Telefónica España crea una división de venta de móviles ante el auge de los dispositivos

Telefónica España has elevated the importance of its device business, creating a separate division that manages everything from supplier negotiations to distribution. The company has hired Alberto Ruano, formerly the general director of Lenovo Spain, to lead this new unit starting October 1st. His role will be overseen by Telefónica España's Chief Revenue Officer, Óscar Candiles, and the two will report to the company's Direction Committee.

The device business, which now includes everything from smartphones to large appliances, has become one of Telefónica's most important tools for retaining customers. In fact, Telefónica's average revenue per user (ARPU) consistently exceeds €90 per month, far above the €60 average of its larger rivals like Orange and Vodafone. This retention strategy is crucial for Telefónica, which boasts some of Spain's most valuable customers with the highest average revenue per user.

To keep these high-spending clients on board, the company has increasingly relied on the distribution of financed devices, a strategy that's proven more effective than even televised football. In the first half of 2026, Movistar sold 900,000 devices, a 10% increase from the same period last year. This growth comes largely from outside the smartphone market, with 42% of devices sold in the first half of the year belonging to other categories, six points higher than a year ago.

Among the fastest-growing categories are smartwatches (+29%), small and large household appliances (+28%), tablets (+29%), and televisions (+26%). Telefónica Spain offers over 800 device references, including smartphones, tablets, smartwatches, TVs, audio and video equipment, consoles, laptops, fitness trackers, and a variety of household appliances.

Recently, the company introduced Movistar Swap, a monthly subscription service that allows customers to enjoy a device for a set fee, with the option to upgrade to the latest model after 24 months or keep the current one, while Movistar recycles or refurbishes the returned devices. These strategic moves have contributed to the growth of the device business.

According to Borja Ochoa, president of Telefónica Spain, the goal is to make devices the primary gateway for citizens to digital technologies, building on the company's successful TV in the home and digital solutions for businesses. Ruano emphasized that Movistar's unique advantage is its daily relationship with millions of homes and businesses, and his challenge is to leverage this relationship as the best entry point to technology for all of Spain's citizens, offering the best products at the right time.