This is exactly why Viva targeting the Latino markets is substantial.
Growth and competition will be greatly increased in US market place. This makes it much more challenging for a company such as Viva to become a driving force.
Take these efforts to an emerging market that has yet to see the growth like the US has experienced and your opportunity is much greater at a lower cost.
As Viva takes on more subscribers it will become it's own perpetual marketing tool here in the US, Central America and Mexico as well.
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