J.Lo Teams Up With Verizon Wireless, Says the Latino Market is "Underserved"

Jennifer Lopez is teaming up with Verizon Wireless to launch a new mobile brand, including retail stores, aimed at the fast-growing Latino population. The Puerto Rican mogul announced details about her new business venture named Viva Móvil on Wednesday.

During the CTIA wireless industry trade show in Las Vegas the 43-year-old star confirmed that she would act as the majority owner and chief creative officer of the company. “I have a drive to create things and create things that matter and change the world. That’s the basis for why I am artist and it’s not any different in my entrepreneurial ventures,” she said during the conference.

Viva Móvil will offer cell phones, service plans and accessories through a national in-store and online shopping experience customized to the preferences of bilingual and bicultural Latinos in the U.S.

Lopez added, “I didn’t go into wireless because I think that’s where the future is; it’s not something I specifically targeted. I came from this from a creative standpoint, thinking about how the business could cater to a Latino market, which I feel, has been underserved. This is my way of empowering the Latino community.”