The Vodafone Foundation is transforming its retail network into advisory centers for seniors. As part of the expansion of the Digital Odyssey program, employees in all of Vodafone's more than 80 stores across the Czech Republic will provide free assistance to people over 65 with operating smartphones and tablets. This assistance is available to all interested parties, regardless of whether they are customers of the operator.
The decision to implement widespread support stems from an international Ipsos survey conducted on a sample of 6,000 people over 55 in six European countries. The study showed that although 91% of seniors use digital devices daily, Czech users exhibit significantly lower confidence than their Western European peers.
According to survey data, 43% of Czech seniors do not understand how applications or websites work, and 36% are afraid of making mistakes when using technology. Compared to countries like the United Kingdom or the Netherlands, Czechs also encounter stronger social stereotypes – 77% of them believe that society perceives them as technically incompetent due to their age.
“Czech seniors are not technologically backward; they rather lack confidence. This is a gap that cannot be filled by an app or a helpline. Only a patient person with time can bridge this gap. Every person over 65 can come in, sit down, and receive calm, unhurried help with their device,” stated Violeta Luca, CEO of Vodafone.
In addition to individual consultations, the program in stores will also offer guidance to further educational modules, such as in-person courses in libraries, volunteer assistance under the auspices of the Moudrá sovička (Wise Owl) organization, or special e-learning platforms adapted for older generations. Cooperation also takes place with the organizations Elpida and the Association of Czech Libraries.
“Seniors are often just as capable, if not more capable, than us. They just need things explained and shown calmly, sometimes even repeated. Thanks to Vodafone stores, they now have several hundred additional helpers nearby,” adds Zuzana Holá, director of the Vodafone Foundation.
Digital Odyssey is part of the international Hi Digital project, which has already reached over 1.5 million people in Europe. For those interested, in addition to visiting stores, a free information line 800 220 044 is also available, functioning on weekdays from 9 AM to 5 PM.