Various services targeting seniors are emerging

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(a) Example 1: On-site application support (Rakuten Mobile)
In May 2016, Rakuten Mobile began offering on-site application support, whereby staff visit users' homes to assist with application procedures when purchasing a device. This
is thought to encourage seniors to switch from feature phones to smartphones by helping them overcome the hurdles of "determining a rate plan," "setting up the device," and "learning how to use it," which are major obstacles for them.

Furthermore, this is not just a way to acquire users for the Rakuten Group's communication services, but also a way to promote the Rakuten Group's various services (mail order, finance, etc.) to senior users through the provision of communication services. In
the future, not only existing communication carriers but also new MVNO operators may acquire senior customers through on-site support and use this channel to develop various services.


(a) Case 2: Mutual Support Transportation (NPO Corporation Kibaru! Furusato Tango Town/Uber Japan)
In May 2016, an NPO Corporation launched a local matching service called "Mutual Support Transportation" in Kyotango City, Kyoto Prefecture, using the Uber system to help those with mobility issues. The drivers were recruited from local residents as volunteers, and the service has begun.



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As smartphones become more widespread botim database among the senior generation in the future, we may see a more widespread model in which seniors themselves solve the issues surrounding the aging population by creating a variety of sharing services.


What did you think? In the expanding senior market, initiatives using smartphones and apps are beginning in various fields, such as "monitoring," "community," "medical care and healthcare," "nursing care support," and "delivery." I hope to continue to create mechanisms that take a positive approach to the social issue of "aging" and solve it.