April 19, 2005

Hispanic Wireless Market

Sanford Nowlin and Melissa Monroe San Antonio Express-News Wireless Giants Rings Up Big Hispanic Sales Cingular Wireless, already one of the strongest cellular carriers among U.S. Latinos, is working hard to ring up even bigger sales in the Hispanic market, Chief Operating Officer Ralph de la Vega said Friday.

"We're absolutely No. 1 by a big margin in the Hispanic market," said de la Vega, in San Antonio as part of the company's sponsorship of Fiesta's opening ceremony. "We do very well here in San Antonio and with Hispanic consumers, but we're just getting started. That's the beauty of it." To win over Hispanic subscribers, Cingular -- co-owned by San Antonio-based SBC Communications Inc. and Atlanta's BellSouth Corp. -- is stepping up special promotions, lining up more Spanish-language content and launching programs aimed at bringing in first-time wireless users, de la Vega said.

The company already offers downloadable content themed around "Objectivo Fama," cable channel TeleFutura's popular "American Idol"-style talent show, in addition to a raft of Latin music ringtones. But more Spanish-language content is on the way, de la Vega said.

"We're working content deals as we speak," said the Cuban-born executive. "We're trying to get more Spanish-relevant content for our subscribers." Earlier this year, Atlanta-based Cingular also became a major sponsor for the Mexican National Soccer Team's five-match U.S. tour. The company doesn't offer service in Mexico, but is hoping to bank on the team's popularity with Latinos here.

The team's appeal with U.S. Hispanics was apparent when several members held autograph sessions at California Cingular stores.

"We almost had a mob scene," de la Vega said.

In addition to being a fast-growing part of the cellular market, Hispanics as a group spend more than average on extras like ringtones and text messaging and use more minutes than the average Cingular user, according to de la Vega.

"They're one of the most loyal (market) segments we have," he said.

But other carriers also are clued in to Hispanic buying power.

Cingular competitors have launched major Hispanic promotions, Spanish-language Web sites and promotions in an effort to win Latino customers. T-Mobile, analysts said, has made exceptional inroads.

Hispanic purchasing power reached $700 billion in 2005, according to research firm Santiago Solutions Group. It's expected to hit $1.2 trillion by 2010.

Beth Press, publisher of Latina Media Ventures, said corporations not reaching the Hispanic market with their advertising will suffer. Currently, only 5 percent of advertising dollars go to the Hispanic market, even though Hispanics make up 14 percent of the U.S. population.

"Hispanic spending patterns will play a success or failure in may products or services today," said Press, in San Antonio on Friday attending the annual Association of Hispanic Advertising Agencies conference.


Source: San Antonio Express-News

Posted by Ahorre at 01:07 AM

February 27, 2005

Movida Communications

Movida Communications, Inc. announced that it has teamed with the Cisneros Group of Companies, Sprint and Wal-Mart to provide nationwide wireless voice and data services to the U.S. Hispanic market. Movida is the nation's first Mobile Virtual Network Operator (MVNO) to offer pay-as-you-go wireless communications services specifically targeting the more than 40 million Hispanics living in the United States.

Movida will provide wireless voice and data communications using the Sprint nationwide wireless network, with rate plans that cater to the needs of the domestic Hispanic market. Through its arrangement with Wal-Mart, Movida plans to sell Movida-branded handsets and cards in Wal-Mart stores in select markets as well as other retail locations in the first half of 2005. Following its initial launch, Movida intends to offer added-value features and services that are both culturally and geographically relevant to Hispanic consumers, many of which will be provided through its relationship with its primary investor Cisneros.

"Movida is about understanding Hispanic consumers and offering them products and services that help them stay connected - both with their friends and family as well as their culture," said Anthony V. Montoya, President of Movida. "We've built the perfect alliance to successfully reach this segment.

Posted by at 09:12 AM