VIDEO INTERVIEW: Martin Gallone, Millicom’s regional mobile commercial director, urged a drive for more local content in Latin America, which he believes will underpin the region’s digital ecosystem.
A recent GSMA study highlighted how a lack of relevant content in local langagues is an issue in Latin America, and Gallone conceded that is a concern for the operator.
Gallone said Millicom sees a high volume of interest in its digital lifestyle strategy, but much of the interest on media and content services depends on location, with language and other factors posing a challenge to uptake in select countries.
“Not everyone in Central and South America understands English, and a lot of people do not read,” he said. “So there are a lot of buyers we have to consider when we create content. For people that do not read we can create video content which will be local. Buyers are equally important if we want to increase engagement and usage of data.”
Speaking to Mobile World Live at the GSMA’s Mobile 360 Latin America event in Mexico, Gallone also opened up on the importance of striking partnerships both locally and internationally to drive content initiatives.
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