The Business Year

Eduardo Sandoval Obando

PANAMA - Telecoms & IT

Playing Their Cards

General Manager, SONDA


Eduardo Sandoval Obando is the General Manager of SONDA. He is a computer engineer with more than 30 years of experience in information technology. He has spent more than 25 years in executive roles.

SONDA is an information technology company that delivers solutions for the private and public sectors in Panama.

How did the company become so successful in the region?

Risk management is our priority. There are many potential opportunities, but most of them are not well defined. When an opportunity is not well defined, it can lead to unsuccessful projects. The company self-finances almost all of its projects. For now, we are only focusing on Latin America, because we believe this region has many opportunities. Countries in Latin America need world-class solutions. And we are always working to provide them. In Panama, we have a huge public transportation project. Around 300 people are working on it. SONDA provides and operates the whole financial administration of the Public Transportation System for Panama City. SONDA sells and recharges the contactless cards used for the Metrobus and Metro. In addition, we have kiosks in some places around the city, which provide customer services.

What sectors are you targeting in Panama?

We have identified four verticals: transportation, government, retail, and finance. We have defined focus accounts for each vertical, prepared for each an account planning strategy, and built the commercial team to find the opportunities. We offer a variety of solutions across Latin America. We have to use that experience to show our customers how we can help them. We target our customers with quality services. For example, in all the countries, we are ISO certified. We want to offer the same level of service to all our clients. We want to ensure our clients are getting everything the market has to offer.

Would you like to reach any new market?

At this time, we are focused on Latin America. We are working on some business opportunities in the rest of Central America and some Caribbean islands. But they are just specific regional projects. We are also working on system transportation solutions for some countries in Central America.

What other sectors would you like to target?

We have a digital transformation unit, which is focused on cyber security, virtualization, and big data analysis. When we talk about digital transformation, cybersecurity is one the main challenges. Most of the financial institutions are not prepared for that. Providing that service is our goal. SONDA has specialization centers in certain countries. We have specialization centers for smart cities, utilities, cybersecurity, virtualization, and transportation.

What are your main targets and goals for 2019 and 2020?

SONDA is a big player in the Latin American region. We want to bring all our experience to Panama, including our information technology know how. We want to offer customers a single, easy way to get the best solutions for their business.



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