EE has launched a new 4G tablet aimed at children and parents.
The new device, named the Robin, will see EE go head to head with Amazon, with the online retailer recently releasing the second version of its Kids Edition Fire tablet.
The new device sees EE target its products towards a new audience, with Sunetra Chakravarti, editor of Mobile Choice magazine, explained that it will be difficult for the network to attract consumers away from Amazon.
She said: ‘With Robin, EE are dipping into the very lucrative market of kids devices. Consumers are very tech-savvy as are their children. Amazon have just refreshed their Fire tablet for kids on which they bundle a 1-year access to the Kids play store for free plus a no-quibble ‘return if broken’ guarantee for 2 years. EE will find it difficult to wean parents away from Amazon’s ecosystem.’
The Robin will roll out nationwide on October 23, with EE claiming it will address parental worries about security and child safety on tablets.Research by the network found that the issue of safety was holding back many parents who would consider buying a tablet for their child.
The network explained that the Robin will enable parents will be able to control access to content, as well as web filters. Christopher Traggio, director of Connected Products, EE explained that the device is designed to ‘give parents peace of mind’ when it comes to online safety.
He said: ‘The Robin allows kids to enjoy that experience and benefit from e-learning too. What’s more, the Robin has been designed to provide parents with the peace of mind that their child is protected online with the UK’s biggest and fastest 4G network.’