GRLmobile, a mobile-phone service especially for young females, launched in Australia today, July 1.

Wholly-owned by the Mobileworld Group – the same company that owns Crazy John’s – GRLmobile is focused on delivering a market-first mobile telecommunications service targeted primarily to women aged 16 to 25 years.

“Up until now, younger women have not been catered to specifically by the other telecommunications providers,” managing director of GRLmobile, Michele Hamdorf, said.

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

GRLmobile managing director, Michele Hamdorf, at the recent launch of the  female-friendly mobile-phone service.

Y expression
Generation Y, unlike other mobile-phone service customers, are not just driven by cost and handset functionality, Hamdorf continued.

“They’re looking for a brand through which they can express themselves and take ownership of their experiences,” she said. “With GRLmobile, they can do this in an integrated environment that embraces both real world retail and virtual communities.”

GRLmobile is launching as a prepaid service available at www.GRLmobile.com from today and in selected Target stores nationally from August 2008.

Customers will have access to an Australian-based call centre called the “Concierge Desk”, which is staffed 24 hours a day, seven days a week.

The company will launch its postpaid service and retail stores in 2009.
 

The company has developed its own range of accessories, such as this cute mobile-phone holder.

Fashion, music, beauty
GRLmobile will provide added value for customers by uniting its brand closely with all things female – fashion, music, beauty and entertainment. 

For example, in addition to selling mobile phones and services, the GRLmobile web site offers beauty and fashion advice, music information and downloads, and prizes.

“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,” Hamdorf said.

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

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

Motorola is ranging its MOTO U9 handset in Rose Bloom exclusively through GRLmobile.

Meanwhile, Motorola Australia is offering its MOTO U9 handset in Rose Bloom exclusively through GRLmobile.

The MOTO U9 has been designed to fit perfectly in the pocket or hand. Its metallic gloss finish comes to life with animated screen savers that appear to “float” across the borderless external display.

This display is not just for show, however. Its touch sensitive, digital keys let users control their music player from the outside.

Through an exclusive arrangement with recording artists Fergie, the handset will come with exclusive music tracks and screensavers.