Teen Talk

Are you educating your teen subscribers about when not to use wireless?

Jose Sosa has two teenage girls, for whom wireless communications is the norm. Because they both also drive, he has told them not to talk while driving. But when do teenagers listen to their fathers?

This is why Sosa, NEC America (www.necamerica.com) vice president of marketing, wireless terminals division, helped create NEC America's wireless division's teen-safety program: “dial smart: choose how u use.” His teens, as well as teens around the country, soon will be listening.

This program couldn't come at a better time, as all statistics point to teens as the wireless industry's fastest-growing subscriber segment. The Yankee Group (www.yankeegroup.com) predicts that more than 25% of 13- to 18-year olds in the United States regularly use wireless phones, compared with 33% of the overall population. The percentage of teen users is expected to hit 30% by year-end.

Statistics also show that teens may be the country's most dangerous drivers. The risk of crash involvement per mile driven among drivers 16 to 19 years is four times the risk among older drivers, according to the Insurance Institute for Highway Safety (www.hwysafety.org).

“Statistics show that teens are more likely to be involved in accidents, and when you add cell phones to the mix, that could be dangerous,” said Tyra Jordan, NEC America wireless marketing communications coordinator.

NEC Wireless launched the dial smart: choose how u use program in November 2000 at Coppell High School in Dallas, where Sosa's girls attend school. Since then, the program has been introduced in five other Dallas-area high schools.

Jordan said she was shocked when she first went into Texas classrooms and asked how many teens used wireless phones.

“Almost every hand went up,” she said.

Designed to provoke thought and spark debate about the safe and appropriate use of wireless devices, particularly while driving, the program has been received enthusiastically by students and teachers and has provided an outlet for an open discussion on when, where and how to use wireless devices in a responsible manner.

Through a 15-minute peer-to-peer presentation, the program communicates useful tips, practices and perspectives in class or club settings. Four issues are covered: wireless-phone use while driving; wireless courtesy and etiquette; emergency benefits and concerns; and government regulation.

NEC's preliminary focus-group research revealed that teens prefer to learn about important issues from an informed peer, so it designed the campaign to feature prominent teen spokespeople at each presentation.

Others, such as CTIA and wireless carriers, have been impressed with the program as well. NEC presented the idea to CTIA, which “supports it 100%,” Jordan said. “But not financially yet. I think they want to see it get bigger and expand first.”

Although NEC currently funds the entire program itself, Jordan said it hopes to co-sponsor the program with wireless carriers and is exploring school partnerships.

NEC will make the program available free to carriers. Carriers can put their logos on it, but they must coordinate the program in their markets.

Jordan said responsible teens can influence other family members.

“All of the lessons applicable to the kids are applicable to the parents,” Sosa added. “In fact, I catch myself violating some of the rules.”

And his two teens probably love to correct him.

Teen Tips

Promote driving and dialing safety to your teen subscribers. Here are key tips to remember for teens:

• Know your phone. The better you know it, the less distracted you'll be on the road.

• Keep it close — an arm's-length away. Any further, let calls go to voice mail.

• Don't dial in motion. Dial when stopped or, if you have a passenger, let him do it.

• Keep it short. Say what you've got to say, then hang up.

• No notes while driving. This is pretty obvious — no driving and writing.

• Tell people you're on a car phone. This keeps the call short. Call back if you need to.

• Be aware. Pay attention to what's around you.

• Be courteous. Know where you should and should not use wireless products.

• Use your phone for safety. Know the difference between 911 and roadside assistance. Dial the appropriate numbers.

• Dial smart. Choose how you use: Be smart. Be aware. Be safe.

NEC Wireless Teen Safety Program