2. CONTENTS 12
FOCUS
07 Aging Nations 24
The world’s population is rapidly aging
FEATURES
11 Mature Mobiles
LIVING Universal design to help people
stay connected
LONGER 19 Silver Surfers
The internet age has literally come of age
28
29 The new Gaming Generation
This issue explores the global aging Gaming for the older generation
mega trend, and how the older
33 Future Health for the Elderly
demographics are not only living Innovative technologies in health care
longer but also living more actively.
SPOTLIGHTS
23 Vintage TV
34
27 Honda U3-X
No.42
3|4 ANTENNAE
3. Opportunities exist for brands that
can meet the changing needs of
consumers as they age, developing
solutions for the largest growing
segment of the population.
No.42
5|6 ANTENNAE
4. AGING
Left:
Today’s older
generations are more
active than ever
NATIONS
THE WORLD’S POPULATION
IS RAPIDLY AGING
In our lifetime we will have
witnessed the doubling of the
world’s population from 3 billion Not only are our lifespans
in 1950 to 9.2 billion by 2050. Half of babies now born in the UK will reach 100, expected to increase, but
The world’s population of older people is growing
but our bodies are wearing out at the same rate.
However, improvements in health and lifestyle so too is our healthy life
at the fastest rate ever seen and the old will soon
outnumber the young for the first time. Aging is
as well as medical science, are resulting in many
older people leading active and healthy lives for
expectancy. Infirmity in
affecting every country in every part of the world. many years over the age of 50. old age is arriving later,
The number of people 65 and older is set to Whilst advances in medical science contribute occupying an ever-smaller
double to 1.3 billion by 2040, accounting for to the fact that people are living longer, the
14% of the total global population. The US other factor is the changes we have seen in the portion of life after age 50
Census Bureau believe that globally people attitudes and lifestyles of the over-50s. The over
aged over 65 will soon outnumber children aged 50s are not just actively concerned about health
under five for the first time in history. However, – they are doing something about maintaining
in England the number of 65s have outweighed it. The rise in active 50+s is key to the aging
the number of under-fives for some time – this population. As an illustration of this, one in
year by nearly three to one. seven runners in the 2010 London Marathon
was over 50.
By 2040, today’s developing countries are likely
to be home to more than 1 billion people aged In addition to being more active, employment
65 and over, 76% of the projected world total. rates for people in their fifties have risen in
the past decade. In the UK the government is
Not only are our lifespans expected to increase, planning to scrap the default retirement age from
but so too is our healthy life expectancy. Infirmity next year, resulting in people working for longer.
in old age is arriving later, occupying an ever- This demographic will therefore have increased
smaller portion of life after age 50. buying power.
No.42
7|8 ANTENNAE
5. Right:
Today there are two
The number of people aged over
pensioners for every
child under 15 years
old in Japan. By 2020
there will be three 80 will increase by 233%
between 2008 and 2040. By 2041 in the
UK, the over-80s will make up 8.8% of the
total UK population – compared with 4.5%
now. (US Census Bureau)
In 2008, China had the largest number
of elderly. But in proportion to population,
it is Japan that has the biggest senior
population in the world – 22%
being over the age of 65.
(US Census Bureau)
By 2020 1.9 million people will celebrate
their 65th birthdays each month. (Saga)
By 2059 there will be 300,000
centenarians in the UK – a growth
of 2600% from today. (Saga)
As women are having babies later, parents are The burgeoning aging consumer segment
increasingly supporting their children into later presents many opportunities for brands that
life. In the UK the number of babies born to can develop products and services that meet The burgeoning aging
women under 25 fell from 369,000 (47%) in
1971 to 180,700 in 2008 (25%).
their changing needs and help them to continue
enjoying their lifestyles later in life. consumer segment presents
Whilst many politicians and economists talk of
many opportunities for brands
the challenges that an aging population presents
us with, there are many new opportunities
that can develop products
that are presented to meet the needs of this and services that meet their
burgeoning consumer segment. The result is
that the older generation has shifted from their changing needs and help
previous characteristics. They are tech savvy,
have a higher disposable income, live more them to continue enjoying
active lifestyles, live with their children for longer,
amongst many other changing social aspects. their lifestyles later in life
The blurring of the various stages in our lifecycle
mean that older people are as varied as any other
group in our society. In fact they may be even
more diverse, as older people are more individual
and less tribal, economics are more complex,
disposable income and lifestyles varied, and
health is a critical need.
No.42
9 | 10 ANTENNAE
6. MATURE
Left:
In Japan phones
designed for the
senior market have
a number of functions
MOBILES
Below:
BT’s Home Hub is
a prime example of
inclusive design in
the mainstream
www.homehub.bt.com
UNIVERSAL DESIGN
TO HELP PEOPLE
STAY CONNECTED
Designing for people
who find a regular mobile
phone difficult to use
making it easier for them
to get in contact with
friends and family, is
potentially very lucrative
With mobile phones getting
smaller, buttons more fiddly and
technology more baffling the
elder population are becoming Ever since its debut in Japan in 2001, Fujitsu’s according to surrounding noise level. Enhanced
increasingly isolated. Raku-Raku Phone series has been extremely ‘Read Aloud’ audibly announces the name of the
popular, selling over 17.8 million units. It has caller or e-mail sender and provides audio readouts
While the industry has been looking to younger helped develop a market where 85.9% of 60 of i-mode pages, while ‘Simple Mail Generation’
consumers with areas such as social networking, year olds now have a mobile phone, and 56.2% offers preset messages for quick replies to e-mails.
dating and music, it has missed the generation of those are in their seventies (GF Net). Of these
which has used communication to keep in touch consumers over half use mobile email, and one in Placing the Raku-Raku Phone 7 in its holder
with friends, family and services for years. ten use mobile internet. activates the news window, which automatically
A generation that is older, wealthier and does displays a slideshow of photos stored on the
not expect all services to be free. Raku-Raku, meaning easy-to-use, is designed to mobile phone, acting as a digital photo frame.
make communication and media more accessible
Designing for people who find a regular mobile to senior citizens. In July Fujitsu released the new Another phone designed for the rapidly aging
phone difficult to use making it easier for them version, introducing a one-touch access button Japanese market is the ZTE Softbank 840Z which
to get in contact with friends and family, is to the i-mode mobile internet system. Users also was launched this month, and it has many of the
potentially very lucrative. Approximately one third have access to a special website with carefully usual features found in a phone, but it also has a
of over-65s currently don’t have a mobile phone selected information tailored to the needs of number of features designed for senior citizens.
(Emporia), so there is a large opportunity to grow senior citizens, concerning information such Among the elderly friendly features are an SOS
the size of the market. travel and gastronomic affairs. button that can be activated in an emergency,
sending messages to a predefined list of contacts.
Last month the Senior Mobile Market 2010 Special features include ‘Slow Voice’, which Swedish company Doro have also developed a
Conference presented some of the solutions that improves comprehensibility through embedded mobile phone that has a built-in security system
are on the market to the elderly population, and software that slows the other person’s voice for emergencies. One of the major selling points of
they pointed to Japan where the senior mobile speed, and ‘Clear Voice’ noise-detection, which Emporia’s LifePlus phone is a big red button on the
market is over ten years old. automatically adjusts voice and ringtone volume back with a heart on it – an emergency button that
No.42
11 | 12 ANTENNAE
7. Below:
Doro’s mobile phone
with built-in security
alarm on the reverse
www.doro.com
“Design for the young and
you exclude the old; design
for the old and you include
the young.” Bernard Isaacs,
founding Director of the
Birmingham Centre
for Applied Gerontology
sounds an alarm and simultaneously dials an
emergency number – which can be an elected
friend or the emergency services. Emporia has
been very successful with this phone, which
might seem expensive for a monochrome phone
with limited functionality compared to today’s
smartphones, but to the older user the ability
to see and use the phone is significantly more
important than having features they don’t want.
British company Geemarc is also working to
appeal to Baby Boomers with the release of the
Geemarc Clearsound CL8200. In addition to large
buttons and a large screen with large fonts that
enhance readability, the phone has an extra loud
ringtone. Whereas a regular phone has a volume
of 8 – 10 decibels this phone can be turned
up as high as 25 decibels.
A spokesman for Geemarc is quoted as saying
“There is a real need for a phone that doesn’t look
like a disability phone, but which is really simple
to use” as modern phones can be very difficult to
use if you are hard of hearing or are shortsighted,
and tend to be too complicated. In addition the
phone is compatible with hearing aids, making it
an attractive proposition to the nine million who
are deaf or hard of hearing in Britain (RNID).
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13 | 14 ANTENNAE
8. Far left:
Emporia’s Elegance
stylish mobile phone
www.emporialife.co.uk
Left:
Bea-fon S20 with
SOS buton
Approximately one
third of www.beafon.com
over-65s currently don’t Below:
have a mobile phone. Doro’s simple and
functional phone with
(Emporia) one-touch dialling
www.doro.com
Fujitsu’s Raku-Raku Phone series has
been extremely popular, selling
over 17.8 million units.
In Japan 85.9% of 60 year
olds now have a mobile
phone, and 56.2% of those are
in their seventies. (GF Net)
Products for the elderly do not have to be It is important to get the design right – make it
unfashionable, and in fact the elderly of today stylish and fashionable, as one thing is for certain
are more interested in fashion than the is that we will all be in this target market one day.
generations before them – they relate to The This section of the population are tech savvy
Rolling Stones and Sterling Moss. As its name and trendy, and don’t wish to lose this once their
suggests the Emporia Elegance is one of the senses begin to fade. In fact your sight is most
most neat and stylish phones aimed at this acute at the age of 12, with a sharp drop in the
market. Neither the design or the branding call ability to pull focus at 40. Since most people live
attention to the ‘special needs’ of the target to twice that the aging population is not a small
group, instead attracting a wider audience with niche, and developing solutions that are easy
their inclusive design. to use and functional is a much wider audience
than just the over 50s.
As an illustration of successful inclusive design,
BT have constantly strived to produce products Moreover, it is this section of the population that
that respond to the demand for better, more have the most disposable income to spend on
user-friendly communications products. The well designed premium products and services.
latest example of this is their Home Hub, The Japanese market proves this with phones
which is intuitive and simple for all consumers that offer elder users access to many functions
disregarding their age. and services in an easy to use way.
Although targeting elderly consumers may
appear to be a niche segment, inclusive and
universal design can make a product attractive
to a wider audience. Many of the features such
as crisp sound quality would be popular among
a younger audience.
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15 | 16 ANTENNAE
9. Our perceptions of the elderly must
change - they are more active,
stylish, and tech savvy than many
of us would believe. Focusing
new products and services on this
segment, rather than the young,
could be extremely lucrative.
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17 | 18 ANTENNAE
10. SILVER SURFERS
Left:
35% of bloggers
are now over-45
(Technoratis)
THE INTERNET AGE HAS
LITERALLY COME OF AGE
The older generations are more tech
savvy than many younger generations
would believe them to be. 18% of over-
60s regularly download music onto their
MP3 players, and 16% of iPhone owners
are over 50, making up part of the 74%
of iPhone users are over the age of 25
(comScore).
The internet is getting older – the medium itself is maturing the internet to do the grocery shopping, and 26% regularly other than children and grandchildren, 62% are connected
but the audience is shifting towards an older age group. buy clothing. 47% of those surveyed said they prefer to their children and one-third to grandchildren. Social Although there is a
shopping online to going to the stores. networking is becoming a part of everyday life for
Although there is a perception that the net is youth-centric, Americans 50+, and Baby Boomers in particular. perception that the net
this is clearly not the case. Nearly two million more Britons
have come online during the last year, over half of which
The internet offers many benefits to the older generations
who may find it easier to find and purchase things without With the rapid growth amongst older users, more than a
is youth-centric, this is
are over 50. Over 50s now account for 31% of the UK net
audience (UK Online Measurement Company), and about
having to exert the energy and effort required to physically
shop for such items. British retailer John Lewis have
quarter of Facebook’s users are over 50, an increase of 20%
in its relative share over the last year. Specifically the fastest
clearly not the case
38% of over-65s are now online (Focus). understood this growth market, and have developed their growing demographic on Facebook is women over 55.
‘bricks and clicks’ business model to allow their consumers As a result Facebook is no longer the sole domain of the
The fact that one in four Britons who use the internet today (who are typically older) to browse easily online before young, and in fact 61% of Facebook’s users are aged 35
are 50 to 64 years old proves that it is no longer the sole visiting the store to make their final purchasing decision. or older. This shift will cause Facebook and other social
preserve of the young. networking sites to reconsider how they are structured and
The internet is not only making it easy for the older presented, as well as force them to access their ability to
Almost 11 million over-60s log on to the internet every day, generation to shop, but it is also assisting their social lives retain their appeal to this burgeoning audience.
and according to a survey by networking website alljoinon. – and it is perhaps becoming more central to their lives than
com, they surf the web for at least 2 hours per day. In fact, of Generation Y. New research from AARP finds that social The internet is now part of everyday life for most people,
silver surfers spend the equivalent of 31 days a year online; networking is more important than ever to older Americans, and net services are increasingly targeting the older
shopping, buying and selling on auction sites, and chatting with over 25% of people over 50s using a social network generation, and many companies have set up specialist
to friends. Half of them are more likely to surf the internet service. According to the report, more than a quarter (27%) sites targeted at users over 50, in the hope of profiting from
than watch the TV in an evening. The poll also revealed that of Americans age 50+ use social media websites, with this lucrative market segment - this group tend to have
the older generation conduct a large percentage of their Facebook being the most popular, followed by MySpace, more disposable income than younger age segments.
shopping online – spending an average of £48.78 a month LinkedIn and Twitter. Among adults 50+ who use social
or £585.36 a year. Fifteen percent of over-60s choose to use media websites, three-quarters are connected to relatives
No.42
19 | 20 ANTENNAE
11. Left:
How the UK internet
Classmates.com has the largest audience is composed
(UKOM / Nielson)
share of users being aged 65 or more –
78% are 35 or older. (UKOM)
The average Facebook
user is 38 years old.
64% of Twitter’s users are
aged 35 or older.
The average Twitter user is
39 years old.
The average social network user
is 37 years old.
LinkedIn, with its business focus,
has a predictably high average
user age; 44.
24% of bloggers are over 50.
(Technoratis)
One of the most popular sites amongst the over 50s is Computer companies have also recognized the unique UK retail chain Comet has pledged to ‘Pass IT on’ to 50,000
health website RealAge which has an over-50s market share needs of older consumers, creating a range of products digitally disadvantaged older first time web users through
of 89%. Their aim is to encourage consumers to maximize that cater for their requirements. in-store training. Google have also developed ‘The Simple
their health and wellness by making their ‘RealAge’ younger. Guide to the Internet’ which will be distributed through
The site features the patented RealAge Test, which has Businesses like Discount Age have tapped into growing libraries, charities and other public bodies to give novices
been taken by more than 27 million people since 1999. The interest from older users, creating stripped down computers all the information they need to utilize the internet. In
test measures the ‘real age’ of the user’s body based on a that are easier to use. There is also training available from addition Google are developing a complementary website.
questionnaire pertaining to how well he or she maintains a number of sources, helping to educate people who may
their physical health. The RealAge ‘Tip of the Day’ is otherwise have never ventured online. All these initiatives At the current growth rate it will not be long before everyone
subscribed to by over 4.2 million people in North America. are pushing more and more people onto the internet. has access to the internet, and as time progresses the
older generations are proving themselves adept at learning
Other sites that are growing as the internet matures, include Discount Age’s SimplicITy computer is aimed at many how to use the technology, finding services that support
community site Saga which has a 78% share of over-50s, of those 10 million who have never used a computer. It their lifestyles. It is already clear that the internet poses
serving over two million people in the UK. Video site Flixxy, is a simplified machine with only a few programs, such an attractive opportunity for brands to connect with older
which had 180,000 unique users in May (Nielsen), is also as internet and email, to avoid putting off elderly users. consumers. The average age of web users is aging at a
heavily reliant on older users, with 80% of its traffic coming The computer has just six buttons allowing users to interact faster trajectory than the aging of the population, and it is
from those over-50. Fashion website Fifty Plus has grown with the internet without having to navigate around this consumer segment that may have the most to gain
to become the most successful direct home shopping cluttered desktops. The screens are clear and simple from the internet as physical interactions become harder.
company in the UK today, with over 2 million customers. to use. SimplicITy project manager Wayne Cooper Moreover, older consumers have more free time to browse
is quoted as saying, “Everyone has been focusing the internet, and have a higher proportion of wealth.
However, despite these growing numbers amongst the elder on the cutting edge and trendy things and the older
demographic there are still ten million people in the UK who generation have been left behind. There is a huge market
have never been online, including about four million elderly and a huge need that have not been addressed. The
people (Price Waterhouse Cooper). Age Concern believe it computer is as basic as you can get. You just take it
to be even higher – estimating that 6.4 million people over out of the box, plug it in and it all loads for you”.
65 have never used the internet.
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21 | 22 ANTENNAE
12. Vintage TV
www.vintage-tv.tv
Next month the new channel Vintage TV launches in the UK – it
is a channel aimed at the over-50s. It’s focus will be on culture
and music covering material between 1940 and 1980.
David Pick, the founder and head of Vintage TV, said his target
demographic constitutes 42% of the population and is growing
rapidly. He said he wants the output to reflect the longer and more
active lives enjoyed by millions of older people. The over-sixties view
the greatest number of hours of television each week and are likely
to enjoy double the length of retirement they did fifty years ago.
The identity for the channel features a range of iconic items from
each of the decades, which have been used to spell the world
‘vintage’. Items include Campbell’s soup cans, Pacman, and
cassette discs creating a fun and interactive logo that emphasizes
the fact that over-50s are fashion-conscious and don’t want to
be patronized, as well as being a diverse demographic in age.
The station offers an alternative to mainstream programming that
cater mainly to the young. Paul Gambaccini, the face of Vintage,
believes the channel will stand out among the plethora of music
offerings. “While television and commercial radio is searching for
the younger listener and viewer it’s the over-50s who have the
money and are spending. Vintage suggests something of quality.”
It is hoped that this channel will be as revolutionary
as MTV was thirty years ago.
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23 | 24 ANTENNAE
13. Consumers are looking to live
more active lives later in life. There
is a large opportunity to develop
solutions that help them continue
‘living’ their lives.
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25 | 26 ANTENNAE
14. Honda U3-X
www.hondanews.com
At the end of last year personal mobility was a large theme
at the Tokyo Motor Show.
As a company that values mobility, Honda began research into
robotics in 1986 and walking devices in 1999. As a Japanese brand
in one of the most rapidly aging societies in the world it is no surprise
that they are concerned with helping the elderly get around.
As part of Honda’s ongoing development and exploration in this
field they have designed the U3-X. It is a compact, experimental
device that fits comfortably between the rider’s legs, to provide free
movement in all directions just as in human walking. An integral part
of this innovation is the development of the world’s first wheel
structure which enables movement in all directions.
The U3-X is designed to be small, safe and unobtrusive enough to
mingle with pedestrians or use indoors, placing them on roughly the
same eye level as other people or pedestrians.
In addition, the device adopts a light-weight monocoque body in
which the foldable seat, footrests and body cover that also function
as the frame are stored in the body of the device, achieving highly
portable convenience that can be carried with ease.
“Honda engineers are always thinking about people’s dreams and
wishes about mobility. We will continue to work hard to be a leader
in that area,” Takanobu Ito, CEO of Honda.
No.42
27 | 28 ANTENNAE
15. THE NEW GAMING
GENERATION
GAMING FOR THE OLDER
GENERATION MEANS MORE
THAN JUST LEISURE
Earlier this year,
Gloucestershire County Council
in the UK introduced Nintendo
Wii’s to elderly residents as part
of a social services program. It mind, Apple has been particularly keen to use is the first product from the brand that doesn’t Above:
iPads have become
the new iPad release as a way of accessing the require a computer parent in order to be updated
was believed that getting elderly market. Eiji Mori, an analyst at research firm etc. This lifts a major barrier to purchase for
popular among the
older generation due
residents to play various fitness and BCN Inc. in Tokyo, believes that since many elderly consumers, and we could see the Apple
to the interface and
gaming apps
‘brain-training’ games could help elderly consumers are unfamiliar with technology, iPad becoming an integral part of their lives.
they tend to be drawn to Apple. But it is the
maintain or improve their mental availability of various gaming apps to users of the The regular use of “exergames” – video games
and social abilities. iPad that makes it particularly appealing to the that involve physical activity – is also something
elderly population of Japan – there is a growing that’s found considerable traction among elderly
This is part of a growing global trend for the consumer belief that playing small, mind exercise consumers. The belief that these games help
elderly population to use technology, and gaming games will help keep dementia at bay, and maintain a healthy mind were further reinforced
in particular, to keep themselves mentally agile. maintain users mental capacity. by a recent study by the San Diego School of
This has been recognized by various consumer Medicine, University of California which found
brands, who are now hoping to leverage this A majority of the games that are available from that playing “exergames” can help in reducing
trend to access the lucrative, and growing, the Apple Appstore are ‘quick and casual’, and depression in elderly people. A third of the
consumer demographic of the elderly. require problem solving or have a social aspect participants in the 63-94 old age range had a
to them, and it is these that are finding the most 50% or greater reduction in depressive symptoms
The Apple iPad has found considerable traction traction among elderly consumers. While younger (Telegraph). Almost all of the major console
in Japan, particularly among the 65+ demographs are keen on first person shooters brands now have products within their portfolios
demographic, which accounts for over 22% and more contemporary titles, older consumers that provide consumers with the ability to use
of the total population. The elderly market in are looking to games that are easy to pick up “exergames”, with Nintendo leading the way with
Japan is seen as a highly lucrative market, with and put down, and aren’t time intensive. the Wii, and Sony and Microsoft catching up with
consumers over 65 spending 15.4% of their the Playstation Move and Kinect respectively.
household expenditure on entertainment and Although Apples previous product releases like There are three aspects that gaming can help
cultural activities, compared to the national the iPhone and iPod Touch had an interface and in the elderly – attentional demand, novelty
average of 13.5% (Bloomberg). With this in apps that resonated with older users, the iPad and social interaction. It is believed that using
No.42
29 | 30 ANTENNAE
16. Right and below:
‘Exergaming’ has
become popular among
the older generation
because of its physical
and mental benefits
The elderly market in Japan is seen
as a highly lucrative market, with
consumers over 65 spending 15.4%
of their household expenditure
on entertainment and cultural
activities, compared to the national
average of 13.5% (Bloomberg)
mind-exercise games and “exergames” can We should expect a number of brands to look
improve these cognitive functions and that this at the growing success of gaming for the elderly
can be transferred into real-world outcomes, as the consumer segment continues to increase
such as better hand to eye co-ordination, less in size across the world. Future product and
accidents and remembering medication. The marketing strategies could now be focused on
social aspect of many of these games has not only capturing young consumers, but also
also been realized, with seniors across the in fulfilling the needs of an older generation.
globe getting together to play Wii games in
friendly tournaments.
Brands like Nintendo have realized not only the
health and social benefits of their products,
but also how to market these benefits in order
to access a lucrative section of the consumer
market. By creating products that cut across
multiple generations, Nintendo has managed
to gain traction in a demographic that is both
lucrative and growing. These innovative products
have also been backed by marketing campaigns
that have focused on the needs of separate
demographs, from kids to commuters
to grandparents.
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31 | 32 ANTENNAE
17. FUTURE HEALTH
Left:
The Blood Pressure Cuff
from Intel Health Guide
FOR THE ELDERLY
USING TECHNOLOGY
INNOVATION TO RELIEVE
THE GROWING FINANCIAL
BURDEN OF HEALTH CARE
With the continued growth in the size
of aging populations across the globe,
a radical rethink of medical services is
needed. Health services will need to move
away from the reactive model of operation, The development of mHealth is more likely to happen in of intelligent mobile platforms like smartphones has opened
developing markets first because of regulatory issues and up an opportunity for health care brands and professionals
to a more predictive and preventative legacy infrastructure – and this is no more evident than in to access consumers. Consumers are also increasingly data
one. This requires health services and Japan. Japan represents a possible future for a majority of hungry, wanting to know the state of various aspects of their
consumers to access more information the developed economies, with a huge imbalance in the health instantly.
age of the population and its wealth generation. By the end
than they currently are – and this is where of the decade, Japan will have three pensioners for every This need has resulted in various apps being developed for
technology could play a part. child under 15 years old, with over half of the country’s smartphones, as well as more dedicated platforms, such
wealth controlled by the elderly. This has created a new ‘old’ as the H’andy Sana, a touch-screen phone that includes an
The effect that an aging population has on the national economy, which is dominated by pharmaceutical, nursing application called Heart Suite. This allows users to measure,
health care system is already becoming a key social and care and medical equipment brands, addressing the key record and send vital Electrocardiograms (ECGs), via built in
political issue in a variety of developed economies. Canada need for the elderly consumer segment – health care. This contact strips on the side of the phone. These can then be
is among those nations who are already thinking of that has in turn warped the government spending of Japan, to sent to a doctor for advice, reducing the need for hospital
future, with 73% of Canadians believing that changes to the extent that 40% of all expenditure goes on health care. visits and expensive equipment, as well as giving both the
their health care system need to be made so that it can medical professional a broader picture of the patients health.
provide today’s level of care to the Baby Boomer generation The need to control this spiralling government spending
(DailyGleaner). Many economies are looking at using has prompted the rise of various forms of health care that The care of the aging population will also fall increasingly
technology to relieve this pressure, with huge investments aid efficiency, and can help reduce spending. Telemedicine on the shoulders of younger adults, and technology
being made in R&D for medical devices and services in the is already a big market in Japan, where consumers can get brands have already recognized this shift with a variety
home. For example, the global market for diagnostic imaging remote consultations and updates via their TV or computer. of smartphone apps and products that enable the remote
is expected to grow 6% annually, exceeding $24.4 billion The Japanese elderly have adopted this technology quite monitoring of the elderly without being too intrusive. One
by 2016 (GBI). This is in part due to developed economies readily, although they resist the use of keyboards and prefer Japanese appliance maker, Zojirushi, has developed
focusing on new technologies that will bring efficiencies the use of TV remote controls to access doctors and health an internet connected kettle that triggers a signal to the
and cost saving to the care of their aging populations. care personnel remotely. The increased availability children of the elderly user whenever they boil the water,
No.42
33 | 34 ANTENNAE
18. Left:
QuietCare form
GE Healthcare
Below:
Intel and GE have
formed a partnership
to produce healthcare
equipment for the home
Canada is among those
nations who are already
thinking of that future, with
73% of Canadians believing
that changes to their health
care system need to be
made so that it can provide
today’s level of care to the
Baby Boomer generation
(DailyGleaner)
letting the younger family members know that everything will be a manifestation of their vision to find new models
is ok. It is this seamless integration of technology into of health care delivery and extend care into the consumer
everyday products for the elderly that we should expect home, in order to meet an aging population and the
to see more of, as the growing use of wireless technology increase in people with chronic conditions.
allows us to be less intrusive in the way we care for the
elder generation. We should expect to see a growth in the number of
collaborative efforts in this area, as brands look to get
This new explosion in the need for intelligent medial care an initial foothold in what will become a highly lucrative
technology has led to the co-operation between various market across the globe. The growing needs of an
brands, who are looking for a presence in the market but aging population will continue to put our society and
lack the strength in expertise or capabilities. This month, its infrastructure under intense pressure, and only by
GE and Intel announced their entry into health care with an innovatively utilizing technology can we expect to cope.
agreement to form a 50/50 joint venture to create a new
health care company based on telehealth and independent
living. We reported this as an alliance in Issue 29 of
Antennae, and since then the partnership has developed
in a more solid business model.
Intel president and CEO Paul Otellini stated that “We must
rethink models of care that go beyond hospital and clinic
visits, to home and community-based care models that
allow for prevention, early detection, behaviour change and
social support.” By combing GE’s Healthcare Home Health
Division and Intel’s Digital Health Group, the new company
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