Firefly Mobile
Firefly Phone

Chicago-based Firefly Mobile launched the Firefly phone in the US in 2002 with the intention of offering a mobile phone specifically for kids from the age of 8 to 12, however, the phone could be used by younger children. After three years of development, the phone was launched in 2005. It was a small curved device with blue transparent plastic with dedicated programmable keys “for mom, dad and emergency services” (911 in the US). A further 20 additional numbers could be stored in the phone book.  The phone could also be programmed to only receive calls from certain numbers. Additionally, Firefly offered a range of faceplates so the phone could be customised. The phone was programmed with 12 different ringtones and a "Fireworks" button causes made the phone “strobe colourfully for 30 seconds.” The phone was a voice-centric device with no support for text messaging and no games installed on the device. At the time of launch, Chief Executive Robin Abrams told NBC News that one of the company’s goals was “to end up having Firefly-friendly campuses.” The company hoped it could persuade schools to allow pupils to use the devices. The phone was initially offered with SunCom Wireless in the US and cost US$199, which included 1,200 prepaid minutes. It was later launched on Cincinnati Bell and also via Firefly’s own website. In November 2005 the company had a major breakthrough when US carrier Cingular announced that it would offer the Firefly phone. It was also offered by giant retailer Target and later by Kmart and Toys "R" Us however these retailers gradually dropped the product over time. To promote the product Firefly advertised in Nick Jr. Family Magazine, a magazine targeted at parents. Cingular was clearly cautious about the demand for the product with David Garver, executive director of marketing for Cingular stating that the company was “taking a relatively subtle approach, primarily because this is an untapped segment so we're not sure about the impact of the product". By 2007 Cingular had stopped selling the Firefly phone, as had US carrier Verizon which had also stocked the product. Despite these setbacks, by 2008 the device was also offered in Ireland, Australia and Southeast Asia by various distributors and operators. Additional devices were also offered, the Firefly glowPhone and Firefly flyPhone which were more traditional feature phones offering additional features such as text messaging and games but still had the ability to restrict calls to-and-from the phone. When the phone as offered in the UK it faced a significant backlash including this article in The Guardian newspaper. In April 2008 Firefly Mobile was acquired by GenerationOne, a company that made health-related software. The goal was to bring combine the Firefly devices with GenerationOne’s software platform to offer an integrated service however the concept proved unsuccessful and the company ultimately went out of business.