LIMA – Peru has a “highly specialized, competitive and innovative” services sector with “high added value and differentiated costs,” making it the country’s second source of exports that will now be marketed globally under the brand name Peru Xpert.
The Peru Xpert brand will be officially presented this week during the 10th edition of the “Peru Service Summit,” Latin American’s largest service sector platform, which this year will be held virtually due to the COVID-19 pandemic.
“Peru Xpert will be born here. It is the sectoral brand that will identify the country’s exportation of services, which is among the largest source of exportables in Peru and which is extensive in terms of promoting human capital and technological innovation for services,” Luis Torres, president of the Commission for the Promotion of Peru for Exports and Tourism (Promperu), told EFE.
IMAGE OF A SECTOR
The idea behind the brand is to enhance the image of the sector and of a country where there is “an ancient legacy of the use of technology” and currently “where Peruvian entrepreneurs have added quality and excellence when offering variety, solutions, guarantee of trust and competitiveness, and “a notorious cost differential,” Torres added.
“Peru Xpert will provide an identity, like the one already given for other products such as the ‘superfoods’ pisco or alpaca … It will be an important brand, which will reaffirm good business practices and give an identity to an international marketing that supports service providers in Latin America, the US and Europe,” he said.
For Alvaro Borda, general producer of the Peruvian animation studio Maneki, the existence of this new brand that serves as an umbrella for a sector “that has a lot to offer” is a “great opportunity for Peru.”
“In our case, animation, the industry is becoming more and more powerful, and until a few years ago, we did not think that Peru would be able to export and that the eyes of the world would see the quality of the animation. But for about the last two or three years, the content industry has grown exponentially,” Borda said.
In his opinion, advances made “in the creative part,” in having “interesting prices,” providing “optimal services” and having “a technique that allows quality and speed” are equations that the Peruvian sector can contribute to growth in the foreign market.
The “Peru Xpert” brand will also serve to show the world some specialized and high-tech services that the country can offer, Javier Martinez, director of company Vibrotechnology, told EFE.
This Peruvian company offers – with its own technology and software – services to the mining and energy sectors and infrastructure for the control and prevention of industrial vibrations.
“We are technology in a mining country that always has these types of problems. And we have generated our own solutions. And that helps us to go out to the Caribbean, to the rest of America … that a mining country unites its experience in this field with software is something rich and interesting. But as a single company we are young, our voice would not be heard. The country brand will allow us to make things more fluid,” Martinez explained.
For Torres, the development of this brand is a new “milestone” in State policies developed by Peru to promote its foreign trade and particularly the service sector.
“In the country, there is a long-term vision and policies that promote it. There are State coalitions and private ones… all to support these policies,” he said.
The president of Promperu stressed that the holding of a new edition of the Peru Service Summit is proof of the perseverance of these policies and as an example of the consolidation of the country’s services sector.
Several international organizations concur that “this is the largest platform for the sector in the region … And other studies indicate that we are at the top of the table as a country for the development of services,” Torres explained.
In this year’s edition, marked by COVID-19, there will be a record number of international experts who will offer registered attendees lectures on market trends, public policies, business success stories and on the health emergency as a business opportunity, among other themes.
All this beyond the business rounds that will take place among the more than 1,000 entrepreneurs registered to participate in the forum, from industries such as software, engineering, Fintech or creative services based on “branding” design, animation, digital commerce and collections, among others.
In 2019, Peru exported $55.3 billion, of which the service sector contributed $7.6 billion, making it the largest contributor to Peruvian exports after mining.
In the first half of the year, despite the strong impact on the economy caused by the pandemic, knowledge-based professional services were the least affected (-14%), according to data provided by Promperu.