By Stevie Smith Jul 19, 2007, 13:37 GMT
The UK mobile phone industry has come under fire this week following its refusal to carry a mobile phone designed specifically for the more elderly tech consumer, reveals the handset’s distributor Communic8.
The £170 GBP ‘emporia Life’ mobile phone, which offers up an extremely user-friendly, clutter-free design featuring easy-to-use keys, a bright orange and easy-to-read display screen, and a sizeable red ‘panic button’ on the rear, has been turned away by retailers as it doesn’t fit within their demographic targets.
Stewart Smith, managing director of Kent-based Communic8, has stated that his company, which supplies telecom services "to the elderly and those with special needs" has also been unable to secure a network operator for the phone.
"We are in discussion with a number of retailers," said Smith in a BBC news report, "but particularly when it comes to the mobile networks, they find it hard to see where this kind of device fits within their brand." Smith also went on to say that mobile operators are largely driven by the potential on offer through the youth market or the business sector "because that’s where they make their revenue."
Age Concern, the UK’s largest charity working with and for the elderly, has duly accused the mobile industry of ageism regarding its unwillingness to embrace the emporia Life handset. "The fact that high street stores aren’t interested in stocking a phone product specifically targeting older people, shows an ageist approach to their potential customers," criticised Gordon Lishman, Age Concern’s director general. "These stores are missing out on a big, and growing, market if they don't cater to older people."
Lishman’s comments have been branded as "absurd" by UK carrier Telefonica O2, which countered his claims of discrimination by saying that it too offers a mobile handset that is "ideally suited to older people." Specifically, the O2 ‘Jet’ handset offers users a much simpler interface and prolonged operational life.
The emporia Life handset may also be finding it hard to break into the retail arena based on price, although Stewart Smith does not believe that to be the reason. "[Elderly people have] found a device that's finally accessible so actually what we're finding is price is not an issue," he insisted. However, the Life phone’s cost of £170 GBP is considerably more than O2’s Jet, which retails on a monthly payment plan or a one-off price of £59.99 GBP.
One of the unique selling points connected to the emporia Life mobile phone is its clearly defined red panic button, which is situated on the rear of the handset. The quick access button is capable of instantly dialling up any one of five predetermined numbers for the user in case of emergency.
The emporia Life handset is currently available online via Communic8 or the Royal National Institute of Blind People.
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