TEF Telefonica SA ADR

In 2026, marketing will shift towards conversational experiences, focusing on Generative Engine Optimisation (GEO), creative maximalism, and leveraging owned media as strategic assets. Brands must adapt to cookieless environments, prioritize consumer privacy, and use AI to create humanized, personalized interactions that provide real value. The future of marketing will be shaped by authentic engagement and user well-being, moving beyond simple automation to foster genuine connections.

The article explores the future of cloud technology, emphasizing the shift towards native cloud services, modern architectures, and the role of hybrid and multi-cloud models. It highlights the increasing importance of AI, security, and resilience within cloud strategies, asserting that cloud-based companies will be better positioned for digital transformation, achieving cost savings, scalability, and market adaptability. The author also notes the foundational role of cloud infrastructure for emerging technologies like AI, machine learning, serverless computing, edge computing, quantum computing, and advanced security implementations.

Telefónica Tech has agreed to transfer its cybersecurity and cloud operations in Colombia, Mexico, and Chile to Spanish technology firm hiberus. This move is part of Telefónica Tech's strategy to streamline operations and focus on higher-value markets, while hiberus aims to strengthen its presence and capabilities in Latin America. The transaction ensures continuity for existing clients and employees and aligns with Telefónica Group's broader plan to reduce its footprint in Latin America outside Brazil.

Telefónica Germany has successfully implemented the Intent-Based In-Service Software Upgrade (ISSU) solution for its 5G SA Core domain, aiming for Level 4 autonomy. This transformation enables software updates without service disruption, maintains active sessions, eliminates maintenance windows, and significantly reduces update times from days to hours. The initiative enhances customer experience, operational efficiency, and positions Telefónica Germany as a leader in autonomous network management.

Jorge Barón, IT Sales Manager at Telefónica, discusses the critical role of an IT sales director, emphasizing the need for continuous evolution and reinvention in the rapidly changing technology sector. He highlights the importance of teamwork, strategic planning, and building strong relationships with partners to drive revenue growth. Barón stresses that passion for technology and an ambitious, empathetic approach are key skills for success in this field.

Telefónica has signed an agreement for a redundancy plan in Spain with major trade unions, impacting 5,500 employees. The company has provisioned €2.5 billion for these redundancies, significantly higher than expected, due to a higher anticipated number of voluntary departures and a higher cost per employee at €454,000. Despite the substantial upfront cost, Telefónica anticipates annual savings of approximately €600 million from 2028 and a positive impact on cash generation starting in 2026.