Chema

Chema Alonso has signed for Cloudflare and the RFEF after leaving Telefónica. This creates a strange situation for LaLiga

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Chema Alonso has converted His departure from Telefónica In March in the most controversial play of the year in Spanish football. In a few weeks he has formalized his total departure from Telefónica, He has signed as a technological advisor of the RFEF Arbitral Technical Committeeand now he has announced his arrival in Cloudflare as Vice President for International Development. Why is it important. It is a very peculiar role change. Alonso now works simultaneously for two organizations that maintain structural conflicts with LaLiga: The RFEF, historical rival for the control of Spanish football, with the battle intensified in recent years. And Cloudflare, a company that LaLiga accuses of “collaborating with criminal organizations” by protecting more than 50% of the websites that are illegally soccer. The context. For more than a decade in Telefónica, Alonso had privileged access to LaLiga antipiratry strategies. Telefónica is more than who issues LaLiga: it is their strategic partner, fundamental in the fight against illegal emissions and who technically executes judicial blockages. Audiovisual rights represent 40-50% of LaLiga’s income, and Movistar Plus+ is its largest buyer. The irony is that the man who helped to design antipiratía defenses now works for those who help to overcome them. The facts. Cloudflare maintains an open war with LaLiga. The company has implemented privacy protection technologies that also hinder illegal content tracking: dynamic IP changes, HTTP port blocking, anonymization systems … and above all, Ech. LaLiga got judicial orders in recent months to block Cloudflare IPS during the parties, which affected thousands of legitimate websites that were left without service. Cloudflare demanded from LaLiga for these blockages, but Justice rejected it And it was In the hands of the Constitutional. In parallel, LaLiga and the RFEF fight a constant battle for calendars, schedules, disciplinary jurisdiction and audiovisual rights. They are not partners that cooperate, rather they are institutional rivals who have starred several struggles for the control of schedules, that of the Super Cup or The institutional battle that starred Thebes and Rubiales. For his part, Telefónica spent months on the war between LaLiga and Cloudflare, but He ended up taking sides. Obviously, for the first. Between the lines. He Timing It does not seem accidental. Three strategic movements in a few months. Alonso is positioned as the only actor with direct influence on two fronts against LaLiga. And armed with privileged information about their strategies. Your appointment in the RFEF will give access to arbitral systems. And from Cloudflare, he knows how LaLiga operates after so many years in his partner: his possible technical weaknesses, internal processes, calendars of legal actions. In perspective. Cloudflare could well be executing a “regulatory capture” operation: place someone with technical credibility in the regulatory body, influence the technological policies of Spanish football from within, neutralize future antipirable regulations. For the company, hiring Alonso is recruiting someone with knowledge Insider As few have. And that makes him an extraordinarily valuable asset. Yes, but. The situation raises unanswered questions. Did Telefónica know Alonso’s plans when he said goodbye? Was your departure completely involuntary? Can LaLiga legally challenge your appointment in the RFEF for conflict of interest? What we do know is that the signing for cloudflare does not imply a conflict with Telefónica for possible agreements for exit, as we have been able to know by knowledgeable sources of the matter. From Xataka We have contacted LaLiga, who has declined to comment on this. The same has exposed Telefónica. We have also tried to contact Chema Alonso, without success: The ‘contact’ section of its website It only offers as contact methods a postal address and the possibility of sending previous messages using the platform Mypublicinboxa company of which it is a shareholder and promoter. In Xataka | What is cloudflare, how it works and why a fall or block makes half the Internet fail Outstanding image | Telefónica, Gregorio Cavana

Chema Alonso already has a new job after leaving Telefónica. He has passed to football

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Chema Alonso has a new destination after his departure from Telefónica. The well -known hacker joins the Technical Referees Committee as an advisor to technological innovation and artificial intelligenceas announced by President Francisco Javier Soto on Monday and collects Ace. Why is it important. The arrival of Alonso to Spanish arbitration marks a radical turn in his career. After more than a decade in Telefónica trying digitally to Teleco, it will now apply its technological experience to a historically conservative sector that is in transformation: arbitration. The context. Soto seeks to completely modernize Spanish arbitration after years of controversies. Its strategy is to incorporate technological talent to improve arbitration decision making through AI. “We are going to start from scratch,” said the new president of the CTA. Alonso definitively abandons the world of telecommunications after his gradual abandonment, crystallized in The dismantling of your team a few days ago. His passage through the operator was marked by ambitious projects such as “Fourth platform“, the aura assistant or Movistar Homewhich did not reach expected commercial expectations. Organization chart of CTA for season 25/26. Image: RFEF. Between bambalins. The signing reflects the new Spanish arbitration strategy: betting on external technical profiles to solve structural problems. Alonso joins a renewed dome that includes Fernández Borbalán as technical director and Prieto Iglesias as head of the VAR, both old acquaintances of Spanish arbitration. The incorporation of Alonso raises some questions about his ability to apply AI to arbitration in a practical way. In Telefónica he gave grandiloque ads that rarely transformed into successful products, although some like Open Gateway They are good advances. Deepen. Spanish football will be its new fire test to demonstrate that it can transform traditional sectors with technology. Your choice transmits the need that Spanish arbitration has to legitimize technologically. His media profile fits with the need to communicate modernization in a collective, that of arbitration; and an institution, the RFEF; questioned by both clubs and fans. In Xataka | Wearing a retro shirt of Betis on the street is no longer a “fifes” thing: how football fashion has left the stadium Outstanding image | RFEF, Telefónica

First it was Chema Alonso’s departure. Telefónica is now disassembling your legacy with your team’s goodbye

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After The Pallete eraTelefónica is making profound strategic and human changes. After the recent one Departure from hacker Chema Alonsothe company is disassembling kernel, according to The confidential. This is the project and the team led Alonso, where there were heavyweights of the company, such as Javier Martínez and Paco Montalvo. Company sources have confirmed to Xataka Mobile the departure of both figures. Why it is important. From the hand of Sebas Muriel, ancient CEO of Tuenti, Telefónica is saying goodbye to Kernel, which in 2016 we met as “The fourth platform“And later like Aura. With her, they proposed to create a mechanism where Each user decided if he shared his personal information or demanded compensation. The confidential also speaks of the exits of other key pieces, such as Luiz Medici and Kiko Gámez. Goodbye to Pallete and Chema Alonso’s legacy. The hacker departure in March reminded us of the ambitious path that the company had pursued in the last decade: projects such as the aforementioned fourth platform, The aura wizard, Open Gateway either Movistar Homethe domestic device that came something late to a market that Google and Alexa already dominated globally. Kernel was the project to modernize an archaic operator, the Digital heart of Telefónica, according to Paco Montalvo. Disassembling this team is a farewell to the great technological bets that the company has pursued to compete against the OTT and the great world technological ones. At the time of the indiscriminate management of the data, Telefónica claimed to want to return all control to the user. Something is left. The great responsible for that path are no longer, and the contrast with its substitutes It can’t be bigger. According to El Confidencial, the old team of Chema Alonso remains Antonio Guzmán, Irene Gómez, David del Val and Yaiza Rubio. According to Telefónica sources consulted by Xataka Mobile, Telefónica is reviewing the previous projects to approach the new vision. Despite the obvious dismantling of their pieces, they say that with Kernel there is no definitive decision, waiting for a new strategy that they hope to announce before the end of the year. A new telephone. In his first major public appearance as executive president, Marc Murtra, the substitute for José María Álvarez-Pallete, It was very clear: Telefónica should focus on consolidating and growing to create technological capacity, a more pragmatic and forceful objective than that of digital transformation and collaboration With great technology which had been adopted in the previous stage. Telefónica is facing The largest existential dilemma of its over 100 yearsyou have to choose transform into a technology company In a Europe in decline that seeks to be more autonomous or accept that as a traditional telecus it is immersed in a reality that erodes its margins. The financial sanitation that Pallete achieved was not enough for markets, with a 57%stock market drop. Good news and farewells in 2025. The helm turn brought Good news: The action at three years. And the first steps of the new direction reflect that initial forcefulness of Murtra: in 2025, Telefónica has executed five sales In different countries, and only Brazil remains a strategic market in America. In Spain, a great consolidation for 2026 sounds more and more strongly: the one that would bring a Purchase of Vodafone. The fruit of this fusion is well known: to get more than 45% of the market. Strategically, Telefónica is about to A ‘sorpasso’ itselfone that goes to enter more for services than by communications, the first step to be a diversified technological company and less telecus. At the moment, the services are 43 % of income in their accounts, and grows at a good pace: “in double digit,” according to Emilio Gayo, New CEO of the Teleco. Another good news comes with the rearme: Telefónica already It stays with 69% of defense ICT awards. Outstanding image | Xataka In Xataka | Telefónica has a plan to eat the market in Spain. That is a problem for local operators

Who is Sebas Muriel, Chema Alonso’s replacement as Cdo in Telefónica

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He CHANGE CHANGE IN THE DIRECTOR OF TELECE He also arrives at his digital appendix and marks the end of one era and the beginning of another. Sebas Muriel, veteran of telecommunications with a classical executive profile, returns to the operator to occupy the position of Chief Digital Officer after Chema Alonso’s departurethat will take with him his disruptive style and hacker. This movement is part of a low higher restructuring Marc Murtra’s new leadership as executive president. While Alonso represented the commitment to the disruptive with his famous blue hat and his scooter, Muriel embodies a somewhat more traditional approach. He is a telecommunications engineer with MBA of the IESE, a combination that is almost canonical in the Spanish business ecosystem. Muriel’s professional history includes strategic positions in technology companies. He started at HP and Lucent Technologies. Then he made the leap to PWC as Senior Manager in 2001. In 2006 he was appointed General Director of Red.es (the public entity for digital development). There he led the strategic reposition of the entity. In 2011 he joined Tuenti as vice president of Corporate Affairs. This stage coincided with the integration of the network into the telephone ecosystem after Your purchase for 70 million euros before pivoting virtual operator. In 2015 it became its CEO. After accessing the position he was interviewed by Xataka mobile. That allowed him to pass Telefónica as a global director of Customer Experience Before leaving Groupm three years ago. There he has led An important restructuring of the advertising groupgetting new accounts that reported more than 60 million euros in campaigns between 2022 and 2023. Among the achievements that Telefónica stands out Muriel is his “extensive experience in business management and digital transformation” and “his ability to promote transformation programs.” The contrast with Alonso is remarkable: Where the outgoing CDO looked as a technical communicator and digital evangelizing, Muriel stands out for his managing profile and orientation to commercial results. This change is a symptom that Murtra Telefónica, after years betting on aspirational disruption and conversations about transformation, now turns towards a more pragmatic approach. This transition symbolizes a frequent pattern in large companies: after the period of technological evangelization represented by profiles such as Alonso, The systematization and consolidation phase arrives embodied in executives such as Muriel. The challenge will now be to convert the visionary ideas of the previous stage into specific commercial results, preventing digital initiatives from being in breeding promises. In Xataka | 100 years after his birth, Telefónica faces the greatest existential dilemma in its history: what wants to be older Outstanding image | Groupm, Telefónica

Chema Alonso Abandon Telefónica. The wreck of the pirate that made an admiral

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The announcement of the departure of Chema Alonso de Telefónica, advanced by Adslzone just before Mobile World Congress and already confirmed by Alonso in A video posted in your LinkedInmarks the end of a unique journey. The hacker turned into a senior executive leaves behind A wake as peculiar as his outfitbetween recognizable achievements and promises that remained on the horizon. Telefónica has also made this departure official In your official blog: The Board of Directors thanked Chema Alonso, to date Chief Digital Officer, its great impulse to the digital transformation of Telefónica during the last 13 years, as well as its leadership in the execution of the company’s Data-Centric platforms and the creation of the new relationship ecosystem with the industry and OpenGateway in its last stage. Chema Alonso will support Sebas Muriel with her technological advice in the transition. When Alonso entered Telefónica in 2012, after the purchase of his company Computer science 64 (then renamed Elevenpaths)it represented something unpublished: a technical root profile, away from the traditional MBA, ascending to the dome of a conservative multinational. His Appointment as Chief Data Officer In 2016 by José María Álvarez-Pallete, he symbolized the will to change in a mega-enterprise that needed to modernize desperately. Pallete was looking for insufflate an air of innovation in the Gray Ibex-35and for this he opted for a disruptive character even in his aesthetics. With his unmistakable blue hat and his scooter, Alonso broke the schemes of the traditional executive. His speech, full of anglicisms and references to digital transformation, intended to mark a before and after in the corporate culture of the operator. During his decade in The Great T.Alonso became the most recognizable public face of Telefónica’s digital transformation, Much more than any other manager except the president himself. He starred advertising campaigns and was the face of the teleco in corporate ads, such as An agreement with Microsoft. Image: Telefónica. Its undeniable communicative capacity (He came to have fun to El Hormiguero) and his technical domain allowed him to make bridge between two worlds usually disconnected: the technological avant -garde and the traditional telecommunications business. In his favor we must count initiatives such as the Global Data Unit, the development of Aura as virtual assistant – another singing is its implementation – and especially its role in the creation of the Telefónica Privacy Center, which advanced many of the concerns that the European RGPD. However, the deep transformation that promised its signing never materialized with the expected speed or range. Its main projects, announced with grandiloquence, translated into commercial results more modest than expected. Large projects, small results Alonso’s trajectory on Telefónica was defined by a series of ambitious initiatives that never reached the expectations generated. With three great examples: The fourth platform In 2016, Telefónica surprised the technological world when she announced her intention to create a system where Giants such as Google, Facebook or WhatsApp should consider the value of the operator’s clients data. The proposal, led by Alonso, proposed to create a mechanism where each user could decide whether he shared his personal information for free or if he demanded compensation. The announcement generated immediate headlines, but two years later, The so -called “Fourth Platform” – A Big Data infrastructure that should support this revolution – failed to materialize that initial vision. The project consumed important technical and financial resources of the company, but did not transform the relationship between operators and digital platforms as announced. Aura, the assistant who failed to connect In February 2018, Telefónica presented with great media deployment its response to Siri, Alexao or the Google assistant: Auraa virtual assistant with the launched simultaneously in six countries: Argentina, Brazil, Chile, Germany, Spain and the United Kingdom. Alonso personally headed the presentation of this technology that promised to revolutionize the interaction of users with the operator’s services. Chema Alonso during the presentation of Aura with Hololens. Image: Telefónica. To promote the adoption of the service, Telefónica invested in An expensive advertising campaign starring parish parrots that flooded televisions and advertising fences for months. Despite this investment in marketing, Aura did not achieve expected traction among usersbecoming a tool used by a minimum fraction of the huge customer base of the operator. Movistar Home, the device without a market The next step in the digital strategy was to make something tangible. Movistar Homepresented in 2018, it was a physical device that combined touch screen and smart speakers with integrated aura. Among its functionalities was the possibility of making video calls (outside the usual platforms for it) or controlling the smart bulbs of the house (also outside the most used protocols). Marketed at 79 euros, the device entered a market already dominated by the Amazon Echo and the Google Home, but with the disadvantage of offering a much more limited ecosystem and dependent on the Movistar universe, Meager in possibilities compared to Google or Amazon ecosystems. The Movistar Home. Image: Xataka. The value proposal was not convincing for consumers, who did not see reason to acquire a device whose functions could perform with the smartphone they already possessed. Or with the command of TV. His journey was very scarce. The Teleco tried to boost sales with several strategies, including increasingly aggressive promotions for customers and several media appearances. Particularly notable was the participation of Rafa Nadal, stellar figure of the sponsorship of Telefónica, promoting the device in the Andreu Buenafuente program. Not to mention a disturbing Spot Together with the then cyclists of the Movistar team, co -starring Alonso himself. However, not even the support of the best Spanish athlete in history or the great cyclists of the moment managed to arouse any interest in Movistar Home. The last thing we know about the project is that a year ago he announced his return … in the form of an app. Open Gateway: The most recent bet In the Mobile World Congress of 2023, when Alonso’s innovative cycle gave symptoms of being exhausted, Telefónica presented Open … Read more

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