Aura, a pioneering way to interact with customers


  • The application of cognitive capabilities to its platforms will allow Telefónica’s customers to know, manage, and control their digital lives with the company, and discover new customer propositions.
  • Facebook, Microsoft, and UNICEF participated in the presentation together with Telefónica’s Chairman and CEO, José María Álvarez-Pallete and Chema Alonso, the company’s Chief Data Officer who has shown also an example of implementation with ProFuturo.


José María Álvarez-Pallete, Telefónica’s Chairman and CEO, and Chema Alonso, Telefónica’s Chief Data Officer, presented this week the fourth platform named AURA that, thanks to the application of cognitive capabilities, will be the basis for a new relationship model with costumers.  AURA will enable users to manage their digital experiences with the company and control the data generated by using Telefónica’s products and services in a transparent and secure manner.


Telefónica becomes the first company in the industry to provide its customers the possibility of managing their relationship with the company based on cognitive intelligence.



The process of transformation began several years ago with the complex task of simplification and end-to-end digitalization of the company in order to make the three platforms it already had intelligent.  Since 2012, Telefónica has invested approximately 48 billion euro in this process both in the deployment of networks and other state of the art infrastructure, and in the integration of all its IT systems or the development of new digital products and services.

These platforms are building blocks that enabled Telefónica to develop a fourth, cognitive platform. AURA redefines the interaction between Telefónica and its customers in a safe and simple environment, with transparency and control over personal information. AURA will facilitate the discovery of new value-added propositions based on the insights of their data and will be available through multiple channels and devices.

The fourth platform will make cognitive sense of this flow of data. Until now, this data was generated in an uninterrupted, although fragmented, manner by the networks and other physical assets of the company (1st platform, Telefónica’s core asset), its unified IT systems (2nd platform), as well as the products and services it offers to its users (3rd platform). These smart platforms will imply a major qualitative leap in the customers’ experience with the company.


“Cognitive intelligence will allow us to understand our customers better, so they can them relate to us in a more natural and easy way, and generate a new relationship of trust with them based on transparency and the control of their data”, said José María Álvarez-Pallete.


Customers will be able to ask questions about the products and services they use; create and track a claim; manage and unblock device access to the Wi-Fi router provided by Telefónica; get information about their favourite shows and program their recording; or be alerted when their data consumption is greater than usual.

Each user will have a “personal data space”, the memory which will store the digital trace they leave when using Telefónica products and services, and which will allow the customers, if they so desire, to personalize their experience. AURA will also be able to make recommendations about offers of products and services that best adapt to the needs of the user, the contents that adapt to their preferences, the installation of security, or the detection of fraudulent apps.

In this space of trust and understanding with the customer, AURA will allow users to decide whether or not to share part of the insights generated from their data with third parties and so enrich their digital experiences. Integration with other technologies and digital services will make AURA a powerful platform of innovation open to other partners and different technologies.


Collaboration with different partners


Javier Oliván, Vice-president of Growth at Facebook, presented an interesting example of the potential of new collaboration proposals. This use case demonstrates an improvement of Facebook’s Safety Check service for Telefónica users that have also registered with the service, enhancing accuracy of notifications.

We are excited to partner with Telefónica to improve experiences like Safety Check, so members of our community can let friends and family know they're safe if they happen to be near a disaster area”, said Mark Zuckerberg, Founder, Chairman and CEO from Facebook’s headquarters in Menlo Park.

Microsoft is collaborating with Telefónica in its fourth platform project. “We have made deep investments in AI, machine learning, and an industry-leading cloud infrastructure to set a new bar for intelligent services like speech and image recognition. We’re thrilled to collaborate with Telefónica to bring these next generation experiences to their customers.” said said Peggy Johnson, Executive Vice President of Business Development at Microsoft during the presentation.

UNICEF also participated in the presentation with another example that demonstrates the great social potential contained in data. Users will have the possibility of altruistically sharing anonymized data regarding the mobility or use of mobile services. In this way, the United Nations agency will be able to improve the quality of its predictive models, improving its response to children in cases of natural disasters or health emergencies.




Lourdes Tejedor / @madrid2day

Telefónica Public Policy & Telefónica España Regulatory teams