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Square Targeting Latino Small Businesses

Square is actively attempting to recruit Latino users. Yesterday, the company rolled out Spanish language support and software – which includes Spanish-language customer support, Spanish on the packaging used on the card readers and a new website targeted toward Latino community.

“It’s inherently viewed as a risky, small market,” Ricardo Reyes, the executive in charge of the launch told the Financial Times. “We had to take this almost the way we would take a country launch.”

Reyes also noted that given that Latinos start and run small businesses at an unusually high rate, they are natural partners for Square.  Square’s main focus is working with businesses that want to take credit cards but are too small to work within traditional card networks.

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