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Connectivity Breaking Down Barriers BetweenIndustriesThe superimposition of products and collaboration between thetelecommunications industry and other industries such as finance,health, advertising, entertainment, IT, transport, and safety,was notable in 2011. Major operators shifted their strategicfocus from connection and traditional services to vertical operationsencompassing these industries. Health is a good exampleof this trend: even if, at a mass-market level, the trend has beencentered around being able to download health applications onsmartphones and tablet devices that make it possible to monitorpulse or different stages of sleep, the trend is advancingtowards the interconnection of machinery and measurementdevices with central monitoring sites. It is a type of communicationthat will make it possible to offer alert and patient-hospitalinteraction services, representing a considerable benefit thatcan provide peace of mind to patients suffering from chronicillnesses that need to be continuously monitored.Furthermore, this type of connectivity will make it possible tostore and manage data from medical facilities with greater precision,facilitating access to patient files and histories.Connected CarsMarket leaders in the automotive industry have already developedconnectivity solutions and applications for the dashboardsof some of their models. In 2011 a number of brands made useof this technology to offer customers remote safety serviceswhich, in the event of a vehicle being stolen, made it possible toblock the car and indicate its location.The idea is that in the near future, cars will be able to connect toeach other and interact with sensors located on roads.The Phone as a Payment MethodThe high penetration of mobile telephony and the growing useof smartphones throughout the world have created a potentialnew use for these devices. In 2011, industry world leaderssuch as Vodafone came together to launch the use of phones anew payment method.In doing so, it was promoted the acceleration of the developmentand entry of Near Field Communication (NFC), a shortrange,high-frequency, wireless communication technologythat makes it possible to exchange data between devices atdistances of less than 10 cm using compatible phones andreaders at sales points.Following this trend, another major technology player developeda product that does not require a SIM card and, as such,fits with the direct management model of banks or cards overterminals. Mobile payments are expected to be launched in Europeand the United States in 2012.Growth of Multi-Screen ServicesThis year took place the merger of content delivery in homesand over mobile devices, with major international telecommunicationsproviders incorporating multi-screen video servicesinto the range of services they offer, in addition to a series ofinnovations designed to maintain customers within their packagesin the home.Online Information as a Reference for MakingDecisions OfflineThe vision of the mobile platform as a marketing method thatallows companies direct access to customers was consolidatedin 2011. The use of social networks by users to report theirsatisfaction or dissatisfaction with the products they haveused and their favorite brands illustrated how the online platformcan be an efficient and direct shop window. This makes iteasier for businesses to segment customers and be aware oftheir customers using direct sources.Customers were willing to share their content online, toreward products that were environmentally responsible whilepunishing others that were not, and to pay for the real valuethey perceive even when items are available freely on the web.Conscious of this change in customer behavior, Entel developeda strategy to allow it to secure its position among the mostfollowed brands on social networking platforms, according tothe Soy Digital study for 2011, carried out by the consultancyfirm Ayer Viernes.55Report 2011