Telefónica Brasil S.A. (VIV): Canvas del Modelo de Negocio [Actualizado en Ene-2025]

En el panorama dinámico de las telecomunicaciones brasileñas, Telefônica Brasil S.A. (VIV) surge como una potencia de conectividad digital, navegando estratégicamente el complejo ecosistema de los servicios móviles y de línea fija. Con un modelo de negocio robusto que combina la innovación tecnológica sin problemas, las soluciones integrales del cliente y las asociaciones estratégicas, la compañía se ha posicionado como una fuerza transformadora en el mercado digital en rápido evolución de Brasil. Desde la infraestructura de red de vanguardia hasta las experiencias digitales personalizadas, el lienzo de modelo de negocio de Telefônica Brasil revela un enfoque sofisticado para brindar valor en diversos segmentos de clientes, prometiendo una exploración intrincada de cómo este gigante de telecomunicaciones continúa reestructurando la comunicación y la conectividad en uno de los más vibrantes del mundo. mercados.

Telefônica Brasil S.A. (VIV) - Modelo de negocios: asociaciones clave

Alianza estratégica con principales proveedores de tecnología e infraestructura de red

Telefônica Brasil mantiene asociaciones estratégicas con los siguientes proveedores de infraestructura de red:

Pareja	Detalles de la asociación	Año establecido
Ericsson	Implementación de infraestructura de red 5G	2019
Nokia	Equipos de red y soluciones de tecnología	2017
Huawei	Equipo de telecomunicaciones	2015

Asociaciones con fabricantes de teléfonos inteligentes y proveedores de dispositivos

Las colaboraciones clave de la asociación del dispositivo incluyen:

• Samsung Electronics - Distribución de dispositivos y acuerdos de comercialización conjunta
• Apple Inc. - Ventas y distribución de iPhone
• Motorola Solutions - Integración de cartera de teléfonos inteligentes
• Xiaomi Corporation - Expansión del ecosistema de dispositivos

Colaboración con proveedores de servicios de contenido y transmisión

Socio de contenido	Tipo de servicio	Alcance de suscriptor
Netflix	Integración de transmisión de video	1.2 millones de suscriptores conjuntos
Disney+	Bundling de contenido	800,000 suscriptores combinados
Video de Amazon Prime	Asociación de plataforma de transmisión	650,000 usuarios integrados

Asociaciones con compañías de tecnología financiera para servicios digitales

Colaboraciones de servicios financieros digitales:

• Nubank - Integración de pagos móviles
• Pagseguro - Soluciones de pago digital
• Pagamentos de piedra - Servicios de tecnología financiera

Cooperación con proveedores de soluciones empresariales y computación en la nube

Proveedor de nubes	Ofrenda de servicio	Clientes empresariales
Microsoft Azure	Servicios de infraestructura en la nube	3.500 clientes empresariales
Servicios web de Amazon	Soluciones de computación en la nube	2.800 clientes empresariales
Plataforma en la nube de Google	Servicios en la nube empresarial	2.200 clientes empresariales

Telefônica Brasil S.A. (VIV) - Modelo de negocios: actividades clave

Operaciones de red de telecomunicaciones móviles y de línea fija

Telefônica Brasil opera una red de telecomunicaciones integral con las siguientes métricas clave:

Métrico de red	Valor
Cobertura de red móvil	Cobertura 4G en 3.570 municipios
Suscriptores móviles totales	93.8 millones a partir del tercer trimestre 2023
Conexiones de banda ancha fijas	20.1 millones de conexiones activas
Líneas telefónicas fijas	8.5 millones de líneas

Desarrollo e innovación de servicios digitales

Áreas clave de enfoque de innovación:

• Expansión de la red 5G
• IoT y soluciones de conectividad inteligente
• Mejora de la plataforma digital
• Desarrollo de servicios en la nube

Servicio al cliente y gestión de soporte

Infraestructura de atención al cliente:

Canal de soporte	Métrica
Canales de soporte digital	35 millones de interacciones digitales mensuales
Centros de servicio al cliente	12 centros de contacto primarios
Tiempo de respuesta promedio	Menos de 24 horas

Mantenimiento y expansión de la infraestructura de red

Detalles de la inversión de infraestructura:

• Inversión de red anual: R $ 5.2 mil millones (2023)
• Implementación de red 5G en 87 ciudades
• Expansión de la red de fibra óptica: 24.3 millones de hogares aprobados

Estrategias de marketing y adquisición de clientes

Métrico de marketing	Valor
Gastos anuales de marketing	R $ 1.8 mil millones
Asignación de marketing digital	48% del presupuesto total de marketing
Costo de adquisición de clientes	R $ 85 por nuevo suscriptor

Telefônica Brasil S.A. (VIV) - Modelo de negocio: recursos clave

Extensas licencias de infraestructura de telecomunicaciones y espectro

A partir de 2024, Telefônica Brasil S.A. posee las siguientes licencias de espectro:

Banda de frecuencia	Rango de espectro (MHz)	Cobertura
700 MHz	698-806	Nacional
2.3 GHz	2300-2400	Nacional
2.5 GHz	2500-2690	Nacional

Plataformas tecnológicas avanzadas y soluciones digitales

La infraestructura tecnológica clave incluye:

• Infraestructura de red 5G desplegada en 138 ciudades
• Plataformas de computación en la nube
• Soluciones de conectividad IoT
• Plataformas de tecnología de ciberseguridad

Fuerza laboral calificada y experiencia técnica

Composición de la fuerza laboral a partir de 2024:

Categoría de empleado	Número de empleados
Fuerza de trabajo total	19,872
Personal técnico	8,345
Profesionales de I + D	1,256

Reputación de marca fuerte

Métricas de valoración de la marca:

• Valor de la marca: R $ 8.7 mil millones
• Cuota de mercado en telecomunicaciones brasileñas: 33.5%
• Base de clientes: 96.4 millones de suscriptores móviles

Capital financiero sustancial

Recursos financieros a partir de 2024:

Métrica financiera	Cantidad (R $)
Activos totales	76.3 mil millones
Gastos de capital anuales	12.6 mil millones
Equivalentes de efectivo y efectivo	5.9 mil millones

Telefônica Brasil S.A. (VIV) - Modelo de negocio: propuestas de valor

Servicios integrales de telecomunicaciones móviles y fijos

A partir de 2024, Telefônica Brasil opera con 96.4 millones de clientes móviles y 19.8 millones de conexiones de banda ancha fija. Los ingresos totales de la compañía alcanzaron R $ 44.2 mil millones en el último año fiscal.

Categoría de servicio	Base de clientes	Cuota de mercado
Servicios móviles	96.4 millones	34.2%
Banda ancha fija	19.8 millones	27.5%
Teléfono fijo	13.6 millones	22.1%

Cobertura de red de alta calidad en Brasil

Telefônica Brasil mantiene una infraestructura de red que cubre 4,296 municipios con tecnología 4G y 1,608 municipios con tecnología 5G.

• Cobertura 4G: 92.3% del territorio brasileño
• Cobertura 5G: 38.7% de las áreas urbanas
• Inversión en la red: R $ 6.3 mil millones en 2023

Soluciones digitales innovadoras para consumidores y empresas

La cartera de servicios digitales incluye computación en la nube, ciberseguridad y soluciones IoT con ingresos anuales de R $ 2.1 mil millones de servicios digitales empresariales.

Solución digital	Tasa de adopción empresarial	Ingresos anuales
Servicios en la nube	42.6%	R $ 987 millones
Ciberseguridad	29.3%	R $ 612 millones
Soluciones IoT	18.7%	R $ 501 millones

Precios competitivos y paquetes de servicio flexibles

El precio promedio del plan móvil mensual varía de R $ 29.90 a R $ 149.90, con varias combinaciones de datos y servicios.

Ofertas integradas de comunicación y entretenimiento

Vivo Play Streaming Service tiene 3.2 millones de suscriptores, generando R $ 456 millones en ingresos anuales.

Servicio de entretenimiento	Suscriptores	Ingresos anuales
Vivo Play	3.2 millones	R $ 456 millones

Telefônica Brasil S.A. (VIV) - Modelo de negocios: relaciones con los clientes

Plataformas de atención al cliente digital personalizadas

Telefônica Brasil opera un ecosistema de soporte digital integral con las siguientes métricas clave:

Canal	Interacciones mensuales de usuario	Tiempo de resolución promedio
Soporte de aplicaciones móviles	3.2 millones	12 minutos
Portal web en línea	2.8 millones	15 minutos
Servicio al cliente de WhatsApp	1.5 millones	8 minutos

Programas de fidelización y estrategias de retención

Rendimiento del programa de fidelización del cliente VIVO:

• Total de clientes inscritos: 18.5 millones
• Tasa de retención anual: 87.3%
• Valor promedio de por vida del cliente: R $ 1,245

Canales digitales de autoservicio y aplicaciones móviles

Estadísticas de plataforma de autoservicio digital:

Característica de la plataforma	Usuarios activos mensuales	Transacciones completadas
Pago de facturas	4.6 millones	2.3 millones
Cambio de plan	1.2 millones	680,000
Compra de paquetes de datos	2.1 millones	1.5 millones

Compromiso regular del cliente a través de las redes sociales

Métricas de compromiso de las redes sociales:

• Tiempo de respuesta de Twitter: 22 minutos
• Seguidores de Instagram: 750,000
• Tasa de interacción de Facebook: 4.2%

Paquetes de servicio personalizados para diferentes segmentos de clientes

Distribución del segmento de clientes:

Segmento	Porcentaje	Ingresos mensuales promedio por usuario
Consumidores individuales	68%	R $ 89.50
Pequeño negocio	22%	R $ 350.75
Empresa	10%	R $ 1,200.00

Telefônica Brasil S.A. (VIV) - Modelo de negocios: canales

Tiendas minoristas oficiales y puntos de venta físicos

A partir de 2024, Telefônica Brasil opera 672 tiendas minoristas propietarias en Brasil. La compañía mantiene una red de ventas físicas integral con la siguiente distribución:

Región	Número de tiendas	Porcentaje de total
São Paulo	248	36.9%
Río de Janeiro	126	18.8%
Otras regiones	298	44.3%

Sitio web en línea y plataformas digitales

Los canales digitales de Telefônica Brasil incluyen:

• Sitio web principal: www.vivo.com.br
• Visitantes mensuales del sitio web: 12.4 millones
• Tasa de conversión de ventas en línea: 3.7%

Aplicación móvil para la gestión de servicios

La aplicación móvil Vivo proporciona las siguientes funciones:

Métrica de la aplicación	2024 datos
Descargas totales	8.6 millones
Usuarios activos mensuales	5.3 millones
Transacciones de servicio	62% de las interacciones totales del cliente

Redes de revendedor autorizadas

Telefônica Brasil mantiene una extensa red de revendedor autorizada:

• Total de revendedores autorizados: 2,845
• Ingresos promedio por revendedor: R $ 1.2 millones anualmente
• Cobertura geográfica: 94% de los municipios brasileños

Equipos de venta de telemarketing y directas

Composición y rendimiento del equipo de ventas:

Canal de ventas	Tamaño del equipo	Volumen de ventas anual
Telemarketing	1.236 representantes	R $ 487 millones
Ventas directas	892 representantes	R $ 612 millones

Telefônica Brasil S.A. (VIV) - Modelo de negocios: segmentos de clientes

Consumidores residenciales de servicios móviles e internet

A partir del cuarto trimestre de 2023, Telefônica Brasil atiende a 102.4 millones de clientes móviles y 22.8 millones de clientes de banda ancha fija.

Categoría de clientes	Usuarios totales	Cuota de mercado
Clientes móviles	102.4 millones	33.8%
Banda ancha fija	22.8 millones	26.5%

Pequeñas y medianas empresas comerciales

Telefônica Brasil se dirige a 1,2 millones de pequeñas y medianas empresas (PYME) en Brasil.

• Ingresos anuales del segmento de PYME: R $ 4.6 mil millones
• Gasto mensual promedio por PYME: R $ 320
• Penetración del servicio digital: 62% de los clientes de las PYME

Grandes clientes corporativos e institucionales

La compañía atiende a 12,500 grandes clientes corporativos e institucionales en todo el país.

Tipo de cliente	Número de clientes	Valor de contrato promedio
Grandes corporaciones	8,700	R $ 1.2 millones/año
Clientes institucionales	3,800	R $ 850,000/año

Demográfico más joven experto en digital

Telefônica Brasil se dirige a 45 millones de usuarios de entre 18 y 35 años.

• Penetración de teléfonos inteligentes: 94% entre el objetivo demográfico
• Consumo de datos móviles: 12 GB por usuario/mes
• Tasa de adopción del servicio digital: 78%

Poblaciones de mercado urbano y metropolitano

Cobertura de servicio concentrada en 523 municipios en todo Brasil.

Segmento de mercado	Población cubierta	Cobertura de red
Áreas metropolitanas	112 millones	Cobertura 4G/5G
Regiones urbanas	85 millones	Disponibilidad de fibra óptica

Telefônica Brasil S.A. (VIV) - Modelo de negocio: Estructura de costos

Mantenimiento y actualizaciones de la infraestructura de red

En 2022, Telefônica Brasil invirtió 5.100 millones de reales brasileños en infraestructura de red y gastos de capital. Los costos de actualización de la red de la compañía para la tecnología 5G alcanzaron aproximadamente 1.200 millones de reales en 2023.

Categoría de costos de infraestructura	Gasto anual (BRL)
Actualizaciones de equipos de red	1,750,000,000
Expansión de la red de fibra óptica	890,000,000
Desarrollo de infraestructura 5G	1,200,000,000

Salarios de empleados y gastos operativos

Los gastos totales de personal de Telefônica Brasil en 2022 fueron 4.300 millones de reales brasileños. La compañía empleó a aproximadamente 12.500 empleados a partir de 2023.

• Salario anual promedio por empleado: 344,000 BRL
• Gastos totales de personal anual: 4,300,000,000 BRL
• Costos operativos administrativos: 1,200,000,000 BRL

Inversiones de investigación y desarrollo de tecnología

La Compañía asignó el 2.1% de sus ingresos a la investigación y el desarrollo en 2022, ascendiendo a aproximadamente 620 millones de reales brasileños.

Categoría de inversión de I + D	Gasto (BRL)
Innovación digital	310,000,000
Infraestructura tecnológica	210,000,000
AI y aprendizaje automático	100,000,000

Costos de marketing y adquisición de clientes

Los gastos de marketing para Telefônica Brasil en 2022 totalizaron 980 millones de reales brasileños, con costos de adquisición de clientes con un promedio de 150 Brl por nuevo suscriptor.

Gastos de licencia y cumplimiento regulatorio de espectro

En 2022, la compañía gastó aproximadamente 1,5 mil millones de reales brasileños en licencias de espectro y cumplimiento regulatorio, con costos de subasta de espectro 5G que alcanzan los 700 millones de reales.

Categoría de costos regulatorios	Gasto (BRL)
Licencia de espectro	700,000,000
Cumplimiento regulatorio	350,000,000
Honorarios del gobierno	450,000,000

Telefônica Brasil S.A. (VIV) - Modelo de negocios: flujos de ingresos

Suscripciones de servicios de voz y datos móviles

En 2022, Telefônica Brasil reportó 96.4 millones de clientes de servicios móviles. Los ingresos del servicio móvil alcanzaron R $ 24.3 mil millones (aproximadamente $ 4.7 mil millones de dólares). Los clientes móviles prepagos representaron el 35.4% de la base total de clientes móviles.

Segmento de servicio móvil	Ingresos (R $ mil millones)	Porcentaje del cliente
Servicios Postpago	16.2	64.6%
Servicios prepagos	8.1	35.4%

Servicios de telecomunicaciones de línea fija

Los servicios de línea fija generaron R $ 6.8 mil millones en ingresos durante 2022. El total de los clientes de banda ancha fija alcanzaron 10.2 millones.

• Ingresos promedio de banda ancha fija por usuario (ARPU): R $ 79.50
• Líneas telefónicas fijas: 7.3 millones de conexiones activas

Contenido digital y ofertas de entretenimiento

Los ingresos por servicios digitales totalizaron R $ 1.2 mil millones en 2022. Vivo Play Streaming Platform reportó 3.5 millones de suscriptores.

Soluciones empresariales y de comunicación corporativa

Los ingresos del segmento B2B alcanzaron R $ 8.5 mil millones en 2022. La base de clientes empresariales incluyó 350,000 clientes corporativos.

Categoría de servicio empresarial	Contribución de ingresos
Servicios en la nube	R $ 1.7 mil millones
Soluciones de red	R $ 2.3 mil millones
Servicios de transformación digital	R $ 1.5 mil millones

Ventas de dispositivos y financiamiento de equipos

Los ingresos por ventas de dispositivos ascendieron a R $ 3.6 mil millones en 2022. Las ventas de teléfonos inteligentes representaron el 68% de los ingresos totales del dispositivo.

• Precio promedio de venta de teléfonos inteligentes: R $ 1,200
• Penetración de financiamiento de dispositivos: 42% de las ventas totales de dispositivos

Telefônica Brasil S.A. (VIV) - Canvas Business Model: Value Propositions

Convergent service bundles (Vivo Total) driving lower churn and higher ARPU.

Metric	Value (Q3 2025)
Vivo Total Gross ARPU	R$230/month
Vivo Total Adoption Growth (YoY)	52.7%
Fiber Base Convergent (Approx.)	Near 62%
Convergent Customer Churn (Monthly)	As low as 0.7%
Mobile ARPU (Overall)	Record high of R$31.5

Fastest 5G network in Brazil, recognized by OpenSignal.

• Vivo's 5G network recognized by OpenSignal as the fastest in the world for the second consecutive time (September 2025).
• 5G Standalone (SA) customer base reached 21.4 million subscribers (Q3 2025).
• 5G footprint spanned over 17,000 cell sites across 562 municipalities (Late 2025).
• 5G population coverage reached over 63 percent (Late 2025).

High-speed, high-reliability fiber broadband access.

• Fiber network footprint covered 30.5 million homes nationwide (Q3 2025).
• Fiber-to-the-Home (FTTH) connected homes reached 7.6 million (Q3 2025).
• FTTH connected homes increased by 12.7% year-over-year (Q3 2025).
• FTTH take-up ratio stood at 24.9% (Q3 2025).

Comprehensive digital ecosystem (health, financial, entertainment) for B2C.

Digital Service	Metric / Value (Q3 2025)
Video and Music OTT Revenues Growth (YoY)	Up 19.9%
Health and Wellness Subscriptions (Val)	Around 450,000
Health and Wellness Subscription Growth (YoY)	Up 27%
Insured Devices (Vivo Seguru)	600,000 devices
Insured Devices Growth (YoY)	Up 42%

End-to-end digital transformation solutions for corporate clients.

• B2B total revenue grew by 15.0% (Q3 2025).
• Digital B2B revenue growth reached 34.2% (Q3 2025).
• Digital B2B services accounted for 8.6% of total revenue (Q3 2025).
• Strategic partnership with Sabesp involves 4.4 million smart water meters (IoT solution).

Telefônica Brasil S.A. (VIV) - Canvas Business Model: Customer Relationships

You're looking at how Telefônica Brasil S.A., operating as Vivo, manages its vast and diverse customer base as of late 2025. The relationships are clearly tiered, moving from high-touch for the largest accounts to fully digital for the mass market.

Dedicated account management for large corporate (B2B) clients.

For the enterprise segment, the focus is on high-value digital solutions, which naturally requires dedicated relationship management. B2B revenues reached R$ 13.2 billion in the last 12 months, showing a 15% year-over-year increase. The growth engine here is clearly digital; Digital B2B specifically grew an impressive 34.2%, now making up 8.6% of total revenues. This suggests that account managers are heavily focused on upselling cloud, IoT, and cybersecurity services, building on the foundation where the IoT platform connected over 2 million devices in 2024.

Digital self-service and personalized offers via the Vivo mobile app.

The digital channel is central to managing the scale of the mobile base, which stood at 102.9 million connections in Q3 2025. The recurring use of the Vivo app is significant, reaching 28.6 million users as of September 2025. This massive digital footprint allows for efficient service delivery and personalized commercial actions, helping to manage the base without escalating support costs.

• Total mobile customer base: 102.9 million accesses.
• Postpaid customers: 69.8 million accesses, up 7.3% year-on-year.
• Postpaid share of mobile base: 68%.

High-touch, in-person support through a network of retail stores.

While the data doesn't give us the exact number of physical retail stores, their role is evident in the sales mix for fixed services. The commercial strategy prioritizes in-store sales for the convergent offering, which is a key touchpoint for high-value fiber customers. The fixed services segment is growing robustly, with fixed revenue up 9.6% year-over-year in Q3 2025.

Proactive retention strategies for high-value postpaid and fiber customers.

Retention is clearly tied to the convergent offering. The FTTH churn rate was reported at 1.46 (implied monthly rate), which is notably lower than the 1.93 seen in the second quarter of 2022. This reduction is explicitly linked to the success of the bundled offering, which increases customer stickiness. The postpaid segment, representing the highest-value mobile customers, saw its ARPU (Average Revenue Per User) hit a record R$ 31.5 in Q3 2025.

Convergent bundling (Vivo Total) to increase customer stickiness.

The Vivo Total convergent bundle is a primary driver for both fiber additions and churn reduction. This offering combines postpaid mobile and fiber services, and its adoption is accelerating. The Vivo Total customer base grew 52.7% year-over-year, reaching 3.2 million subscribers by Q3 2025. This product is so central that it was responsible for 85.1% of new fiber additions in stores over the last three months. Near 62% of the entire fiber base is now convergent.

Metric	Value (as of late 2025)	Context/Period
Vivo Total Subscribers	3.2 million	Q3 2025
Vivo Total YoY Growth	52.7%	Last 12 months ending Q3 2025
FTTH Churn Rate	1.46	Q3 2025
Mobile Postpaid ARPU	R$ 31.5	Record for Q3 2025
Digital B2B Revenue Growth	34.2%	Year-over-year
Vivo App Recurring Users	28.6 million	September 2025

The success of Vivo Total is clear; it dilutes ARPU slightly due to discounts, but the trade-off is a significant reduction in customer attrition. If onboarding takes 14+ days, churn risk rises.

Telefônica Brasil S.A. (VIV) - Canvas Business Model: Channels

You're looking at how Telefônica Brasil S.A. gets its services and devices into the hands of customers as of late 2025. It's a multi-pronged approach, blending physical presence with heavy digital and wholesale infrastructure plays. The data from the third quarter of 2025 shows where the action is.

Physical Vivo retail stores for device sales and in-person service

The physical footprint remains crucial, especially for driving adoption of high-value bundles. While the exact count of physical Vivo retail stores isn't explicitly published in the latest reports, their importance is clear in the conversion of fiber sales. For instance, nearly 85% of Fiber-to-the-Home (FTTH) sales within these stores are completed through the Vivo Total convergent bundle. This indicates that the physical channel is heavily leveraged for upselling and bundling services rather than just basic transactions. Telefônica Brasil S.A. supports this network with a substantial direct workforce of 36 thousand employees, plus 96 thousand allies (service providers and contractors) as of March 2025.

Direct sales force targeting B2B and corporate clients

The direct sales force is clearly focused on capturing the high-growth B2B space, which is showing impressive acceleration. Total B2B revenues increased by 15.0% year-over-year, reaching R$13.16 billion in the period leading up to Q3 2025. More specifically, the push into digital solutions via this channel is significant: B2B digital services, covering cloud, IoT, and cybersecurity, surged by 34.2%. These digital B2B revenues hit R$5.06 billion, making up 11.7% of total company revenue over the last twelve months. A concrete example of this channel's success is the strategic deal with Sabesp, involving the deployment of 4.4 million smart water meters.

Digital platforms (website, app) for sales, top-ups, and service management

Digital platforms are the backbone for managing the massive customer base, which stood at approximately 103 million mobile connections in Q3 2025. The digital ecosystem supports sales, self-service, and recurring revenue streams like top-ups. The overall fixed services revenue saw a strong 9.6% increase, partly supported by digital adoption. The company's overall Q3 2025 revenue was R$14.95 billion, and digital channels help maintain the low 0.98% churn rate seen in the postpaid mobile segment by enabling easy service management.

Wholesale fiber network access via FiBrasil for other ISPs

This channel represents a strategic move to monetize infrastructure assets and support broader market penetration. Telefônica Brasil S.A. holds a 75% stake in FiBrasil, a neutral FTTH open access platform, after acquiring a larger share for R$850 million. The fiber network footprint passed 30.5 million homes nationwide as of Q3 2025, with 7.6 million homes connected via FTTH. As of 2024, FiBrasil was already serving over 4 million customers, enabling other ISPs to rent space on the lines. This infrastructure play is expected to improve network penetration nationally.

Call centers and social media for customer support

Customer support relies on traditional and digital interaction points. Call centers handle high-volume inquiries and service escalations for the 102.9 million mobile accesses and millions of fixed line customers. Social media channels are used for proactive communication and handling less complex service requests, helping to manage customer experience alongside the digital self-service options. The focus on high-value postpaid customers, who represent 68% of the mobile base, means support quality in these channels directly impacts the Average Revenue Per User (ARPU), which hit a record R$31.5 in Q3 2025.

Channel Component	Key Metric (Late 2025 Data)	Value/Amount
Total Mobile Accesses	Total Connections	102.9 million
Physical Stores (Inferred Focus)	Vivo Total Adoption in Store Sales	~85% of FTTH sales
Direct Sales (B2B Digital)	B2B Digital Services Revenue (Q3 2025)	R$5.06 billion
Direct Sales (B2B Growth)	Year-over-Year B2B Digital Services Growth	34.2%
Wholesale (FiBrasil)	Homes Passed by Fiber Infrastructure	30.5 million
Wholesale (FiBrasil)	FTTH Connected Homes	7.6 million
Digital/Self-Service	Postpaid Mobile Customer Base Share	68% of total mobile
Support Channels	Postpaid Mobile Churn Rate (Q3 2025)	0.98%

You'll want to track the take-up ratio for the fiber footprint, which stood at 24.9%, as that shows the immediate conversion potential from the wholesale and direct sales efforts on the ground. Finance: draft 13-week cash view by Friday.

Telefônica Brasil S.A. (VIV) - Canvas Business Model: Customer Segments

You're looking at the core customer groups Telefônica Brasil S.A. (VIV), operating as Vivo, serves as of late 2025. This is where the revenue engine is running, focused heavily on high-value, data-centric relationships.

High-Value Postpaid Mobile Subscribers represent the premium end of the mobile base. These customers are the primary driver of mobile service revenue growth, which was up 8% in the third quarter of 2025 year-over-year, while prepaid revenue declined 7.6% in the same period. Postpaid accesses grew 7.3% year-over-year, reaching approximately 50 million customers in Q3 2025. This segment now comprises a dominant 68% of the total mobile customer base, which stood at approximately 103 million connections overall in Q3 2025.

Residential Households demanding high-speed FTTH are central to the fixed-line strategy, which saw fixed services revenue jump 9.6% in Q3 2025. The number of connected homes via Fiber-to-the-Home (FTTH) reached 7.6 million, marking a 12.7% increase year-over-year. The total fiber footprint passed 30.5 million homes nationwide by Q3 2025.

The focus on convergence is clear, as the flagship Vivo Total convergent offer saw a 52.7% increase year-over-year, with nearly 62% of all fiber access subscribers now on this bundle.

Corporate and SME clients for B2B digital services (Cloud, IoT) are a significant growth vector. This segment is increasingly driven by digital offerings, which are key to portfolio diversification. B2B revenues reached R$13.2 billion over the last 12 months, a 15% year-over-year increase. Digital B2B, which includes Cloud and IoT, grew an impressive 34.2% in Q3 2025, accounting for 8.6% of total revenues.

Prepaid Mobile Users are a segment Telefônica Brasil S.A. (VIV) is actively managing through migration. While still a base, the financial focus is on moving these users to higher-value postpaid or hybrid plans, evidenced by the 7.6% year-over-year decline in prepaid service revenue in Q3 2025.

Other telecom operators utilizing the FiBrasil wholesale network represents the infrastructure monetization play. Telefônica Brasil S.A. (VIV) increased its stake in FiBrasil to 75.01% in July 2025. FiBrasil operates as a neutral, independent wholesale fiber network, which allows other operators to utilize the infrastructure.

Here's a quick breakdown of the key customer-related metrics from the Q3 2025 reporting period:

Customer Segment Metric	Value/Amount	Period/Context
Total Mobile Accesses	Approximately 103 million	Q3 2025
Postpaid Accesses Share	68%	Q3 2025
Postpaid Accesses (Absolute)	Approximately 50 million	Q3 2025
FTTH Connected Homes	7.6 million	Q3 2025
FTTH Homes Passed Footprint	30.5 million	Q3 2025
Digital B2B Revenue Share	8.6%	Q3 2025
Digital B2B Growth (YoY)	34.2%	Q3 2025

The success in these segments is reflected in the overall financial health; total revenues grew 6.5% year-over-year to R$14.9 billion in Q3 2025, and EBITDA margin expanded to 43.4%.

You can see the focus on quality over volume in the mobile base:

• Postpaid Access Growth (YoY): 7.3%
• Prepaid Service Revenue Change (YoY): minus 7.6%
• Postpaid Churn: 0.98%
• Mobile ARPU (Average Revenue Per User): Record R$31.5

Also, the residential segment is heavily leaning into bundles:

• Vivo Total Adoption Growth (YoY): 52.7%
• Fiber Sales in Stores via Vivo Total: Nearly 85%
• Fiber Take-Up Ratio: 24.9%

Finance: draft 13-week cash view by Friday.

Telefônica Brasil S.A. (VIV) - Canvas Business Model: Cost Structure

You're looking at the major drains on Telefônica Brasil S.A. (VIV)'s cash flow to understand where the money goes before it hits the bottom line. The cost structure here is heavily weighted toward infrastructure investment and keeping that massive network running across Brazil.

The most significant outlay is the High capital expenditure (CapEx) on network expansion, which totaled R$6.9 billion in 9M 2025. This shows a clear commitment to future capacity, primarily focused on fiber rollout, as over 90% of fiber CapEx is focused on connecting homes, accelerating network monetization.

Operating costs are also substantial, especially as service costs rise due to the expansion of digital offerings. For instance, in Q3 2025, total costs reached R$8.5 billion for the quarter, up 4.6% year-over-year, growing below the period's inflation. The cost of services and goods sold in Q3 2025 rose 9%, mainly driven by service costs increasing 15.7%, reflecting the accelerated growth of digital solutions, especially in the B2B segment.

Here's a quick look at how some of the main cost lines moved recently:

Cost Component	Latest Reported Period	Value/Change
Capital Expenditure (CapEx)	9M 2025	R$6.9 billion
Total Costs	Q3 2025	R$8.5 billion
Cost of Service and Goods Sold Growth	Q3 2025 YoY	9% increase
Service Costs Growth (Component of COGS)	Q2 2025 YoY	15.7% increase
Operating Cost Growth	Q3 2025 YoY	2.6% growth
Personnel Expenses Growth	Q3 2025 YoY	3.2% increase

You'll notice that while the company is growing its digital B2B segment-with digital B2B revenue up 31.3% in H1 2025-this drives up service costs. The costs for acquiring and maintaining spectrum licenses (5G) are embedded within the overall CapEx and network operating costs, though specific standalone figures aren't broken out in the latest public summaries. Similarly, content and digital service platform licensing fees are part of the rising service costs, evidenced by video and music OTT revenues growing 19.9% year-over-year in the last twelve months, which implies higher associated licensing expenses.

The management of the workforce is a key cost consideration. Personnel expenses increased by 3.2% in Q3 2025, primarily due to salary adjustments, which they partially offset with more efficient benefit program management. In Q2 2025, personnel expenses rose 8.8%, influenced by annual weight adjustments and a higher headcount in areas like digital, IT, and new businesses. The company is actively working on efficiency gains, such as reducing unitary tower costs and leveraging digitalization to keep the growth in the largest cost line, commercial and infrastructure, in check, which grew only 3.5% year-over-year in Q2 2025.

Here are the key cost drivers you should track:

• Network Operation and Maintenance: Operating cost growth was kept low at 2.6% in Q3 2025, showing efficiency gains in running the existing fiber and mobile tower infrastructure.
• Personnel Costs: Driven by strategic hiring in high-growth digital areas, leading to an 8.8% rise in Q2 2025.
• Service Costs: The 15.7% spike in Q2 2025 service costs is a direct reflection of scaling up digital solutions for B2B customers.
• Spectrum and Licensing: These are bundled into CapEx and rising service costs, but the growth in digital services revenue (up 15.3% in 12 months) suggests increasing associated licensing spend.

The company's focus on cost discipline is clear, as total costs grew slower than net revenue in Q2 2025, helping the EBITDA margin expand to 40.5%. Still, managing the high fixed costs of a nationwide network in a capital-intensive sector requires constant vigilance.

Telefônica Brasil S.A. (VIV) - Canvas Business Model: Revenue Streams

You're looking at the core ways Telefônica Brasil S.A. (VIV) brings in money as of late 2025. It's a story of shifting from legacy to digital, with a clear focus on higher-value contracts.

Mobile Service Revenue remains a bedrock, with postpaid growth being the primary driver pushing the segment forward. The focus here is definitely on locking in customers with longer-term commitments rather than chasing volume on prepaid.

Fixed Service Revenue shows strong momentum, particularly from Fiber-to-the-Home (FTTH) connections, which saw revenue growth up 9.6% in Q3 2025. This infrastructure build-out is paying off in recurring monthly revenue.

The growth engine in the enterprise space is Digital B2B Services, covering Cloud, IoT, and Cybersecurity. Revenue in this area surged, with digital B2B up 34.2% in Q3 2025, showing strong adoption of their managed services portfolio.

New Businesses, which include Health, Financial, and Entertainment offerings, are becoming a meaningful part of the mix, representing 11.2% of total revenue over the last twelve months ending June 30, 2025. This diversification helps stabilize the overall revenue base.

For the twelve months ending June 30, 2025, the Total revenue for Telefônica Brasil S.A. (VIV) was approximately $10.039 billion USD.

Here's a quick look at the components driving that total revenue based on the latest reported quarter (Q3 2025):

Revenue Stream Component	Q3 2025 YoY Growth Rate	Q3 2025 Revenue (BRL)	Key Metric Detail
Total Revenue	6.5%	R$14.95 billion	LTM Revenue (June 30, 2025): $10.039 billion USD
Mobile Service Revenue	5.5%	R$9.7 billion	Postpaid Revenue Growth: 8.0%
Fixed Service Revenue	9.6%	R$4.4 billion	FTTH Revenue Growth: 10.6%
Digital B2B Services (Data, ICT)	22.8% to 34.2%	R$1.0 billion (Data/ICT)	Digital B2B Growth (Q2 2025): 31.3%
New Businesses (LTM % of Total)	N/A	N/A	LTM % of Total Revenue (Q3 2025): 11.7%

You can see the shift in focus when you break down the performance drivers:

• Postpaid mobile accesses reached nearly 50 million, comprising 68% of the total mobile base.
• Postpaid churn remained low at 0.98%, showing customer stickiness.
• Mobile ARPU (average revenue per user) increased by 3.9% to R$31.5.
• FTTH accesses grew 12.7% year-over-year, reaching 7.6 million connected homes.
• The Vivo Total convergent bundle adoption was responsible for 85.1% of new fiber additions in stores.
• Health services (Vale Saúde Sempre) subscriptions grew 27% year-over-year to around 450,000.

Finance: draft 13-week cash view by Friday.