Karma Mobil AB is a new mobile operator on the Swedish market. Our mission is to make digital life easier for those who needs it the most. Our target group is people who because of age or other reasons feel uncomfortable to use digital solutions or are unaware of the aids that exists. The purpose with Karma Mobil is to enlighten our target group of the possibilities and assist them in becoming more digital. By doing this we will help them, and their families, to make day-to-day activities simpler. Karma Mobil’s offer consists of a mobile subscription packaged with a number of add-on services. To make senior citizens feel more comfortable being digital, we include a service for ID protection. With the ID protection, the customer gets for example notified and assistance if their social security number, bank account, credit card or e-mail address is fraudulently used online. We offer this solution together with our partner MinUC which we have an exclusive agreement with. Apart from the ID protection service, Karma Mobil AB are in discussions with other possible partner companies who provide different solutions for people with special needs. The solutions varies but common for them is that they bring support for individuals and the families. One example is to keep contact and plan for day-to-day activities over a digital platform. In addition to the digital to digital services, we also offer our customers a blog where topics in relation to our target group is covered. By this, our customers can get insight and inspiration to become more active – both digitally and in “real life”. Karma Mobil has also signed up with a couple of partners with discounts and offers specifically for our target group. The purpose of this is to create a feeling of community and recognition for our target group. As a new player on the Swedish telco market, we focus on a target group that does not get much attention. Instead of marketing Karma as “cheap” and “easy” (even if we are) our message is that we care. We show this to our customer by having competitive rates and subscriptions that includes something else than just the ordinary mobile services. We also show that we care by having a staffed support organisation which can be reached by phone, chat or social media. We are on a journey from being brand new on the market, unknown to anyone to become the obvious Mobile operator for those who appreciate extra care.