Seniors: the new target manufacturers of smartphones

The rise of smartphones, including in France is more to prove. But the real novelty concerns the growth levers which are diversifying. If youth and adults fuel sales, it now takes with senior citizens who obviously have no intention of being left by the wayside.

According to a Senior Strategic study, 67% of the older French 50 to 75 years have a phone and 79% want to equip themselves in smartphone when they change device. With a population that is aging, it realises the interests of manufacturers for this target with a strong purchasing power.

Remains that the current offer is not suited to this target. GPS manufacturers to offer a dedicated to the image of Fujitsu that launches with Orange, Stylistic S01.

 

This Android smartphone is equipped with a overlay adapted to the use of the seniors with for example of large icons and a touch a little different approach to differentiate the actions. There is also a warning system for relatives and an optimized audio device. It is proposed to 89.90 euros with package.

But at the moment the real specialists who derive their PIN of the game, the image of Emporia and Doro. Swedish is the leader in telephony for seniors and has launched in recent months its offensive in smartphones.

Doro: 300,000 mobile for seniors per year in France

It must be said that the growth is: + 50% in one year in France, says Valérie Olek, commercial Director whose company owns 40% of market share in France volume on the target (i.e. 300 000 units per year).

"There is a real change. The senior population was largely undermanned in mobility even three years ago. Today, there is a strong demand for mobile in general and on the smartphone in particular. However, to play the card of simplicity and take into account the real uses", she continues.

The company has therefore adopted a prudent strategy. It has done much study, much analysis of expectations and usage, to launch in 2012 the 740, a hybrid 3G terminal to midway between the feature-phone and smartphone (sliding screen and touch keypad).

Obviously the effort was focused on ergonomics (icons, menus...) with an optimization of the interface based on Android, dedicated applications, innovative services (such as the ability to speak on the phone from a Web site to a third party) and the classic functions such as emergency call button.

Doro refuses for the moment to give sales figures, but it appears that users simply yet basic functions. Question of learning judge manufacturer that will launch this year a new model all touch at a price tight (around 60 euros).

It remains to convince operators. Classical models ended up getting a place in the plans of the operators (50% of sales of Doro) but at the moment the first smartphone of the mark is absent.

"Operators have realized the importance of this market," nuance however Valérie Olek which States that some are faster than others. In Germany, the market of the mobile for seniors is thus twice as important in France.