Telefónica is to roll out a customer experience-focused service from its start-up accelerator across its global footprint.
Qudini, a cloud based digital queue and appointment management system, was established in 2012 when the founders were accepted into the Wayra UK programme.
It left the accelerator nine months later with £150,000 of funding.
It has four products, including a retail solution that helps stores to better manage how customers queue to speak to a sales rep.
For example, customers check-in and receive updates from staff directly to their mobile phones.
Telefónica is using the software in its 270 O2 stores in the UK, where it has seen a 15 percent reduction in the number of customers walking out because they have not been served.
It will now be rolled out in Spain, before launching in Latin America.
UK-based retailer House of Fraser and several restaurant chains, including Honest Burgers and Bodeans, have also signed up to use the service.
Telefónica’s Global Channels Director Javier Castro said: “We are delighted to have Qudini onboard to help us strengthen the relationship we have with our global customer base.
“The great thing about a company like Qudini is that the simplicity of their idea creates real benefit for the end user and builds good sentiment between businesses and their customers.
In May, Telefónica committed $200 million (€175 million) to a new funding platform after partnering with venture capital firm Coral Group.
Wayra UK Director Gary Stewart said: “This milestone proves that corporates can accelerate start-ups.
“Our current and previous cohorts are receiving significant investment, with 90 percent of our businesses still active and scaling fast, either directly or indirectly through Telefónica.”