CES 2010: What's Next For Mobile's Black And Latino Customers?

Blacks and Latinos consistently out-index other demographics in mobile usage, payment and features.
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New year, new media! And nowhere does this seem more apparent than at the annual Consumer Electronics Show (CES) in Las Vegas. I haven't been able to get as deep into this show nor stay as long as I would certainly like. But I've been here long enough to get a read on a few mobile/digital trends and how they will affect the segments which consistently out-index in mobile usage, payment and features: Blacks and Latinos. (And, conversely, how these segments will affect the business of these mobile trends themselves.)

Given the growing numbers of this demographic -- even with the projected under-count of the 2010 Census, statistics show that the U.S. is racing toward a reverse minority -- it would seem that such analysis and consideration is vital for strong business. Fact is, the power of this Invisible Digital Man will continue to become more and more undeniable, and I find the ripple effect wonderfully intriguing.

As the talk of mobile flat rate permeates the CES air, this will undoubtedly make mobile voice and data even more accessible to people of color. A friend commented to me that even though carriers such as MetroPCS were considered "less-than", carriers like these and Cricket may just be starting to have the last laugh as their subscriber base expands. And as the pre-paid broadband concept continues to spread across all levels of wireless carrier, this will mean even more people of color will access the Internet and social networks in unprecedented numbers from their phones.

But are brands and developers ready for these numbers?

Greater content which reflects this demo's sensibilities will be demanded. Are new entrepreneurs ready to take advantage of this opportunity with innovative positioning? In turn, will VC's and Angels who are finally focusing on digital start to wake up and specifically seek out and support tech entrepreneurs of color, recognizing that it's a gold-mine? Will carriers finally begin to do deals with smaller though relevant content developers of color who will offer something special so that the former can differentiate their services? With pressure to sell in a more organic way to such a demo via mobile, will brands begin to seek out micro-experts of social media/mobile marketing and face the fact that this demo -- which was actually first to give close-ups to cell phones and pagers back in the day in music video -- just might be far beyond what the detached mainstream person thinks is cool?

Finally, will digital entrepreneurs of color be quick and savvy enough to accomplish what their print media forefathers were never quite been able to do: level the playing field in (mobile) ad dollars to create a competitive and sustainable business?

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