Data Centric model and Big Data


We recommend you spend a few minutes reading this post and watching the related video. And we present to you a case of investment in Big Data and implementation of a Data Centric model hugely successful. The leading company in this transformation has achieved better than good results.

This is the success story of Telefónica, world leader in information technology, sensitive to the new challenges demanded by today’s society. That is why they offer the means to facilitate communication between people, providing them with the most secure and cutting-edge technology, so that they live better and achieve what they set out to do. With more than 344 million customers, Telefónica operates in 13 countries and has a presence in 24 with an average of 113,182 employees.

We could say that the origin of this implementation dates back 20 years, when Telefónica began to exploit the field of information. He took his first steps with small actions that have evolved into the phenomenon known today as Big Data.

This way of working, which was initially a competitive advantage, is today essential to compete in the market.

That’s how he told us Ignacio Charfolé, Manager of Development, Government and Big Data Architecture at Telefónicain the interesting chat we had with him recently:

“When we are competing with large and small operators, where we all have the same customer management opportunities… personalizing the experience and streamlining the company’s processes is a must.”


Telefónica has an increasingly digital client that calls for greater personalization and efficiency. To satisfy this need and achieve the company’s objectives, in terms of optimizing decision-making and end-to-end customer management, Telefónica has had to evolve its platform and adapt it to the new Big Data technologies in record time.

The main challenge faced by Telefónica, with a view to the data strategy in the coming years, is to maintain the trust of customers and be the best in the management and transparency of information.

In addition, to ensure that the massive democratization of data and the evolution towards a Data Driven company is done in the best possible way. All this to reach all points, whether operational, informational or managerial, and manage the data in a fully controlled and organized way.

Telefónica’s business strategy involves the implementation of a data centric model which has at least three aspects:

  • The first, internal information management to enhance its position as a Data Driven Company, having the necessary data in the right place in the company. From decision making to operational management.
  • The second, return the data value to the client. For Telefónica, this premise is almost a motto. Its objective is that the client perceives that the digital trail he is leaving has a positive return for him. This translates into a more personalized and efficient experience.
  • And finally, the monetization. Being an essential requirement that the confidentiality of the client is fully preserved, who can decide at any time if he wants his information to be used or not.


Telefónica opted for the implementation of a Big Data philosophy under a data centric model, starting with Hadoop clusters and evolving towards a not-so-commercial cluster based on open source software. Today it already has more than 30 different technologies in the infrastructure and in the Big Data ecosystem. A set that continues to grow and represents a great technological challenge.

In this scenario of unstoppable evolution, it is worth noting the appearance of the Cloud, which has meant greater agility in all processes.

The cloud offers countless advantages: from deciding whether to grow or shrink an infrastructure practically in real time, to dynamically scaling for a better adjustment of costs and times.

Today all new infrastructures have strategic agreements with the great mentors in Cloud in order to continue to be leaders and keep pace with the market.

successful results

The results obtained throughout this implementation are:

  • Improvement in response times to 35 seconds over 3 million rows read, without exceeding 200 milliseconds in any request to obtain recommendations on the TV platform.
  • High geographic availability thanks to the installation of two platforms that are executed according to the needs or possible failures.
  • With Kafka as the information bus, communication between Internet data and internal platforms was simplified, maintaining security and speeding up transmission times.

Collaboration PUE and Telefónica

PUE began collaborating with Telefónica at a critical moment for the company, since it was preparing to adopt new technologies and make a change towards a philosophy open source.

“In PUE we found a provider who knew how to understand technology perfectly at a high and low level, solving any difficulties we might have”, says Ignacio Charfolé from Telefónica.

Telefónica trusted PUE to implement and integrate all the tools towards a Data Centric model, with very high quality and security standards.

PUE is today for Telefónica a reference partner where you go to resolve specific issues. Telefónica especially values ​​the security that PUE offers with its experience and mastery of the latest in Big Data and Cloud technology.

If your company needs advice and collaboration in the implementation of a Data Centric model, write to us. We will love to know your case and inform you without obligation.

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