Telefónica Spain has created the Hardware and Devices Division, led by Alberto Ruano, with the aim of strengthening its device business. This initiative responds to the constant growth of sales and the need to retain its customers.
The new Hardware and Devices Division has been established by Telefónica Spain to unify and manage the entire device business chain, from negotiations with suppliers to distribution. The move has been reported by expansion.com, detailing that Alberto Ruano, former general director of Lenovo in Spain, will take the lead of this new unit starting from October 1.
With this division, Telefónica aims to boost the device business, which has become a key tool for retaining its customer base. The operator has highlighted that the average revenue per user, known as ARPU, exceeds 90 euros per month, compared to 60 euros from competitors such as Orange and Vodafone.
Between January and August 2026, Movistar sold over 900,000 devices, a 10% increase compared to the previous year. This growth is largely due to diversification in the product offering, where 42% corresponds to categories other than smartphones, such as smartwatches and appliances.
To intensify its strategy, Telefónica launched Movistar Swap in September 2025, a system that allows users to renew their device after 24 months in exchange for a monthly fee. This approach has proven to be more effective than offering sports content to retain customers.
Alberto Ruano, with over 25 years of experience in the tech sector, has expressed his intention to improve Telefónica's relationship with customers, ensuring that his goal is to offer the best range of devices under the best conditions. This new division aims to achieve the same weight that other company businesses already possess, such as television and digital solutions.
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