Amparo Orozco
Karina Sanchez Baca
Jessica Pineda
Raul Ricardo Carrasco Pérez
EGADE Business School Tecnologico de Monterrey
Fernanda Concha
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Cocula digital is a project to get into the financial system some of the undeveloped communities in Mexico. This is to create more opportunities to acquire affordable and innovative financial services, allowing the sustainable development of the community and getting financial education.
BBVA is looking to digitalize the community through its apps, this will reduce to the minimum the use of cash and will create a digital environment for the people and the bank.
It allows people to access financial services even when they do not have a bank account, this will promote the financial education and culture, the development of the community and sustainable tourism.
In the case of the UN SDGs, this project contributes to:
No. 8 Decent work and economic growth: 8.10 Strengthen the capacity of domestic financial institutions to encourage and expand access to banking, insurance and financial services for all. In this specific SDG, this project helps to make accessible financial services and banking to communities that have been left behind, not only by creating banking accounts but educating these communities in financial subjects and how this benefits them.
No. 9 Build resilient infrastructure, promote sustainable industrialization and foster innovation: 9.3 Increase the access of small-scale industrial and other enterprises, in particular in developing countries, to financial services, including affordable credit, and their integration into value chains and markets. The project is trying to create a relationship within the communities, the small vendors and the financial system. The idea is to give them the opportunity to understand how they can get benefits from getting into the financial system and also use digitalization to improve their businesses.
No. 17 Revitalize the global partnership for sustainable development: 17.16 Enhance the global partnership for sustainable development, complemented by multi-stakeholder partnerships that mobilize and share knowledge, expertise, technology and financial resources, to support the achievement of the sustainable development goals in all countries, in particular developing countries
17.17 Encourage and promote effective public, public-private and civil society partnerships, building on the experience and resourcing strategies of partnerships
With this project, not only is BBVA doing its part, but also it is working in a joint venture with the government. Additionally, they asked for a partnership with Telcel and Comex (private companies) to get involved with the improvement of the network from 3G to 4G and to offer affordable mobile phones so people could get in touch with the technology for the use of the apps. Also Comex is helping with the painting of the city and getting some repairs of some parts of the city.
Another thing that she mentioned is that they are looking to make a change in the mindset of the community, in her words "..after you see the person who sells apples doing it with a QR code, after that, everything is possible".
Also with this project she makes a focal point that the financial education is something that is lifelong.
She thinks that this innovation is something different and a new way to approach the people: "We are not arriving in an invasive way, but offering solutions. The innovative thing here is the way we approach the inhabitants of Cocula because it is a personalized language".
The main purpose of avoiding the use of cash is to prevent any corruption related situations and money laundering in these little communities where drug traffic and narco dominates them.
The impact is starting since the digitalization of the city is bringing more tourism to it, maybe because of the curiosity of people to be in a totally digital town plus a touristic place was chosen for this project. Another thing that shows already is the change in the buildings of the city since they just got repainted and reconstructed in some cases; this brings a new face to the inhabitants and a good look for tourists.
The benefit for BBVA is through different factors:
In overall, BBVA gets a benefit because it increases its sales, credits, investments, etc. Besides this turns it into the official banking system in the city and since this project is going to be replicated in other cities, it will improve BBVA's image and with this its brand equity.
All this will eventually affect the number of stores opened in every town and it will create more jobs for the people who reside in it.
Additionally, the idea is to educate the community in the use of financial and digital tools that allow them to increase their revenue and improve their businesses. Also it will bring more tourism to a city that has a constant flow of tourists as it is the birthplace of the traditional Mexican Mariachi.
On a long term, it will not only allow them to sell locally, but with the digitalization, this will let some of them to start selling outside their city and project their businesses to the country and even more. In addition, it is a good way to increase the different offers of products and services in the town, making it easier for tourists to make purchases, even the simplest ones.
This project will be replicated in other cities, this will help them grow and have more opportunities, even with new jobs, new services, etc. It will help them bring more people to spend to their little towns and eventually make them a touristic place that will move the economy in them.
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Gabriela Ornelas Perez, Project Manager
BBVA is a customer-centric global financial services group founded in 1857. The institution rests on solid values: Customer comes first. Its responsible banking model aspires to achieve a more inclusive and sustainable society.