1;Preface and Introduction;6 1.1;Structure of the Book: Overview;9 1.2;Structure of the Book: Detailed Overview;9 1.2.1;Part I: Innovation, Design and Product Development for the Silver Market;9 1.2.2;Part II: Marketing for the Silver Market;13 1.2.3;Part III: Industry Challenges and Solutions;16 1.3;Lessons Learned and the Challenges and Opportunities Ahead;21 1.3.1;Lessons Learned;21 1.3.2;Challenges Ahead;22 1.3.3;Opportunities Ahead;23 1.3.4;References;23 2;From the World Demographic and Ageing (WDA) Forum;24 3;Contents;28 4;Contributors;32 5;Part I Innovation, Design and Product Development for the Silver Market;36 5.1;Chapter 1: Product Development for the Silver Market;37 5.1.1;Introduction;37 5.1.2;Competing in the Silver Market;38 5.1.2.1;Strategies of Market Development;38 5.1.2.2;The Need for Autonomy;38 5.1.3;Product Design for Autonomy;41 5.1.4;Need-Driven Versus Age-Specific;43 5.1.5;Summary and Conclusion;45 5.1.6;References;46 5.2;Chapter 2: Silver Age Innovators: A New Approach to Old Users;48 5.2.1;Introduction;48 5.2.1.1;Old People and Innovations;49 5.2.2;Users with Active Needs in the PLUS Furniture Project;51 5.2.2.1;Expressed Demands To Be Designed;51 5.2.3;Users with Not Yet Activated Needs Looking for Support;52 5.2.3.1;Demands To Be Realized;53 5.2.3.2;Missing Markets;53 5.2.4;Users with Latent Needs;54 5.2.4.1;Evolutionary Innovations;55 5.2.5;Three Types of Needs;56 5.2.6;Summary and Conclusions;58 5.2.7;References;58 5.3;Chapter 3: Disabled Persons as Lead Users for Silver Market Customers;60 5.3.1;Introduction;60 5.3.2;User-Centered Design and Lead Users;61 5.3.3;Disabled Persons as Lead Users in Mobile Phone Design;64 5.3.4;User Needs of Disabled Users Versus Ordinary Users;65 5.3.5;Leading-Edge Behavior of Disabled Users;68 5.3.6;Critical Attributes for Visually Impaired Users;70 5.3.7;Critical Attributes for Hearing-Impaired Users;71 5.3.8;Summary and Conclusion;71 5.3.9;Appendix: Overview of the Study;73 5.3.10;Photo-Diary;74 5.3.11;Contextual Inquiry and Open-Ended Discussion;75 5.3.12;References;76 5.4;Chapter 4: Integration of the Elderly into the Design Process;78 5.4.1;Introduction;78 5.4.2;How the Discipline of Design Views Itself Within the sentha Project;80 5.4.3;Senior-Friendly Product Design: Going Beyond Stigmatizing Aids;80 5.4.4;Design as an Empirical-Experimental Process;82 5.4.5;Participatory Observation;83 5.4.6;The Dialog: Participative Principle of Our Research;84 5.4.7;Empathy: The Foundation for the Designs in the Sense of the Later User;87 5.4.8;Interdisciplinarity: Stimuli Through the Disciplines Involved in the Research Project;87 5.4.9;Product Development;89 5.4.10;Summary and Conclusion;94 5.4.11;References;95 5.5;Chapter 5: Leveraging Disruptive Innovations for the Silver Market;97 5.5.1;Introduction;97 5.5.2;Disruptive Innovations;98 5.5.3;Disruptive Innovations for the Silver Market;101 5.5.3.1;Low-End Disruption;101 5.5.3.2;New-Market Disruption;102 5.5.3.3;Dual-Focus Disruption;103 5.5.3.4;Examples/Cases;103 5.5.4;Summary and Conclusion;106 5.5.5;References;108 5.6;Chapter 6: Gerontechnology for a Super-Aged Society;110 5.6.1;Introduction;110 5.6.2;What Is Gerontechnology?;111 5.6.3;Age-Related Decline;112 5.6.4;Gerontechnology for Home Appliances;113 5.6.5;Gerontechnology for ICT Products;114 5.6.6;Existing Products Aimed at the Elderly in Japan;116 5.6.7;Do Older Adults Really Need ``Elderly-Aimed´´ Products?;116 5.6.8;Needs of Older Adults Identified Through Trial Use of Products;117 5.6.9;Summary and Conclusion;119 5.6.10;References;120 5.7;Chapter 7: Designing for Everyone, One Person at a Time;121 5.7.1;Introduction;121 5.7.2;Ability, Not Age;123 5.7.3;Design Is About the Experience, Not the Object;123 5.7.4;Real People;125 5.7.5;Empathic Modeling;128 5.7.6;Discussion;129 5.7.7;Summary and Conclusion;129 5.7.8;References;130 5.8;Chapter 8: Universal Design: Innovations for All Ages;131 5.8.1;Introduction;131 5.8.2;The Potential of Universal Design;134 5.8.3;