Friday, September 18, 2015

He reinvented the Positive by several times, and is immune to crisis

When three boys under the age of 30 years entered in Positive Group President, helium Bruck Rotenberg, to present the design of a cell phone that, besides having a differentiated technology, establish a new business model for the Positivo Informática, the Executive traveled in time. Looking at those kids he saw at the time proposed to the founder of Positive Education produce network computers.
"For 26 years, when I showed you the same customers who bought the Positive system could buy computers, the eye of professor Oriovisto Guimarães shone. And by the time the three showed me the cell project Quantum, top of the line that can be cheap because it reduces multiple steps in the chain by selling directly through the site, I felt that way, "he says.
In the late 80, Rotenberg was over the masters at PUC in Rio de Janeiro and Curitiba without knowing what the course of professional life. That's when a Computer school Positive propaganda caught his eye. "Talking to my dad, he said he knew someone who worked there and could introduce me and I went," he recalls.
At the end of the interview, the founder of Positive Group was so impressed that he hired him on the spot. "I asked why and to which position he was hired and he said he would be the Director of the school, because I had been the one to explain easily what was computers and mainly because it had charged per hour [a hazing in the sector]".
Rotenberg was only 25 years old and, by taking the College changed the whole curriculum and began to learn about the Positive organization. According to him, the network used handouts of the Group was too large. Then, proposed to teach computer science colleges. "I visited schools, but I saw that they could not do that because they didn't have computers," he says. At that time, the market was closed and schools couldn't buy. On one side there was the brand name computers, more expensive, and smuggling, which prevented action.
In this scenario, the Executive began to look for alternatives. Even without understanding the hardware sector, in six months he knocked on the door of Oriovisto to propose the creation of a computer factory. "He thought I was crazy, but I explained the plan to sell to schools that were already using the system and he liked it," he explains.
The proposal of Rotenberg was to be partner in the new company, with their economies, around $ 20,000. "He agreed and we began to assemble in the computer lab of the School in Curitiba Positive."
At the beginning, in 1989, 50 computers were produced. It was the time of the market and the first customer was a school of São Paulo. But in 1990, then-President Fernando Collor opened the market for computers and froze tuition. "In a shot he just only with our market, taking the investment power of schools and opening the door to competitors. With just eight months we lived the first crisis. So, today I see natural crises. "
The output, then, was to focus on those who do not buy brand and couldn't buy a smuggling operation, that is, Governments. That's how the Positivo Informática went on to sell first to the Government of Curitiba (PR) after, Sao Paulo and others until the schools began to buy again, in 1993. "But I don't talk more about teaching computers to computers. That's when we start to bring educational software for the Country and 50% of the revenue went to come of this. "
The Positive continued participating in tenders and in the educational world, when in 2002 the dollar turned. "It was the late Fernando Henrique's Government and they stopped buying, not to spend shopping for the next Government." The entry in retail has become the only way out. "In 2003, many companies have disappeared, as Metron and Five Star, and a vacuum of market," he says.
In 2002, a positive 23 thousand computers produced in 2003 did about of 21 thousand, but in 2004 jumped to 104 thousand computers. At the end of that year was already the market leader. In 2005, has reached 380 thousand computers and, in an exponential growth, reached 2 million in 2012, which is average in recent years. "We get into the Smartphone markets, corporate, and even the African. We went through major crises and on good reinvention. Now, we knew that the class C would be affected, so the design of Quantum cellular was rushed, as well as launch of Vaio line, because we want to maintain growth and innovation is critical to that. "
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