US number three operator Sprint has set up a Hispanic business unit, to be headed by TIM Brasil’s CMO Roger Solé (pictured), as it hopes to “gain leadership” in the Hispanic market, which it considers “one of the fastest growing segments of the US population”.
Solé will also be president of Sprint Puerto Rico, “the hub for Sprint’s Latin creativity and innovation,” as well as senior vice president of innovation at Sprint. In his innovation role, Solé’s responsibilities will include Pinsight Media, a Sprint division that specialises in mobile advertising, and the Sprint Accelerator, a mentorship-driven program for health care startups.
Sprint explained in a statement that at more than 54 million, the Hispanic population are active users of mobile technology proven by the fact that, according to the Pew Research Center, usage of smartphone, mobile internet and social networking sites among this group is as high as it is for the overall US population, and sometimes higher.
The company added that the Hispanic market has around $1.2 trillion in buying power and it is “committed to engaging, connecting and providing wireless services to the Hispanic consumer.”
Two years ago US number one operator Verizon Wireless teamed up with actress and musician Jennifer Lopez to launch Viva Móvil, a service dedicated to the huge Latino community living in the US.
In 2013 app analytics firm Flurry also claimed US brands are “not doing enough to create positive app experiences for Spanish speaking consumers in spite of the fact that the Hispanics in general are enthusiastic users of smartphones”.