Consumer Insights Indicate Unique Communication Needs for Active 60-70 Year Olds Ethnographies among those 60 years and older, showed that 60-70 year olds.

Consumer Insights Indicate Unique Communication Needs for Active 60-70 Year OldsEthnographies among those 60 years and older, showed that 60-70 year olds have unique experiences with technology that influence their mobile phone behaviors.

In their lives and significantly in their later lives, 60-70 year olds have had to evolve with dramatic advances in technology, including the personal computer, internet, and cell phone. Although this group has embraced these new technologies for work and personal uses, they still hold onto older habits, such as having a telephone landline, using a paper calendar, and limited use of online services such as banking.

With many 60-70 year olds still in the workforce, the need for a cell phone is present, however it would be a phone that blends their unique needs of quality and performance with only selected or simple capabilities.

“The numbers should be larger. I don’t respond to emails often on the Blackberry because I know I’ll make mistakes with the small keys .”

“Having a landline is a tradition.”

“Too much technology interferes with being in the present.”

Highlights of JudyJudy is a 65 year old mother of

three grown children. She spent time out of the workforce when her children were young, but has since returned to work part time. In her spare time, she plays tennis, gardens, and visits her new grandchild.

Through her job and her children, Judy has kept up to date on technologies and is competent in navigating the internet and communicating through email. However, Judy still uses a landline and makes regular calls to friends and family to keep in touch.

Judy first got a cell phone as a safety feature for the car. Since then it has evolved to be a convenience item for errand running or meeting others, such as at the airport. Her use of the cell phone is limited in minutes, as well as features. Calls, voicemails, and the occasional text are its primary uses.

Ravi Ayer, Rex Coughener, Tyrie Kauff, Lynne Strickler & Jay Ye

The Nokia SITOA offers exactly what the target consumer needs: the convenience of the 10 most popular features for mobile devices for the 60+ crowd is combined with the familiarity of a planner. The tenth feature – Health Info – will be a new feature allowing users to store health information such as prescriptions, insurance numbers and personal health data.

The planner doubles as a mobile docking station allowing for use with a larger keyboard – with phone then serving as a dedicated screen – while away from a computer. Simply unlatch the SITOA for use as a traditional cell phone.

The planner portion is entirely customizable in terms of fabric, size, and page inserts, while the buyer can rest assured that the SITOA device has all the features she’ll ever use.

The SITOA by Nokia Caters to Judy with a Smart Phone and a Combined Planner and Mobile Docking Station

Removable Handheld Device with adjustable icon/font size

Paper Calendar and NotesLarge

Keyboard for when docked

Eye-catching graphic symbols on packaging let consumers know immediately which features are on the device, addressing the significant functionality awareness issue discovered through consumer research. Many consumers said they would use certain features if present, then were thrilled to learn that they did indeed have the feature.

US Population and Wireless Penetration Data Indicates Strong Business Opportunities Among Seniors

The latest population statistics show older people (age 60 and above) comprises over 17% of the total US population (about 52 million), while the wireless penetration in these age groups is relatively low (currently about 60% for 65 and above). Considering the elder population keeps growing and this age group has significant buying power, opportunities in this market, especially since there are few mobile communication devices currently on the market that target the elderly, are considerable.

The Nokia SITOA gives Nokia a differentiated product that caters to an underserved group and strengthens Nokia’s market leading position. Its simple, convenient, and easy to use. It can be aimed at not only the US market, but also emerging markets where significant growth opportunities exist.

In terms of pricing, simplicity means low cost. According to the J.D. Power and Associates 2008 U.S. Wireless Mobile Phone Evaluation Study, the average purchase price of a wireless device in the US is $101, while the average reported price paid for a smart phone is $208. Nokia is known for its ability to produce low-cost cell phones in-house, so selling SITOA just somewhere between these two numbers will give Nokia a desirable profit margin.

To increase SITOA’s market exposure and its distribution channels, Nokia can explore the possibility of co-branding with FiloFax, Cambridge, or DayRunner to leverage their equities and create synergies. Nokia can also form partnerships with senior organizations such as AARP to offer discounts to members or make SITOA the official sponsor for senior sporting events such as the senior PGA tour.

Source: Yankee Group, 2008

  Number PercentAll ages 299,106 100.0 .Under 55 years 229,014 76.6 .55 to 59 years 18,371 6.1 .60 to 64 years 14,931 5.0 .65 to 69 years 11,165 3.7 .70 to 74 years 8,423 2.8 .75 to 79 years 7,353 2.5 .80 to 84 years 5,559 1.9 .85 years and over 4,289 1.4

US Population by Age: 2008 (in Thousands)Source: U.S. Census Bureau, June 2009