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Implementing a successful marketplace strategy with Telefónica Tech.

Telefónica Tech

Industry: Telecommunications

Headquarters: Spain

Operating Countries: 12

Employees: 103,000+

Revenue: $462M

Web: telefonicatech.com

Customer Success Story (4 Pages)

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Executive Summary (1 Page)

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Challenge

To keep up with market and customer demand, Telefónica Tech knew it needed to sell digital services and subscriptions at scale. To ensure success, they would have to implement a successful marketplace strategy. That meant becoming digital in secure way, by providing the best, and most essential digital offerings, quickly and easily.

In a move which represented the biggest business change across the entire Telefónica organization to date, Telefónica Tech completely redesigned their as-a-service offering for SMEs. They also created and launched their best security suite to date (‘Tu Empresa Segura’). For such a large-scale transformation, they chose to partner with CloudBlue to build their marketplace, enable the development of their ecosystem and deliver a complete solution to end customers.

“The key benefit for us is that the platform provides the capability to customize almost everything.”

Alexis Eduardo Hostos Gonzales
Head of Segments & Markets, Telefónica, Telefónica Tech

Expansion

Telefónica Tech now operates in more than 10 countries, executing its marketplace strategy through CloudBlue.

Flexibility

Through the CloudBlue platform, Telefónica Tech can now adapt their solution to size of customers, combining bundles with add-ons like single sign on & Microsoft 365.

Migration

Through CloudBlue, Telefónica Tech has been able to migrate +400k Microsoft Users from Hosted Exchange to Office 365.

Simplicity

With CloudBlue, Telefónica Tech can now offer one single bill for customers, instead of having them deal with different vendors, for software, services, and licenses.

Solution

Telefónica Tech approached this huge opportunity in the XaaS economy by dramatically simplifying processes and developing a marketplace strategy which focused on building a robust brand identity. They now bundle and sell their own services together with partners’ services to accelerate their growth in the SME market. This brings more value to their customers, allows them to listen to customers, and essentially helps the company to become a one-stop-shop for end users.

Telefónica Tech powers its marketplace through CloudBlue, which is critical for the development of an ecosystem and digitizes the customer journey across the whole process. Because digital marketplaces scale much faster and much bigger than traditional e-commerce, the company used their CloudBlue marketplace ecosystem to standardize their digital portfolio globally and offer self-service capabilities.

Fully Automated

With CloudBlue, the company was able to connect their systems to achieve fully automated processes.

Digital Portfolio Expansion

Through the CloudBlue platform, they can enable 3rd party vendors to expand the Telefónica Tech digital portfolio.

Superior Customer Experience

Telefónica Tech has been able to improve brand reputation by providing a superior digital customer experience, powered by CloudBlue technology.

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Tatiana plays a pivotal role in shaping CloudBlue talent strategy. With a passion for fostering a positive work environment, Tatiana focuses on employee development, engagement, and well-being. She is committed to building a diverse, inclusive, and high-performing organization at CloudBlue. Based in Sofia, she collaborates closely with country HR teams across 16 countries where CloudBlue operates.

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Mike Jennett, Director of CloudBlue Platform Strategy, is an accomplished business and technology executive. With a deep focus on product development and go-to-market strategy, he plays a pivotal role driving strategic growth and market expansion.

Mike’s career is characterized by his adeptness in driving technological advancements and his commitment to leading digital transformations with experience including IDC where he was VP of the Mobility and Digital Transformation IEP practices, and HP where he held numerous leadership roles.

Mike’s expertise is also reflected in his published works and contributions to multiple tech publications. Mike holds a B.A. from California Polytechnic University.

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The team includes technical account management, managed services, support, custom solution development, and customer enablement.

Prior to CloudBlue, his resume boasts leadership of some of the world’s largest companies during their digital transformations and marketplace launches. Taylor is a practitioner of servitude leadership when it comes to enabling his team to drive positive outcomes on the road to operational excellence.

Laurens van Alphen, a visionary entrepreneur with over 29 years of internet technology expertise, serves as Director of Technical Managed Services at CloudBlue, responsible for Operations and Delivery of CloudBlue SaaS.

As a Dutch racing champion and car enthusiast, he brings the same drive to the tech realm, steering Keenondots from a managed hosting firm to a global cloud enablement leader. Laurens is celebrated for his outcome-driven leadership, deep industry insight, and passion for balancing business innovation with client engagement.

Lincoln Lincoln is CloudBlue’s Head of Global Sales; having been with the company since November 2017. Leading CloudBlue’s global go-to-market organization, he’s responsible for driving accelerated and sustained mutual growth with CloudBlue’s customers and partners, as well as forming new customer partnerships across the Vendor and Provider ecosystem. As part of CloudBlue’s leadership team he is responsible the organisation’s revenue and continued market leadership by delivering and supporting products, services and solutions to organizations in established and new markets around the world.

Before joining CloudBlue, Lincoln was AppDirect’s Regional Director, Asia Pacific & Japan, responsible for forming, building and leading AppDirect’s business and operations across the APJ geography. He built and led AppDirect’s fastest growing and highest performing region globally within 3yrs.

Before joining AppDirect, Lincoln was EMC’s Practice Manager, Cloud Service Providers, APJ, working with the leading Service Providers to maximise their Cloud Business presence & market success. Lincoln joined EMC in 2007, and has over 20 years’ experience in the IT industry, having been based out of Singapore, Australia and the UK. Prior to EMC, he was in range of sales and channel positions at Symantec and VERITAS.

Lincoln has an Honours degree in Business Administration from Kingston University in the United Kingdom.

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Brent is a Canadian based corporate lawyer with more than 20 years of experience as a strategic legal advisor both in private practice and as in-house counsel to large multi-national companies. Prior to joining Ingram Micro in 2008, he worked at a well-respected corporate law firm in Toronto, Canada and later served as general counsel for Toshiba Canada. During his 15-year tenure at Ingram Micro, he has held positions of increasing complexity and responsibility, and since being promoted to his current role in 2022, Brent is the legal lead for both Ingram Micro’s Canadian and global cloud businesses, as well as CloudBlue.

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Anurag joined Ingram Micro in 2017 and has been instrumental in, positioning CloudBlue as an industry leading monetization platform for MSP’s, Telco’s and Distributors. Previously Anurag worked at Oracle and Microsoft where he managed many technology projects and programs.

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Prior to joining CloudBlue Rony lead the R&D efforts at Tripwire acquired by Thoma Bravo, and Cedexis acquired by Citrix. Rony is a leader with extensive experience in transforming both complex technology problems into products that customers love and disjointed organizations into agile high performing teams.

Coen is a distinguished leader and entrepreneur in the realm of cloud technology. Currently serving as CEO of Keenondots and the Global Director of CloudBlue SaaS. He is passionate about driving innovation, fostering collaboration, and leading high-performing teams to achieve transformative results.

With a background as Managing Director of INTO Cloud and a pivotal role as Director of Products of KPN, he brings a wealth of experience in steering organizations through the complexities of the digital landscape.

Beyond the boardroom, Coen is a marathon enthusiast, demonstrating endurance and discipline in pursuit of both professional and personal goals.

Alyson has over twenty years of experience in demand generation, marketing automation and data management. She is responsible for leading the strategy and direction of the company’s brand, performance, and digital marketing.

Prior to CloudBlue, Alyson served as Ingram Micro’s Director of Global Business Intelligence Marketing Automation driving channel partner campaigns. Her tenure in marketing leadership at prestigious companies such as Western Digital, Ocean Institute celebrates redefining marketing campaigns and building top performing teams based on trust, experimentation, and results.

Alyson resides with her husband and three children in Orange County and is an active volunteer and donor within her children’s sports and education programs.

Darek Tasak is leading Customer Success & Value Creation for CloudBlue. In his role, he looks after CloudBlue customers globally during the entire lifecycle of our relationship: from the initial on-boarding, through in-life account management, always ensuring they build successful businesses leveraging our technology. Additionally, he is also in charge of Partnership & Alliances, as well as Pricing Management for everything we commercialize.

Before CloudBlue, Darek managed Ingram Micro’s Services division for hi-tech customers in Europe & APAC. His prior experiences include also launching and leading pan-European services business for TDSynnex, as well as strategy consulting with Boston Consulting Group (BCG).

As President of CloudBlue, Uddhav is a distinguished leader and visionary with nearly two decades of platform-building experience. He is an industry leader in digital commerce, the subscription economy, and monetization platforms.

Notably, at SAP, he spearheaded the transformation of their platform business into a multi-cloud platform-as-a-service, offering enterprise and developer-friendly subscription models. At Pure Storage, he championed the efforts to successfully disrupt the storage industry by creating revolutionary Storage-as-a-service, AIOps-as-a-service, and Disaster Recovery-as-a-service offerings with cutting-edge features and establishing a sophisticated subscription commerce infrastructure that is channel-friendly.

At CloudBlue, Uddhav guides and empowers businesses to rethink their monetization strategies by unlocking the power of digital ecosystems and marketplaces. CloudBlue provides enterprises with a mature multi-tier, multi-channel marketplace and monetization platform that enables usage-based subscription models and global delivery of Anything-as-a-Service solutions. Uddhav has played a pivotal role in shaping the future of the subscription economy through his innovative thinking and impactful contributions.

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