Doro is set to bring its first Android tablet to market in 2013 as the manufacturer continues to target elderly consumers with new devices.
The device will run the company’s Android skin, Doro Experience, which it said would combine a simple user interface with a specially curated range of apps.
Users will be able to access content shared by others, so a grandparent can view photos sent to them by a relative, for example. Doro UK MD Chris Millington said: ‘It’s a way of bringing a smart device to an audience who needs a little bit of help with them.’
The software has been tested on other Android tablets, such as the Samsung Galaxy Tab 8.9, and will be included in Doro’s first Android smartphone, the PhoneEasy 740, which is set for launch in September or October.
Millington told Mobile the company was focusing on producing new Android devices in the short term.
He added: ‘We will certainly look at Windows but I want to wait for Windows 8 and see how it impacts on mobile.’
Millington revealed that several new Android devices would be released next year. The Doro UK MD said it was moving into smart devices because rival manufacturers are not focusing on what elderly customers want.
He said: ‘There are issues that an ageing population faces with using smartphones. They are built from a technology standpoint rather than a user standpoint. A great user experience doesn’t necessarily require lots and lots of features and specs.
We have found that a lot of those features won’t be used by our customers.’
Millington said he was encouraged by signs that that networks were ‘changing their attitudes’ towards the elderly market by stocking its devices. He said: ‘We are only scratching the surface of potential customers. There is lots of work to increase reach and build the marketing proposition to enable us to tap into that.’