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GreatCall and Samsung Announce Jitterbug: First Cell Offering to Provide Simplicity for Boomers and Their Parents; On 33rd Anniversary of Inventing the Cell Phone, GreatCall Founders Arlene Harris and Martin Cooper Have Done It Again

Posted on: Monday, 3 April 2006, 09:01 CDT

GreatCall, Inc. and Samsung Electronics Co., Ltd. today announced "Jitterbug," a unique combination of handset and service with unprecedented simplicity. Jitterbug is targeted towards baby boomers and their parents who seek the freedom that cellular technology offers without the complexity of current handsets and service. The announcement comes on the 33rd anniversary of the introduction of the first portable cell phone by Martin Cooper in New York City on April 3, 1973.

GreatCall was founded by industry veteran Arlene Harris, who has been called "The First Lady of Wireless." Prior to founding GreatCall, Harris was founder and CEO of the SOS emergency phone, a highly regarded cellular phone service for older, safety-oriented consumers. Cooper, who is Harris' husband and business partner, worked with her to help Jitterbug achieve a simplicity that makes cellular service accessible to new classes of consumers.

Samsung, with its mobile phone technology leadership, and GreatCall, with its strong heritage of serving the target audience, make a natural partnership for creating Jitterbug and bringing it to market. Samsung developed the Jitterbug handset with GreatCall's conceptual idea, using its sophisticated technology and inspired leadership to make Jitterbug as simple as a cell phone experience can be. The phones feature larger buttons, easy-to-read text, a comfortable ergonomic shape and an ear cushion for better sound quality. Jitterbug personalized services include an easy way to retrieve messages, a live operator for call-related support, and toll free secure access to a personal phone list from any phone.

"Jitterbug fills some very important needs for boomers and their parents," said Tim Bajarin, President, Creative Strategies, Inc. "Our extensive research on 'The Digital Family' shows that boomers want to help their parents enjoy all the benefits that technology can contribute to bringing families closer together, without putting them through the angst of learning high tech devices they don't feel comfortable with. Boomers also are seeking innovative ways to provide well-being support remotely. Jitterbug helps fulfill both objectives with its natural, intuitive interface of both handset and service."

Jitterbug phones and personalized services will be test-marketed in select areas throughout the summer. They will be available through the Jitterbug website (www.gojitterbug.com) after Labor Day. Starting immediately, people may register on the website to receive more information on ordering Jitterbug as it becomes available, and to provide comments and suggestions.

"Our dream, 33 years ago, was to bring the freedom of true mobile technology to all consumers," said Martin Cooper. "Jitterbug brings us a step closer to fulfilling that dream. We've made it possible for disenfranchised users to simply make and receive phone calls reliably. Jitterbug provides advanced technology delivered in an uncomplicated way - just everything safety and simplicity minded customers want and nothing they don't."

"It takes sophisticated technology to make Jitterbug so simple," said Arlene Harris, "which is why it took a technology leader like Samsung to achieve our goals. Jitterbug has everything you need to manage your own phone experience for comfort and well-being, and to manage the phone experience of your parents or other loved ones as well. For example, if your mother doesn't want voicemail on her cell phone, it won't be there to confuse her.

"Jitterbug is about your ability to say, 'what do you think of this, mom?'" Harris continued. "You only turn on the feature if she wants it and if she decides later that she doesn't like it, you turn it off again. It's about knowing that if your mom or dad wants personal help, with a push of a button, a live operator answers by name and asks if help is needed to connect a call or retrieve a message. And having the comfort of knowing your loved one's phone battery is working, because if it's not, Jitterbug services have several ways to keep users informed."

In addition to a conventional 12-button direct dial model, Jitterbug also offers a model with three oversized buttons. This model is especially useful to very low use, safety-oriented users, especially older or disabled consumers. A user has the same live operator call-related assistance button. A direct dial 911 button calls for traditional emergency service. The other button can be custom programmed for the service a person most wants readily at hand, ranging from tow service to reception at their assisted living center or an in-case-of-emergency number.

The GreatCall and Samsung Partnership: Commitment to Simplicity

The GreatCall partnership is a key example of Samsung's strategy of working with its partners to understand the needs of each distinct segment of mobile phone users and then to use the most sophisticated technology to create devices to fit those needs.

GreatCall approached Samsung to design the Jitterbug handset because Harris and Cooper believed that Samsung was uniquely qualified with the necessary sophisticated technology and the visionary leadership needed to participate in the creation of a total service experience. In return, Samsung saw the opportunity to go beyond simple handset design to achieve a larger goal of serving an entire "well-being" role for baby boomers and their aging parents.

"We continuously make our best effort to provide our customers with more user-friendly and more enjoyable mobile phones. Our design philosophy, initiated by Mr.KunHee Lee, is that the design should not only be visually attractive but also contribute the ease of use for customers," said Kitae Lee, President of Samsung's Telecommunications Business. "From the very beginning we have thought of this as 'the well-being phone' providing peace of mind - giving people who care about a simpler experience for themselves and their aging parents. We've achieved a way to help them with greater life satisfaction while also enhancing their wellness support. This is an excellent example of how Samsung can use its technology leadership to serve organizations like GreatCall who provide not just a product, but important human services."

About GreatCall

GreatCall was founded by Arlene Harris, 45 year veteran in wireless and creator of the highly regarded SOS emergency phone, and Martin Cooper, who is often referred to as the father of the first mobile phone. GreatCall's vision is to connect people with family and friends when they are away from home by providing a simple phone and personalized service that works the way they want it to. The company's support and systems are centered on simplicity, personalization and an emphasis on convenience and comfort. GreatCall is located in Del Mar, CA. For more information, please visit www.greatcall.com. www.gojitterbug.com.

About Samsung

Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2005 parent company sales of US$56.7 billion and net income of US$7.5 billion. Employing approximately 128,000 people in over 90 offices in 51 countries, the company consists of five main business units: Digital Appliance Business, Digital Media Business, LCD Business, Semiconductor Business and Telecommunication Network Business. Recognized as one of the fastest growing global brands, Samsung Electronics is a leading producer of digital TVs, memory chips, mobile phones, and TFT-LCDs. For more information, please visit www.samsung.com.

Source: Business Wire

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