Mobile phone services for senior citizens: the forgotten segment

Table of Contents

Key messages

Operators should recognise the value of the ‘grey pound'

• The forgotten segment
• How big is the opportunity?
• Old doesn' t have to equal low income
• Who is addressing this segment today?

Understanding user requirements

Recognise the need for micro-segmentation

• More than one type of user for this age group

Table of figures

• Figure 1 Number of people aged 60+ by region
• Figure 2 Monthly disposable income of household by age of household head in Japan (2005)
• Figure 3 GfK' s statistics for age-specific purchasing power in Germany (2005)
• Figure 4 A selection of customised devices designed for senior citizens