Only those who engage with the customer will be successful in the long term
An interview with Anne Dickau, SVP Product House at Gigaset
Ms. Dickau, technology for older people – one could immediately think of fall detectors or emergency call buttons. What does “technology for older people” mean for Gigaset?
Anne Dickau: The elements you have mentioned are of course part of our product range, but in my opinion technology for older people begins at another point. It begins with accepting the fact that age brings about physical changes in some people. And that is what our products have to engage with.
What exactly do you mean by this and is it really so new for companies?
Anne Dickau: Gigaset stands for telecommunications. Our products are telephones, smartphones and smart home systems. In the context of developing products for older people we have noticed that age is often a big taboo. Minor physical limitations such as impaired eyesight, hearing or sense of touch are just a few examples. These factors can easily be addressed in the product development process. However, this is often not done. That means there is either only technology for young target groups or technology that is very obviously for old or sick people, such as the typical phones with large keypads with buttons the size of a postage stamp.
So you are interested in the nuances or in technology that is appropriate to specific situations?
Anne Dickau: That’s right. Modern technology should be an unobtrusive companion in every phase of life, that also gives the customer a feeling of safety and trust. For example, through a talking keypad, high-contrast displays, intuitive menu navigation or an integrated emergency call function. Our “Life Series” models combine safety with design and quality and they are designed to fit into the lives of people with special needs as required.