AT&T Launches Smart Limits For Parents
AT&T is launching a new set of parental controls dubbed Smart Limits, which will cost $4.99 a month. “They will let parents block text messages and calls to and from specific numbers and also during certain times, like when kids are in school. In addition, parents can filter access to certain content on a child’s phone — such as chat and dating Web sites” reports WSJ. It’s the standard controls — setting times when services can be used and putting a limit on how much can be spent. The article also notes instances when parental controls stop working (which could be of interest to a few kids)… for example, controls in the iPhone won’t work when it’s using a WiFi network, and Disney Mobile’s parental controls sometimes don’t work when the handset is roaming outside the Sprint-Nextel network.
AT&T;is not the first to introduce a service like this. Disney Mobile and Kajeet have similar services, but you have to switch your mobile account to them in order to use the service and you need to use a phone you buy from them. There's also Parent Patrol (http://www.parent-patrol.com) which is pretty much exactly like AT&T;'s service. Unfortunately, Parent Patrol isn't yet widely available although a number of carriers are going to start offering it this fall.
Well, whether revolutionary or a repeat, making a point of communicating parental controls is smart marketing. It's a far cry from the 'corporate shrug' we get from providers on things like texting pricing, which actually incentivizes excess usage (my provider allows for no controls, but will happily sell me an umlimited usage plan). If it's smart, AT&T;will make a big deal about these services, instead letting them fall into the category of 'other services' that get listed on their web site offering. Again, it doesn't have to be revolutionary to be useful, and in this instance, they could do a lot with it. I've written about the branding implications a bit at DIM BULB, at http://dimbulb.typepad.com, if you want to check it out. Thanks!