Battle of the Cell Phone Companies

In a previous post, I mentioned Virgin Mobile's try for the US Latino market with a funny web site campaign called "Don't Be Normal", referring to "normal" people as those who are locked into cell phone contracts instead of having the freedom of a pay-as-you go plan. Well, it seems that Virgin's competitors in wooing the Latino market, those cell phone giants Motorola and Nextel, aren't just traditional in their calling plans, but also in their marketing tactics. They are banding together to create the "Conexión" tour, showcasing hot Latino pop acts in "intimate performances" in Latin hotbeds Miami, New York and Los Angeles. And as is the genius of integrated marketing programs, they tie it all back to the cell phones and their accessories, offering "Conexión Musical" wallpaper and ringtones of their favorite artists. And, to sweeten the deal, Nextel customers can attend the concerts for free (on a first come, first serve basis) by visiting the Nextel web site and registering.

Which cell phone provider's message will ring true with Latinos? I can't help but think that the Nextel/Motorola campaign will get more attention, given the glam factor and the fact that they are tapping into something of real interest to Latino youth, pop music. Plus all the nifty multimedia offerings like ringtones and such.

You see, cell phone companies aren't just after Latinos because of the boom in the market size, but because according to research, Latinos spend more money monthly for cell phones than their non-Latino counterparts, downloading things like ringtones or communicating via SMS (for background, have a look at this not-so-recent, but still relevant article). According to Arbitron:

"Cell phones and long-distance spending are also excellent categories for Hispanics. Thirty-one percent of Hispanics who own a cell phone use it as their primary phone service. (Source: Internet and Multimedia 11) Eleven percent of Hispanics spend over $100 on cell phones per month, compared to 7.5 percent of the non-Hispanic population."

Following is the Nextel/Motorola press release:

Nextel and Motorola Launch Conexion Musical Concerts With Award-Winning Artists Showcasing the Rhythms of Salsa and Latin Pop
PR Newswire

PRESTON, Va. and PLANTATION, Fla., June 28 /PRNewswire-FirstCall/ -- Nextel Communications Inc. and Motorola today announced the launch of the first-ever Conexion Musical concert tour featuring Victor Manuelle, Reyli and Kalimba. Created as a program to showcase the effusive beats of Latin music, Conexion Musical will unite artists with fans during intimate performances at some of the hottest venues in New York, Miami and Los Angeles in July.

Conexion Musical was designed to bring together Nextel's growing Hispanic customer base and music, including additional elements, such as custom Conexion Musical wallpaper and ring tones all focused on delivering the sights and sounds of their favorite artists.

"Conexion Musical is a great platform for Nextel to honor the fact that music surrounds Latinos in a special and profound way and continues to influence our own American musical landscape," said Miguel Avila, senior director of Nextel's Hispanic marketing. "Like the artists, Nextel is a young and vibrant company, and we believe this tour -- along with the custom ring tones and the custom compilation CD of the artists' music we are offering -- will serve as a way to reinforce our relationship with our growing Hispanic customer base."

"Music has consistently been one of the strongest pillars of our comprehensive US Hispanic marketing strategy," said Tamara Franklin, Director of Strategic Marketing and New Business Development of the Motorola iDEN Mobile Devices group. "Conexion Musical is the perfect vehicle to showcase our feature-rich products and deepen our commitment to the diverse US Hispanic community."

PR Newswire/Hispanic Business.com            READ MORE

 

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