Diversity in senior segments never ceases to amaze!

Recently, while talking about product design issues, I was reminded once again of the range of segments in senior marketplace:

Aspiring, Might Need A Boost Segment

Example:  A 60-something gal who heard at a cocktail party that I knew something about texting.
Within minutes, I am sending her a text message and showing her how to retrieve it.  We find out
that she has tons of messages stacked up which she reviews.  She sends a nephew a message.  He
is thrilled.

Lessons learned: No one in her circles was texting and none of her younger relatives had tumbled to the realization that she just needed a little boost to get going.  What are service providers doing to give
the little boost?  This isn’t just a wireless issue but pertains to many new technologies

Specialized marketing tactics:  Training store and care center employees about the little boost, CRM work to identify those who might need a little boost, special events that draw seniors for real-time demos, or ????

Simplest is Best Segment

Example: At the same event, another guest spoke quite vehemently about not wanting any extra functionality beyond calling, a refrain we have heard in many settings and by a variety of consumer segments

Lessons learned: Instead of shaking our heads in bewilderment about a segment so different from most of us, it’s time to acknowledge that this segment is out there.  Specialty wireless players like Jitterbug are pursuing this segment.  Can major wireless players strip phones of applications to reduce implied complexity?

Specialized marketing tactics: Collateral materials at point-of-sale that stress only calling features.  Locks that can block the functionality of other keys so the customer can’t wander there.  Or??

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For us, this speaks to refining customer segmentation further around needs and attitudes and away from simple views by demographics.

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