T-Mobile and Univision recently launched the Latino-specific wireless service plan, Univision Mobile, and while it's still just kicking off, it seems the plan has found success among the Latino community. Latin Post caught up with T-Mobile senior marketing manager Gustavo Pena and Univision senior vice president at enterprise development Ignacio Meyer over the phone to discuss why the two companies joined forces for Univision Mobile.

Univision Mobile launched May 19 through T-Mobile stores and Wal-Mart and, although both companies are hesitant to release preliminary sales data, both Pena and Meyer mentioned that initial reception had exceeded expectations. Univision Mobile offers exclusive Univision content to users along with certain T-Mobile features such as international calling. 

Pena and Meyer also explained that Univision Mobile is more than a "marketing gimmick," and that it instead represents the collaboration and natural synthesis between two like-minded companies that are heavily invested in the Latino sphere.

We asked T-Mobile and Univision why they decided to work with each other.

"First and foremost T-Mobile is invested heavily in the Hispanic space already. They're a long-time partner of Univision across a lot of fronts. We clearly identified there was an opportunity to provide a service that best satisfied the U.S. Hispanic in a unique way," Meyer said.

"They [T-Mobile] understood that it was about going out into the marketplace and be willing to speak to consumers about what they needed uniquely. It was their appetite to partner in building that product and their existing team successfully building a partner brands with third parties."

Pena, on the other hand, pointed towards Univision's brand loyalty as a major factor for pursuing a joint mobile partnership. He mentioned that Univision came out on top of a T-Mobile survey asking which company would Latinos trust to provide a wireless service.

"We chose Univision because Univision is the No. 1 Hispanic brand and the No. 1 entertainment source on TV and also in digital. They're also the highest rated Spanish language website," Pena said. "We know that, but beyond that it's the trust. It is the brand."

"This is what really caught our attention: that they are a highly trusted brand," Pena continued.  

"A good number of Hispanics in the United States actually rely on Univision not only as their source for sports and entertainment and content, but Univision as a consulting point for how to get kids through school, how to get a mortgage, how to find an immigration attorney, how to get insurance. That high reliability and trust and the constant obligation to the Hispanic community for many decades is what caught our attention."

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