WIRELESS AND MOBILE NEWS

Roll over, Gen Y digiholics, Clearwire has launched Rover, a pay-as-you-go 4G mobile broadband service promoted to “tech-savvy Gen Y customers.”  The Rover service is priced at $5/day, $20/week, or $50/month for unlimited 4G internet usage. Usage is paid for via PIN codes and cards for $20 or $50 for use with a mobile Wi-Fi hotspot Puck ($149) or USB modem Rover Stick ($99.)

New users receive two free days of service to try Rover’s 4G coverage.

The launch news release claims the Rover brand is designed for digitally addicted youth who refuse to settle for long-term contracts, overpriced internet service, or speeds slower than what they’ve become accustomed to at home.

Rover’s flagship device is the Rover Puck: an ergonomically designed portable Wi-Fi hotspot that lets you share broadband access, or “Puck”, with up to eight devices .The Rover Puck features mobile download speeds of three to six mbps, with bursts over 10 mbps (up to 4x faster than conventional 3G), using Clearwire’s 4G network. The Rover Puck is priced at $149.99 (plus tax).

The Rover Stick is a personal 4G USB modem that connects any notebook, laptop or desktop to the Rover 4G Service. The Rover Stick is compatible with MacBook and MacBook Pro laptops using Mac OS X, as well as netbooks and notebooks running Windows XP, Windows Vista and Windows 7. Offering the same super-fast internet speed as the Rover Puck, the Rover Stick is available for $99.99 (plus tax).

The marketing is over the top. One of the videos for Rover in the Life@4G section of the Rover website  titled “White Guys Rap” extols praises of Rover such as “It’s my new best friend, this sh—-t is like crap,” Bathroom humor continues because “you can surf bleep in the can,” illustrated by a white rapper and bikini-clad blonde writhing in a toilet stall. Rover is touted to have incredible distraction appeal, you can do it (Rover) when “You’re doing Stan’s sister, Sam.” We’re wondering if Sam is also happy with Rover’s 4G Wi-Fi hotspots. They don’t look like “tech savvy Gen Y customers” to us.The video follows.

Comment from Wireless and Mobile News: They must have done market research because 10% of respondents recently admitted to smartphone use during sex.

Rover is available in all of Clearwire’s 49 4G markets across the U.S. Rover is also available at CLEAR stores, Best Buy stores and select independent wireless dealers in Houston and St. Louis.

Rover has a 14-day no-hassle return policy for any device purchases made on rover.com or in CLEAR stores.

Rover is priced at $5/day, $20/week, or $50/month for unlimited 4G internet usage. Depending on the retail channel, customers will be able to purchase a Rover Re-Up PIN code or physical Rover Re-Up card in $20 or $50 denominations. Rover Re-Up is available online at rover.com, at all retail outlets carrying the Rover Puck or Rover Stick, as well as at Rover Re-Up specific retail locations. Rover does not require a credit card to activate service and is designed to bring broadband internet to a new audience.

Rover believes in loyalty, and will introduce a badging system that rewards users for participating in Rover activities. For example, the “Trendsetter” badge recognizes early adopters of Rover in each market, and the “Friends with Benefits” badge acknowledges users who refer friends to the Rover service. Badges have become wildly popular on location-based apps and are expected to resonate with the youth consumer and motivate usage.