Telefónica unveils vision of a future ‘Beyond connectivity
Tech & Science. Francisco De Jesùs.
Telefónica unveils vision of a future ‘Beyond connectivity.
05 July 2012– At an event in London Telefónica Digital announced a number of significant developments in its strategy for taking Telefónicabeyond connectivity. The unit expects to drive annual revenues of approximately €5bn for Telefónica by 2015 with an annual revenue growth rate of 20%, as well as driving considerable additional benefits to Telefónica operations.
Telefónica Digital was created in September 2011 in response to the growing digitisation of the economy and is tasked with seizing new opportunities within services sitting beyond the traditional network connectivity offered by telecommunications operators. Leveraging Telefónica’s core assets in terms of customer base, global reach, local distribution and existing technical expertise, Telefónica Digital is driving incremental revenues across areas ranging from mobile commerce and advertising through to machine-to-machine,eHealth, video & content, digital security and cloud computing.
In providing a strategy update to the financial community, Telefónica Digital today unveiled a number of key new developments, including:
Direct to Bill to drive mobile content monetisation
Telefónica announced that it has secured global framework agreements with Facebook, Google, Microsoft andResearch In Motion (RIM) to offer Direct to Bill payments as a means of driving the monetisation of mobile content. Telefónica believes that it can leverage the billing relationship it has with its mobile customers to increase sales of digital goods and services, particularly in Latin America where credit card penetration is low and 60% of the population do not have bank accounts.
Telefónica has started to roll out Direct to Bill in Europe, where it is already proving popular with customers. In Germany, 400,000 customers per month on average are now making payments for a variety of products and services across different platforms. Telefónica plans to have the capability live in 14 markets globally by year end.
Telefónica Digital will not only drive innovation across its own footprint, but also globally in partnership with other network operators. Telefónica today unveiled a wide ranging agreement with Etisalat whereby the two companies will jointly develop business opportunities in Machine-to-Machine (M2M), financial services, cloud computing, eHealth, mobile advertising and over-the-top communications. Under the terms of the agreement, Telefónica will jointly work with Etisalat in the acquisition of video content, while Etisalat will also participate in Telefónica’s global device procurement process. The partnership expands Telefónica’s addressable market by 17 countries and 170m customers.
Unlocking the mobile advertising opportunity in Brazil
Telefónica will make a multi million Euros investment to kick start the mobile advertising market in Brazil, using its successful UK O2 Media model as a blueprint. The investment will see a local team put in place to accelerate the deployment of platforms and capabilities in a rapidly expanding overall ad market, currently worth €15 billion*, where mobile advertising is growing faster than Western Europe.
'Today we send out a clear message that our digital strategy is on track and delivering,' said Matthew Key, Chairman & CEO of Telefónica Digital. 'We have a clear vision for Telefónica of becoming a credible leader in a range of new services beyond connectivity and we have set in place the right partnerships with key players, as well as building our own capabilities, to help us achieve this. We are already delivering growth levels well in excess of market norms and we are fast becoming materially significant to Telefónica.'
*Source: Group M
About Telefónica Digital
Telefónica Digital is a global business division of Telefónica. Its mission is to seize the opportunities within the digital world and deliver new growth for Telefónica through research & development, venture capital, global partnerships and digital services such as cloud computing, mobile advertising, M2M and eHealth. It is also driving innovation in over the top communications services under a new umbrella brand called Tu. Telefónica Digital will deliver these new products and services to Telefónica's 309 million customers as well as leveraging the power of the internet to enter new markets. It is headquartered in London with regional centres in Silicon Valley, Sao Paulo, Spain and Tel Aviv. Jajah, Terra, Tuenti, Media Networks Latin America, 48 and giffgaff are all managed under the Telefónica Digital umbrella.