emilio

Emilio Castellanos

Submitted by eacastel on Wed, 08/26/2009 - 17:07
Emilio Castellanos

Mobile devices might soon become carrier agnostic

Submitted by eacastel on Wed, 05/20/2009 - 19:01

By Emilio Castellanos

Up to now carriers have dominated and controlled most every aspect of the device, network, content distribution, payments, and many more consumer facing services in the market; but, times are changing. The symbiosis between devices and consumers might be pushing carriers towards new standards that could open the market to greater innovation.

First went the so called "walled gardens" with the introduction of the iPhone and Blackberry. Consumers, being able to access URL's directly from their phone browser, quickly abandoned the value-less proposition that the carriers forced upon them and flocked in numbers to the growing pool of mobile sites sprouting-up around the spectrum.

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Targeted mobile marketing and Hispanics

Submitted by eacastel on Fri, 09/19/2008 - 18:25

By Levi Shapiro

Cuban-American mommy-to-be Gloria Dobal “loved everything” about online pregnancy site Baby Center. However, she had difficulty sharing the experience with family members who prefer Spanish. “My mother is from Cuba and I wanted her to enjoy this with me,” she said. After two days, Gloria switched to Baby Center En Espanol (www.babycenterenespanol.com) and its mobile version. Although the sector is still nascent, some brands and agencies are beginning to target Hispanics with mobile tools and campaigns.

Reach mobile Hispanics effectively

Submitted by eacastel on Tue, 09/16/2008 - 17:33

By Emilio Castellanos

To effectively reach the Hispanic mobile market, brands should ally themselves with organizations that have an established and ongoing relationship with the market and involve themselves with a cause that is important for the particular Hispanic demographic they want to reach. Each case needs to be looked at individually. There is no magic formula that will work across the board. Translating an ad into Spanish just won't do.

Companies seeking to target Hispanics should gain a strong understanding of the cultural differences and behaviors that make them unique --whether they are English or Spanish preferred, represent a particular ethnic group, etc.-- and develop a relationship with them based on those individual characteristics, needs, wants and aspirations. Targeting mobile Hispanics must begin from message conception, contain a long-term component, incorporate multiplatform, and provide an added value service that can be useful and interactive.

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