Case Study: Telefónica Invigorates Its Multinational Corporation Pitch

Telefónica is the fourth largest phone company in the world by market capitalization, and yet it has struggled in the past to attract multinational corporation (MNC) business. A new approach in the way it sells to this customer set is changing this and making waves in the market. This innovative go-to-market strategy is based around three distinct customer needs: Telefónica bundles its solutions to help people (to communicate), provide platforms (to host services), and improve processes (to increase efficiency). It does this through a set of converged services on fixed, mobile, and information and communications technology (ICT) platforms. This approach has enabled Telefónica to differentiate itself and illustrates to vendor strategists that innovation can also occur in the channel and not just in adopting new technology.