Q: What have been the most significant changes you have identified in the Latin American market, considering the accelerated digital transformation?
A: SONDA has over 50 years of history as a Latin American technology integrator, a trajectory that reflects our ability to continuously innovate and transform our services. This evolution has been essential to remain relevant in a highly dynamic industry. Our core capabilities have been part of our offering for decades, but they have undergone constant renewal driven by technological advancements. We have incorporated AI across our operations, enabling, for example, automated incident resolution in data centers and high levels of digital self-service in help desk interactions. This transformation has significantly improved efficiency, reduced response times, and enhanced service quality.
AI is no longer simply a tool for optimization; it has become a key factor for competitiveness and long-term sustainability. Without these capabilities, it would be difficult to meet market price expectations or remain competitive, as automation and efficiency gains are increasingly necessary to sustain business models over time.
Unlike previous technological waves, AI adoption is being by individuals rather than by enterprises. This creates a new dynamic in which organizations must adapt to increasingly digital-savvy users, rather than shaping user behavior themselves. As a result, expectations around digital experiences have risen significantly, particularly in areas such as omnichannel engagement and service immediacy.
Q: Mexico is SONDA’s third most important market. What opportunities does this market offer?
A: Companies and public institutions are prioritizing process automation to improve efficiency and remain competitive. This is especially relevant due to recent structural changes, such as reductions in working hours, which require higher levels of automation to avoid increased operational costs.
Mexico is a market with significant potential. There is still considerable room to support organizations in their digital transformation journeys. For the public sector, this means improving service delivery and quality of life for citizens. For the private sector, it involves strengthening competitiveness through more efficient, agile, and resilient operations.
Q: What internal corporate strategies have allowed SONDA to offer such a wide range of services and consistently prioritize the client experience?
A: Access to information and technology has become increasingly democratized. As a result, differentiation no longer lies primarily in access to knowledge or tools, but in execution. The true competitive advantage is the ability to implement complex projects effectively and consistently. SONDA’s differentiation is rooted in our execution capabilities. We have accumulated extensive experience delivering large-scale digital transformation projects across multiple industries, which allows us to translate strategy into tangible outcomes. This includes not only technical deployment but also ensuring that solutions operate efficiently, scale appropriately, and deliver measurable value over time.
A clear example of this is our work in public transportation systems. Early implementations focused on contactless card-based payment systems. Over time, these solutions have evolved into fully integrated, cloud-based platforms that enable payments through credit cards, QR codes, and other digital methods, eliminating the need for physical cards. At the same time, these systems are now connected to broader operational platforms, enabling real-time data exchange and more intelligent transport planning for users. This evolution reflects our ability to continuously adapt solutions to changing user expectations and operational demands. Our experience allows us to define timelines, establish performance metrics, and structure projects in a way that ensures successful delivery.
In Latin America, this capability is particularly relevant. Many countries in the region are still advancing their digital infrastructure, as it is understood that digitalization plays a critical role in accelerating economic development and reducing social gaps. This is reflected in the availability of funding from multilateral organizations aimed at supporting digital inclusion initiatives. However, access to funding is not the primary constraint. The greater challenge lies in designing viable projects, defining appropriate technical architectures, and executing them effectively. This is where SONDA plays a key role. We work not only as a technology provider but also as a strategic partner, supporting governments and organizations in structuring tenders, defining requirements, and ensuring that projects are implemented successfully. Ultimately, technology itself is not the limiting factor. The real challenge is how to design solutions that address specific needs and, more importantly, how to execute them effectively to generate lasting impact.
Q: How is the company tailoring its products to the different needs of diverse Latin American markets?
A: As a regional organization, we serve clients across multiple countries and languages, which introduces both complexity and opportunity. One of the key challenges in Latin America is achieving economies of scale while maintaining high service standards. To address this, we have focused on consolidating capabilities into shared service centers that can efficiently support multiple markets from a single location.
Our center in Hermosillo, for example, has become a cornerstone of our regional service model, particularly due to its multilingual capabilities. It enables us to provide support in Spanish, English, French, and Portuguese, which has significantly enhanced our ability to serve a diverse client base across the region. This multilingual infrastructure has been a key differentiator in our value proposition. It allows us to deliver consistent, high-quality service while maintaining a competitive cost structure. As a result, we have strengthened our position in international tenders, where both service quality and pricing are critical factors. This model has also enabled us to standardize processes, integrate digital tools more effectively, and scale solutions across markets. By centralizing operations and leveraging shared capabilities, we have improved response times, optimized resource allocation, and enhanced the overall customer experience.
This approach has already delivered positive results, and we see further potential to expand and consolidate additional service centers under this model. Our objective is to continue strengthening our regional footprint while maintaining operational efficiency and service excellence.
Q: How is SONDA’s cybersecurity architecture aligned to ensure that essential services remain both operational and secure for its clients?
A: In the modern digitalization landscape, there are several critical pillars that must evolve in parallel to ensure sustainable and secure operations. As organizations increasingly digitize their processes, they also concentrate large volumes of data in digital environments. This creates significant exposure to cyber threats, including data breaches, ransomware attacks, and operational disruptions that can compromise entire production chains. Cybersecurity, therefore, is not an isolated layer but an integral component of every project. At SONDA, security is embedded across the full technology stack, from infrastructure and hardware to applications and connectivity. Every solution is designed with a dedicated security architecture to mitigate risks and ensure business continuity. This is particularly important in industries where cyberattacks can halt operations entirely, creating both financial and operational vulnerabilities.
A second critical pillar is connectivity. Digital services depend on robust and resilient communication networks. Without reliable connectivity, there is no continuity of operations. This is why advances in telecommunications — such as satellite connectivity, submarine cables, and software-defined networks — are essential to supporting secure and uninterrupted service delivery. At SONDA, cybersecurity and connectivity are developed in tandem, ensuring that systems remain both accessible and protected.
A third and increasingly relevant dimension is data privacy. As digital ecosystems expand, the protection of personal data is becoming more regulated and closely monitored across markets. Organizations must ensure that sensitive information is not only secure but also handled in compliance with evolving legal frameworks. This requires stronger governance models, enhanced encryption protocols, and stricter access controls.
Ultimately, cybersecurity is not only about protecting systems but about safeguarding trust. As data becomes a central asset for organizations, ensuring its integrity, confidentiality, and availability is fundamental to sustaining both operational performance and long-term competitiveness.
Q: How does your company’s cybersecurity architecture ensure the operational continuity of clients who provide essential services?
A: Advanced technological tools now enable organizations to scale processing capacity dynamically based on demand. This allows digital platforms and applications to remain operational even under significant pressure, reducing the risk of service disruptions. However, having access to these tools is not sufficient on its own. It is essential to ensure proper implementation, continuous testing, and operational readiness to respond effectively to peak demand scenarios.
Beyond technical readiness, large-scale events require a broader, integrated approach to digital infrastructure. Based on our experience in other countries, such as Brazil and Chile, large events act as catalysts for accelerating key digital projects. This includes the development of urban applications for mobility, public safety coordination — such as emergency services and law enforcement — and the expansion of connectivity through public Wi-Fi networks in high-demand areas. One of the most important considerations is that these investments should not be viewed as temporary solutions. The real value lies in their long-term utilization. These events often justify infrastructure developments that might not otherwise be prioritized, but once implemented, they must be maintained, optimized, and integrated into the city’s ongoing operations.
The challenge, therefore, is not only to ensure that systems perform effectively during large events, but also to create a sustainable digital ecosystem that continues to deliver value afterward. This requires a clear strategy for post-event scalability, maintenance, and evolution, aligned with the long-term needs of the population and urban development objectives.
Q: With the 2026 World Cup on the horizon, SONDA has mentioned that the challenge is no longer technological adoption, but coordination. What critical gaps in digital infrastructure must Mexican cities close to prevent the collapse of services?
A: Large-scale events such as the World Cup require cities to operate under extraordinary levels of demand, with millions of people moving simultaneously across airports, transportation systems, and public spaces. Designing a smart city infrastructure capable of supporting this requires a structured and integrated approach built on three fundamental pillars. The first is connectivity. It is essential to ensure that the city has sufficient, stable, and resilient network infrastructure to handle the significant increase in data traffic. This includes not only expanding coverage but also guaranteeing consistent performance across key transit routes and high-density areas. Without robust connectivity, no digital service can function effectively.
The second pillar is cybersecurity. Given the high volume of transactions and data exchanges that occur during such events, it is critical to embed security across all systems. Every point of interaction — whether related to transportation, payments, or public services — must be protected to prevent disruptions, data breaches, or operational risks. Security must be designed as an integral layer within the infrastructure, not as an afterthought. The third and perhaps most critical element is interoperability. A smart city can only function efficiently if its systems are interconnected and capable of sharing data in real time across institutions. For example, emergency services, healthcare providers, and public safety agencies must be able to access and exchange information seamlessly to respond quickly to incidents. This requires standardized architectures and coordinated data governance frameworks.
In addition, technologies such as video surveillance, advanced analytics, and machine learning play an increasingly important role. These tools enable real-time monitoring of urban environments, allowing authorities to detect incidents, analyze behavioral patterns, and respond proactively to potential risks. Ultimately, the objective is to create an ecosystem where connectivity, security, and interoperability work together to support real-time decision-making. This not only ensures operational efficiency during the event but also strengthens the city’s long-term digital capabilities.
Q: How should the infrastructure of a “smart city” be designed so that systems respond in real-time instead of reacting, ensuring that the user experience is not degraded?
A: The creation of new digital communication platforms between governments and citizens will significantly increase interaction, enabling citizens to complete procedures through a single digital interface. They will improve quality of life by reducing the need for time-consuming in-person visits, allowing people to complete processes such as certifications or administrative procedures directly through an application.
Connectivity will also play a key role. We are likely to see the expansion of connectivity plans in areas that previously lacked access, including Wi-Fi networks. This will open new opportunities for remote work and digital inclusion for individuals who do not have access to these services. Additionally, enhanced connectivity will contribute to public safety. Citizens will be able to report incidents in real time through digital platforms, while the deployment of surveillance systems will strengthen urban security. Altogether, these developments will have a significant impact on both safety and overall quality of life.
Q: How can the implementation of intelligent video surveillance and human-free behavior analysis raise resilience standards?
A: AI applied to video surveillance allows for a shift from human-based monitoring to automated systems capable of analyzing camera feeds in real time. This transition is critical because it enables both preventive and reactive responses. Instead of relying on individuals to continuously monitor cameras, intelligent systems can detect patterns, identify potential threats, and generate alerts immediately.
These capabilities can be scaled and replicated across multiple environments. When combined with additional technologies such as satellite systems and drones, they create a more comprehensive security ecosystem. Ultimately, this leads to the development of “digital security layers” or “digital security walls.” These solutions represent a key component of how cities can enhance safety and resilience through technology.
Q: What role or responsibility do technology companies have in accelerating the development of industries, particularly in countries that serve as key regional benchmarks?
A: The technology industry is now fundamentally different from what it was in the past. Previously, delivering technological services required significant infrastructure and capital investment, which created natural barriers to entry. Larger companies dominated the market because smaller players lacked the resources to compete. With the rise of “as-a-service” models, those barriers have now largely disappeared. The market now includes both large and small companies, many of which are highly specialized.
Specialization has become essential. SONDA no longer approaches multiple industries with a single commercial team. Instead, we focus on industry-specific expertise to better understand and address each sector’s needs. This shift also redefines the responsibility of technology companies. It is not just about providing technology, but about acting as strategic partners to our clients. The challenges we address are not purely technological; they are business challenges.
At SONDA, we typically engage in long-term contracts, often spanning five to 10 years. By the end of that period, we expect for both the service and the value delivered to have evolved significantly. If we are not continuously transforming what we provide, then we are not truly operating within the technology industry.