Positivo Tecnologia: the trajectory of a passion
Founded almost 33 years ago, Positivo Tecnologia is an example of passion does. In 2021, the Brazilian technology company presented one of the best results in its history. In nine months, from January to September, it surpassed the total revenue of 2020. In the third quarter of 2021, its gross revenue was R$ 979 million, that is 63% more than in the same period of 2020. Net profit reached BRL 54 million in the third quarter of 2021, an increase of 7% compared to the same period in 2020. In the first nine months of 2021, net income reached BRL 161 million, three times greater than that registered in the same period in 2020.
With a cohesive team, Hélio Rotenberg, president of Positivo Tecnologia, has been writing the story of a company passionate about technology that understands the Brazilian consumer. “I have no doubt that this is what brought us here,” he says, in this exclusive interview with Eletrolar News. Civil engineering graduate from university of Paraná (UFPR) with a master in IT from PUC in Rio de Janeiro (Pontifícia Universidade Católica do Rio de Janeiro), Helio envisioned the company back in 1988, that time when he was the only director with a degree in IT from Faculdades Positivo (Positivo College), today University Positivo. His entrepreneur style made it easier to digitalize, and mde important changes creating new business units. In the recent years, the company invested over R$ 650 million in R&D.
“The challenge takes up most of our time. It is necessary to give more clarity and stability to the market.”
Bold and determined, Positivo works to maintain its leadership position. In addition to computers, cell phones, tablets, educational technologies and devices for intelligent environments, it manufactures servers, payment, and lottery terminals, electronic voting machines, as well as devices for demographic census. It has more than 2,000 employees, factories in Curitiba (PR), Ilhéus (BA) and Manaus (AM) and is located in six countries: Brazil, Argentina, Kenya, Rwanda, China and Taiwan. It also invests in 11 startups in different segments. “We are focused on innovation strategies”, says the president.
by Leda Cavalcanti
What was the differential that led the company to advance so much in the recent years?
Hélio Rotenberg – The passion for technology and the passion to know the consumer. When we started the company, we already had the objective of developing technology for Brazilians. I have no doubt that this is what brought us here. We started from nothing, next to the computer lab at Universidade Positivo. At the time, we were a unicorn, a startup. Many companies have disappeared in the meantime, but we remain strong.
What drove the growth?
HR – There were several factors, including the demand for computers, the business diversification strategy, such as Positivo Casa Inteligente (Smart Home), a platform of solutions based on the internet of things (IoT) for connected environments, the educational technology, the consumer market, for which we have the T3 Project, created two years ago, and which is an innovative strategy to encourage partnership and business with small regional retailers. In addition, we have the corporate, which has been gaining greater representation in the portfolio, public institutions and initiatives for the development of startups, which operate in various areas, including agriculture and health. We support and provide resources. Our focus is on innovation strategies.
What is the average growth in recent years?
HR – The growth (CAGR) from 2016 to 2020 was 7.4%. If we consider forecast for 2021, this CAGR goes up to 15.1%. The projected revenue for 2021 is from R$3.9 billion to R$4.1 billion.
Is the company’s trajectory divided in cycles?
HR – The first growth cycle was done with schools, staring in 1989. By 2004 we were deep in the Brazilian retail, year we sold 16 million computers. In 2015, this number fell to 4.5 million. It was time to reinvent the company. We made a big study and realize we had to enter the Brazilian consumer home to understand their relation with the product. It took 10 days in São Paulo and another 10 in Rio de Janeiro, when we found that the computer was in the room and was shown as an important product. We learned the importance of the design concept for the Brazilian consumer. We partnered with Ideo, one of the largest design companies in the world, and learned how to get the right price. We make products for the Brazilian reality; this is our biggest differential
How many brands does Positivo have today?
HR – In computers, we have the Positivo brands, Vaio, the most sophisticated, Compaq, which is an intermediary, and 2 A.M, this one aimed at gamers, developed in Brazil. We like this strategy of offering computers under four brands. In terms of portability, we offer Positivo and Infinix tablets and smartphones. There are also Positivo Servers & Solutions, Positivo Casa Inteligente (Smart Home) Positivo as a Service, for the rental of computers (Hardware as a Service – HaaS), Positivo Tech Service, which provides technical assistance and means of payment, also Positivo. We also have corporate business units along with public institutions, which include special projects such as electronic voting machines, and educational technologies. Most of our revenue, even with this diversification of businesses and brands, comes from computers.
When did the company take its big leap?
HR – The leap started in 2017, with the great diversification of business. We went from R$ 2.5 billion in sales to projected sales of up to R$ 4 billion in 2021. We are an entrepreneurial company; we bring people with this profile to work with us. Examples of our way of operating are the launch of entry-level notebooks with Alexa, accessed with a touch of the exclusive screen, entry-level smartphones and connected home items. On the last Black Friday, we sold 50,000 smart light bulbs in two days.
“The passion for technology and the passion to know the consumer brought us here. We started from nothing, next to the computer lab at Universidade Positivo. At the time, we were a unicorn, a startup.”
Is Positivo Casa Inteligente (Smart Home) a success?
HR – Our sales growth on the 2021 Black Friday, in the segment, was around 40% compared to the 2020 date. There were 29 SKUs, with the products done for Amazon, such as the Casa Conectada Lite kit.
How many products does this line have?
HR – There are more than 30, among them, smart control, LED panel and electronic intercom. We also have routers. It is a complete line with an upward trend in sales. In 2021, we gained more than 300,000 new consumers. Growth is exponential. With the cheaper price of the solutions, it is feasible to have home automation. It can be done with lamps and sensors. Prices have dropped a lot, as have the cost of services and Wi-Fi. Penetration of the automation category has soared and will grow even further.
“The growth (CAGR)from 2016 to 2020 was 7.4%. If we consider forecast for 2021, this CAGR goes up to 15.1%.”
What is the secret to getting the launches right?
HR – A lot of study, to enjoy what you do with a cohesive and committed team. Without it, it’s impossible to go forward.
What is your biggest pride?
HR – Have won the bid to develop and manufacture the electronic voting device. We wan against the biggest manufacture in the world. Our technical punctuation was the hugest, with the best price.
Sector Sales – 3rd quarter of 2021 vs. 3rd quarter of 2020
Consumer – Represents 56.2% of the company’s gross revenue. In the 3rd quarter of 2021, it grew 24.8% vs. the 3rd quarter of 2020, closing at R$489 million.
Public Institutions – Represents 27.9%. It closed the quarter with gross revenue 416% higher than in the 3rd quarter of 2020. Revenue of R$ 336 million.
Corporate – Represents 15.9%. In the 3rd quarter of 2021, it had revenue of R$ 154.5 million, 7.3% higher than in the 3rd quarter of 2020.
Were there any failures in the company’s history?
HR – Yes, in the printers’ strategy. We errored on the business model.
Is it critical to export?
HR – We are focused on the Brazilian market. Today, we export educational technology and our subsidiary is Positivo BGH, from Argentina, which serves the neighboring country’s market, as well as South America and some African countries with the Positivo and Vaio brands. It’s a strategic decision.
What are the biggest challenges the Brazilian market presents to the company?
HR – Inflation, exchange rate, and no application of legislation.
What about in Education?
HR – Public schools’ quality improved in recent years, but not in digital penetration. The pandemic showed inequality. The was great evolution, but we must advance, by valuing teachers and paying them well.
How will work be going forward?
HR – I believe in the hybrid model. It is efficient to talk about distant, but we need to retain our culture, like the coffee talk. There are some roles that need to be presential, like at the manufacturing plants. In the education area, it will depend on demographics, age, small children, for example, they need to go to school to socialize. In the case of teenagers, some disciplines are efficient remotely.
Returning to consumption, how are sales in e-commerce?
HR –Before the pandemic, 70% of our computers were sold in physical stores. After the pandemic, 65% of sales are online and 35% in physical stores. The purchase behaviour changed.
“We are focused on innovation strategies”
How do you see 2022?
HR – I am optimistic about our contracts, such as the one to supply 225,000 electronic voting machines throughout the country, referring to the public tender that took place in 2020. This project is equivalent to around R$900 million. We already have a winning bid of R$1.3 billion in computers and tablets for state, municipal and federal government agencies. In products, the Infinix line of smartphones will be fully launched. It is our partnership, exclusive in the national territory, with Transsion Holding for the production and sale of the brand. We will also have new items for the smart home. We are also going to launch a complete line of payment machines and software suites to cover switches for all subjects. In the agricultural and medical areas, we will continue to invest and develop in startups, believing in the quality of the entrepreneur and that he will be great one day.
Is it difficult to undertake in Brazil?
HR –It’s difficult, but we manage, with a lot of struggles and a lot of entrepreneurships. The challenge takes up most of our time. It is necessary to give more clarity and stability to the market.
Source: Eletrolar News #146
