By Patrick Avenell

Price erosion and the emergence of smartphones have greatly reduced the home phone market over the past decade. In an effort to stimulate this market, Uniden has two new pieces of cordless phone technology, according to senior national marketing executive Brad Hales.

“We are very excited to have successful rolled out the Visual and Hearing Impaired (SSE) series. This is a new range with a new look and a host of new features.”

The SSE series is being targeted at Australia’s burgeoning mature age market. Ideal for older Australians that want to stay within a button press of their closest contacts, the SSE series is compatible with an Emergency Alert SOS Pendant, which can be worn around the neck.

“The Pendant is splashproof and in the event of an emergency, by the push of a button, can call for help to a number of pre-programmed phone numbers of people of your choice,” Hales said.

“This will provide great peace of mind product for a number of older Australians and can potentially be a life saver.”

Uniden’s second technological breakthrough is the Space Saver Cordless Phone (DECT2130+1). This cordless phone has a space saver base, so the handsets can sit away from the base. The base can be put away, making it ideal for apartments where space is a premium. This model has an integrated digital answering machine and comes in a piano white finish.

Despite price erosion in the category, technological innovations continue to be developed. Hales said Uniden’s XDECT long range functionality has been the brand’s biggest driver of sales. Another popular addition to the feature set has been Bluetooth connectivity, so the home phone can be paired with a mobile phone for making and answering calls on either device.

“Uniden is a brand that has the best sell through in the cordless phone category and the brand that offers the best profit opportunities for retailers,” said Hales. “It has been the number one brand for the last decade and if you want guaranteed sell through then Uniden is the only choice.

“Retailers can sell more phones by up-selling customers to the higher end products, which have more add-on sales likes long range repeaters, headsets and additional handsets.”

Uniden's new SSE Series comes with an emergency response pendant.

For more on the home phone market, turn to Appliance Retailer magazine's dedicated feature in its April edition.