Dell speaks Spanish to U.S. consumers
Dell announced on Wednesday that it's offering Spanish-language sales and support to U.S. consumers.
The computer maker, through its Spanish-language sales-and-support site and toll-free number, provides full-service sales support, customer service, and financing and financial documentation in Spanish.
The move, designed to help the company tap into rapidly shifting demographic changes, comes roughly six months after the company launched a Spanish-language blog, where its management, customer care, engineering, and personnel departments could gather customer input and discuss technology trends.
In the United States, an estimated 32.2 million households, with residents ages 5 and older, speak Spanish in the home, according to the U.S. Census' 2005 American Community Survey. That represents one in eight U.S. households, the survey notes.
And while Hispanics in the States accounted for 15 percent, or 44.3 million, of the total population in 2006, those figures are expected to more than double to 102.6 million, or 24 percent of the total population, by 2050, according to the Census.
Dell, surprisingly, is kicking off its U.S. Spanish marketing campaign in Chicago, Atlanta, and Houston. California, home to the largest population of Hispanics in the country, followed by Texas, will see Dell's campaign get under way sometime after January, when the PC maker rolls its Spanish-language marketing out nationally.
A Dell representative noted that the company is testing out its "creative" in Los Angeles, a mega media market, before it launches the marketing campaign in Southern California. And what is "creative"? That translates into the "right message," image, and medium.
Dawn Kawamoto covers enterprise security and financial news relating to technology for CNET News. E-mail Dawn. 
where I worked bad mouthed Dell to no end saying he would
never work with the company again. Apparently, it screwed up a
very large order they had placed and then, didn't offer any
support. Moreover, he told me that US-based technology
hardware companies refuse to offer him any warranties on any
of their products. Imagine buying things with no protection in
case it didn't work? My colleague in Chile said they want to buy
products from US companies, but they won't get warranties
typically offered to US residents because the products are sent
outside the US. I don't know if this is entirely true. Still, the fact
that he was so adamant about not working with Dell and then, I
return to the States and a week later I'm reading that Dell wants
to "speak Spanish" made me LOL! I guess from Dell's
perspective, "speaking Spanish" is a great business opportunity
as long as you speak it on THIS side of the border.
lo que sera....
Doug Mitchell
Washington DC
Their Spanish section is way overdue.
¡Queremos CNet en ESPAÑOL!
- Ay Caramba!
- by ubnyan November 7, 2007 10:42 AM PST
- Yo quiero una computadora Dell...
- Like this Reply to this comment
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