Phones and Internet advertising

Two things caught my eye this morning in the deluge of over-night e-mails.

The value of internet advertising in the UK will overtake that of TV adverts by 2009, says the Internet Advertising Bureau (IAB).

Now this organisation has a vested interest in talking-up the value of Internet advertising but if this is even close to be the truth it is an amazing shift in the way companies are spending their advertising bucks. The BBC is reporting the news item. Even more important that companies understand the way that older people respond to online advertising. Very, very few do.

The other thing is to do with mobile phones.

A company called Clarity (part of Plantronics) is launching a phone aimed at the hard of hearing and gadget-adverse older person. The trouble with these ‘simple’ phones is that they all look so horrible. Surely you can make a simple and attractive phone. Maybe not. Dick Stroud

Rip van Winkle awakes!!

Deloitte Touche published an annual report giving its predictions about Technology, Media and Telecommunications. This year one of its predictions is titled: “Gray is good”. How do they come up with these names?

The report doesn’t say anything that readers of this blog will not already know, but it is interesting to see that a large consultancy has finally woken up to the potential of adapting and selling technology to older people.

This article from Canada is also worth reading about the persistent youth-centric nature of the mobile phone industry. Dick Stroud

Another daft assumption dismissed

A report, commissioned by JISC and the British Library, counters the common assumption that the ‘Google Generation’ (as the report calls them) – young people born or brought up in the Internet age – are the most adept at using the web.

The research shows that although young people demonstrate an ease and familiarity with computers, they rely on the most basic search tools and do not possess the critical and analytical skills to asses the information that they find on the web.

It is a bit like saying that because an 18 year-old knows how to use an ipod means they are technology competent. All it means is that they know where to plug in the earphones and how to make the thing work. Not exactly a comprehensive measure of technology excellence.

Most young people I know, probably rightly, take the attitude I don’t care how it works as long as it does. Where older people often appear technology slow is that they keep asking questions like: “why is it called desktop” and “how does a web site know that I have visited it before” and “why is called a cookie”.

As a matter of fact: “why is it called a cookie” – “do wikis have cookies” – “when does a multiple access blog become a wiki”? Dick Stroud

Media consumption in the US

Here is an interesting factlet. By 2010, adults 35 and older will spend nearly $3.5 trillion a year. Of that the 45-plus are forecast to spend over $2.6 trillion (Bureau of Labor Statistics and the Wolf Resource Group).

Another factlet. People aged 25 to 54 spend the most time at work or at home on the Internet a week (7.3 hours). That's more than young adults aged 18 to 34 (5.1 hours) or teens 12 to 17 years old (3.4 hours). (Turner Broadcast System chief research officer, Jack Wakshlag, citing Nielsen Media Research data). So much for the young being the “Internet Generation”.

Final factlet. 42% of YouTube users are 35 to 54 years old and that 19% are over 55. The 12-17 year olds make up only 20% of YouTube users.

These an a lot more interesting things about age, technology and media can be found in this article from Broadcasting Newsroom. Dick Stroud

A mobile phone with a difference

I didn’t write about this mobile phone when it was launched in Japan back in March 2007.Can't think why.

DoCoMo’s F883i is designed for people who mainly want to use their phone for talking(code for being older). Here are some of the interesting features:

Automatic adjustment of the voice and ringtone volume based on surrounding noise levels

'Slow Voice' slows down the other person's voice speed

'Read Aloud' reads out the name of the caller

'Simple Mail Generation' offers templates for quick replies to e-mails

If that is not all the phone comes with a Pedometer. Other than this last feature I reckon this sounds great. I want one. Dick Stroud

Sony’s consumer technology ads

I know the astronaut ad has been around for some time and it has been on my ‘to do list’ to write about. Well here it is along with Sony’s most recent Bravia ad.
I reckon this would make a great exam question: “Compare and contrast Sony’s advertising creative for two consumer technology products”.

Clearly, the astronaut creative has a simple message assumption about age, fitness and technology. I wonder what was in the minds of the Bravia creative team when they thought about the animation ad and how it would play with older people, who must make-up a significant group of their target customers.

From the research I did with OMD I guess that this add would have a positive impact on less than 20% of the 50-plus. Fortunately these are the ones most likely to buy the product. Dick Stroud

Tech companies start to follow the money

Not often do you get CNET talking about technology and the 50-plus. The host of tech companies exhibiting at the recent AARP national conference prompted the publication into action.

Here are a few of the factlets/quotes that caught my eye.

"Nintendo changed our company strategy about two years ago to try to go after what we considered an expanding audience. We'll of course still market to (people) under the age of 25, but as an industry it's getting stagnant. So we set off with the DS and Wii to go after expanding from the age of 25 up to 70" (Senior vice president of marketing and corporate communications at Nintendo)

Nintendo has partnered with building firm Dell Webb to have its systems incorporated into the club houses and lounges in their over-50 communities. It's also partnered with Norwegian Cruise Lines to make Nintendo available on flat-screen TVs in the ship lounges. Now that really is interesting.

Google was present at the AARP convention, registering visitors for Gmail accounts and demonstrating how they can be customized. Microsoft was also present, giving demonstrations of Vista – poor sods. The company was also demonstrating its Xbox 360. "If you gave a new Xbox to your grandmother and grandfather and gave them the manual, they could have it set up in 10 minutes. Why do they need a DVD player and CD player and TiVo when (they've) got everything here?" (Lead software development test engineer on Microsoft's Xbox team).

At long last it seems that the youth obsessed marketing of tech companies is waking up to the reality of the ageing population. Dick Stroud

Redefining a product class to a new class of consumers

I bet you will never guess what these people have in common.

Every now and then you encounter a company that really tries and redefines how its class of product is seen in the market. If you are selling something that somebody would prefer not to buy – more importantly to own up to buying – then you might as well go for broke in the way you portray the product.

The product class of “Hearing aids” just doesn’t have an appealing ring to it, does it? How about Personal Communications Assistant (PGA) – much better.

I have already blogged about the Audéo PGA but having just visited the site I thought it was worth some more comment.

I think it is great. Not necessarily the web design, although that aint bad, but for the sheer – sorry but I can’t think of a better word – balls of the copy and imagery.

It starts with this great phrase: “hearing is inversely proportional to your life experience” and builds on this throughout the site. If you have lived life to the full you are probably a bit hard of hearing.

Yep, the three people in the image are all examples of Audeo customers. I really do wish this company well. Dick Stroud

Don’t know your SCART from a SACD?

The UK’s Office of Communications has just published a report: “Ease of use issues with domestic electronic communications equipment”.

This is a must read for anybody involved in domestic consumer electronics. In the report’s own words.

The audit found that consumers encounter ease of use issues at every stage of interaction with communications equipment. They may not understand what marketing terminology means and therefore be unsure about what to purchase. They may not feel confident about how to connect and set up devices, or fear “breaking” complex equipment if an error message appears or the device stops working normally. All of these, and more, are usability issues.

Needless to say, the report highlights the particular problems encountered by older people and the industry's total lack of concern and willingness to do anything about it. Dick Stroud

Firms snub 'mobile for elderly

According to the BBC, UK stores are refusing to stock a mobile handset aimed at the elderly because it "fails to fit their customer target", says the phone's distributor.

Charities for the elderly have accused the mobile industry of ageism.

"We are in discussion with a number of retailers, but particularly when it comes to the mobile networks, they find it hard to see where this kind of device fits within their brand," said the MD of the UK distributor.

"Currently they're very much driven by the youth market or the business sector because that's where they make their revenue. It's difficult to see where a product like this would fit within their portfolio," he added.

O2 (a large mobile network provider) denies any accusation that it is discriminating against older people.

"That is absurd. We already offer a handset (Jet handset) that is ideally suited to older people. We don't directly market it at them because that would be a bit patronising," said an O2 spokeswoman.

As a good consultant I sit somewhere in the middle on this issue. The phone is supposedly targeted at the 50-plus. From the look of the thing (not the most atheistic device I have ever seen) it is really designed for the 70-plus. Also, it is expensive.

O2’s claim that the Jet handset is – “ideally suited to older people” – is plain daft. All of the reviews I have read about the phone stress it is for the ‘businessman’. O2 needs to employ some new copy writers if it thinking this list of ‘top features’ are going to set the hearts of older people racing:

- Exceptionally long battery life
- Quick keys for features such as Bluetooth
- 65k colour screen
- Bluetooth & Quadband
- Includes docking station, in-car charger & protective skin

Bottom line is this. The phone is probably ideal to the technologically averse 70-plus. Is this a worthwhile market sector – probably? If O2 has got any sense it will be the good citizen and either stock the thing or refer enquiries to another supplier and stop suggesting that the Jet phone is an alternative. It could even think creatively about cross subsidizing the phone by offering a deal to get the older person’s children onto the O2 network. Dick Stroud

Any colour – including black

What is it? Read on.

Phonak's new Audeo Personal Communication Assistant (PCA) is set to change the perception of hearing instruments forever. Developed to address the enormous potential of a virtually untapped market of first-time users, it comes with all the appeal of a must-have accessory.

That’s right it is a hearing aid. Don’t you just love this copy.

The baby-boomers may be healthier, fitter and younger-looking than any generation before them, but they still experience mild to moderate hearing loss that goes with middle age. Most of them, however, are reluctant to get help. Extremely sensitive to the stigma of hearing instruments, they reject traditional models as an obvious sign of age and infirmity. Audéo is set to dispel those prejudices with an innovative blend of cutting-edge engineering and award-winning design that will give them effortless listening, even in the most difficult environments.

A simple marketing approach. Turn a product that is reluctantly purchased into a must have tetchy device. Terrific idea and full marks for trying this approach. Will it work – not so sure? Dick Stroud

Woops….not to worry it will be OK for weary eyes and clumsy thums

Palm has unveiled its new handheld device, called Foleo, which is a companion to it Treo smartphone that enables users to edit documents and send email on a full-size keyboard and large screen.

At some stage the device might work with competing devices (e.g. BlackBerry and the iPhone from Apple)

The reviews have been less than complimentary. The best anybody could say about it was: “don’t underestimate the value of a full-size keyboard and relatively large screen to the Baby Boomer age”. Sounds like the kiss of death to me. Dick Stroud

Why 45?

The UK’s Office of Communications (OFCOM) has a reputation as a great (as in prolific) producer of reports. This week another bit of research hit the streets. This time about the UK’s Communications Market at a Regions level.

Anything you want to know about regional distribution of radio, TV, Internet and mobile usage you will find it on the OFCOM web site.

The diagram is taken from the section about the telecoms market.

What a staggering waste of money and time. Why in the name of ***** do they produce this idiotic age analysis (under and over 45 years old). What is it supposed to tell us? Why 45?

Somebody in OFCOM has decided that the best proof that their vast sum of state funding that the organisation consumes, is serving the national good, is to produce lots of reports. Sadly, they are probably right. Dick Stroud

Goodbye to triple typing?

Sometimes clunky old technologies hang around much longer than the problems they originally solved. The 12-button alphanumeric telephone keypad is a prime example.

Nobody with more than two brain cells would come up with the design as a way of entering text messages. The fact that zillions of messages are created each day is a testimony to either human ingenuity or stupidity – I am not sure which one it is.

"If it were a new invention, people would think that it was a very poor idea," says David Levy, an inventor and former ergonomic designer at Apple. Levy thinks that people are so fed up with triple typing that they're finally ready for a new keypad design, one that places each letter in alphabetical order, without adding a space-consuming QWERTY keyboard.

Levy's idea is for a new keyboard is called Fastap, which has raised letter keys in the corners between the numeric keys.

I have to say it doesn’t look that much easier to use than what we have.

So far, two mobile operators--Alltel in the United States, and Telus in Canada--have introduced Fastap phones, both made in South Korea by electronics giant LG.

At least somebody is thinking about trying to improve the dead-end technology that we currently are forced to use. Dick Stroud

Nothing like a simple phone

The other evening I spoke at an event organised by a group called Women in Mobile Data.

As you can imagine the focus of my talk was about the role of mobile data applications and the 50-plus. You can download the presentation from my web site.

During the session I said that the mobile phone must be the single device that combines all of the physiological problems that people suffer as they age (eyesight, dexterity, cognitive and understanding of the latest technical jargon).

I was amused to open the Spectator magazine – audience predominately 50-plus - to see this ad for a Samsung phone/PDA. Now that really does look complicated. Dick Stroud

Now that is what I call a mobile phone

On show at the Cebit hi-tech fair, the phone will go on sale around the world in May.

It has useful features like a built-in emergency, a loud speaker tuned for those who are either partially sighted or use a hearing aid, a big screen and buttons.

Created by Austrian firm Emporia the phone has been specifically developed for the older generation who find existing handsets too fiddly and complicated to use.

There are more details on the BBC web site. Dick Stroud

AARP – how the world has changed

I received one of the AARP’s numerous e-mail newsletters and the first article I see is about mobile fitness electronics.

I didn’t know that Nike and Apple have teamed up to offer a wireless transmitter you insert into your Nike running shoe which syncs with your iPod nano to announce your distance, pace and elapsed time.

Nor did I know that you can program the music to increase your pace. The transmitter can also sync up with the NikePlus website so you can see the results of your workout and monitor your progress.

It suddenly struck me that I was reading this on the AARP web site and reminded me of a new Veer image of the 50-plus. More my style. Dick Stroud