While most wireless companies are looking toward consolidation in the one-way paging market, Scout Electromedia is looking toward overlooked markets to broaden its appeal.
Scout Electromedia, a term the company says combines media content and product design, touts the company’s mission as “dedicated to the creation of wireless lifestyle devices for the active consumer.”
“Scout is focused on the delivery of product experiences that satisfy consumers’ wants and needs,” explained Cynthia Spence, chief marketing officer of Scout. “Our goal for the consumer is a wireless experience that charms rather than annoys. By fusing the worlds of fashion, media and technology into dedicated lifestyle devices, we are creating engaging product personalities.”
The engaging product, code-named MODO, is the size of an average cell phone, but instead of a two-way device filled with buttons and plastic, MODO will be almost all screen with only a few token buttons and technology based on Motorola Inc.’s FLEX one-way paging service.
MODO will provide a stream of information to the consumer about what’s happening in their local cities, including information and recommendations on shopping, dining, arts and entertainment.
Differentiating itself from a basic city search, Scout will provide a unique editorial voice with offices in each city in which service is offered.
In an attempt to reach its core target audience of 18- to 34-year-old urbanites, Scout plans to market the device in what it calls “lifestyle” stores, such as Starbucks and Tower Records.
“We decided to be consumer-based, and not focused on the wireless marketplace,” explained Spence.
MODO is scheduled to make its first appearance in New York, Los Angeles and San Francisco in June. Other large cities will be added throughout the year.
With a price targeted at less than $100 and no activation or monthly fees required, Scout sees MODO as the anti-technology technology “Gen-Xers” are looking for and a way to change the one-way wireless market.
