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About DORO Doro AB of Sweden develops and manufactures telecommunication products for domestic and business use. Besides telephones and walkie-talkies, for private users and companies, the company is also heavily involved mobile phone accessories and VoIP products. Doro’s ingenuity is manifested in their competence in fixed line telephony with their in-depth knowledge of consumers and the key insights from the end-user segmentation model developed together with Ericsson Consumer Labs. The company is presently developing products which will be at the forefront in VoIP (Voice over Internet Protocol) consumer products in the future. Beginning 2005, the company underwent several strategic changers which seek to emphasize focus on products and consumers. The implementation of a new business re-structuring resulted to all products now divided into five clearly defined units that work solely to develop and sell products that lie within the framework for a single Business Unit. Doro’s five Business Units are: 1) Telephony – corded and cordless fixed-telephony products. 2) IP-Communications (VoIP) – IP telephones and systems. 3) Accessories –accessories for all telephony including mobile telephony. 4) Consumer Devices – other consumer electronics products 5) Care Electronics – electronics products for senior citizens. Among the new products that Doro has launched recently include universal cordless mobile phone headsets under the name Doro Flexus, USB telephones for IP telephony and accessories for MP3 players and computers. The company has also diverted from the national division that previously organized sales operations as the sales organization now operates in three regions – Northern Europe (including Central Europe), Southern Europe and Australia.
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