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Devices for children: a fine line for operators to treadProduct Type: Market Research ReportPublished by: Ovum Plc Published: July 2006 Product Code: R464-282 Description 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 operatorsImplications 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) |
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