Jose Borghi happens to be the owner of one of the most successful advertising agencies in Brazil, Mullen Lowe. He has been in the world of publicity for the last several years and has been acting as co-CEO and also the management of most of the major operations. He has other companies and business interests which include BorghiErh. This second company he set up together with Erh Ray. One of the topics that have been inspirational for him includes the advent of the smartphone and the manner in which they have taken over the retail market. Below are his thoughts on the centrality of mobile phones in retail.
Jose states that more than 80 percent of the Brazilian population are people who own smartphones. He adds that these devices have become cheap and easy to access and as a result, a large percentage of the population has them. Two of the trends that indicate where retail is heading, according to Borghi are the business model followed by UberabndAirBnB. He states that for instance, Uber is the largest taxi company on the globe, yet they do not own any vehicles, similarly, AirBnB happens to be one of the most competitive holiday travel and accommodation companies, yet they do not own any hotels.
According to Jose, the great thing about the technology is the fact that it offers goods to the customers but does not need them to move from the comfort of the locations to get them. This is what makes the services as attractive as they are. To the business owner, they can offer their goods at a lower price and still make profits because costs such as rentals for business are eliminated. He concludes that anyone who wants to be successful in business should try their hand at digital marketing.
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