Jitterbug

The Jitterbug phone (and plan) is designed for and marketed to older consumers. Their website says:

Jitterbug may not play games, go online or give you the weather, but it's the perfect phone for those who don't want all those confusing extra features.

I think the idea of confusing extra features is a real key. Most tech companies (including cellphone manufacturers) just do not understand that simplicity itself can be a major feature. Apple, of course, tries to include the features but make them easier to use. But even easier is not including the features at all.