Just as US MVNOs look like they are running into a dead-end with content-brand centered launches (ESPN), or age-segmented strategies (Amp'd), the hot new trend seems to be operators targeting ethnic groups. Helio probably started it by trying to appeal to Korean-Americans. Now Red Pocket Mobile is attempting the same with Chinese-Americans.

The strategy includes offering cheaper calls to Asia (15 cents a minute, same as domestic calls, according to Engadget Mobile). It also includes a first in the US - a retail Chinese-language version of the Motorola RAZR V3.

Cisneros Group launched Movida, an MVNO running over Sprint's network, last year in a bid to appeal to hispanic-Americans.