Jennifer Lopez and Verizon's Viva Movil Selects YaSabe App.
Though the Las Vegas CTIA 2013 all-mobile show didn't reflect its usual brilliance (companies are changing strategies and some of the best and brightest were occupied preparing their own launches) to deliver crazy accessories and sparkling emerging tech, there was a stunning presentation.
No, Verizon did not present its version of the HTC One during its CTIA PR event. Instead, they created a splash by presenting their initiative with superstar Jennifer Lopez, Viva Movil and Viva Movil cell phone stores.
Viva Movil is a chain of mobile retail stores targeting the U.S.' Spanish-speaking demographic, Verizon has negotiated an exclusive with Viva Movil stores which will not deal with any of the other carriers. Verizon will also provide the attendant services to their customers. Lopez is Viva Movil's chief creative officer. She holds the majority stake in the endeavor which Verizon is hoping will trump its competitors using its partnership with Lopez to address the needs of the modern Latino.
Lopez has been active in making things happen. Today it was announced that she selected via Viva Movil the YaSabe Mobile App. The app is a provider of local information. Under the agreement Verizon Wireless' Viva Móvil will help to promote and distribute YaSabe local search applications to its subscribers. In exchange, YaSabe will market Viva Móvil's new retail locations and wireless services to Hispanic consumers searching online.
Geared for Hispanic consumers, YaSabe locates and provides searches of area businesses and their special offers. Around 40% of YaSabe's use comes from Hispanic consumers making queries on their mobile devices. The vast majority of this traffic comes from the top-10 Hispanic cities.
Lopez said during the press conference for Viva Movil at CTIA 2013 that this was the time for Latinos. She repeated that they make up 56% of the growth in the US population. Certainly, Verizon is happy to capture whatever it can of the Latino market share of mobile users. They are connecting like never before and as consumers want to be recognized. It's about giving Latinos a customized shopping experience that's great for them and great for the rest of the population, another spokesperson mentioned.