For most of us, cell phones are now the primary method of voice communication outside of the work setting. Because of their easy, immediate access, they are often credited with saving lives. However, as cell phones have evolved they have expanded their functions; acting as camera, MP3 player, computer, and television, among other things. Increased complexity has been the result of these expanding functions while the physical size of the devices has been shrinking. For a significant portion of the population, this has created problems in the usability of cell phones.



As people reach middle age they begin to experience a gradual decline in physical/motor skills, hearing, and vision. This occurs in part because of aging and is exacerbated at times due to certain illnesses that are more common in the elderly. Because their abilities differ from that of the population targeted by tech developers, "advancements" have actually hindered accessibility for older individuals.

Although smaller, multi-tasking cell phones will continue to be needed for much of the population, the independence and safety of older individuals could be significantly increased by technology products that were designed with their needs in mind. With the 2000 US Census reporting nearly 27% of the population to be 50 years of age or older and 12% over age 65, there would seem to be a significant market need for cell phones of different design.

Ideally, design needs for this segment of the population would be identified through a survey of the potential market. Such a market survey should include not only individuals in the upper age categories but also the millions of family caretakers and health care providers who have a vested interest in the well being of older individuals. A list of just a few of the potential beneficial features might include:

• An increase in the overall size of the cell phone

• A change in shape or material to assure an easy, secure grasp

• Materials and construction to resist damage when dropped

• Larger LCD screens with larger fonts; color and contrast to enhance visibility

• Functions/features that can be accessed/used with fewer keystrokes

• Larger keypad, larger buttons/keys with larger print

• Lower pitched ring tones with adjustable volume

• Hearing aid compatibility

• Greater ability to increase speaker volume.

Other models might be designed for those with more significant motor or hearing problems. Use of a flashing light to alert the user to a call received in addition to the ring tone could reduce missed calls and phones with voice activation and a "loudspeaker" could reduce the motor demands and better ability to hear callers.

Obviously, not everyone over the age of 65 would wish to eliminate all of the bells and whistles, but in many instances a more simplified cell phone with fewer functions would be welcomed. There is certainly a portion of the population over 65 and well under it also, that would prefer a phone that allows them to make and receive phone calls exclusively; with a minimum of button pushing. At one extreme, the ability to access just a few preprogrammed numbers with a single button, including 911 is the only need.

For older individuals who want multi-functioning cell phones, different features might rank higher on their list of wants and needs. Perhaps a feature to act as a medication reminder, the ability to monitor blood sugar or blood pressure, or even as a GPS device for eyes that have difficulty with focusing on maps might be preferred over the ability to download and listen to music.

Signal quality and voice reception would probably be another critical factor for this segment of the population. Hearing aid compatibility can reduce unnecessary noise that occurs for those with hearing aids but boosting overall signal quality would benefit all users as distortion, break up, and dropped calls affect everyone.

One final recommendation would be to assure that any cell phones developed be available locally in brick and mortar businesses or, if not, a trial period of 30 days should be offered. Having the ability to put hands on these devices and operate them is important for anyone who is apprehensive or unsure of their ability or desire to operate them. Such individuals may be reticent to order their cell phone via telephone or online sight unseen.

The physical skills, interest level, and needs of older individuals will vary significantly from person to person, but to target this population in marketing research would do much to reveal the features that would make a more "senior friendly" cell phone a successful and highly useful device.