NTT Docomo and Vodafone are both targeting older users with new handsets and services. Japan's Docomo is attempting to win back market share by targeting elderly consumers with smartphones and apps tailored to their needs. According to a Bloomberg report, the operator is attempting to attract the country’s fastest-growing demographic with the launch of a smartphone version of an existing Fujitsu handset series called Raku Raku (meaning Easy Easy) and a voice-recognition app which enables users to control their handsets by voice.

A smartphone version of the Fujitsu handset could be launched as early as July, says the report. The existing handset series, which offers simplified functions and easy-to-read fonts, has sold more than 21 million units since its launch in 2001.

In addition the operator has enjoyed success with its Shabetter Concier app (meaning Talk to Me, Concierge) which is similar to Apple’s Siri and has been downloaded by two million users. Elderly consumers can struggle with keypads and find the voice app easier to use. The app is available for Android smartphones.

Docomo is part of a wider trend among mobile operators who see in older users a growing demographic which is often affluent in many western and Asian markets and which is under penetrated by smartphones.

Vodafone Hutchison Australia has just started to sell the Doro PhoneEasy 315, a 3G handset. The operator, which is a merger of Vodafone Australia and Hutchison 3G, says it is the first cameraphone aimed at the seniors market. Although not a smartphone, Vodafone's Ross Parker, general manager for devices and pricing, described the new device as being "a clever phone". Vodafone's attitude appears like Docomo to show an interest in offering added functionality to older users.

The same vendor Doro is planning to launch an Android-based smartphone targeted at older users in September 2012.  It has also developed associated offerings including an app store for elderly users.

The statistics are persuasive for Docomo. Figures from February 2012 show about six percent of Japanese users in their 60s have smartphones against 51 percent in their 20s, according to research by local advertising firm D2C.

To encourage older users, Docomo holds seminars which they offer to train older consumers in how to use smartphones. The company held 1,100 sessions in the last year (end March 31), says the operator.

Targeting older users is also an attempt by Docomo to retrieve some of the users it has lost by not selling the iPhone unlike its two rivals.