In addition, he notes there are a number of analytics experiments underway at different operating units, including Vivo in Brazil, which is pushing ahead with projects around location analysis, Web navigation analysis based on deep packet inspection (DPI) data, and call center message analysis.

via . Telefonica Battles Big Data Hype

I found the mention of DPI in their big data strategy rather interesting as well as location analysis.  The kind of location analysis a telecom operator can perform on vast populations is mind boggling.