Telefónica is giving devices a bigger role in its Spanish consumer strategy. The operator has created a Hardware and Devices Division. It brings product, supply, logistics, and commercial planning into one team.
The new unit will sit inside the consumer business. It will be led by Alberto Ruano from 1 October. Ruano currently serves as general manager of Lenovo for Spain and Portugal.
He will report to Óscar Candiles, Chief Revenue Officer of Telefónica Spain. Ruano will also join the company’s Executive Committee. That gives the new division direct visibility at senior management level.
The move follows strong device sales momentum. Telefónica sold 900,000 devices between January and August 2026. That marked a 10% rise against the same period last year.
The timing matters for telecoms teams. Operators no longer sell only SIM cards and broadband lines. They now package tablets, laptops, smartwatches, routers, and connected home products. These devices help shape the customer’s digital experience.
For VoIP engineers, this shift has practical meaning. Better device strategy can improve endpoint quality. It can also support stronger bundles for remote work. However, device operations need careful stock, support, and supplier control.
Telefónica wants the new division to add focus and scale. The company has used similar structures before. Pay TV and digital business services already received dedicated business models.
Borja Ochoa, Chairman and CEO of Telefónica Spain, explained the market shift clearly. “Customers no longer come to Movistar solely for a mobile phone.” He also said: “That shift is already reflected in our results.”
Ochoa added another reason for Ruano’s appointment. “Few people know this industry as well as he does.” His experience at major technology brands should help supplier talks and customer offers.
The strategy also carries pressure. Device margins can be thin. Stock levels can change quickly. Consumer demand may shift faster than network service cycles. Telefónica must balance choice, pricing, and operational simplicity.
Still, the opportunity looks significant. Movistar has daily contact with millions of customers. That relationship can become a powerful sales channel for digital hardware.
Ruano sees that connection as central. “Movistar has a unique asset: a daily relationship with millions of households and businesses that trust the brand.” For Telefónica, devices are now more than accessories. They are gateways into wider digital services.
