Starlink Mini Launches in Mexico via Major Retail Partnerships

Starlink, the satellite internet service owned by Elon Musk's SpaceX, has expanded its presence in Mexico by securing agreements with major retailers, including Liverpool, Palacio de Hierro, Home Depot, and Office Depot. The partnerships will facilitate the distribution of the Starlink Mini, a compact satellite internet kit designed for direct-to-consumer sales.

Launched in Mexico in January, the Starlink Mini offers portable satellite internet connectivity that users can activate without technical assistance. Unlike other Starlink products, this version is aimed at broader consumer adoption, providing satellite-based internet access through a portable WiFi terminal. 

By partnering with retailers, Starlink seeks to strengthen its market position against competitors such as HughesNet, GlobalSat, and StarGroup. These providers have faced challenges since Starlink’s entry into the market due to its aggressive expansion and pricing strategy.

An anonymous industry source told Expansión that Starlink’s direct-to-consumer model could impact companies currently reselling its services. 

Despite the relatively high cost—exceeding MX$5,000 (US$244.80) per unit—Starlink's brand recognition and Musk’s influence have driven strong consumer interest. The company has also secured agreements with businesses and government entities. Telefónica México offers Starlink’s satellite services to retail and banking clients, while América Móvil explored a partnership before reconsidering after Musk’s public remarks about Carlos Slim. Meanwhile, the Mexican government maintains contracts with Starlink through CFE Telecomunicaciones e Internet para Todos.

In three years, Starlink has gained over 150,000 users in Mexico, according to data submitted to the Federal Telecommunications Institute (IFT). As of September 2023, Starlink held a 0.32% share of the satellite internet market, surpassing competitors like HughesNet, GlobalSat, and StarGroup.