Telefónica + Magnolia
How Telefónica unlocked the evolution of its Emocion Portal with Magnolia.
users per month
savings in operating costs
million in revenue in 2016
About the customer
Headquartered in Madrid, Spain, Telefónica is one of the world's largest telecommunications companies.
Telefónica’s Emocion Portal service is a B2C marketplace aimed at selling online content for mobile devices. The Emocion Portal was launched in 2000 and continues to be a relevant component of Telefónica's services offer.
To provide customers with personalized content and better searching capabilities, Telefónica revamped the portal on top of Magnolia CMS.
VASS
We are VASS, a global digital transformation company that puts organizations at the forefront of innovation, by bringing together talent, knowledge and technology. With our digital solutions, we lead people and organizations around the world on their transition towards the future.
The Challenge
Replacing an outdated technology platform
When Telefonica decided a replatforming was needed, the Emocion Portal had been in production for many years. However, the platform that supported it was outdated in terms of both hardware and software which did not allow for evolution.
With replacing the platform, Telefonica had two objectives:
- To eliminate the technological obsolescence of the solution that was implemented.
- To achieve economic efficiencies with respect to the previous operating model of the Emocion Portal.
The Solution
Finding a CMS that met the expectations
Spanish telecom giant, Telefonica, partnered with VASS to implement Magnolia as the CMS for its Emocion Portal. This strategic decision was driven by Magnolia’s:
- Open-source heritage
- Robust personalization capabilities
- Intuitive content management
- Accelerated time-to-market
- Seamless integration with internal and third-party platforms
- Scalability and performance
Key Benefits:
- Enhanced Personalization: The solution leverages 12 personalization traits, including device type, connection type, operating system, device brand, country, and day of the week, to deliver tailored content experiences.
- Streamlined Analytics: Swift integration with web analytics tools enables the collection of crucial business metrics.
- Accelerated Campaign Creation: Magnolia's agility has significantly reduced campaign creation time, enabling Telefonica to launch personalized campaigns in just 15 minutes, compared to the previous 2-week process.
By adopting Magnolia, Telefonica has successfully transformed its Emocion Portal, providing a more engaging and personalized user experience.
“We opted for the Magnolia solution, VASS was the company that integrated this solution and the truth is that it has been a success. We have done everything in record time and in a very simple way.”
The Result
Faster, better and future-proof
Telefonica rolled out the revamped portal on top of Magnolia CMS - including implementation and integration of internal and third party systems - in record time of 6 months, which was much faster than expected.
Speed was brought not just in how the project was implemented, but in marketing operations as well. After implementing Magnolia, Telefonica's teams went from creating content in two weeks, to creating it in 15 minutes.
The new platform is not just faster, but it is also highly stable: after the initial implementation period has passed, the Emocion Portal has not suffered any downfalls or significant incidents.
With Magnolia, Telefonica had 80% savings in support costs for the Emotion Portal, and because its headquarters are in Spain, Telefonica could get local support in case of potential incidents.
