A Cell Phone for Baby Boomers -Business Week

Selling technology to technophobes may not seem like smartest business strategy, but when the technophobes in question are the 100 million baby boomers and seniors in the U.S., bridging the technology gap starts to look like a real market opportunity.

Early research showed that older users found conventions like signal strength meters unfamiliar and confusing. Instead, when you open a Jitterbug phone it emits—get this—a dial tone. If there's no dial tone, you can't make a call.

Instead of icons or menus, the phone presents features as a series of simple questions, which the user answers with the bold YES and NO buttons on the handset. Read more about Jitterbug here.