Here is the first TV spot from Kajeet. For those of you who don't know them, they are a wireless MVNO whose target is "Tweeners" - or the 9 to 13 year old crowd. This spot went live on Nickelodeon and Cartoon Network this week. Let me know if you think it will be an effective spot after watching it. Will it resonate with their audience? You tell me.
Interesting target market. Most research I have seen shows teens, especially pre-teens, don't have huge influence on which provider a family chooses (my info could be bad). If this is correct in that parents have the money AND are the primary decision makers, how much penetration can they really make? Will parents want to move to something outside of the $9.99 additional line? I like the pre-pay aspect of this as children running up cell phone bills is a major pain point for customers. But most customers in the US have such a negative perception of pre-pay (plus Kajeet's rates seem to be in line with the rest of the pre-pay market (and high compared to a $9.99 additional line assuming parents aren't using all their minutes)). It will be interesting to see if the "bells and whistles" for the kids will be enough to get parents to do this.
Posted by: Dow | April 06, 2007 at 06:14 PM