Microsoft is by no means shy of targeting specific consumer segments, and the Latino community in the United States is of a consistent enough size to attract the company's attention. MSN Latino Mobile is the latest initiative coming from the software giant aimed at making its MSN portal available to U.S.-based Hispanics. The San Diego annual conference of the National Council of La Raza's was the stage where Microsoft introduced the new mobile service.

According to Microsoft, Hispanics are always one step further in terms of the pace of technology adoption compared with U.S. African-Americans and Caucasians. This is why MSN Latino Mobile is designed to fill a gap in the technology available specifically to the Hispanic community in the U.S.

"We are committed to provide U.S. Hispanics with the right tools and solutions in their language of preference, and through content that resonates with their culture and their interests. MSN Latino Mobile joins the group of products and services that Microsoft offers to Hispanics in the U.S. to help them stay connected with their communities and the rest of the world," said José Piñero, director of Multicultural Marketing at Microsoft.

Through MSN Latino Mobile, Hispanic users will be able to access customized versions of Windows Live Messenger, Live Search, Windows Live Spaces, and Windows Hotmail. However, Microsoft is also delivering content specific to the MSN portal, including news, videos, as well as financial, weather, and entertainment information.

"Besides MSN Latino Mobile, Microsoft has other products and initiatives that have been specifically designed for the U.S. Hispanic market. They include Microsoft Office Spanish Language Pack, Microsoft Office Accounting Spanish version, Microsoft Office Live Workspaces in Spanish, Wisin & Yandel Custom Edition Zune, the MSN Latino portal and 'Vida Digital Latina,' a seminar series to bring technology knowledge to the U.S. Hispanic community," Microsoft added.