Page 13 - Mobile World Daily - Day One

ADVERTORIAL
Smarter
smartphones
for seniors
Research recently conducted by Deloitte identified the over 55s as the age
group that would experience the fastest year on year growth in smartphone
penetration in 2014, with almost half of this generation owning a smartphone.
The survey also shows that almost a third of older smartphone users had never
downloaded an app. Use of instant messaging among the over 65s is less than half that of
the under 24s, with use of social networking by this audience even lower.
Deloitte suggests three reasons for this. The first is confusion over packages of voice
minutes, texts and data that are typically sold with smartphones; second is the unsuitable
user interface of smartphones for those whose vision is beginning to reduce with age; the
third is that apps are designed by young people for young people.
Perhaps, this is why a generation of older people are still using tried and trusted feature
phones that younger people might have discarded years ago. The Financial Times recently
reported that successful businessmen Sir Philip Green (62) and Sir Martin Sorrell (69) both
use phones that are more than a decade old because they value the battery life and
simplicity that these offer.
So what can be done to encourage older people not only to buy smartphones but also to
embrace the opportunities these provide? After all is there any reason why older people
would be less likely to benefit from local weather, news, information on public
transportation and closer contact to family and friends via social media?
For some smartphone manufacturers, the answer is simplified versions of the same
devices with easy access software modes and limited functionality. This is not only
stigmatising but also patronising.
One myth I strongly want to dispel is that seniors do not like technology. The over 65s
today have lived through by far the largest number of technology developments of any
generation ever. They have embraced technology developments in the home, on the road
and at the office. Seniors do not hate technology – they despise unnecessary complexity.
What we as emporia have learned in our decade of working in the field of senior phones
is that everything is about usability. The size of buttons or icons is one element of this, but
one element alone. It take a completely different approach to deliver relevant and
meaningful experiences for this target demographic – an approach that studies the
behaviours of seniors in great detail and depth.
Just take a look at the ‘easy modes’ of some popular smartphones to see how inclusivity
is an afterthought, not built into the whole experience. If you go one level beyond the big icon considering the discerning older population is not only stigmatising, it limits the capability
screen, you are sent back in a native system with small font sizes.
Apps themselves are created of course, by third parties with very little connection to a
hardware manufacturer. App makers may not be empathic to the needs of older users or
MOBILE WORLD CONGRESS DAILY 2015 | www.mobileworldcongress.com
simply may never have considered this issue. This can lead to a poor user experience and
is a strong argument that, for a senior audience, both the app and the hardware be created
in harmony.
The reality is that it is only when an experience is built from scratch to consider the
requirements and aspirations of an older generation will the resulting solution will be built
for and perfectly suited to those needs. Too often, this is something that the mobile industry
has failed to do. In creating emporia’s first smartphone the emporiaSMART, emporia
worked with globally recognised authorities, such as the University of Cambridge, to fashion
a unique hardware and software that delivers relevant, effective and non-complex services
for an older generation.
The emporiaSMART enables the users to be smart on their own terms. The most obvious
visible example of this is a patented keypad that covers half the touchscreen to provide
users with the choice of traditional buttons or a touchscreen experience. This is not for
vanity, but recognises that, as we age, the tactile feedback from our fingers diminishes,
meaning that many older users struggle with touchscreens. With the emporia cover the
emporiaSMART delivers the same usability when making a call that the user has known
from a feature phone, while being a full Android phone.
All the key functionality is accessible from the home screen, words are used to explain
functionality and touchscreen training is provided for those that need it. Long lists are
replaced by fast access to the most used functions and there is a ‘back’ button on every
screen. Yet as a form factor, the device is smaller than a traditional five inch screen
touchphone and equally slim, because we know that as we age, our eye for good design
does not diminish.
The user can choose how to use the phone according to previous experiences and
preferences, without the need to resort to a user manual. Those that prefer to key in a
number with a physical number keypad can do so. Users that prefer to swipe through a
photo album can use the touch screen. Users that find a software keypad is too small when
writing a text message can use a stylus pen to select the letters.
Perhaps most compelling of all is the fact that, by designing products and services with
the needs of older people in mind, the beneficiaries are not only seniors. Inclusive design
benefits everyone – through the development of better, more engaging products. Not
of the mobile industry to deliver on its full potential for everyone in society.
Monday 2nd March PAGE 13