Doro has launched its second smartphone, the Doro Liberto 820 (pictured), with the brand saying that research had shown a large number of its senior customer base wanted to upgrade. The manufacturer’s MD Chris Millington told Mobile exclusively that it had also ‘learnt a huge amount’ from its first ever smartphone which was launched in October 2013.
‘We spent a long time researching what our customers were looking for and found that 58% of seniors we spoke to wanted to upgrade to a smartphone,’ said Millington. ‘Seniors want to get a smartphone, and they feel pressurised to do so, but they’re not sure what they want. This is why with our new phone we have included a set of features that will help customers coming to smartphones for the first time.’
The new Liberto 820 device has a coach feature which takes the customer through the basics of using their phone for the first time and evolves gradually to help them get the most from their handset. It can also be used with a ‘minder and manager’ app which allows a relative to provide remote assistance to the phone’s user.
Significantly for networks, if the take-up of Doro’s new phone is substantial it could also mean a large number of customers converting from Pay As You Go to contract tariffs.
Millington explained: ‘For feature phones the market is predominantly Pay As You Go, it works out at around 70% of customers with the majority of the rest going through low cost contracts. With the smartphone market that shifts to being predominantly low cost contracts. Customers need to have a data allowance as part of the phone’s package to avoid bill shock.’
The phone will retail SIM-free for around £200 and Millington confirmed that it would be carried by all its main distributors including Brightstar 20:20, Data Select and Exertis Micro-P.