J Lo partners with Verizon to launch Viva Movil, a Latino-focused retail chain

Today at CTIA 2013, Verizon announced an exclusive partnership with Jennifer Lopez to create a mobile company catered to the Latino market. Called Viva Movil, the new entity will be headed by Lopez and boasts Big Red, Brightstar and Moorehead Communications as partners. The idea behind this venture is to offer an enriched customer retail experience with specialized stores that feature device demos, dedicated play areas for children, bilingual staff and online options will be available on the company's site, which went live today. Since Verizon is the exclusive wireless partner, it's a safe bet that we'll see devices that are branded to the carrier, albeit with a different marketing approach. As majority stakeholder and "kind of the Chief Creative Officer," J Lo has a large amount of interest in the company's success; in fact, the A-list celeb is sweetening the launch with her own exclusive line of smartphone accessories. The first store is slated to open mid-June, with more coming before the end of the year in other densely-populated Latino areas.