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In the 23 years since Marcela Velasco Cámara joined Telcel as marketing head, the company has become far and away the biggest wireless carrier in Mexico, growing subscribers from one million in 1998 to more than 77 million today. Velasco Cámara has played a key role in that success, shaping Telcel’s story as a purveyor of fast-evolving technology that also is sensitive to customers’ needs, including those living in areas that didn’t have cell coverage. In addition to rallying consumers, Velasco Cámara has been instrumental in cultivating Telcel’s corporate clients, working in partnership with mobile brands including Nokia, Blackberry, Samsung, LG, Motorola and Microsoft.
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