{"id":27347,"date":"2017-01-05T21:16:24","date_gmt":"2017-01-05T21:16:24","guid":{"rendered":"http:\/\/kyvo.com.br\/?p=27347"},"modified":"2018-02-07T17:13:19","modified_gmt":"2018-02-07T17:13:19","slug":"startups-e-service-design-como-grandes-empresas-evitam-ser-uberizadas","status":"publish","type":"post","link":"https:\/\/kyvo.global\/br\/insights\/startups-e-service-design-como-grandes-empresas-evitam-ser-uberizadas","title":{"rendered":"Startups e service design: como grandes empresas evitam ser \u201cuberizadas\u201d"},"content":{"rendered":"<p>Voc\u00ea j\u00e1 se imaginou <em class=\"markup--em markup--p-em\">uberizado<\/em>? Ou ent\u00e3o tentou antever o que seria do setor de atua\u00e7\u00e3o da sua empresa se nele houvesse um processo de <em class=\"markup--em markup--p-em\">uberiza\u00e7\u00e3o<\/em>? O termo <em class=\"markup--em markup--p-em\">uberiza\u00e7\u00e3o<\/em> n\u00e3o foi cunhado por um taxista revoltado com o servi\u00e7o concorrente. Veio, no fim de 2014, do <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.ft.com\/content\/377f7054-81ef-11e4-b9d0-00144feabdc0#axzz3tw8WG1TM\" target=\"_blank\" rel=\"nofollow noopener\"><strong class=\"markup--strong markup--p-strong\">publicit\u00e1rio Maurice Levy<\/strong><\/a>, l\u00edder do grupo Publicis h\u00e1 d\u00e9cadas e uma das maiores refer\u00eancias do setor. Refletia, essencialmente, o grande receio de seus clientes, todos gigantes de atua\u00e7\u00e3o multinacional: sofrerem uma reviravolta provocada por alguma nova tecnologia ou servi\u00e7o, assim como aconteceu com os taxistas.<\/p>\n<p id=\"c4fd\" class=\"graf graf--p graf--startsWithDoubleQuote graf-after--p\">\u201cO Uber \u00e9 uma empresa jovem que veio para atuar em um campo dos mais tradicionais da economia, onde ningu\u00e9m apostava que uma empresa poderia ser global. E eles t\u00eam transformado o mercado. Isto significa que, com as grandes ideias, \u00e9 poss\u00edvel transformar. Este fen\u00f4meno pode acontecer com qualquer \u00e1rea. \u00c9 preciso estar preparado para n\u00e3o ser <em class=\"markup--em markup--p-em\">uberizado<\/em>\u201d, explicou Levy, meses depois.<\/p>\n<p id=\"3b81\" class=\"graf graf--p graf-after--p\">De l\u00e1 para c\u00e1, a movimenta\u00e7\u00e3o das empresas para <em class=\"markup--em markup--p-em\">uberizar<\/em>, ao inv\u00e9s de serem <em class=\"markup--em markup--p-em\">uberizadas<\/em> se tornou intensa. Seja via aquisi\u00e7\u00f5es, como <a class=\"markup--anchor markup--p-anchor\" href=\"http:\/\/www.valor.com.br\/empresas\/4641377\/unilever-compra-startup-para-desafiar-pg\" target=\"_blank\" rel=\"nofollow noopener\"><strong class=\"markup--strong markup--p-strong\">fez recentemente a Unilever<\/strong><\/a>, ou por <a class=\"markup--anchor markup--p-anchor\" href=\"http:\/\/www.businesswire.com\/news\/home\/20160211005408\/en\/JetBlue-Launches-JetBlue-Technology-Ventures-Silicon-Valley\" target=\"_blank\" rel=\"nofollow noopener\"><strong class=\"markup--strong markup--p-strong\">acelera\u00e7\u00e3o de startups como fez a JetBlue<\/strong><\/a>, a exemplo do que v\u00e1rias empresas tradicionais v\u00eam fazendo. Uma tend\u00eancia que cada vez mais se parece irrevers\u00edvel para as grandes companhias.<\/p>\n<p id=\"b7e3\" class=\"graf graf--p graf-after--p\">Temos trabalhado na KYVO com empresas de todos os portes, algumas delas entre as 10 maiores do Brasil, sempre na busca de criar o ambiente prop\u00edcio para <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.instagram.com\/p\/BM39eIKgTQI\/\" target=\"_blank\" rel=\"nofollow noopener\"><strong class=\"markup--strong markup--p-strong\">promover a inova\u00e7\u00e3o<\/strong><\/a>. E invariavelmente essa busca envolve startups e novos meios de trazer a chamada disrup\u00e7\u00e3o \u00e0 tona.<\/p>\n<p id=\"a0fa\" class=\"graf graf--p graf-after--p\">O chamado \u201ccorporate venture\u201d chegou com for\u00e7a ao mercado nacional nos \u00faltimos dois anos e deve se consolidar ainda mais em 2017. J\u00e1 s\u00e3o in\u00fameras iniciativas nesse sentido, nos mais variados setores (transportes, financeiro, varejo, etc\u2026). O <a class=\"markup--anchor markup--p-anchor\" href=\"http:\/\/conteudo.startse.com.br\/mercado\/juniorboneli\/itau-lanca-centro-de-empreendedorismo-de-5-mil-metros-quadrados-para-50-startups\/\" target=\"_blank\" rel=\"nofollow noopener\"><strong class=\"markup--strong markup--p-strong\">Cubo<\/strong><\/a>, patrocinado pelo Ita\u00fa, ou a <a class=\"markup--anchor markup--p-anchor\" href=\"http:\/\/conteudo.startse.com.br\/mercado\/juniorboneli\/porto-seguro-cria-aceleradora-de-startups-com-investimento-de-us-150-por-empresa\/\" target=\"_blank\" rel=\"nofollow noopener\"><strong class=\"markup--strong markup--p-strong\">Oxig\u00eanio<\/strong><\/a>, pela Porto Seguro, s\u00e3o exemplos nacionais do caminho que o mercado corporativo tem seguido para atender \u00e0 demanda por inova\u00e7\u00e3o.<\/p>\n<p id=\"5bfb\" class=\"graf graf--p graf-after--p graf--last\">O service design \u00e9 outra tend\u00eancia adotada por grandes corpora\u00e7\u00f5es. Numa iniciativa que extrapola a cria\u00e7\u00e3o de setores dedicados \u00e0 pesquisa e desenvolvimento dentro das empresas, as t\u00e9cnicas oriundas do <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.service-design-network.org\/chapters\/brazil\/headlines\/como-o-service-design-thinking-pode-ser-o-caminho-para-a-transformao-de-sua-rea-de-ti\" target=\"_blank\" rel=\"nofollow noopener\"><strong class=\"markup--strong markup--p-strong\">service design<\/strong><\/a> oferecem a possibilidade de tornar grandes corpora\u00e7\u00f5es em empresas disruptivas. Baseiam-se sobretudo no ambiente de transforma\u00e7\u00e3o digital, design interativo, experi\u00eancia do consumidor e inova\u00e7\u00e3o de produtos. Fora do Brasil, j\u00e1 h\u00e1 uma verdadeira corrida para a <a class=\"markup--anchor markup--p-anchor\" href=\"http:\/\/www.forbes.com\/sites\/falgunidesai\/2016\/03\/23\/the-rise-of-digital-consultancies\/#4fd91ac5e44a\" target=\"_blank\" rel=\"nofollow noopener\"><strong class=\"markup--strong markup--p-strong\">aquisi\u00e7\u00e3o de empresas especializadas no setor<\/strong><\/a>.<\/p>\n<p class=\"graf graf--p graf-after--p graf--last\"><em class=\"markup--em markup--p-em\">Texto originalmente publicado em nosso <\/em><a class=\"markup--anchor markup--p-anchor\" href=\"http:\/\/conteudo.startse.com.br\/author\/hiltonmenezes\/\" target=\"_blank\" rel=\"nofollow noopener\"><em class=\"markup--em markup--p-em\">canal no StartSe<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>O que a JetBlue, a Unilever, a BRF, a Porto Seguro e o Ita\u00fa t\u00eam em comum? Todas correm para n\u00e3o serem uberizadas<\/p>\n","protected":false},"author":6,"featured_media":27351,"comment_status":"open","ping_status":"open","sticky":false,"template":"single-insights.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[111],"tags":[25,26,24,27],"class_list":["post-27347","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights","tag-inovacao","tag-kyvo","tag-startups","tag-uber","cat-111-id"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Startups e service design: como grandes empresas evitam ser \u201cuberizadas\u201d - Kyvo Design-Driven Innovation Brasil<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/kyvo.global\/br\/insights\/startups-e-service-design-como-grandes-empresas-evitam-ser-uberizadas\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Startups e service design: como grandes empresas evitam ser \u201cuberizadas\u201d - Kyvo Design-Driven Innovation Brasil\" \/>\n<meta property=\"og:description\" content=\"O que a JetBlue, a Unilever, a BRF, a Porto Seguro e o Ita\u00fa t\u00eam em comum? 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