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Teens keep mobile industry moving

PRODUCTS GEARED TO SOLID MARKET OF THE YOUNG

Skateboarder Tony Hawk may be closing in on 40, but when executives need to promote a new youth product, Hawk can still draw a crowd.

Hawk, along with teammates, captured the audience's attention as he flew through air over a ramp at the back of the Los Angeles Convention Center's exhibit hall to promote his Tony Hawk's Mobile Dissent mobile phone product line, which includes ringtones and pictures.

The line is one of the mobile industry's many efforts aimed at younger users on display here at the CTIA-The Wireless Association conference.

"I just like skateboarding, it's awesome." said 18-year-old Roane Harris, whose mother works at the Los Angeles Convention Center. After nabbing an autograph, Harris said he was likely to buy a ringtone that evening.

From E! Networks launching a gossip site designed for mobile screens to Mindmatics selling ``Snakes on a Plane'' video games for Boost Mobile, the mobile industry is increasingly focused on winning over teens and preteens.

Twenty percent of the people buying mobile content such as ringtones and ringbacks -- music that plays back to a caller before the person answers -- are 12 to 24 years old, and their purchases generate 40 percent of the mobile market's revenues, said Stephen Davis, president of mobile and online media for Infospace, which created the Hawk's Dissent brand and launched it with a lounge-style party this week.

While executives say ringtones are still the most popular purchases, videos, games and music are quickly gaining in popularity. The competition is heating up to hook kids early and keep them as loyal consumers while they grow, executives said.

"You watch young kids today with cell phones, they text message so fast and they are watching TV when doing it. As a brand, long-term we want to stay relevant to that audience," said John Najarian, senior vice president of new media at E!.

Cingular spokeswoman Lauren Garner echoed the sentiment: "We want to have lifetime customers and evolve through their different stages of life so we have products that are more appropriate to the youth, and then as they progress through their career they end up with a BlackBerry."

One Silicon Valley firm downplayed the entertainment hyperbole as a hook for younger kids, and promoted safety issues at the conference this week, as well as a tiny four-button "phone" for 5- to 10-year-olds.

Similar to devices offered by other carriers, the Wherify phone is a global positioning locator with two-way calling, allowing parents to know where there kids are at any time.

James Harris, vice president of worldwide sales and marketing for the Redwood City company, said there is a need in the youngest market segment for communications devices that offer security for parents.

"It is one of the largest growing segments of the marketplace." Harris said. "And it is yet untapped."

By Sarah Jane Tribble of Mercury News