J Lo Bringing Latino Consumers To Verizon

Actress and singer, Jennifer Lopez will serve as chief creative officer of Viva Movil and be a majority owner in the brand. The deal follows a recent move to also become chief creative officer at Nuvo TV, an English language TV network for Latinos. The aim is to sell Verizon phones and services to Latinos.

The first of 15 stores will open in New York on June 15th, followed by stores in Los Angeles and Miami. Lopez says she’s hoping the stores will have a bilingual staff and provide a “culturally relevant shopping experience.”

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“As modern Latinos we do things differently, including how we shop for mobile devices,” Lopez said in a press conference from the CTIA Wireless Show, in Las Vegas, on Wednesday.

Viva Movil will be an authorized Verizon reseller, with the same prices and plans as regular Verizon stores.

Lopez told the Los Angeles Times she wanted to create a Latino-oriented wireless experience built in an “organic and natural and honest way.”

With an estimated 75% of Latinos in the U.S. owning smartphones. But the direct marketing of cell phone service to Latinos has not been a winning formula so far in the U.S. One company targeting Spanish speakers, Movida Communications, raised $40 million in 2007 and filed for bankruptcy the following year.