Marcelo Claure became the CEO of Sprint earlier this month and now plans on targeting the Hispanic demographic.

According to Fox News Latino, Claure is the son of a Bolivian diplomat who came to the United States during the '90s. He takes pride in being one of the few Hispanic CEOs of a massive company in the U.S. (Sprint is the third biggest wireless company in the U.S., falling behind Verizon and AT&T.)

"It is definitely an honor," Claure said. "Now, being a Hispanic CEO I think it should be appealing to the millions of Hispanics attending college and have high aspirations into continuing to grow the Latino presence in the Fortune 500 environment."

Last week, Sprint unveiled its new family plan. It includes up to 10 lines, unlimited talk and text and 20 GB of shared data for $100 a month. The plan offers around two times the data of its competitors at about $60 less monthly, according to FNL.

In addition, last week Sprint announced its $60 unlimited talk, text and data individual plan. It is $20 less than the T-Mobile counterpart; neither Verizon nor AT&T offer equivalent plans.

According to Claure, recent days at Sprint have been "hectic," but he still plans on making sure the company succeeds to "get back to the basics."

"In the short term, we have to make sure we are bringing value back to the American consumer," he explained. "Our long-term place, while other carriers are basically limiting the amount of data you have and are cutting or eliminating unlimited plans, we want customers to come because we have a product which is unlimited and we were able to offer it and provide good service."

Claure's ideas particularly target Hispanics. A 2012 report found that Hispanics were more likely than the general public to surf the web "via a mobile device, with more Hispanics owning an iPhone than the general population (27% vs. 20%), an Android (34% vs. 26%), or an iPad tablet (21% vs. 16%)" and use cell phones for texting and social media.

"Therefore, if you can offer an unlimited offering it's definitely appealing to the Latino community," Claure said. "Our plans, they are right at the Latino community. We believe that we know the Hispanic community, and we are going to market to them the way that we do with a differentiated offering. ... All you can see is in the numbers. They are by far the highest population entering the workplace, and I look forward to helping build that."

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Follow Scharon Harding on Twitter: @ScharHar.

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