This document summarizes market research conducted for an app called OAP. It includes: 1) 8 face-to-face interviews with potential customers that identified problems older users have with phone buttons, apps, and interfaces. 2) Estimates of the potential market size for Argentina of USD960,000 annually and globally of USD225 million, with 60% annual growth. 3) Surveys found all interviewed users recognized problems and most older adults avoid smartphones because they are designed for younger people. 4) There is a business opportunity to create an app to simplify interfaces for older users and people with disabilities, which could generate new revenue streams.

1. Final Report for OAP
AR-Team

2. Evaluation criteria cheat sheet
Face-to-face interview with potential customers
• 8 personal interviews
Market size
• slide #5; Argentina=usd0,96M/Y, Global=usd225M/Y 60% CAGR
Survey
• View reports performed to "Testing Value Proposition"; 100% of interviewed
persons recognize problems faced in reading buttons and texts
Lessons learned testing the hyphotesis
• Develop just a framework/basic app that could interface with an API which
specialized entities could upgrade/adapt for specific uses
• Have in mind that third parties (wholesale customers) could sell the same
platform to their own affiliates (health organizations)
• Learning curve adjustments
• Several ideas picked up from potential customers are introduced in slide #4

3. Testing our Idea
Our Hypothesis
•1) Older people face problems to read cell phone buttons and would
appreciate bigger ones.
•2) Older people face problems to identify the right app following the
cell phone's menu.
Our Approach
•We have conducted 8 face-to-face interviews with potential
customers and partners
Our Findings
•We found that the majority of 60+ people face problems with their
phones when they try to use advanced functions
•Some of them avoid using smartphones because they were
designed for young people

4. Testing our Idea
Customer Insights
• Include additional health care services as alarms and information
• Accessories might help some users to interact better with their
smartphones
• It would be great if the phone could have a simplified interface,
bigger icons, louder sounds, bigger fonts and bigger keyboard.
Adriana agreed she will paid for an Monica thinks that a phone's app to
application which provide the mentioned zoom in the icons on the screen would
enhancements, however she would not be a good idea.
spend more than 10USD for that.
Conclusions
• Based on those surveys we can say that there are customers that
have problems using their smartphones and they are willing to pay
for an app to improve the user experience

5. Market assumptions
• Estimations are based on Argentina and UN stats:
• Those who are 60 years old or older
• People with disabilities
• The touchscreen phone market was sized using business stats for
Argentina and the Global market. We also obtained the projected
annual growth rates.
• We assumed conservative scenarios in both cases (for Argentina
and the Global market)

6. Potential Market Size
• Our target are people aged 60+ years old and people with disabilities
USD USD
4 4
4M 1000 M
Argentina
Global
1,2 M 300 M
0,24 M 56,3 M
People aged 30% could have Touchscreen Touchscreen 30% could People aged
60+ or with access to phone phone have access to 60+ or with
disabilities smartphones smartphones disabilities
Usd 960.000 Usd 225.000.000
• These annual figures are based on actual population and
touchscreen phones penetration (year 2012). Projected annual
growth rate: 60%
• Growth rate for our customer segment is higher than the population
average

7. Is there any business opportunity?
• Customers face problems with their phones
• Wide customer base, more than 57 M people
• Growth rate is higher than the average rate
• Mobile and smartphone market skyrocketing in the
next 5 years
• Base product and adittional features could drive new
revenues streams
• We think this opportunity for the OEP is worth
pursuing