A MARKET STUDY FOR

SENIOR CITIZENS EASY TO

USE CELL PHONE
Kate Yeng;Oz Assignment Help

Market Research on mobile phone

usability
Introduction:Cellular phones for adults are one of the latest introductions in handset market with excellent market
potential. These phones are extremely easy to use for senior citizens because of their big displays
large push buttons speed dialing system and some companies even provide assistance in
contacting emergency services.

Market study
These phones are slightly different from regular cell phones as they are designed with keeping
requirements of senior citizens in mind like louder voice bright displays and even there prices are
kept in a range where senior citizen can afford it as most of them are on fixed income sources.

Market research requirement

A through market research is required for launching these phones as they are a very niche market
and can achieve economies of scale only in areas with high population of senior citizens.
This market segmentation is growing and make pricing sensitive and dependent on others opinion
(family and peer group) before making a purchase.

What happens in market

Market is getting extremely competitive because the other market segment for cell phones is getting
saturated and handsets are becoming more of a commodity. So all companies are targeting this
segment which is still untapped and have a very healthy growth rate on year on year basis.

Product offered
Product offered by us is by RETCALL MOBILE LTD in the brand name ONE dial easy. It is a retro
style product with certain new concepts and features. Following are its core features:1. Life saver: this feature sends an emergency message to pre-selected 5 numbers as well as to
911 when pressed down a button for 10 seconds continuously. A very good feature considering
the health related issue and crimes against senior citizens.
2. Big display; the display is quite big in size, bright colored and very large font. This makes it
easy for them to read it even with impaired vision and dim lights.

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3. Voice dial pad: this pad dials the number, saves it send and receives messages on voice
command only. This makes it very user friendly and also be used by people who are unable to
dial or read and write.
4. Standard answering pad: the answering pad is standard in nature with 3 common buttons which
are multipurpose and can be used for various activities making it easy to use.
5. Numeric pad with illuminating pad:- the numeric pad is also made up of illuminating material
which is useful in using the cell phone in dim lit areas or in low visual clarity.
6. Numpad cover: this contains a big name card area where the name of the owner even with
address can be placed in big bold letters. This enhances the safety of cell phone as well as more
assurance of its safe return if lost.
Current market trends:- the market of these phones is growing at a pace of 25% year on year
basis and more economic range is demanded by market as the target segment for this product is
very price sensitive and with paying capacity of lower end.
Population status in UK and its senior citizen population
A graphical representation of population distribution

The population of the United Kingdom was estimated to be 60,975,000 in mid-2007, up by 388,000
(0.6 per cent) on the previous year and nearly 84% of population of UK lives in ENGLAND which is
most densely populated while SCOTLAND is least densely populated area. The population is also

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increasing in such a fashion that for the first time UK has more number of 65 + than 16+ in its
population.

Population statistics of UK

All ages: 58.8 million

Under 16 years: 11.9 million

Men and Women 16 to 64; 36.1 million

Men and Women 65+:- 10.8 million

Males; 28.6 million

Females: 30.2 million

Explore Youth Community Development Assignment

Statistics of Nottingham
Nottingham is a major city as well as unitary authority area in East midland region of UK . The city
itself has a population of 288700 while the population of wider Nottingham urban area is 667,000 in
last census. The latest nongovernment figures of population of Nottingham are as follows. The latest
population estimates are:
1. 300,800 for the City of Nottingham
2. 667,100 for Greater Nottingham
3. 786,600 for the Nottingham Travel-to-Work Area
The senior citizen population of Nottingham is approximately for 65+ populations is as follows
1. Total persons: 99100
2. Males: 43500
3. Females; 55600

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(Source: Population Estimates Unit, Office for National Statistics)

Pricing comparison

MAJOR BRANDS

PRICE RANGE (including taxes)

COUNTRY

INO MOBILE

90-120 British pound

SINGAPORE

MATOB MOBILE (Doro)

133 British pounds

ENGLAND

MATOB MOBILE (easy 5)

80 British pounds

ENGLAND

JUST 5

90 US DOLLARS

USA

F9500

73 US Dollars

USA

If we look at general comparison of prices the products from USA are relatively cheaper than
products available in UK but if we take in effect the cost of transportation and other insurance relate

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cost it might be of same range. The features available in handset the calling plans, battery life etc
also contribute in coming to a total cost. This comparison gives a clear indication that if a cost
effective range of product can be launched in UK market there could be a huge market potential for
it.
Places where this product can be marketed
There are various places where this product can be marketed if we target the right market segment
at right places. Putting ps in place the product, place, price and people we can target by following
ways;1. We can contact the old age homes or senior citizen residential area societies and can offer bulk
deals to them
2. We can also make partnership with telephone service provider companies to give a combination
plan with special plans for senior citizens where we can give the handset in combination with
plans.
3. We can also market our product to various old age clubs, committees, social groups and support
groups for senior citizens. Here we can use communication strategy with a message for the
product to a very focused and targeted market.
4. We can study the demography of UK and target the areas where more number of senior citizens
is residing.
5. We can also contact district libraries hospitals clinics and worship places where more number of
senior citizens visit.
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Marketing plan:
The product should be marketed as a value for money product as senior age group believes in value
for money.
1. Product:- easy to use big display and assistance in emergency
2. People: senior age group ( 65+) people of both genders.

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3. Price: the price band should be between 75 pounds to 100 pounds depending on features and
talk plan combined with it.
4. Place:- the place to market will be senior citizen societies social groups colonies old age
homes hospitals and even working people who have old age parents and grandparents
5. Promotion:- the product will be promoted as a easy to use extremely beneficial in emergency
and value for money product. In launch we can provide some free talk plans and other benefits
like free gifts or coupons for customers to attract them.
{Know more about: This is how Mobile Devices are Helping Visually Impaired People}

Average income of UK citizens according to age group

Age Band

Median
Income

Mean
Income

Median Income
(Men)

Mean Income
(Men)

Median Income
(Women)

Mean
Income
(Women)

Under 20
years

8,130

9,570

8,490

9,810

7,990

9,250

20 24
years

11,800

13,200

12,400

13,800

11,200

12,300

25 29
years

17,000

19,300

17,800

20,600

15,900

17,800

30 34
years

19,500

23,900

21,600

26,700

16,400

20,100

35 39
years

20,100

26,800

23,600

31,700

15,500

20,100

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4044 years 20,200

28,100

24,600

34,600

14,900

19,800

45 49
years

20,300

28,600

24,800

35,400

15,200

20,100

50 to 54
years

19,300

27,000

23,500

33,400

15,100

19,200

55 59
years

17,200

24,500

20,900

29,900

13,100

17,200

60 64
years

13,600

20,000

16,500

24,300

10,700

14,200

6569 years 12,600

17,900

13,600

19,500

11,100

14,800

70 74
years

13,300

18,100

15,600

21,100

10,700

14,300

Over 75
years

12,400

16,700

15,300

19,900

10,400

14,100

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REFRENCES
http://www.aliexpress.com/wholesale/wholesale-original-boyouth-519-old-people.html
http://www.matobmobile.co.uk/index.php?id=easy_5_phone
http://www.dooyoo.co.uk/mobile-phone/easy5-mobile-phone/1064016/#rev
http://www.just5.com/home.php
http://www.inomobile.com/
http://www.statistics.gov.uk/cci/nugget.asp?id=6
http://www.statistics.gov.uk/hub/population/index.html
http://www.irr.org.uk/statistics/population.html

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