www.WirelessFederation.com/news: A new strategy for 2010-2012 has been unveiled by Telefonica based on the four pillars of customer focus, an integrated services offering, new platforms and a common culture. The strategy has been named as Bravo.
Out of the four pillars, customer focus seems obvious but financial crisis raises question. Choice of ‘customer satisfaction’ rather than the usual ’shareholder value’ can be applauded. The second pillar indicates that Telefonica wants to offer a quad-play across all its 25 markets and in most countries where it operates; this target does not imply any big changes.
The last pillar targeting a “common culture’ just indicates that the company wants to present a good image. The third pillar of new platforms sounds unclear but at the same time it can be connected to comments from chairman Cesar Alierta, according to whom, customers will have more devices, all connected (…) the domination of smart phones will play a key role.