SXSWORLD

2 2 SXS W O R L D | F E B R U A R Y 2 0 1 7 | SXSW.COM  What started as a way for a few young Cubans to play online games, SNET has blossomed into a vast alternative neighborhood intranet, now connecting up to 20,000 users in Havana. Ian Pedro Carbonell, SNET's "general organizer," is one of the tech entrepre- neurs who will participate in the #OffCuba panel during SXSW 2017. SNET is an example of how technology can be an important force for community development on the island and beyond.  "People can create their own audience through their profile, invite friends, and send their ads for free," explains Carlos García, founder of Kewelta, a free social portal for advertising content cre- ated to encourage entrepreneurs. At SXSW he will present the mobile application, which will work online and offline.  "We publicize our services and projects working directly with people who need to advertise their businesses, and with the people who join our community through ads we place in magazines, mobile applications, or events such as fairs," says García. "As startups, we have created business models that allow us to generate income, and the (SNET) community uses different ways of internal crowd- funding for its infrastructure and maintenance. Creativity has prevailed, allowing us to survive by creating a different technology while we look for income to sustain our projects."  Also participating in SXSW are Yondaine Gutiérrez and Ariel Causa, co-founders of AlaMesa, the leading platform for infor- mation about Cuban gastronomy, which comprises a website with information on approximately 70% of the restaurants in Cuba, alongside a mobile app that works without Internet access and con- tains maps and geolocation offline.  These entrepreneurs have studied and immersed themselves in technology. However, they think of technology in a different way from those who have always lived with Internet and see offline technology as an alternative to the web, not a replacement. Their success lies in the ability to create services and technological products that are not dictated or controlled by the state's telecom- munications infrastructure.  "On the Internet there are many applications and systems that are already offline," says García. "Our mission as entrepreneurs is to have a far-reaching impact on the mass media, allowing us to show Cuban offline technology and the ways to export it. There is a thaw in Cuba's relationships with the USA and the EU, and the private sector has benefited the most. It is important to show the success of our startups so we can attract investors and create business opportunities for our community." For information about the #OffCuba session and other international programming, visit schedule.sxsw.com. T he ingenuity and resourcefulness of the people of Cuba is legendary. Faced with chronic shortages since the early '60s due to a U.S. trade embargo, the country was truly left to its own devices following the collapse of the Soviet Union in the late '80s. In response, Cubans became inventors out of necessity. Using whatever materials available, they have been able to repair and repurpose almost anything—the classic American cars on the streets of Havana being a famous example.  While their parents grappled with washing machine motors, old telephones and bicycle parts, a new generation of developers and entrepreneurs is innovating in the fields of technology and connec- tivity. Since most of the population has little to no Internet access, an increasing number of developers are working on offline solutions to stay connected within and outside the island.  According to information from the Cuban government, the goal is that 50% of the population has Internet access by 2020. "This number, while not small, seems insufficient," says Darsi Fernandez, founding partner of 4C Producciones and a key player in bringing the first "Sounds from Cuba" showcase to SXSW in 2016. "Considering the apparent state of development of ETECSA, the company that controls the telecommunications monopoly in Cuba, this projection seems ambitious and far from reality."  Most Cubans desire connectivity, but home Internet connections are banned for most, and the government charges the equivalent of a quarter of the island's monthly salary for a one hour connection to the global network, either at state-run hotels or Internet cafes. Hence, the DIY spirit of the population has sprouted a number of alternatives, including a semi-clandestine network called SNET (Street Network) and cutting-edge offline technology platforms.  4C Producciones coordinates AM-PM (América Por su Música), an event at the Fábrica de Arte Cubano that seeks to unite and connect music industry professionals in Latin America. There, they organized the first Brainstorm Music & Tech session to connect the new media and music sectors. "The idea is to strengthen the connection between the music industry and technology entrepre- neurs, something that is common worldwide but which is still in its infancy in Cuba," says Fernandez. "The purpose of the project is to promote joint lines of work for both groups, based on the common space that has opened up new information and communication tech- nologies (on demand consumption, social networks, collaborative culture, crowdfunding, etc.), as well as the main difficulties and advantages of the current Cuban entrepreneurial environment. In addition, one of our objectives is to foster the generation of a 'busi- ness portfolio,' based on the creativity and innovative spirit that both industries share." Cuba's DIY Culture Extends to Technology By clauDia alaRcoN Photo by Richard Hewitt

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