September 02, 2010 09:00 ET

LiveOps Executive Elected Chairman of the ERA U.S. Hispanic Council

Company Brings Expertise and Best Practices to the Direct Response Hispanic Market

SANTA CLARA, CA--(Marketwire - September 2, 2010) -  In a move that extends the company's Hispanic market leadership, LiveOps announced today that John Antezana, LiveOps Account Management, has been elected by the Electronic Retailing Association's U.S. Hispanic Council to act as the official Chairman of the council.

The Electronic Retailing Association's U.S. Hispanic Council provides a forum for U.S. Hispanic Direct Response advertising and marketing professionals to network, interact and exchange ideas. The council was created to enable leaders from across the industry to join together and create awareness for the steadily expanding and increasingly important Hispanic market.

John Antezana has spent the last eight years spearheading LiveOps' Hispanic Direct Response business and helping to foster relationships between LiveOps and its customers interested in establishing business ties in this fast-growing segment of the consumer Direct Response market. For the past five years, Antezana has been an active member of the ERA U.S. Hispanic Council. In his new role as Chairman of the ERA U.S. Hispanic Council, he will be responsible for actively recruiting new members, managing and planning ERA industry events, leading council meetings and bringing new topics to the table for discussion.

U.S. Hispanic Market is the Next Big Frontier for Direct Response
Today, the U.S. Hispanic demographic is the single largest ethnic minority in America, comprising 15.8% of the nation's total population. And the growth doesn't stop there. The Hispanic market -- which represents one in every seven U.S. residents -- is projected to expand at least 1 million per year. Furthermore, the U.S. Census Bureau predicts that the U.S. Hispanic purchasing power growth rate will reach more than $1 trillion by 2011. The steady growth of the Hispanic market coupled with an increase in purchasing power presents an immense opportunity to rapidly increase campaign revenue for Direct Response companies.

Today, the Hispanic market is the "next big frontier" for Direct Response, and tapping this influential group continues to be a critical objective for companies. "In just the past few years, the Hispanic demographic has experienced both incredible population growth and increased purchasing power, making it an undoubtedly vital marketing segment for customers," said Matthew Fisher, LiveOps SVP and GM of Direct Response. "John's appointment to Chairman of the ERA U.S. Hispanic Council affirms LiveOps' commitment to the Hispanic market and our efforts to offer a reliable solution that our Direct Response customers can utilize to tap this valuable and expanding demographic."

With Listen Up Espanol, Company Builds Momentum and Growth for Hispanic Direct Response
LiveOps was one of the first call center solutions to address these trends and truly champion the use of Hispanic Direct Response. In 2007, the company formed a relationship with Listen Up Espanol to offer a fully-functional Spanish-speaking teleservices solution combining LiveOps' contact center cloud technology and U.S.-based operations with Listen Up Espanol's large scale, Mexican-based contact center and regional expertise, together leveraging a large base of Spanish-speaking independent home agents. With access to over 1,000 Spanish-speaking agents, the companies handle over 60% of the calls for the largest Spanish-language Direct Response advertisements and infomercials on television and deliver an average increase of 15 to 30% more revenue per campaign than competitive offerings.

In addition, LiveOps is an avid player and supporter in the ERA U.S. Hispanic Council, actively researching key players in the Hispanic market, demographic potential, ROI and technical feasibility. This involvement has proved LiveOps as a trusted service provider for Hispanic Direct Response, and Antezana's appointment signals yet additional momentum and focus by the company in this space.

Supporting Resources

Meet LiveOps at ERA D2C Show
Join LiveOps executives at ERA D2C show in Las Vegas, September 21-23, 2010. LiveOps will be exhibiting in Booth #800.

About LiveOps, Inc.
LiveOps is revolutionizing the world of work. The company offers innovative solutions aimed at solving technology and workforce needs for today's businesses. LiveOps' "Contact Center Cloud" is the award-winning technology platform that enables companies to enhance their consumer experience while achieving measurable operational efficiencies. Based on this same cloud-based platform, LiveOps offers "Workforce Cloud," the largest marketplace for call center workers, uniting more than 20,000 independent agents with companies in a wide range of industries including financial, health, insurance, retail, marketing and media. The company has created an environment where work and talent are unconstrained by geographical boundaries, and the right people are engaged in the right work at the right time. The company has been recognized by business and government organizations for its technology, innovative business model and visionary leadership team. LiveOps is headquartered in Santa Clara, California.

About the Electronic Retailing Association
Representing a more than $300 billion market, the Electronic Retailing Association (ERA) is the only trade association in the U.S. and internationally that represents leaders of the direct-to-consumer marketplace, which includes members that maximize revenues through electronic retailing on television, online and on radio. ERA strives to protect the regulatory and legislative climate of direct response while ensuring a favorable landscape that enhances e-retailers' ability to bring quality products and services to the consumer. ERA members include some of the industry's most prominent retail merchants, including Allstar Products Group, Discovery Communications, Gaiam, Guthy-Renker Corporation, HSN, Oak Lawn Marketing, Telebrands, ShopNBC and Thane. For more information about ERA, please visit