Telefónica creates hardware unit, hires Lenovo Spain boss to run it
Telefónica has established a new Hardware and Devices Division within its consumer business, consolidating its device operations. Alberto Ruano, currently Lenovo's general manager for Spain and Portugal, will lead the unit starting October 1, reporting to Telefónica Spain's chief revenue officer. The operator sold 900,000 devices from January to August 2026, up 10% year-on-year, and aims to expand its device offerings.
The new division consolidates Telefónica's device operations under a single leadership structure, covering everything from supplier negotiations and product selection to logistics, supply chain, and financial performance. Ruano's appointment brings executive experience from Lenovo, where he managed operations across Spain and Portugal, and he will join Telefónica's Executive Committee when he starts in October.
The operator reported selling 900,000 devices between January and August 2026, a 10% improvement over the same period the previous year. Telefónica's leadership describes the move as a response to changing customer behavior, noting that subscribers increasingly purchase tablets, laptops, and smartwatches alongside traditional mobile phones. The organizational structure mirrors how the company previously established dedicated units for pay TV and business digital services.
This restructuring could position Telefónica as a more prominent gateway for household technology purchases, potentially giving Spanish consumers a more integrated experience when buying devices through their existing telecom provider. If successful, customers may benefit from streamlined support and bundled offerings that connect hardware with connectivity services. However, it may also intensify competition with established electronics retailers and manufacturers, which could influence pricing dynamics and consumer choice across the broader Spanish market.