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Baby Boomers Beget Big-ass Buttons

By Rain Noe - January 6, 2010

in Object Culture

From a design standpoint, the phones above don't look like much--but are they the future?

They are, at least in part. Those are the Doro PhoneEasy 410, the HandlePlus 326i and the HandleEasy 330, three easy-to-use cell phones designed for Baby Boomers, which these days is code for "seniors." While manufacturers have been scaling back at exhibitions and conferences, senior-friendly companies like Doro are cramming shows like CES to the margins this year; the upcoming 2010 Silvers Summit Exhibition at CES is some 50% larger than it was last year. As boomers still have tons of purchasing power and they ain't getting any younger, you can expect this trend to continue. (And no, "nummers" isn't misspelled on the 330--Doro's a Swedish company.)

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Dom

14 years ago

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Considering the number of baby boomers that are moving toward retirement age, I believe the manufacturers will change their products to meet the demand. As Erin noted in her comment, boomers are used to having quality equipment. Concur, that they need better names. Make it competent and quality, not patronizing.

More good stuff to come, I'll bet.
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Erin Read Ruddick

14 years ago

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It's good business to recognize that aging Americans are looking for technology that is accessible no matter what stage your eyesight and fine motor skills are in.

That said, as a marketer who specializes in marketing to Baby Boomers and beyond I question the names.

"PhoneEasy"? "HandleEasy"? Sounds denigrating and patronizing to me.

There are roughly 78 million Boomers plus another 59 million or so Matures (66 plus, also known as Silent Generation). They're highly educated, tech savvy and used to having the best.

Why would they choose a product with a name that makes them sound like incompetent children?
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Vicky

14 years ago

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Anyone remember the Vodafone Simply? They tried this idea a while back, but for some reason it didn't do well. Let's see if it goes better this time.
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