I hope they succeed but they are fighting an industry that is very well saturated among the young generations. Back to books put down the mobile!
Something I did when my kids wanted a phone was a simple cheap phone that did not allow them to surf the internet. It allowed them to text and to make calls. If they wanted a smart phone they would have to get a job and buy a smart phone themselves. Made it much easer and less worries about underaged kids doing stuff they should not on the internet.