Multi-Country UX Personalization Platform.

About the Company

Telefónica is one of the largest telecommunications companies in the world by market capitalization and number of customers, with a comprehensive offering of connectivity and services over world-class fixed, mobile, and broadband networks.

  • Founded in 1924.
  • 2019 revenues of over €48 billion.
  • More than 150,000 employees.
  • Presence in 17 countries.
  • Almost 344 million accesses around the world.
  • Mission: create quality connections that bring people together.

The Challenges

Telefonica, which operates its video services under the Vivo TV and Vivo Play brands in Brazil and Movistar TV and Movistar Play brands in Chile, Peru, Argentina, Colombia, Costa Rica, El Salvador, Guatemala, Nicaragua, Panama, Uruguay and Ecuador, was looking for a single solution to provide a unique and personalized user experience to all subscribers in the region while leaving local control of UX recipes and editorial offerings to its local product teams. 

Telefonica challenged ContentWise, a Moviri company, to build a solution to power personalized recommendations, content discovery, and search for its Latin America multi-platform video services.

Strategy and Solution

Thanks to its multi-tenancy and targeting features, the ContentWise software delivers a uniquely personalized experience, across the multiple Telefonica properties and apps, to each end-user based on their behavior and habits. 

The data and specific configurations are logically segregated but coexist under the same ContentWise solution. ContentWise integrates into Telefonica’s multiscreen VOD, Live TV, and Catch-up offerings. The software powers personalized recommendations, intelligent search, and content selections based on a viewer’s profile and preferences. 

Thanks to testing and performance analytics capabilities built-in into ContentWise, Telefonica’s editorial staff can experiment with a range of editorial strategies and measure or simulate business outcomes.

Technology: ContentWise UX Engine and Analytics.

Results and Benefits

Thanks to ContentWise, Telefonica can continuously improve the user experience and the performance of content personalization across its Vivo and Movistar video services.


Countries served


Active Users


Events a day


Channels Managed


VOD recommended

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