Test-driving the kids' Firefly phone

FireflyI managed to spend some time with upstart children's phone maker Firefly while at the CTIA 2005 show in New Orleans. The Firefly, as we reported earlier, is a small mobile phone that is designed for kids ages 8 through 12. The handset is currently available in GSM form only, but the company is already working on a CDMA version.

I spoke with Firefly about what they perceive their market to be, and how much potential it offers them. They said that they have done a number of studies with focus groups of 8 to 12 year old kids and their parents (seperately) to help determine what the kids and parents feel they want from a phone, and also how they would respond to a more kid-specific device.

Firefly's studies showed that 90% of the kids in the 8 to 12 demographic had no mobile phone, which should be no surprise. Of the 10% that did have one, most lived in families with more permissive parents, and their having a mobile phone had little to do with financials. Younger children in a large family were also more likely to have their own phone at a young age (ie. "How come John gets a phone, but I don't?"). Firefly also reported that 85% of the phones bought for children were purchased by mothers.

12% of the parents asked said that they expected to get a phone for their 8 to 12 year old "in the next 12 months". When presented with the kid specific Firefly, which has not only limited call making and receiving capabilities, but is also available on a prepaid plan, 36% of the parents polled said they would buy within the next 12 months.

As one might expect, 73% of the parents polled expressed a preference for pre-paid plans for their children. Currently, none of the major networks allow for the mixing and matching of normal post-pay with pre-paid plans. The benefits of a pre-paid plan should be obvious; you don't have to worry about Junior wracking up a $300 phone bill in one month - when he burns up his minutes, he simply can't call anymore. Firefly is also working with Carriers to ensure that kids will be able to add to their pre-paid plans in small denominations, such as $10. That way Junior can buy his own call-time cards while working on a paper route or mowing lawns, something that might be harder if the minimal purchase size was $50, or even $25.

Though Firefly is not currently persuing this channel, I personally can see a market for seniors and other adults that just don't want to be bothered with all of the expense and complexity of normal phones. While they might not want a device exactly like the Firefly, with its myriad of blinking LEDs and wild colors and parental controls, the simple interface and prepaid nature would appeal to many - my mother included. I can also see how it might just become "cool" for older kids in school to make use of a Firefly, since it is very small and light, as well as inexpensive.

For its part, the phone itself is very cool. It was a breeze to use, and certainly was entertaining to look at. Swapping the stock blue cover out for a green or clear unit was a 15 second process, and the glow-in-the-dark rubber cover is sure to be a hit with some kids.

We hope to offer up a full review of the Firefly in the near future. Stay tuned. For now, you'll find a gallery of live photos of the Firefly on the following page.

 

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