4. It all began in New Volvo
1974
… when Claes Bühler challenged
the Swedish telecom monopoly DORO answer machine
with an answer machine named
“DORO”
ABBA wins Eurovision song contest - Waterloo
6. The early years
We have a history of being early
to the market with new products...
answer machine
caller ID display
pager
skype phone
big-button phone
7. The skyrocket years
• In 1985 the Swedish telecom monopoly
began to break up
• We were ready for it and immediately
began our climb to the top
• Large success led to listing on Stockholm
OMX in 1993
• By late 90’s we had acquired companies
in 8 countries including Australia
8. !
A tough turn
of the century
• Consumer telecom begins taking big
hits from mobile telephony
– market drops 10 %
– prices fall 20 %
– yearly!
• Severe changes are necessary to survive
9. Smart decisions
in tough times
• Doro decides to become niche player in telecom market
• Adopts new ‘outside in’ consumer-oriented approach
• Transforms from distribution company to product design
company with focus on
– quality
– attractive and functional design
– brand building
• Invests heavily in
developing products
from the user’s perspective
10. Care becomes Core
• Research shows major rise in global senior population
over next 50 years
• Large percentage of seniors will be affected by reduced
hearing, vision, dexterity, sense of security, etc
• Early success with big-button phone leads Doro
to develop all-new Telecom Care Electronics
• New partner strategy for ergonomic and
scientific product design and development
11. Care becomes Core
• Doro introduces world’s easiest mobile phones
• Begin expanding into new markets,
• including US, thanks to this category
• In 2009 Telecom Care Electronics becomes
Doro’s new core business for the future
12. Growing success + + +
• Care from 7% of Doro’s total sales in 2006
to 60% in 2009
+ +
+
• Expansion in Europe through Orange
and Carphone Warehouse Group
• Expansion into US through
Consumer Cellular +
+
+
• Beginning of expansion into
South America and Asia
• Up to 2 % share of mobile phone market
+
in our best markets + +
+
+
13. The proof is in the praise
Doro Telecom Care Electronics
wins international praise:
• Janus Award 2008
• IDEA® Award 2008
• Bio 21 Honourable Mention 2008
• Wonder Vision Award 2009
• iF Gold Award 2009
• Red Dot 2010
Wonder vision award from Stevie Wonder
14. Our mission
We help the growing worldwide senior population
to participate actively in modern society, for a happier,
safer and easier everyday living,
by developing products
especially adapted to their
specific needs
15. Our vision
To become
the worldwide captain
for the new category
of
Telecom Care Electronics
16. Doro
brand and company values
• Trust
– We are ethical and we care about users, customers and employees.
– We deliver high quality products that you can rely on
• Humanity
– We emphasize good working relationships, professionalism and
accountability.
– We focus on improved safety for our users
• Easy
– We are easy to work with and do business with.
– We innovate and make products that are easy to use.
17. Our strategy
Focused and niche oriented
Telecom
Target 65+
Easy/Plus
Brand identity
Innovation and
improved ease of use
Category leadership
Worldwide presence
Financially affordable goals
18. The best partners
since non of us are as good as all of us
The best specialists in
different fields
Ergonomidesign,
Synovate, Charity & Senior
organizations, Academic
and research partners
19. Business structure
Care Electronics Home & Business Electronics
• Telecom devices for seniors • Telecom devices for Home
• GSM, fixed line telephony, & Business
remote for TV • Fixed line telephony
• Retail, Telco, Specialized • Nordics, UK, France & NZ
channels
• Europe, US, AP
20. Home & Business continues
to innovate and deliver outstanding products
• Corded, Cordless (Dect), Headset, Walkie Talkie and Baby Monitors
• The largest supplier in the Nordic market
• A major player in the Business market in UK
• Among the top players in the French market
21. Focus for Care growth
% 38
93 84 60 38
We focus on
the growth in
Care Electronics.
We are still present
in the Home fixed
line telephony.
7 16 40 62
22. Who we target
• Seniors with mild to severe impairments and/
or feelings of insecurity
• Common impairments*
– 82 % have vision related problems
– 29 % with hearing loss
– 42 % have problems gripping or handling
– 46 % feel insecure
* European figures
23. Dramatic changes
In size of senior population
World Wide population 65+ in 20091 518 millions
i.e. 7,7 % of total population
– Asia 281 millions i.e. 6,9 %
– Europe 119 millions i.e.16,3 %
– EU statistics2 - +65 is today 17% of population compared to 15% 10 years ago
– EU statistics - Old age dependency ratio is today 25% will increase to 45% in 2040
– North America 56 millions i.e. 10,6 %
– Africa 32 millions i.e. 3,3 %
– South America 26 millions i.e. 6,8 %
– Oceania 4 millions i.e. 10,9 %
1) U.S Census Bureau. International Data Base 2010. www.census.gov
2) This indicator is defined as the projected number of persons aged 65 and over expressed as a
percentage of the projected number of persons aged between 15 and 64. EU statistics 2008.
24. A very diverse group
• “Stop putting us between 60 and
107 in the same basket, thinking
that we are all alike. We are all
unique.” Tullia von Sydow,
senior member of the Swedish
Parliament
• We developed a range of easy
to use mobile phones to meet
the true needs of senior
customers
25. In the minds of seniors to be
• When do we begin to see ourselves as seniors?
– when we approach retirement
– when we become grandparents
– when we admit to ourselves that we need
assistive aids, e.g. hearing aids
26. Understanding seniors
from their perspective
• Through crucial research we find out what is important to seniors
• We also consider the factors that separate seniors when developing
products for bringing them ‘more of life’
– Values
– Physical needs
– Social & cultural situations
27. Understanding seniors
from their perspective
• How to communicate
• What language to use and not use
• When is a person prepared to admit that he/she has a special need?
29. Voice and SMS
• Current usage of different mobile services/
have used during the last 2 weeks
• Voice and SMS usage is dominating
Synovate Feb. 2010
30. Key values and aspirations
for seniors
• This group is very safety and stability oriented.
• The home and the family is very important to them.
• They are basically uninterested and uncertain about new technology
and often can find reasons for not using it.
• They hold strong values of equality and fairness where they believe
that everybody should be treated fair and alike.
31. Key values and aspirations
for seniors
• They are basically suspicious towards the market and they willingly
listen to experts (Government consumer agencies, different institutes,
magazines, etc).
• They basically hold a very rational attitude towards Telecom and may
be attracted by simple, transparent products and services that can
improve their daily lives.
• They are loyal as consumers and do not often change supplier.
32. What ‘DESIGN BY DORO OF
SWEDEN’ really means
User-adapted Smart form Total experience
design and function of quality
33. User-
adapted
design
User-adapted design
Different models for different needs
34. Smart
form and
function
Smart form and function
Bringing users one or more
of these key benefits
easier to read
easier to understand and use
better adapted to the user
easier to hear
helpful for remembering
easier to handle
improving the user’s safety
35. Total
experience
of quality
Total experience
of quality
37. More sales
for mobile operators
• New customers – finally a handset for me
• Increased traffic with existing customers
• Increased ARPU
– an adapted handset is more often on
– more incoming calls increases revenues with
other users and reduces termination cost
– more outgoing calls
• Seniors are loyal customers = high CLV
– stay for a long time
– low cost to retain
– no winback cost
• *Average Revenue per User
• *Customer Lifetime Value
38. Beyond ARPU/CLV:
Revenue In Social Entities
An adapted senior handset
+ an adapted calling plan
+ rebates for friends and family
= stable important customer that will benefit
from the fact that his/hers near and dear
have the same operator, generating:
• more customers in the senior’s social &
family network
• less churn and win back cost among the
seniors friends and families
• 1 senior = 10 loyal customers!
39. Doro by the numbers
at the end of 2009
• Turnover of SEK 493 million in 2009
• 60 employees around the world
• Sales for first three quarters up 26.5%
compared to same period last year
• Offices in Sweden, the UK, France,
Norway
and Hong Kong
40. Fourth quarter in summary
• Order intake up 47 percent
• Net sales increased by 55 percent
• The operating result (EBIT) increased by 285 percent
• Pre-tax result increased by 315 percent
• Strong cash flow, amounted to SEK 51.3 m (neg: 2.5)
45. The strongest range
- of “easy-to-use” mobile phones on the
market
341gsm 345gsm 409gsm 410gsm
HandlePlus HandlePlus HandlePlus
338gsm 334gsm 334gsm IUP 326i gsm
46. All are “easy-to-use”
That’s why we call them “Easy”
• Easy products are;
• designed for people with mild or no impairments
• less specialised than our Plus products
341gsm 345gsm 409gsm 410gsm
47. Easy + Need = Plus
That’s why we call them “Plus”
• Plus products are;
• designed for people with severe impairments
• more specialised than our Easy products
HandlePlus HandlePlus HandlePlus
338gsm 334gsm 334gsm IUP 326i gsm
48. For Product Evaluation and Reseller
opportunities in your Market
Hector Lopez C.
Business Development and Sales Director
Cellular Operator and Specialized Channels
hlopez@thedelozgroup.com
(USA) 858 – 779-9522
