As smartphone giants Apple and Samsung battle for the wallets of tech-savvy youngsters, a growing number of manufacturers is trying to lure a fast-growing new market: their grandparents.
Handset makers at the world's biggest mobile fair in Barcelona, Spain, showed off a slew of new devices aimed at the hundreds of millions of older people put off by the complexity of the latest iPhones and Android-powered smartphones.
One of the leaders of the segment in Europe, Austrian firm Emporia, launched a new handset, the Emporia Connect, at the February 24-28 Mobile World Congress.
The sleek-looking black and silver flip phone is designed not to be "stigmatising" yet easy enough for older buyers to use, said Emporia's general manager for France, Christophe Yerolymos.
It has a keypad with larger numbers and an emergency button that will send an SOS along with data pinpointing the location of the phone.
The phone features a system called Emporia Me, with an array of remote control features for the owner's family, allowing a child or grandchild to check the device's location, battery status, or ensure the volume is up.
While it is not a smartphone and has no mapping service, it does have an orientation feature that lets a user push a single button to get turn-by-turn audible instructions for returning to a car while on a shopping trip, for example.
Japan's Fujitsu rolled out a European version of a smart phone for seniors, the Stylistic S01, which first launched in mid-2012 in Japan.
It is an Android-based smartphone with large, simplified icons, and a "family alert" button that will send a message along with geo-localisation data.
But it also has an unusual touch-screen that will only respond when the user presses a bit harder so as to avoid launching applications by mistake, said Fujitsu Europe-Middle East-Africa product marketing director James Maynard.
"You can actually pre-touch and then when you know which button you want to press, you can exert a little bit more pressure," he said.
"It's made to grow with you so as you become more confident you naturally will exert more pressure on to the device."
Kapsys, a French firm, showed off its SmartConnect