This document proposes a solution to encourage active lifestyles for retirees. It suggests that mobile operators launch a new "Mobile Elderly" rate that provides retirees with a smartphone pre-loaded with useful apps. These apps include a map of local activities for seniors, a list of hobbies with tutorials, and exercise apps. The rate would use geo-targeting to monitor if retirees stay home too long and send personalized invitations to nearby activities. This is aimed at preventing retirees from becoming passive and isolated after retiring.

1. There is a widespread stereotype in
Belarus that the retirement age is like
the end of life.
Elderlies choose a passive standing
and segregated from society living.
They leave an “active physical and
social life” for young people. But the
retirement age is actually the next level
of human development.
Elderlies could and should be part of
our society.
INTRODUCTION

2. Our audience is “young elderly”
55 - 65 years old. Compared to the
previous generation of 70+ years
people, these elderly are more
modern and active mobile users.
Also they can handle smartphones
and technologies on a basic level.
Nearly 65% of “young elderlies” are
smartphone users and 22% of them
use internet.
TARGET AUDIENCE

3. When the elderlies don’t
know how to occupy their
free time, they become
unsociable.
INSIGHT

4. In cooperation with mobile operators we
start a new rate “Mobile elderly”.
When switching to this rate, the pensioner
gets a new smartphone with already set
applications in it. The applications which
are specially designed for elderlies.
There are:
- the map with activities for pensioners
(computer courses, dance clubs, lections,
film shows and etc.)
- the list with different hobbies and their
description including tutorials
- the applications with physical exercises.
SOLUTION

5. The main advantage of this rate is the use
of geo targeting. Due to geo targeting, the
special program will monitor whether the
retiree overstays at home and takes part
in activities from the list.
As soon as the program understands that
the pensioner sits at home for too long, it
will send a personal invitation for the
closest activities for the elderlies.
GEO-TARGETING
as the main advantage

6. INVITATION
Elderlies who attend the activities, will be
able to click "Invite" button and chosen
elderlies or all nearby elderlies will receive
invitations.

7. For “young elderly”: not to become
passive, go out of time and with draw
into themselves.
For mobile operator: not to lose the
audience of strategic importance
(about 10% of consumers), to redirect
from passive to active phase and to
save the considerable part of profit.
Negative perception of retirement age
is not the cause of the problem, but its
consequence. Once elderlies begin an
active lifestyle, society will see that
elderlies enjoy their life. That will
change the perception of the retirement
age from negative to positive.
HOW WILL IT WORK