USA: Start-up To Tailor Service for Seniors

NEW YORK (The Wall Street Journal), April 3, 2006: Samsung electronics launched a new start-up GreatCall which targets older phone users. The new company will offer simplified mobile phones and a wireless service called Jitterbug. If Vodaphone already markets such services, GreatCall is the first company which focuses only older users. GreatCall will market phones with large buttons, easy to read text and a cushion that fits around the user's ear. The phones also have a special button with calls assistance directly if the older user is in distress. The increasing complexity of today's phones is a growing problem for older users. According to a survey by Telephia, 31% of American respondents aged 55+ stated that a phone's most important feature was its ability to simply make and receive calls. GreatCall users will be able to access an individual web page that manages their phones, bills and set-up options. User's daughters and sons will be able to manage their parents'accounts if necessary. Jitterbug will be launched in May and the service will be charged $25 (20€) a month on average.