Telefónica - BlueVia

Creating a global innovation platform for app developers.

Brief:
My Agency was given the challenge to create a new brand and help Telefónica build a global development platform for developers to take mobile apps, web services and ideas to market. Telefónica’s mission is to drive innovation within the developer community by creating a website that provides a total application development ecosystem. This site will also give developers a direct path to market via Telefónica’s Appstores, free access to their network APIs, and access to thousands of real Telefónica users to test apps before launch.
My Agency’s first job was to create a new brand that represented this paradigm shift in the Telco industry, but would also work harmoniously with existing Telefónica brands.

Solution:
My Agency created BlueVia, a brand signifying transparency and the free flow of open innovation, to build trust within the developer community. My Agency worked with Telefónica’s R&D department in Barcelona for over two years, helping define the site architecture and creating all the front end design. My Agency’s User Experience Team followed a User Centred Design (UCD) methodology, putting the developer at the heart of the project.
Our experience in creating O2 Litmus, (O2’s developer platform) allowed us to design a better user interface for app developers needs. My Agency initiated an agile SCRUM project management framework, a collaborative approach that built a strong client/agency relationship and allowed the complex international team to organically improve
the website.

Results:

My Agency has successfully created a new brand that’s moved Telefónica into an exciting new space, but that retains the integrity of the existing Telefónica brand. BlueVia launched into a closed beta phase on 23rd December 2010 to industry acclaim. The early feedback is that BlueVia is already proving to be a success, providing one of the most intuitively designed developer platforms to date. The commercial launch of BlueVia across 26 countries and to over 80 million customers is now underway.

Go to the BlueVia site.

The background to BlueVia (5 minutes)