The Age UK My Phone has been launched in 200 Age UK shops across England after a successful four-month trial through Age UK’s shop in Peterborough.
Helena King, head of affinity at Age UK, explained why mobile communications matter to Age UK: “According to recent research, over two-thirds (68%) of those aged 65 plus use a mobile phone and this drops to just over half (52%) amongst those aged 75 plus, so it’s not surprising that many older people can feel excluded from the benefits this technology has to offer.”
The My Phone is designed to be extremely easy to use, so much so that it lacks a dialing pad and the ability to make custom calls to any number. When ordering the £55 mobile phone, up to eight numbers and names must be pre-programmed, and the phone has no other dialing function offered. Changing numbers requires calling a customer service line, and changing the names printed on the phone requires a replacement handset and a £40 charge.
The Age UK My Phone enters a mature market of mobile phones targeting the elderly demographic. For example, TTfone’s TT002 features a dial pad, large buttons and a long battery life, is SIM-free and is available to buy from £23.
The Age UK My Phone can be ordered from the Age UK website, and is available for a limited time until 28 December 2012. A video detailing the features of the phone is available on YouTube.
Reactions from people since the release have been mixed, with some people commenting that it has ‘given (my mother in law) the confidence to go out more’ while others have criticised the cost, the size and the limited number options.
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