Keynote - A conversation with a Telco. Yes, it's possible!, by Pablo Ledesma Thalheimer, CEO Tuenti (Telefónica)

1. Pablo Ledesma Thalheimer • pabloledesma@tuenti.es
A conversation with a Telco.
Yes, it’s possible!
#inSpiredEvent2017

2. A conversation with a Telco.
Yes, it’s possible!

3. From a Social network
To an MVNO
To a digitally second
brand of Movistar

4. Some data…
• 280k customers (average age 38)
• 50% of customers come from online store
• Customer care 100% digital via chat & email
• Self management from app/web
• Online ecosystem

5. Spanish Telco market: different brands, different "targets"
39% 39%78%22% 19.5% 19.5%Mobile-only households
Bundle from
only one
Depending on
my interests
Internet + mobile + TV
households
Bundle +
others
By parts

6. Tuenti’s brand awareness challenge.
How to be different?
But we are small, not well-known
and austere.
Our answer is digital.
Communication is
everything and I have
everything in my mobile
Lot’s of GBs
Cheap The app generation
Do not care about
big brands
Dare to be
original!
Do not change conditions

7. To be digital means a lot more than selling online.
It is a commitment in everything we do.

8. Choose whatever you need, whenever you need it.
Quality at a good price
Communication focusing on price and "freedom of choice"
Competitive offer
100% digital customer care: self management via app/web and via chat/email
Collaborative community of users
Clear and universal benefits to all customers
Do things
differently
Complementarity is going to be achieved with two levers: different channels
to Movistar and language, tone, different from Movistar communication
Selling
complementary to
Movistar
Vision: “Ideal digital operator”
Objective: to bring complementary growth to Movistar
“Low cost” strategy based on two principles: simplicity & digital
Our challenge
The challenge of Tuenti is to build a 100% digital operator that will help
bring complementary growth to Movistar

9. Our blog
Our YouTube channel
Our online store
Our online partners Our retail partners
Our community
Being digital is not only selling online
A whole ecosystem where our community is one of the pieces, where we have conversations
about everything we are and do with customers and non-customers.
Our presence in music festivals

10. Talk about anything you like
• 18.5k registered users
• 610k sessions
Help us make Tuenti better
• 150 new ideas
• 11 implemented
Get help from other customers
• 3000 themes opened
• 22.5k comments/posts
Collaborative community of users
We want to have sincere and open conversations.

11. We do things differently because we have a community ..
Or is it vice versa?
A different way of doing things…
Example 1
Reduce speed after data allowance is used

12. We do things differently because we have a community ..
Or is it vice versa?
A different way of doing things…
Example 1
Reduce speed after data allowance is used
Example 2
Summer promotion for everyone

13. We do things differently because we have a community ..
Or is it vice versa?
A different way of doing things…
Example 1
Reduce speed after data allowance is used
Example 2
Summer promotion for everyone

14. In the future we are considering to export this strategy to the segment of
"fiber and mobile" by parts.
• channel: simple, cheap and
complementary to Movistar
Our value proposition:
Telefónica quality at competitive
prices in a simple, digital,
customizable and seamless way
• communication: a different
way of doing things
• 100% digital service &
self-management
39% 39%78%22% 19.5% 19.5%Mobile-only households
Bundle from
only one
Depending on
my interests
Internet + mobile +
TV households
Bundle +
others
By parts

15. A different way of doing things…
Example 1
Reduce speed after data allowance is used
Example 2
Summer promotion for everyone
Example 3
How to launch fiber differently
We do things differently because we have a community ..
Or is it vice versa?

17. Pablo Ledesma Thalheimer
#inSpiredEvent2017
Email: pabloledesma@tuenti.es