Devices for children: a fine line for operators to tread

Devices for children: a fine line for operators to tread

Many developed markets now have penetration levels in excess of 100%, which means there are very few new customers that have not previously owned a mobile phone. This means the average first-time users in these markets are usually either of a much older generation or are very small children. This report explores the devices currently aimed at children under 12 years of age and discusses the implications for operators looking to sell services to this market segment.

Table of contents

Key messages for operators

Implications for operators when launching phones for small children

Health concerns
Access to inappropriate content
Monitoring of call usage
Positioning, marketing and pricing
Devices offered by MNOs

NTT DoCoMo – bringing 3G to children
Cingular and Rogers Wireless – the Firefly
Verizon – the MiGo
Mobilkom – B-Free Komix (Austria)
MVNOs targeting children

Bratz Mobile, US
Disney – UK and US
Operator-independent services

Eazytrack OWL device (UK)
Teddyfone (UK)
i-Kids – satellite navigation service (UK and the Netherlands)