Customer FIRST
Focused on offering telecommunications services at an attractive price and with the best customer service, MásMóvil has become a major force to be reckoned with in Spain and Portugal.
You co-founded MásMóvil in Spain in 2006 with a Norwegian partner, and it is now the fourth-largest operator in the country. What have been your milestones?
We will soon turn 15 years old, and it has been an interesting trip. Two foreigners came to Spain to set up a company, and at the time, we did not have deep knowledge of Spain or contacts. Now, we are a nearly EUR2-billion revenue company close to 12 million customers in Spain which 2 million are fixed-broadband lines, and more than 1.000 employees and so many things have happened during this journey. We created MásMóvil because mobile communications in Spain at the time was quite expensive; in fact, Spain was the most expensive country for that service, and Spaniards were the least satisfied by mobile phone services. In other countries, there were virtual mobile operators that rented telecommunications infrastructure from legacy operators, and these virtual operators started to offer communications services with personalized service for their clients. We want our clients to have the best experience and to be the most satisfied ones, which has been our main milestone. MásMóvil is the leader in customer satisfaction rankings in Spain. We will continue to work on the digitalization of processes and launch useful services for our clients. In this regard, we have recently launched Energy Go, which is a company to sell energy. We want to be the best European operator in terms of customer satisfaction and social and environmental impact. That is why we are entering the renewable energy sector now.
The group has close to 12 million customers and offers a coverage of 98.5% of the territory
for mobile phones. What is the company’s growth strategy, and what differentiates MásMóvil from its competition?
We are fully focused on customer satisfaction. We do not just talk; we base this satisfaction on facts. In 2020, we saw a relevant reduction in the number of customer complaints, for example, and we expect another big reduction this year. We were the first to share infrastructure with the main operators in Spain. Traditionally in this sector, every operator wanted their own infrastructure, which limited coverage because there were no resources to cover the entire territory. We started to co-invest and share infrastructure with other operators. As a result, MásMóvil has the highest coverage for fiber optics in Spain with more than 26 million households available. The same happens for mobile coverage. Meanwhile, the company’s culture is to remain as a small business. We are becoming larger, but we want to maintain that start-up mentality of low bureaucracy, agility, and low personal egos. We are heavily focused on sustainability. We are the first company in Europe in our category with an environment, social, and governance (ESG) rating. We are also the first operator in Europe involved in the B-Corp certification process, which certifies companies with a relevant environmental and social commitment. We expect to obtain this certification in 2021 as we are still going through the auditing process.
Are you working to consolidate yourself into the Portuguese market?
We are interested in the Portuguese market. There are only a few players in the telecommunications sector in Portugal, and we see great opportunity in this market. We are in Portugal together with the three legacy players and another virtual operator. In Spain, there are 25 different brands competing in fixed and mobile services. We will expand our broadband services in Portugal as well as our fiber optic infrastructure. We are also participating in an auction for mobile phone spectrum because we plan to build our own mobile phone network in Portugal
What is the company’s main goal for 2021?
Our main goal is to improve our customer experience. We want the most satisfied customers in Europe, and we will achieve that. We also want to add other services such as energy, which could improve the customer experience. That service can provide benefits to our clients.