Light Reading

Telefónica: Tu Me Has Got To Go

Sarah Thomas
8/7/2013
50%
50%

Telefónica's Digital division is pulling the plug on its over-the-top voice and SMS service, Tu Me, instead focusing all its efforts on its cross-platform communications app, Tu Go.

The operator confirmed Tu Me's shuttering on Wednesday and let its users know service would end on Sept. 8. This time last year, Telefónica reported having more than 600,000 active users for the service.

Jamie Finn, who leads Telefónica's OTT efforts, says it's abandoning the service in order to really focus on Tu Go, its newer app that lets users send texts or make voice or video calls from any device, including their tablet or PC.

"We are doubling down on Tu Go since it only makes sense to focus on what is working and our customers are asking for every day," Finn writes in an email to Light Reading, adding that it had to prioritize Tu Go "based on the operator's not unlimited engineering resources."

The logic makes sense as Tu Go has been successful for the operator and extends its core communications services rather than offers an alternative to them. It's been a way for Telefónica to keep customers loyal by increasing the value of their service. (See Et Tu, Telefónica?)

There is, however, another very clear reason Tu Me is getting the boot. Most mobile users are already well entrenched in their communications app of choice. If they aren't using traditional voice and SMS, they have a favorite OTT app. Just today, WhatsApp revealed it has hit 300 million monthly active users, sending 11 billion messages and receiving 20 billion messages per day. Luring those users back to an operator-offered service was never going to be easy, even if it's free.

Tu Go fills an actual need in the marketplace, however. As I've mentioned before, divorcing the device from the communications service makes a lot of sense. As with email, when it syncs across all screens, it is markedly easier to use. There's no service cannibalization risk and no alternative app that's going to be easier than a native one. (See Texting & The Phone Get Divorced .)

It is disappointing to see Tu Me shut down. We've often praised Telefónica as an operator that seems to "get it" when it comes to OTT in the past. But I do think it was the right move. And I'd add that it does support Telefónica Digital's mantra of exploring new services, seeing what sticks and ditching what doesn't -- acting like a startup, basically. As Finn says, they learned a lot from Tu Me that will now help with Tu Go, so it wasn't a failure. It's a smart business strategy and, for Telefónica, this appears to be the right decision.

— Sarah Reedy, Senior Editor, Light Reading

(3)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
mendyk
50%
50%
mendyk,
User Rank: Light Sabre
8/9/2013 | 1:32:32 PM
re: Telefónica: Tu Me Has Got To Go
I'm sure the users who have the plug pulled on them are thrilled with the audacity.
Ray Le Maistre
50%
50%
Ray Le Maistre,
User Rank: Light Sabre
8/8/2013 | 9:36:22 AM
re: Telefónica: Tu Me Has Got To Go
And WhatsApp has just added a voice messaging service too....

http://blog.whatsapp.com/index...
Ray Le Maistre
50%
50%
Ray Le Maistre,
User Rank: Light Sabre
8/8/2013 | 9:25:21 AM
re: Telefónica: Tu Me Has Got To Go
You've got to hand it to Telefonica -- as pointed out in this blog, to launch a service, attract a user base and then pull the plug about a year later to focus on something else that is working better goes totally against the normal behaviour patterns of a telco. Does that count as a cultural success for Telefonica Digital?
More Blogs from Que Sera Sarah
P3's study of VoLTE in the DC area shows it delivers high-quality, crisp calling, but a lot of stars still have to align to be able to use it.
And Light Reading wants to help! We're proud to partner with Intel to identify and profile female and minority-led communications startups competing for the funding.
Chicago CIO and Women in Tech at BTE keynoter Brenna Berman explains why we need more women and minorities in the tech industry.
Support charity. Defeat Communism.
Marcelo Claure had some bold claims to share at the Recode conference, including that its network would be ranked No. 1 or No. 2 in every single market in the next 18 to 24 months.
Flash Poll
From The Founder
Network architects aiming to upgrade their networks to support agile, open, virtualized services in the 21st century need to consider new criteria when choosing between technology suppliers.
Live Streaming Video
BTE 2015 Sponsor Keynote: HP
Dr. Prodip Sen, CTO, Network Functions Virtualization, HP
LRTV Documentaries
IoT in Action

6|30|15   |   1:39   |   (5) comments


Two co-workers discuss the benefits of IoT technology.
LRTV Interviews
Ericsson Opens Up on OPNFV

6|30|15   |   14:16   |   (0) comments


Martin Bäckström, VP and head of industry area Datacom at Ericsson, talks to Light Reading founder and CEO Steve Saunders about the emergence of OPNFV, the importance of standards and Ericsson's OPNFV plans.
LRTV Custom TV
NetNumber Founder Discusses NFV/SDN Impact on SP Networks

6|26|15   |   4:15   |   (0) comments


NetNumber Founder Doug Ranalli examines why SPs need a new network infrastructure for service agility. While NFV and SDN are the tools, the old ways of thinking about signaling control are inhibitors. Doug provides his recommendations.
LRTV Custom TV
Orchestrating NFV vCPE Services Across Multivendor Networks

6|26|15   |   5:46   |   (0) comments


Nirav Modi provides an overview of vCPE, the fastest-growing NFV use case, showing how Cyan's Blue Planet orchestrates vCPE services across a multivendor infrastructure to rapidly deliver new managed services for business customers.
LRTV Custom TV
ZTE at LTE Summit Amsterdam 2015

6|26|15   |     |   (0) comments


As one of the leading global telecommunications providers, ZTE presented its cutting-edge technology at LTE World Summit 2015 in Amsterdam. On display at ZTE's booth were the latest R&D achievements in wireless, 5G development, HetNet, deep convergence of FDD and TDD, and RCS/IMD/iSDN/vCN.
LRTV Documentaries
OPNFV Director Opens Up on Women in Tech

6|25|15   |   3:25   |   (0) comments


Heather Kirksey, the director of the OPNFV, gets real about the gender disparity in open source and standards and discusses how we can change both the conversation and the gender dynamics.
LRTV Custom TV
Symantec's Service Provider Security Strategy

6|24|15   |   7:06   |   (0) comments


Didi Dayton explores Symantec's emerging enterprise security strategies for service providers. Highlights include 'killing the password,' self-defense, advanced analytics and adaptive response in a service provider architecture.
Between the CEOs
Debating Network Evolution With Cisco's Cedrik Neike

6|23|15   |   12:54   |   (2) comments


Cedrik Neike, SVP of Global Service Provider, Service Delivery, at Cisco, talks to Light Reading founder and CEO Steve Saunders about solving service provider customer problems in a virtualized, DevOps world, including multivendor support and the future of network procurement.
LRTV Documentaries
Vodafone: What's Good for Moms Is Good for Business

6|23|15   |   3:04   |   (3) comments


Megan Doberneck, the general counsel for Vodafone Americas, discusses her company's progressive maternity policy, explains why promoting women in tech is good business and offers some some good advice for any women in the industry.
LRTV Interviews
NFV: Ready for Prime Time

6|23|15   |   05:09   |   (1) comment


At BTE 2015, Vip mobile CTO Dejan Kastelic talks about how NFV is ready for the real world and how Telekom Austria is introducing centralized resources for its group operations.
LRTV Documentaries
Tykes Talk Tech

6|22|15   |   02:30   |   (9) comments


What does optical fiber look like? When will 5G arrive? What's the WiFi password at Ikea? Light Reading sat down with three 8-year-olds to answer some of the communications industry's most burning questions...
LRTV Huawei Video Resource Center
Huawei Partners With TDC for World's First Early DOCSIS 3.1 Field Test

6|22|15   |   3:06   |   (0) comments


In a move to enhance user experience, Denmark's TDC aims to become an early adopter of DOCSIS 3.1. In partnership with Huawei, TDC recently ran the world's first field tests on its coax network that reached speeds nearing 1 Gbit/s.
Upcoming Live Events
September 16-17, 2015, The Westin Galleria Dallas, Dallas, TX
September 29-30, 2015, The Westin Grand Müchen, Munich, Germany
October 6, 2015, The Westin Peachtree Plaza, Atlanta, GA
October 6, 2015, Westin Peachtree Plaza, Atlanta, GA
October 14-15, 2015, New Orleans Ernest N. Morial Convention Center, New Orleans, LA
All Upcoming Live Events
Infographics
Hot Topics
Staying Productive With My Office-in-a-Bag
Mitch Wagner, West Coast Bureau Chief, Light Reading, 6/25/2015
Who's Feeding Fiber to LinkNYC Hotspots?
Mari Silbey, Senior Editor, Cable/Video, 6/29/2015
What's in Your Office-in-a-Bag?
Mitch Wagner, West Coast Bureau Chief, Light Reading, 6/26/2015
Eurobites: Activist Investor Takes Stake in AlcaLu
Paul Rainford, Assistant Editor, Europe, 6/30/2015
Like Us on Facebook
Twitter Feed
Webinar Archive
BETWEEN THE CEOs - Executive Interviews
Casa Systems has been going from strength to strength over the last couple of years. In 2013, it became the first vendor to ship an integrated CCAP device -- the ...
Cedrik Neike, SVP of Global Service Provider, Service Delivery, at Cisco, talks to Light Reading founder and CEO Steve Saunders about solving service provider customer problems in a virtualized, DevOps world, including multivendor support and the future of network procurement.
Cats with Phones