Innovation leader case study: Telefónica Tech AI of Things

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We spoke to Telefónica about its 10 year experience of building a data monetisation business (previously called LUCA). This deep dive into its strategy, organisational structure and the products developed highlights what it takes to succeed in this challenging market.


Format: PDF filePages: 36 pagesCharts: 7Author: Charlotte PatrickPublication Date: August 2021

Table of contents

  • Executive Summary
    • How successful has Telefónica been in data monetisation?
    • Learnings from Telefónica’s experience
    • Key success factors
    • Telefónica’s future strategy
  • Introduction
    • The origins of Telefónica Tech AI of Things
    • The formation of Telefónica Tech
  • Vision, mission and strategy
    • Scaling the business
    • Building a product set
    • Learnings from Telefónica Tech AI of Things
  • Organisational strategy
    • Where should the data monetisation team live?
    • Structure of Telefónica Tech AI of Things Team
    • External partnerships
    • Future plans
  • Data portfolio strategy
    • Tools and infrastructure
    • AI Suite
    • Vertical strategy
    • Product development beyond analytics
  • Conclusion and future moves

Table of Figures

  • Figure 1: Timeline of Telefónica’s data monetisation business
  • Figure 2: Timeline of Telefónica’s data monetisation and ML/AI products
  • Figure 3: Telefónica Tech AI of Things organisational structure
  • Figure 4: How AI of Things fit into Telefónica Tech
  • Figure 5: AI Suite capabilities
  • Figure 6: Current Telefónica focus areas vs. modelled value from data monetisation
  • Figure 7: Telefónica’s services for tourism agencies

Keywords: advertising and marketing, AI of Things, AI suite, AURA, BDaaS, Big Data as a Service, big data for social good, computer vision, consumer products, data mining, data monetisation, Government, Healthcare, IoT, IoT products, Luca, Machine Learning, manufacturing, ML, Movistar Living App, natural language processing, NLP, open data, retail, Smart Steps, sports, Telco as channel, Telefonica Digital, Telefonica Digital business unit, Telefónica Tech, transport and automotive, Utilities, video analytics