Telefônica Brasil S.A. (VIV): ANSOFF MATRIX ANÁLISE [JAN-2025 Atualizada]

No cenário dinâmico das telecomunicações brasileiras, a Telefônica Brasil S.A. (VIV) está estrategicamente se posicionando para o crescimento transformador em várias dimensões. Ao alavancar uma abordagem abrangente da matriz de Ansoff, a empresa está pronta para revolucionar sua presença no mercado por meio de estratégias inovadoras que abrangem a penetração do mercado, o desenvolvimento, a evolução do produto e a diversificação ousada. Desde a expansão da cobertura da rede em regiões remotas até os serviços digitais pioneiros e a exploração de tecnologias de ponta, a Telefônica Brasil não está apenas se adaptando ao ecossistema de telecomunicações-está remodelando-o ativamente com isso com o Iniciativas estratégicas de 360 ​​graus Essa promessa de redefinir a conectividade e as experiências digitais para consumidores e empresas brasileiras.

Telefônica Brasil S.A. (Viv) - Ansoff Matrix: Penetração de mercado

Expanda ofertas de pacote de banda larga móvel e fibra com preços competitivos

A partir do quarto trimestre de 2022, a Telefônica Brasil registrou 95,3 milhões de usuários móveis e 22,2 milhões de clientes de banda larga. A participação de mercado móvel da empresa no Brasil foi de 33,2%. A receita média por usuário (ARPU) atingiu R $ 28,50 por serviços móveis.

Implementar campanhas de marketing direcionadas para aumentar a lealdade do cliente

A Telefônica Brasil investiu R $ 1,2 bilhão em marketing e vendas em 2022. A taxa de retenção de clientes foi de 84,3%, com uma pontuação líquida do promotor (NPS) de 52.

• Investimento de marketing: R $ 1,2 bilhão
• Taxa de retenção de clientes: 84,3%
• Pontuação do promotor líquido: 52

Desenvolva planos móveis e internet personalizados para diferentes segmentos de consumo

A empresa ofereceu 17 configurações distintas de plano móvel. O segmento pré -pago representou 43,7% do total de usuários móveis, enquanto o segmento pós -pago representou 56,3%.

Aprimore a qualidade do atendimento ao cliente para reduzir a rotatividade e atrair novos assinantes

A taxa de rotatividade de clientes foi de 2,1% mensalmente. A empresa manteve uma equipe de atendimento ao cliente de 8.500 representantes em todo o Brasil.

Introduzir planos móveis pré -pagos e pós -pagos flexíveis com pacotes de dados atraentes

O consumo de dados por usuário móvel teve uma média de 12,5 GB por mês. A cobertura da rede 4G atingiu 95,3% da população brasileira. O preço médio do pacote de dados era de R $ 29,90 por mês.

• Consumo médio mensal de dados: 12,5 GB
• Cobertura da rede 4G: 95,3%
• Preço médio do pacote de dados: R $ 29,90

Telefônica Brasil S.A. (Viv) - Anoff Matrix: Desenvolvimento de Mercado

Expanda a cobertura da rede em regiões rurais e remotas mal atendidas do Brasil

Em 2022, a Telefônica Brasil investiu R $ 6,8 bilhões em expansão de infraestrutura de rede, visando 1.500 municípios com conectividade limitada. A empresa aumentou a cobertura rural em 22% em comparação com o ano anterior.

Alvo emergentes centros urbanos e cidades de médio porte

A Telefônica Brasil identificou 127 cidades de médio porte com potencial para o desenvolvimento de infraestrutura de telecomunicações. A empresa planejava investir R $ 2,3 bilhões nesses centros urbanos durante 2022-2023.

• População média de cidades direcionadas: 150.000-300.000
• Novos assinantes móveis projetados: 480.000
• Aumento da receita esperada: R $ 350 milhões anualmente

Desenvolva parcerias estratégicas com provedores locais de serviços de Internet

Em 2022, a Telefônica Brasil estabeleceu 43 acordos de parceria com provedores locais de serviços de Internet, expandindo o alcance da rede em 86 municípios.

Crie pacotes móveis e internet específicos da região

A Telefônica Brasil lançou 12 pacotes móveis e internet específicos da região em 2022, visando segmentos de mercado exclusivos com preços personalizados.

• Preço médio do pacote: R $ 49,90
• Novo aquisição de assinantes: 215.000
• Receita de pacotes específicos da região: R $ 128 milhões

Invista em infraestrutura 5G para atrair clientes

Em 2022, a Telefônica Brasil investiu R $ 4,5 bilhões em infraestrutura 5G, cobrindo 63 cidades com recursos avançados de rede.

Telefônica Brasil S.A. (Viv) - Ansoff Matrix: Desenvolvimento de Produtos

Lançamento de serviços digitais integrados e plataformas de entretenimento

A Telefônica Brasil investiu R $ 2,4 bilhões em iniciativas de transformação digital em 2022. A empresa registrou 27,6 milhões de usuários digitais em suas plataformas pelo quarto trimestre 2022.

Desenvolva soluções avançadas de segurança cibernética para clientes corporativos e residenciais

As soluções de segurança cibernética geraram R $ 780 milhões em receita para a Telefônica Brasil em 2022. O segmento de mercado de segurança cibernética corporativa cresceu 18,3% ano a ano.

• Pacote corporativo de segurança cibernética a partir de R $ 2.500 por mês
• Pacote residencial de segurança cibernética, preço de R $ 49,90 mensalmente

Crie pacotes de conectividade IoT (Internet of Things).

A Telefônica Brasil conectou 12,4 milhões de dispositivos de IoT em 2022. A receita da IoT atingiu R $ 1,1 bilhão, representando 7,2% da receita total de telecomunicações.

Introduzir ferramentas de atendimento ao cliente e gerenciamento de rede de IA

A implementação da IA ​​reduziu o tempo de resposta do atendimento ao cliente em 42%. A otimização de rede acionada por IA economizou R $ 156 milhões em custos operacionais em 2022.

Desenvolva aplicativos móveis inovadores com recursos aprimorados de experiência digital

O aplicativo móvel Vivo atingiu 15,2 milhões de usuários mensais ativos em 2022. As transações de autoatendimento digital aumentaram 34% através de plataformas móveis.

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

Serviços financeiros digitais e plataformas de pagamento móvel

A Telefônica Brasil investiu R $ 1,2 bilhão em serviços financeiros digitais em 2022. A plataforma de pagamentos VIVO processou 45 milhões de transações no quarto trimestre 2022, com um crescimento de 32% ano a ano.

Computação em nuvem e transformação digital corporativa

A Telefônica Brasil gerou R $ 780 milhões dos serviços em nuvem em 2022. As soluções de transformação digital corporativa aumentaram 42% em comparação com 2021.

• Receita de serviços de infraestrutura em nuvem: R $ 450 milhões
• Receita da Enterprise Digital Solutions: R $ 330 milhões
• Investimento total de transformação digital da empresa: R $ 220 milhões

Tecnologia educacional e conectividade de aprendizado remoto

A Telefônica Brasil apoiou 1.200 instituições educacionais com soluções de conectividade digital em 2022.

Consultoria de Infraestrutura da Cidade Inteligente e Telecomunicações

A Telefônica Brasil implantou soluções Smart City em 18 municípios durante 2022, investindo R $ 150 milhões em projetos de infraestrutura.

• Projetos de cidade inteligente: 18 municípios
• Investimento total de infraestrutura: R $ 150 milhões
• Endpoints de conectividade da IoT: 250.000

Tecnologia da saúde digital e conectividade de telemedicina

A Telefônica Brasil apoiou 350 instalações de saúde com soluções de conectividade de telemedicina em 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.