Telefónica recently launched AURA,a Cognitive Intelligence based platform to provide its customers the possibility of managing their relationship with the company.
AURA will enable users to manage their digital experiences with the company and control the data generated by using Telefónica’s products and services in a transparent and secure manner, said the Operator.
Since 2012, Telefónica has invested approximately 48 billion Euro in this process both in the deployment of networks and other state of the art infrastructure, and in the integration of all its IT systems or the development of new digital products and services, said the company.
The fourth platform will make cognitive sense of this flow of data. Until now, this data was generated in an uninterrupted, although fragmented, manner by the networks and other physical assets of the company (1st platform, Telefónica’s core asset), its unified IT systems (2nd platform), as well as the products and services it offers to its users (3rd platform). These smart platforms will imply a major qualitative leap in the customers’ experience with the company.
These platforms are building blocks that enabled Telefónica to develop a fourth, cognitive platform. AURA redefines the interaction between Telefónica and its customers in a safe and simple environment, with transparency and control over personal information. AURA will facilitate the discovery of new value-added propositions based on the insights of their data and will be available through multiple channels and devices.
Jose Maria Alvarez-Pallete, CEO and Chairman, Telefonica
Cognitive intelligence will allow us to understand our customers better, so they can then relate to us in a more natural and easy way, and generate a new relationship of trust with them based on transparency and the control of their data.
