Tell us a little about yourself. What does your job at Telefónica involve?
First of all, thank you for giving me this opportunity. I am currently responsible for SMEs at Telefónica de España.
After years of experience in different segments of B2B and regional management, I have been in charge of SMEs for six years now, which is a very interesting challenge.
We offer companies telecommunications and information technology services.
We help companies to be more competitive and productive and to take advantage of the benefits of technology.
Fortunately, Telefónica’s solutions are not exclusively for large corporations; small businesses can also access the latest in IT at a very reasonable price.
In your current role, how would you define the main challenge facing SMEs today in their digitalisation process?
The challenge differs depending on the size of the SME and the talent it has to take advantage of the benefits of technology. This is where Telefónica plays a key role, providing support and guidance on the best solutions and project implementation.
Spanish SMEs are not particularly large compared to the European average, and many are family-run, but even so, they should not turn their backs on digitalisation.
Competitiveness is one of the areas for improvement in our economy, and technology is key. Both current and future technology: AI, cybersecurity, data governance… And a long list of other things. Staying out of this greatly reduces the chances of survival for any company in the very near future. That’s why we have to get our act together!
Can you share any initiatives that you feel particularly satisfied with in this area?
I think the SME unit has done great things in recent years, and you can see the results in the growth in revenue, the evolution of market share, portability…
All this has been thanks to a profound transformation of the entire unit, of the commercial offering, of the channels to be more modern and technological, of our ambition in terms of quality so that our customers stay with us because of their conviction and level of service.
For me, it is a collective success, with a great deal of commitment from the team… My thanks and recognition from here.
How do you think SMEs can continue to evolve in order to continue to have a positive impact on society?
SMEs account for more than half of all employment, so imagine the impact they have! They need to advance in digitalisation and also in sustainability, innovation, talent development, etc.
Let’s remember that, ultimately, they are key to territorial cohesion and to maintaining our social welfare.
In return, we must make it easier for them. Entrepreneurship is hard, and we must recognise and help them from the administrations and from companies.
At Telefónica, we are doing our bit… we are very sensitive to the needs of SMEs and we are fully committed to them.
Which people working at Telefónica would you nominate for this interview who you consider to be excellent at their job?
Ana Ruiz Andújar, who is excellent at her job, as you say.
