VALUATION AND NEGOTIATION OF TECHNOLOGY

CÓD: 212032

Step 2 – Create value from technologic innovation

UNIT 2 – Technology Valuation

Presented by:

Martha Yohana Alba Sánchez

Cod: 1.056.930.379
Iván Darío Gómez Tique
Cod:1.070.969.636

Karla Nathalia Triana

Tutor

Group: 212032_12

UNIVERSIDAD NACIONAL ABIERTA Y A DISTANCIA - UNAD

ESCUELA DE CIENCIAS BÁSICAS TECNOLOGÍA E INGENIERÍA
October
Bogotá
2019
Table of contents
Introduction ..................................................................................................................................... 3
Objectives......................................................................................................................................... 4
Justification´s Statistical Data chart per student (Activity 6) ............................................. 5
The contribution made by Martha Yohana Alba ...................................................................... 5
The contribution made by Ivan Dario Gomez .......................................................................... 6
Research Justification chart (Activity 7) ................................................................................ 11
References ..................................................................................................................................... 16
 Introduction

Through this work, it is hoped to recognize the contents of unit 2, technological

evaluation as a value to create and measure technological innovation methods,
working individually and collaboratively has as a study base on how to promote
digital transformation in Colombia.

The work based on the queries made to the material suggested by the course tutor
will study topics such as the value of intangible assets in a company, valuation
methods such as Revenue approach, Real options, Cost approach, Market
approach, among others, in order to perform each of the tasks in the activity guide.
 Objectives

General

 Identify and study the generalities of valuation methods

Specific

 Carry out the study and analysis of the value of the intangible assets of a
company, represented on a concept map.

 To make known through a conceptual map the methods of valuation,

characteristics and different uses.

 Identify the companies for the digital transformation of a company studying

some computer programs they use.
Justification´s Statistical Data chart per student (Activity 6)
The contribution made by Martha Yohana Alba

Justification´s Statistical Data

Student Martha Yohana Alba
name
Statistic No 1 According to Santiago Pinzón, vice president of Digital
Transformation of the National Association of Entrepreneurs
(ANDI), “according to the results in the Survey of Digital
Transformation, businessmen announced their concern about the
lack of digital culture 76%, due to ignorance 62% and the budget
for the implementation of 57% technologies”. This demonstrates
the interest of companies in minimizing the execution time of
activities and replacing some manual processes with software
applications.
El Tiempo, (2018), So is the digital transformation in Colombia. Retrieved October
10, 2019 from: https://www.eltiempo.com/contenido-comercial/asi-va-la-
transformacion-digital-en-colombia-209632
Statistic No 2 Use of the Internet: Promotes online sales, although many
companies prefer the traditional method, many potential
customers could buy online. So that this within a company would
be an advantage of the internet for companies, as it can be seen
today to sell and buy products or services online, creating
websites for this purpose, thus generating multiple alternatives for
users facilitating some processes for payment methods among
others.
Since there may be a lack of productivity and security threats,
companies are expected to manage programs that protect
information, thus avoiding programs such as viruses, Trojans,
spyware, etc., creating reliability in each process that is carried
out by electronic means, promotes online shopping in Colombia
with events such as eCommerce Day, Cyberlunes, offering users
discounts and payment facilities.
Colombian e-commerce chamber (2019).19% of Colombian Internet users buy
and pay for their products or services online. Retrieved October 10, 2019 from:
https://www.ccce.org.co/noticias/-internautas-colombianos-compra-y-paga-sus-
productos-servicios-online
Statistic No 3 Some of the obstacles that prevent Colombia from moving
forward with the digital incursion in companies we have: Queries
about privacy and data security, Lack of resources and budget,
Lack of internal staff with the right skill set and knowledge,
Changes Regulatory and legislative, immature digital culture,
increasing amount of information, concern about data privacy and
cybersecurity, digital transformation makes companies 26% more
 profitable is said in some studies but even so there is fear having
Consider the above.
Impacto tic Digital Transformation in Colombian companies moves forward but
slowed down. Retrieved October 10, 2019 from:
https://impactotic.co/transformacion-digital-en-las-empresas-de-colombia-
avanza-pero-no-tan-rapido/

The contribution made by Ivan Dario Gomez

Justification´s Statistical Data

Stude Ivan Dario Gomez Tique
nt
name
Statis ECONOMICALLY
tic No
58.9% of companies advanced or planned to invest in technology or
1
digital transformation in 2017. By sectors, the percentage is higher in the
companies of services (67.3%) than in the manufacturing industry
(52.4%).
However, it is important to bear in mind that the percentage of companies
in the industry manufacturing companies that are investing in technology,
increased slightly by 50% in 2016 to 52.4% in 2017.

Recovered from
http://www.andi.com.co/Uploads/Encuesta%20Transformaci%C3%B3n
%20Digital%20ANDI.pdf

With respect to the total number of entrepreneurs, 49.2% plan to invest

between 50,000 to 100,000 USD and 30.2% between 100,000 to 500,000
USD. The main objectives that companies seek with These investments
 in digital transformation are, in the first instance, the automation of
processes (82.8%) where the aim is to accelerate the execution time of
the activities and replace manual processes with software applications.
Reduce costs (57.8%) and generating new revenues (48.4%) were also
some of the reasons to invest in the digital age.
In the manufacturing industry, 87.9% of entrepreneurs invested between
50,000 in 2017 to USD 500,000 and the investment of the sector was
mainly used to automate processes (81.8%), reduce costs (54.5%) and
achieve disruption in their own industry or other industries (45.5%)

In the service sector, 70% of entrepreneurs invested between 50,000 in

2017
500,000 USD and the investment of the sector was mainly destined to
automate processes (83.9%), reduce costs (61.3%) and generate new
revenues (54.8%).

Recovered from
http://www.andi.com.co/Uploads/Encuesta%20Transformaci%C3%B3n
%20Digital%20ANDI.pdf

Recovered from
http://www.andi.com.co/Uploads/Encuesta%20Transformaci%C3%B3n
%20Digital%20ANDI.pdf

Statis ACADEMICALLY
tic No he main barriers and challenges that companies face today to achieve a
2 successful digital transformation are in their order, lack of culture (74.1%),
ignorance (61.6%) and budget (56.3%).
 Recovered from
http://www.andi.com.co/Uploads/Encuesta%20Transformaci%C3%B3n
%20Digital%20ANDI.pdf

In industry, the main concern today is the lack of culture (76.2%), when
in 2016, the main concern was financial resources. In the service sector,
The biggest barriers are ignorance and lack of culture (71.4%).

Recovered from
http://www.andi.com.co/Uploads/Encuesta%20Transformaci%C3%B3n
%20Digital%20ANDI.pdf

o achieve a successful digital transformation, different elements are

needed, where the The main one is the change of mentality. Similarly,
have the relevant technology and also the ideal digital talent to lead
change and make decisions. In this sense, companies are timidly moving
forward in raising the power and leadership of their team executive. In
2017, 50% of the total companies surveyed have a CIO (Chief Information
 Officer) and / or a CDO (Chief Digital Officer), percentage that is the same
in the industry manufacturing as in the service sector. In the
manufacturing industry, although identifies an increase with respect to
2016 (31.1%), half of them still do not have a Director of Information
Systems.

Recovered from
http://www.andi.com.co/Uploads/Encuesta%20Transformaci%C3%B3n
%20Digital%20ANDI.pdf

Recovered from
http://www.andi.com.co/Uploads/Encuesta%20Transformaci%C3%B3n
%20Digital%20ANDI.pdf

Statis SOCIALLY
tic No
3 In 2017 more than 98% of entrepreneurs consider It is important to
promote the use of emerging and digital technologies in the company. By
sectors, in the manufacturing industry 98.4% in 2017 compared to 78.5%
in 2016. In the sector
of services 98% in 2017.
The entrepreneurs belonging to the manufacturing industry and who
answered
In the affirmative, the technology they use the most is Cloud Computing
74.5%
increasing significantly compared to the previous year where the
percentage was 54.7%. Next in order of importance in 2017, Data
Analytics (58.2%), e-commerce (58.2%), digital marketing (45.5%),
provision of goods through
mobile devices (43.6%), internet of things (41.8%) and the use of robots
(34.5%).
 Recovered from
http://www.andi.com.co/Uploads/Encuesta%20Transformaci%C3%B3n
%20Digital%20ANDI.pdf

In the services sector, the most used technology is Cloud

Computing (78.0%), followed by
provision of services through mobile devices (68.3%), Data Analytics
(65.9%),
digital marketing (53.7%) and e-commerce (51.2%).

Recovered from
http://www.andi.com.co/Uploads/Encuesta%20Transformaci%C3%B3n
%20Digital%20ANDI.pdf
 http://www.andi.com.co/Uploads/Encuesta%20Transformaci%C3%B3n
%20Digital%20ANDI.pdf
Recovered from
http://www.andi.com.co/Uploads/Encuesta%20Transformaci%C3%B3n
%20Digital%20ANDI.pdf

Research Justification chart (Activity 7)

Research Justification

Group 212032_12
number
Problem of How to promote digital transformation in Colombian enterprises?
study
Global Training in a company must be constant because technology changes every
situation day, employers and workers have to keep up to date with the latest technology
with the innovation of equipment and services that provides extensive
knowledge for its management, Colombia occupies the third put in America in
the implementation of digital technology in companies, digital transformation
incurs in the fulfillment of objectives and makes the employee have greater
opportunities inside and outside the company acquiring knowledge, the global
digital transformation leads to the growth and development of new
technologies and platforms that provide, it is expected to adopt digital
technologies: digital competence, digital use, digital transformation, with the
capacity for use and transformation provided by digital literacy. The
transformation stage means that digital uses inherently allow new types of
innovation and creativity in a field, rather than improving and supporting
traditional methods.
In Europe, it can be estimated that 50% of the productivity growth is due to
investments in the Technologies of the Information and Communications
(TIC).
In the United States, it is estimated that labor productivity grew 74% between
1995 and 2007 by investments in TIC.
In China, more than 8 million companies they are doing business, even in
global markets, taking advantage of platforms like the one offered by Alibaba.
Chart potential clients worldwide

The digital economy represents more

than 22.5% of world PIB, and this
figure is expected to continue growing.

The World Economic Forum forecasts

that at
2030 there will be 1 trillion connected
things.

It is estimated that the economic

impact of the digitization in Latin
America and the Caribbean has
contributed 4.3% of PIB in eight years
(ECLAC, 2016).
National In 2018, it was marked by the future obligation of the electronic invoice that
situation led to the pace of digital transformation in Colombia, which implies that in
some companies bank credits are incurred to pay the costs that are required
in order to enter new technologies, According to the Ministry of TIC together
with the DNP, some strategies are planned to promote digital technology,
such as:

 Create a single fund and regulator to meet the challenges of

technological convergence in the TIC sector.
 Accelerate digital social inclusion through incentives to deploy
networks to reach the neediest homes.
 Generate a sustainable model of public Internet access in rural areas.
 Promote a State policy for digital transformation and the use of the
fourth industrial revolution, through the interoperability of platforms,
contact through the state's unique portal, use of emerging
technologies, digital security, training in digital talent, and promotion of
the entrepreneurship ecosystem.
 Improve Internet quality in the country.
 Promote the digital transformation of public administration through the
digitalization and mass automation of procedures.
 Design and execute a technological modernization plan of the DIAN.
 Use Big Data in the fight against corruption.

For the beginning of the year 2019 we have that Colombians have access to
free courses to be digital citizens, even so it should be taken into account that
not all people have the resources to compare a smartphone or a comparator
at home, therefore the the government has created space in the towns and
kiosks in order for low-income people to go and receive training.

It is said that the MinTIC has delivered 66,415 certifications from August 2018
to June 2019, of which 54,370 have been in the virtual mode and 12,045 have
been after face-to-face training.

The 12 thematic axes in which the courses are taught are related to literacy,
etiquette, communication, health and well-being, commerce, security, laws,
responsibilities and rights, access, digital government and culture, as well as
teleworking.

The national government hopes to diagnose the degree of digitalization of the

different sectors of the economy and, accordingly, formulate and articulate
policies and programs aimed at encouraging the use of information and
communications technologies in the productive processes of such sectors.
along with some other proposals in which they want all of Colombia from the
projection of strata to the highest strata to be included in the digital Colombia
programs.
 Some statistics on the use of digital media

Industrial The digital transformation of the industrial engineering sector, which

engineering addresses the social sector not only because of the impact it can generate
situation with its products at a cultural level but also by human capital is a key source
and a major factor in customer behavior, providing quality services and
innovating with new platforms, in Colombia it is hoped to improve the rail
infrastructure, invest in science and technology, increase productivity
factories by 2022, supporting 4,000 companies with productivity factories, with
reference to 200 current ones, to generate a dynamic, inclusive and
sustainable economy, promote inclusive and sustainable industrialization,
increase research and update industrial technologies, provide support for
domestic industrial diversification and the addition of value as well as
universal access to information and communications technologies improving
the working conditions of employees .
References Portafolio. (2018), Digital transformation for companies in the new economy.
Retrieved October 10, 2019 from:
https://www.portafolio.co/economia/transformacion-digital-para-empresas-
en-la-nueva-521459
Portafolio. (2019), Software and digital transformation, Honeywell axes.
Retrieved October 10, 2019 from: https://www.dinero.com/edicion-
impresa/negocios/articulo/transformacion-digital-en-la-banca-
colombiana/266399

National Planning Department. Pact for the Digital Transformation of

Colombia: Government, companies, universities and homes connected with
the Age of Knowledge. Retrieved October 10, 2019 from:
https://www.dnp.gov.co/DNPN/Plan-Nacional-de-Desarrollo/Paginas/Pactos-
Transversales/Pacto-transformacion-digital-de-Colombia/Transformacion-
digital.aspx
Dinero. (2018), Obligada transformación digital en Colombia. Retrieved
October 10, 2019 from: https://www.dinero.com/tecnologia/articulo/la-
transformacion-digital-en-colombia-segun-softland/265177
MinTIC. The digital future belongs to everyone. Retrieved October 10, 2019
from: https://www.mintic.gov.co/portal/inicio/Ministerio/Viceministerio-de-
Economia-Digital/
 References

Impacto tic Digital Transformation in Colombian companies moves forward but

slowed down. Retrieved October 10, 2019 from:
https://impactotic.co/transformacion-digital-en-las-empresas-de-colombia-avanza-
pero-no-tan-rapido/
Portafolio (2019), digital transformation makes companies 26% more profitable.
Retrieved October 10, 2019 from:
https://www.portafolio.co/negocios/empresas/transformacion-digital-hace-a-las-
empresas-un-26-mas-rentables-526064
Passov, R. (2003). How Much Cash Does Your Company Need? Harvard Business
Review, 81(11), 119–128. Retrieved October 10, 2019 from:
http://bibliotecavirtual.unad.edu.co/login?url=http://search.ebscohost.com/login.asp
x?direct=true&db=buh&AN=11187667&lang=es&site=eds-live&scope=site
Kuada, J. E. (2012). Research Methodology: A Project Guide for University Students
(pp 59-60). Frederiksberg C [Denmark]: Samfundslitteratur Press. Retrieved
October 10, 2019 from:
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live&scope=site&ebv=EB&ppid=pp_38
Triana Ortiz, K. (15,06,2017). Valuation Methods. [Video]. Retrieved October 10,
2019 from: http://hdl.handle.net/10596/12322
Cohen, J. A. (2005). Intangible Assets: Valuation and Economic Benefit (pp 84-87).
Hoboken, N.J.: Wiley. Retrieved October 10, 2019 from:
http://bibliotecavirtual.unad.edu.co/login?url=http://search.ebscohost.com/login.asp
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live&scope=site&ebv=EB&ppid=pp_C1
GHEŢA, I. M. (2017). Theoretical and Methodological Considerations Regarding the
Evaluation of Intangible Assets. (pp 373–376). Contemporary Readings in Law &
Social Justice, 9(2). Retrieved from
http://bibliotecavirtual.unad.edu.co/login?url=http://search.ebscohost.com/login.asp
x?direct=true&db=lgs&AN=126542114&lang=es&site=eds-live&scope=site
Mc Manus, J. P. (2012). Intellectual Property: From Creation to Commercialization:
A Practical Guide for Innovators & Researchers. 16. Valuation of Intellectual
Property. Oak Tree Press. Retrieved October 10, 2019 from:
http://bibliotecavirtual.unad.edu.co/login?url=http://search.ebscohost.com/login.asp
x?direct=true&db=nlebk&AN=1008965&lang=es&site=eds-
live&scope=site&ebv=EK&ppid=Page-__-20
Digital economy. Economy and digital transformation Retrieved October 10, 2019
from: http://proyectos.andi.com.co/Libro2/Paginas/assets/docs/capitulo-02.pdf