Orange is ranging its first handset from Swedish manufacturer Doro. The Doro PhoneEasy 410s is being targeted at the senior mobile user, especially those who may have daily functional impairments and frustrations such as reduced vision, hearing, dexterity and memory.
The Doro PhoneEasy 410s is available in Orange stores nationwide and online priced at £99.00 and is being offered on Orange pay-as-you-go tariffs.
Results from a recent Synovate study for Doro reveal that just over three quarters of UK seniors currently have access to a mobile phone. However, half of them feel intimidated and hesitant about using new consumer technologies. When asked how they actually use their current mobiles, 73% stated it was primarily just to make telephone calls.
Francois Mahieu, director of devices at Orange UK said: ‘We recognise that the easy-to-use mobile space is a huge opportunity and we’re keen to offer our customers more choice. Doro is acclaimed for its research, development and understanding of the senior audience – so it was the natural handset choice for Orange in this customer segment.’
The Doro PhoneEasy 410s features enlarged backlit buttons for dialing, a clear screen with larger characters for easier viewing, amplified sound quality and a vibrating ringer. The phone’s integrated Bluetooth allows the use of a wireless handsfree headset. All Doro mobiles have panic buttons on the underside - which can be pre-programmed to automatically dial up to five assigned numbers in the event of an emergency.
Chris Millington, MD at Doro UK, said: ‘Handsets designed to accommodate common impairments can often help to improve the quality of everyday living. This handset is aimed at anyone who wants an easy-to-use mobile with simplified functions. We’re taking mobile devices back to basics and are pleased to be doing this with Orange UK. This deal builds on Doro’s growing international operator relationships.’