Cingular Wireless L.L.C. announced it will sell a new phone aimed at children. The carrier picked up Firefly Mobile Inc.’s Firefly phone, which Firefly has been selling through retail outlets and its Web site. Cingular said it will sell the phone for $50 with a two-year contract, and will sell service for $10 per month as part of its FamilyTalk plan.
“From ballet class to soccer practice to piano lessons, children are increasingly engaged in activities outside of the home and school,” said David Garver, executive director of segment marketing and sponsorships for Cingular. “We’re excited to offer a device that is designed with parents and, especially, their kids in mind. With the Firefly phone, parents can easily control their kids’ calling activity, while kids can enjoy the cool look and feel of the device and stay connected to friends and parents while on the go.”
Cingular’s announcement marks the first time a nationwide wireless carrier will specifically target children as young as 8 years old. However, the device falls into a larger trend as wireless carriers work to expand their markets with devices targeted at older users, business travelers, teens and other demographic segments.
Firefly’s phone replaces the standard 10-key phone layout with five buttons that can directly dial a child’s mom or dad (the mom button features a stick figure with a dress) as well as an optional 22 additional preselected numbers. Parents will be able to control the use of the phone; for instance, they can ensure the phone will receive calls from only a select set of numbers. The phone is about twice the size of a cigarette lighter, weights 2 ounces and is built by Solectron Corp. The phone does not support data functions.
“Parents asked us for a variety of calling plans for their Firefly phones and we are delighted that Cingular, the nation’s largest wireless carrier, is bringing the Firefly phone and a choice of plans to its customers,” said Fred Bullock, Firefly’s chief marketing officer. “Cingular, like Firefly Mobile, recognizes that parents are searching for a mobile phone explicitly designed for kids ages 12 and under that suits an individual’s parenting style and is fun for kids to use.”
When it was launched earlier this year, the Firefly phone used Cingular’s network.
Cingular and Firefly are not the only companies selling phones to children. Enfora L.P., Wherify Wireless Inc. and, according to documents filed with the Federal Communications Commission, LG Electronics Co. Ltd. also have plans to sell phones designed for children.
