Firefly Mobile Announces the Firefly Phone: the Mobile Phone for Mobile Kids

CHICAGO--(BUSINESS WIRE)--March 9, 2005--

Tweens Now Have a Mobile Phone Designed Expressly for Their Needs, with Parents in Control of All Incoming and Outgoing Calls and Monthly Costs

“Kids feel greater self confidence when they are able to communicate, whenever they need to, with important people in their lives”

Firefly Mobile, Inc., a leading developer and innovator of mobile phones and services that uniquely address the needs of underserved customers, today announced the launch of the Firefly(TM) phone, the first and only mobile phone explicitly designed for tweens that satisfies parents' concerns about unrestricted mobile phone use and monthly costs. The Firefly phone is a pioneering voice-only phone designed for the smaller hands of kids aged eight to 12 years old. With just five keys instead of a regular dial pad, parents use a PIN to program up to 22 outgoing numbers into the phone, including speed-dial keys for Mom and Dad. The patented phone lights up like a firefly when in use and intermittently when in standby mode. It is about the size of a small pocket calculator and weighs two ounces. The Firefly phone is currently available through select regional wireless operators, and will be offered nationwide at www.fireflymobile.com in May, 2005. In July, 2005 Firefly phones with a Firefly branded, pay-as-you-go/pre-paid calling plan will be available through Target stores nationwide.

Firefly Mobile conducted extensive market research with parents and children across the nation, and validated their belief that families need a mobile phone for eight to 12 year olds that performs basic functions, helps parents maintain financial control and connects kids with the most important people in their lives.

"Firefly Mobile is responding to the needs of the marketplace and dedicating our efforts to satisfying both parents' and kids' needs for a functional, controllable and fun mobile phone," said Robin Abrams, CEO, Firefly Mobile. "We are excited to be the first company to deliver a mobile phone especially designed for tweens -- whose plans are always changing. Parents love the Firefly phone because the small phone is shaped to fit a kid's hand, it offers a PIN-protected phone book, optionally screens calls and is easy for kids to use. Kids love the Firefly phone because it is cool, fun to use, and they can choose ring tones, animation and background colors."

Features Parents and Kids Appreciate

"Kids feel greater self confidence when they are able to communicate, whenever they need to, with important people in their lives," said Laura Davies, M.D., Diplomate, American Board of Psychiatry and Neurology, Subspecialty Certification in Child and Adolescent Psychiatry. "For a parent running a full life, it is reassuring to know that whenever there is a need, they can make direct contact with their child."

Firefly phones help eliminate the hesitation many parents feel about handing their younger children an "adult" mobile phone that lacks the control features that parents need. Firefly phones feature a variety of parental controls, including the ability to pre-program outgoing numbers and optionally only receive calls from an approved list of incoming numbers. Mom, Dad and Phone Book keys allow kids to make one-touch calls, ensuring they are always just one key away from mom and dad. A 911 emergency button with accidental call protection connects the phone directly with emergency assistance.

The Firefly phone includes a variety of innovative features that provide parents with peace of mind, and kids with fun:

-- Just five keys to place most calls

-- "Mom" and "Dad" speed-dial keys

-- Parent-programmed, PIN-protected phone list with a 20-name capacity

-- 911 button for emergency calls, with accidental call prevention feature

-- Optional call screening

-- Caller ID

-- Interchangeable translucent shells

-- Hook for backpack clip (included with phone)

-- Firefly Fireworks(TM) light display, which illuminates when the phone rings, but also flashes intermittently whenever the phone is on

-- 12 ring tones

-- 7 screen colors

-- 5 animations

-- Battery charger

Specifications:

-- Weight: 2.12 oz.

-- Size: 3.46" x 1.73" x 0.79"

-- Talk time: Up to 6 hours

-- Standby time: 205 hours

-- Mhz: GSM 850/1900 (introducing 900/1800 Mhz version later in 2005 in response to strong levels of interest in Africa, Asia, Australia/New Zealand and Europe)

-- Antenna: Internal

-- Battery: Rechargeable, non-removable lithium ion battery

-- Language: English or Spanish

Firefly Mobile also offers a fun, brightly colored array of accessories for the Firefly phone, which allow kids to personalize their phone to fit their personality. Accessories include:

-- transparent colored shells

-- patterned shells

-- glow-in-the-dark skin

-- lanyard

-- mesh carrying pouch

-- wristlet carrying purse

-- hands-free headset

-- travel and vehicle chargers

Pricing and Availability

The Firefly phone is currently available in the southeast through SunCom (www.suncom.com), and will be offered through Cincinnati Bell (www.cincinnatibell.com) on March 18, 2005. In May 2005, the phone will be available nationwide at www.fireflymobile.com for $99.95, including 30-minutes of Firefly Mobile pre-paid airtime. In July 2005, Firefly phones with a Firefly branded, pay-as-you-go/pre-paid calling plan will be available nationwide through Target stores. Depending upon the retail outlet, pay-as-you-go/pre-paid and/or contract calling plans are available. The retail price of the handset varies from carrier to carrier and retailer to retailer depending upon the service plan chosen.

About Firefly Mobile

Firefly Mobile is a privately held company with worldwide headquarters in Chicago, Illinois, and a regional office in Northern California. Firefly Mobile designs, develops and sells the Firefly phone, accessories and airtime services. The Firefly phone was designed from the ground up to address the needs of pre-teenage kids and their parents. Kids love the Firefly phone because it's designed just for them and allows them to stay in touch with their family and friends by pressing a few keys. Unlike adult mobile phones, the Firefly phone provides parents with the control features they need in order to conveniently manage calling costs and access to calling features. Firefly Mobile's management team has extensive product development, sales, marketing and executive management experience with world-class consumer brands such as Apple, Palm, Mitsubishi and Motorola. Firefly phones are currently sold in the U.S., Mexico and South America. For more information regarding Firefly Mobile products visit the Firefly Mobile web site at www.fireflymobile.com.

Firefly and Firefly Fireworks are the exclusive trademarks of Firefly Mobile, Inc. All other products, services, companies and publications are trademarks or registered trademarks of their respective owners.