Chris millington doro july 2010

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Chris Millington Managing Director, UK & Ireland

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Presentation from Senior Mobile Market 2010

Transcript of Chris millington doro july 2010

Page 1: Chris millington doro july 2010

Chris Millington

Managing Director, UK & Ireland

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Agenda

• Overview of Doro• What have we been doing since the last conference• International expansion• Marketing• Product development – inclusive design• Who are the users?• Easy marketing – don’t call me a ‘senior’• Questions• Additional information

– Doro range, special features

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Doro overview

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New Volvo

DORO answer machine

ABBA wins Eurovision song contest - Waterloo

It all began in

1974… when Claes Bühler challenged the Swedish telecom monopoly with an answer machine named “DORO”

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Telecom operators Consumer Electronic retailers

Hypermarkets Telecom specialists

Telecom distributors Care specialist channels

Increasingly strong customer portfolio

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Increased speed of international expansion

• USA• South America• Australasia• China

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Growing success • Care from 7% of Doro’s total sales in 2006

to 70% in Q1 2010

• Expansion in Europe through Orange and Carphone Warehouse Group

• Expansion into US through Consumer Cellular

• Beginning of expansion into South America and Asia

• Up to 2 % share of mobile phone market in our best markets

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Care becomes Core

• Research shows major rise in global senior population over next 50 years

• Large percentage of seniors will be affected by reduced hearing, vision, dexterity, sense of security, etc

• Early success with big-button phone leads Doro to develop all-new Telecom Care Electronics

• New partner strategy for ergonomic and scientific product design and development

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Today Doro is the leader in Telecom Care Electronics

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Our mission

We help the growing worldwide senior population to participate actively in modern society, for a happier, safer and easier everyday living, by developing products especially adapted to their specific needs

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Dorobrand and company values

• Trust– Trust is about assurance – ’we deliver what we promise’– We are ethical and we care about users, customers and employees. – We deliver high quality products that you can rely on as a partner or end-user

• Care– Care is about being empathic and attentive to the needs of others.– It is our humanity, speaking more of our emotional intelligence than our intellect– Its about our end users – everything starts with a real, human need, to deliver

solutions with dignity and respect

• Easy– Ease is about being uncomplicated, straight forward and intuitive in our products

and our language.– We innovate to make products inclusive for all – no matter the need.

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The best partnerssince non of us are as good as all of us

The best specialists in different fields

Ergonomidesign, Synovate, Charity & Senior organizations, Academic and research

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User-adapted designDifferent models for different needs

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The proof is in the praiseDoro Telecom Care Electronics

wins international recognition: • Janus Award 2008• IDEA® Award 2008• Bio 21 Honourable Mention 2008• Wonder Vision Award 2009• iF Gold Award 2009• Red Dot 2010

Wonder vision award from Stevie Wonder

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International test award winner

• Doro PhoneEasy® 410gsm has been ranked the best phone for seniors in Germany, Sweden, UK, Netherlands, Finland, Denmark and Australia

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What ‘DESIGN BY DORO OF SWEDEN’ really means

User-adapteddesign

Smart formand function

Total experienceof quality

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Easy to use mobile in clamshell model, which is the easiest way to answer and terminate a call. Features include vibrating ringer, Bluetooth®, FM-radio, one-touch emergency dialling and SMS messages, and superior HAC capability.

Doro PhoneEasy® 410gsmEasy mobile phone in clamshell design

• Loud and clear sound +35dB• Bluetooth® for wireless headset and neckloop• MMS for receiving photos

M3/T

4

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GSM mobile phone with large keypad, intuitive menus and enlarged text for easy dialling and messaging. Other features include charging cradle, amplified sound and dedicated keys for easier keylock, text messaging and emergency functions.

• Direct memories•Direct SMS button• Easy keypad and simplified menus• Clear, amplified sound +30dB with tone control

Doro PhoneEasy® 332gsmEasy mobile phone

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Who are the users?

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What issues do they face?

• Seniors with mild to severe impairments and/or feelings of insecurity

• Common impairments*– 82 % have vision related problems

– 29 % with hearing loss

– 42 % have problems gripping or handling

– 46 % feel insecure

* European figures

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Understanding seniors from their perspective

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A very diverse group

• “Stop putting us between 60 and 107 in the same basket, thinking that we are all alike. We are all unique.” Tullia von Sydow, senior member of the Swedish Parliament

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In the minds of seniors to be• When do we begin to see ourselves as seniors?

– when we approach retirement

– when we become grandparents

– when we admit to ourselves that we need assistive aids, e.g. hearing aids

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Understanding seniors from their perspective

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Understanding seniors from their perspective

• How to communicate• What language to use and not use• When is a person prepared to admit that he/she has a special need?

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Key values and aspirations

for seniors

• This group is very safety and stability oriented.

• The home and the family is very important to them.

• They are basically uninterested and uncertain about new technology and often can find reasons for not using it.

• They hold strong values of equality and fairness where they believe that everybody should be treated fair and alike.

• They are loyal as consumers and do not often change supplier.

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Brand identity

Innovation andimproved ease of use

Category leadership

Worldwide presence

Financially affordable goals

Telecom Target 65+Easy/Plus

Our strategy

Focused and niche oriented – volume focused for success

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Four reason to love a Doro mobile phone

1. Hearing

It is easy to: • hear the phone ring• adjust the volume• boost the volume up to +35dB• use your hearing aid when calling thanks to the outstanding HAC

performance

Perfect quality sound for everybody

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Four reason to love a Doro mobile phone

2. Seeing

It is easy to: • read the large and clear display• dial with the large keypad• choose colour display or black and white display to suit different eye

conditions

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Four reason to love a Doro mobile phone

3. Security

It is easy to: • use the alarm button on the back side of the phone in case of an

emergency situation. • just push the button and then the phone sends an SMS to the five

persons on the call list and calls the five

people on the call list

You are never

alone with a

Doro PhoneEasy®

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Four reason to love a Doro mobile phone

4. Simplicity

It is easy to: • use with the exceptionally simple and straightforward menus• handle thanks to large and separated buttons• make calls by using the short cuts available on some models• charge in the charging cradle

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Doro provides the strongest range– “easy-to-use” mobiles on the market

338gsmHandlePlus334gsm

HandlePlus334gsm IUP

HandlePlus326i gsm

341gsm 345gsm 409gsm 410gsm 332gsm

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All are “easy-to-use”

That’s why we call them “Easy”

• Easy products are;

• designed for people with mild or no impairments

• less specialised than our Plus products

341gsm 345gsm 409gsm 410gsm

332gsm

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Easy + Need = Plus

That’s why we call them “Plus”

• Plus products are;

• designed for people with severe impairments

• more specialised than our Easy products

338gsmHandlePlus

334gsmHandlePlus334gsm IUP

HandlePlus326i gsm

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Easy marketing – don’t call me a senior

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Please don’t call me a ‘senior’

• I know I’m older, I don’t need reminding• I know my hearing is not as good as it was – do i need you to call me

defective?• Yes i wear glasses for reading – so what!• I know holding something for a long time hurts – when did you last do

a hard days work?

• Things just get smaller, faster and more complicated – I’m retired, i am fortunate to have more time and don’t want these things – what about what i want?

• Older is wiser – not stupid. Please respect me, I think I’ve earned it!

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2010 UK TV and Media campaign

TV commercial• Clear, straight to the point TV spots• ‘Brilliantly simple’ positive EASY message• July 16th launch

– ITV1, ITV3 and Chanel 5 coverage for 1 month

– On-Line campaign

– Focused on the brand but to deliver the key message and support Orange UK sales

– 427 airings, 26.7m hits

• On-Line Media campaign– 6 weeks starting 16th July

– www.doro.co.uk/easy landing page site

– Advertising in the top 200 sites with 60+ senior demographic

– Social media and blogging + PR focus

• See the adverts on YouTube– http://www.youtube.com/watch?v=QydDXk4a_cs&feature=channel

– http://www.youtube.com/watch?v=uu-WYboiHzc&feature=channel

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Doro 2009 TV-campaign

Germany, France, Sweden, Norway and Finland

More than 750 spots

More than 21 500 000 potential consumers reached (net reach)

Who saw the spot 5,2 times in average

http://www.youtube.com/watch?v=kGzFoq1vRHc&feature=player_profilepage

http://www.youtube.com/watch?v=I1k_9NTSgzc&feature=player_profilepage

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2009 TV campaign

TV commercial• Clear, right to the point TV spots

http://www.youtube.com/watch?v=kGzFoq1vRHc&feature=player_profilepage

http://www.youtube.com/watch?v=I1k_9NTSgzc&feature=player_profilepage

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www.doro.com

The Doro starting page

The BU starting page

The GSM pages

The Care starting page

The HOME & BE starting page

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Example of PR clippings - UK

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At Home & Outdoor – selection of ads

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Advertising

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TV adverts

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TV – cont.

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Thank you for your time today

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Additional information

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The products and our offer

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Overall comparison

338 341 345 332 409 410 326i 334

Easy to read display

b/w b/w colour colour colour colour b/w b/w

Direct memory buttons

3 - - 3 - - 4 4

Phonebook 50 300 300 900 300 300 20 -

SMS receive ● ● ● ● ● - -

MMS - - - - - receive - -

Bluetooth  - - ● - - ● - -

Radio - - ● - - ● - -

Torch - - ● ● - - - -

Alarm - ● ● ● ● ● - -

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Overall comparison

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Easy to use

• Large buttons simplify operation• Some models have one-touch memory buttons – a feature not found

with ordinary mobile phones• Simple and straightforward menus• Large, clear displays. • Selected models have options for removing unwanted or unused

functions

––

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Easy to read display

• Increased readability• Large characters that are easy to distinguish• Display types vary from high contrast white on black to sharp colour,

depending on model and user preference.

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Easy to read display

b/w b/w high contrast

colour colour colour colour b/w b/w

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Large separated buttons

• Standard key feature on all our mobile phones• One step further by separating the buttons with our latest models. • Created a keypad more like that of a normal telephone, providing

optimal ease when dialling or messaging.

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Loud and clear sound

* Competitor B market and sold as an amplified phone.

The Swedish Association of Hard of Hearing People recommends Doro PhoneEasy® 410gsm for people with hearing aid.

dB level compared with competitors

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HAC – Hearing Aid Compatibility

338 341 345 332 409 410 326i 334

HAC M3/T3 - M3/T3 - M3/T4 M3/T4 - M3/T3

Mobile phone conversations using a hearing aid only is often complicated to tune in or hindered by frequency disturbances. Most hearing aids have a setting for the telecoil. This allows you to use special listening equipment such as a mobile phone that is hearing aid compatible.

Mobile phones are tested to see if they comply with the definition of hearing aid compatibility (HAC). “M” refers to the microphone mode (the normal setting) and “T” to the telecoil mode. An M1 or T1 is the poorest rating, and an M4 or T4 is the best rating.

Wireless devices that are rated for HAC should improve usability for hearing aid users. However, because of the highly individualized nature of hearing loss and hearing aids there is no guarantee.

.

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Emergency functions

• Our mobile phones have various built-in security functions such as automatic emergency SMS alert messages and call dialling. Some models also offer a dedicated SOS button for one-touch dialling to pre-registered emergency services.

338 341 345 332 409 410 326i 334

SOS button 

● ● ● ● ● ● - ●

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Adaptable functions – we are all different

Full top-menu set. Minimum top-menu set.

Make the phone adaptable for a wider target group

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Doro PhoneEasy® 332gsmEasy mobile phone

SpeakerphoneDedicated keylock buttonBacklit keypadTorchCalculatorCalendarOne touch memories900 Phonebook positionsList top 10 contacts firstEmergency call buttonColour displayBig display fontOptional display modes optimised for visually impaired usersAdjustable font size for SMS and phonebookVibratorAlarmMaximum receiving amplilfication 30dBMaximum ringer volume 83 dB(A) at 1 meterTone ControlSMS keyHide unwanted functionsStandby time: Up to 666 hoursContinues use on batteries : Up to 4 hoursCharging pod includedGSM quad-bandHeadset included

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Doro PhoneEasy® 410gsmEasy mobile phone in clamshell design

Loud and clear sound +35dBSpeakerphone FM-radioCalculator300 position phonebook Emergency SMS alerts and call listVibrating ringerAlarm and reminderHearing Aid Compatible, M3/T4SMS functionReceive MMSHide unwanted functionsSoft touch coating for better gripBluetooth

M3/T

4

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Doro PhoneEasy® 409gsmEasy and basic mobile phone, clamshell style

Clamshell style mobile phone easy enough for everybody to use. Large buttons and characters are combined with louder speaker volume and HAC. Plus reminders, wake-up alarm and one-touch emergency dialling and SMS messages.

• Load and clear sound +35dB• Reminders and wake-up alarm• Send and receive SMS

M3/T

4

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Doro PhoneEasy® 409gsmEasy and basic mobile phone, clamshell style

Extra loud handset, +35dBSpeakerphone Calculator300 position phonebook Emergency SMS alerts and Call listVibrating ringerAlarm and reminderHearing Aid Compatible, M3/T4 SMS functionHide unwanted functions

M3/T

4

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Doro PhoneEasy® 345gsmEasy to use mobile phone with Bluetooth®

• Large keypad and easy to read colour display• Send and receive SMS, FM-radio and torch• Loud and clear sound +30dB

Besides essential call functions this mobile is offering plenty of functionality together with vibrating ringer, soft touch surfaces and Bluetooth® wireless technology for use with wireless headset, neckloop or advanced hearing aids. Also equipped with one-touch emergency dialling and SMS messages.

M3/T

3

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Loud and clear sound +30dBSpeakerphone FM-radioFlashlightCalculator300 position phonebook Emergency SMS alerts and call listVibrating ringerAlarm and reminderHearing Aid Compatible, M3/T3SMS functionHide unwanted functionsSoft touch coating for better gripBluetooth

M3/T

3

Doro PhoneEasy® 345gsmEasy to use mobile phone with Bluetooth®

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Doro PhoneEasy® 341gsmEasy to use mobile phone with high contrast display

Dialling and messaging made simple thanks to big buttons and enlarged characters on a high contrast display. Loud speaker volume plus reminders, wake-up alarm and vibrating ringer. Also equipped with one-touch emergency dialling and SMS messages.

• High contrast b/w display• Send and receive SMS• Loud and clear sound +30dB

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Extra loud handset volume +30dBSpeakerphone Calculator300 position phonebook List top 10 contacts firstEmergency SMS alerts and call listBig display font Vibrating ringerAlarm and reminderSMSHide unwanted functions

Doro PhoneEasy® 341gsmEasy to use mobile phone with high contrast display

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• Large keypad and easy to read display• 3 direct memories• Loud and clear sound +30dB

The ultimate mobile for basic communication – to make and receive calls. Features include speaker- phone and a 50-names phonebook. Also equipped with one-touch emergency dialling and SMS messages. Optional receive-only SMS.

Doro PhoneEasy® 338gsmEasy mobile phone for basic communication M3/T

3

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Loud and clear sound +30dBSpeakerphoneKey lock 3 one touch memories50 Phonebook positionsOne press alarm dial-upVibrating ringerHearing Aid Compatible, M3/T383dB(A) ringer volumeReceive SMS (optional)Soft touch coating for better gripCharging cradle included

Doro PhoneEasy® 338gsmEasy mobile phone for basic communication

M3/T

3

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Extremely easy to handle mobile phone. Dial any of 4 programmed numbers, place a call to emergency services or activate alert dialling and SMS to your 4 contacts.

• 4 memory buttons with name index • One-touch emergency calls & SMS alerts• Speakerphone and vibrating ringer

HandlePlus 334gsmSimple mobile phone with alarm functions

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HandlePlus 334gsmSimple mobile phone with alarm functions

4 memory buttons with name indexEmergency SMS alerts and call listSOS alarm buttonSpeakerphone Vibrating ringerSeparate key lock buttonHearing Aid Compatible, M3/T3Soft touch coating for better gripCharging cradle included

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Direct memory buttons. Easy access of up to 20 stored names simplify dialling. Other features include vibrating ringer, speaker-phone and easy grip surfaces. No SMS function.

• Large keypad and easy to read display • 4 direct memories • Easy to use 20-phonebook

Doro HandlePlus 326i gsmEasy to use mobile phone with four direct memory buttons

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Doro HandlePlus 326i gsmEasy to use mobile phone with four memory buttons

4 one touch memories50 Phonebook positionsSpeakerphoneVibrating ringerKey lock Soft touch coating for better grip

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The best suited phone for who?

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Beyond ARPU/CLV:

• Revenue In Social Entities, RISE– An adapted senior handset

– + an adapted calling plan

– + rebates for friends and family

– = stable important customer that will benefit from the fact that his/hers near and dear have the same operator, generating:

• More customers in the senior’s social & family network

• Less churn and win back cost among the seniors friends and families

• 1 senior = 10 loyal customers!

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People will like your company

• You will be perceived as a company that cares

• Both Doro and our customers receives a lot of PR hits for the care products, why?

– Media loves to talk and write about products that are different and improve people’s life.

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Easy Marketing

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BACK-UP SLIDES

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Link to our channel at Youtube

• http://www.youtube.com/results?search_query=doromedia&search_type=&aq=f

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Examples of PR clippings - France 

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Examples of PR clippings - UK

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Stiftung Warentest

• Doro PhoneEasy® 410gsm has been ranked the best phone for seniors by the independent German testing institute Stiftung Warentest.

• One of the best accolades a product can receive in Germany.

• “A very convincing proposition with its easily navigated menus and straightforward handling of functions. This clamshell mobile phone for seniors also works well for users with impaired sight, hearing and/or dexterity problems.”

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Examples of PR clippings - Norway

Norway’s largest mobile web page;

http://www.vg.no/teknologi/artikkel.php?artid=528982

 

 …and take a look at the blog as well;

http://www.amobil.no/artikler/doro_328_og_330/55064

 

 

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TV links HandleEasy 326i gsm in Wall Street Journalhttp://online.wsj.com/video/andy-jordan-tech-diary-cell-phone-for-seniors/FCB2769A-0B6F-4B68-944B-96468E768CB2.html

HandleEasy 326gsm at IVA - Die « SuperHandys » (the super gsm’s) http://mediathek.daserste.de/daserste/servlet/content/893266?pageId=487890&moduleId=435054

HandleEasy 326gsm in Aftenposten, Norway (the third largest newspaper in Norway) http://www.aftenposten.no/webtv/?id=8780&cat=22

HandleEasy 326gsm in the prime news in TV2 Denmarkhttp://nyhederne.tv2.dk/video/index.php/nodeId-11146615.htm

Doro PhoneEasy 410gsm morning show TV4 Swedenhttp://tv4play.se/aktualitet/nyhetsmorgon?videoId=1.1149866