市場調查報告書

智慧手機滲透比例擴大與高齡顧客支出增加

INCREASING SMARTPHONE PENETRATION AND SPEND IN OLDER CUSTOMERS

出版商 Mobile Market Development Ltd 商品編碼 622047
出版日期 內容資訊 英文 50 Pages
商品交期: 最快1-2個工作天內
價格
Back to Top
智慧手機滲透比例擴大與高齡顧客支出增加 INCREASING SMARTPHONE PENETRATION AND SPEND IN OLDER CUSTOMERS
出版日期: 2018年04月05日內容資訊: 英文 50 Pages
簡介

科技滲透已經從使用網路的年輕人以及嘗試數位化的退休世代擴展到高齡顧客。每週使用網路一次以上的高齡者(65歲∼74歲)至2016年的10年間從10%增加至45%。建議通訊業者將再次將高齡者用的行動市場分類為高度收益區。

本報告針對高齡者用智慧手機市場調查、提供高齡者智慧手機市場的商機、高齡者特殊市場的主要企業與商品(產品、服務)概要、各企業策略等。

調查企業:GreatCall、Bazile Telecom、Big Launcher、Wiser、AT&T、Wind Italy、O2 Germany、TIM、Telecom Italia、 Deutsche Telekom、Vodafone Germany、T-Mobile USA、Smart Seniors、Telia Sweden、Doro、Vodafone Australia、MEO Portugal、 Telenor Sweden、Alcatel、Verizon Wireless、American Association of Retired Persons、AARP、Lyft

調查國家:美國、法國、英國、澳洲、葡萄牙、瑞典、義大利、德國

第1章 市場概要

第2章 介紹

第3章 高齡者市場商機

  • 高齡者用智慧手機普及
  • 退休人員 -所得增加、資產

第4章 高齡者特殊市場廠商

  • GreatCall Connected Health Services(美國)
    • Jitterbug - 高齡者用智慧手機
    • 顧客教育與費用
    • 健康與安全方案
    • 其他
    • B2B2C、智慧家居、高齡者照護服務成長
  • Bazile Telecom(法國)
    • 店頭服務差異
    • 費用方案
  • Specialist Senior Handsets and Launchers

第5章 MNO(行動通訊業者)高齡顧客基本策略

  • 依年齡提供基本費率優惠
    • Vodafone Australia - 以高齡者為對象的折扣
    • MEO Portugal - 以高齡者為對象的折扣
    • Telenor Sweden - 以高齡者為對象的折扣
    • AT&T - 65歲以上高齡者為對象的折扣
    • Wind Italy - 數據基本費用
    • O2 Germany - 高齡者費率
  • 附加輔助機能
    • Telecon Italia
      • 專家遠隔操作支援
      • 線上服務指南
      • 高齡者用產品
    • Deutsche Telekom
    • Vodafone Germany
  • 提供55歲以上使用者的服務
    • T-Mobile USA - Unlimited 55+ ONE
    • Verizon Wireless
    • 瑞典提供高齡者的通路擴大
  • 高齡者行動電話考察
    • 智慧手機如何向高齡顧客宣傳

第6章 觀察與建議

  • 觀察
  • 建議

附錄

目錄

The seniors market category is a challenging one into which customers may fall for four decades (or more). It is a demographic traditionally associated with being thrifty but also with being challenged by modern technology.

Mobile Market Development believes that the times they are a-changin' in this segment and, based on our review of MNO propositions for seniors across a number of markets, MNOs should re-visit this potentially lucrative segment.

  • A decade ago, in the EU, only 10% of the elderly population (aged 65-74) used the internet at least once a week. By 2016, this had increased to 45%.

This rise in technology adoption has arisen from younger generations using the internet now moving into the senior category, but also from retired people developing internet and technical skills in their older age.

Retired household income, particularly over the last decade, has also weathered the economic storms more resiliently compared with working households.

While MNOs have offered discounts for customers reaching the qualifying age of 60+, based on the view that the senior segment is mostly comprised of low use value seekers, real innovation in addressing the segment has come from specialist niche MVNO and device players.

  • While many seniors are still technology averse and looking for low prices, the segment has broadened in age terms (down to 55+, for example) and now includes highly sophisticated members, such that a review of the segment and propositions offered is urgent.

This report looks at the sophistication generally found in senior propositions today, and explores where MNO senior propositions are in terms of meeting the needs of an increasingly tech savvy and financially secure segment.

Companies: GreatCall, Bazile Telecom, Big Launcher, Wiser, AT&T, Wind Italy, O2 Germany, TIM, Telecom Italia, Deutsche Telekom, Vodafone Germany, T-Mobile USA, Smart Seniors, Telia Sweden, Doro, Vodafone Australia, MEO Portugal, Telenor Sweden, Alcatel, Verizon Wireless, American Association of Retired Persons, AARP, Lyft,

Countries: USA, France, UK, United Kingdom, Australia, Portugal, Sweden, Italy, Germany,

Table of Contents

1 Overview

2 Introduction

  • 2.1 Background to the Report
  • 2.2 Report Content
  • 2.3 Currency and Conversions
  • 2.4 Further Questions and Feedback

3 Opportunity in the Senior Segment

  • 3.1 Senior Smartphone Adoption
    • 3.1.1 Confidence is Key - As are Family Members/Care Givers
  • 3.2 Retired Households - Income Growth & Wealth

4 Senior Niche Players

  • 4.1 GreatCall Connected Health Services - USA
    • 4.1.1 Jitterbug Mobile Devices
    • 4.1.2 Customer Education and Jitterbug Tariff Plans
    • 4.1.3 Health & Safety Packages
    • 4.1.4 Other Devices and Services
      • 4.1.4.1 Lively Mobile
      • 4.1.4.2 Lively Wearable - Linked to a Smartphone
      • 4.1.4.3 Partnership with Lyft
    • 4.1.5 Expansion B2B2C, Smart Homes and Commercial Senior Care
  • 4.2 Bazile Telecom - France
    • 4.2.1 Point of Service Differentiation
      • 4.2.1.1 Facilitating Handset Set-up
      • 4.2.1.2 Accompanier - Customer Service
      • 4.2.1.3 Simplifier - Concierge Service
      • 4.2.1.4 Connection to a Contact
      • 4.2.1.5 Mobil'assistance - Emergency Assistance
    • 4.2.2 Bazile Telecom Tariffs
  • 4.3 Specialist Senior Handsets and Launchers
    • 4.3.1 Doro
      • 4.3.1.1 Handsets for Seniors and Families
      • 4.3.1.2 Resolving Handset Difficulties and Addressing Family Concerns
    • 4.3.2 App Store Launchers
      • 4.3.2.1 Big Launcher
      • 4.3.2.2 Wiser HELPER Launcher

5 Seniors Propositions from MNOs

  • 5.1 Basic Tariff Discounting - Qualifying Age
    • 5.1.1 Vodafone Australia - Seniors Discount
    • 5.1.2 MEO Portugal - Seniors Discount
    • 5.1.3 Telenor Sweden - Seniors Discount
    • 5.1.4 AT&T - Senior Nation Plan 65+ Only for Feature Phones
    • 5.1.5 Wind Italy - Basic Tariff with Data Add-on
    • 5.1.6 O2 Germany - Exclusively for Seniors
  • 5.2 Adding Value Through Assistance
    • 5.2.1 Telecom Italia - TIM 60+ Tariff Incorporating Assistance
      • 5.2.1.1 Doctor TIM Mobile
      • 5.2.1.2 How To Guide for Online Services
      • 5.2.1.3 Handset Offers - Doro's & Alcatel's Ava
    • 5.2.2 Deutsche Telekom - Smartphone Offering for Seniors
    • 5.2.3 Vodafone Germany - Seniors and Elderly Handset Range
  • 5.3 Younger Senior 55+ Propositions
    • 5.3.1 T-Mobile USA Unlimited 55+ ONE
    • 5.3.2 Verizon Wireless Response to T-Mobile Unlimited 55+
    • 5.4 MNO Use of Specialist Seniors Organisations
    • 5.4.1 AARP Benefits Extending to Devices
    • 5.4.2 Seniors Marketing Channel - Sweden
  • 5.5 Observations on Senior Handset Offerings
    • 5.5.1 How Smartphones are Generally Promoted to Seniors

6 Key Findings and Recommendations

  • 6.1 Key Findings
  • 6.2 Recommendations

Appendix - Feedback Questions

Back to Top