia Centro
T. +52 (81) 2033 9898
www.mune.org.mx
Museum of Mexican History. All three floors of this restrained, functional building
are devoted to the history of northern Mexico - the largest collection of its kind.
Museo de Historia Mexicana
Doctor Coss 445 Sur, Colonia Centro
T. +52 (81) 2033 9898
Museo del Palacio de Gobierno. For greater insight into how modern day society in
Nuevo León was shaped, the seat of the state government has its very own museum.
Museo del Palacio de Gobierno
Zaragoza y 5 de Mayo
Colonia Centro
T. +52 (81) 2033 9900

64 Negocios ProMéxico | The Lifestyle
2:30 p.m.
One of the best places to have lunch is La Nacional, whose self-proclaimed mission is
to offer “hot, authentic and substantial regional dishes in less than 15 minutes, served
with ice-cold beverages.” A favorite retreat of local politicians and business gurus, we
recommend the delicious charcoal-grilled artichoke, the rib-eye cracklings and the
salted rib-eye, straight off the menu.
La Nacional
Avenida San Jerónimo 1106
Colonia Miravalle
T. +52 (81) 8347 9205
www.lanacional.net
4:00 p.m.
Nothing beats a visit to Parque Fundidora to get a feel for the industrial mood of Monterrey.
Built on land occupied by a foundry from 1900 to 1986, the park has several cultural
attractions, including Horno 3, a science and technology center where visitors
can learn about the smelting process and the history of the foundry.
Parque Fundidora
Avenida Fundidora/Avenida Obrera
Colonia Obrera
T. +52 (81) 8126 1100
www.parquefundidora.org
8:00 p.m.
Saturday dinner is a big social occasion in Monterrey and the city’s restaurants gear
up to accommodate the crowds. If you feel like a treat, your best bet is Bistrot Bardot,
a French-style bistro with interior décor and menu to match. Mussels Provençal or a
fondue make a romantic entrée and, depending on how hungry you are, choose from the
pâté burger or seafood crêpe. And for dessert Profiteroles. No hesitation there.
Bistrot Bardot
Calzada del Valle 401
T. +52 (81) 1366 5919
photo courtesy of bistrot bardot photo archive

Negocios ProMéxico | The Lifestyle 65
photo archive
Sunday
9:00 a.m.
Mosey on down to the Hotel Habita Monterrey restaurant for a relaxed breakfast. If you
prefer something light, try the home-mixed granola with yogurt or fresh fruit. Or if Sunday
isn’t Sunday without a full (and heavy) Mexican-style breakfast, order the machacado
norteño or the fresh cheese and spring onion omelet.
10:00 a.m.
Now that you’re all fuelled up and ready to go, why not tackle the Chipinque nature park
Its paths wind through the beautiful woodlands of the Sierra Madre Oriental and can be
explored by foot or on bicycle. Did you know these mountains are home to no less than 124
native species of birds
Parque Ecológico Chipinque
Highway to Chipinque Km 2.5
Colonia San Pedro
T. +52 (81) 8303 0000
www.chipinque.org.mx
1:30 p.m.
Time to say goodbye to Monterrey and what better send-off than lunch at El Gran San Carlos.
You can’t claim to have visited Monterrey if you haven’t tasted cabrito –slow roasted
young goat in salsa. Order a shoulder or a loin and a side order of “poison” beans –beans
mixed with charcoal-grilled pork. Great flavor and excellent service.
El Gran San Carlos
Avenida José Vasconcelos 616
Colonia Valle Del Campestre
T. +52 (81) 8344 4114

Mexico According To…
Ely Guerra
by naomi palovits photo paula balbi
Few can claim to have always trusted their instincts
throughout their careers. Even fewer can claim to have
forged successful ones as a result. Mexican singer-songwriter
Ely Guerra is one of those few.
With 20 years of experience in the music business, Guerra started
up her own independent record company five years ago, Homey
Company, and has gone on to enchant the most discerning of ears. A
top selling album on iTunes’ charts for four consecutive weeks, her
latest release, Hombre Invisible, features artists like Enrique Bunbury,
Gilberto Cerezo (Kinky), Gustavo Santaolalla, Juanes, Pablo
Gigliotti, Emmanuel “Meme” del Real (Café Tacuba), Álvaro Enríquez
(Los Tres, from Chile) and the flute player Horacio Franco.

Negocios ProMéxico | The Lifestyle 67
EVERYONE SHOULD VISIT TEOTIHUACÁN, THE CITY OF THE GODS.
Walking down the Avenue of the Dead and climbing to the top
of its pyramids will make you feel as if you once lived
in the Great Tenochtitlán.
Guerra also appears on Travieso Carmesí –the new record by
Alondra de la Parra, with whom she shared the stage at festivities
celebrating the Bicentenary of Mexico’s independence– and was
asked to sing Mexico’s national anthem at the closing ceremony of
the 16th Pan American Games in Guadalajara.
Always abreast of the latest trends in music, fashion and food, if we
had to sum up Ely Guerra in one word it would be “modern,” yet at the
same time deeply enamored by the traditions and customs of Mexico.
—What is your favorite place in Mexico to relax
My home in Mexico City’s beautiful Coyoacán district. There, the
light is magnified and the air flows through every nook and cranny;
time stands still and creativity blooms.
—What is your favorite Mexican beach
I love the Pacific, the largest and deepest of the oceans; its powerful
waves and its impressive roar. There is an intensity that characterizes
its beaches.
—Which is the most inspirational place in Mexico
There are so many incomparable places in Mexico, all of which are
inspirational in their own way, so full of imperfections or so perfect
that they are impossible to ignore.
The streets of Mexico City are fertile ground for inspiration, as
are Cuetzalan in Puebla, a town of steps, vanilla and flowers; Comala
in Colima, the land of Pedro Páramo with its ravine and lagoon; Holbox
in Quintana Roo, with its flamingos and turquoise waters, and
Xilitla in San Luis Potosí, with its surreal mansion in the jungle and
the Huasteca Potosina. Then, there is Mazamitla and Sayula [Jalisco],
Jalapa [Veracruz], Creel [Chihuahua], Campeche, Pátzcuaro
[Michoacán], San Juan Chamula [Chiapas], Zacatecas, Oaxaca,
Tepoztlán [Morelos]... Mexico is a country of infinite inspiration.
—What is your favorite Mexican dish
You are asking me to choose just one Impossible! Mexican food is
a flower and its roots are both a temple and its faith. I would have to
say the tortilla, a time-honored staple that is the basis of Mexican
gastronomy.
As a musician, I have traveled to nearly every region of the country,
never under the same conditions: sometimes staying in luxury
accommodation, more often in simple surroundings. But the amazing
thing is that you find good food in every community, every town
and every city. No matter where you are in Mexico, you can eat well.
We Mexicans love cooking elaborate dishes to titillate the senses.
We love being the perfect hosts and inviting guests to take a seat at
our table so we can serve and share the unique flavors of our land,
married with traditional beverages. It is all part of our identity.
As a country blessed with amazing natural products and resources
–cacao, vanilla, chili peppers, maguey, prickly pear, fish, seafood,
hundreds of edible species of insects– and a time-honored culinary
education, it is impossible for me to name one favorite dish. What I
highly recommend is seeping yourself in the culinary traditions and
unique flavors of each region of the country.
—A Mexican restaurant where the food is excellent
El Bigotes in Manzanillo, Colima. It is a simple oceanfront restaurant
serving charcoal-grilled fish and fresh seafood marinated in chili and
lemon juice, hot and cold seafood cocktails, amazing seafood rice
dishes and fish dishes with Serrano chili and onion or simply fresh
from the ocean. It was at El Bigotes that I had the best charcoal-grilled
tacos with beans and mortar ground salsa I have ever tasted.
—A place everyone who visits Mexico should see
Teotihuacán, the City of the Gods. Walking down the Avenue of the
Dead and climbing to the top of its pyramids will make you feel as if
you once lived in the Great Tenochtitlán.
—A piece of Mexican craftwork you have at home and that you
are attached to
I have a metate [a flat stone used for grinding] and several mortars.
My metate is not that old but I have already broken it in. I use it to
grind all kinds of seeds, grains, chili peppers, cacao and spices like
star anise, cinnamon, peppercorns and nutmeg. Without a doubt,
it is one of the most beautiful implements in my kitchen. My ceramic
mortars were traditional gifts, family relics that I use to
grind up home remedies.
—Who is your favorite Mexican fashion designer
Julia and Renata Franco. They are visionaries, forward-looking
women with original ideas who act spontaneously on impulse.
—A Mexican city or state that is on your must-visit list
Guerrero Negro in Baja California Sur.
—What do you miss most about Mexico when you are abroad
Nothing. I always carry Mexico within me. It educated me, formed me
and gave me my identity. It dresses me and gives me my words. I am a
living part of Mexico and no matter where I am in the world, it sets me
apart. That is why I love traveling, so I can enjoy other cultures.
—Is there anywhere in Mexico you would like to give a concert
and have not yet had the chance to
I have had the chance to perform my music at some of the most
amazing places in Mexico, from majestic theaters, breathtaking
concert halls, historic buildings, stately squares, mass venues and
intimate galleries in beach, mountain, city, town and desert locations.
Who could ask for more
—What is it you love most about Mexico
Its geographical location. Because it is divided into two climate
zones, it has a wonderful diversity of flora and fauna and natural
landscapes. Geologically speaking, its active subsoil and immense
variety of topographical features make Mexico a striking land. Its
coasts run from the deep Pacific to the incredible Sea of Cortés, the
paradisiacal Caribbean Sea and the equally breathtaking Gulf of
Mexico. Mexico’s geographical location is what makes it a sacred
land, a magical world at our fingertips. n

68 Negocios ProMéxico | The Lifestyle
design +
technology =
archiTECHture
In smart buildings, design and technology come together to create an optimum living or working
environment. This new approach to architecture strives to meet the most stringent quality
standards in terms of comfort, safety, communications and water and energy savings, while cutting
down on operation and maintenance costs. The following buildings have all garnered international
accolades and are a sampling of ground-breaking smart architecture projects in Mexico.
____
by marisa egea
photos courtesy of the buldings’ owners

Negocios ProMéxico | The Lifestyle 69
The Memory and Tolerance
Museum, designed by
ARDITTI+RDT ARQUITECTOS
won the 2011 “Jorge Martínez
Anaya” award granted by the
Mexican Smart Building Institute
(IMEI) in the “Smart and
Sustainable Building” category.
Memory and Tolerance Museum
The values of inclusion and diversity
The museum opened its doors to the public in October
2010 with the goal of raising awareness on
the importance of tolerance and diversity through
historical memory and the dangers of indifference,
discrimination and violence.
In addition to permanent exhibition space, the building
boasts a library, a media library, a temporary exhibition area,
an auditorium and educational center, all designed to host
various events, both national and international.
Centrally located in Plaza Juárez in Mexico City’s Historic
Center, the museum is just a stone’s throw from the
Alameda Central, the city’s Central Park. The building has
a reinforced concrete and steel structure, while the central
corps is designed to replicate a pair of open hands cupped to
hold the “memories” of children murdered during the genocides
perpetrated by mankind.
In this case, the main challenge facing its architects was to
reconcile the museum’s architecture and its theme. Visitors
begin their tour on the fifth floor and work their way downwards
in an architectural solution that takes into consideration
the needs of the sensorially-challenged every step of the
way. It was this aspect of the project that prompted Fundación
ONCE, Spain’s National Organization for the Blind, to grant
it the “Accessibility in Architecture” award at the 2011 World
Architecture Festival in Barcelona.

70 Negocios ProMéxico | The Lifestyle
Corporativo CEO
Optimum efficiency, safety and commitment
to the environment
Corporativo CEO, located in the financial and corporate hub
of Santa Fe, west of Mexico City, is designed to meet the requirements
of the most demanding multinationals.
The building occupies some 55,000 square meters; a
15-storey tower houses office, public and commercial spaces,
parking facilities and a heliport, all built in keeping with
smart technical criteria and solutions that optimize the utilization
of resources.
Some of the building’s main features include a rainwater
collection system, easy access for the disabled, elevators
programmed to maximize efficiency, a fire suppression system
and smoke detectors, an efficient air conditioning system
and smart central surveillance equipment that controls
access to the building and keeps out intruders. The facades
are designed to save on electricity by maximizing natural
light, while a utility center insulates the building from the
heat of the sun.
Functional and sustainable, Corporativo CEO combines
cutting-edge technology and quality materials to create a
safe, productive environment.
Designed by ARDITTI+RDT
ARQUITECTOS, Corporativo
CEO won the 2009 “Smart and
Sustainable Building of the Year”
award granted by the IMEI,
which described it as an avantgarde
building boasting the most
advanced concept in corporate
spaces worldwide.

Negocios ProMéxico | The Lifestyle 71
Cinépolis Headquarters
Defying gravity in the interests of efficient land use
Cinépolis –the largest multiplex chain in Mexico and one of the leading
theater operators in Latin America– has new, gravity-defying
headquarters in Mexico. Taking up only 10% of the available land, this
75,000-square-meter project consists of two superimposed structures
with the longest cantilevers in the world.
The building features a heliport, parking facilities, a bank, a utility area, a cafeteria,
a training center, a library, a video library, computer rooms, teleconference
and entertainment areas, a gym, an infirmary, day-care facilities, a 265-seat movie
theater, a test lab and 15 double rooms. An energy-efficient design considerably reduces
operating costs and boosts user productivity, transparent windows command
panoramic views of the surrounding valley and maximize natural light and “green”
decks serve the dual function of insulating the building from the heat of the sun and
collecting rainwater.
These technologies were presented at the “Sustainable Construction in North
America: Opportunities and Challenges” report published by the Secretariat of the
Commission for Environmental Cooperation (CEC).
In 2009, KMD ARCHITECTS won an international
competition to design the Cinépolis corporate
headquarters on the outskirts of Morelia, Michoacán.
photo pedro hiriart
The project’s landscape
architecture, by Mario
Schjetnan and José Luis
Pérez Maldonado for
Grupo de Diseño Urbano,
received a mention at
the 9th Biennial of
Mexican Architecture in
2006 and won the 2010
“Green Good Design”
award presented by The
Chicago Athenaeum.
Tecnoparque Azcapotzalco
Hi-tech office campus
Built in 2007 and designed by Promociones
en el Parque (office buldings), Grupo de Diseño
Urbano (landscape architecture) and
Luz+Forma (lighting), Tecnoparque Azcapotzalco
is a visionary project in Mexico City that falls
into step with global trends toward the conversion of
disused industrial premises.
This facility –the city’s first-ever technological and
business park– was created to meet demand for efficient
office space that fosters productivity and work
satisfaction. Well-communicated and easily accessible,
this modern complex complies with the most stringent
international standards and has low maintenance costs
due to its efficient design. A technological processing
center and highly-specialized offices offer users unparalleled
safety in the form of an anti-earthquake structure,
fire and personal protection systems.
The master plan provides for the park’s controlled,
modular expansion along the lines of a university campus.
There are six buildings in all, surrounded by 50,000 square
meters of green areas, squares, bodies of water, a sculpture
–designed by Mario Schjetnan, José Luis Pérez and
Enrique Espinoza–, parking facilities and a shopping mall.

72 Negocios ProMéxico | The Lifestyle
Speed was the main concept
around which the project
was built. Two layers of stainless
steel shield shoppers from
the chaos outside, transmitting
a sense of fluidity and flexibility,
while an integrated lighting system
gives the pre-existing building
a new lease on life.
Liverpool Interlomas
A fresh, dynamic image fitting for a complex urban setting
In urban areas where there is a distinct lack of public spaces and
where the automobile takes precedence over the pedestrian,
shopping malls play a major social and cultural role, providing a
place for the local community to meet and interact.
This is the premise of the Liverpool department store at the Interlomas
mall in Estado de México, whose new facade was designed by
Rojkind Arquitectos. The 30,000-square-meter store stands on a busy
intersection, which explains why speed was the main concept around
which the project was built. Two layers of stainless steel shield shoppers
from the chaos outside, conveying a sense of fluidity and flexibility,
while an integrated lighting system gives the pre-existing building
a new lease on life. Inside, a garden-terrace acts as a city park of sorts,
where weary shoppers can take a load off their feet. The complex requirements
of the project, coupled with a tight delivery schedule, demanded
a multi-disciplinary team skilled in digital design and interconnectivity
to expedite the design and construction processes.