“Technological advances go hand in hand with my development”, Joaquin Flores

Meet Joaquin Flores, Channel Marketing Manager. Discover his professional career and personal vision of the company.

Meet Joaquin Flores, Channel Marketing Manager. Discover his professional career and personal vision of the company.

Joaquin Flores

Reading time: 3 min

How long have you been with Telefónica and what is your assessment of your time here?

I joined Telefónica in 1998, so I have been with the company for 25 years now. The time has gone by very quickly.

The balance of all these years is very positive. Technological advances and the growth of our brand have gone hand in hand with my personal and professional development in the company.

Is there any project at Telefónica that you feel particularly satisfied with or proud of?

Honestly, it is difficult for me to select one. In my early days, I worked on the launch of prepaid Movistar and its different modalities: “Activa Club”, “Activa Cuatro”, “Activa Joven”…

In 2001 we launched our first savings product aimed at the residential public: “Números Frecuentes” and in 2002 we continued to focus on young people and launched the first mobile phone with games: “Xtrazona”.

During 2003, we began to prescribe the benefits of the contract to our prepaid customers and launched the first migration campaign: “Salta”.

In 2004, the organisation took a turn and we focused on the different types of customers and on developing specific products for them: “Sub-26” – the first group tariff for young people – and “Número Internacional” – the first savings product for international calls clearly aimed at the immigrant community. This year we also launched our first summer promotion which, like the Christmas promotion, would become a classic that, from then on, would evolve year after year.

The launch of “Ya te llamo yo” and the “Pack Niños” were two success stories in 2005 and of course the rebranding with the launches of “Mi Favorito”, “Mis Cinco” and “100X1”.

In 2006 we launched the first hybrid of contract and prepay: “Tú Eliges”.

In 2007 we revolutionised the mobile telephony market tariffs and launched a new portfolio: Movistar with a clear on-net focus and “Mi Gente”, the first tariff in the market that allowed communication with mobiles from any operator at really competitive prices.

During 2008 and 2009 we began to explore territories and develop specific promotions aimed at improving our market share position.

The launch of “Seguro Móvil” was the last thing I did before moving into the wholesale business in 2012.

During all the following years at TIWS, TBS and TGS I have worked on countless very interesting projects with great returns for the Group. Amongst others: LTE, SMS/RCS Messaging, Roaming and IOT.

What are your expectations for the company’s centenary in 2024?

The centenary is a really important milestone for the brand. Few companies manage to reach this figure.
These one hundred years are the result of work well done by a great team. I hope that we can continue to grow, with the enthusiasm that characterises us, over the next hundred years.

What do you think Telefónica has contributed to society in these almost 100 years?

In the future I see Telefónica strengthening its leadership in the telecommunications market and being a pioneer in technological advances.

Could you live without a mobile phone?

Although I would like to say no, I think it is something that is part of our lives and is linked to both our personal and professional environment.

It is true that I am concerned about the levels of addiction it creates, especially in young people.

Help us solve one of humanity’s great enigmas: the potato omelette… With onion or without onion?

If I have to choose, I’d go for the omelette without onions, but that doesn’t mean I don’t like the one with onions.

Come up with some crazy ideas for our centenary.

I would do something aimed at our entire customer base. After all, they are our reason for being. For example, a discount on the invoice depending on the number of years they have been with us. If they have been with us for 10 years, 10%, if they have been with us for 20 years, 20% and so on.

Nominate another colleague to appear in this section.

I propose Dimanka Georgiew and Roberto Lago.

In #Thespanishomelettething tag section we interview Telefónica’s employees on a variety of topics, while trying to solve one of humanity’s greatest dilemmas.

The Spanish omelette ranking







Get into the ranking! We want to know about you – tell us your story!
* This interview is aimed at Telefónica’s employees


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