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

Disabled consumer

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

① Raise awareness ② Facilitate the

sharing of solutions and good practices

③ Foster harmonization and standardization

④ Support policy makers

Executing the Mission

Outreach to the technology industry & legislators

Organizing technology conferences

Executing the MissionConducting research & creating case studies

Web Accessibility for Business

AT&T Accessibility & Sustainability

e-Accessibility Cost Analysis

Mobile Phone Accessibility

CRPD Progress Report

e-Accessibility Policy Handbook

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

Honorable Mention

Apple Accessibility

① Delightful ② Innovative ③ State of the art ④ Connected ⑤ Accessible ⑥ Localized ⑦ Designed ⑧ Disruptive

① Delightful ② Innovative ③ State of the art ④ Connected ⑤ Accessible ⑥ Localized ⑦ Designed ⑧ Disruptive

App Development Principles

Apple Accessibility

① Delightful ② Innovative ③ State of the art ④ Connected ⑤ Accessible ⑥ Localized ⑦ Designed ⑧ Disruptive

App Development Principles

Recommendations

SPIE. . . .• Research revealed recurring pattern • Companies with best accessibility practices

effectively performed three tasks • Tasks were vital to providing accessible solutions to

disabled consumers • Those tasks 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.Encompasses accessibility

principles

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 DesignniversalBody fit

Comfort

Awareness

Understanding

Social integration

Personalization

Appropriateness

UD Goals • Goal one

• Goal two

• Goal three

• Goal four

• Goal five

• Goal six

• Goal seven

Accommodating a wide range of body sizes and abilities

Keeping demands within desirable limits of body function and perception

Insuring that critical information for use is easily perceived

Making methods of operation and use intuitive, clear and unambiguous

Treating all groups with dignity and respect

Incorporating opportunities for choice and the expression of individual preferences

Respecting and reinforcing cultural values and the social and environmental context of any design project

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

Purchasing PowerTravel and Tourism Spending

Approximately 21 million Americans with disabilities travel annually Travelers with disabilities spend $13.6 billion on travel annually

$4.2 billion on hotels $3.3 billion on airfare $2.7 billion on food and beverage $3.4 billion on retail, transportation and other activities

Organizations leading travel industry in disability accommodations

Chinese Market

Disabled MarketVS.

1 billion consumers Required to enter Chinese partnership Risk to intellectual property Uncertainty in how to serve Chinese consumers

1 billion consumers Dispersed geographic locations Research providing blueprint to serving consumer needs Substantial buying power: $4T

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

Contact info. Derek Mitchell

dlmitchell3001@gmail.com www.linkedin.com/in/dereklmitchell

Removing barriers to create an inclusive and accessible society for all