Mobile Characters To Appeal To Kids

Mobeon has announced its intention to release 3D “phone buddies” for mobiles. Dubbed ‘mobies’, the characters will have around “50 ‘actions’, such as answering the phone, providing new message alerts and instructing users how to use various functions like voicemail”. I don’t think this is going to be a successful application. Remember the annoying paperclip that Microsoft finally removed from Word?

“New targeted services such as the Mobies will help build a stronger relationship between operators and younger subscribers,” said Birgitta Olson, head of Mobeon Labs. “The fact that a majority of the teens in our focus groups suggested that they would swap to the operator offering mobile vidoemail characters proves how important personalisation is in the mobile market.” For something like mobies to take off they would have to appeal to kids, and it’s pretty difficult to make something ‘cool’ rather than ‘dorky’.

Also, kids generally know how to use the phone – even new services. Assistance in using newer technologies would be better aimed at an older demographic…

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