Today marks an important landmark for our team in Latin America as we celebrate 15 million users in the region.
Latin America is one of the fastest growing regions for Evernote, where we’ve seen a fast adoption rate by millions of people who want to organize their information and be more productive in their day-to-day personal and professional lives. Over the past four years, our user base has grown from 200,000 people to more than fifteen million people in Latin America. Brazil is our largest market in the region with more than seven million users and countries like Mexico, Colombia, Chile, Argentina and Peru also present a tremendous opportunity for Evernote.
To mark this important date, we chatted with Luis Samra, General Manager for Latin America, to learn more about the region, his team and the opportunities for continued growth in Latin America.
Tell us a little more about reaching 15 million users in Latin America. What does this mean for Evernote and for the region?
This is an exciting moment as we surpassed 15 million users in four years. It’s amazing to be able to say that there is such a large volume of people using your application. Even more so to say that our tool is changing the lives and the way many people work in Latin America. For Evernote, this means we have a very important region that is surpassing other regions in terms of growth and importance.
How did you achieve this growth in Latin America?
One of the interesting things that is happening in Latin America is the fast adoption rate of smartphones. Today many people in the region, especially youth and entrepreneurs, need to be constantly connected both socially and professionally. In order to achieve this, they need to have the devices and applications that allow them to always be connected. Evernote is having a big impact in this growth as more and more people use the tool for collaboration and work. Whether you are in Brazil, México, Colombia, Chile, Argentina, Honduras or Venezuela – all of these countries have seen a large adoption of our productivity tool.
What are the opportunities for Evernote in Latin America?
There are a lot of opportunities. Specifically we want to establish ourselves as the tool for the new way of working. The devices we traditionally used for work are disappearing. I’m referring to laptops and computers, which are now being replaced by tablets and smartphones. In this world, apps are totally different. The cost of these products are also a lot lower than they were five or 10 years ago. Therefore the tools that we all know that have been around for 30 or 40 years, are also disappearing and are being replaced by new tools like Evernote. These new tools give you the flexibility and the mobility to be able to work anywhere, anytime and with your information always available.
What are the key learnings you’ve had over the past four years from growing the Evernote brand in Latin America?
There have been many learnings. One of them in particular is that our product works the same in every country in Latin America. No market uses it differently than other markets. This has been very important for us to understand that our product is not different in Venezuela or Mexico. It’s the same product. What is different is the need people have to work with it and what it is that they want to do with the product. That is the magic and wonder of Evernote. It is so flexible that it allows you to adapt it in the best way to fit in your environment, your country and your business.
Tell us a little bit about your team and how you have grown the team in order to serve Evernote in Latin America.
The success of a company is not due to an individual, but to a team. I have the privilege of working with four professionals that are helping me serve more than 15 million people in Latin America. This is impressive and it is something that we enjoy doing because we are all from Latin America. I have people from Brazil, Colombia, Venezuela, Colombia and Honduras on my team and we are all doing our job with a lot of passion. It is important to have an understanding and an appreciation of the reality in Latin America and the opportunities we have to encourage our users to use our services to be more productive so they can benefit both personally and professionally.