Under the radar:For parents, the need to keep in contact with children by means of a mobile phone is matched by reluctance from a safety perspective for parents who cannot control the calls or texts their children make or receive.

Irish entrepreneurs Frances and Kevin Crean have recently introduced to the Irish market an innovative solution to keep both children and parents content - the Firefly mobile.

Originating in the USA and created in February 2005, the Firefly is a pin-protected mobile for children which makes staying in touch safe and simple. It offers parental controls which other mobile phones do not have.

With the increasing development of camera phones, ultra-thin models, music players and other devices, the maker of the Firefly, Chicago-based entrepreneur Don Deubler, felt that one segment in the telecommunications sector had been largely neglected - mobiles specifically designed for children aged 14 and under.

The Creans' interest in the product stemmed from personal circumstances.

"In 2006, our six-year-old daughter fell ill at summer camp; she was showing symptoms of meningitis and, with time being critical, we later wondered if there was a way we could have been contacted sooner," says Frances. "Thankfully, she was fine, but afterwards we did some research on something suitable for parents and children to keep in contact and we discovered the Firefly."

Frances says their research showed that 220,000 children between the ages of five and nine in Ireland have traditional mobile phones.

Many parents who were interviewed pointed to a need for their child to have a phone from a safety point of view, but without them having access to other features such as texting, downloading and photographs.

The venture was not completely unknown terrain for the couple, as Kevin had 17 years' experience in Irish telecoms and in the retail sector. This, coupled with their interest in the Firefly following their personal experience, led to the creation of Your Mobile Ltd, which distributes the Firefly mobile in all 32 counties.

Your Mobile focuses on delivering phone products and services which address the needs of parents and guardians who want their child to have a mobile phone.

Parents are not limited to the use of a specific phone network, as the Firefly is sold as a Sim-free product which can be tagged on to a parent's account or operated on a pay-as-you-go basis.

Parents enter up to 20 phone numbers for their child through a password-protected pin. The numeric keypad is replaced with special speed-dial keys, including "Mum" and "Dad" keys. The phone also has a no-text facility and an emergency 999 button.

Children can only call numbers which have been programmed by parents and a call-screening option rejects calls from numbers not stored in the Firefly phone. The phone does not allow children to have online access or to download features such as ringtones and games.

The Firefly also contains accidental call prevention features and is designed to withstand the sort of everyday wear and tear a child might inflict on it.

While the company has encountered some criticism from those who disagree with children owning and using any mobile phone, Frances says such concerns should not outweigh the fact that, in a society presenting many dangers to young children, parents and children need to stay in touch, and the Firefly provides a safe way of doing so.

"Almost 90 per cent of children never show their parents the content of their mobiles and, in relation to text-bullying, for instance, that's quite substantial," says Frances. "Ultimately, parents are taking responsibility for their child's phone usage with this product, and we are providing parents with the knowledge to make educated decisions."

The phone is predominantly targeted at children aged from eight to 12 and it is small enough to fit in the child's hands. It has also been designed to be appealing to children, as it comes in a variety of designs and colours.

For adults concerned about radiation exposure from the Firefly, the company prioritises information on the specific absorption rate (Sar) of the product. At its maximum use, the phone is .02 watts per kilogram below European-recommended guidelines for Sar.

Although projections on the company's financial performance have not yet been made, the Firefly has proved quite popular in its first month on the Irish market.

The Creans plan to expand the company in coming months.

For Frances, the future of Your Mobile is focused on adopting an ethically-friendly ethos and the intention is to move towards working in co-operation with child anti-bullying groups and with parents.

"As parents, and aside from making money, we want to make a positive contribution to society through the company," Frances says.

The Firefly is available at Smyths toy stores and at Carphone Warehouse, Xtra-vision and 3G stores throughout the country.