Age UK has teamed up with Cognatel MVNO CyCell to develop a no-frills mobile phone for the elderly.

According to research by Ofcom, over half (52%) of people aged 75 plus own a mobile phone, but these devices are often relegated to a drawer due to their technological complexity.

Age UK hopes to change this with the launch of a new £55 device, known as the Age UK My Phone. The device comes with a maximum of eight buttons which can be customised to call pre-programmed numbers with a single press.

The Age UK My Phone comes in 11 colourful designs, with the phone number written clearly on the back for easy reference. It arrives fully charged and the battery will typically last up to five days.

The Age UK My Phone is available with a range of 30-day rolling price plans, with connectivity delivered using the Vodafone network. Proceeds go to the charity after a wholesale fee to the operator.

Customers can cancel their contracts by giving 30 days’ notice, and there is a 28-day money back guarantee with 12 months warranty as standard.

In an attempt to kickstart adoption, the charity is offering a Christmas gift package which is available until 31 December. For £87.50, customers can get a handset and 50 minutes of calls per month for six months.

“We know how important it is to stay in touch and we’ve listened to feedback from older people, so we’re delighted to be launching the Age UK My Phone,” said Helena King, Head of Affinity at Age UK.

“It’s easy to use and means that people can contact their nearest and dearest at literally the touch of a button.”

The phone is available to buy at selected Age UK shops across England and can also be ordered by telephone and by post. More information is available here.