T-Mobile Hits Market with New Services Targeted Towards Parents
T-Mobile announced a new set of services (Family Allowances) today targeted toward parents with children with cell phones. It allows parents to set limits on minutes, messages and downloads. Parents also have the ability to limit use to specific times of the day while still allowing for “necessary” calls (i.e., Mom calling). Our research has shown that these services address real pain points for parents and teens. Nearly one-sixth of teens surveyed reported that they argued with their parents about their cell phone bills and had issues with their bills being too high. On the flip side, approximately one-fifth of parents were willing to pay for a range of services giving them the ability to manage monthly expenses and limit usage by their children. At $2 per month, it should be a no-brainer to add this feature to their plans.
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