Telefónica charts aggressive 2030-2035 tech pivot
Telefónica’s Chairman, Marc Murtra, laid out a bold five-year plan this week, aiming to transform the Spanish telecom giant into a European leader by 2030 and a global powerhouse by 2035. The mandate? A complete overhaul, driven by burgeoning AI and a rapidly shifting geopolitical landscape, and underscored by a surprising dismissal of corporate paranoia.
Doubling down on core markets & defense
Murtra’s strategy, unveiled at the company’s annual shareholder meeting in Madrid, prioritizes expansion of fiber optic networks and 5G coverage in key markets—Spain, Germany, and the UK—while simultaneously investing heavily in 10 Gbps fiber capabilities in both Spain and Brazil. But the real surprise lies in Telefónica’s aggressive push into defense and cybersecurity solutions, integrated into its B2B offerings. The company is clearly diversifying beyond its traditional telecom roots.
The CEO directly addressed concerns about internal distrust, dismissing the notion of “proditomania”—a belief that colleagues are actively working against one’s success. “I can confidently say that proditomania does not exist at Telefónica, quite the contrary,” Murtra stated, a pointed remark signaling a commitment to internal collaboration and a rejection of toxic corporate culture. The assertion, unusual for a corporate address, suggests a deliberate effort to foster a more unified and trusting environment.
Cost optimization & geographic shift
Beyond expansion and diversification, Telefónica is sharpening its focus. Efficiency and automation are now key pillars, with a target of meeting 2025 performance levels in 2026. The plan also involves a strategic withdrawal from Latin American markets—following exits from Peru, Uruguay, Ecuador, Colombia, and Chile—and consolidating operations within its core European territories. This geographical realignment reflects a calculated shift toward profitability and stronger market control.
The promise of personalized customer experiences, fueled by AI, is also central to the plan. The executive explained that investments in hyper-personalization, leveraging artificial intelligence, will further enhance the customer journey. Telefónica's ambition is clear: to position itself not just as a telecom provider, but as a gateway to the best digital products available.
The company’s robust growth in 2025 – exceeding 20% – and projected €350 million revenue in 2026 for its Hiberus subsidiary, underscores the initial success of this transformation. Telefónica is not merely adapting to change; it's actively engineering its future.
A calculated risk in uncertain times
Murtra’s address wasn’t just a presentation of figures and strategies; it was a declaration of intent. He framed Telefónica’s moves within the context of “unprecedented geopolitical and technological transformation,” vowing to lead the way in enabling access to cutting-edge digital products. The company's plan is bold, demanding, and potentially fraught with risk. But with a renewed focus on efficiency, strategic diversification, and a confident dismissal of internal anxieties, Telefónica is betting big on a future defined by technological leadership.