Clientes y caja: la reciente reestructuración del grupo refleja la apuesta de los españoles por los negocios latinoamericanos.
Author | Manaut, Sergio |
[ILUSTRACIÓN OMITIR]
El 5 de septiembre de 2011 Telefónica hizo público un drástico cambio en su organigrama en el que desaparecían los países como unidades de negocio para aglutinarse en dos grandes divisiones: Telefónica Europa y Telefónica Latinoamérica. A estas oficinas--la primera en Madrid y la segunda en Sao Paulóse le sumó Telefónica Digital que, desde su sede de Londres, debía presentar batalla en el mundo tecnológico.
El pasado 26 de febrero, el presidente de la compañía, César Alierta, vuelve a pegar un puñetazo sobre la mesa y deshace lo armado tan solo dos años y medio antes. Borrón y cuenta nueva. Ese día, a propuesta de Alierta, el consejo de administración de la telco aprobó la nueva organización del grupo, orientada totalmente al cliente y que incorpora la oferta digital en el foco de las políticas comerciales. El esquema da más visibilidad a las operadoras locales, específicamente a España, Brasil, Alemania y Reino Unido, además de la unidad Latinoamericana, ahora ya sin Brasil.
La antigua división geográfica de Telefónica no dio los resultados esperados. José María Álvarez-Pallete, actual consejero delegado, y nuevo hombre fuerte de Telefónica, a la sombra de Alierta, le advirtió al presidente que la división por áreas geográficas le impedía a la compañía hacer frente a la feroz competencia planteada por sus rivales. Ese gran transatlántico que es Telefónica corría el riesgo de detenerse. Dicen que Alierta escuchó y no dudó en dar marcha atrás aunque quedasen con heridas serias gente cercana a él como Santiago Fernández Valbuena, por ese entonces responsable de Telefónica Latinoamérica, quien abandona Sao Paulo y regresa a Madrid. Los cambios para Fernández Valbuena van más allá de códigos postales: deja las tareas ejecutivas para retomar a la...
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