"Colombia Is a Very Attractive Market for Technology and Innovation Companies" Luisa Jimenez and Carlos Martinez, MIGTRA Business Developers in Medellin and Bogota

In the era of globalization and technology, the internationalization of innovative solutions is an ambitious goal for companies. Thus, MIGTRA, a Chilean company, has begun its operations in Colombia this semester with its solutions that use Artificial Intelligence and Machine Learning to prevent accidents and increase productivity in mid-mile land transportation systems. MIGTRA is a company dedicated to the development of artificial intelligence-based tools and proactive management consulting, which helps identify security and productivity opportunities to generate world-class improvements.

Backed by strategic partners such as Amazon Web Services and Here Technologies, and by world-renowned clients such as Codelco, the world's largest copper mining company, SQM, the world's largest non-metallic mining company, Antofagasta Minerals, and other industry leaders in Chile and Latin America. MIGTRA adds value to accident risk management in a fleet of more than 7,600 vehicles belonging to large companies in various sectors, such as Mining, Energy, Transportation, Food, among others, both in Chile and Peru, another country where they have begun operations.

MIGTRA's operation in Colombia is led by Carlos Martinez and Luisa Jimenez, with the support of Mauricio Ocampo. They are responsible for business development in Medellin and Bogota, and they will tell us about the challenges and opportunities they face in bringing MIGTRA's solutions to transportation fleets in Colombia.

Join us in this conversation, where we explore how technology and experience can transform road safety and operational efficiency in a country where land transportation plays a fundamental role.

What are the main challenges facing cargo transportation companies in Colombia?

Carlos: Based on our experience in the transportation sector, plus the knowledge acquired in multiple meetings with various companies, we have identified that the main challenge is driver awareness. It happens that, in order to arrive quickly at their destination with their cargo, they drive at full speed and the urgency of the material takes priority over people's safety. The second is the challenge of Colombian geography, there are many mountains and GPS have low reporting rates and often gaps and undetected information loss, so it is necessary to have greater control, analysis and information for greater effectiveness in vehicle monitoring.

Luisa: Colombia faces a serious deficit in this area, which is evident when we consider that the connection between Bogota and Medellin, the two most important cities in the country, lacks a divided highway. This enormously complicates traffic and logistics. Second, we have the issue of efficiency in loading and unloading operations. The lack of optimization in these processes significantly raises production costs and affects the supply chain. Finally, the third challenge focuses on the high rate of road accidents. This problem could be partially influenced by deficiencies and congestion in our road infrastructure. These three challenges not only highlight areas where investment and improvement are needed, but also represent significant opportunities to implement technological and innovative solutions that can mitigate these problems.

How would you describe the level of awareness of Colombian companies about technology in transportation?

Carlos: It is not very implemented. What they use is a TMS to optimize routes and delivery times, long haul systems, GPS and satellite locks, but something that quantifies accident risks is not very widespread. Truck cameras are being implemented, but not everyone is interested due to the high cost involved.

Luisa: Regarding the risk and productivity management systems that MIGTRA offers, we receive comments from companies stating that, although other systems exist on the market, none offers the level of detail and customization that we provide. Many companies focus their strategies on expanding operations and optimizing processes, but often dismiss the incorporation of advanced technology, perceiving it as a cost without return on investment. I believe that Colombia presents a vast landscape of opportunities in this regard, especially regarding the adoption of technology and innovation.

We face considerable challenges, including access to large-scale companies where initial communication has been difficult to establish. However, it is crucial to sow now to reap later, especially given that unmitigated risks can have a significant economic and reputational cost for companies. Technology and innovation have the potential not only to reduce those risks, but to tangibly improve profitability and operational efficiency.

What factors make MIGTRA's solutions relevant for transportation companies in Colombia?

Luisa: I have observed that our MIGTRA Carbon Footprint solution generates great interest among clients, especially in the current context of climate change. Global companies are actively seeking ways to adopt more sustainable practices and obtain 'carbon neutral' certification. Talking about carbon footprint measurement becomes, therefore, a focal point of great relevance, since many companies are especially interested in keeping these metrics updated. Additionally, our tools for monitoring risks linked to speeding, as well as our information management platforms and executive summaries, are proving to have high potential for improving decision-making in transportation companies. These solutions offer a comprehensive vision that is essential for operations optimization and safety.

Carlos: The market is very competitive and that is why I always tell clients that the more productivity you can have in the logistics chain and at the lowest cost, the more competitive you will be. That is a point where we have a great opportunity and it is linked to the motto "the lower the risk, the greater the productivity" because without accidents you are more efficient, you have savings and that translates into efficiency.

How would you describe the initial response of potential Colombian clients to MIGTRA's solutions?

Carlos: I perceive a high interest, given that it is relevant for companies to be at the forefront of technological topics. Large companies have development areas in occupational health and safety and want to have better working conditions. This is always one of the points of greatest interest for first clients.

Luisa: In my experience, prospects show high receptivity, especially when we approach topics from the angle of productivity improvement, carbon footprint reduction and road risk mitigation. Potential clients see in our services a tangible opportunity to optimize their performance and safety, which translates into highly appreciated added value.

In what ways do you think MIGTRA's solutions differ from other options in the Colombian market?

Luisa: We do not limit ourselves to providing raw data; we go beyond by offering effective strategies to manage them. We offer specific insights for each stage of the process and we focus on the particular details that each client needs. Additionally, the incorporation of advanced technologies such as artificial intelligence and machine learning gives us a significant competitive advantage. These tools enhance decision-making in companies by offering added value that goes beyond simple data collection.

Carlos: We know how to leverage the analysis of data and information that the client already has and convert them into information for decision-making with our innovative solutions. On a public road, for example, if you should drive at 30 km and the driver goes at 45 km, GPS does not know it and we can measure it. We can use the data for risk and productivity purposes. Many times, fleets do not get the necessary benefit from this information, but we have a multidisciplinary team composed of astrophysicists, astronomers and data scientists to do it and that is what differentiates us: we convert data into solutions, money, safety and savings.

How do you address the challenges of communicating technical concepts like AI and Machine Learning to clients?

Carlos: We rely on briefs, presentations and videos, but we also have knowledge of what we are offering. We are experts and if clients do not know in depth what artificial intelligence is, we are always willing to clarify points and resolve concerns. The goal is for the client to understand, comprehend and analyze what we are offering. For that, we accompany them throughout the entire process and at the end, the next steps, meetings, dates and strategy are defined.

Luisa: Regarding technical matters, we have made a concerted effort to raise our level of expertise, while adapting our language to be accessible to a broader audience. We use simpler terminology and clear, direct examples to make our presentations not only more understandable, but also more attractive and interactive. This approach has resulted in friendlier and more participative meetings. Furthermore, the intuitiveness of our tool significantly simplifies the approach process with potential clients, facilitating rapid and effective product adoption.

What is your human approach to establishing solid and lasting relationships with clients in Colombia?

Carlos: My philosophy is to build long-term relationships with clients, advising them in the joint search for the best solution for their needs, so that we can sit down to talk about business, but also have lunch and talk about soccer if the occasion arises, and everything that involves having a long-term professional relationship, in a personal way, and that allows client loyalty.

Luisa: My approach to establishing and maintaining effective corporate relationships is based on a deep understanding of the unique context of each organization we work with. This allows me to adapt our services in a way that is intuitive and relevant for each client. During negotiations, I not only ask what we can offer, but how we can solve the specific problems the organization faces. For example, if a company operates on high-risk routes, such as roads prone to accidents or landslides, I seek to understand these complexities to offer truly effective solutions. I firmly believe that empathy is an invaluable tool in this process. Understanding that an organization's motivations go beyond simple economic factors allows for a richer and mutually beneficial relationship. This approach not only improves our relationship with the client, but also helps them see the comprehensive value that our services can bring to their operation.

How do you see the future of MIGTRA in the Colombian market in the coming years?

Carlos: For the short, medium and long term, I see us as the first company that cares about reducing the risks of traffic accidents in this country, about raising awareness and generating a culture of protecting people's lives, humanizing cargo. I am passionate about this topic and it changes your mindset. When I am traveling in my car and I see traffic signs, now I understand the importance of respecting speed limits. Caring for and protecting life is very important. When it does not happen to you, it does not hurt, but last week a tanker truck overturned and one of the people who died was a relative of a friend of mine. If they had respected the speed limit, that person could have been saved. I believe MIGTRA is going to be the leading company in protecting people's lives on Colombia's highways.

Luisa: Considering the various complexities and challenges Colombia faces, I am firmly convinced that MIGTRA has enormous potential in this market. Colombia presents a series of conditions that make operations here inherently risky, and we are offering a solution that not only addresses these risks but also mitigates them effectively. While the importance of our system may not be immediately evident to everyone, we are confident that its relevance will become increasingly clear over time.

Is it within your plans to generate alliances with institutions in Colombia, as MIGTRA does in Chile with CONASET?

Carlos: Yes, it is a very important topic and we are working to establish contact with the Ministry of Transportation of Colombia and other organizations to replicate that association and hopefully in the coming years have the RAEV Award for the safest fleet competition in Colombia as well, thanks to government and private alliances.

What advantages do you see in the fact that MIGTRA is a company with international presence and experience in diverse areas?

Carlos: Many advantages. Mainly it is a service that can be replicated worldwide. The language of use and technology is universal and having presence in Chile, Peru, Mexico and Colombia will allow us to replicate it in more Latin American countries. When you are talking in meetings and you know you are part of a transnational company, that opens the door to larger markets. Surely it will be very beneficial for positioning MIGTRA if we make the decision to expand to other markets in the future, like Europe or the United States.

Luisa: Colombians exhibit a unique duality that gives us a significant competitive advantage. On one hand, the arrival of foreign companies tends to generate a positive and surprising impact on the local market, which places us in an advantageous position against our competitors. On the other hand, by communicating that we have an international presence, we not only reinforce our reputation, but also demonstrate a level of experience and competence that endorses us in every project we undertake.

What has been the most frequent question you have received from Colombian clients so far?

Carlos: "Who do you work with" is the most frequent question, because from there we arrive with an innovative product and service and we know how important it is to say that we work with the most important copper producer in the world and also with major mining companies, so we have important know-how.

Luisa: They are concerned about knowing how we handle critical aspects such as information management, the implementation of artificial intelligence and various technical issues. This curiosity reflects not only the importance of these areas in our service, but also the sophistication of our potential clients, who seek solutions at the forefront of technology.

If you found this interview interesting and want to learn more about how our "made in Chile" Artificial Intelligence and Machine Learning solutions can help your company improve its safety, productivity and have a greener fleet, you can contact Carlos and Luisa at ventascolombia@migtra.com.