Design for Inclusion: Creating a New Marketplace Industry White Paper National Council on Disability October 28, 2004 National Council on Disability 1331 F Street, NW, Suite 850 Washington, DC 20004 Design for Inclusion: Creating a New Marketplace—Industry White Paper This report is also available in alternative formats and on NCD’s award-winning Web site (www.ncd.gov). Publication date: October 28, 2004 202-272-2004 Voice 202-272-2074 TTY 202-272-2022 Fax Notes: The views contained in this report do not necessarily represent those of the Administration as this and all NCD documents are not subject to the A-19 Executive Branch review process. Please note that reference herein to any specific commercial product, process, or service by trade name, trademark, manufacturer, or otherwise does not constitute or imply its endorsement by the National Council on Disability. National Council on Disability Members and Staff Members Lex Frieden, Chairperson, Texas Patricia Pound, First Vice Chairperson, Texas Glenn Anderson, Ph.D., Second Vice Chairperson, Arkansas Milton Aponte, J.D., Florida Robert R. Davila, Ph.D., New York Barbara Gillcrist, New Mexico Graham Hill, Virginia Joel I. Kahn, Ph.D., Ohio Young Woo Kang, Ph.D., Indiana Kathleen Martinez, California Carol Novak, Florida Anne M. Rader, New York Marco Rodriguez, California David Wenzel, Pennsylvania Linda Wetters, Ohio Staff Ethel D. Briggs, Executive Director Jeffrey T. Rosen, General Counsel and Director of Policy Mark S. Quigley, Director of Communications Allan W. Holland, Chief Financial Officer Julie Carroll, Attorney Advisor Joan M. Durocher, Attorney Advisor Martin Gould, Ed.D., Senior Research Specialist Geraldine Drake Hawkins, Ph.D., Program Analyst Pamela O’Leary, Interpreter Brenda Bratton, Executive Assistant Stacey S. Brown, Staff Assistant Carla Nelson, Office Automation Clerk 1 2 Acknowledgments The National Council on Disability (NCD) wishes to express its appreciation to W. Bradley Fain of Georgia Tech Research Institute (GTRI), who was the principal investigator for this project. Researchers in GTRI’s Electronic Systems Laboratory performed the work documented in this report. NCD acknowledges the contributions of Steve Jacobs of the Ideal Group, who performed the market definition and research for this report. NCD also acknowledges the participation of the industry partners that supported the industry study portion of this research. The industry partners provided invaluable insight into the impact of Section 508 on business and the barriers and facilitators relating to the adoption of universal design principles. NCD also acknowledges the donation of equipment and services utilized during the user study portion of the research. The following companies provided products and services, at no cost to the project, for user testing: HP, Nokia, and SENCORE Electronic Test Equipment. NCD would also like to acknowledge the efforts of Gerry Field, WGBH Boston, for providing a closed caption test stream used in user testing. 3 4 Contents National Council on Disability Members and Staff........................................................................ 1 Members.................................................................................................................. 1 Staff ......................................................................................................................... 1 Acknowledgments........................................................................................................................... 3 I. Executive Summary..................................................................................................................... 7 Important Findings and Recommendations..................................................................................... 8 II. Market Definition and Research............................................................................................... 15 Definition of the Market Environment.......................................................................................... 16 Customer Analysis ........................................................................................................................ 39 Analysis of the International Market............................................................................................. 47 China (China, 2003) .............................................................................................. 49 India (India, 2004)................................................................................................. 57 Russia (Russia, 2004)............................................................................................ 63 Mexico (Mexico, 2004)......................................................................................... 66 Baja California ...................................................................................................... 67 Guadalajara............................................................................................................ 68 Turkey (Turkey, 2004) .......................................................................................... 73 Analysis of Market Trends............................................................................................................ 76 III. Industry Study ......................................................................................................................... 97 Analysis of Facilitators and Barriers to Accessible Design .......................................................... 97 Industry Study Data Collection Methodology ............................................................................ 106 Analysis of Industry Data: Factors Influencing Adoption of UD Practices................................ 108 Analysis of the Industry Study Findings..................................................................................... 122 List of Acronyms and Abbreviations .......................................................................................... 139 Bibliography................................................................................................................................ 143 5 LIST OF TABLES Table 1: China’s Information Technology Market ....................................................................... 52 Table 2: China’s Telecommunication Equipment Market ............................................................ 55 Table 3: China’s Packaged Software Import and Export Market ................................................. 57 Table 4: Other Promising Telecommunication Equipment Sub-Sectors ...................................... 59 Table 5: Total Combined Market for Telecommunications Equipment in India.......................... 59 Table 6: Computers and Peripherals in India................................................................................ 61 Table 7: Information Technology in India .................................................................................... 63 Table 8: Russia’s Telecommunications Equipment Market ......................................................... 65 Table 9: Computers, Peripherals, and Software in Russia ............................................................ 66 Table 10: Electronic Components Imported from the U.S. in 2002 (US$ millions)..................... 69 Table 11: Electronic Components Imported from the U.S. to Mexico in 2002 ............................ 69 Table 12: Mexican Internet and E-Commerce Revenues.............................................................. 73 Table 13: Mexican Computers ...................................................................................................... 73 Table 14: Market Size Estimate for the Turkish Telecommunications Services Sector............... 74 Table 15: Market Size Estimate for the Turkish Telecommunications Equipment Sector........... 75 Table 16: Turkey’s Information Technology Market ................................................................... 76 6 Executive Summary Designing with access in mind can significantly increase the size of targeted markets for electronic and information technology (E&IT). Good business practice dictates that designers and engineers avoid unintentionally excluding large populations of consumers from accessing and using the E&IT they develop and manufacture. People with disabilities are at the highest risk of exclusion. Other consumer groups are also at risk. They are— • Individuals 65+ years old • Consumers living in low-bandwidth information infrastructures • People who never learned to read • Users of English as a Second Language (ESL) • Tourists and people living in multilingual societies • Consumers living in high-density populations Designing with access in mind can be accomplished through universal design (UD). Universal design is a process to ensure that E&IT is inclusive, accessible, and usable by everyone, including people with disabilities. Accessible design is a step forward when developing E&IT products, but it tends to lead to technologies that will be used separately, or in addition to, the main E&IT product, which diminishes the effectiveness of designing for all. Incorporating UD processes when developing E&IT is one solution to accommodating people with disabilities that also improves the usability of the products for the rest of the population. The National Council on Disability (NCD) undertook this research to understand the market for universally designed mainstream consumer products and