.UNO to Help Marketers and Companies Directly Reach the Hispanic Consumer More Simply

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Dot Latin, LLC enters into agreement with ICANN for the operation of .UNO.

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".UNO will be the first new gTLD to launch that will globally connect and unite Hispanic and Latino communities, businesses, individuals and consumers in support of a bicultural and bilingual Internet,” states Shaul Jolles, CEO of Dot Latin.

Latinos, both in the U.S. and abroad, can soon look forward to a more friendly and relevant Internet. Dot Latin LLC announced Wednesday, September 11, that it had formally entered into an agreement with the Internet Corporation for Assigned Names and Numbers (ICANN) for the registry operation of .UNO, a new generic top-level domain (gTLD) specifically designed for businesses that want to provide information, products, and services directly to the Spanish-speaking marketplace.

“.UNO will be the first new gTLD to launch that will globally connect and unite Hispanic and Latino communities, businesses, individuals and consumers in support of a bicultural and bilingual Internet,” states Shaul Jolles, CEO of Dot Latin. “.UNO will be an integral piece in the expansion of the Internet that will bring new opportunities and unlimited possibilities to the marketplace.”

According to Pew Research Hispanic Trends Project, March 3, 2013, gains in the share of Latinos going online in the U.S. have been largely driven by growing shares of foreign-born Latinos and Spanish-dominant Latinos. Since 2009, Internet use rates among these groups increased 18 percentage points and 27 percentage points respectively.

“We know there is a digital divide that continues to grow among Hispanics. Here in the U.S. English-dominant Hispanics and native-born Hispanics are more likely to go online than Spanish-dominant and foreign-born according to research we’ve found. Of the Hispanic media channels out there such as TV, radio, and print, the Internet ranks last for the Spanish-language dominant individual in terms of where they consume media. We want to change that. We want to make .UNO the number one domain choice for companies and organizations who want to reach the Spanish speaking population,” Jolles said.

According to an article published in Adweek, May 6, 2013, Hispanics are the Most Digitally Savvy Group. The Hispanic market has been described as a marketer’s dream because they are digitally savvy, young and socially connected. They are very tech-forward. From a language perspective, the last Census reported that seventy-five percent of today’s Hispanics choose to speak Spanish at home. This validates the need for .UNO.

“.UNO is the first step toward allowing sites to instantly be recognized by businesses and consumers looking for bilingual content and information that is culturally relevant. We’ll also have many resources, history and reference materials available in Spanish. .UNO will become the Spanish language Internet,” states Desiree Boxberger, Vice President of Operations, Policy and Compliance for Dot Latin LLC, the .UNO Registry. “We all know that, up to this point, most consumers, regardless of their language or culture, have relied on the “.COM” sites to search and interact within the online world. The key similarity between “.COM” and “.UNO” is that we’re three simple letters. The big difference will be the Spanish language and cultural relevance and we know that the Hispanic community will appreciate and embrace these differences.”

The agreement between ICANN and Dot Latin LLC is a monumental step toward expanding new gTLD offerings and the Internet as a whole. Dot Latin LLC is anticipating that .UNO will be available to the public, through ICANN Accredited Registrars, in late January 2014.

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Founded in 2011, DOT Latin LLC was formed with the sole mission of providing services that actively support and improve the online experience for Spanish-speaking populations, worldwide. Through their creation and introduction of the .UNO gTLD, DOT Latin LLC provides businesses with a unique consumer relationship building opportunity by creating association through common language and cultural differentiation while fostering increased consumer confidence from Latino/Hispanic consumers all over the globe. For more information about DOT Latin LLC, or to find out how you can become a registrar for the .UNO gTLD, visit http://www.unodominio.com.

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Shaul Jolles
Dot Latin LLC
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