Telemundo is targeting a rich - and relatively underdeveloped - space with the rollout of a Spanish language app. Using software from LSN Mobile across is station group, it will deliver Spanish-language news, weather and sports, according to Broadcasting Cable.
LSN Mobile already deliver local news content to a variety of cellphones as well as offers mobile display ads and text-messaging-based marketing campaigns. Telemundo’s "A La Mano" iPhone app has launched in nine markets including Chicago, Los Angeles, Dallas, Miami, New York, San Jose, Houston, Puerto Rico and Phoenix.
"A La Mano" was first unveiled in May 2007 when Telemundo entered into a deal with LSN Mobile to deliver the website content from local Telemundo stations to mobile users, Broadcasting Cable writes.
It is little surprise Telemundo has developed the app, says Ronald Gordon, president of Telemundo Station Group. "Research continues to indicate that mobile devices are a growing communication platform for Hispanic consumers, and we are meeting their desire for relevant content and information when and where they want it to be."
Good Entry Point
The app may also jumpstart what has become a stagnant Hispanic mobile advertising market, writes Portada. In general, complexity is a big drawback when targeting this market - there are too many platforms, too many browsers, and too many markup languages to make mobile marketing easily scalable, it said. "From an advertiser's point of view, this is a production nightmare."
The recession only made the situation worse. But as smartphones and apps such as Telemundo’s become more common among this demographic, these barriers are likely to come down, it concludes.