Liberty Repositions Itself as Full Business Solutions Partner in Puerto Rico

Liberty, once known primarily as a cable and connectivity provider, is repositioning itself as a full-service business technology solutions partner to accelerate digital transformation across Puerto Rico.

The company’s B2B division, Liberty Business, has been operating for years, but executives say they are now repositioning the brand with a clearer message about the breadth of its services and the role it intends to play in the island’s commercial sector.

María Ramos, who recently joined Liberty Business as vice-president and is leading the strategic shift, said the company’s evolution reflects the reality that Puerto Rico’s businesses can no longer compete with connectivity alone. She noted that companies now require managed services, cloud platforms, IoT, cybersecurity, and integrated technology systems to grow and remain competitive.

“At Liberty Business, we have a clear goal: to reinforce our role as a full technology partner with Puerto Rico businesses, offering integrated solutions and to cover the full spectrum of technological needs regardless of size or industry,” she said, emphasizing that Liberty wants customers to understand it is no longer just a telco but a comprehensive technology solutions provider.

Ramos acknowledged that many customers and prospects still do not fully understand Liberty’s value proposition or the scope of its portfolio. That gap, she said, is what the company is now addressing through a more segmented and targeted approach to the market. Liberty Business has reorganized its commercial structure around four key segments: wholesale, large enterprise, small business and home office, and small–medium business. Each group has distinct needs, and Liberty is tailoring its offerings accordingly.

Liberty Business has launched Liberty Mix, which provides business clients with access to a mobile network, a hotspot, Roam Like Home, Call Defense, and the flexibility to combine plans.

In the wholesale segment, Tier‑1 carriers such as AT&T, Verizon, and T‑Mobile purchase Liberty’s infrastructure and white‑label it, meaning many end users do not realize they are effectively using Liberty’s network. Large enterprise customers, defined as companies with more than 50 employees, require solutions that go beyond traditional telecom. Their needs center on information communication technology, or ICT, which integrates hardware, software, and connectivity to link people and devices. Ramos said this is where Liberty’s “up‑the‑stack” portfolio becomes essential.

The small business and small–medium business segments represent the largest demographic in Puerto Rico. For these customers, Liberty offers bundled solutions such as Liberty Business in a Box, which combines connectivity, cloud services through HPE, and security through Fortinet under a single monthly price, a single bill, and a single service‑level agreement. Ramos said competitors may offer one or two products, but Liberty is positioning itself as the only provider offering a complete, integrated portfolio.

To strengthen awareness and improve customer engagement, Liberty is rolling out new digital and retail touchpoints. Customers visiting Liberty stores can now scan a QR code to schedule a consultation with a specialist who will assess their business needs. The company is also preparing to launch a redesigned, AI‑driven website in late June or early July. The new site will be interactive, on‑brand, and tailored to business users, allowing them to input their industry and needs, chat with an AI assistant, request callbacks, and receive customized solution recommendations.

Liberty is also expanding its presence in the local business ecosystem through partnerships with organizations such as Emprende, with which it is hosting workshops, seminars, and co‑branded events to better understand the needs of entrepreneurs and small businesses. In addition, the company is partnering with major technology vendors, including HPE and Fortinet, for joint customer visits and events. Ramos said these collaborations help demonstrate that Liberty is a major channel partner capable of delivering end‑to‑end integrated solutions. Working with Liberty, she added, gives businesses better economies of scale, simplifies operations, accelerates innovation, and improves budget control.

Although Liberty Business has been active for years, Ramos said the company is now reintroducing itself with a clearer, more unified message: Liberty has evolved far beyond its origins as a cable company. It is positioning itself as a full business solutions partner prepared to support Puerto Rico’s digital transformation.