LAS VEGAS -- CTIA --Jennifer Lopez was the undoubted star of the show here Wednesday as she unveiled Viva Movil a new mobile brand, aimed at Latinos, that will run over the Verizon Wireless network.
The premise of Viva Movil is simple, Lopez explained from the stage. Latinos are the fastest growing segment of the American population and have "$1.2 trillion" in spending power.
Lopez is main investor and describes herself as "chief creative officer" for the brand. She has helped designed stores for Viva -- the first of which will open in NYC in June -- and a line of accessories. Users can also buy from a Web store.
Verizon COO Marni Walden was on hand to talk up the operator's 497 LTE market network. Viva Movil devices will run over 4G and 3G. Verizon, however, isn't taking a stake in the company.