One of the biggest troubles facing young people who have just started living on their own is that they cannot wake up in the morning. As many as 66.5% of young people are worried about this issue (survey by au). As a mobile phone company that prides itself on being a friend to young people through student discounts and other services, au mobile came up with a solution as only a mobile phone company could, to relieve them of this worry and to foster a better relationship with young people.

The young users can choose the mother to wake them up from a roster of idiosyncratic mothers. They can be chosen based on their birthplace and dialect, and come with a snooze function to make sure the wake up is successful. The service has been reported in newspapers, on TV, on the radio, and numerous other media outlets as well as was shared on social media. Typically, no more than 3% of the comments were negative (survey by au).