Woodle Launches Woodle Mobile, a Kids-Focused MVNO in Korea

Woodle, a South Korean maker of kids smartwatch phones, is moving beyond hardware. The company will formally launch its own mobile virtual network operator (MVNO) brand, Woodle Mobile, on November 1, targeting children and teenagers, according to the company.

The service starts with three plans built on the company's experience running its flagship Woodle Rookie smartwatch phone. Unlike typical budget carriers that mostly sell plans, Woodle combines the device, dedicated plans and child-safety services under one brand.

Three plans by age group

The entry plan for lower grades, "Our Rookie 100 Minutes," includes 100 voice minutes and 4.5GB of data. "Our Rookie 500 Minutes," aimed at parents who want reliable calling, offers 500 voice minutes and unlimited data with throttled speed. For upper-grade students and teens, "Our Rookie 1000 Minutes" provides 1,000 voice minutes and the same throttled unlimited data.

Every subscriber gets two benefits at no extra cost. Woodle Damage Care helps cover repair costs when a device is broken. Woodle School Violence Care offers initial professional counseling and legal assistance if a child is a victim of school bullying.

Network and partners

Woodle Mobile runs on LG Uplus's nationwide network. The school-violence coverage was built through a partnership with DB Insurance. The company says handling purchase, activation and after-sales support in one place will remove the fragmented service that comes when manufacturers and carriers are separate, giving parents and children a consistent experience.

Woodle CEO Bae Hwang-geun said the company aims to become a comprehensive children's platform that takes responsibility for kids' connectivity and school-life safety, easing parents' worries about repair costs and their children's safety.