Movida, a new pre-paid cell phone service for the US targeting the Hispanic community is launching in South Florida this week. Rolling out to most of the nation next month, Movida executive’s say that they are on track to have 150,000 customers by the end of the year.

The Movida website states that “En Movida, el español es nuestro primer idioma.” With rates of 20 cents a minute to anywhere in the US or Puerto Rico, 25 cents to anywhere in Mexico and other “competitive” Latin American rates, Movida has cleared defined their target market.

From the article:

“Hispanics are looking for cultural affinity. Thirty percent of the customers who call our call center in Buenos Aires speak in English, but they still have the affinity with being Hispanic.”