Case Study: Telefonica achieves 80% operating cost savings and faster time-to-market with Magnolia CMS

How Telefonica unlocked the evolution of its Emocion Portal with Magnolia

Telefonica, the Madrid‑based telecommunications group, operates the Emocion Portal—a B2C mobile content marketplace serving 500k+ users per month. The portal ran on an aging hardware and software stack that limited personalization and efficiency, so Telefonica set out to eliminate technological obsolescence and reduce operating costs through a full replatforming.

Working with partner VASS, Telefonica rebuilt Emocion on Magnolia CMS for its open‑source heritage, fast integrations, scalability and rich personalization. Deployed in six months, the new platform uses 12 personalization traits, integrates with analytics, cut campaign creation from two weeks to 15 minutes, delivered 80% savings in support costs, maintained high stability and supported strong revenue performance.

Telefónica

Esther Gomez Martin

Head of New Business Projects