Nextel Announces New Focus To Bring Wireless Voice & Data Services To U.S. Hispanic Community.

Nextel Communications, Inc. announced a concentrated marketing and sales initiative that caters to the unique wireless voice and data needs of the U.S. Hispanic community. Initial markets launching the new initiative include Chicago, San Diego and San Antonio. Nextel plans to roll out services to all top U.S. Hispanic markets over the next year.

As part of its efforts to effectively reach U.S. Hispanics, Nextel recently appointed Miguel Avila to senior director Hispanic segment marketing and Beatriz Helguero to senior program manger to lead this new initiative.

Avila’s career spans over 20 years of directing and developing U.S. Hispanic businesses for a number of Fortune 500 companies including Procter & Gamble, Miller Brewing Company and most recently, for Capital One in the financial services industry.

Helguero comes to Nextel from America Online (AOL), with more than 13 years of experience in sales, marketing and product management. She served as Hispanic spokesperson and developed the first AOL Spanish language registration process and directed partner-marketing work within Mercedes-Benz of NA.

Recent studies show that members of the Hispanic community currently spend more on monthly cellular phone bills than non-Hispanics in the United States. This is largely attributed to factors such as roaming and long distance charges.

“Given the great value Hispanic consumers place on spontaneous communication with business partners, friends and relatives, Nationwide Direct Connect is the perfect solution for enhancing their connectivity to their personal and professional inner circles,” said Pat Garner, senior vice president emerging markets at Nextel. “In an effort to earn the loyalty and business of the Hispanic community, Nextel will continue to identify opportunities to offer differentiated products and services that uniquely address the needs of this growing market segment.”

Many Hispanic business professionals in vertical industries, as well as Hispanic small business owners, already understand the benefits of the Push To Talk™ digital walkie-talkie technology as an integral part of everyday business. For example, in transportation and construction, Direct Connect is the communication vehicle of choice for conveying and receiving instant, business-critical information.

New Advertising Campaign and Sponsorship To extend its brand awareness among the Hispanic community, Nextel has launched its first ever Spanish-language advertising campaign in broadcast television, radio, billboard and print media. The campaign reinforces the importance of instant communication as an integral part of everyday family, community and business life.