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Oct. 20, 2009

Consumer Cellular says it is now offering two new mobile phones that directly targets active seniors.

Last year, Jitterbug, the wireless industry's older player when it comes to servicing the senior market, contracted with Samsung to design new cell phones with larger buttons for easier dialing.

For its part, Consumer Cellular has asked Doro, a Swedish company that specializes in user-friendly electronics, to build its new line of phones.

Additionally, Consumer Cellular says it will also offer phone options from Motorola and Nokia but will still feature the Doro PhoneEasy model 345 and Doro PhoneEasy model 410 with today's launch of its new products.

Consumer Cellular is one of the oldest MVNO (Mobile Virtual Network Operator). The company was founded in 1995 and uses AT&T's network for all of its business. It's relationship with AT&T has been good from the beginning it says.

Consumer Cellular co-founder and CEO John Marick said a recent survey of wireless users found that about 61.8 percent would prefer a mobile phone with an easier screen to read, enlarged buttons and larger display text.

Consumer Cellular says its new cell phones accommodate reduced dexterity, hearing loss and decreased vision, which is what the senior market wants and can appreciate in their daily lives.

Consumer Cellular's price plans start as low as $10 a month.

In marketing materials, Consumer Cellular does a side-by-side comparison with Jitterbug "J" phone.

A Doro PhoneEasy model 345 runs $40, plus a $35 activation fee, while the Doro PhoneEasy model 410 is priced at $50 in addition to a $35 activation fee.

A chart lists the Jitterbug "J" phone for $149.

So we think it's fair to say that Jitterbug has some tough new competition today.

So will other players soon follow in Consumer Cellular's footsteps? We shall see. We must admit though that with the aging baby boomers' population, targeting the senior market seems to make a whole lot of sense.

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    This article was featured on Business 5.0 and on Tech Blog.

Source: Consumer Cellular.