AUSTIN, Texas – Spanish multinational Terra, an affiliate of Grupo Telefonica, plans to diversify its content in the coming years, as well as adapt its Internet portals to mobile devices, which are ever more in demand.
Discussing the firm’s plans with Efe was the general director of Terra, Brazilian Paul Castro, who was in Austin, Texas, to take part in a company meeting to outline the Terra 2025 project, which is aimed at establishing the firm’s strategy for the next decade.
“Many human activities are beginning now to have a much stronger contribution from new technological and Internet development: health, transportation, education. For us, it’s very important to get into those areas,” Castro said.
Terra, which operates in 18 countries including Spain, the United States and many Latin American nations, presently enjoys great strength in sports, entertainment, music and news with a monthly audience exceeding 100 million people.
“It’s important to look at where we are today, to look at the changes in society and technology and finally to forecast what we need to do to continue having a presence and developing new business,” Castro said.
Apart from diversifying its content, the company is now focused on one of its strengths, sports, covering soccer’s Copa America, to be played between June 11 and July 4 in Chile, the Pan-American Games in Toronto in July and the Olympic Games in Rio de Janeiro next year.
“These games are an opportunity for us to grow, not only in Brazil, but in the rest of the markets,” Castro said.
Besides consolidating itself in the current market and expanding supply, Castro said that the challenge for the company is to continue adapting content to mobile devices to satisfy an audience that is moving at a frenetic pace to smartphones and tablets.
“Half the users already consult Terra via mobile devices or tablets. If we compare that with the London Olympic Games in 2012, when the level of penetration of mobiles didn’t reach 20 percent, we have a big change in a little less than three years,” he said.
It is a trend that Castro said enables him to say that, by the end of the year, “the majority of the audience will come from mobiles.”