Telefónica España announced a new Hardware and Devices Division within its B2C business. According to a press release, the new unit will oversee the company’s entire devices, terminals and hardware portfolio under a single leadership structure.
Alberto Ruano, currently General Manager of Lenovo for Spain and Portugal, will join Telefónica. Reporting to Óscar Candiles, Chief Revenue Officer of Telefónica Spain, Ruano will also join the company’s Executive Committee.
The company explained that the new division will manage Telefónica Spain’s devices business across the entire value chain, including portfolio management, vendor relationships and negotiations, offer design, commercial strategy, logistics, procurement, supply chain operations and financial performance.
Today, Movistar offers more than 800 product references, including smartphones, tablets, smartwatches, televisions, audio and video equipment, gaming consoles, laptops, fitness trackers, and both small and large household appliances.
Two initiatives launched over the past year have played a key role in driving this growth. One of them is Movistar Swap, launched in September 2025, which allows customers to enjoy a device for a monthly fee and, from month 24 in the case of smartphones and month 36 for selected laptops and tablets, choose whether to upgrade to the latest model or continue using their current device. Movistar collects the existing device, delivers the new one and assesses the returned equipment for refurbishment or recycling.
“Customers no longer come to Movistar solely for a mobile phone. They come for the family television, a tablet for their children, a laptop for working from home or the smartwatch they use when they go for a run. That shift is already reflected in our results,” said Borja Ochoa, Chairman and CEO of Telefónica Spain.
“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,” Ochoa added.
