GRLmobile will launch a female-friendly mobile phone onto the Australian market next week through selected Target stores nationally.

GRLmobile is wholly-owned by the Mobileworld Group, which also owns the mobile phone retailer and service provider, Crazy John's.

The company is aiming to bridge the gap in the male-oriented telecommunications services market with a mobile service targeting primarily women aged 16 to 25.

 
GRLmobile MD, Michele Hamdorf, said younger women had not been catered for specifically by other telecommunications providers.

 
“Women account for more than 50% of Australia’s youth yet unbelievably they are treated as a niche market. It makes sense that there is a mobile phone service dedicated to their needs.

“Generation Y, unlike other mobile phone service customers, are not just driven by cost and handset functionality. They’re looking for a brand through which they can express themselves and take ownership of their experiences. With GRLmobile they can do this in an integrated environment that embraces both real world retail and virtual communities,” Hamdorf said.

“In addition to offering highly competitive mobile phone rates and the support of operating on the world’s largest mobile phone carrier, Vodafone, we also offer a community for our customers to share.

“Our website goes beyond selling mobile phones. GRLmobile’s ‘SHOP, WIN, KNOW’ website strategy offers beauty and fashion advice, music information and downloads as well as great prizes and offers to reward customers. Over $10,000 of prizes are available to customers in the first month alone.

“We have also designed a range of fashion and technology accessories that will appeal to our specific target providing a one-stop shop for our customers who see their phones as a fashion accessory as much as a communication device,” she said.

Hamdorf said that the need for GRLmobile has been so profound, that even as a start up business it has already received significant support from major established brands also focused on young women including Napoleon Perdis cosmetics, Paul Mitchell haircare, the Vicious Threads fashion label as well as Motorola and Target Australia.

“It’s clear that the market recognised the need for a fashion, female youth-focused mobile phone service, and GRLmobile certainly satisfies this need,” she said.

GRLmobile will launch its postpaid service and retail stores in 2009.

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