INTERNAL MARKET FOR INCLUSIVE AND ASSISTIVE ICT ATIS4ALL
Sebastiaan van der Peijl Madrid, 14 March 2011
Slide 2
- 2 - Contents Aims and objectives Scope Approach EU policy
context Main findings of the study Conclusions Recommendations
Slide 3
- 3 - Aims and objectives Main research question: What are the
main barriers and opportunities today in the European Internal
Market for Assistive ICT, and what could be gained in terms of
economic and social impacts derived from addressing barriers and
embracing opportunities in the market for Assistive ICT? Tasks:
Gather representative evidence on the market for Assistive ICT
products and services in Europe, including market mechanisms.
Analyse barriers and opportunities in relation to social and
economic impact associated with the use of Assistive ICT, including
the impact for users, the Assistive ICT industry and the
administrations. Propose recommendations for improvement, building
on the advice of experts and relevant stakeholders.
Slide 4
- 4 - Scope 9 Member States: ES, DE, DK, FR, IT, LV, NL, SE, UK
Assistive ICT: External Assistive ICT Independent Living Work
Education & Training ICT Accessible ICT Embedded Assistive
ICT
Slide 5
- 5 - Approach Extensive desk research MS and EU level
interviews Case Studies Scenarios
Slide 6
- 6 - EU policy context UN convention: signed and ratified by
the EU, signed by all MS (ratified by 16), protocol signed by 22 MS
(ratified by 14) European Disability Strategy (2010-2020): equal
rights, dignity, treatment, independence, full participation
Accessibility: improving the availability and choice of assistive
technologies, public procurement Participation: e.g. use of sign
language, Braille, accessible websites and copyrighted works, etc.
Employment, education, independent living, health: focus on sound
working conditions, personal-assistance schemes, legal and
organisational barriers, inclusive education, non-discriminatory
health services and facilities, disability part of curricula of
health professionals MS cooperation: information exchange and
policy coordination (High Level Group on Disability) Awareness
raising and data collection European Accessibility Act in 2012? To
substantially improve the proper functioning of the internal market
for accessible products and services
Slide 7
- 7 - EU policy context Digital Agenda Enhancing digital
literacy, skills and inclusion Inclusive digital services, web
accessibility, ambient assisted living e-Inclusion: e-Accessibility
Ensure that people with disabilities and elderly people can access
ICTs on an equal basis with others e-Accessibility and Assistive
Technology (AT): Design for All: universal design, adaptive design,
interfacing/interoperability with AT Public procurement &
Mandate 376
Slide 8
- 8 - Provision of assistive ICT in the EU The market for
assistive ICT No recent and consistent data on people with a
disability on the EU level (only 2002 LFS Eurostat) No quality data
on take-up of ICT by people with a disability (some MS- data) No
quality data on take-up of assistive ICT (some studies (MEAC,
AEGIS)) Little data on public expenditure on Assistive ICT (some
data in e.g. NL GIPdatabank) No consistent data on the assistive
ICT supply (only national databases) Source: EUROSTAT
Slide 9
- 9 - Provision of assistive ICT in the EU The market for
assistive ICT (public) service provider Manufacturers /
distributors People with a disability Disability organisations
(e.g. associations, charities, NGOs, etc) Source:
RobotikerTecnalia, 2009 Different actors involved Gov support
schemes implemented by (public) service providers: Service Deliver
Models (SDM) SDMs play an important role in the value chain:
financing and procurement.
Slide 10
- 10 - Provision of assistive ICT in the EU Service Delivery
Models Different types of SDM: Medical / social model: Service
providers act as intermediaries People with a disability are
generally not the final decision makers Consumer oriented model:
Service providers act as advisor and funding provider People with a
disability, or a representative, are the final decision makers
Slide 11
- 11 - The most prevailing type of SDM is the medical/social
model Freedom of choice: often none (limited to lists), but more
freedom of choice schemes are being implemented (e.g. DE, DK, NL,
SE) SDMs have an important influence, they are the main buyers on
the market Provision of assistive ICT in the EU Service Delivery
Models EducationWorkHome/independ ent living DenmarkM/SMixed: M/S,
C FranceM/SMixed: M/S, C GermanyMixed: M/S, C ItalyM/S LatviaM/S,
limited * The Netherlands M/S Mixed: M/S, C SpainM/S M/S or none
SwedenMixed: M/S, CM/SMixed: M/S, C United Kingdom M/S
Slide 12
- 12 - Provision of assistive ICT in the EU A complex reality
Government support differs widely across MS and life environments,
even regions: different beneficiary types, different actors
involved, differences in prescription or reimbursement processes,
different types of procurement, different governance models (more
or less decentralised), different levels of coverage (ranging from
full reimbursement models to none, depending on the
country/region), differences in eligible products... Overlaps
between the different systems across the life environments can
result in unclear responsibilities Disabled people face a complex
environment Assistive ICT companies similarly face a complex
environment
Slide 13
- 13 - Provision of assistive ICT in the EU A complex reality
The market structure for Assistive ICT can be characterised by
supply push: companies compete to get in the SDM system, lower
attention to end-users Some key dimensions emerged and were
addressed through case studies People with a disability
Manufacturers / Distributors of Assistive ICT Service Delivery
Models Supply push
Slide 14
- 14 - Provision of assistive ICT in the EU Important trends /
opportunities In the work environment, support schemes are usually
well defined, supported by the focus on reasonable accommodation
Freedom of choice schemes are on the rise, either with a
reimbursement or personal budget scheme (e.g. DE, DK, NL, SE)
Function vs. Form debate: functional descriptions of products
eligible for funding (e.g. NL, SE) Many organisations are active in
the MS to provide information and advice to people with a
disability Single points of access are hardly established, with
exceptions in e.g. DE, FR
Slide 15
- 15 - Provision of assistive ICT in the EU Main findings
Different levels of coverage Different actors in the life
environments Localised Markets Long supply chains Limited cross
border trading within the Internal Market Non-transparent pricing,
can lead to high prices and price differences De facto restrictions
on market entry Small production volumes High investment for market
entry In some cases: high margins Different types of support
Supply: Company perspective Demand: End-user perspective High
efforts to get access to funding and the right solutions Limited
choice Lack of information / independent advice Need to work
through local distributors or local presence Difficulties with
overlap in different life environments Service Delivery Models
Slide 16
- 16 - Case studies Main findings from the case studies 2 Case
studies on freedom of choice (DE, SE) 2 Case studies on info
provision (ES, UK) 1 Case study on internet and mobile uptake 1
Case study on pricing of assistive ICT 1 Case study on product and
cross-border activity Freedom of choice turns people with a
disability into decision makers and stimulates the market.
Information is key to a successful implementation of a freedom of
choice scheme. Information will increasingly be provided by
manufacturers themselves, government will also have a role to play.
Stark differences across Europe. High market potential for
assistive ICT Price differences occur within the internal market,
due to complex supply chains and other factors Most EU assistive
ICT companies do not operate cross border and are highly
specialised, targeting niche segments of the market
Slide 17
- 17 - Case Studies (1/7) Freedom of choice in Sweden (Fritt
Val) User empowerment: Better informed, better choices Function vs.
form Stimulating the market: Closer relations with the customer
Bundling: services and extra features Price reduction At no
additional cost Potential for: more user focus, better information
provision, more competition.
Slide 18
- 18 - Case Studies (2/7) Freedom of choice in Germany
(Persnliches Budget) Public agencies: Fear of loosing control over:
the system, the quality, type of fundable devices Higher
administrative costs Non-standardised admin procedure and faulty
individual target agreements Stimulating the market: new user group
expected to emerge, more competition and innovation Transition
issues, but expected to grow
Slide 19
- 19 - Case Studies (3/7) Information provision by local
charities in the UK The need for: good information, close customer
relationships, services close to the user (e.g. assessment,
training) Local charities: Information provision, awareness, try
out ATs, conferences, exhibitions Geographically close to users, no
registration required Support informed decision making: both for
occupational therapists and end-users Provide second-tier
assessment and training to meet specific needs Established networks
with: suppliers, agencies, technology networks, education&
training inst. / employers, end-users Filling the gap: enabling
blind people, market facilitation
Slide 20
- 20 - Case Studies (4/7) Information provision by RETADIS in
Spain Try out assistive ICT: 26 centers throughout Spain with
computers and assistive ICT + 50 private home-users RETADIS social
network: contact with peers, forums, newsletters Training by
occupation therapists and for education and work Bringing together
stakeholders, manufacturers, end-users, occupational therapists for
better information and hands-on experience
Slide 21
- 21 - Case Studies (5/7) Product pricing of Assistive ICT
CNSA, AT price-monitoring agency Issues: complexity of use, prices
differences, difficulties for new entrants, knowledge of
professionals Recommendations: information sharing between
beneficiaries and distributors, showrooms and regional centers,
include training in public funding Non-transparency is a big issue
Opportunities for improvement Need for product reviews Separation
of services from product pricing e-Commerce provides transparency
towards a more Consumer Oriented Model
Slide 22
- 22 - Case Studies (6/7) Assistive ICT supply Based on 8
National Databases (810 Assistive ICT companies) Available
information is inconsistent across databases The analysis adds
insight, but the market remains opaque Fragmentation: narrow
markets, mostly SMEs Number of ISO subcategories per company (total
sample) Average ISO groups per company1.523 Companies with 8 ISO
groups3 Companies with 7 ISO groups3 Companies with 6 ISO groups13
Companies with 5 ISO groups10 Companies with 4 ISO groups22
Companies with 3 ISO groups47 Companies with 2 ISO groups120
Companies with 1 ISO group592 Total number of companies in
sample810 Total Number of assistive ICT companies in the overall
sample per ISO 22 subcategory (multiple presence of companies
possible) ISO 22.03 ISO 22.06 ISO 22.09 ISO 22.12 ISO 22.15 ISO
22.18 ISO 22.21 ISO 22.24 ISO 22.27 ISO 22.30 ISO 22.33 ISO 22.36
ISO 22.39 126169651257155252677928371135
Slide 23
- 23 - Case Studies (6/7) Origin of foreign companies per
country Countries of origin of foreign companies
DatabaseDEDKESFRITNLSEUKUSOthers Foreign companies DE-1212248271158
DKN/A- ES10-10001115 FR1021-24412302691 IT10137-56154219103 NLN/A -
SEN/A - UKN/A - Little cross border presence: International
presence of assistive ICT companies in the sample (8 countries)
Average presence of companies (number of countries in sample) 1.162
Companies with presence in 5 countries2 Companies with presence in
4 countries8 Companies with presence in 3 countries26 Companies
with presence in 2 countries48 Companies with presence in 1
countries726 Total number of companies in sample810
Slide 24
- 24 - Case Study (7/7) Estimating demand for Assistive ICT
Lack of data on both the PWD population and the take-up of
Assistive ICT Assessment of internet and mobile phone uptake:
1.Estimation of PWD population 2.Estimation of internet uptake
3.Estimation of assistive ICT uptake
Slide 25
- 25 - Case Study (7/7) Methodology: estimating internet uptake
for PWDs
Slide 26
- 26 - Case Study (7/7) Methodology: internet uptake rates for
PWDs
Slide 27
- 27 - Case Study (7/7) Methodology: assistive ICT uptake rates
for PWDs
Slide 28
- 28 - Case Study (7/7) Methodology: assistive ICT uptake rates
for PWDs Main results: Estimation of more than 29 million disabled
people using internet in the EU in 2009 21 million aged 15-64, 8
million aged above 65 Estimation of 9.86 million EU citizens
already using assistive ICT to access the internet in the EU Large
existing disparities in uptake, especially for old people Internet
uptake is increasing fast
Slide 29
- 29 - Scenarios Conceptual framework Demand:informed and
empowered consumers Supply:competitive supply of assistive ICT
Supplypush Demandpull Supply Demand
Slide 30
- 30 - Demand: informed & empowered users Freedom of choice
& information, awareness Freedom of choice, drivers User
empowerment Role of SDM Functional description of needs
Mainstreaming e-Commerce Awareness and information, drivers:
Digital literacy Close relationship with consumers
Multi-stakeholder approach Independent information / advice
Training
Slide 31
- 31 - Supply: competitive supply of A-ICT Level of competition
& pricing Competition, drivers: Transparency Competition IN the
market not FOR the market Barriers within the market e-Commerce
Pricing, drivers: Transparency Supply chain Comparing Knowing what
you pay for
Slide 32
- 32 - Demand and supply Demand pull and supply push growth
Scenario 1: supply push Scenario 2: supply push with increased
awareness Scenario 3: small scale demand pull Scenario 4: large
scale demand pull Freedom of choice Limited increase HighFully
available Information & awareness Limited
increaseIncreasedHighFully aware Competition Increase, Reduced
margins IncreaseIncreasedHigh Competitive pricing Minor
changesIncreased High Scenario 1 Scenario 2Scenario 3 Scenario 4
Demand: informed and empowered consumers Supply: competitive supply
of assistive ICT
Slide 33
- 33 - Toward a consumer oriented market User empowerment, more
transparent market, closer customer relations, more cross-border
trade, changing the role of SDMs
Slide 34
- 34 - Forecasting exercise Impact on the market Based on
internet uptake:
Slide 35
- 35 - Forecasting exercise Impact on the market Impact on
internet uptake 2010201220142016 Austria
561,325853,3931,124,5051,338,905 Belgium
1,086,4151,564,4221,963,7782,269,527 Bulgaria
230,744449,159731,0821,007,122 Cyprus 24,90449,78379,102107,503
Czech Republic 742,0251,198,4371,665,5582,047,361 Denmark
869,4811,070,8881,208,9641,267,217 Estonia
134,847198,362256,355301,029 Finland
1,066,8181,359,3161,591,9301,726,066 France
6,375,9849,427,24612,378,85314,836,371 Germany
6,838,7769,610,23411,755,17713,241,029 Greece
212,728415,706717,3071,058,091 Hungary
397,629672,632984,2221,260,813 Ireland 223,826370,360514,965637,203
Italy 1,149,2972,518,1884,208,4655,883,910 Latvia
136,433218,188296,378360,048 Lithuania 94,242173,014256,638332,397
Luxembourg 51,30464,74275,05080,810 Malta 16,16027,92540,38550,859
Netherlands 3,399,4544,018,8324,367,3214,478,640 Poland
1,847,1283,167,3174,588,2205,836,980 Portugal
452,116877,2341,388,5991,868,047 Romania
211,264496,229908,1981,380,916 Slovakia
239,376356,324474,583577,287 Slovenia 133,338218,181305,834379,787
Spain 1,593,6692,892,1204,283,5365,528,850 Sweden
1,620,2991,940,4722,130,5472,201,595 United Kingdom
11,251,66814,441,83216,753,77718,017,768 European Union (27
countries) 35,867,06157,509,21976,765,96991,506,917
Slide 36
- 36 - Forecasting exercise Impact on the market Impact on
assistive ICT usage 2010201220142016 Austria
190,851290,154382,332455,228 Belgium 369,381531,903667,684771,639
Bulgaria 78,453152,714248,568342,421 Cyprus 8,46816,92626,89536,551
Czech Republic 252,289407,468566,290696,103 Denmark
295,624364,102411,048430,854 Estonia 45,84867,44387,161102,350
Finland 362,718462,167541,256586,863 France
2,167,8353,205,2644,208,8105,044,366 Germany
2,325,1843,267,4803,996,7604,501,950 Greece
72,328141,340243,884359,751 Hungary 135,194228,695334,635428,676
Ireland 76,101125,922175,088216,649 Italy
390,761856,1841,430,8782,000,529 Latvia 46,38774,184100,768122,416
Lithuania 32,04258,82587,257113,015 Luxembourg
17,44322,01225,51727,475 Malta 5,4949,49513,73117,292 Netherlands
1,155,8141,366,4031,484,8891,522,738 Poland
628,0231,076,8881,559,9951,984,573 Portugal
153,719298,260472,124635,136 Romania 71,830168,718308,787469,512
Slovakia 81,388121,150161,358196,278 Slovenia
45,33574,182103,983129,128 Spain 541,847983,3211,456,4021,879,809
Sweden 550,902659,761724,386748,542 United Kingdom
3,825,5674,910,2235,696,2846,126,041 European Union (27 countries)
12,194,80119,553,13426,100,42931,112,352
Slide 37
- 37 - Forecasting exercise Impact on the market Estimates are
based on assumptions and are projected in accordance with the
S-curve of the Netherlands Actual internet take-up developments
depend on many exogenous factors, such as general development of
internet connections (infrastructure), digital literacy, etc. Yet,
this analysis shows the expected direction, although country
specifics should be taken into account This also shows that
currently there is a large unexploited market potential
Slide 38
- 38 - Conclusions The impact of the role of government Public
procurement: Can reduce cost (e.g. volume contracts) But leads to
competition FOR the market not IN the market: i.e. market
distortion Result: a heterogeneous EU Market (mainly local
markets), limited economies of scale for producers, limits
incentives for R&D and investment Information provision:
Training of professionals in the SDM is essential End-user should
be aware and well informed Funding: Uneven across MS, as well as
prices paid by the SDM
Slide 39
- 39 - Conclusions Function vs Form Away from positive lists of
eligible products Keeping positive lists up-to-date is cumbersome
or simply not happening (e.g. IT) It can take a lot of time for new
products to become eligible towards a function based approach (with
possibly a negative list) A function based approach opens up
opportunities for new products, innovation A function based
approach enables choice and user empowerment
Slide 40
- 40 - Conclusions Towards a Consumer Oriented Model Empower
people with a disability: decision makers Encourage interaction
between companies and end- users: closer customer relationships,
more information aimed at people with a disability (direct
marketing, try-out sessions) Scope for reduced prices (e.g. SE)
Mentality change: SDM becomes principally advisor and funding
provider Single access points, across life environments
Slide 41
- 41 - Conclusions Demand Information provision: essential for
professionals and end-users, the internet offers important
opportunities (e-Commerce, product reviews, etc) Empowerment: more
focus on desirable products (less stigma) Training: also essential
for both end-users and professionals Maintenance, upgrades: clear
rules are needed
Slide 42
- 42 - Conclusions Supply Market fragmentation: mostly local
markets, small companies Lack of transparency Distributors are
essential today for local market access Long supply chains: high
prices Focus on SDM reduces consumer orientation More consumer
orientation opens possibilities for: easier market access more
competition lower prices potentially better after sales services
e-Commerce more information aimed at the end-user increased
economies of scale and incentives to invest and conduct R&D
mainstreaming: accessible mainstream solutions become attractive
alternatives, incentives for Design for All
Slide 43
- 43 - Conclusions Data availability There is a general lack of
statistics People with a disability: wide divergence due to
different applied definitions across MS, lack of cross-country
comparable data Use of ICT and assistive ICT: only ad-hoc national
measurements Supply of assistive ICT: definition of assistive ICT:
ISO 9999 Cat 2? EU NACE has no classification for A-ICT, resulting
in lack of data DemandSupply Demographics -> uptake Prevalence
of disability Work, Education, Independent Living: nr of PWD
(un)emplyment rate, supported employment nr of PWD in
mainstream/special education, educational attainment nr. of PWD
living independently Uptake of Information and Communication
Technology by PWD(only available in some countries) Uptake of
Assistive ICT by PWD Expenditure (public and private)-not available
at the granular level of assistive ICT Market information ->
market structure Nr of companies Market share (e.g. sales /
turneover) Pricing and profitability Level of competition
Distribution channels
Slide 44
- 44 - Recommendations Shaping a more competitive and better
functioning market for assistive ICT Improve the availability of
data: common and consistent definition and measurement of people
with a disability and their use of ICT and assistive devices need
for granular data on MS expenditure need for an extensive survey at
an EU level a common taxonomy of assistive ICT Fine-tune the role
of government: consumer oriented, empower the end-user, freedom of
choice provision of independent information and advice a common
functional list for Europe establish single access points
Slide 45
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