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Market Research Report

Increasing Smartphone Penetration and Spend in Older Customers

Published by Mobile Market Development Ltd Product code 622047
Published Content info 50 Pages
Delivery time: 1-2 business days
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Increasing Smartphone Penetration and Spend in Older Customers
Published: April 5, 2018 Content info: 50 Pages
Description

The seniors market category is a challenging one into which customers may fall for four decades (or more). It is a demographic traditionally associated with being thrifty but also with being challenged by modern technology.

Mobile Market Development believes that the times they are a-changin' in this segment and, based on our review of MNO propositions for seniors across a number of markets, MNOs should re-visit this potentially lucrative segment.

  • A decade ago, in the EU, only 10% of the elderly population (aged 65-74) used the internet at least once a week. By 2016, this had increased to 45%.

This rise in technology adoption has arisen from younger generations using the internet now moving into the senior category, but also from retired people developing internet and technical skills in their older age.

Retired household income, particularly over the last decade, has also weathered the economic storms more resiliently compared with working households.

While MNOs have offered discounts for customers reaching the qualifying age of 60+, based on the view that the senior segment is mostly comprised of low use value seekers, real innovation in addressing the segment has come from specialist niche MVNO and device players.

  • While many seniors are still technology averse and looking for low prices, the segment has broadened in age terms (down to 55+, for example) and now includes highly sophisticated members, such that a review of the segment and propositions offered is urgent.

This report looks at the sophistication generally found in senior propositions today, and explores where MNO senior propositions are in terms of meeting the needs of an increasingly tech savvy and financially secure segment.

Companies: GreatCall, Bazile Telecom, Big Launcher, Wiser, AT&T, Wind Italy, O2 Germany, TIM, Telecom Italia, Deutsche Telekom, Vodafone Germany, T-Mobile USA, Smart Seniors, Telia Sweden, Doro, Vodafone Australia, MEO Portugal, Telenor Sweden, Alcatel, Verizon Wireless, American Association of Retired Persons, AARP, Lyft,

Countries: USA, France, UK, United Kingdom, Australia, Portugal, Sweden, Italy, Germany,

Table of Contents

Table of Contents

1 Overview

2 Introduction

  • 2.1 Background to the Report
  • 2.2 Report Content
  • 2.3 Currency and Conversions
  • 2.4 Further Questions and Feedback

3 Opportunity in the Senior Segment

  • 3.1 Senior Smartphone Adoption
    • 3.1.1 Confidence is Key - As are Family Members/Care Givers
  • 3.2 Retired Households - Income Growth & Wealth

4 Senior Niche Players

  • 4.1 GreatCall Connected Health Services - USA
    • 4.1.1 Jitterbug Mobile Devices
    • 4.1.2 Customer Education and Jitterbug Tariff Plans
    • 4.1.3 Health & Safety Packages
    • 4.1.4 Other Devices and Services
      • 4.1.4.1 Lively Mobile
      • 4.1.4.2 Lively Wearable - Linked to a Smartphone
      • 4.1.4.3 Partnership with Lyft
    • 4.1.5 Expansion B2B2C, Smart Homes and Commercial Senior Care
  • 4.2 Bazile Telecom - France
    • 4.2.1 Point of Service Differentiation
      • 4.2.1.1 Facilitating Handset Set-up
      • 4.2.1.2 Accompanier - Customer Service
      • 4.2.1.3 Simplifier - Concierge Service
      • 4.2.1.4 Connection to a Contact
      • 4.2.1.5 Mobil'assistance - Emergency Assistance
    • 4.2.2 Bazile Telecom Tariffs
  • 4.3 Specialist Senior Handsets and Launchers
    • 4.3.1 Doro
      • 4.3.1.1 Handsets for Seniors and Families
      • 4.3.1.2 Resolving Handset Difficulties and Addressing Family Concerns
    • 4.3.2 App Store Launchers
      • 4.3.2.1 Big Launcher
      • 4.3.2.2 Wiser HELPER Launcher

5 Seniors Propositions from MNOs

  • 5.1 Basic Tariff Discounting - Qualifying Age
    • 5.1.1 Vodafone Australia - Seniors Discount
    • 5.1.2 MEO Portugal - Seniors Discount
    • 5.1.3 Telenor Sweden - Seniors Discount
    • 5.1.4 AT&T - Senior Nation Plan 65+ Only for Feature Phones
    • 5.1.5 Wind Italy - Basic Tariff with Data Add-on
    • 5.1.6 O2 Germany - Exclusively for Seniors
  • 5.2 Adding Value Through Assistance
    • 5.2.1 Telecom Italia - TIM 60+ Tariff Incorporating Assistance
      • 5.2.1.1 Doctor TIM Mobile
      • 5.2.1.2 How To Guide for Online Services
      • 5.2.1.3 Handset Offers - Doro's & Alcatel's Ava
    • 5.2.2 Deutsche Telekom - Smartphone Offering for Seniors
    • 5.2.3 Vodafone Germany - Seniors and Elderly Handset Range
  • 5.3 Younger Senior 55+ Propositions
    • 5.3.1 T-Mobile USA Unlimited 55+ ONE
    • 5.3.2 Verizon Wireless Response to T-Mobile Unlimited 55+
    • 5.4 MNO Use of Specialist Seniors Organisations
    • 5.4.1 AARP Benefits Extending to Devices
    • 5.4.2 Seniors Marketing Channel - Sweden
  • 5.5 Observations on Senior Handset Offerings
    • 5.5.1 How Smartphones are Generally Promoted to Seniors

6 Key Findings and Recommendations

  • 6.1 Key Findings
  • 6.2 Recommendations

Appendix - Feedback Questions

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