Biggest ISP introduces a PC designed to overcome Latinos' barriers to Internet access.

According to the Synovate 2004 Hispanic Report, 55 percent of English-language dominant Hispanic-households have Internet access at home, compared with only 20 percent of Spanish language dominant households. In August, AOL Latino decided to capitalize on this statistic by launching a personal computer product offering aimed at luring more Hispanics online.

“The AOL Optimized PC is one of the only widely available PC plus Internet solutions that makes it easy to select and switch between language preferences,” says David Wellisch, vice president and general manager, AOL Latino. “Combined with an affordable price and a comprehensive PC bundle, we hope to empower these consumers to take advantage of all the resources the Internet has to offer.”

One of the main goals for launching this product was to overcome some of the marketing challenges companies such as AOL Latino face when trying to reach U.S. Hispanics.

Mercy Lugo Struthers, director Hispanic marketing for America Online, says, “We realize that U.S. Hispanics have many reasons for not being able to get online. In marketing to them, we address the key concerns we have encountered.”

Some marketing challenges AOL Latino faces include: 

• Language Barrier -- Through research, it was discovered that many Hispanics were not getting online because they couldn't navigate the Web in Spanish. AOL Latino provides the ability to register and connect to the Internet in Spanish. AOL Latino also provides a wide variety of original programming and content from leading Spanish Language news and entertainment organizations in the U.S. and Latin America, so that a member can have a 100 percent Spanish language experience on AOL, and still have access to the English service for the same price of $23.90 a month.
  
  
• Relevant Services/Value -- To address the importance of providing this market with services that appeal to their needs, this year, AOL Latino launched two services -- prepaid phone cards and money transfers that offer deep discounts to families wanting to stay connected with their friends and family. For example, a family that sends two money transfers a month, spending $60 would receive an average discount with AOL of $21, which basically pays for the Internet service ($23.90).
  
  
• Financial obstacles -- One of the main reasons why U.S. Hispanics are not getting online is the financial barriers or their perspective of the cost of computers. In AOL Latino’s campaign to promote the new AOL Optimized PC, the company communicated that the offering is affordable, yet a comprehensive system for only $299 plus the AOL service.

By empowering this growing demographic with the right tools, AOL Latino expects to bring more U.S. Hispanics online.

“Our overriding mission is to empower Hispanic families to bring a computer into their home and get Internet access," Struthers says. "According to the most recent AOL/Roper ASW U.S. Hispanic Cyberstudy released this spring, more than 70 percent of Hispanics feel that bringing a computer into the home will help in the development of their children’s education. With the launch of the AOL Optimized PC we continue to communicate our message of empowering Hispanics through education and special services, and by getting online they will impact their lives and the lives of their children.”

In its efforts to reach a diverse consumer base, America Online this fall will be combining three of its powerhouse brands -- Black Focus, Black Voices and Africana.com -- into one new online destination, called Black Voices, to provide the African American community with special programming, content and resources.

Elizabeth M. Lloyd is the director of corporate marketing for Netblue, Inc., an online direct marketing company based in Silicon Valley. Previously, Lloyd was the director of marketing for opt-in email provider, NetCreations, in New York City. Prior to NetCreations, Lloyd was responsible for the PR department of ValueClick, Inc.