Paulo Andreoli - Cellular Business Intelligence

2017 by Paulo Andreoli

Also published in Portuguese/Brazil with the title
Cellular Business Intelligence: uma questo de sobrevivncia by Paulo Andreoli Editor, So Paulo, 2017.

Editorial project

Eliana S

Cover and graphic design

Silvia Massaro

Proofreader

Marg Negro

Conversion to ePub

SCALT Solues Editoriais

Dados Internacionais de Catalogao na Publicao (CIP)

(Cmara Brasileira do Livro, SP, Brasil)

Andreoli, Paulo

Cellular Business Intelligence : a matter of survival / Paulo Andreoli ; foreword Raquel Janissek- Muniz ; English version Adolfo Carlos von Randow. So Paulo : Ed. do Autor, 2017.

Bibliografia.

ISBN: 978-85-8202-075-3

1. Comunicao - Inovaes tecnolgicas 2. Comunicao nas organizaes 3. Estratgia 4. Inteligncia Antecipativa 5. Negcios 6. Sistemas de comunicao mvel 7. Tecnologia da informao e comunicao 8. Telefones celulares I. Janissek-Muniz, Raquel. II. Ttulo.

17-08189 CDD-658.45

ndices para catlogo sistemtico:

1. Comunicao corporativa : Administrao 658.45

All the rights reserved to Paulo Andreoli Editor

paulo.andreoli@mslgroup.com

SUPPORT:

This book is dedicated to the entrepreneurs,
the CEOs, the corporate communication
professionals and to my master
and source of inspiration, Maurice Levy

T he word intelligence comes from the Latin language. It originates from intelligere, comprising intel, which means between and legere, which means to know how to make a choice, to elect amongst several elements, to know how to read; the latter means to know how to put letters together. Therefore, intelligence is about knowing how to read between the lines, understanding, noticing, to notice and to know how to distinguish about certain issues. The verb to anticipate, in turn, has been borrowed from Latin, antecipare, which comprises ante (before) and capere (to take); meaning to advance, to do (something) before it is expected.

When we associate the two elements, what we have is the Anticipative Intelligence concept, which means to have the ability to imagine, from information elements observed within the organizational environment, one or several potential outcomes. To anticipate is to defend a universe in which the future is not fate, it is not laid out, established and forecast, and is not part of a trend, but can be put together progressively, according to our acts and decisions. It is also the result of the sense (understanding) and of our interpretations of its possible consequences.

This book, Cellular Business Intelligence, is also the result of a choice, of the ability to imagine and associate information elements observed throughout ones life by someone who is experienced in creating a future that can be achieved. This book is the product of the associative aspiration of a professional who has market experience, talent in his bloodstream, and knowledge of the backstage practices in the corporate world.

Paulo Andreoli, with his communication talent, has long been engaged with Anticipative Intelligence, in an intuitive way, by recognizing and anticipating the impact of the power and decision-making interconnections amongst agencies, departments, clients, stakeholders and large government and private-sector organizations.

By putting together all that he learned throughout his career with the intent to improve on what he had been doing as second nature, Mr. Andreoli has sought, in theory, elements that could provide the underpinnings to his understanding of the theme. In Anticipative Intelligence he found the theoretical foundation to back his ideas up. And that is how I got involved with the process.

Having studied Anticipative Intelligence during my doctoral studies, under the aegis of Professor Humbert Lesca a living legend at Universit Pierre Mends-France in Grenoble, I returned to Brazil with ambitious plans. As I got off the plane I had a challenge in mind: I wanted to share, in Brazil, the knowledge I had acquired throughout four unforgettable years as a member of a French research team (veille-strategique.org).

My plan was to put together initiatives that would encompass the academic and the corporate communities. As a matter of fact, I have always believed that the association between academia and business should be one of the main goals behind scientific research efforts. Thus, it was a challenge for me to put on record, academically speaking, the empirical evidence found in the dynamic flow between science and business practice, while I tried to articulate scientific research as a relevant factor, as something recognized as valuable for the business environment.

Bearing this challenge in mind, I returned to the School of Business Administration of Universidade Federal do Rio Grande do Sul (UFRGS), where I started my post-doctoral studies. Such studies would kickstart my activities in the following years. A lot has been achieved since then! Research, projects, publication, lectures, courses, consultancy work... In this context, the Anticipative Intelligence concept grew exponentially, having been given a slingshot by our academic initiatives, some inroads into professional environments, and also, of course, due to the evolution of the understanding, on the part of corporations, of the importance of monitoring the environment through formal and structured intelligence processes.

But science thrives on economic stimulus, and I felt the academia corporation bridge had to be strengthened. In fact, all of our research efforts, even though they were supported by numerous studies, sought for something that could reinforce the interaction amongst these worlds. Then Mr. Andreoli asked to see me. We had a conversation that was a perfect fit for my desire to get these two worlds together.

I believe we find room whenever we are ready to find new roads. The roads intersected, the conversations flowed, and a team was put together. Different views of the same issues came up, the awareness grew stronger, and a solution was developed. The results are manifold: a complementary understanding; a new concept that puts together the best from academia and the best from the entrepreneurial world, a solution that is not limited into itself, but rather, one which acquires more value as perception and cooperation come along; a new intelligence gateway: Cellular Business Intelligence (CBI).

This book, which Mr. Andreoli went ahead and organized, has been devised for those who believe the world evolves and the ensuing changes are more than inevitable. In fact, they are desirable! They also bring uncertainties, but following this evolution by careful and selected monitoring of anticipating signals is one way of surging ahead and maintaining a business with sustainability and perpetuity. Teams that are aware of the strategic importance of staying ahead of the market seek to keep their vantage point by supporting themselves on established Anticipative Intelligence processes.

For those who seek to delve deeper into the concept and into the vast theoretical underpinnings of the solution, free access is provided to the academic gateway (ieabrasil.com.br). If you are amongst those who seek practical application, you can follow the roadmap that wraps this well-articulated book together, enabling CBI to count on the best from academia and the best from the corporate world as far as intelligence is concerned. Academia benefits from the practical application of our researchs concepts. Corporations benefit from a unique and innovative Anticipative Intelligence approach. We all benefit from the endless loop and from continuous reinforcement provided by the scientific-economic stimulae. I am honored to participate in this project.