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In addition to being a space for the display of news and innovations in the telecom segment, Futurecom is also the stage where operators and connectivity providers discuss their difficulties in setting current. Amos Genish, who is leaving the presidency of Telefonica Vivo in Brazil, the dilemma is simple: it is “change or die”


A simple example for this change has to do with the current model of charging operators. The usage data is in sharp rise as the use of voice and minutes are dwindling. According to Genish, a change to follow this trend is imperative.

“In five years, operators will have difficulties to charge for minutes and will have to find other ways. Billing by minutes is something outdated,” shot Genish.

“To return to grow share, we need to change our business model. It is a radical change in thinking,” Genish said that let the operator the president’s chair in January to Eduardo Navarro.

Israeli Genish took over the company’s leadership in March 2015 and was responsible for carrying out the process of integration with Telefonica, GVT, acquired by the company. According to the executive, this was one of the company’s steps to diversify its business.

“The company is focused on innovation and new sources of revenues, delivering value above data,” Genish said, citing offers as triple play (voice, mobile, broadband ) and quadruple play (which also includes pay TV).

To reinforce this change in position, the company will shut down part of its legacy infrastructure. This reduction in investment could affect up to 3G service that is most of the current base of carrier customers. According Genish, this change is conscious, as you will need to base its next-generation services in structures with greater transmission capacity as 4G 5G and fiber.

In addition, with a more robust structure the company intends to accelerate with its own products on top of their data capacity. A launch held at Futurecom was the Studio + of platform streaming of short videos produced in partnership with Vivendi French and their way to compete – in their own way, of course – with powerful Otts like Netflix .

Another recent investment of Vivo to seek new ways of profitability was the Vivo Ads. Launched in May, the mobile advertising platform will enable the operator to offer innovative alternatives and more aligned with the current demands of the online advertising market. Vivo Ads will expand the already available media formats, such as SMS and MMS campaigns offering videos, lead generation and application installation.

At a news during Futurecom, Genish also took the opportunity to talk about the issue of data allowance for band fixed broadband, which generated a great controversy in the middle of this year. The president of Vivo, this discussion is currently at a standstill due to the consumer and its manifestations on the subject.

“Operators had to stop and watch your customers before making any decision. Issues like this should now no longer be unilateral decisions of the operators but will be conversations made between telcos and consumers. It will have to be a consensus” , Genish said.

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