Children: the final frontier for call phones

Firefly, LG Migo, Disney and others started making cell phones for children. They designed them with the traditional keyboard that are suitable for smaller hands. Figure 2 provides two examples of those phones. They also offered calling plans that are appropriate for the use of children. But children were not interested in the kiddie-looking cell phones. Instead, they preferred adult cell phones. They “don’t want what we call “fisher price” phones. They want the real deal, with the camera and the QWERTY keyboard for text messaging” said a Verizon Wireless spokesman. (Solomon 2011) When cell phone companies realized that kids nowadays are hunting for “what’s cool”, they acted accordingly. Companies now have smartphones for children, with the camera and the QWERTY keyboard.
Because a family with children has different needs than the average family, cell phone companies offer fitting family services with features that address the needs of children as well as for their parents. Cell phone companies offer parental control packages to control their children’s cell phone use. The packages include services that allows parents to control the date and time their children are allowed to use their phone. In addition, The Global Positioning System technology allows parents to locate their children when they are unable to call them. George Grobar, who is the senior vice president and general manager of Disney Mobile stated on the Disney Mobile website “We built a complete mobile experience that is specifically designed to meet their needs and is uniquely Disney from end-to-end. Disney Mobile will allow parents to manage their family's phone use and help teach kids responsible.” (Disney 2006)
Furthermore, Disney Mobile is not the only company t...

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...their phone to call 911 if they are ever in danger.
Recommendations:
Children play the roles of the primary market, influence market, and the future market. Children and teens are estimated to influence between $130 billion and $500 billion in family purchases annually. (CSMonitor 2000) Past marketing strategies targeting tweens to pre-gain product engagement have apparently succeeded gaining their attention. In order for cell phone companies to maintain children’s brand loyalty and long term commitment, their products must be convincing to both parents and children. (Solomon 2011) Children should be exposed to smartphones in early stages of the consumer development, but more effort should be targeted to children older than the age of 6, because the younger their age is, the less likely for them to cognitively distinguish between cartoon programs and commercials.