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Posted by Jennifer Belissent, Ph.D. on December 8, 2013
Co-authored by Henning Dransfeld and Jennifer Belissent
Telefónica recently invited us to its European Analyst Day at the headquarters of Telefonica UK (O2) in Slough. Jose Luis Gamo Global Solutions CEO Multinationals started off the day with an ambitious outlook on strategy and revenue growth. He highlighted Telefónica plans to deepen customer engagements by addressing their needs for global contract consolidation, as well as demands for M2M solutions, big data and analytics and cloud services. Telefónica certainly has a lot to offer. But is Telefónica doing enough to position itself well in the evolution to markets driven by customer experience? We believe that there is potential because:
Figure 1: Rationalizing telecom providers is a top priority in 2013
However, we note some challenges to Telefónica strategy execution. While Telefónica hits many of the right buttons in response to real trends, they fall short in compelling messaging in some areas. With several of the other global and regional powerhouses in telecoms taking very similar routes, proven innovation and differentiation is key. To do so, Telefónica must:
Telefónica communicated a clear hunger for more enterprise business coupled with professionalization of its core enterprise portfolio. Despite the lack of uniqueness in some of its messaging, Telefónica geographical presence and partnerships make it a competitive and credible alternative for global companies expanding into new geographies, particularly into or increasingly out of Latin America.
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