An elephant in the room of the senior market is “Why did Vodafone give up on Simply”, their proposition for seniors with dedicated sales training, products and marketing. Surely if the mighty Vodafone can’t make the senior market work, no-one can. Adrian Burholt ran the project and will explain that Simply was a sales success, but one that got caught between the launch of smartphones, 3G and other factors. There is a lot of good that came from the project.

In this video, shot at Senior Market Mobile 2010, Adrian looks at some of the lessons learned.