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New Doro Enters UK Home Technology Market

Number One Swedish Electronics Provider Breaks Into Britain

London, 12 June 2007: Today sees the official UK brand strategy launch of Doro – an exciting player in the home and commercial technology arena. The initial focus of the company’s UK efforts will be on providing consumer products within the domestic telephony and digital technology markets. Doro is widely regarded as one of Sweden’s leading electronics companies - and brings over thirty years of Scandinavian design heritage to our shores.

The company currently has operations across Europe. It plans to shake-up the UK market with a series of new product introductions – quickly following its brand revamp. Doro’s product’s are grouped into four broad categories; home technology, durable sports electronics, care devices and business electronics. Products within all of these categories will be introduced into the UK market in phases through 2007.

The first products will be within the fixed line, VoIP compatible telephony and streaming media arenas. Two core audiences will be targeted from the outset including the ‘modern family’ and ‘first home makers’. Research has identified that ‘modern families’ represent a huge 17% of the total UK population aged between 15-69 years old - and that ‘first home makers’ without children represent 11% - these two target segments alone account for 1 in 4 people.

The brand aims to establish itself as a credible UK player by focusing on the four cornerstones of; distinctive design, consumerised features, total-quality and inspiration at best value. Doro strives to satisfy consumer’s needs for instant gratification and exploration – balanced with the principles of stability and design. The brand stands out from the crowd and provides outspoken, ergonomic designs with distinctive personality and attitude.

Doro’s product development strategy focuses on providing the specific functionality which consumers are most likely or well-known to use. The company avoids the ‘feature cramming approach’ which many other technology vendors adopt. Cramming of functionality into any product ultimately leads to more complex devices that few use but still have to pay for. Therefore the purchase price is something which Doro works hard to keep at an honest and satisfactory level for buyers.

Using the domestic telephony market as an example; Doro’s recent consumer behavioural studies show that less than 10% of the average home phone’s functionality is actually utilised. Why would consumers want to pay inflated prices for functionality that they simply won’t use? As such a huge amount of resource is ploughed into Doro’s research and design business functions. The ongoing research programme, in partnership with Ericsson Consumer Labs, covers thirty countries and reaches nearly 1000 million end-users.

Chris Millington, Country Manager at Doro UK commented: “Today’s consumer is more converged and hence quicker to adopt new technologies, particularly in Scandinavia and the UK. The success of our brand across Europe is due to a continued investment in getting to know the customer - and understanding their purchase and usage behaviours. Our business responds to the most pressing needs of the consumer - and the products we offer prioritise those needs.”

The Care product category within Doro develops electronics solutions that aid and assist seniors with specific kinds of ailments such as; reduced vision, loss of hearing and impaired movement. Demand for products within this category continues to grow and in response to this Doro has invested heavily in expert designers within this specific field.

Chris Millington continued: “People starting to experience difficulties of any nature need products that address their impairments. Our Care products enable the user to retain channels of communication, maintain their social network and more importantly positively impact on the individual’s independence and security.”

Key findings from Doro’s ongoing research programme will be announced over the coming months, in conjunction with new product and category launches.


For further information on Doro UK please contact Custard PR - 020 7494 6586

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