History

Positivo Tecnologia arose from the Positivo Group, the largest educational group in Brazil. Founded in 1972, with a school and a printing shop, the Positivo Group is currently a leading company in the three segments in which it operates: education, printing and publishing, and computers and IT. Based on the great success of its innovative teaching methodology, which was developed, improved and systematized by the recognized teachers who founded the group, its own network of schools expanded to other levels of education and in 1979 the group began selling books and services to other schools throughout Brazil.

Currently, the Group has approximately 27,000 students in its own units (Positivo Schools, Positivo Course and Positivo University) and has attended around 10 million students with its products and services since its inception. The Group‘s educational portals are present in around 11,000 schools. In addition, Posigraf is the country‘s first Carbon Zero printing firm. The group has a current workforce of more than 9,000.

Positivo Tecnologia is a computer and IT company founded in May 1989 with the initial objective of manufacturing computers for sale to Positivo Group customer schools throughout Brazil. In 1990, the Company identified an opportunity to supply computers and IT solutions to government-owned companies and institutions through a public tender and bidding processes.

In 1994, the Company established its educational technology segment and began marketing its first educational software for schools and retail outlets. In 2000, the Company launched its Education Portal, a site for private schools, and the following year the Company launched its Aprende Brasil, or the Brazil Learn portal, developed to meet the needs of state-governments’ education departments and public schools.

In 2004, the Company moved into the retail market, selling PCs to the leading chains retailers in Brazil, and within nine months the Company became Brazil’s largest PC manufacturer, thus far having maintained this leadership. In the same year, the Company also began marketing E-Blocks - educational desks for teaching English - in the United States. The Company is now exporting this product to more than 40 countries. At the end of 2005 the Company began selling hardware to the corporate market, with a range of desktops, notebooks and servers, and its output surpassed 500,000 computers. In 2006, Positivo Tecnologia was awarded the important Best Technology and Computation Sector Company by Exame magazine’s Biggest and Best edition, and its output surpassed 1,000,000 computers.

On December 11, 2006, Positivo Tecnologia began trading its shares on the Novo Mercado, the highest corporate governance level of the São Paulo Stock Exchange (BMF&Bovespa), The Company raised R$ 604.1 million, from its IPO (10% primary and 90% secondary), with demand coming from a diversified and solid base of institutional and retail investors, totaled 18,466 individuals, until then the highest figure in an IPO since 2004, according to the BMF&Bovespa. The Company’s shares (POSI3) were included in the BMF&Bovespa’s IGC (Differentiated Corporate Governance Stock Index) and ITAG (Differentiated Tag Along Stock Index). In September 2007, after less than nine months of trading, they were also included in the IBX-100 (comprising the BMF&Bovespa’s 100 most-traded shares), underlining their healthy liquidity. In October, Positivo reached the milestone of 2.5 million computers produced. In December 2007, POSI3 was included in the INDX (Industrial Sector Index).

In 2008, in addition to direct sales to major companies, Positivo created a new corporate market sales channel in order to sell computers and IT services to small and medium-sized businesses. In the same year, the Company inaugurated the vertical integration of desktop motherboard production in the Curitiba (PR) plant and LCD monitor production in the new plant in Ilhéus (BA).

In 2009, continuing with the vertical integration process, the Company began producing notebook motherboards and desktop memory boards. In December, it acquired the Kennex computer brand, complementing its already highly successful retail sales strategy.

In 2010, the Company launch the cabinet vertical integration and, in December of the same year, it began its internationalization process by forming a joint venture with BGH, an important player in the Argentine consumer goods segment. Positivo acquired 50% of Informática Feuquina S.A. (IFSA), the vehicle for the joint venture, whose corporate purpose is the sale of desktops, notebooks, all-in-ones, e-readers and tablets in Argentina and Uruguay. Management of IFSA is shared between Positiivo andf BGH.

In 2011, the company implemented a series of measures to increase efficiency and obtained important results throughout the year. In addition, following extensive research and development, it launched the Positivo Ypy, the first tablet developed exclusively for Brazilian consumers with digital content in Portuguese. In the second half, the Positivo BGH brand began sales in Argentina and captured the market leadership within a few months.

In 2012, the Company entered the mobile phone market with three touch screen smartphones and two messaging phones.The good acceptance of the new mobile devices was confirmed in 2013 with the success of the launching of the new product line of the Company. The new devices were developed through consumer surveys, with features such as the ability to operate with more than one phone number and TV versions. In the case of smartphones, the Company focused part of its R&D resources in adaptations of the Android operating system, especially to make it easier to use and to introduce apps of interest to the middle class. We ended up being recognized as the only Brazilian manufacturer licensed to insert Google content on mobile phones and tablets.

Notwithstanding physical sales, the dissemination of mobile devices is expected to generate synergies that will leverage the results of the new business unit focused on digital convergence, in which the company is investing in the development of a virtual ecosystem with digital content in Portuguese language, Mundo Positivo (Positivo World), and in the exploitation of advertising on the network and on-board.

The year of 2013 was marked not only by a diversification in terms of products, but also in terms of markets, with strong expansion in the government market and a good performance in the corporate market, which ended the year with approximately 7,000 registered partners. The year of 2014 also brought important advances: we began the sale of mobile phones in the market of operators, which currently corresponds more than one third of the market, according to IDC. We also celebrated the expansion of the joint venture with the BGH Argentinean group, entering into a computer supply agreement focused on students in Africa. This is a 5-year project in partnership with the Ministry of Education of Rwanda, which could serve as a model for other Nations on the continent.

In 2015, the Company launched the Quantum business unit, focused on the sale of high performance smartphones with better cost effectiveness and began sales of the VAIO brand in Brazil with high-end notebooks. These actions extolled the Company‘s vanguard status in developing and adapting technologies to Brazilian taste.

Currently, according to IDC, Positivo Tecnologia has a significant presence in the Brazilian market of Desktops, with a 15.3% share in the total Brazilian Desktop market and of 17.1% in the official market (year: 2016), and is one of the main players in the Educational Technology Segment, being recognized for the innovation in the development of educational software and tables. In addition, the Positivo BGH brand is one of the most sold in Argentina, with a 9.5% share of the total 2016 market, according to IDC.

Pursuant to the Notice to the Market disclosed on April 10, 2017, the Company announced the preparation for the change of its corporate name to POSITIVO TECNOLOGIA S.A. With a broader and updated concept, Management understands that the new corporate name is better adherent to the moment of diversification of the Company‘s business, which today operates with a mixed portfolio of brands, target audiences, business segments and geographies.

The change and the corresponding amendment to the Bylaws were approved by unanimous vote of the shareholders at the Annual and Extraordinary Shareholders‘ Meeting held on April 28, 2017.

Corporate Profile

In 2016, Positivo Tecnologia was one of the largest computer manufacturers in Brazil, accounting for 15.3% of the total number of computers sold in the Brazilian market, according to IDC. In the same period, the Company had a retail market share of 19.9%. A substantial portion of the Company´s production of computers is sold through major retail chains, with which Positivo Tecnologia has a solid business relationship, mainly as a result of its competitive prices, the recognized quality of its products and the technical support the Company offers.

The Company´s leading position and relationship with retailers represent a competitive edge, enabling Positivo Tecnologia to meet the growing demand for devices in Brazil, notably among consumers in the B and C income groups. The Company believes that the sale of devices to these classes of consumers has substantial growth potential, mainly due to the following factors:

The Company also operates in the Argentine market through the Positivo BGH brand, which was the result of a joint venture with a local partner. In 2014, the brand reached a market share of 9.5%, according to the IDC.

In Brazil, Positivo Tecnologia offers a complete line of devices, including desktop computers (desktops and all-in-ones), laptops (notebooks and netbooks) and tablets, which are produced in Manaus (AM). In 2012, the Company entered the mobile phone market, offering smartphones and messaging phones.

Also in order to serve and support millions of end consumers, companies and government bodies, the Company has a wide and qualified technical assistance network covering the entire Brazilian territory and the CRP (Positivo Customer Service Center), which registered on average 2,900 daily contacts in 2016.

A smaller portion of the Company´s revenues comes from the educational technology segment, in which Positivo Tecnologia considers itself to be the leader in Brazil. The Company offers complete systems, software and education portals, in addition to professional qualification services for teachers and users. The portals have over 1.2 million active users, with monthly recurring revenue model. The educational solutions of Positivo Tecnologia are present in over 14,000 schools and are exported to over 40 countries. Positivo Tecnologia’s key products include learning tables, computer labs, translation pens, simulators and multimedia authoring, education and entertainment software. The Company is also the distributor in Brazil for a number of the leading global players in the educational technology segment, as well as distribute LEGO® Education products on national territory.

In 2016, the Company entered the medical technology market through the acquisition of 50% of the share capital of Hi Technologies S.A., a company with a strong focus on R&D to offer innovative health products.

Click here to view Positivo Tecnologia´s Corporate Video.