Doro is transforming from a telecom company focused on home electronics into a niche telephone company addressing the senior market globally. It is focusing on its Care Electronics business unit which develops ergonomic telecom devices for seniors. Doro has become the market leader in telecom devices for seniors in some European markets and aims to expand its worldwide presence and category leadership through innovation, ease of use, and adapting products to users' needs. It plans to enrich its devices with applications and services to break down barriers for seniors while keeping products simple and user-centric.

1. Click to edit Master subtitle style
meeting
Jérôme Arnaud, President & CEO
Odense, Sept 14h, 2010

2. It all began in New Volvo
1974
… when Claes Bühler challenged
the Swedish telecom monopoly DORO answer
machine
with an answer machine named
“DORO”
ABBA wins Eurovision song contest - Waterloo

3. We are transforming Doro
A world-wide niche
Commodity products
telephone company
for
addressing senior market
some European
and generating
markets
profitable growth

4. Business structure
Care Electronics Home Electronics
•
Telecom devices for seniors •
Telecom devices for Home
•
GSM, fixed line tel, remote for TV •
Fixed line telephony
•
Retail, Telco, Specialized channels •
Retail sales mainly
•
Europe, US, Asia •
Nordics, UK & France

5. Home Electronics business unit
•
Corded, Cordless (Dect), Headset, Walkie Talkie and Baby Monitors
•
The largest supplier in the Nordic market
•
A major player in the Business market in UK
•
Among the top players in the French market

6. Home Electronics
•
Refocused to shorter range and selected distributors
•
Showing profit in Q1 2010

7. Doro decided to focus on Care
•
Research shows major rise in global senior population
over next 50 years
•
Large percentage of seniors will be affected by reduced
hearing, vision, dexterity, sense of security, etc
•
Early success with big-button phone leads Doro
to develop all-new Telecom Care Electronics
•
New partner strategy for ergonomic and
scientific product design and development

8. Our mission
We help people who face the challenges of
ageing to live an easier, safer and more
fulfilling everyday life
by developing products
especially adapted to their
needs

9. Our strategy
Focused and niche oriented
Telecom
Target 65+
Brand identity
Innovation and
improved ease of use
Category leadership
Worldwide presence

10. Enormous market already today
people around the world are 65 or older!
518 000 000

11. Dramatic changes
•
World Wide population 65+ in 20091 518 millions
•
i.e. 7,7 % of total population
Asia 281 millions
Europe 119 i.e. 6,9 %
North America 56 millions i.e.16,3 %
millions i.e. 10,6 %
Africa 32 millions
i.e. 3,3 %
South America 26
Oceania 4 millions
millions i.e. 6,8 %
i.e. 10,9 %
1) U.S Census Bureau. International Data Base 2010. www.census.gov
2) This indicator is defined as the projected number of persons aged 65 and over expressed as a
percentage of the projected number of persons aged between 15 and 64. EU statistics 2008.

12. Doro 2009
TV-campaign
Germany, France, Sweden, Norway and Finland
More than 750 spots and
Recent UK TV campaign
More than 21 million potential consumers reached (net reach)
Which have seen the spot 5,2 times in average

13. Doro’s study Feb. 2010
More than 2,000 telephone interviews in USA, Germany, UK, France and
Sweden by Synovate. The people interviewed were all 65 or older.
Key findings:
•
71% of seniors in these countries have access to a mobile phone,
–
Differences between the 65-74 and 75+ age groups. Nearly 90%
of the ones 65-74 have a mobile phone, only two-thirds of the
75+.
–
Seniors use their mobile phone mostly to make calls (82%) and
secondly for text messages (35%)
•
42% still feel intimidated and hesitant of new technology
–
With some differences: USA in the front line (35%), Sweden
(38%), Germany (38%) and UK (56%). A more considered
approach in France (61%).

14. Leading the category
Telecom in Care Electronics
We have reached
above 9% of 65+ penetration
in some markets
for our mobiles

15. Doro “DNA”:Smart form and function
Bringing users one or more
of these key befits
•
easier to read
•
easier to understand and use
•
better adapted to the user
•
easier to hear
•
helpful for remembering
•
easier to handle
•
improving the user’s safety

16. Stiftung Warentest – Germany
•
Doro PhoneEasy® 410gsm has been ranked the best phone for
seniors by the independent German testing institute Stiftung
Warentest.
•
A favorable mention by Stiftung Warentest is one of the best
accolades a product can receive in Germany.
•
“The Doro Phone Easy® 410gsm makes a very convincing
proposition with its easily navigated menus and straightforward
handling of functions. This clamshell mobile phone for seniors also
works well for users with impaired sight, hearing and/or dexterity
problems,” writes Stiftung Warentest in No. 4/2010 of its magazine
“test”.

17. Focus Online – Germany

18. Computer Bild – Germany

19. Dagens Nyheter – Sweden
•
Doro PhoneEasy® 410gsm was the winner in a test of senior mobile
phones in March in Dagens Nyheter, one of the largest newspapers in
Sweden.

20. RNID – UK
•
The Royal National Institute for Deaf People (RNID) is a charitable
organization working on behalf of the UK’s 9 million deaf and hard of
hearing people
•
Recommended Doro PhoneEasy® 410gsm
in a big test in
September 2009

21. Que Choisir – France
•
An independent magazine in
France, Que Choisir, that is
published by the Federal Union
of French Consumers has
ranked Doro PhoneEasy®
410gsm as the best choice in
their April 2010 issue

22. Consumentenbond – the Netherlands
•
Doro PhoneEasy® 410gsm was in May 2010 elected “BEST BUY –
SENIORS GSM’s” in the Netherlands by the National Consumers
Association (Consumentenbond)

23. Iltalehti – Finland
•
The biggest afternoon newspaper in Finland, Iltalehti, had a senior
mobile test in May 2010. The Doro PhoneEasy® 410gsm was
the winner.

24. Taenk – Denmark

25. Choice – Australia
•
In its review of April 2010 "Choice" the leading Australian consumer
magazine rated the Doro PhoneEasy® 410gsm the number one
mobile phone for seniors

26. Total experience
of quality

27. Geographical expansion beyond
Nordics in 5 continents
Carphone Warehouse Group
20:20 mobile
Vodafone
German retail,
Consumer
Vodafone CSL
Cellular
Orange, SFR
& Bouygues
20:20 Mobile
Claro

28. Strong & structured customer portfolio
Telecom operators Consumer Electronic Hypermarkets Telecom specialists
retailers
Telecom distributors Care specialist channels

29. Focus on Care Electronics growth
%
100
We focus on
the growth in
30
80 40 Care Electronics.
60
We are still present
60 84 in the Home fixed
93 line telephony.
40
70
60
20 40
16
7
0
2006 2007 2008 2009 Q1 2010
Care Home

30. Doro key indicators
Sales per business unit, SEK m Sales by geographical markets, %
Rest of world, 8%
United Kingdom, 10%
* Qty of mobiles
Nordic Region, 34%
Continental Europe, 48%
320k*
Care Electronics
150k* Home Electronics
Business Electronics
Sales per employee, SEK EBIT, SEK m
m/person

32. Our key success factors (1/2)
•
We are dedicated and focused
•
We are smart enough to listen to end-users, react fast and adapt our
product offering to the target group evolution
•
We are technically skilled to get our devices approved by ATT, Orange,
Vodafone, Telia, Telenor, GCF labs
•
We have been fast and the first player developping a full offer on a
world wide basis
•
We are the market leader and the biggest dedicated player with a
recognized brand

33. Our key success factors (2/2)
•
We have access to the best manufacturing plants and R&D, but still
with unique platforms and devices
•
We have patents agreements with main patents owners
•
We are small enough to react fast and accept niche deals
•
We are solid financially and can grow fast as
–
We are a stock listed company supported by investors ready to
follow us and
–
Have a lot of resources outsourced to partners that can scale fast

34. Doro is a stock listed company
Doro share
Small cap Stockholm
08 09
•
Company capitalization is worth 460 MSEK = 45 M€ approx

35. What is next and beyond
current plan?
•
We intend to enrich and create IP around simplicity / ease of use
•
We intend to enrich the value of our hardware making them more
applicative devices
–
Application / content
–
Service
•
And developping or participating to an eco-system where GSM can
break some bareers
•
But still:
–
Being user centric and not technological centric organization
–
Help them ageing at home with more safety & pleasure, keeping it simple
–
Be even more relevant reducing the anxiety of a generation towards his
parents left alone or at risk