Light Reading

Telefónica: Tu Me Has Got To Go

Sarah Reedy
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
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 Light Reedy
After years of sitting on the sidelines, Microsoft has pledged to support WebRTC -- formerly thought of as a Skype competitor -- in Internet Explorer.
Despite the launch of its new Passport smartphone, BlackBerry needs to embrace a future that's in M2M, messaging and enterprise services.
Vodafone's Dr. Alan Law talks to Light Reading about virtualization, backhaul, SON and more after being appointed chairman of the Small Cell Forum.
Wireless operators are jumping on the mobile music bandwagon, a move that sounds good for many reasons.
The worlds of tennis, fashion and wearables collide as Ralph Lauren and OMsignal turn a polo into a sensor to track your every movement.
Flash Poll
From The Founder
It's clear to me that the communications industry is divided into two types of people, and only one is living in the real world.
LRTV Huawei Video Resource Center
Interview With Rick Talbot, Principal Analyst, Current Analysis

10|31|14   |   2:12   |   (0) comments


At the NFV Open Cloud Forum 2014, Rick Talbot shared his positive feedback about the holistic and open approach that Huawei adopts for SDN and NFV. He also found the open sharing at the event valuable as it features different perspectives from Huawei experts, telecom operators, industry analysts as well as security experts.
LRTV Huawei Video Resource Center
Interview With David Snow, Principal Analyst, Current Analysis

10|31|14   |   2:24   |   (0) comments


David Snow talked about his understanding of Huawei and its SoftCOM strategy at the NFV Open Cloud Forum 2014, saying that Huawei's wide approach combining IT and CT expertise, introducing big data and analytics into solutions and contributing to the OpenStack community particularly resonate with him and make the company stand out in the industry.
LRTV Huawei Video Resource Center
Interview With Roz Roseboro, Senior Analyst, Heavy Reading

10|31|14   |   3:13   |   (0) comments


Roz Roseboro commented on Huawei's data center capabilities and NFV solutions at the NFV Open Cloud Forum 2014, saying that in addition to covering all three key domains of compute, storage and networking, the company also emphasizes the importance of management capabilities and professional services, which are essential in making NFV a reality.
LRTV Huawei Video Resource Center
Interview With Michael Howard, Co-founder & Principal Analyst, Infonetics Research

10|31|14   |   5:25   |   (0) comments


Michael Howard talked about SDN, NFV, and OpenStack adoption at Huawei's NFV Open Cloud Forum 2014. Particularly, he pointed out that Virtual Enterprise CPE is the top NFV use case that operators plan to invest in over 2014 and 2015 to deliver new enterprise services through virtualized functions.
LRTV Huawei Video Resource Center
Interview With Jerry Caron, Senior Vice President, Current Analysis

10|31|14   |   3:11   |   (0) comments


At Huawei's NFV Open Cloud Forum 2014, Jerry Caron from Current Analysis said that orchestration and management are key to realizing SDN and NFV for global carriers, and the approach that Huawei is taking, with its FusionSphere Cloud OS at the core, is in the right direction to address the challenges.
LRTV Documentaries
Broadband Battles

10|31|14   |   01:39   |   (0) comments


This year's Broadband World Forum featured a number of show floor battles focused on access gear, components and coffee.
Jonestown
Mobile Backhaul: Going to the Dark Side?

10|30|14   |   2:26   |   (1) comment


Heavy Reading's Patrick Donegan shares his view on a dark trend that bubbled up at Light Reading's annual backhaul conference in NYC.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview With CEO of SwitchCom

10|30|14   |   4:13   |   (0) comments


SwitchCom, an IT company based in Angola, recommends a variety of Huawei solutions and hardware to their customers in the energy industry.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview With Ethiopia's Ministry of Water Irrigation & Energy

10|30|14   |   4:08   |   (0) comments


Gosaye Mengistie of Ethiopia's Ministry of Water Irrigation & Energy discusses the collaboration with Huawei in that country.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview with Dongfang Electronics Corporation

10|30|14   |   5:46   |   (0) comments


Dongfang Electronics Corporation, headquartered in Chengdu, China, is one of China's largest manufacturers of power generators and contractors of power station projects.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview with Zimbabwe's Customers

10|30|14   |   3:31   |   (0) comments


Representatives of Zimbabwe's Ministry of Power and Development discuss the energy needs of their country as well as new areas of improvement due to enhanced ICT capabilities.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview With Colbún Chile

10|30|14   |   4:29   |   (0) comments


In Chile, an aging energy infrastructure was in dire need of a modern update. Claudio Valenzuela of Colbún discusses how Huawei's ICT solutions continue to provide crucial information to improve the grid and how an in-country engineer is a cricial asset.
Upcoming Live Events
November 6, 2014, Santa Clara
November 11, 2014, Atlanta, GA
December 2, 2014, New York City
December 3, 2014, New York City
December 9-10, 2014, Reykjavik, Iceland
February 10, 2015, Atlanta, GA
May 6, 2015, McCormick Convention Center, Chicago, IL
May 30, 2015, The Westin Peachtree, Atlanta, GA
June 9-10, 2015, Chicago, IL
Infographics
WhoIsHostingThis.com presents six of the world's most extreme WiFi hotspots, enabling the most epic selfies you can imagine.
Hot Topics
Microsoft's Skype Embraces WebRTC on IE
Sarah Reedy, Senior Editor, 10/27/2014
FTC Slaps AT&T With Throttling Lawsuit
Sarah Reedy, Senior Editor, 10/28/2014
Wheeler Gets Down With OTT
Mari Silbey, Independent Technology Editor, 10/29/2014
China's MVNOs Hit the Wall
Robert Clark, 10/27/2014
Let's Not Kill SDN & NFV With Silos
Francois Locoh-Donou, Senior VP, Global Products Group, Ciena, 10/28/2014
Like Us on Facebook
Twitter Feed