Sprint has set up a new business unit to serve the Hispanic market and appointed an executive from TIM Brasil to lead it.
The telco on Monday announced that it has created the new unit to enable it to target the 54 million-strong Hispanic population in the U.S.
Roger Solé joins the U.S. telco as senior vice president for the Hispanic market and SVP of innovation. He will also serve as president of Sprint Puerto Rico, and Puerto Rico will become the "hub for Sprint’s Latin creativity and innovation," the telco said.
Solé spent the past close to four years as chief marketing officer at TIM Brasil, and in total spent six years with the Brazilian mobile operator. He previously held a marketing role at rival operator Vivo.
"Sprint is committed to being a market leader in the Hispanic segment," Sprint CEO Marcel Claure said. "Attracting world-class talent like Roger to lead this newly created business unit shows our commitment to this effort."
Claure went on to describe Solé as "one of the industry’s leading innovators," pointing to his experience at TIM and Vivo.
"As we face more saturation in the marketplace, innovation will set us apart," he said.
According to Sprint, the Hispanic population in the U.S. has hefty mobile data usage and a combined buying power of $1.2 trillion.
