Tell us a little bit about yourself. What does your job at Telefónica involve?
I’ve been part of Telefónica for almost 12 years now, and it’s been an incredible adventure. Currently, I’m head of Partnerships and Innovation. What does that mean? Basically, I coordinate cross-cutting initiatives that involve different teams with the customer and countries in our focus.
Previously, I was part of the TV&Video team, which has brought big names like Amazon Video, Netflix and YouTube to porfolio. Imagine being able to watch your favourite series and movies in one place and being able to pay for them with your Telefónica bill – that’s what we do! We have also been exploring immersive experiences, as in XR, to make our content even more exciting, for example with the El Inmortal series.
Currently, I define new projects that drive digital transformation and create new revenue streams. I also analyse market trends and emerging technologies to identify these growth opportunities and improve the company’s competitive positioning either through strategic alliances or developed internally.
For those of us who are unclear, could you explain exactly what OTT platforms are?
OTT platforms, which stands for ‘Over-The-Top’, are like the free buffet of entertainment. Instead of relying on IPTV, cable or satellite, these platforms allow you to enjoy your favourite series, movies and programmes directly over the Internet. It’s like having a cinema in your home!
Imagine you want to watch a movie. With an OTT platform, all you need is a device with an internet connection, such as your smart TV, tablet or even your phone. Some well-known examples are Netflix, Disney+ or Amazon Prime Video.These platforms have revolutionised the way we consume content, creating what we call the ‘Streaming Wars’ era, where there is more and more choice and competition.
Not only that, but we have also seen how the traditional proposals have adapted! For example, Movistar Plus+ was a pioneer in the Spanish market offering its own OTT, allowing both its IPTV customers and those who contract directly to enjoy a large catalogue of content. So now we can watch our favourite series and films anytime and anywhere.
Why is the relationship between different OTT platforms important, as is the case between Movistar Plus + and others such as Netflix, Disney+ or Amazon?
The relationship between OTT platforms, such as Movistar Plus+ and others like Netflix, Disney+ or Amazon, is fundamental because it enriches the user experience. By integrating services, viewers enjoy a much wider catalogue of films and series, giving them access to a variety of content that they did not have before. This not only increases the value users perceive when subscribing, but also offers them the convenience of finding everything in one place.
In addition, these strategic alliances help Telefónica stand out in a very competitive market. By offering one-stop access to multiple streaming platforms, they become an attractive option for consumers. This means that users are less inclined to look for alternatives in other providers, as they can enjoy all their favourite content without hassle and stay longer on the service (decreasing platform churn). For example, Movistar+ has recently added Apple TV on all its devices, making it the place in Spain to consume the best OTT.
Finally, OTT collaborations also open the door to joint projects, such as co-productions. By joining forces, platforms can create higher quality content and explore new markets. This not only benefits the companies involved, but also enriches the entertainment offer for viewers, providing them with more innovative and diverse productions. It’s a win-win for everyone!
How does technological innovation relate to the development of television platforms?
Technological innovation is essential for the development of TV platforms, which today focus more on interactive entertainment than on simply broadcasting programmes. This means that users not only watch content, but can also participate in diverse experiences, such as games, music and social networks. Telefónica has been a pioneer in this area with initiatives such as Living Apps, which allow users to interact with applications such as Perplexity as a search engine of the future, TikTok , or enjoy Karaoke from the comfort of their own home. These innovations make the TV as the central device in the home a richer and more exciting experience.
In addition, technologies such as artificial intelligence and 5G are transforming the way we consume content. Thanks to these tools, we can receive personalised recommendations and enjoy high-quality streams without interruption. For example, 5G facilitates immersive experiences in augmented reality and cloud gaming, taking entertainment to a new level. In short, innovation not only improves the quality of content, but also creates new forms of interaction that enrich our viewing experience.
How will the world of television continue to evolve with technological advances?
The world of entertainment is constantly evolving, and television is not far behind. With advances such as artificial intelligence and emerging technologies like Web3, we will be able to enjoy content tailored to our individual tastes. This will make the experience more immersive and interactive, allowing viewers to participate in more dynamic and engaging forms of entertainment, and to be clear decision-makers on how they want to consume content in terms of formats, media, devices…
In addition, convergence between devices and platforms will continue to grow, meaning that you will be able to watch your programmes and films on different screens without interruption. This will facilitate access to a variety of formats and entertainment sources, making TV viewing more fluid and accessible. In short, the future of entertainment promises to be exciting and full of new ways to enjoy content.
In 30 years’ time, will television consumption be very different from today? How will the development of technologies that lead to immersive experiences impact the sector?
In 30 years, TV consumption will be significantly different. Immersive experiences will potentially radically transform the way we interact with content. We are likely to see a merger between TV entertainment and video games, creating interactive and personalised experiences. Artificial intelligence could generate real-time content tailored to each viewer’s preferences and moods. Open AI’s Sora is already taking these first steps… and some platforms such as Netflix have series in which the user is the protagonist of their own story.
The impact on the industry will be profound, requiring new creative and technical skills to produce immersive and adaptive content. The point is to always use technology creatively without dehumanising the content or the viewer.
What new business opportunities can the digital transformation of the TV sector bring?
The digital transformation of the TV sector opens up numerous business opportunities.
Some of these include:
- AI-generated content services tailored to each viewer, especially thinking about clips with magical moments of the content, trailers, summaries… which Wayra incubated companies such as Pendular are already doing in the sports field, such as for the Australia Open.
- Platforms for the creation and distribution of interactive content.
- Monetisation of immersive experiences and virtual reality.
- Advanced data analytics services for content producers.
- Development of more efficient and sustainable streaming technologies.
In the specific case of Telefónica, what does the innovation work related to video and television consist of? Can you give us a specific example?
At Telefónica, innovation work in entertainment has a very lively component and focuses on including new business opportunities, with new ways of monetisation, with a clear philosophy of improving the user experience and creating new forms of interaction.
Previously mentioned Living Apps and Extended Reality (XR) experiences such as sports viewing for the last Final Four are projects that demonstrate our commitment to creating innovative experiences that enrich Telefónica’s value proposition in digital entertainment.
What skills do you think are essential to succeed in the technology and entertainment sector today?
To be successful in the technology and entertainment sector today, there are several key skills that are essential. First, adaptability is critical. As technology and trends change rapidly, it is vital to be willing to learn and adjust to new tools and approaches. This not only helps to stay relevant, but also allows you to take advantage of emerging opportunities.
Another important skill is creativity, especially in thinking about content and user experiences. The ability to innovate and come up with fresh ideas can make all the difference in such a competitive market. In addition, skills in data analysis are crucial. Understanding how to interpret user data allows you to personalise experiences and improve strategic decision making. In short, a combination of adaptability, creativity and analytical skills are key to excelling in this exciting sector.
Nominate a colleague for this interview who you consider to be excellent at their job
In addition, I would like to nominate my colleague Rose Marie Agüero who is a real crack in her work and in her own life project. Her ability to identify innovative opportunities and her focus on team collaboration have been fundamental to the success of many projects at Telefónica. Her passion for technology and a job well done inspires everyone around her.
