Vodafone targets seniors with new service, phones

Vodafone this week launched a new, stripped down wireless service and line of mobile phones called Vodafone Simply. The new service and phones take a back-to-basics approach, avoiding advanced data features instead offering basic voice and text messaging. The service will be rolled out across Europe, starting in the UK, Spain, and Portugal, followed by Germany, Greece, New Zealand, Sweden, Switzerland, and Austria. Vodafone Simply will be available both as prepaid or postpaid and each regional Vodafone operation will set its own rates.

French handset maker Sagem is providing some of the phones. Vodafone Simply phones look more like traditional cordless phones than the newest, sleek mobile devices. The service and devices are targeted at older users who are not interested in advanced data services or content.

For more on Vodafone Simply:
- see this article from the London Times