14 POSITION BRANDS to serve an AGING, CONNECTED POPULATION Parts of the world are or will soon be capability? Ogilvy & Mather Singapore struggling with ways to better serve an worked with Singtel to redesign the aging population. If accessibility and functionality of a smartphone that connectivity mean better education, was then distributed to Singapore’s improved medical care, and potentially aging population. The restructuring higher mobility, should a consortia dramatically simplified the phone’s from the public and private sectors interface and functions, allowing less not invest in overcoming certain levels digitally savvy customers to take of digital illiteracy and provide people advantage of basic functions such as with generation-specific services games, camera and emergency calls. independent of a person’s financial 110