Telefónica Reaches One Million Movistar Fusión Subscribers
The integrated offer launched on 1st October becomes the most successful product in Movistar’s sales history
Madrid, – Movistar Fusión, the convergence product launched by Telefónica on 1st October, has just reached one million subscribers, thereby exceeding all the company’s expectations. Fusión is the product that has been implemented in such a large number of customers in the shortest amount of time of all those launched by Telefónica in Spain.
Movistar Fusión is the first truly integrated offer on the Spanish market, an innovative proposal that bundles landline, mobile telephony and fixed and mobile broadband, and even television, in a single product and all on the same bill. And for the first time, the line rental fee is included in the price.
Almost three months later, Fusión continues to be the most competitive offer on the market due to its price/service ratio and the most complete, as it includes the possibility to access fibre optic options, TV, additional mobile lines for all members of the household, as well as giving customers access to a wide range of handsets.
The arrival of Fusión has brought about significant changes in the company and has advanced with the strategy implemented last year of focusing on current customers, simplifying processes and improving the service. For example, the activity of the online channel, www.movistar.es, increased to 6.4 million operations in October. The website now concentrates 45% of all service operations registered by Movistar in 2012, including all channels. In 2011, it accounted for 32%. Shops and the telephone channel 1004 have also improved in recent months.
In line with the pillars of the strategy of Telefónica España for this year, Fusión is achieving very positive results in customer satisfaction. Although the product is new and offers a wide range of options, according to periodic quality measurements, Movistar Fusión scores 8.6 out of 10. Movistar Fusión is charged to a single bill, electronic by default, although it is also sent on paper free of charge if the customer requests it, in a simpler and clearer converging format.
Movistar Fusión offers various options to adapt to the user profile. The customer can bundle landline services, 10 MB broadband and a mobile line for talking and browsing, with 500 minutes for calls and 1 GB for data transfer. The price of this option, which includes line rental, is €49.90 a month. ‘Movistar Fusión Fibra’ is also available; the alternative for customers who want Movistar’s fibre optic service with speeds of 100 MB and a mobile line – also with 500 minutes for talking and 1 GB of data for browsing. The price of this option is €59.90 a month. The last two options, ‘Movistar Fusión TV’ and Movistar Fusión Fibra TV’, include Imagenio Familiar, costing €79.90 and €89.90 respectively.
Customers can add other items to these offers to configure their communications services, such as mobile lines, multi-SIM cards or a handset renewal and financing plan.
Movistar Fusión is a key step in the strategy that Telefónica España rolled out a year ago and which emerged from actively listening to customers’ demands. In addition to simplicity and convenience, it offers significant savings, which could be up to 44% of the monthly bill. It is an offer based on transparency and simplicity, with final prices and forever. Any users, whether they are Telefónica customers or not, can subscribe to Movistar Fusión, and not only the residential sector, but also the self-employed and professionals; groups for whom telecommunications are essential to their daily work.
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