Emporia Life, mobile phone for senior citizens

Emporia Life, a mobile handset aimed at the elderly, developed by the Austrian-based manufacturer Emporia has found no takers in the UK. The phone is finding its hard to fit the customer target of the mobile network operators.

The Emporia Life handset has been priced at GBP 170 and sports easy-to-use buttons, a simple display and a large red panic switch on its back. Emporia Life is aimed at those above 50. Many feel that the main reason why Emporia Life is not flying off the shelf is because the biggest market for the mobile phone industry is the youth and the business sectors.

"The fact that high street stores aren't interested in stocking a phone product specifically targeting older people, shows an ageist approach to their potential customers. These stores are missing out on a big, and growing, market if they don't cater to older people," Gordon Lishman, director general of Age Concern, said.

Another factor working against Emporia Life could be the fact that it is priced fairly high at GBP 170 in a market where you can easily get much advanced phones at cheaper prices. Its unique feature is a prominent red button on the back that allows it to dial up to five designated numbers, such as a doctor, emergency services, or nearby relatives.

As of now there are no takers for the Emporia Life and the only way you can buy an Emporia handset is through Communic8 or the Royal National Institute of Blind People. It comes pre-packaged with a pay-as-you go SIM card.