Post-pandemic connectivity: a new frontier of opportunities

Covid-19 has brought about unprecedented changes in virtually every country in the world over the past year. As a consequence, it promoted significant shocks in the most different economic sectors. It impacted not only sales volume or performance in many segments, but it has also radically affected consumer behavior. Companies and people are still adapting to act and live in a world that has undergone – and continues to undergo – permanent changes.

Some practices are already more naturally incorporated into daily life, such as videoconferences, delivery services and online product purchases. Certainly the pandemic has become a major accelerator of trends and companies that already had an ongoing digital transformation process were able to take advantage of the moment to consolidate and grow in their respective markets.

In this transition to the new post-covid reality, connectivity represents a central and fundamental figure for the good functioning of the economy and even of human relations, as it permeates and is present in many of the everyday environments. Next, I briefly comment on how it plays an essential role in some sectors, which certainly does not exhaust the infinite possibilities.


Despite high unemployment and falling consumer confidence, many retailers are showing robust results in recent months. Obviously this was possible due to e-commerce and the better knowledge on the part of retailers of how it should be implemented, either through the use of analytics, with better efficiency and experience for the consumer throughout the purchase journey, either through greater engagement work via social media.


At fintechs and digital banks are increasingly disputing the highly competitive financial and banking market with large institutions. Even the players Traditional companies are incorporating new technologies to meet the growing needs of this segment. Physical branches are closed and the use of cash decreases in a path of no return. Payment methods without contact with physical medium set the tone for the new moment.

At this point, it is worth mentioning the agreement signed between the Central Bank and Conexis Brasil Digital so that PIX Cobrança is another way to make life easier for consumers. Today it is already possible to make payments for prepaid services and soon postpaid users will also be able to make use of the tool. Caixa’s digital account for the payment and handling of Emergency Aid is also mentioned, which was only possible thanks to the free assignment by data traffic operators (zero rating).


Covid-19 and all the serious problems it still causes has driven an intense search for many facets that involve the health universe. From the concern inherent to the coronavirus itself and other communicable diseases to issues related to mental health and issues related to well-being.

In this field, there is a lot of room for telemedicine to advance and become an increasingly recurrent option for the population, even though there are still important regulatory barriers to overcome in several countries. Health applications of all kinds also proliferate and meet the most varied demands, from measuring vital indicators to those related to good rest and meditation.


One of the segments most impacted by the pandemic was education. With the suspension of face-to-face classes, students and entire families had to adapt to the new routine of remote classes. Driven by the need to provide knowledge in times of distance, EAD has strengthened itself as a reality and must maintain a prominent place – albeit at lower levels – even after the wide vaccination.

The world today breathes connectivity. Many other examples of applications could have been cited and would still not be enough to embrace a fraction of the possibilities that this universe understands. The best news is that this story is still in its initial steps and there is an unimaginable path of progress ahead.


Marcos Ferrari, monthly columnist at TecMundo, Is CEO of Conexis Brasil Digital, a new brand of SindiTelebrasil. He holds a PhD in Economics from the Federal University of Rio de Janeiro and was Director of Infrastructure and Government at the National Bank for Economic and Social Development (BNDES). He was also Secretary of Economic Affairs of the Ministry of Planning from 2016 to 2018 and Deputy Secretary of Economic Policy of the Ministry of Finance. In addition, he served as president of the Espírito Santo Research Support Foundation.

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