Telefónica has consolidated its expanding devices operation into a dedicated Hardware and Devices Division under its consumer arm. Starting 1 October, the unit will be headed by Alberto Ruano, who departs his role as General Manager of Lenovo for Spain and Portugal. Ruano will answer to Óscar Candiles, Telefónica Spain's Chief Revenue Officer, and join the company's Executive Committee.
Ruano's remit spans the full spectrum of the devices business: selecting products, negotiating with suppliers, setting commercial direction, managing procurement and logistics, overseeing supply chain operations, and tracking financial results.
The restructuring reflects strong momentum in the devices category. Between January and August 2026, Telefónica shifted 900,000 devices—a 10% increase compared with the corresponding period in the prior year. The operator views the new division as a vehicle to amplify focus and unlock growth potential, mirroring the approach it has applied to other business units such as pay TV and corporate digital services.
Borja Ochoa, Chairman and CEO of Telefónica Spain, outlined the strategic rationale: "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."
Ochoa emphasised the company's ambition to become the primary entry point for digital technology access among consumers. "We embrace the challenge of becoming the leading gateway to digital technologies for citizens, offering the broadest and most comprehensive range of devices available. 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."
The CEO highlighted Ruano's appointment as a deliberate choice. "That is why we are giving this business its own unit, its own team and its own ambition. It is also why we have chosen someone like Alberto. Few people know this industry as well as he does. He has led two of the world's leading technology brands in Spain and understands exactly what customers expect when they purchase a device."
Ruano framed his challenge in terms of leveraging Telefónica's existing customer relationships. "Movistar has a unique asset: a daily relationship with millions of households and businesses that trust the brand. My challenge is to make that relationship the best gateway to technology for all of them, providing the right products, under the best conditions, exactly when they need them."
