Análisis de la Matriz ANSOFF de Telefônica Brasil S.A. (VIV) [Actualizado en Ene-2025]

En el panorama dinámico de las telecomunicaciones brasileñas, Telefônica Brasil S.A. (VIV) se está posicionando estratégicamente para el crecimiento transformador en múltiples dimensiones. Al aprovechar un enfoque integral de la matriz de Ansoff, la compañía está preparada para revolucionar su presencia en el mercado a través de estrategias innovadoras que abarcan la penetración del mercado, el desarrollo, la evolución del producto y la audaz diversificación. Desde expandir la cobertura de la red en regiones remotas hasta servicios digitales pioneros y explorar tecnologías de vanguardia, Telefônica Brasil no solo se está adaptando al ecosistema de telecomunicaciones, sino que está reestructurando activamente Iniciativas estratégicas de 360 ​​grados Esa promesa de redefinir la conectividad y las experiencias digitales para los consumidores y empresas brasileñas por igual.

Telefônica Brasil S.A. (VIV) - Ansoff Matrix: Penetración del mercado

Expandir las ofertas de paquetes de banda ancha móvil y fibra con precios competitivos

A partir del cuarto trimestre de 2022, Telefônica Brasil reportó 95.3 millones de usuarios móviles y 22.2 millones de clientes de banda ancha. La cuota de mercado móvil de la compañía en Brasil fue del 33,2%. Los ingresos promedio por usuario (ARPU) alcanzaron R $ 28.50 para servicios móviles.

Implementar campañas de marketing específicas para aumentar la lealtad del cliente

Telefônica Brasil invirtió R $ 1.2 mil millones en marketing y ventas en 2022. La tasa de retención de clientes fue del 84.3%, con un puntaje neto del promotor (NP) de 52.

• Inversión de marketing: R $ 1.2 mil millones
• Tasa de retención de clientes: 84.3%
• Puntuación del promotor neto: 52

Desarrollar planes móviles e internet personalizados para diferentes segmentos de consumo

La compañía ofreció 17 configuraciones distintas del plan móvil. El segmento prepago representaba el 43.7% del total de usuarios móviles, mientras que el segmento pospago representaba el 56.3%.

Mejorar la calidad del servicio al cliente para reducir la rotación y atraer nuevos suscriptores

La tasa de rotación del cliente fue del 2.1% mensual. La compañía mantuvo un equipo de servicio al cliente de 8.500 representantes en Brasil.

Introduzca planes móviles prepagos y pospagos flexibles con atractivos paquetes de datos

El consumo de datos por usuario móvil promedió 12.5 GB por mes. La cobertura de la red 4G alcanzó el 95.3% de la población brasileña. El precio promedio del paquete de datos fue de R $ 29.90 por mes.

• Consumo promedio de datos mensuales: 12.5 GB
• Cobertura de red 4G: 95.3%
• Precio promedio del paquete de datos: R $ 29.90

Telefônica Brasil S.A. (VIV) - Ansoff Matrix: Desarrollo del mercado

Expandir la cobertura de la red en regiones rurales y remotas desatendidas de Brasil

En 2022, Telefônica Brasil invirtió R $ 6.8 mil millones en expansión de la infraestructura de red, apuntando a 1,500 municipios con conectividad limitada. La compañía aumentó la cobertura rural en un 22% en comparación con el año anterior.

Centros urbanos emergentes y ciudades de tamaño mediano

Telefônica Brasil identificó 127 ciudades medianas con potencial para el desarrollo de infraestructura de telecomunicaciones. La compañía planeó invertir R $ 2.3 mil millones en estos centros urbanos durante 2022-2023.

• Población promedio de ciudades específicas: 150,000-300,000
• Nuevos suscriptores móviles proyectados: 480,000
• Aumento de los ingresos esperados: R $ 350 millones anualmente

Desarrollar asociaciones estratégicas con proveedores locales de servicios de Internet

En 2022, Telefônica Brasil estableció 43 acuerdos de asociación con proveedores locales de servicios de Internet, expandiendo el alcance de la red en 86 municipios.

Crear paquetes móviles e internet específicos de la región

Telefônica Brasil lanzó 12 paquetes móviles e internet específicos de la región en 2022, dirigido a segmentos de mercado únicos con precios personalizados.

• Precio promedio del paquete: R $ 49.90
• Nueva adquisición de suscriptores: 215,000
• Ingresos de paquetes específicos de la región: R $ 128 millones

Invierta en infraestructura 5G para atraer clientes

En 2022, Telefônica Brasil invirtió R $ 4.5 mil millones en infraestructura 5G, que cubre 63 ciudades con capacidades de red avanzadas.

Telefônica Brasil S.A. (VIV) - Ansoff Matrix: Desarrollo de productos

Lanzar servicios digitales integrados y plataformas de entretenimiento

Telefônica Brasil invirtió R $ 2.4 mil millones en iniciativas de transformación digital en 2022. La compañía reportó 27.6 millones de usuarios digitales en sus plataformas antes del cuarto trimestre de 2022.

Desarrollar soluciones avanzadas de ciberseguridad para clientes empresariales y residenciales

Las soluciones de ciberseguridad generaron R $ 780 millones en ingresos para Telefônica Brasil en 2022. Segmento de mercado de seguridad cibernética empresarial crecieron 18.3% año tras año.

• Paquete de ciberseguridad empresarial que comienza en R $ 2,500 por mes
• Paquete de ciberseguridad residencial con un precio de R $ 49.90 mensual

Crear paquetes de conectividad de IoT (Internet de las cosas) agrupados

Telefônica Brasil conectó 12.4 millones de dispositivos IoT en 2022. Los ingresos de IoT alcanzaron R $ 1.1 mil millones, lo que representa el 7.2% de los ingresos totales de telecomunicaciones.

Introducir herramientas de administración de redes y servicio al cliente con IA y gestión de redes

La implementación de IA redujo el tiempo de respuesta al servicio al cliente en un 42%. La optimización de red dirigida por IA ahorró R $ 156 millones en costos operativos en 2022.

Desarrollar aplicaciones móviles innovadoras con características de experiencia digital mejoradas

Vivo Mobile Application alcanzó 15.2 millones de usuarios mensuales activos en 2022. Las transacciones de autoservicio digital aumentaron en un 34% a través de plataformas móviles.

Telefônica Brasil S.A. (Viv) - Ansoff Matrix: Diversificación

Servicios financieros digitales y plataformas de pago móvil

Telefônica Brasil invirtió R $ 1.2 mil millones en servicios financieros digitales en 2022. La plataforma de pagos Vivo procesó 45 millones de transacciones en el cuarto trimestre de 2022, con un crecimiento anual del 32%.

Computación en la nube y transformación digital empresarial

Telefônica Brasil generó R $ 780 millones a partir de servicios en la nube en 2022. Las soluciones de transformación digital empresarial aumentaron en un 42% en comparación con 2021.

• Ingresos de servicios de infraestructura en la nube: R $ 450 millones
• Ingresos de soluciones digitales empresariales: R $ 330 millones
• Inversión total de transformación digital empresarial: R $ 220 millones

Tecnología educativa y conectividad de aprendizaje remoto

Telefônica Brasil apoyó a 1.200 instituciones educativas con soluciones de conectividad digital en 2022.

Consultoría de infraestructura y telecomunicaciones de ciudades inteligentes

Telefônica Brasil desplegó Smart City Solutions en 18 municipios durante 2022, invirtiendo R $ 150 millones en proyectos de infraestructura.

• Proyectos de la ciudad inteligente: 18 municipios
• Inversión total de infraestructura: R $ 150 millones
• Puntos finales de conectividad IoT: 250,000

Tecnología de salud digital y conectividad de telemedicina

Telefônica Brasil apoyó 350 instalaciones de salud con soluciones de conectividad de telemedicina en 2022.

Telefônica Brasil S.A. (VIV) - Ansoff Matrix: Market Penetration

You're looking at how Telefônica Brasil S.A. (VIV), operating as Vivo, is digging deeper into its existing customer base to drive revenue growth. This is all about maximizing the value from the millions of customers you already have connections with across Brazil.

Aggressively bundling mobile and fiber plans to reduce churn is clearly working. The Vivo Total convergent offering saw its subscriber base grow by 52.7% year-over-year. This bundling is deep into the fiber base, with near 62% of the fiber customers now being convergent. For these sticky customers, churn is as low as 0.7%, and the average gross ARPU (Average Revenue Per User) for a Vivo Total customer hits R$230. Furthermore, 85.1% of new FTTH (Fiber-to-the-Home) sales in stores now include a mobile bundle. This strategy is key to locking in customers.

Increasing 5G adoption in major cities like São Paulo and Rio de Janeiro is a major focus for market penetration. As of the third quarter of 2025, the 5G customer base expanded to 21.4 million subscribers. That's more than 21 million customers benefiting from the service. The network itself is being recognized, having been named the fastest in the world by OpenSignal for the second consecutive year. Coverage has aggressively expanded to 683 municipalities.

Loyalty discounts and plan structuring are clearly aimed at migrating prepaid users to higher-ARPU postpaid plans. Postpaid accesses grew by 7.3% year-over-year, reaching approximately 50 million customers, which now makes up 68% of the total mobile base. This segment added over 1,000 thousand (or 1 million) net additions in Q3 alone. The success of this migration is evident in the mobile ARPU, which reached a record R$31.5, a 3.9% increase year-on-year. Conversely, prepaid service revenue was down 7.6% year-over-year, showing the shift in revenue mix. Postpaid service revenue, however, grew by 8.0% to R$8.4 billion.

Targeting competitors' fixed-broadband customers with superior FTTH speeds is driving growth in the fixed segment. Telefônica Brasil S.A. (VIV) ended Q3 2025 with 7.6 million homes and businesses connected to fiber, a 12.7% year-over-year increase. The total FTTH footprint passed 30.5 million homes, up 7.6% year-over-year. Fiber revenue grew by 10.6% to R$2.0 billion. The fiber churn rate is also a competitive advantage, standing at a low 1.46% for the fifth consecutive quarter of reduction.

Running promotional campaigns to boost data usage on existing mobile base is supported by the ARPU increase despite competitive pricing pressures. The overall mobile ARPU growth of 3.9% to R$31.5 suggests successful upselling of data packages or higher-tier plans. The total mobile service revenue grew by 5.5% year-over-year, reaching R$9.7 billion.

Here are some key operational metrics from the third quarter of 2025:

The success in retaining and growing the high-value base is reflected in the overall access numbers:

• Total accesses reached 116.6 million accesses, a 1.2% increase from the previous year.
• Postpaid accesses now represent 68% of the total mobile base.
• The company recorded its highest-ever postpaid net additions, surpassing 1 million in the quarter.
• Revenue from Corporate Data, ICT, and Digital Services grew by 22.8% year-over-year to R$1.0 billion in the quarter.
• Capex for the quarter totaled R$2.6 billion, mainly for 5G and fiber expansion.

Finance: review the Q4 2025 budget allocation for in-store migration incentives by end of month.

Telefônica Brasil S.A. (VIV) - Ansoff Matrix: Market Development

Expand FTTH network coverage into smaller, underserved Brazilian municipalities.

The fiber footprint reached a total of 30.5 million homes nationwide as of Q3 2025. Over the last 12 months leading up to Q3 2025, over 2.2 million new homes were passed. In Q3 2025, the number of connected FTTH homes stood at 7.6 million, marking a 12.7% year-over-year increase. For the first quarter of 2025, the company reported 29.6 million homes passed, an increase of 10.5% year-on-year, with 7.2 million FTTH clients, up 12.9%.

• FTTH Homes Passed (Q1 2025): 29.6 million.
• FTTH Homes Passed (Q3 2025): 30.5 million.
• FTTH Connected Homes YoY Growth (Q3 2025): 12.7%.

Target the B2B segment in new regions with tailored cloud and IoT solutions.

Digital B2B revenues, which include cybersecurity, cloud services, IoT, and digital solutions, grew by 34.2% to reach R$5.06 billion in Q3 2025. Total B2B revenues climbed by 15.0% to R$13.16 billion in the same period. In the twelve months ending June 30, 2025, Vivo reported B2B revenue of BRL 4.8bn, a 31.3% increase year-over-year. A landmark IoT contract was closed for BRL 3.8bn (€600m) to deploy approximately 4.4 million smart meters over four years. Data, ICT, and digital services growth was 22.8% year-over-year in Q3 2025.

Launch specific, low-cost mobile plans for the unbanked population in the North/Northeast.

Total mobile accesses reached approximately 103 million connections in Q3 2025. Postpaid customers reached 50 million, representing 68% of the total mobile customer base. Mobile service revenues grew 5.5% year-over-year in Q3 2025. For related digital services, financial services (Vivo Seguros) counted with 600,000 insured devices, a 42% growth year-over-year, with plans starting at 17.90 reais per month.

• Total Mobile Accesses (Q3 2025): 103 million.
• Postpaid Customer Base Share (Q3 2025): 68%.
• Postpaid ARPU (Q3 2025): BRL 31.5.

Partner with regional ISPs to offer Vivo's digital services nationally.

Telefônica Brasil now owns a 75% stake in FiBrasil, following an investment of R$850 million ($152 million). The company's ecosystem business, which includes digital services, accounted for over 10% of total revenue by the end of 2024, demonstrating growth rates of more than 20% annually in 2024.

Focus on connecting agribusiness (AgriTech) in rural areas with specialized 4G/5G.

Only 19% of the land available for agricultural use in Brazil has 4G or 5G coverage. Telefônica|Vivo is one of between 30 and 35 providers engaged in agribusiness activities. A partnership with UISA involved the construction and operation of seven 4G towers to improve coverage at the Guanabara farm in Mato Grosso state. This contract included the activation of Narrowband IoT (NB-IoT) and LTE-for-Machines (LTE-M) technology, with the supply of more than IoT 300 devices. A precision farming project utilizes the rural 5G network on the 700Mhz band.

• Ag Land with 4G/5G Coverage: 19%.
• 4G Towers Deployed (UISA Farm): seven.
• IoT Devices Supplied (UISA Farm): more than 300.

Telefônica Brasil S.A. (VIV) - Ansoff Matrix: Product Development

You're looking at how Telefônica Brasil S.A. (VIV) can grow by introducing new products to its existing customer base, which is the core of Product Development in the Ansoff Matrix. The company is already seeing strong momentum here; for instance, Data, ICT, and digital services revenue grew by an impressive 22.8% year-over-year in the third quarter of 2025.

For mobile financial services, you see the foundation already laid with offerings like Vivo Pay and Vivo Money, which fall under the broader digital services umbrella. The strategic intent is clear, as Telefônica Brasil is actively searching for acquisitions in value-added services, including fintechs, to enhance this offering. This push into FinTech is designed to capture more of the existing customer's wallet share beyond connectivity.

Developing new digital health and education subscriptions via the Vivo App is a clear path. The existing health service, Vale Saúde Sempre, already serves around 450,000 subscriptions as of Q3 2025, marking a 27% year-over-year increase. This existing base provides a ready audience for new, integrated education or wellness packages delivered through the primary application interface.

Launching advanced cybersecurity and cloud storage packages for small businesses directly targets the B2B segment where growth is already explosive. Digital B2B revenues, which include cloud and cybersecurity services, saw a 40% growth rate in Q3 2025. This shows a strong appetite for these specific, higher-value digital tools among enterprise clients.

Smart home (IoT) device installation and monitoring services fit perfectly into the existing digital services growth narrative. The overall B2B digital revenue growth of 40% in Q3 2025 encompasses IoT. A concrete example of this is the strategic partnership with Sabesp, involving the deployment of 4.4 million smart water meters, demonstrating Telefônica Brasil's capability in large-scale IoT deployment and monitoring.

Creating a premium, ad-free streaming video aggregator service is an evolution of current entertainment offerings. While the Vivo Play platform saw a 22% subscriber increase in 2024, moving to a premium, ad-free aggregator model targets the high-value, converged customer. These converged customers, often on the Vivo Total plan, already show a high cross-ARPU of R$230 per month, suggesting willingness to pay for superior content bundles.

Here's a snapshot of the existing digital service performance that underpins the Product Development strategy:

The focus for new product development centers on deepening engagement with the existing base, particularly through convergence. You can see the success of this approach in the Vivo Total plan adoption, which grew 52.7% year-over-year in Q3 2025.

The key product development thrusts are:

• Migrate more mobile customers to the Vivo Total plan, where cross-ARPU is R$230 per month.
• Expand the digital wallet ecosystem by integrating new fintech capabilities.
• Scale health and education subscriptions beyond the current 450,000 health users.
• Develop premium content tiers for streaming to capture more of the high-ARPU base.
• Leverage the 40% growth in B2B digital services for new cybersecurity modules.

The company's total revenue in Q3 2025 was R$14.95 billion, up 6.5% year-over-year, showing that new product revenue streams are contributing meaningfully to overall top-line expansion.

Finance: draft 13-week cash view by Friday.

Telefônica Brasil S.A. (VIV) - Ansoff Matrix: Diversification

You're looking at how Telefônica Brasil S.A. (VIV) is moving beyond core connectivity, which is a classic diversification play. This isn't just about adding a few features; it's about building entirely new revenue pillars.

Acquire a regional technology company in a neighboring Latin American country (e.g., Argentina, Chile).

While direct data on a new acquisition in Argentina or Chile for 2025 isn't public, Telefônica Brasil's parent company has been actively exiting several Latin American markets, which frees up capital and focus for strategic, targeted moves. For instance, the parent group agreed to offload Telefónica Argentina and has secured deals for exits in Colombia, Ecuador, and Uruguay. This regional restructuring suggests a pivot toward high-growth, controlled investments, rather than broad market presence.

Invest in renewable energy infrastructure projects for self-consumption, then sell surplus.

Telefônica Brasil is aligning with the broader Telefónica Group's sustainability goals, which target net-zero emissions in main markets by 2025. A prior strategic move involved a partnership to operate four solar photovoltaic plants authorized to generate up to 200-megawatts of renewable electricity, with the explicit plan to sell any surplus on the open market. This demonstrates a clear path for energy self-sufficiency and potential energy trading revenue streams.

Establish a venture capital arm to fund and integrate Brazilian B2B SaaS startups.

The Corporate Venture Capital (CVC) arm, Vivo Ventures, is actively deploying capital. In September 2025, Vivo Ventures made its largest check ever, a R$35 million transaction, investing in Asaas, a financial solutions platform for SMEs. Furthermore, Vivo Ventures reorganized its stake in Vivae Educação Digital S.A., contributing shares valued at R$17,375,359.36 to its investment fund. Vivo Ventures started in April 2022 with R$320 million in committed capital. The goal is clear: offer Vivo products to Asaas's over 220,000 customers and offer Asaas's services to Vivo's 1.7 million small and medium-sized businesses.

Offer global B2B connectivity and data center services outside of Latin America.

The focus on B2B is strong, though specific global revenue outside Latin America isn't broken out. However, the growth in the B2B segment shows momentum. Over the last twelve months ending Q3 2025, B2B revenues hit BRL 13.2 billion, marking a 15% year-over-year increase. The digital component is outpacing this, with Digital B2B growing 34.2% in the same period. In Q2 2025, Digital B2B grew 31.3% and represented 8.2% of total revenues. This segment's growth rate in Q2 2025 was 13.3% year-over-year.

Develop a new, non-telecom digital advertising platform leveraging user data.

While a specific advertising platform revenue number isn't isolated, the 'New Businesses' segment is a key indicator of this diversification. In Q1 2025, this segment grew 18.6% year-over-year to BRL 1.7 billion, making up 3% of total revenues. By the LTM ending Q3 2025, New Businesses accounted for 11.7% of total revenues, up two percentage points year-over-year. This segment also includes the recent acquisition of i2GO for up to BRL 80 million on March 21, 2025, reinforcing presence in the accessories market.

Here's a quick look at the financial scale supporting these diversification efforts as of the latest reports:

The growth in these non-core areas is supported by strong underlying financial health:

• Postpaid customers grew 7.7% to over 67 million in Q1 2025.
• Fiber subscribers increased by 12.9% year-on-year in Q1 2025.
• Net Income for the first nine months of 2025 reached BRL 4.3 billion.
• The company declared an additional BRL 2.7 billion in Interest on Capital to be paid before April 2026.
• CapEx to revenues ratio declined to 15.7% in the first nine months of 2025.

What this estimate hides is the exact profitability of the new digital advertising platform versus the cost of integrating the i2GO acquisition. Finance: draft 13-week cash view by Friday.