Doro is a market-leading supplier of phones for seniors. The company was founded in 1974 and has since its inception made several transitions with its operations. It started by offering answering machines to business clients, but this changed into mainly offering mobile phones for the senior segment in 2007, and since 2014 it has largely been focusing on telecare services. Doro spun off the telecare services in December 2021, when the company turned the focus towards senior phones again. To prepare for the spin-off, Doro decided in 2020 to leave its lower-profitability markets and improve its presence in countries where margins are higher.
If Doro’s new goals, announced in late 2017, were to be met, the company would have significantly higher margins going forward. In addition, the “silver economy” (aging population) is still an opportunity for players such as Doro to seize. There is an increasing demand for products suited for seniors, which needs to be supplied.
Doro has a strong position within its niche, but there is a risk that bigger players could exploit this market, which eventually could hurt Doro’s market share. Another risk is associated with the increasing technological knowledge of seniors, which results in decreasing demand for specially made phones for seniors.