Fujitsu to target U.S. market with smartphone aimed at seniors

Fujitsu plans to market its "Raku Raku" smartphone aimed at seniors in the United States and Europe in a bid to bolster its exposure and sales outside of the company's native Japan.

Fujitsu seniors Raku Raku

Fujitsu's "Raku Raku" phone

Fujitsu President Masami Yamamoto said the company will expand the smartphone's distribution in 2013 as part of a wider strategy to break into new markets. "As the Japanese market has already hit a peak, we have to sell devices overseas to increase our sales numbers," he said, according to Japanese publication Asahi Shimbun.

Fujitsu hopes to increase sales from 8 million units in fiscal 2012 to 10 million in 2014, the report noted.

The Raku Raku smartphone, which runs on Google's (NASDAQ:GOOG) Android platform, sports a large, easy-to-read display and loud volume for older users. The phone was released in Japan this summer and Fujitsu expects to make country-specific modifications to the device. 

Fujitsu, like other Japanese companies, faces a range of challenges in expanding outside of Japan. Japanese rival Panasonic decided to exit the European market after making a big push there just last year.

In the United States, the market for senior-friendly gadgets is a niche one, but still going strong. In October, GreatCall, the maker of the Jitterbug smartphone line, introduced a touchscreen Android smartphone based on the Kyocera Milano. The device, the Jitterbug Touch, is sold without a contract for $169.

For more:
- see this Asahi Shimbun article
- see this The Verge article

Related Articles:
Fujitsu, NEC and NTT DoComo forge new smartphone chipset venture
Panasonic, Fujitsu target European smartphone market

Sponsored by ADI

What if we were never truly alone? Our next-gen communications technology can help people in even the most remote places stay connected.

What if there were no ocean, desert, mountain or event that could ever keep us from telling our stories, sharing discoveries or asking for help? ADI’s next-gen communications technology could keep all of us connected.

Suggested Articles

Dish will deploy Mavenir's RCS Business Messaging software for customer support services.

Talking smack about rivals Verizon and AT&T has been part of T-Mobile’s schtick for years now and that continues in the 5G era.

It’s been a tough year on many fronts, but here’s a list of what I think are the five worst moves in the wireless industry in 2020.