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Oracle Customer Success — Telefonica Spain

Telefonica Spain Integrates Big Data Solutions in its Services and Operational Processes to Enrich Customer Experience and Guide Business Strategy

Oracle Big Data Appliance, Oracle Exadata, and Oracle Exalogic enable us to efficiently and cost-effectively ingest more than 3,200TB of data. By analyzing data from fixed line, mobile, and TV, we can offer more integrated, targeted solutions to millions of customers.

— Carolina Bouvard Nuño, BI and Transformation Director, Telefonica Spain

Present in 21 countries in Latin America and Europe and with more than 320 million customers, Telefonica Spain (Telefonica) is one of the largest telecommunications companies in the world. Emphasizing innovation, Telefonica invested more than $7.5 billion in research and development in 2015. It is firmly committed to the advancement of the communities in which it is present, contributing 3.7 euros to the GDP of the countries where it operates for every euro of margin it generated in 2015. In the 2015 Dow Jones Sustainability index, Telefonica was ranked among the top companies in the world for sustainability. The Carbon Disclosure Project named it one of the top telecommunications companies in the world for its transparent management of climate change.

With 40% of the Spanish market share and 47% revenue market share, Telefonica Spain is the number one telecommunications company in the country—including in mobile telephony, television, and internet—and is central to Telefonica’s overall business. It offers the best integrated offer on the market for landlines, cell phones, and television as well as the number one broadband network in the country. Big data and innovation are key factors that enable the company to know their clients, personalize services, and guarantee data control and security.

Challenges

Unify business intelligence systems with diverse origins and different operation and batch philosophies across the company
Simplify IT systems and integrate business intelligence and big data solutions to analyze more than 3,200 TB of data on increasingly connected, multi-device customers

Design products such as TV programming; improve customer experience and sales channel efficiency, including point of sale, online, and call centers; and offer high quality service and excellent delivery by continuously optimizing processes
Gain the ability to process massive amounts of data in real time using a cost-effective, online platform that integrates customer relationship management (CRM) campaigns and business intelligence
Harness the power of big data business intelligence to understand market trends and customer preferences and drive the company’s strategic priorities and planning

Used Oracle Big Data Appliance, Oracle Exadata, and Oracle Exalogic to unify the telecommunication company’s CRM platform, integrating with business intelligence tools to analyze more than 3,200TB of data
Analyzed data from multiple sources, including landline service, mobile service, pay-TV, and other digital sources and market trends, to gain a better understanding of customers’ use of services and generate customer insights

Used customer insights to drive concrete actions, leveraging big data analytics to enrich the company’s products in batch and in real time; improved sales channels, as well as call center efficiency, point-of-sale segmentation and characterization, and online offers; improved process quality and efficiency, reducing time to market of services and complaint resolution; and prioritized network investments based on profitability
Boosted IT productivity with Oracle Exadata by reducing deployment and go-live times, automating database management and monitoring, and implementing a unique user interface for development
Improved sales results by reducing the time needed to follow up on a lead from 48 hours to real time
Defined the target audience of CRM campaigns in real time—compared with more than 20 days previously—and reduced the target audience by 30%, maintaining efficiency and reducing the cost per lead
Reduced the time-to-market of new data sources by 90%, enabling the company to use data almost immediately
Tripled the cost efficiency of Telefonica’s business intelligence infrastructure
Designed new sales actions using its more complete knowledge of clients obtained from data on consumption of live events, on-demand video, and browsing on Telefonica’s cloud TV service, Movistar+
Used real-time audience data to improve its cloud TV service with personalized content recommendations, generating improved customer satisfaction and loyalty and business growth

By opting for Oracle Big Data Appliance, Oracle Exadata, and Oracle Exalogic, we reduce costs, ensure a seamless integration with our systems and networks, make better business decisions, and offer more personalized services.

— Carolina Bouvard Nuño, BI and Transformation Director, Telefonica Spain

Execution

Oracle Advanced Customer Support accompanied Telefonica Spain every step of the way, from designing the solution to implementing it and training users—a process of a year. It continues to support Telefonica Spain with any issue that may arise.