“Metavers will accelerate the personalization of advertisements,” says Aina Mattar, CIO of TIM – Ipoca Negosios.

“Metavers will accelerate the personalization of advertisements,” says Aina Mattar, CIO of TIM – Ipoca Negosios.

Auana Mattar, CIO of TIM (Photo: TIM Disclosure)

Auana Mattar, TIM’s Chief Information Officer (Photo: Disclosure)

Auna Mattar was appointed as IT Coordinator TIM In September 2001, three years after the firm started operations in the nation. “At the time, we had been occupying 4 desks in a single workplace and writing paperwork to signal contracts on pay as you go, postpaid and interconnection platforms,” ​​recollects Auna, who holds a bachelor’s diploma in knowledge processing and a grasp’s diploma in strategic info administration from UFMG (Federal University of Minas). Gerais), along with New Ventures Leadership from MIT, excessive efficiency expertise from London Business School and MBA coaching from COPED.

Over the subsequent 18 years, the government held a number of management positions, together with government supervisor of knowledge warehouses and enterprise intelligence, government supervisor of the shopper market, and director of digital transformation. At the finish of 2016, he returned to the IT sector and in 2019, he grew to become CIO (Chief Information Officer). For Auana, the merger with the firm offered a possibility to comply with market evolution and adjustments in buyer conduct.

“Brazilian clients are very open to innovation, however solely when it is sensible to them. So we have now the alternative to check quite a bit of issues in the market,” he says. The Extraordinary Women in Tech (EWiT ) Auana will inform a bit of about her expertise in.

See key excerpts from the interview given by Auana Mattar Business season.

EN – TIM is the first operator to begin migrating whole datacenter infrastructure to the cloud. At what stage is that this course of and what outcomes does the firm count on to attain?

Auna Mattar – We determined to maneuver 100% of our knowledge facilities to the cloud earlier than the epidemic. That was a superb transfer. If we did not do this, we might have a tough time shopping for gear at this time, as a result of the world is in a chip disaster. Without these worries, I can focus my capital and assets on creating and connecting new companies and content material to develop our provide and supply extra comfort to clients. In addition, I’ve companions who can deal with this migration with safety, focus and quite a bit of funding, akin to Microsoft, Google and Oracle. With the change, we will have a 25% to 30% discount in recurring IT prices and we will be capable to reinvest this in innovation. The marketing campaign was monetary, however we have now already reaped many rewards, akin to name middle service time enhancements and gross sales platforms.

This is a extra environment friendly funding. Earlier, I purchased the server and the machine was deprecated, whether or not the system is operating or not. Today, I get to make use of a observe we name “phenops”. When I begin managing infrastructure in the cloud, it seems like I’m managing a taximeter. We have already migrated 55%. Our plan was to finish by the finish of 2023, however we must always have accomplished by the first quarter of 2023. The closure of knowledge facilities will comply with the audited process, be constant and in line with ESG requirements.

EN – You talked about the epidemic acceleration issue. In truth, cell telephones had been a serious type of communication throughout this era, and other people started to make use of an increasing number of knowledge, together with video calls and purposes. How did these two years have an effect on the enterprise?

Auna Mattar – The final two years have been very tough for the world. But after we take a look at the technological facet, it is extremely constructive. We had been capable of take benefit of and accelerate many issues that will in any other case take years to implement. One of the improvements, for instance, Tais, our digital attendant. This is a undertaking that, below different circumstances, would have taken 18 months, and was launched in seven months by groups that have no idea one another, utilizing agile strategies and experimenting on purchasers.

The telecommunications market has additionally modified from a proper level of view, because it has taken the place of fundamental companies. We are half of a extremely regulated space, so there have been already expenses for high quality of service and care along with high quality of connectivity. But we by no means put ourselves at the similar degree of the very fundamental areas of water and electrical energy. And now we see that. So I believe that sense has modified.

EN – The telecommunications sector has traditionally been identified for a big quantity of complaints. How is TIM utilizing know-how to fulfill buyer calls for?

Auna Mattar – Technology has superior quite a bit in recent times, however nothing will work with out the intervention and intelligence of the individual behind the determination. Obviously, at this time, I need assistance managing the quantity of knowledge I’ve, so I exploit the Google API, which is already prepared. We use it to outline, for instance, a extra fascinating division for the tendency to take a product. But folks do the whole lot that includes ethics and creativity.

We need TIM to be the most beloved operator in Brazil by 2023 and it is dependent upon humanity and compassion. We focus on this quite a bit every single day, making an attempt to determine how we are able to enhance the course of. Sometimes innovation is an easy activity. We know that in our market there are conflicts with clients, as a result of there are such a lot of expectations. The buyer needs to really feel related, however he additionally must be served in a humane method. Intense use of know-how, together with the creation of human relationships, is a problem.

EN – In addition to the digital assistant Tais, in what different discipline does TIM use synthetic intelligence (AI)?

Auna Mattar – There are 4 areas. The first is customer support. In the case of Tais, there’s a curation workforce that analyzes the outcomes and adjusts and adapts the assistant to higher serve clients. In the service again workplace, we use quite a bit of bots and AI to hurry up the ordering and processing of accounts clearing, scheduling installations and repairs. In the discipline of advertising, AI additionally seems to at all times be moral and cling to LGPD, to deal with context and segmentation. Finally, we use know-how in community optimization.

AI can be used to investigate the potential of new companies, content material, companies and partnerships. An instance of this use is the partnership with Ampli, an internet training platform. What we do is use synthetic intelligence to create one thing that belongs to a particular group of folks.

With the buy of EN-Oi, TIM will improve its subscriber base by at the very least 16 million. Did you should make any adjustments to your IT infrastructure to fulfill this new demand?

Auna Mattar – We have two varieties of migration: a easy community migration, which is already occurring and a scientific migration. We had already chosen to maneuver to the cloud, final yr we accelerated all the platforms that had been most vital to get clients. We will not convey any Oi system right here, we will convey the buyer and the knowledge historical past of these clients. We are in the last testing to begin migration at the finish of June.

EN – And how do you construct relationships with these new clients from different operators?

Auna Mattar – In addition to all our service channels, there may be an organizational communication course of, akin to the retailer itself. Customers will be contacted, and migration will happen over a interval of time, not an enormous bang. We’ve been engaged on this in IT for a while and now comes the second of fact, which is implementation. The focus is on the finest implementation to make sure that the buyer has all the advantages supplied by the operator.

EN – Where do you focus your efforts and investments when contemplating innovation?

Auna Mattar – If you’re speaking about price range, it’s apparent that there’s focus in the discipline of know-how and community. Here in the IT sector, there are at all times quite a bit of new issues developing and we’re at all times just a few steps forward to facilitate implementation. When a brand new service know-how or a brand new media channel emerges, the communications sector pays consideration to it. HR itself is worried with updating packages to coach abilities, together with all market actions. When they began speaking about ESG and variety, we already had this space. Thinking of innovation is a component of the tradition.

EN – Many corporations are nonetheless making an attempt to determine the best way to place themselves in Metavers. What is your notion of know-how and the best way to use it in an organization?

Auna Mattar – Metavers exist already in video games like Minecraft and Fortnite. The distinction is, there will be many metavers in the future. In phrases of know-how, the benefit is that there is usually a lot of customization. Suppose we run a marketing campaign in a sport or present. We can have two folks watching the similar present, however obtain completely different advertisements, the context of which is dependent upon the preferences of that buyer. It is sensible, it will possibly’t be free. So metavers is one thing that’s going to create worth similar to the web. But I do not suppose anybody will stay in Metavers. I hope not.

EN – What else do you wish to win in your profession?

Auna Mattar – My profession isn’t constructed on particular ambitions, I’m at all times motivated by challenges. I do not wish to cease working. With a lot robotics and know-how, I hold excited about what the future holds. I’m excited about how evolution goes to be, what careers might be related to it, what wants will come up. My ambition is to proceed to develop, study and be lively in the market for a few years to return.

EN – Which stylish phrase, readymade phrase or company clich do you not hear? The purpose?

Auna Mattar – “Let’s make a digital transformation”. Digital transformation has already taken place. You simply should be extra discriminating with the assist you render towards different folks. The solely certainty we have now is fixed change. I really like change, and but I do know it may be uncomfortable. But it is a will need to have, for any Affiliate, selling any program. I don’t imagine in the consolation zone and keep away from it in all areas of my life.

EN – What was your finest enterprise determination? And the worst determination?

Auna Mattar – Even although I feared a stupidity, it was finest once I accepted to go to TIM Marketing. She was not my specialty, I’m a tech individual. It was a tough time for the firm round 2012 and we turned again. It was unbelievable, I had a terrific expertise and at this time is one other milestone with my workforce.

EN – And the worst determination?

Auna Mattar – Worst of all, possibly early in my profession, once I made selections below the affect of extra conservative requirements. My father labored for a mining firm, and he wished me to work for a bigger firm. And I used to be more likely to go to a know-how marketing consultant who was younger at the time, however I did not. I joined a big firm, however the place know-how was simply an adjunct. I’m not saying I’m sorry, however possibly it was a foul determination.

EN – What is your finest behavior? And the worst behavior?

Auna Mattar – Doing yoga is my finest behavior. Is the worst Workaholic (Laughs) But I do not suppose it is a dangerous behavior as a result of I prefer it. Getting too little sleep is usually a dangerous behavior. Since my youngsters have afternoon lessons, it takes them a very long time to sleep, and because of this it takes me some time, however I at all times stand up early. This is dangerous as a result of the physique doesn’t get a lot relaxation.

EN – What ebook have you ever learn lately that has gained you over?

Auna Mattar – I will quote two from Marty Cagan, “Inspired” and “Able”. I’m additionally an enormous fan of the collection, so I can say many, however the two most up-to-date favorites are “Succession” and “Ruptura”.

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