1. enable United Nations
International Day of Persons
with Disabilities
December 3, 2012
Removing barriers to create an inclusive and
accessible society for all

2. Best Practices for Providing Accessibility
in the Mobile Device Industry
Derek Mitchell
Graduate Thesis Project

3. What is accessibility?

4. What is accessibility?
Categories Accessibility Principles
① Fully accessible ① Perceive it
② Partially accessible ② Understand it
③ Completely inaccessible ③ Operate it
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.

5. What is a disability?
Medical Model Social Model
VS.
Traditional model links New model links disability
disability to medical to level of interaction with
condition limiting activity environment

6. 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.

7. Types of Mobile
Technology & Devices

8. Convert
ib le laptop
s
Ultrabooks

9. Cloud computing applications

10. T
a
b
l
e
t
s
a r tp hones
Sm

11. Digital Divide

12. Close the divide
Technology + disabled user alignment = Accessibility

13. A Flagship Advocacy Initiative of the United
Nations Global Alliance of ICT and Development

14. lobal
Initiative
For
Inclusive
Information
ommunication
echnologies

16. Disability Demographics
ONE BILLION LIVE WITH LIFE ALTERING DISABILITIES
1 in 5 have a disability
19 percent of the 2.2 million increase
population since 2005
56.7 million persons with
disabilities in the U.S.

17. Disability Demographics
ONE BILLION LIVE WITH LIFE ALTERING DISABILITIES
1 in 5 have a disability
① Vision
2.2 million increase
since 2005 ② Hearing
③ Mobility
19 percent of the
population ④ Speech
⑤ Cognitive
56.7 million persons with
disabilities in the U.S.

18. The Mission
① Raise awareness
② Facilitate the
sharing of solutions
and good practices
③ Foster
harmonization and
standardization
④ Support policy
makers

19. Accessibility Policy

20. Convention on the Rights of
Persons with Disabilities

22. Adopted:
First human
Accessibility
UN General
rights treaty
Assembly information and communications technologies
of 21st
2006
century
Signed:
Most
154 opening
signatories
in UN
Ratified: history
124

23. FCC Telecommunications Act
Signed into law in 1996
Established rules to make electronics accessible to
the disabled
Section 255
Covers all hardware and software telephone
network equipment including wireless
phones and other mobile devices

24. 21st Century Communications
and Video Accessibility Act
Signed into law in 2012
Updated federal law regarding mobile devices
Communications Access Video Programming
Advanced communications Video accessibility
required to be accessible requirements expanded to
mobile devices web devices with screens 13
browsers required to be inches or smaller
accessible

25. Industry Best Practices

26. Thesis Approach
Company Analysis
Analyzed four technology,
telecommunications & tech-related
companies
Identified commonalities in providing
accessible products and services
Objective
Develop standard guidelines using identified
commonalities as a basis

27. Accessibility Innovation &
Sustainability

28. Accessibility Innovation &
Sustainability
User-centered approach
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

29. Universal Design
Universal 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

30. LUCY Digital Inclusion

31. Design for All
Accessibility Vision
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
Design for All Strategy
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

32. Recommendations

33. Research of technology and telecommunications companies
producing mobile technology or providing service and support
revealed a recurring pattern.
PIE .S.
. .
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.

34. Susccess Factors
P artner
I ntegrate
Embed

35. Proposed Accessibility
Guidelines
① Internal or external audit of accessibility initiatives

36. Executive
Leadership
Product
R&D Development Strategy Marketing Operations Accounting
Management Management Management Management
Supply Customer
Chain IT Service
Distribution HR
Employees Employees Employees Employees Employees

37. Executive
Leadership
Product
R&D Development Strategy Marketing Operations Accounting
Management Management Management Management
Supply Customer
Chain IT Service
Distribution HR
Employees Employees Employees Employees Employees

38. Proposed Accessibility
Guidelines
① Internal or external audit of accessibility initiatives
② Embed accessibility in company culture

39. Executive
Leadership
Product
R&D Development Strategy Marketing Operations Accounting
Management Management Management Management
Supply Customer
Chain IT Service
Distribution HR
Employees Employees Employees Employees Employees

40. Executive
Leadership
Product
R&D Development Strategy Marketing Operations Accounting
Management Management Management Management
Supply Customer
Chain IT Service
Distribution HR
Employees Employees Employees Employees Employees

41. Proposed Accessibility
Guidelines
① Internal or external audit of accessibility initiatives
② Embed accessibility in company culture
③ Engaging disabled community

42. "Nothing about us without us"

43. ICT Organizations Gov't & Int'l Institutions
Technology
Industry

44. 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

45. Industry Value Chain

46. Industry Value Chain

47. Industry Value Chain

48. 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

49. U.D.

50. U.D.

51. Universal Design

52. Universal Design
UD Principles Accessibility Principles
Equitable use Utility
Flexibility in use Usability
Simple and Intuitive Accessibility
Perceptible Information
VS. Desirability
Tolerance for Error Affordability
Low Physical Effort Viability
Size and Space for Use Compatibility

53. Universal Design UD Principles
• Principle one Equitable use
useful and marketable to people with diverse abilities
• Principle two Flexibility in use
accommodates a wide range of individual preferences and abilities
• Principle three Simple and Intuitive
easy to understand, regardless of the user’s experience, knowledge, language skills, or
current concentration level
• Principle four Perceptible Information
communicates necessary information effectively to the user, regardless of ambient
conditions or the user’s sensory abilities
• Principle five Tolerance for Error
minimizes hazards and the adverse consequences of accidental or unintended
actions
• Principle six Low Physical Effort
can be used efficiently and comfortably and with a minimum of fatigue
• Principle seven Size and Space for Use
Appropriate size and space is provided for approach, reach, manipulation, and use
regardless of user’s body size, posture, or mobility

54. Universal Design
Orange Market Research
More 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
Goal of Universal Design
Creating fully accessible technology for persons with disabilities and
aging adults in order to create a more accessible world.

55. Economics of Disability

56. Purchasing Power
Estimated Disabled Population Income
Disability Disability 50 and Over 50 and Over
Disability Disability
Disposable Discretionary Discretionary Actual Global
Income Categories
Income Income Income Spending
Severe:
$1,577
Based on Non-severe:
$2,402
average Communicative
monthly $2,838
Physical:
income: $1,998
$1,961 Mental:
$1,619
$1.3T $247B $175B ------ $150B $400B $4.1T
Source: US Census Bureau; The Global Economics of Disability

57. Purchasing Power
1 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 & Ethnicity
Disabled Black Americans: 19.8%
Disabled Hispanics: 13.8%
Disabled Whites: 19%
Disabled Asian/Pacific islanders: 11.5%

58. Purchasing Power
Return 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

59. 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

60. D igital O pportunity I ndex
Source: International Index measures
Telecommunication Union Infrastructure technology penetration
and digital infrastructure
Indicators: Opportunity
Utilization

61. Convention on the Rights of
Persons with Disabilities
Source: UN Enable
Signed Convention & Ratified Convention &
155 Signed Convention 90 Protocol
126 Ratified Convention 76 Protocol

62. Thank you
Contact info.
Derek Mitchell
dlmitchell3001@gmail.com
www.linkedin.com/in/dereklmitchell