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Financiar La Reputación Febrero, 2021 Financiar la reputación La proliferación de plataformas web para el intercambio de bienes y servicios que hoy estamos presenciando, comienzan a posicionarse como una opción fehaciente para apalear los constantes retos económicos de las personas. Estas plataformas permiten a los usuarios ofrecer servicios muy diversos, desde los más especializados como el desarrollo de software en Freelancer.mx hasta aquellos de apoyo a tareas cotidianas como armar una mesa recién comprada, solicitando ayuda a través de Taskrabbit.com. Todas estas plataformas se basan en la confianza entre usuarios. Whipcar, Airbnb, Uber, son algunos de las tantas plataformas web que tienen un mismo factor común, sus transacciones se basan en la reputación de los usuarios. Son muchos los retos que las empresas de Internet deben afrontar para consolidarse, entre otros, la incertidumbre, el desconocimiento, pero sobre todo la desconfianza natural e implícita en todos los usuarios que interactuamos por primera vez con cualquier tecnología nueva. Las empresas “punto com” de los años 90’s lo aprendieron a la mala, les costó miles de millones de dólares creer que sólo bastaba con estar en la Internet para tener éxito. La lección la aprovecharon muy bien las hoy llamadas startup tecnológicas. El éxito resultó estar concentrado en un sólo factor: la reputación. Todas las tecnológicas fundadas a partir del año 2000 centraron sus esfuerzos en generar algoritmos que reforzarán sus modelos de negocios, sin importar cual, ¿B2B, B2C o C2C? No es relevante el modelo siempre y cuando el algoritmo logra dos objetivos claros y concisos: primero generar comunidad y segundo, regular la reputación de los usuarios de la comunidad. La reputación se alimenta y crece con las interacciones realizadas satisfactoriamente entre los individuos. Después de una transacción entre pares, la persona A califica a la persona B. Ambos se califican en una métrica determinada por la plataforma que usan. La comunidad se autorregula y deja rezagados a quienes no comparten sus valores o no cumplen los acuerdos. La medición de la reputación ha sido adoptada como una métrica absoluta de la confianza que se le tiene o se gana un usuario dentro de una plataforma de intercambio de bienes y servicios. La reputación, en estas comunidades, lo es todo y lo será aún más en los próximos años. La reputación se coloca por encima del producto o el servicio dentro de estas plataformas. ¿Cómo saber si esa persona que te hospedará en su casa cumplirá con lo acordado? Airbnb.com muestra la reputación de los anfitriones, así como los comentarios de otros huéspedes. Lo mismo pasa en Mercadolibre.com ¿confiarías en un vendedor con mala reputación? La respuesta es obvia, como obvio es que la confianza se transforma en reputación y la reputación en más transacciones, y éstas en dinero. Por lo tanto, para obtener crédito (credibilidad) dentro de una plataforma como Airbnb o Mercado Libre, deberás tener una excelente reputación. Febrero, 2021 La economía de la reputación también llamada por algunos como consumismo colaborativo, se presenta como una opción asequible para que la mayoría de las personas enfrenten crisis y recesiones económicas cíclicas (con ciclos cada vez más cortos) incluyendo los estragos causados por esta pandemia del Covid19, pues es a través de estas plataformas basadas en la economía de la reputación, las personas pueden OBTENER recursos económicos o disminuir sus gastos corrientes. Whipcar.com es una plataforma que permite a las personas poner a disposición de terceros su automóvil durante su trayecto al trabajo (rites), o en su rutina diaria de ir a la escuela, incluso durante el recorrido para visitar a parientes, amigos o lugares de esparcimiento los fines de semana. Esto permite reducir los gastos en gasolina, casetas, entre otros, generando así ahorros o pequeños excedentes económicos que a la larga mejoran la economía tanto de la persona A como de la persona B. Kenechi Ohmae en su libro El próximo escenario global (Ed. Norman, 2005), los dejaba entre ver cuando definió al idioma y a la moneda, que impulsados por la Internet serían las Plataformas para el progreso (Capítulo 5) durante el siglo 21. Tomando como punto de partida ese gran análisis de Ohmae en 2005, ¿debería de asombrarnos la vertiginosa transformación del escenario global? Apenas una década después, el consumismo colaborativo deja a un lado a la empresa como protagonista del capital, poniendo a las personas, sus bienes y capacidades, como los verdaderos protagonistas de una nueva economía, la economía de la reputación, en la que sin duda subyace el conocimiento como moneda de cambio; así, la reputación se manifiesta hoy como una más de las plataformas para el progreso en este nuevo siglo. Sin embargo, pareciera que el consumo colaborativo nos remonta a las épocas del trueque y el intercambio de bienes del modelo económico precolombino, pero no es así, La realidad es que esta nueva economía empodera al usuario, lo independiza del sistema, le da las herramientas y los medios para aprovecharse de sus propias capacidades-habilidades (taskrabbit.com) y de sus bienes (whipcar.com), y coloca su reputación como el nuevo crédito para acceder a esa economía. Pero las relaciones interpersonales nunca han sido tan sencillas, y la tecnología lo pone aún más sobre relieve. Existen muchos retos para la consolidación de esta naciente economía. La regulación de los datos apenas comienza, la seguridad de la información sigue siendo el “coco” de las empresas tecnológicas, la transparencia de los intermediarios, la portabilidad de la reputación, los impuestos y las regulaciones del gobierno entre muchos otros temas que deberán resolverse. Entonces, sólo así, podríamos estar ante un escenario donde se intensifique el uso de estas plataformas y muchas que están por venir, como consecuencia de la capitalización de la reputación y el conocimiento de los usuarios. Entrados en la tercera década de este siglo, aparecen en escena las Fintech, incentivadas por el éxito de los algoritmos de Facebook, Google y Netflix, tan amargamente expuestos en documentales como Cambridge Analytica y The social dilemma, entre otros. Las Fintech se presentan como la apuesta tecnológica más importante del sector financiero desde la invención de la tarjeta de crédito hace más de un siglo ( 1914). Febrero, 2021 Las Fintech aprovecharán el camino allanado por las tecnológicas y tendrán que seguir su fórmula básica: comunidad y reputación. Es el único camino hasta ahora conocido para lograr el éxito en la Internet. Así pues, la llegada de las Fintech, en lo que se consolidad o fracasan, nos confirman que la economía de la reputación llegó para quedarse y es apenas el preámbulo del advenimiento de la economía del conocimiento. Financiar la reputación también es financiar el conocimiento. Héctor Manuel Aceves Ortega Director del Clúster de Tecnologías de la Información del Estado de Colima Miembro del Consejo Consultivo Estatal de Nafin en Colima. .
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