Telefonica Spain Created Hardware and Devices Unit

Telefonica has established a hardware and devices unit within its consumer business segment in Spain. The department is slated to be led by Alberto Ruano, the current General Manager for Lenovo in the country.

The new department’s mandate involves managing the comprehensive device lifecycle, including manufacturer relationships, portfolio oversight, logistics, supply chain management, and commercial strategy. Telefonica’s fundamental objective is to accelerate current growth within the device sector, elevating its strategic significance to match other standalone business units such as pay-TV and digital enterprise services.

“We know how to bring valuable services closer to people: we have already done so with television in the home. We now want to do the same with devices. That is why we are giving this business its own unit, its own team and its own ambition,” stated Borja Ochoa, Chairman and CEO of Telefonica Spain.

Ruano is scheduled to join the operator at the beginning of October following a 13-year tenure at Lenovo. He served as General Manager for Spain and Portugal for a decade and was previously the country director for Toshiba. Ochoa observed that the incoming executive has managed two of the world's prominent technology brands in Spain and possesses a deep understanding of customer expectations regarding hardware procurement.

Telefonica noted that its Movistar subsidiary disseminated 900,000 devices in the year ending in August, representing a 10% year-over-year increase. The company identified a growing consumer trend toward non-smartphone hardware, with 42% of 2026 sales occurring in alternative categories. The most rapidly expanding products include smartwatches, home appliances, tablets, and televisions. The company's portfolio also encompasses audio-visual equipment, gaming consoles, laptops, and fitness trackers.