Telefónica Announces BlueVia Developer Community

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First Developer Community to Offer Revenue Generated by API Transactions to Developers

Madrid, 10th February 2011 -Telefonica announced today that it has launched a developer community, BlueVia,

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BlueVia will build upon the foundations of Telefonica's existing developer programmes, O2 Litmus in the UK, Open MovilForum in Spain, Movistar Developers Platform in Mexico and Plataforma do Desenvolvedores Vivo in Brazil. BlueVia will signal the beginning of a new phase in Telefonica's commitment to the developer community bringing all of these activities together, to create an improved, coordinated, and fully integrated offering to both web and mobile application developers worldwide.

With BlueVia, Telefonica becomes the first operator in the world to offer between 10% and 50% of the revenue generated by API transactions to the developers, and in addition developers retain 70% of any application sales and subscription revenues. All achieved in a simple, frictionless manner, underpinning one of BlueVia's core principles of sharing back any value created. Overtime BlueVia will offer a new degree of scale to developers as a result of Telefonica's international reach to over 280 million customers worldwide. Developers will be able to share & monetise their ideas in a variety of ways and will be provided with new tools to do so. BlueVia will offer a direct path to customers opening up exciting new market opportunities for developers.

"BlueVia is a truly open and collaborative community which developers are helping to create. The aim of BlueVia is to bring together the creative talent pool that currently exists in the developer community and provide them with the tools, infrastructure and platform, including access to APIs, as well as insight and data to help them identify and fulfill market demand. For the first time, developers will be able to market their applications to countries all over the world and receive a share of the revenue generated by the traffic they create through their innovative and creative applications," said Vivek Dev, Director of Global New Services of Telefonica.

José Valles, Head of BlueVia, added: "Internet and telecoms have changed not only the way we view the world, but the way we do business. This new global economy requires more collaborative business models based on openness and transparency. Our desire is to create a global, interactive community in which the developer will not only obtain revenues from the sale of their applications, but will also benefit from the API traffic generated, creating a mutually beneficial two sided business model based on the collaboration and interaction between both parties."

BlueVia will offer a rich portfolio of new API's providing access to key Telco assets, insight and data to help focus developers' efforts and understand customer needs more intimately. Developers will be to draw upon an international community of co-creators; the sort of testers and thought-leaders that can help developers create services that customers crave.

BlueVia will offer developers 70 percent of revenues from any services sold in market, as well as opening up new incremental revenue streams from API transactions. Additionally, the new platform will open up the collaboration opportunities and special offers with BlueVia partners.

In a demonstrable statement of focus, and priority, BlueVia will be centrally managed and coordinated by a new dedicated global team. The membership of the BlueVia team draws on both existing experience from within Telefonica, supplemented by key new hires.

BlueVia will be built to satisfy the needs of the community, and consequently will be in constant evolution. From today, BlueVia invites developers, media and customers to register their interest at BlueVia.com where they can stay informed on the latest developments in the run up to launch. Additionally, the BlueVia manifesto can be found on this site in its initial form, and we invite you to feedback and edit the manifesto to ensure that BlueVia is aligned with the needs and principles of the community it is serving from Day 1.

About Telefónica:

Telefónica is one of the worlds largest telecommunications operators by market capitalisation. Its activities are centred mainly on the fixed and mobile telephony businesses, while its broadband business is the key growth driver underpinning both. It has presence in 25 countries and has a global customer base of 280 million. Telefónica's growth strategy is focused on the markets in which it has a strong foothold: Spain, Europe and Latin America. Telefónica is a 100% private sector company with its shares listed in Madrid and other stock exchanges and more than 1.5 million individual shareholders.

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Further Information:

Simon Lloyd
Telefónica Europe
+441753 628 335

simon.lloyd@O2.com

Telefónica
S.A. Press Office
+34.91.482.38.00

prensa@telefonica.es

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