Terra, by contrast, tended to develop content itself after acquiring local companies
to acquire local expertise. This strategy followed from Telef6nica's original strategy
of creating an Internet presence in different Latin American countries by purchasing
local ISPs or content companies. In some cases, Terra also used exclusive
contracts to outsource content development, but it never cobranded content. In general,
Terra sought control and ownership. The advantages of Terra's approach are the
following: