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

19. Executing the Mission
Organizing technology conferences
Outreach to the technology industry & legislators

20. Executing the Mission
Conducting research & creating case studies
AT&T
Web Accessibility e-Accessibility
Accessibility &
for Business Cost Analysis
Sustainability
Mobile Phone CRPD Progress e-Accessibility
Accessibility Report Policy Handbook

21. Accessibility Policy

22. Convention on the Rights of
Persons with Disabilities

24. 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

25. 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

26. 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

27. Industry Best Practices

28. 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

29. Accessibility Innovation &
Sustainability

30. 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

31. 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

32. LUCY Digital Inclusion

33. 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

34. Honorable Mention

35. Apple Accessibility
App Development Principles
① Delightful
② Innovative
③ State of the art
④ Connected
⑤ Accessible
⑥ Localized
⑦ Designed
⑧ Disruptive

36. Apple Accessibility
App Development Principles
① Delightful
② Innovative
③ State of the art
④ Connected
⑤ Accessible
⑥ Localized
⑦ Designed
⑧ Disruptive

37. Recommendations

38. PIE .S.
. .
• 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.

39. Susccess Factors
P artner
I ntegrate
Embed

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

41. 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

42. 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

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

44. 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

45. 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

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

47. "Nothing about us without us"

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

49. 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

50. Industry Value Chain

51. Industry Value Chain

52. Industry Value Chain

53. 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

54. U.D.
Encompasses
accessibility
principles

55. U.D.

56. Universal Design

57. 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

58. 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

59. Universal Design UD Goals
Goal one Body fit
Accommodating a wide range of body sizes and abilities
Goal two Comfort
Keeping demands within desirable limits of body function and perception
Goal three Awareness
Insuring that critical information for use is easily perceived
Goal four Understanding
Making methods of operation and use intuitive, clear and unambiguous
Goal five Social integration
Treating all groups with dignity and respect
Goal six Personalization
Incorporating opportunities for choice and the expression of individual
preferences
Goal seven Appropriateness
Respecting and reinforcing cultural values and the social and environmental
context of any design project

60. 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.

61. Economics of Disability

62. 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

63. 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%

64. 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

65. 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

66. Purchasing Power
Travel 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

67. Chinese Disabled
VS.
Market Market
1 billion consumers 1 billion consumers
Required to enter Chinese partnership Dispersed geographic locations
Risk to intellectual property Research providing blueprint to
Uncertainty in how to serve Chinese serving consumer needs
consumers Substantial buying power: $4T

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

69. 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

70. Contact info.
Derek Mitchell
dlmitchell3001@gmail.com
www.linkedin.com/in/dereklmitchell
Removing barriers to create an inclusive and
accessible society for all