Doro seeks full-house of operator partners this year


Manufacturer in discussion with Vodafone and Three as it looks to have three products ranged with each network this year

Doro expects its handsets to be stocked by every major mobile retailer following talks with Vodafone and Three.

The manufacturer has grown significantly in the past year and signed deals with Sainsbury’s, Asda and T-Mobile, extending its existing partnerships with O2, Orange, Argos, Carphone Warehouse and Phones 4u.

UK and Ireland managing director Chris Millington (pictured) told Mobile News during Mobile World Congress: “I want Vodafone this year. And Three. I want to prove to them that there is a market. We have a deal with Three in Sweden which is successful so we know it can work.

Millington said the firm expects revenues in the ‘easy phone market’ to increase by 50 per cent over the next two years.

Doro last year grew its UK market share in the 65 and over category from 60 per cent to 84.4 per cent (figures according to GfK).

Millington attributed this growth to new partnerships with grocers and to an increase in the proportion of over-65s who want a mobile. According to Millington, 45 per cent of that age group is interested in buying a smartphone.

In April, Doro will begin a TV marketing campaign across ITV1, ITV3, Channel 4 and Channel 5 to boost awareness and sales. Doro will work on increasing its range within operator stores, so that there are at least three within each.

“My ambition is to get three products in each network,” said Millington. “The senior market is an emerging market. We are only just scratching the surface.

“Most over-65s who have a mobile phone have had it for over three years – so they are looking to upgrade.”