enableUnited Nations
International Day of Persons with DisabilitiesDecember 3, 2012
Removing barriers to create an inclusive and accessible society for all
Best Practices for Providing Accessibility in the Mobile Device Industry
Derek Mitchell Graduate Thesis Project
What is accessibility?
What is accessibility?
① Fully accessible
② Partially accessible
③ Completely inaccessible
① Perceive it
② Understand it
③ Operate it
Categories Accessibility Principles
Accessibility is a measure of the extent to which a product or service can be used by a person with a disability as effectively
as it can be used by a person without that disability.
What is a disability?Medical Model Social Model
VS.
Traditional model links disability to medical
condition limiting activity
New model links disability to level of interaction with
environment
What is a disability?The Market Model
Recognizes the disabled as a large consumer, labor and voting segment. Examines personal identity of
the disabled and promotes economic empowerment.
Types of Mobile Technology & Devices
Convertible laptops
Ultrabooks
Cloud computing applications
Tablets
Smartphones
Digital Divide
Close the divide
Technology + disabled user alignment Accessibility =
A Flagship Advocacy Initiative of the United Nations Global Alliance of ICT and Development
lobal
ommunicationechnologies
InclusiveInformation
InitiativeFor
Disability DemographicsONE BILLION LIVE WITH LIFE ALTERING DISABILITIES
1 in 5 have a disability
56.7 million persons with disabilities in the U.S.
2.2 million increase since 2005
19 percent of the population
Disability DemographicsONE BILLION LIVE WITH LIFE ALTERING DISABILITIES
1 in 5 have a disability
56.7 million persons with disabilities in the U.S.
2.2 million increase since 2005
19 percent of the population
① Vision ② Hearing ③ Mobility ④ Speech ⑤ Cognitive
The Mission
① Raise awareness ② Facilitate the
sharing of solutions and good practices
③ Foster harmonization and standardization
④ Support policy makers
Accessibility Policy
Convention on the Rights of Persons with Disabilities
Accessibility
information and communications technologies
Accessibility
information and communications technologies
Adopted:
Signed:
Ratified:
UN General Assembly
2006
154
124
First human rights treaty
of 21st century
Most opening
signatories in UN
history
FCC Telecommunications ActSigned into law in 1996
Established rules to make electronics accessible to the disabled
Section 255Covers all hardware and software telephone
network equipment including wireless phones and other mobile devices
21st Century Communications and Video Accessibility Act
Signed into law in 2012 Updated federal law regarding mobile devices
Communications Access Video Programming Advanced communications required to be accessible mobile devices web browsers required to be accessible
Video accessibility requirements expanded to devices with screens 13 inches or smaller
Industry Best Practices
Thesis Approach
Analyzed four technology, telecommunications & tech-related companies Identified commonalities in providing accessible products and services
Company Analysis
ObjectiveDevelop standard guidelines using identified
commonalities as a basis
Accessibility Innovation & Sustainability
Accessibility Innovation & Sustainability
Universal Design Integration of accessibility into product development The Human Factors Group AT&T Advisory Panel on Aging & Access Citizenship & Sustainability Expert Team Disability recruitment practices
User-centered approach
Universal DesignUniversal Design Culture
Universal design principles Product development concepts Hearty Plaza
• Model of universal design • Mobile phone usage classes for disabled • Sign language staff
Barrier-free stores-217 locations Raku-Raku phone
• 15 million units sold • Used by 80% of visually-impaired in Japan
LUCY Digital Inclusion
Accessibility Vision
Design for All Strategy
Integration of accessibility into product concepts Creation of an adapted range of products for disabled Specialized distribution channels with training program Web accessibility Information, communication and partnerships
Founded on input from disabled community Orange Accessibility Department Group
• R&D Accessibility project- integrating input into developing new device interaction and interfaces
Distribution • Accessibility trained staff- 6,000 salespeople • 231 autonomy shops • Dedicated customer service center • Specialty catalog
Design for All
Recommendations
SPIE. . . .
Research of technology and telecommunications companies producing mobile technology or providing service and support
revealed a recurring pattern.
The companies with the best industry practices effectively performed the same three tasks which are vital factors in
providing accessible solutions to disabled consumers. Those factors are P.I.E.S.
P
E
artner
Integrate
mbed
Susccess Factors
Proposed Accessibility Guidelines
① Internal or external audit of accessibility initiatives
Product DevelopmentR&D Accounting OperationsMarketing Strategy
Employees Employees Employees Employees Employees
HRCustomer
Service DistributionSupply Chain IT
Management Management Management Management
Executive Leadership
Product DevelopmentR&D Accounting OperationsMarketing Strategy
Employees Employees Employees Employees Employees
HRCustomer
Service DistributionSupply Chain IT
Management Management Management Management
Executive Leadership
Proposed Accessibility Guidelines
① Internal or external audit of accessibility initiatives
② Embed accessibility in company culture
Product DevelopmentR&D Accounting OperationsMarketing Strategy
Employees Employees Employees Employees Employees
HRCustomer
Service DistributionSupply Chain IT
Management Management Management Management
Executive Leadership
Product DevelopmentR&D Accounting OperationsMarketing Strategy
Employees Employees Employees Employees Employees
HRCustomer
Service DistributionSupply Chain IT
Management Management Management Management
Executive Leadership
Proposed Accessibility Guidelines
① Internal or external audit of accessibility initiatives
② Embed accessibility in company culture
③ Engaging disabled community
"Nothing about us without us"
ICT Organizations Gov't & Int'l Institutions
Technology Industry
Proposed Accessibility Guidelines
① Internal or external audit of accessibility initiatives
② Embed accessibility in company culture
③ Engaging disabled community
④ Include accessibility throughout company value chain
Industry Value Chain
Industry Value Chain
Industry Value Chain
Proposed Accessibility Guidelines
① Internal or external audit of accessibility initiatives
② Embed accessibility in company culture
③ Engaging disabled community
④ Include accessibility throughout company value chain
⑤ Focus on universal design
U.D.
U.D.
U Designniversal
U DesignniversalEquitable use
Flexibility in use
Simple and Intuitive
Perceptible Information
Tolerance for Error
Low Physical Effort
Size and Space for Use
VS.
UD Principles Accessibility Principles Utility
Usability
Accessibility
Desirability
Affordability
Viability
Compatibility
U DesignniversalEquitable use
Flexibility in use
Simple and Intuitive
Perceptible Information
Tolerance for Error
Low Physical Effort
Size and Space for Use
UD Principles • Principle one
• Principle two
• Principle three
• Principle four
• Principle five
• Principle six
• Principle seven
useful and marketable to people with diverse abilities
accommodates a wide range of individual preferences and abilities
easy to understand, regardless of the user’s experience, knowledge, language skills, or current concentration level
communicates necessary information effectively to the user, regardless of ambient conditions or the user’s sensory abilities
minimizes hazards and the adverse consequences of accidental or unintended actions
can be used efficiently and comfortably and with a minimum of fatigue
Appropriate size and space is provided for approach, reach, manipulation, and use regardless of user’s body size, posture, or mobility
U DesignniversalMore than 48% of European population over 50 years of age declare their needs are not being met by mobile device manufactures and service providers 60% of the general population could benefit from accessible technology
Orange Market Research
Goal of Universal DesignCreating fully accessible technology for persons with disabilities and
aging adults in order to create a more accessible world.
Economics of Disability
Purchasing PowerEstimated Disabled Population Income
Disability Income
Disability Disposable
Income
Disability Discretionary
Income
Disability Categories
50 and Over Discretionary
Income
50 and Over Actual
Spending Global
Based on average monthly income: $1,961
Severe: $1,577
Non-severe:$2,402
Communicative$2,838
Physical:$1,998 Mental: $1,619
$1.3T $247B $175B ------ $150B $400B $4.1TSource: US Census Bureau; The Global Economics of Disability
Purchasing Power1 billion persons with disabilities globally-size of Chinese market Global buying power
• U.S. $175 billion in discretionary spending • 4 times more than tween (8-14) demographic
• U.S. disposable income: $247 billion • Europe: $500 billion • U.K. $128 billion • Canada $30 billion
Disability & EthnicityDisabled Black Americans: 19.8% Disabled Hispanics: 13.8% Disabled Whites: 19% Disabled Asian/Pacific islanders: 11.5%
Purchasing PowerReturn on Disability Index
Created by Rich Donovan-former Merrill Lynch employee with cerebral palsy Surveyed Fortune 500 companies
• 25% have observable activity related to the disabled population • 6% actively creating value for the disabled population • Tracks shares of 100 firms that deal best with disabled population
• The 100 firms outperformed broader stock market
Accessibility is Profitability 20% of consumer base for average business Following passing of ADA hotel revenue increased by 12% 37% of disabled consumers choose businesses based on disability-aware service 66% return to businesses that give good service 58% state that friends & family chose business based on disability accommodations
Purchasing Power
Aging adults (50 and over)Americans 50 and older are 25% of population Control 50% of nation's buying power Controls 75% of assets Represents $150 billion annual in discretionary income Spent nearly $400 billion in 2003
ODigital pportunity Index
Infrastructure Opportunity Utilization
Indicators: Source: International Telecommunication Union
Index measures technology penetration
and digital infrastructure
Convention on the Rights of Persons with Disabilities
Source: UN Enable90 Signed Convention &
Protocol Ratified Convention126Signed Convention155 Ratified Convention & Protocol 76
Thank youContact info. Derek Mitchell
[email protected] www.linkedin.com/in/dereklmitchell