Mobile content: Two new initiatives

Two announcements by Latin Entertainment-Twistbox and Al Borde highlight the increasing opportunity of the Hispanic and Latin American mobile content markets.

According to Wireless Week, Hispanics are the largest consumers of mobile content, next to African-Americans, and overindex in content purchases; one theory is that since Hispanics often don't have laptops or computers, their mobile phones serve as their primary communications tool. Ringtones are so far the biggest part of the mobile-content market. U.S. ringtone revenue doubled to more than $ 602 million in 2005 and is expected to hit $1.3 billion by 2010, according to Jupiter Research.

Newspaper publishers venture into mobile content

Al Borde, a Los Angeles-based, free bi-weekly publication with a circulation of 35,000 (Los Angeles and key areas nationwide) that targets 18-40 year old Hispanics, announced the launch a bilingual mobile entertainment service to serve the growing Hispanic market seeking unusual, edgy and alternative entertainment.

“Offering mobile entertainment directly to cell phones is a perfect and enthusiastically awaited service for our fans” states Melvin Ortiz, Creative Marketing Manager for Al Borde. “Our readers have long been using our award winning covers to paper their walls, now our mobile subscribers can download a variety of Al Borde “wallpaper” and original artwork from the Latin alternative music scene.”

Al Borde Mobile subscribers get access to ringtones not available anywhere else. Latin Electronica, Ska, Fusion, Punk, Rock, Indie and Pop ringtones can be found on In the near future Al Borde Mobile will also feature original band session videos, interviews, games and interactive classifieds.

Development of mobile entertainment

World Entertainment and Twistbox Entertainment, Inc(TM) announced a global deal to develop world-class mobile entertainment for the Hispanic community in North America and Latin America with initial launches to include: United States, Mexico, Brazil, Colombia, Argentina, Chile, Venezuela and Peru.

"With clients such as Editorial Televisa that publish leading magazines like Cosmopolitan en Español, Vanidades and Maxim en Español, to the hottest celebrities on TV, such as Sofia Vergara and Danna Garcia, Latin World Entertainment represents the leading brands and talent in the Latino community," says Twistbox CEO Ian Aaron. "Our partnership will extend LWE's existing on-line initiatives to mobile and bring compelling programming that includes premium SMS campaigns, mobile TV, games and community applications to operators in the U.S., Latin America and Spain."

"We're excited about this partnership, as there are currently between 75 and 100 million individuals in Latin America alone who have the capability on their mobile devices to access this content right now," says Twistbox Entertainment Vice President for Latin America, Gustavo de Greiff.