Post on 12-Jan-2016
transcript
The Business Case for Adaptive Technology
Jim Fruchterman, Benetech
Adaptive Technology Different Approaches
The Business Case depends on the approach• Universal Design• Specific features• Scratch-built products
The Business Case depends on the markets• Seniors and children• High incidence disability• Low incidence disability
Universal Design Approach Easy business case
Designing for the broadest audience consistent with core product positioning• Served market expands• Ease of use benefits
Designers just need to think broadly about the customer• The customer is usually not well represented by the
designer
Minimal product cost impacts
Specific Feature ApproachAdding in features aimed at disabled consumers
Additional feature has relatively low cost• Easier to justify on marginal cost
Non-disabled users often use these features• Curb-cuts• Vibrating pagers (and cell phones)• Etc.
Regulatory requirements• Section 255 for telecommunications• Section 508 for federal procurements
Scratch-built ApproachMost challenging business case
Products designed for a specific disability group typically have smaller markets
Often required to meet needs• Wheelchairs are different• Standard product can’t be adapted
Small companies often target
PR benefits
Mass MarketAiming for the broadly typical consumer
The typical consumer is likely to not be a mid-forties white guy of average height, weight, strength & intelligence• By designing for a range of characteristics, the
base market is larger
Consumers can be temporarily disabled• In a meeting• Driving a car• Bright or loud conditions
Seniors, kids, shorter people, taller people: they add up!
High Incidence MarketsLarge population disabilities
Learning Disabilities
Hard of hearing
Low Vision
Wheelchairs
Low Incidence MarketsNarrow population disabilities
Blind
Deaf
Non-speaking
Multiple disabilities
Case Study: ArkenstoneOptical Character Recognition
1989 Market was under $1 million
Limited adoption of commercial product• Hardware adaptations• 1-2% of HP scanner market
• Grew to $5 million• Purchased by a roll-up: Freedom Scientific
Case Study: Henter JoyceScreen Readers
Small market
Still grew to 10+ M$ revenues• High margins
• Also purchased by Freedom Scientific
Case Study: Sunrise MedicalDurable Medical Equipment
Wheelchairs• Started as a rollup of five companies
Year 2000 revenues: $600 million plus• Markets to a range of disabilities
Founder left in 2000 to create Freedom Scientific• Richard Chandler
ConclusionAdaptive Technology --
Worth considering in every product plan
Range of options for entry
Can build and support mass market products
Business opportunities are real and worth pursuing