An 'Incredible' Marketing Ploy - Forbes.com

An 'Incredible' Marketing Ploy - Forbes.com:

"The number of kids armed with cell phones is surprisingly high. By the end of this year, half of all children between the age of 11 or 17 will have their own phone, according to the Yankee Group. They're profitable consumers, too: Kids use more minutes on their cell plans and spend freely on premium, paid services. All told, users under the age of 18 probably account for as much as a quarter of the $100 million a year cellular service market. "

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A Disney network would follow the lead of the Virgin Group, which launched its own using the Sprint PCS network in 2002. Virgin Mobile USA targets young adults between the ages of 18 and 24, enticing them with sexy commercials and a content partnership with MTV. The company already has nearly 2 million subscribers, and is reportedly considering an IPO during 2005, which could find the company valued at as much as $2 billion.