Introduction to International Association for Universal

V Kunio Tsutatani (Manuscript received October 13, 2004)

In , many products incorporating Universal Design (UD) have recently been marketed and successes with such products have been increasing. In December 2002, the International Conference for Universal Design in Japan 2002 was held in Japan, this being the first conference on UD to be held in our country. Based on ideas pro- posed at this conference and the conclusions drawn, the International Association for Universal Design (IAUD) was inaugurated in November 2003. Membership of the IAUD is not limited to manufacturing industries. Its many members span all representative Japanese industries, from the distribution industry to the service industry. The IAUD will not just concern itself with educational programs related to UD and the promotion of UD, it is hoped that it will be an influential proactive organization that addresses complex UD problems that could not be solved by individual companies or industries, through cooperation between industry, government, and academia. This paper describes the history of the establishment of the IAUD, outlines its activities and reports on Designing for the 21st Century III, a recently held international conference on UD. Also, this paper looks at Fujitsu’s involvement in the IAUD, the impact of the IAUD on business and its role in the creation of new business opportunities and gives an outlook for future activities.

1. Introduction projects that cross industry and business bound- There had been tremendous activity in in- aries with the aim of creating attractive products dustry with many attempts being made to apply and services. It has been roughly a year since UD in products. Then, on 28 November 2003, the member companies formerly began working on the International Association for Universal Design IAUD projects. At the beginning, 109 companies (IAUD) was inaugurated with the objectives of were members of the IAUD and this had grown to reviving the Japanese economy from its protract- 135 companies as of October 2004. In April 2004, ed slump and contributing to the development of the IAUD’s seven committees started operating an enduring social framework by achieving the on a full scale, their responsibilities including further penetration of UD. Since its inaugura- theme studies, business development and dissem- tion, the IAUD has been engaged in activities to ination of results. raise UD to a higher through the sharing of Fujitsu has not been an ordinary member of information among industry, government and the IAUD by any means. We played a major role academia on the basis of ideas proposed and in its inauguration and have been actively partic- conclusions reached at the International Confer- ipating in its operation. Mr. Yamamoto, Chairman ence for Universal Design in Japan 2002. In order Emeritus of Fujitsu, serves as its chairperson, and to realize a world that is really comfortable to live Fujitsu staff are members of the IAUD’s Council, in for everyone, the IAUD is pursuing lateral Board of Directors and other committees.

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The author also participated in the establish- establishment of the IAUD. ment of the IAUD and is currently a member of its Information Committee. In this 3. Inauguration of IAUD paper, we will review the activities of the IAUD The IAUD’s inauguration ceremony was held since it was established and its current activities on 28 November 2003. and report on the international UD conference A total of 325 people attended, including 57 “Designing for the 21st Century III.” In the final members of the press. There was first a speech section, we will consider the role of the IAUD in by His Imperial Highness Prince Tomohito, industry and Fujitsu’s involvement in it.1)-4) Patron of the IAUD. Several examples of the use of the UD concept in products over the years were given, one of them equipment developed by a ski 2. International Conference for manufacturer enabling anyone to ski like a nor- Universal Design in Japan mal person. This provided an opportunity to think 2002 set stage for IAUD about the direction that the IAUD should go in We would first like to describe the International the future and made everyone enthusiastic about Conference for Universal Design in Japan 2002 its future activities. After the inauguration cere- and what it resulted in since this conference set mony, there was a party at which Mr. Nakagawa, the stage for the inauguration of the IAUD. Minister of Economy, Trade and Industry and The conference was Japan’s first international Mr. Nishimuro, Vice Chairman of Japanese meeting on the theme of UD and was held at Paci- Federation of Economic Organizations, made fico Yokohama from November 30 to December 4, congratulatory speeches in which they spoke about 2002. It followed the international conferences the expectations on UD to be driving force in on UD held in the United States in 1998 and 2000. Japanese industry and the role of the public and It was held at the instigation of five who private sectors in its promotion. Many attendees had taken part in the conferences in the US as expressed their confidence in the future direction well as through the good offices of His Imperial of IAUD activities. Executives of member compa- Highness Prince Tomohito. Participants were nies had a prominent presence at the party, and private sector companies and design-related many of them showed a strong desire to promote organizations, and receiving the support of UD. Speeches by an advisor to the IAUD on cre- central and regional governments, public design ating overseas networks and representatives of and UD-related organizations, universities and educational institutions and UD organizations other educational institutions, the conference also expressed high expectations for the IAUD. achieved its goal of collaboration among industry, In the exhibition area set up at the party venue government and academia. were panels showing how 34 companies were re- A total of 693 persons from 20 countries sponding to the challenge of UD, and 17 companies registered for the conference, among them 87 from had exhibited products based on UD. This also outside Japan, and 750 people attended the let one feel the enthusiasm of the participants for public symposiums. The exhibition area had 3200 UD. visitors. The conference had 29 major corporate sponsors and was supported by another 4 4. Concept of IAUD activities companies, which contributed greatly to its In the following, we will explain the concept success. It achieved a common of of the IAUD’s activities for realizing the further universal design among its participants, and it expansion of UD. Looking at the membership list was this that provided the impetus for the of the IAUD, one can see that its members come

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from a wide range of representative Japanese in- Directors, which conducts IAUD business under dustries, encompassing not only the electrical the direction of the Patron and President, the equipment, automobile, housing and IT equipment Council which approves business plans and manufacturing industries but also the distribu- budgets proposed by the Board of Directors and tion and service industries. The basis of its the seven committees, two of them the Theme activities is the promotion of UD from a broad and Study Committee and the Project Development integrated perspective under which all of these Committee, which promote IAUD projects under industries share information and participate in the direction of the Board of Directors. the achievement of UD and its evaluation through theme research, business development activities 6. Overview of IAUD activities and dissemination of information. The concept of In the following, we will look at the activi- UD will be stressed in all of this and major em- ties of the seven committees which promote the phasis placed on dialogues with the consumers, a business of the IAUD. Brief descriptions of the key element in developing UD, in order to enhance committees and their activities are given below. the activities towards its expansion and make 1) Theme Study Committee them highly effective. The Theme Study Committee consists of the Seminar Planning Working Group, Concept Study 5. Organizational structure of Working Group and Standardization Study Work- IAUD ing Group. Their major activity is holding study The organizational structure of the IAUD is meetings whose aim is the realization of “dia- shown in Figure 1. It consists of the Board of logues with consumers,” the foundation of the

Patron Theme Study Committee ■Seminar planning WG President ■Concept Study WG ■Standardization Study WG

Adviser of the Council Project Development Committee

■Living Project Council ■Mobile Space Project ■Working Environment Project ■UD Projects for Leisure Time

Inspector Board of Directors Public Relations Committee

■Web Planning WG ■Annual Report Planning WG

IAUD Award Planning Committee Secretariat Event Planning Committee

■Planning WG for the First Exhibition ■Planning WG for the Second International Conference

International Relations Committee

Information Accessibility Committee

Figure 1 Organization of International Association for Universal Design.

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IAUD’s activities. bers through the use of overseas consulting 2) Project Development Committee services and aiding their participation in Taking full advantage of the multifarious international congresses. industries and businesses IAUD members come 7) Information Accessibility Committee from, the committee promotes joint development The major activity of the Information Acces- projects and business model research among sibility Committee is the provision of information IAUD members in order to provide a strong on IAUD related events to all IAUD members on foundation for the creation of new business an equal basis. opportunities. The committee is currently en- The committee is currently evaluating can- gaged in four projects — UD for Living Spaces, didate venues in this respect for the International UD for Mobile Spaces, UD for the Working UD Conference to be held in 2006 and is drawing Environment and UD for Leisure — under the up guidelines for information accessibility at concept of “A Convenient and Carefree Life.” events. 3) Public Relations Committee The Public Relations Committee is responsi- 7. IAUD’s external activities and ble for making announcements concerning the events results of IAUD activities and making people In addition to its committee and other activ- aware of the IAUD’s value to society. Some of the ities that are limited to members, the IAUD also tools used for this purpose are pamphlets intro- organizes activities for the dissemination of ducing the IAUD, Websites, annual reports and information to the general public through public IAUD bulletins. seminars and so forth. The following gives 4) IAUD Award Planning Committee details of a past external activity of the IAUD and With a view to establishing an awards sys- activities planned for the future: tem for UD, the committee is currently drawing 1) Public seminar to mark the inauguration of up basic evaluation standards and conducting the IAUD surveys for the purpose of establishing an evalu- To celebrate the inauguration of the IAUD, a ation and certification system. public seminar was held at Nissan Motor Co., Ltd 5) Event Planning Committee on December 6, 2003 according to the following The Event Planning Committee organizes program. events with the objective of furthering under- • Commemorative address: Roger Coleman standing of UD and its applications, which (Co-director of Helen Hamlyn Research Cen- consists mainly of meetings to present the results ter, Royal College of Art, UK) of IAUD activities. Currently, principal activities • Panel discussion are those of the 1st Exhibition Working Group and • Exhibition: member company panels and the 2nd International UD Conference Working product exhibits Group, which is organizing the 2nd International 2) Events planned for the future Conference to be held in Japan in 2006. The following events are planned for the 6) International Relations Committee future: The activities of this committee consist of •Meetings to present results of IAUD activi- international networks for the worldwide ties dissemination of information on Japanese UD, Annual meetings to present the results of focusing on the development of opportunities and IAUD activities will be held at the end of each human contacts for this purpose. It also provides fiscal year (March). support for the overseas activities of IAUD mem- • International Conference for Universal

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Design in Japan 2006 (tentative name) of Japanese corporate members described how The first International Conference for they had tackled UD from the three aspects of peo- Universal Design held in Japan in 2002 provided ple, development process and product. Fujitsu the impetus for the establishment of the IAUD. made a presentation on its activities in the area The second International Conference for of . At the end of the session, Universal Design will be held in Kyoto, Japan in details of the international conference to be held October 2006. in Kyoto in 2006 were announced. 3) Exhibition Corner 8. Recent UD international An exhibition corner was set up within the conference — “Designing for conference venue. In it were the IAUD booth, the 21st Century III” which described the IAUD’s activities, and the The following describes “Designing for the booths of nine member companies, which dis- 21st Century III,” an international UD conference played UD products and displays featuring their recently held with the objective of enhancing un- activities towards UD. The Web accessibility tools derstanding of UD as a means of achieving social mentioned in Fujitsu’s presentation in the IAUD equality on an international level. session were also on display. Other UD organiza- Sponsored by Adaptive Environments Cen- tions also had booths, among them AE, but few ter (AE), a US organization promoting UD, the gave concrete details of products applying UD. congress was held in Rio De Janeiro, Brazil from Reflecting the content of the presentations in the 7 to 11 December 2004. This was the third such IAUD session, the displays of the IAUD booth congress sponsored by AE, the other two having described trends in the development of UD in been held in 1998 and 2000, and attendance was Japan and were very distinctive (Figure 2). 425. 4) Ron Mace Award 1) Opening ceremony During the congress, Ron Mace “Designing The opening ceremony was held on 9 Decem- for the 21st Century” awards, which recognize ber following the Pre-conference, which took place special achievement in UD, were given for the on 7 and 8 December. At the ceremony, Mr. Toda, second time. The first time was at the UD confer- Chairman of the IAUD Council, delivered a mes- ence in 2000. At the conference in Rio de Janeiro, sage from Prince Tomohito, Patron of the IAUD, 20 awards were made for UD-related projects from and it was simultaneously interpreted into 9 countries, some of them going to IAUD projects. English, Portuguese and Spanish. It was also con- This attested to the appeal of the products and veyed in sign language in English, Portuguese and Spanish. 2) IAUD Session The IAUD session took place on the after- noon of 10 December. Mr. Toda delivered the keynote speech, and there were presentations by seven persons from six IAUD member companies. In the keynote speech, Mr. Toda said that concepts for the development of products in Japan in olden times had much in common with UD and went on to explain the significance of the process by which the IAUD was established and present IAUD Figure 2 activities. The seven people presenting on behalf Exhibition corner at Designing for the 21st Century III.

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services resulting from UD projects in Japan, operations since then. As examples, we can give which were described during the IAUD session the appointment of Mr. Yamamoto, Fujitsu’s and by the exhibits. However, it also showed that Chairman Emeritus, as the IAUD Chairman, the role of the IAUD as a major driving force be- that of Mr. Nagano, our Corporate Vice President, hind such activities was highly evaluated in the as the IAUD Council member and that of Mr. Kato, international arena. General Manager of Fujitsu’s Design Center, as an Executive. Also, Fujitsu staff are currently 9. Role of IAUD and Fujitsu’s members of three of its committees. involvement Fujitsu has been responding to the challenge In this section, we will consider the role that of UD in various ways. This is illustrated by the the IAUD can play in the further expansion of UD examples given in this paper as well as the and the contribution that this can make to “Fujitsu Web Accessibility Guidelines” and other society. We will also look at Fujitsu’s involvement. activities for the dissemination of information, In addition to providing education on UD and pro- promotion of education and training programs on moting its use, the IAUD is also expected to be a UD in Fujitsu group companies and improvement driving force for concrete UD-related project of working environments. We will continue con- development and joint research projects. There tributing to the management of the IAUD and the are particularly great possibilities for the IAUD activities of its committees and will actively re- to help create new business through lateral flect the results of the IAUD activities in Fujitsu development projects that are not limited to products and services with the aim of enriching particular industries or businesses. The develop- the lives of as many people as possible. ment of products incorporating UD necessitates structures under which standards are uniform 10. Conclusion among unrelated business areas and a wide range In this paper, we have touched on the inau- of users are targeted. In most cases, therefore, guration of the IAUD, the concept of its activities, the many issues that arise cannot be resolved by its current activities and those planned for the a single company or industry, or even by the future, as well as Fujitsu’s involvement in all of private sector alone. In this regard, the IAUD is this. It is just over a year since the IAUD was actively liaising with specialist advisors as well inaugurated but its organization and the struc- as UD-related government agencies, local ture for its activities are still incomplete. Great governments and UD-related organizations. Such efforts will be needed in the times to come if we cooperation among industry, government and are to see them manifest their true worth, and in academia is expected to help solve difficult prob- this respect many of its corporate, organizational lems that have been faced in UD up till now, and and individual members are contributing to the their solution should serve to revive Japanese development of the IAUD in earnest. industry from a long period of hollowing out. This As a leading company in the IT industry, will provide the impetus for the creation of a new Fujitsu will strongly support IAUD activities, paradigm, which will not only make great contri- and through the development of products and butions to society but also unlock possibilities for services, the company will pursue the further making people’s lives richer and more enjoyable. expansion of UD. However, Fujitsu does not see As mentioned at the beginning, Fujitsu has UD just as a resource that will greatly benefit its made a tremendous contribution to the IAUD business, we also think of it as something that from the time of the International Conference will help us to achieve our goal of being a for UD in 2002, both in its establishment and “sustainable company.”

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Kunio Tsutatani received the B.S. and References M.S. degrees in from 1) International Conference for Universal Design in Chiba University, Chiba, Japan in 1978 Japan 2002 Executive Committee: International and 1980, respectively. He joined Conference for Universal Design in Japan 2002 Fujitsu Limited, Tokyo, Japan in 1980, final report. March 2003. where he has been engaged in adver- 2) International Association for Universal Design tising and corporate identification. In Public Relations Committee: the bulletin of IAUD. 1999, he moved to the Design Center, Kawasaki, Japan, and since then he has March 2004. been engaged in design solutions 3) International Conference for Universal Design in for customers, encouraging universal Japan 2002 official site. design and promoting activities in the Design Center. He is the http://www.iaud.net/ud2002/en/ chairperson of the Information Accessibility Committee of IAUD 4) International Association for Universal Design of- (International Association for Universal Design) and a member ficial site. of the Japanese Society for the Science of Design. http://www.iaud.net/en/index.html

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