DESIGNING MASORANGE'S FUTURE: FROM MULTIBRAND COMPLEXITY TO PERSONALIZATION AT SCALE
A Bold Vision for MasOrange 2025-26: Where Multi-Brand Innovation Meets Scalable Personalization
Telco "Connection Evolution"
Telecom is no longer just about coverage or cost. It's about connection - personal, predictive, and frictionless.
In 2024, MasOrange emerged as Spain's new telco leader, born from the fusion of MasMovil and Orange. With 15 distinct brands under one umbrella and more than 16 million customers, MasOrange isn't just a company. It's a constellation of identities, touchpoints, and expectations.
Now comes the challenge: how do you turn complexity into clarity?
How do you serve a portfolio of brands with different maturities, histories, and audiences — while delivering one cohesive, high-performing experience?

Frictionless
Seamless interactions
Predictive
Anticipating needs
Personal
Tailored experiences
Meet Mateo & Clara: Shoppers of MasOrange
Mateo, 55 - the "Unknown Number"
Runs a family business in Valencia. Reliable fiber matters to him more than flashy campaigns. He switched to MasOrange for the value, but still feels treated like an unknown number. The app pushes generic offers. His router issue? Bounced between channels with no clear resolution.
Clara, 29 - the "Abandoned Influencer"
A content creator from Barcelona, is tech-forward and brand-fluid. She's bounced between Pepephone and Yoigo, looking for the best gaming setup. She's clicked, browsed, and abandoned carts multiple times. No one followed up.
They don't want more messages. They want meaningful ones. They don't want to navigate a tech maze. They want their journey to be seamless.
The Consumer Truth:
Today's telco shopper doesn't just want to be heard. They want to be understood. And they want the experience — not the offer — to win their loyalty.
The Consumer-Centric Opportunity - Selling Smarter
Are you set-up in a way that best serves your consumers? You face a pivotal moment. Your mission in 2025 is clear to us:
Scale personalization at every stage of the journey
Creating meaningful interactions across all touchpoints
Increase ARPU from existing customers
Growing revenue through smarter engagement strategies
Finish the digital and data stack migrations
Completing the technical foundation for unified customer experiences
Unlock the potential of existing data
Leveraging current investments for deeper customer insights
You know the future isn't about selling more. It's about selling smarter.
That's where Adobe comes in.
Our Response: A Unified "Growth Value Engine"
What if Mateo's complaint became an opportunity? What if Clara's fourth click triggered a contextual win-back, not a lost lead?
Connect customer data with behavior in real time
Seamlessly integrate Segment, BigQuery with behavioral signals to create a complete customer view
Automate 1-to-1 journeys across brands and touchpoints
Orchestrate personalized experiences that follow customers across the entire MasOrange ecosystem
Scale personalized content with AI
Generate and deliver tailored content efficiently across all 15 brands and customer segments
This isn't about ripping out what's already in place. This is about creating a growth engine that makes it all work together.
Real Stories. Real Use Cases. Real Value.
Adobe identified four critical use cases for MasOrange, built from real business pain points and shopper frustrations.
Conversion Campaigns
  • Problem: 230M visits, zero identification. Hidden intent, wasted opportunity.
  • Solution: Build behavioral-based segments, even for anonymous users.
Caso Olimpo (Cross-sell/Up-sell)
  • Problem: Customers buy mobile, but ignore home bundles. Lost ARPU potential.
  • Solution: Combine usage data, product ownership, and channel behavior for Next Best Action.
Churn & Retention
  • Problem: You see churn. But you see it too late.
  • Solution: We detect churn signals early and trigger win-back flow before they leave.
Onboarding Automatization
  • Problem: Post-sale friction erodes trust. Customers get stuck.
  • Solution: Orchestrate post-purchase experiences in real time.
We're committed to partnering on designing your path to value.
Unique Customer Touchpoints That Matter To Them!
1
Mateo's Conversion Moment
He sees a homepage offer for business users like him, based on his recent navigation and purchase history. It feels handpicked. He clicks.
2
Clara's Comeback
She opens her app and gets an offer crafted to her exact profile: low-latency fiber + game streaming add-on, just in time for her Twitch stream.
3
Mateo's Retention Moment
He opens the app to file a complaint. An alert triggers a VIP callback with a tailored retention offer. He stays.
4
Clara's Onboarding Flow
The moment she signs up, she gets a gamified checklist: install fiber, redeem free Disney+, download the MasOrange app. Smooth. Smart. Seamless.
Strategic Value: Adobe As The Glue
For Digital Strategy and Sales
  • Deliver the 2025 plan faster: unified journeys across a multi-brand stack
  • Scale what works: Content, Data, Journeys; unified
  • Future-proof personalization: from anonymous to loyal, at every stage
For Marketing, UX, and Analytics teams
  • Orchestrate with less effort, more precision
  • Personalize without custom code
  • Measure journeys end-to-end in real time
From Siloes to Streamline
Content
One source of content truth. Scalable across all channels. AI-ready.
Data
unify behavioral, transactional, and offline data, with real-time profiles for activation across channels.
Journeys
Unified journey orchestration. One tool for email, push, SMS, and decisioning.
Measurement
for experience analytics
Adobe connects. Adobe activates.
Why Now? Why Adobe?

1

1
H1: Your tech stack goes live
The foundation is set for activation

2

2
H2: Your growth plan needs activation
Time to leverage your investments

3

3
Personalize across all 15 brands
Create consistent yet unique experiences

4

4
Unlock ARPU with scalable journeys
Drive revenue through intelligent engagement

5

5
Retain and delight customers like Clara and Mateo
Turn frustration into loyalty
The opportunity isn't tomorrow. It's now.
MASORANGE + ADOBE: REDEFINING THE TELCO EXPERIENCE

From a portfolio of brands
To a connected ecosystem of journeys

From disconnected campaigns
To predictive, real-time personalization at scale

From brand fragmentation
To One MasOrange. Built around your customer.
Together, we'll transform MasOrange from a portfolio of brands into a connected ecosystem of journeys.
From disconnected campaigns into predictive, real-time personalization at scale.
From brand fragmentation into One MasOrange.
One MasOrange.
Built around your customer.
Let's build it. Together.