T-Mobile, Univision Woo Hispanic Smartphone Users

Taking a page from Jennifer LopezEUs Viva Movil brand thatEUs targeting the Hispanic market through a partnership with Verizon Wireless, T-Mobile is tag teaming with Univision Communications to launch a wireless service that will woo the same demographic.

Dubbed Univision Mobile, the new service blends UnivisionEUs programming content with T-MobileEUs wireless platform. The new brand will start rolling out May 19 and promises affordable, flexible wireless services for a lucrative market niche.

"Univision Mobile's services and features have been created to satisfy the needs of the U.S. Hispanic community," said Kevin Conroy, president of Digital & Enterprise Development at Univision. Univision Mobile offers Hispanics tailor-made content, events and apps.

Hispanic Buying Power

By UnivisionEUs count, Hispanic Americans are among the fastest growing groups in the U.S. with a population of nearly 56 million. According to Nielsen, 72 percent of Latinos own smartphones, which is about 10 percentage points higher than the general U.S. population.

T-MobileEUs motives are clear -- to tap into Hispanic spending power. Nielsen reports U.S. Hispanics collectively have an impressive buying power of $1.2 trillion. With 49 percent of Latinos telling Nielsen they plan to replace or upgrade smartphones within the next six months, T-Mobile smells profits.

"Hispanic Americans are among the largest, most important and most influential groups in the U.S. today," said Mike Sievert, Chief Marketing Officer for T-Mobile. "And they deserve wireless tailored to their interests and needs.EU

WhatEUs So Different?

So what does Sievert mean by EUtailored to their interests and needs"? It begins with unlimited nationwide talk and text plans at $30 per month. Hispanic consumers can get unlimited nationwide talk, text, and Web plans starting at $45 per month, which includes up to 2.5GB of high-speed data.

ThereEUs not much new there, but hereEUs something different: With the international calling needs of Hispanic consumers in mind, Univision Mobile plans...

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