Notes

San Diego-based Gateway Inc. said it will provide dedicated customer service representatives on a special toll-free telephone line to help Spanish-speaking customers buy personal computers. The company will build PCs configured for Latino users, including a Spanish-language keyboard. Certain software programs, including Microsoft Works and Office, will also be available. Gateway Country Stores in markets with concentrations of Latino buyers will also offer bilingual sales help. Gateway plans to spend a relatively small $2.5 million to advertise the products to Spanish-speaking communities through the end of the year. The campaign includes ads on Spanish-language TV station Telemundo and radio stations. Compaq Computer Corp., based in Houston, offers Spanish-speaking tech support but hasn’t appealed to Latinos in marketing or sales efforts.