Telefônica Brasil S.A. (VIV): Business Model Canvas [Jan-2025 Mis à jour]

Dans le paysage dynamique des télécommunications brésiliennes, Telefônica Brasil S.A. (VIV) apparaît comme une centrale de connectivité numérique, naviguant stratégiquement dans l'écosystème complexe des services mobiles et à ligne fixe. Avec un modèle commercial robuste qui mélange de manière transparente l'innovation technologique, des solutions clients complètes et des partenariats stratégiques, la société s'est positionnée comme une force transformatrice sur le marché numérique en évolution rapide du Brésil. De l'infrastructure de réseau de pointe aux expériences numériques personnalisées, le canevas du modèle commercial de Telefônica Brasil révèle une approche sophistiquée pour fournir de la valeur à travers divers segments de clients, promettant une exploration complexe de la façon dont ce géant les plus vibrants du monde continue de remodeler la communication et la connectivité dans l'un des plus vibrants du monde vibrant du monde au monde vibrant du monde au monde vibrant du monde au monde vibrant du monde vibrant du monde au monde vibrant du monde au monde vibrant du monde vibrant du monde au monde vibrant du monde vibrant au monde vibrant du monde vibrant au monde vibrant du monde vibrant vibrant du monde vibrant vibrant du monde entier. marchés.

Telefônica Brasil S.A. (VIV) - Modèle commercial: partenariats clés

Alliance stratégique avec les principaux fournisseurs d'infrastructures de technologie et de réseau

Telefônica Brasil maintient des partenariats stratégiques avec les fournisseurs d'infrastructures de réseau suivants:

Partenaire	Détails du partenariat	Année établie
Éricson	Déploiement d'infrastructure réseau 5G	2019
Nokia	Équipement réseau et solutions technologiques	2017
Huawei	Équipement de télécommunications	2015

Partenariats avec les fabricants de smartphones et les fournisseurs d'appareils

Les collaborations de partenariat clés de l'appareil comprennent:

• Samsung Electronics - Distribution des appareils et accords de co-marketing
• Apple Inc. - Ventes et distribution d'iPhone
• Motorola Solutions - Intégration du portefeuille de smartphones
• Xiaomi Corporation - Expansion de l'écosystème de l'appareil

Collaboration avec le contenu et les fournisseurs de services de streaming

Partenaire de contenu	Type de service	Abonné à portée de main
Netflix	Intégration de streaming vidéo	1,2 million d'abonnés conjoints
Disney +	Regroupement de contenu	800 000 abonnés combinés
Vidéo Amazon Prime	Partenariat de la plate-forme de streaming	650 000 utilisateurs intégrés

Partenariats avec les sociétés de technologie financière pour les services numériques

Collaborations de services financiers numériques:

• Nubank - Intégration de paiement mobile
• Pagseguro - Solutions de paiement numérique
• Stone Pagamentos - Services de technologie financière

Coopération avec les fournisseurs de solutions de cloud computing et d'entreprise

Fournisseur de cloud	Offre de services	Clients de l'entreprise
Microsoft Azure	Services d'infrastructure cloud	3 500 clients d'entreprise
Services Web Amazon	Solutions de cloud computing	2 800 clients d'entreprise
Google Cloud Platform	Services cloud d'entreprise	2 200 clients d'entreprise

Telefônica Brasil S.A. (VIV) - Modèle d'entreprise: Activités clés

Opérations de réseau de télécommunications mobiles et fixe et fixe

Telefônica Brasil exploite un réseau de télécommunications complet avec les mesures clés suivantes:

Métrique du réseau	Valeur
Couverture du réseau mobile	Couverture 4G dans 3 570 municipalités
Abonnés mobiles totaux	93,8 millions au troisième trimestre 2023
Connexions à large bande fixe	20,1 millions de connexions actives
Lignes téléphoniques fixes	8,5 millions de lignes

Développement et innovation du service numérique

Zones clés de la mise au point de l'innovation:

• Extension du réseau 5G
• IoT et Smart Connectivity Solutions
• Amélioration de la plate-forme numérique
• Développement des services cloud

Service client et gestion du support

Infrastructure de support client:

Canal de support	Métrique
Canaux de support numériques	35 millions d'interactions numériques mensuelles
Centres de service à la clientèle	12 centres de contact primaires
Temps de réponse moyen	Moins de 24 heures

Maintenance et expansion des infrastructures réseau

Détails de l'investissement des infrastructures:

• Investissement annuel du réseau: 5,2 milliards de dollars R (2023)
• Déploiement du réseau 5G dans 87 villes
• Extension du réseau de fibre optique: 24,3 millions de maisons sont passées

Stratégies de marketing et d'acquisition des clients

Métrique marketing	Valeur
Dépenses de marketing annuelles	1,8 milliard de R
Attribution du marketing numérique	48% du budget marketing total
Coût d'acquisition des clients	85 R $ par nouvel abonné

Telefônica Brasil S.A. (VIV) - Modèle commercial: Ressources clés

INFRASTRUCTURES DE TÉLÉCOMMUNICATIONS ENFÉRIEUR

Depuis 2024, Telefônica Brasil S.A. détient les licences de spectre suivantes:

Bande de fréquence	Gamme de spectre (MHz)	Couverture
700 MHz	698-806	National
2,3 GHz	2300-2400	National
2,5 GHz	2500-2690	National

Plates-formes technologiques avancées et solutions numériques

L'infrastructure technologique clé comprend:

• Infrastructure réseau 5G déployée dans 138 villes
• Plates-formes de cloud computing
• Solutions de connectivité IoT
• Plateformes technologiques de cybersécurité

L'expertise de main-d'œuvre qualifiée et technique

Composition de la main-d'œuvre en 2024:

Catégorie des employés	Nombre d'employés
Total de main-d'œuvre	19,872
Personnel technique	8,345
R&D Professionals	1,256

Grande réputation de marque

Métriques d'évaluation de la marque:

• Valeur de la marque: 8,7 milliards de dollars r
• Part de marché dans les télécommunications brésiliennes: 33,5%
• Base de clients: 96,4 millions d'abonnés mobiles

Capital financier substantiel

Ressources financières à partir de 2024:

Métrique financière	Montant (R $)
Actif total	76,3 milliards
Dépenses en capital annuelles	12,6 milliards
Equivalents en espèces et en espèces	5,9 milliards

Telefônica Brasil S.A. (VIV) - Modèle d'entreprise: propositions de valeur

Services de télécommunications mobiles et fixes complets

En 2024, Telefônica Brasil opère avec 96,4 millions de clients mobiles et 19,8 millions de connexions à large bande fixe. Le chiffre d'affaires total de la société a atteint 44,2 milliards de rands au cours du dernier exercice.

Catégorie de service	Clientèle	Part de marché
Services mobiles	96,4 millions	34.2%
Haut débit fixe	19,8 millions	27.5%
Téléphone fixe	13,6 millions	22.1%

Couverture réseau de haute qualité à travers le Brésil

Telefônica Brasil maintient une infrastructure de réseau couvrant 4 296 municipalités avec une technologie 4G et 1 608 municipalités avec une technologie 5G.

• Couverture 4G: 92,3% du territoire brésilien
• Couverture 5G: 38,7% des zones urbaines
• Investissement du réseau: 6,3 milliards de dollars en 2023

Solutions numériques innovantes pour les consommateurs et les entreprises

Le portefeuille de services numériques comprend des solutions de cloud computing, de cybersécurité et IoT avec un chiffre d'affaires annuel de 2,1 milliards de R $ des services numériques d'entreprise.

Solution numérique	Taux d'adoption d'entreprise	Revenus annuels
Services cloud	42.6%	987 millions de R
Cybersécurité	29.3%	612 millions de R
Solutions IoT	18.7%	501 millions de R

Prix ​​compétitifs et packages de services flexibles

Le prix du plan mobile mensuel moyen varie de 29,90 R $ à 149,90 R, avec diverses combinaisons de données et de services.

Offres de communication et de divertissement intégrées

Vivo Play Streaming Service compte 3,2 millions d'abonnés, générant 456 millions de RS de revenus annuels.

Service de divertissement	Abonnés	Revenus annuels
Jeu vivo	3,2 millions	456 millions de R

Telefônica Brasil S.A. (VIV) - Modèle d'entreprise: relations avec les clients

Plates-formes de support client numérique personnalisées

Telefônica Brasil exploite un écosystème complet de support numérique avec les mesures clés suivantes:

Canal	Interactions mensuelles utilisateur	Temps de résolution moyen
Prise en charge de l'application mobile	3,2 millions	12 minutes
Portail Web en ligne	2,8 millions	15 minutes
Service client WhatsApp	1,5 million	8 minutes

Programmes de fidélité et stratégies de rétention

Performance du programme de fidélisation de la clientèle Vivo:

• Total des clients inscrits: 18,5 millions
• Taux de rétention annuel: 87,3%
• Valeur à vie moyenne du client: 1 24 $ R

Canaux numériques en libre-service et applications mobiles

Statistiques de plate-forme en libre-service numérique:

Fonctionnalité de plate-forme	Utilisateurs actifs mensuels	Transactions effectuées
Paiement de facture	4,6 millions	2,3 millions
Planifier le changement	1,2 million	680,000
Achat de package de données	2,1 millions	1,5 million

Engagement client régulier sur les réseaux sociaux

Métriques d'engagement des médias sociaux:

• Time de réponse Twitter: 22 minutes
• Followers Instagram: 750 000
• Taux d'interaction Facebook: 4,2%

Packages de services personnalisés pour différents segments de clientèle

Distribution du segment de la clientèle:

Segment	Pourcentage	Revenus mensuels moyens par utilisateur
Consommateurs individuels	68%	R 89,50 $
Petite entreprise	22%	R 350,75 $ R
Entreprise	10%	R 1 200,00 R

Telefônica Brasil S.A. (VIV) - Modèle d'entreprise: canaux

Magasins de détail officiels et points de vente physique

En 2024, Telefônica Brasil exploite 672 magasins de détail propriétaires du Brésil. La société maintient un réseau de vente physique complet avec la distribution suivante:

Région	Nombre de magasins	Pourcentage du total
São Paulo	248	36.9%
Rio de Janeiro	126	18.8%
Autres régions	298	44.3%

Site Web en ligne et plateformes numériques

Les canaux numériques de Telefônica Brasil incluent:

• Site Web principal: www.vivo.com.br
• Visiteurs mensuels du site Web: 12,4 millions
• Taux de conversion des ventes en ligne: 3,7%

Application mobile pour la gestion des services

L'application mobile Vivo fournit les fonctionnalités suivantes:

Métrique de l'application	2024 données
Téléchargements totaux	8,6 millions
Utilisateurs actifs mensuels	5,3 millions
Transactions de service	62% des interactions totales du client

Réseaux de revendeurs autorisés

Telefônica Brasil maintient un vaste réseau de revendeur autorisé:

• Total des revendeurs autorisés: 2 845
• Revenu moyen par revendeur: 1,2 million de R $ par an
• Couverture géographique: 94% des municipalités brésiliennes

Telemarketing et équipes de vente directe

Composition et performance de l'équipe de vente:

Canal de vente	Taille de l'équipe	Volume des ventes annuelles
Télémarketing	1 236 représentants	487 millions de R
Ventes directes	892 représentants	612 millions de R

Telefônica Brasil S.A. (VIV) - Modèle d'entreprise: segments de clientèle

Consommateurs de services mobiles et Internet résidentiels

Au quatrième trimestre 2023, Telefônica Brasil dessert 102,4 millions de clients mobiles et 22,8 millions de clients à large bande fixe.

Catégorie client	Total utilisateurs	Part de marché
Clients mobiles	102,4 millions	33.8%
Haut débit fixe	22,8 millions	26.5%

Petites et moyennes entreprises commerciales

Telefônica Brasil cible 1,2 million de petites et moyennes entreprises (PME) à travers le Brésil.

• Revenus annuels du segment des PME: 4,6 milliards de dollars
• Dépenses mensuelles moyennes par PME: 320 R $
• Pénétration du service numérique: 62% des clients PME

GRANDES clients d'entreprise et institutionnels

L'entreprise dessert 12 500 grands clients d'entreprise et institutionnels à l'échelle nationale.

Type de client	Nombre de clients	Valeur du contrat moyen
Grandes entreprises	8,700	1,2 million de R $ / an
Clients institutionnels	3,800	R 850 000 $ / an

Démographique plus averti du numérique

Telefônica Brasil cible 45 millions d'utilisateurs âgés de 18 à 35 ans.

• Pénétration des smartphones: 94% parmi la démographie cible
• Consommation de données mobiles: 12 Go par utilisateur / mois
• Taux d'adoption des services numériques: 78%

Populations du marché urbain et métropolitain

Couverture de service concentrée dans 523 municipalités à travers le Brésil.

Segment de marché	Population couverte	Couverture réseau
Zones métropolitaines	112 millions	Couverture 4G / 5G
Régions urbaines	85 millions	Disponibilité de la fibre optique

Telefônica Brasil S.A. (VIV) - Modèle d'entreprise: Structure des coûts

Maintenance et mises à niveau des infrastructures réseau

En 2022, Telefônica Brasil a investi 5,1 milliards de Reais brésiliennes dans l'infrastructure réseau et les dépenses en capital. Les coûts de mise à niveau du réseau de l'entreprise pour la technologie 5G ont atteint environ 1,2 milliard de reais en 2023.

Catégorie de coûts d'infrastructure	Dépenses annuelles (BRL)
Mises à niveau des équipements de réseau	1,750,000,000
Extension du réseau de fibre optique	890,000,000
Développement des infrastructures 5G	1,200,000,000

Salaires des employés et dépenses opérationnelles

Les dépenses totales du personnel de Telefônica Brasil en 2022 étaient de 4,3 milliards de Reais brésiliens. L'entreprise employait environ 12 500 employés à partir de 2023.

• Salaire annuel moyen par employé: 344 000 BRL
• Total des dépenses annuelles du personnel: 4 300 000 000 BRL
• Coûts opérationnels administratifs: 1 200 000 000 BRL

Investissements de recherche et de développement technologique

La société a alloué 2,1% de ses revenus à la recherche et au développement en 2022, soit à environ 620 millions de Reais brésiliens.

Catégorie d'investissement de R&D	Dépenses (BRL)
Innovation numérique	310,000,000
Infrastructure technologique	210,000,000
IA et apprentissage automatique	100,000,000

Coûts de marketing et d'acquisition des clients

Les dépenses de marketing de Telefônica Brasil en 2022 ont totalisé 980 millions de reais brésiliens, les coûts d'acquisition des clients en moyenne de 150 BRL par nouvel abonné.

Frais de licence de spectre et de conformité réglementaire

En 2022, la société a dépensé environ 1,5 milliard de Reais brésiliennes en licence de spectre et en conformité réglementaire, avec des coûts d'enchères du spectre 5G atteignant 700 millions de reais.

Catégorie de coûts réglementaires	Dépenses (BRL)
Licence de spectre	700,000,000
Conformité réglementaire	350,000,000
Frais de gouvernement	450,000,000

Telefônica Brasil S.A. (VIV) - Modèle d'entreprise: Strots de revenus

Abonnements à service vocal et de données mobiles

En 2022, Telefônica Brasil a rapporté 96,4 millions de clients de services mobiles. Les revenus des services mobiles ont atteint 24,3 milliards de R $ (environ 4,7 milliards de dollars US). Les clients mobiles prépayés représentaient 35,4% de la clientèle totale de clients mobiles.

Segment de service mobile	Revenus (R $ milliards)	Pourcentage de clientèle
Services postpayés	16.2	64.6%
Services prépayés	8.1	35.4%

Services de télécommunications à ligne fixe

Les services de ligne fixe ont généré 6,8 milliards de RS de revenus en 2022. Les clients à large bande fixe totaux ont atteint 10,2 millions.

• Revenu moyen à large bande fixe par utilisateur (ARPU): R 79,50 $ R
• Lignes téléphoniques fixes: 7,3 millions de connexions actives

Contenu numérique et offres de divertissement

Les revenus des services numériques ont totalisé 1,2 milliard de R $ en 2022. Vivo Play Streaming Plateforme a déclaré 3,5 millions d'abonnés.

Solutions de communication d'entreprise et d'entreprise

Les revenus du segment B2B ont atteint 8,5 milliards de rands de rands en 2022. La clientèle d'entreprise comprenait 350 000 clients d'entreprise.

Catégorie de services d'entreprise	Contribution des revenus
Services cloud	1,7 milliard de R
Solutions réseau	2,3 milliards de R
Services de transformation numérique	1,5 milliard de R

Ventes de dispositifs et financement d'équipement

Le chiffre d'affaires des ventes de périphériques s'élevait à 3,6 milliards de rands en 2022. Les ventes de smartphones représentaient 68% du chiffre d'affaires total des appareils.

• Prix ​​de vente moyen du smartphone: 1 200 R $
• Pénétration du financement des appareils: 42% du total des ventes d'appareils

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.