Telefónica to rebrand Brazilian business

DetailsJuan Fernandez Gonzalez | 15 June 2015

After his first months as the new president and CEO of Telefónica Brazil, following its acquisition of GVT, Amos Genish has announced that the company will get rid of the GVT brand and integrate all services, including pay-TV, into a new and much larger Telefónica Vivo.

Genish, who headed GVT until its acquisition, told Brazilian magazine Exame that his immediate goal is to complete the merger and increase profit margins from the current 29% to 35%.

"There was a discussion about branding; some executives wanted to hire consultancy firms to analyse whether it was necessary to keep GVT, but I said it wasn't - GVT doesn't exist anymore," said Genish.

The integration of GVT within Telefónica - making the latter the leading digital telco in the country with over 100 million accesses - will also transform Vivo into the third largest pay-TV provider in the country with nearly two million subs.

To lead such an operation in one of the most important Latin American markets, Genish has implemented a new business strategy involving over 1,000 people. "We have a detailed plan now ... From July, every unit will have new budgets and goals, from sales to the call centre," he said.