12+13 OCTOBER 2016


From Theory to Practice in the International Trade in Services

the event

The Latin American Association of Service Exporters is pleased to invite you to participate in the Sixth Annual Convention: “From Theory to Practice in the International Trade in Services.” to be held on October 12 and 13 in Santiago de Chile.

The event, co-organized by ALES, the General Direction of International Economic Relations (DIRECON) and ProChile, is a key opportunity to propel Latin America’s position in the services sector.

It will be a unique scenario in which, besides knowing the last trends in the market, there will be the opportunity to identify business and investment opportunities in the sector, and do networking with the main CEOs and leaders of international level.

It is expected that more than 300 service companies of the region and key world players of the United States and Europe attend the event, as well as delegates of 16 countries, Export and Investment Promotion Organizations, Chambers of Commerce and Exporters Associations.


Michelle Bachelet

President, Chile

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Abdel-Hamid Mamdouh

Director of the Trade in Services division, WTO, Switzerland

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Christine Bliss

President, Coalition of Service Industries (CSI), United States

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Luis Felipe Céspedes

Minister of Economy, Development and Tourism, Chile

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Trevor Loy

Lecturer, Stanford University, United States

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Claire A. Hemingway

Program Director, National Science Foundation, United States

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Danniza Gonzalez

Vice President, Walmart GSS Latin America, Costa Rica

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Cate Ambrose

President & Executive Director of Latin American Private Equity & Venture Capital Association, United States

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Alejandro Micco Aguayo

Undersecretary of Finance, Chile

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Pablo M. Garcia

President, Bank for Investment and Foreign Trade (BICE), Argentina

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Andres Rebolledo

General Director, DIRECON, Chile

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Carlos Pallotti

Undersecretary of Technology and Production services, Ministry of Production, Argentina

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Jessica López Saffie

Chief Executive Officer, BancoEstado, Chile

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Leonardo González Barceló

Latin America Analytics Platform Executive IBM, Chile

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Karina Fernandez-Stark

Senior Research Analyst, Duke University, United States

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Richard Moss Ferreira

Director, COBISCORP, Ecuador

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Edwin Portillo

General Manager, Engineering Company of Central America S.A. de C.V, El Salvador

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Renzo Sanchez

CEO, Artigame, Perú

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Juan Carlos Olcay Cárdenas

Chairman of the Board, Association of Consulting Engineers of Chile, Chile

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Peter Hill

President , Santiago Chamber of Commerce, Chile

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Monica Retamal

Executive Director, Kodea, Chile

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Herbert Schulz

Founder & CEO, Becual.com, Chile

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Francisco Mardones

Director of Internationalization, ChileTec, Chile

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Julio César Marambio R

General Director, Videogames Chile A.G., Chile

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Santiago Pinzon Galan

Vice President of Digital Transformation, ANDI, Colombia

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Mariana Ferreira

Manager of Trade Intelligence, Uruguay XXI, Uruguay

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George Lever

Manager of Studies, Santiago Chamber of Commerce, Chile

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Margarita Cid Lizondo

Executive Director, Chilemonos, Chile

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Javier Peña Capobianco

General Secretary, ALES, Uruguay

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Carlos Busso Vyhmeister

President, Technical Publication Services S.A., Chile

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Taiana Mora

Director, Dominican Republic Coalition of Services Industries, Dominican Republic

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Ninoshka Linde

Chair of the Board, p.p. Invest in Guatemala, ALES, Guatemala

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Pablo Manzano

Gerente Business Consulting, Everis Chile, Chile

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Daniel Legarda

Executive President, FEDEXPOR, Ecuador

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Carlos Álvarez Voullième

Director, InvestChile, Chile

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Rodolfo Saragoni

Former president, Chilean Association of Seismology and Earthquake Engineering, Chile

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Oliver Flögel

Country General Manager, Microsoft Chile, Chile

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Roland Despinoy

Director, Central American Software Services, El Salvador

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Roberto Yannuzzi

Board member, Uruguayan Chamber of Free Trade Zone, Uruguay

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Sergei Makedonski

President, ASTRA Partners, Rusia

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Silvana Vallejos

Executive Director, PROECUADOR, Ecuador

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Berioska Torres

Executive Director, AESOFT, Ecuador

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Organized by



The event will take place on Wednesday, Oct. 12 with a full-day speakers program and Business Meetings on Thursday, Oct .13. Attendance is free of charge, but registration is required.


8.30 - 9.00 Registration
9.00 - 9.30 Inauguration

Speaker: Michelle Bachelet, Peter Hill, Ninoshka Linde, Javier Peña Capobianco

9.30 - 10.15 New and/or better investments in the sector? Public policy focus to develop higher value added activities

Keynote: Javier Peña Capobianco
Speaker: Silvana Vallejos, Luis Felipe Céspedes, Alejandro Micco Aguayo

One of the key characteristics of investments in the global services sector is their sequential mode of operation. Generally, FDI in services starts by investing in low value added activities, which later, if the national ecosystem follows up, end up in greater operations of more substantial productive chains for the country. This is why public policies aimed at developing the sector should not focus on attracting new FDI exclusively, but also, in the after care and the development of the local supply so as both multinational corporations and international customers find a proper business environment to develop and/or outsource higher value added tasks with larger local effects.

10.15 - 11.00 People are the basis: What are the best recruitment, retention, and training HR strategies in services sectors?

Speaker: Sergei Makedonski, Claire A. Hemingway, Carlos Pallotti, Monica Retamal
Moderator: Ninoshka Linde

In the international trade in services the basis of business is the people, from back and front office agents in a Shared Service Center, the medium level manager and technical employee of an IT services provider, to, and even more, specialists in the higher value added services such as R&D, engineering, and architecture. The quality, efficiency, and effectiveness of the provided services depends directly on the employed personnel, which implies the need for a careful HR strategy, in terms of selection criteria, training, motivation, and career expectations of the employees within the firm. Discussions about the recruitment, retention, and training HR strategies, in particular in STEM (Science, Technology, Engineering y Mathematics).

11.00 - 11.30 Coffee & Networking
11.30 - 12.15 Multilateral Agenda: How do the international agreements under negotiation affect the company and the development of the Latin American region?

Speaker: Abdel-Hamid Mamdouh, Andres Rebolledo, Christine Bliss
Moderator: Santiago Pinzon Galan

In an international level, there are plenty of trade liberalization agreements, general and specific to trade in services, which together with bilateral agreements (such as the Double Taxation Agreements – DTAs), provided the current barriers, have direct effects in the competitiveness and fluency of trade and contribute to the business attractiveness of countries to be considered as good locations by the multinational corporations. However, there are also some consequences in terms of the regulation power of the national governments involved in each agreement. Discussions about states’ regulation and the potential direct effects of the TISA, TPP, and DTAs in the export of services of companies in particular, and the development of LATAM countries in general.

12.15 - 13.00 What are the key aspects to maximize success opportunities in the services sale?

Speaker: Oliver Flögel, Danniza Gonzalez, Pablo Manzano
Moderator: Daniel Legarda

In order to multiply sales a proactive attitude is a must. Businessmen have to involve all their personnel in all the business areas, from the strategic planning, the mode of operation locally and internationally (direct or indirect exports, outsourcing, franchise, strategic alliances, M&A, exports consortium, etc.), the financial situation, recruitment of employees, advertising and marketing, to even the analysis of the relevance of acquiring certifications in the industry, and the careful preparation before and after the participation in an international event. Practical recommendations to reach the next level.

14.30 - 14.45 Social Media: Which strategy should we use to reach more markets in the services internationalization?

World spend in online marketing has risen continuously and the presence in social networks is not questionable any more. However, are we making the most of these tools?

14.45 - 15.30 Lessons about the usefulness of free trade zones, industrial parks and technological poles in the international trade in services: What is the value proposition?

Speaker: Roberto Yannuzzi , Trevor Loy , Carlos Álvarez Voullième, Karina Fernandez-Stark
Moderator: Mariana Ferreira

Due to the growing competition in the international market of services, locations have the obligation of having value differentiators and real incentives to turn their sites more attractive for FDI. One of the most popular strategies in the services arena consist of the development of free trade zones, industrial parks, and technological poles which fulfill that need. Nonetheless, it is stated that by these means FDI is not the only beneficiary. Those zones can turn out to be true specialization and cluster centers, with effects on the development of specialized human capital, cutting-edge technology, and the advocacy of necessary policies and regulations for the industry.

15.30 - 15.45 Analytics: Are we analyzing it and directing our strategy as we should?

Speaker: Leonardo González Barceló

With the growing quantity of available data thanks to the ongoing increase of the ICT use and the availability of applications/tools to measure and examine the data, What information is key and how should we react to take the most of this technology and develop more effective growth strategies?

15.45 - 16.30 I have the idea, how do I fund it?

Speaker: Cate Ambrose, Pablo M. Garcia, Jessica López Saffie, Herbert Schulz

If in Latin America the access to financial services keeps being one of the most important barriers for both the development of start-ups and to grow an existing project in the trade in goods; in services, the challenge is double. One of the main reasons is the lack of real guarantees to be able to access traditional banking services. As a result, nowadays there are mechanisms, such as Crowdfunding, angel investors, public programs, public and private initiatives, and patent commercialization experiences which have been developed to outweigh that challenge and foster innovation, key basis of the current knowledge economy. How do you have access to more and better financial services for your ideas and projects? Experiences of both public and private opportunities.

16.30 - 17.00 Coffee & Networking
17.00 - 17.45 What is the Latin America and Caribbean proposition to the world?

Speaker: Rodolfo Saragoni, Roland Despinoy, Richard Moss Ferreira, Francisco Mardones, Carlos Busso Vyhmeister, Edwin Portillo, Juan Carlos Olcay Cárdenas, Renzo Sanchez, Julio César Marambio R, Margarita Cid Lizondo
Moderator: George Lever, Taiana Mora, Berioska Torres

Parallel Sessions: Information Technology; Architecture and Engineering; Animation & Videogames. The Latin America and Caribbean region is having an increasing role in the international trade in services. However, countries in Asia and Eastern Europe are also in the spotlight. How does LATAM differentiate itself and what is its specific value proposition in the IT, Architecture & Engineering, and Animation & Videogames services? What should the sale strategy be in each sector?

17.45 - 18.00 Closing Words



VI Annual Convention attendees will have the opportunity to meet with prospective international buyers from different countries of the Americas, specially invited to participate in the business meetings that will take place on October 13th at W Santiago Hotel.

Priority sectors are: video games and animation, information technology, engineering (the latter two with a focus on the following production areas: Mining, Energy, Agriculture and agroprocessing industry, health and education) and Banking services.

Online Registration is available until Friday 30th September 2016 10:00 pm at the following link:



Santiago de Chile is a popular destination, so be sure to secure your accommodations as quickly as possible to prevent hassle and reduce costs.


Isidora Goyenechea 3000, Santiago de Chile
Phone: (+56) 2-2770 0000

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