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A phone need not be complicated to be smart. Take Firefly Mobile's eponymous new handset for tweens (8-12 year olds) for example.

The company is betting the phone is cool enough for kids, yet manageable and secure enough to allay parents' concerns about unrestricted calling and costs. We received a preview of Firefly at the CTIA 2005 Wireless conference and tradeshow in New Orleans.

Indeed, the mobile phone—at only 3.46 x 1.73 x 0.79 inches and 2.12 ounces—should fit comfortably in children's hands, pockets, and backpacks (there's even a clip to keep the handset safe) without adding too much weight and bulk. And, as you can see from the picture, Firefly doesn't look like your average adult cell phone.

Firefly mobile told us it spent quite a bit of time testing designs with its targeted age group to get the phone’s look just right. The company asserts its brain trusts background in the consumer space didn’t hurt either.

The first thing you notice about Firefly is the lack of a keypad to enter phone numbers and send text messages. In fact, Firefly only has five buttons.

There are speed-dial keys to call mom, dad, and 911, plus on/off and menu buttons. Parents can program up to 20 additional phone numbers through the menu.

Since this function is PIN protected, only those who configure the handset can enter or change numbers. A parent can also limit received phone calls to those listed in the phone book. That way she knows exactly who can reach her child.

Firefly Mobile CEO Robin Abrams declares, "Parents love the Firefly phone because the small phone is shaped to fit a kid's hand, it offers a PIN-protected phone book, optionally screens call, and is easy for kids to use. Kids love the Firefly phone because it is cool, fun to use, and they can choose ringtones, animation, and background colors."

Firefly also offers 14 accessories, including shells, to help tweens personalize their phone.

While the first edition of Firefly is GSM 850/1900 enabled for this country, the company said it would release a GSM 900/1800 Mhz version for Europe, Asia, and Australia/New Zealand later this year.

Cost Control
Firefly is slated to go on sale from the company's Web site for $99.95 with 30 minutes of airtime in May. Parents can control monthly bills by adding minutes in $10, $20, or $50 increments. Come July, the phone should hit Target stores across the United States with pay-as-you-go and pre-paid calling plans.

If you live in the southeast, however, you can order the phone through SunCom right now, and Cincinnati Bell should launch Firefly for its network next week.