Telefónica ditches ‘chocolate box approach’ to learning in favour of the eXact learning LCMS

Telecoms giant, Telefónica, has standardised its technology-delivered learning materials thanks to eXact learning solutions’ learning content management system (LCMS).


Early in 2014, Telefónica UK’s learning and development professionals realised that all the company’s learning materials’ authors were creating content using a variety of authoring tools. As Asi DeGani, Head of Digital Learning at Telefónica UK, commented, “We were getting an interesting collection of content that was highly ‘creative’ but there was no consistency – or brand guidelines – about these materials.


“This made online learning like a box of chocolates – users could get anything,” he added. “This posed a problem because users were spending more time trying to see how to use the learning materials than doing the learning.”


Moreover, Telefónica UK realised that learning materials were ‘siloed’ – on authors’ laptops – so it was often difficult to get to these when individual authors were away from their desk.


“We needed a unified approach to creating openly accessible learning content,” said Asi. “Having considered a number of options, we realised we needed a system that would always be online and available to our employees, partners and franchisees. In addition, we needed a system that used HTML5, rather than Flash, since so many of our learning materials are accessed from mobile devices.


“This indicated that we needed an LCMS solution,” he added.


“The popular choice – principally chosen because of its highly responsive design functionalities – was the eXact learning LCMS, from the Italy-based digital learning content management business solutions producer, eXact learning solutions,” said Asi.


Having migrated its learning materials to the eXact learning LCMS, Telefónica UK now has thousands of learning objects on the system – many hundreds of which are accessed daily by the company’s 7,500 employees, along with its 15,000 partners and franchisees.


Since Telefónica UK’s 25 content creators started using the eXact learning LCMS less than a year ago, their productivity has risen from some 1.5 ‘screens’ per day to between two and four screens per day – even though they are still on the ‘LCMS learning curve’, getting to grips with the product.


“We’re also receiving highly positive comments about the system from the content authors,” said Asi. “We’re certainly planning to continue using the LCMS and, maybe, will expand our use of it next year.”


“All the custom-built content produced by third party developers exists on the LCMS,” explained eXact learning solutions’ international sales manager, Federico Dondero. “So Telefónica – not the third party developers – now has the original files for these materials, and this makes it simpler and easier to update these materials, especially since they now exist in the Cloud.”


The LCMS brings homogeneity of approach and look-and-feel to Telefónica UK’s learning materials, and, since Telefónica UK owns a number of brands – in addition to O2 – the LCMS’s template-based approach allows learning materials to be given a particular ‘branding’.


For more information on Telefónica’s use of the eXact learning solutions’ LCMS, visit: Telefónica case study


About Telefónica
Telefónica , a company which is present in 21 countries and generated consolidated revenues of 50,377m euros in 2014, entered the United Kingdom after buying O2 in January 2006. Since then, O2 is the commercial brand of Telefónica UK Limited and is a leading digital communications company with the highest customer satisfaction for any mobile provider according to Ofcom. With over 24m customers, O2 runs 2G, 3G and 4G networks across the UK, as well as operating O2 Wifi and owning half of Tesco Mobile. O2 has over 450 retail stores and sponsors The O2, O2 Academy venues and the England rugby team.


About eXact learning solutions
eXact learning solutions is a leading, business solution provider in the field of Digital Learning Content Management. Its content lifecycle care solutions include modular and interoperable tools enabling, supporting and optimizing specific processes within a Digital Learning Content ecosystem: collaborative content creation; structured and workflow-based content management, and multiple output delivery of content in any desired format, channel, device and language, with any look & feel.


The eXact learning Suite comprises a fully-fledged, enterprise-wide Learning Content Management System (eXact learning LCMS), a professional template-based authoring environment, comprising an advanced, local client application and a 100% web-based tool (eXact learning Packager and Online Editor) as well as an app to manage, deliver and track learning content through iOS and Android-based mobile devices (eXact learning Mobile).


The eXact learning solutions’ end-to-end provisioning is completed by a full set of high level professional services including consulting, training and technical support in the field of Digital Learning Content Management.


LATTANZIO Group is a leading management consultancy based in Italy which generates over 50% of its turnover from international activities. The Group’s range of expertise aims at growing the performance of businesses and public administration organizations. The founder and CEO of the company, Ezio Lattanzio, is the President of the Italian Federation of Consulting, Communication, Research and Web publishing (Confindustria Intellect), the Chairman of the European Federation of Management Consultancies Associations (FEACO) and a member of the Main Board of the European Learning Industry Group (ELIG).


For more information, please contact:
Bob Little, Bob Little Press & PR, Office +44 (0)1727 860405; Email