Doro The Senior Segment of the Mobile Phone Market | Australian Seniors


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On overview of (1) the mobile phone market segment for seniors (2) the Seniors Segment in Australia

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Doro The Senior Segment of the Mobile Phone Market | Australian Seniors

  1. 1. The Senior Market Segment Australian Seniors Andrew Batchelor, General Manager Australia November 2011
  2. 2. Doro’s MissionWe help people who face the challenges ofageing to live an easier, safer and morefulfilling everyday lifeby developing productsespecially adapted to theirneeds
  3. 3. Mobile OperatorsSelling to Seniors
  4. 4. Mobile OperatorsIncrease Sales• New customers – finally a handset for me
• Increased traffic with existing customers• Increased ARPU – an adapted handset is more often on – more incoming calls increases revenues with other users and reduces termination cost – more outgoing calls• Additional Services and content sales• Seniors are loyal customers = high CLV – stay for a long time – low cost to retain – no win back cost ARPU = Average Revenue Per User CLV = Customer Lifetime Value
  5. 5. Beyond ARPU/CLV:Revenue In Social EntitiesAn adapted senior handset+ an adapted calling plan+ rebates for friends and family= stable important customer that will benefit from the fact that his/hers near and dear have the same operator, generating:• more customers in the senior‟s social & family network• less churn and win back cost among the seniors friends and families• 1 senior = 10 loyal customers!
  6. 6. Understanding Seniors
  7. 7. The Senior SegmentTip: when speaking to customers (eg in media) we typically avoid usingSeniors as a label, we prefer Easy to Use mobiles, not mobiles for Seniors…there is less stigma attached to this style of messaging.
  8. 8. A very diverse group• “Stop putting us between 60 and 107 in the same basket, thinking that we are all alike. We are all unique.” Tullia von Sydow, senior member of the Swedish Parliament• Doro has made significant investment in understanding Seniors needs, in product design and in segmenting the target group. Tullia von Sydow
  9. 9. Summary – The Doro Senior Segmentation groups ” It’s new, it’s ”It is a functional technologically innovative, tool and it should it gives pleasure and it’s work when I need it” the future – I want it ” 1. Functional 1. Functional ” I actually don’t have a real need for it, but if I buy one it must be 3. Pioneers cheap” ”It looks good, provides me with the right image and it is convenient – I 2. Unengaged will buy it directly” ”It is very easy, has ”It is easy, has very few functions, many functions, tailor made for seniors tailor made for and I could use it seniors and I could everywhere” use it everywhere” 6. Image4. Modern 5. Traditionalist
  10. 10. The Doro Senior Segmentation model High Techno involved Pioneers ModernPlanning and Spontaneousutility driven and pleasure driven Functional Image Traditionalist Unengaged Low techno involvement Based on the results from the Doro Usage and attitude study . National representative sample of population age 65 + in Sweden, France, the UK, the US and Germany in February 2010. Result based on 2500 telephone interviews.
  11. 11. Who we target • Seniors with mild to severe impairments and/or feelings of insecurity • Common impairments* – 82 % have vision related problems – 29 % with hearing loss – 42 % have problems gripping or handling – 46 % feel insecure* European figures
  12. 12. In the minds of seniors to be• When do we begin to see ourselves as seniors? 
 – when we approach retirement
 – when we become grandparents
 – when we admit to ourselves that we need assistive aids, e.g. hearing aids
  13. 13. Understanding seniorsfrom their perspective• Through crucial research we find out what is important to seniors• We also consider the factors that separate seniors when developing products for bringing them „more of life‟
 – Values – Physical needs – Social & cultural situations
  14. 14. Understanding seniorsfrom their perspective• How to communicate• What language to use and not use• When is a person prepared to admit that he/she has a special need?
  15. 15. A product easy to use- will be used• Attitudes towards new technical products and services• 46% are scared or feel insecure with new technology
  16. 16. Few GSM functions used • Voice and SMS usage is totally dominating • Current usage of different mobile services/have used during the last 2 weeks %
  17. 17. Key values and aspirationsfor seniors• This group is very safety and stability oriented.• The home and the family is very important to them.• They are basically uninterested and uncertain about new technology and often can find reasons for not using it.• They hold strong values of equality and fairness where they believe that everybody should be treated fair and alike.
  18. 18. Key values and aspirationsfor seniors• They are suspicious towards the market and they willingly listen to experts (Government ,consumer agencies, different institutes, magazines, etc).• They hold a very rational attitude towards Telecom and may be attracted by simple, transparent products and services that can improve their daily lives.• They are loyal as consumers and do not often change supplier.
  19. 19. Ongoing Research & Development
  20. 20. Amplification – Handset loud and clear sound40 dB level compared with competitors 353530 29 29 29 2925 24 222015 1310 5 0 Doro Doro Doro Doro Doro Competitor Competitor Competitor 338gsm 342gsm 345gsm 410gsm 334gsm A B* C * Competitor B market and sold as an amplified phone.The Swedish Association of Hard of Hearing People recommendsDoro PhoneEasy® 410gsm for people with hearing aid.
  21. 21. Project ‘Technology for elderlypeople’Collaboration between Ergonomidesign, Doro and The Ministry of Health and Social Affairs for The Swedish Institute of Assistive TechnologyThe aim of the project was to design and develop an user-friendly graphical user interface for Doro‟s easy to use mobile phones.Test method – 15 individual user tests : 54 – 83 years. Individually perform 10 tasks without user guide. – Focus group
  22. 22. 1.Turn the phone Off/On 2.Answer a Call & Adjust the volume 3.Receive & Read a SMSTasks to perform within 1 4.Call a numberhour and without user 5.Call a contactmanual. 6.Write & Send a SMS to a contact 7.Add a contactOverall the respondents thought that Dorophones were „Easy to understand‟, „clear‟ and 8.Set the alarm„simple‟. 9.Adjust the Radio frequency 10.Turn the flashlight On/Off
  23. 23. General Positive Findings• The overall impression of the phones are that they are clear, simple and easy to understand.• Users are generally positive to the overall shape and size of the phone.• Users like the keypad; size and legibility of numbers and distance between buttons.• Users like the menu icons and understand their meaning.• Users are positive to the menu navigation and found it easy to find the different functions.
  24. 24. The study resulted in a number of recommendations which ALL have been implemented!Please visit
  25. 25. Australian Seniors
  26. 26. 3,079,370 or 13.2% of Australians are 65 or older Six million or 40% of the voting population, are over 50Australian Bureau of Statistics
  27. 27. Doro’s Synovate StudyDoro invests significant time and money on research anddevelopment to understand the needs of seniors. Anexample is an independent study conducted by Synovate.Key findings:• 71% of seniors have access to a mobile phone• 90% of the 65-74 have a mobile phone• Two-thirds of the 75+ have a mobile phone• Seniors use their mobile phone mostly to make calls (82%) and secondly for text messages (35%)• 42% still feel intimidated and hesitant of new technologyMore than 2,000 telephone interviews in USA, Germany, UK, France and Sweden by Synovate. The people interviewed were all 65 or older.
  28. 28. Why do Seniors have difficulty with‘normal’ mobile phones?Common age related impairments– 82 % have vision related problems*– 50 % with hearing loss**– 42 % have problems gripping or handling *– 46 % feel insecure * * European figures ** Australian figures
  29. 29. Seniors as Mobile Users• Seniors are sold or given mobile phones they cannot use: – The screens are too small, too cluttered, too confusing – The keypad is too small, not comfortable with touch screens – The ringer & speaker arent loud enough, not the best HAC – Too many functions they dont understand or use• When a Senior uses a Doro Easy Phone they find it: – Easy to Use – Easy to See – Easy to Hear – Gives them a sense of Security
  30. 30. Visual Impairment Over 2,000,000 Australian Seniors suffer from visual impairmentDoro is Easy to See
  31. 31. Doro – Easy to See• Separated keys in contrast colour.• Sharp display with good contrast between text and background.• Large text everywhere.• Possible to adjust font size.• Possible to adjust display brightness.• Possible to adjust background colour/themes.
  32. 32. Hearing Loss3,550,000 Australians sufferfrom hearing loss2nd most prevalent health concern in Australia50% of the over 60’s find communication difficultdue to hearing lossBetter Hearing Australia Doro is Easy to Hear
  33. 33. Doro – Easy to Hear• Easy to adjust sound level.• Very loud and clear sound.• Best Hearing Aid Compatible (HAC) M3/T4.• Tone curve adjustment.• High ringtone and strong vibration.• Ring signal with both high and low frequency components.
  34. 34. 1,300,000Australian Seniors have issues with dexterity (approx)Doro is Easy to Use
  35. 35. Doro – Easy to Use• Ergonomic and user-friendly design.• Easy to handle menu system.• Charging cradle.• No key-lock hassle (due to clam design or separate key lock button).• Direct keys ; for your 3 most important contacts, SMS and camera.• Block out unwanted functions.
  36. 36. Doro – A Sense of Security• Activate the emergency key function on the back. Press and get loud signal to get attention as well as text and voice call to key persons. (Easy to activate and deactivate).• Up to 22 days standy time• ICE (In Case of Emergency).
  37. 37. Doro Mobiles – Adapted for Seniors
  38. 38. What ‘DESIGN BY DORO OFSWEDEN’ really meansUser-adapted Smart form Total experience design and function of quality
  39. 39. User- adapted designUser-adapted design
  40. 40. Smart form and functionSmart form and functionBringing users these key benefitseasier to readeasier to understand and usebetter adapted to the usereasier to hearhelpful for rememberingeasier to handleimproving the user‟s safety
  41. 41. Total experience of qualityTotal experienceof quality