Older consumers have been slower to adopt smart phones. Many fear the complexity of the new technology — and many cell phone salespeople don’t have the time or patience to walk a customer through the whole process. Enter Samsung’s Tocco Lite. With the help of UK design studio Vitamins, the new phone has a simple, easy-to-use owner’s manual. This is an absolutely brilliant example of design. To read a short theoretical take on the design, see “Innovative packaging bridges analogue and digital divide.” (SmartCompany, October 15, 2012). The video below shows it all. Clearly this is not your typical inexpensive owner’s manual. But let’s say it costs $10, does it bring that much value to an adopter who might otherwise avoid the technology? I would say there is probably a significant market segment where that is true.
We cover packaging in our product chapters — though you might also find it relevant when you discuss segmentation or consumer behavior. This provides a great example to use — particularly showing how Samsung and Vitamins address the needs of older consumers. We also posted this at Learn the 4 Ps.