HP and tech's Go After Hispanic Small Business

The Numbers: Growth Potential: --Hispanic-owned businesses today: 2 million --Projected number by 2010: 8 million

IT Market: --Information technology market for small- to medium-sized businesses in the U.S.: $145.6 billion. --Hispanic-owned business share: $14.8 billion Breakdown: Hardware: 39 percent; Software: 24 percent; Services: 37 percent

--80 percent of revenues from Hispanic-owned firms are generated in Florida, California, Texas and New York.

HP (Hewlett-Packard) believes a more personal touch is necessary to capture and hold on to the Hispanic market. I agree, with the emphasis that the English and Spanish speaking markets are a bit different, Spanish speakers needing more of a relationship then English ones. There are roughly two million small- and medium-size Hispanic-owned businesses in the United States, according to HispanTelligence, a market research firm hired by HP to study trends. Those companies generate about $270 billion in sales per year.

"More than 50 percent of those businesses are expected to invest more in technology in 2005 than they did last year," said Marcilio, who is based in Houston.

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