GRLMobile: mobile phone operator for girls in Australia
I don’t know how important creating own mobile operator to serve girls out there, but hey Crazy John’s did it. The Australian GSM operator launched-on July 1-a subsidiary specialized for girls (and women), named GRLMobile. Crazy John’s is MVNO under Vodafone network and sound so masculine for Australian customers. Thus, they try to reach feminine side of the customers by launching this specialized mobile operator.
What’s so special about this GRLMobile? GRLMobile helps girls to personalize their phones. According to Michele Hamdorf-GRLmobile’s managing director, women saw phones as an accessory rather than just a phone. Therefore, GRLmobile has designed its own range of mobile accessories including T-shirts, hoodies and mini skirts with phone pockets.
It also retails Swarovski-encrusted USB keys, girl-targeted iPod accessories, sunglasses and phone cases. Picture below is a GRRRRangelina leather holster to bring the phone (especially iPhone) without any handbag needed.
Other than that, GRLMobile also sell regular kind of phones, from Nokia, Sony Ericsson, Motorola and LG, including Motorola’s new MOTO U9, which the operator stocks exclusively. All of the package are sold as prepaid-only network.
Will this operator campaign be bought by female customer? Feminist commentator Eva Cox did not think the new network would be received any differently by girls. She said:
I don’t know that a lot of girls will really care one way or another [about a mobile network for girls]
I don’t either. Let’s give some time for them-maybe 6 months to 1 year-to prove whether girls really need their own mobile operator… or not!
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