Japan has one of oldest populations. The latest government survey shows that nearly 20 per cent of Japanese are 65 years old or older. By 2014, one in every four people is expected to be in that age group.
Many of the mobile telephone handset suppliers are Japanese. So I suppose it is not surprising that at long last phones are being designed specifically for the older age group.
This article tells the story of Tu-Ka, owned by Japan's second largest mobile operator KDDI, that is launching a range of mobile phones catering to those less comfortable with advanced technology. Apparently it is running an advertising campaign in a bid to reach out to older consumers running on a two-page newspaper spread placed in several national dailies this week, a microcosm of Japan - 100 people from babies to a 91-year old - wear T-shirts with their age emblazoned across the front and a caption that reads: "Japan is a country of older men and older women."
Maybe they will need to rethink the creative when the phone is sold in Europe. It is good to see that at long last the older age group is being taken seriously. Dick Stroud www.20plus30.com
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