real advantages, since none of the incumbent carriers have service provider. The model VT1005, for example, is for use taken a lead in providing such services.” with Vonage’s service. You’ll see that model continuing at

Those without Internet broadband connections can still least though 2006, because many times these products are become DigiLinea clients and take advantage of their rates tied to specific features of a particular service provider. The of US$0.10 a minute to all of Latin America, and US$0.035 VT1000 family that is going through retail now with Vonage to the US, Puerto Rico, and Canada from their home, office is for the masses. It’ll find its way not just into the main elec-or cell phone. tronics stores but also big retailers such as Wal-Mart, because

“This market’s usage patterns are quite high,” says Keough. it’s all about broadening the audience.”

“Hispanics are 72 percent more likely to spend more than “Website advertising and word-of-mouth is important to 100 US dollars a month on long distance. About 50 percent spread the word about these types of products and services,” of all international calls outbound from the US are to Latin says Walker, “but selling them through electronics stores and America. Hispanics have been early adopters of leading edge broad retailers becomes paramount to reach the widest audi-voice technology provided there’s an economic benefit.” ence. As you broaden your reach, VoIP becomes more acces-

“Getting to these customers is much different than in the sible because consumers can understand it better as opposed American market,” says Keough. “In fact, there’s no single to something positioned for the high end market or techno-Hispanic market; it’s fragmented among many specific coun- geek. Once a product hits the Wal-Marts of the world it sits tries. There are nuances between, say, the Guatemalan and alongside cordless phones and other familiar items. Some Peruvian markets. It’s somewhat complex, especially if you nice point-of-presence displays and in-store demonstrations have to ship equipment to foreign countries.” can make the technology even more accessible.”

“The VT2000 line will go to retail too and there will be Riding on the Coattails of… products that include multiport routers and wireless routing capability. Other products will focus on cable operators and

The Motorola VT1000 and VT2000 series of voice gateways their VoIP offerings. Of course, the cable MSOs refer to VoIP should be available in retail stores by the time you read this. as ‘digital voice’. Products currently sold to the MSOs will The gateways will also be sold on Vonage Direct. also move through retail channels. I’m thinking here of the

Motorola’s Jeff Walker, senior director of marketing, con- MSB 5220 and 5120 that have an embedded voice gateway nected home solutions, says: “The key element for us is really along with a cable modem and battery backup capabilities.” V a partnership approach. Motorola just doesn’t decide to dump these voice devices into the retail channel irrespective of the Richard Grigonis can be reached at rgrigonis@vonmag.com.