Internal Market for Inclusive and Assistive ICT_Sebastiaan van der Peijl_Deloitte

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Presentation about Internat Market for Inclusive and Assistive ICT by Sebastiaan van der Peijl (Deloitte). …

Presentation about Internat Market for Inclusive and Assistive ICT by Sebastiaan van der Peijl (Deloitte).
ATIS4all First Workshop, 14th and 15th March, 2011. Madrid.

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  • DK, close to 70% = gov agencies are buyers (survey 2009)
  • SE: Frittval: User empowerment: Better informed, better choicesFunction vs. formStimulating the market: Closer relations with the customerBundling: services and extra featuresPrice reductionAt no additional costPotential for: more user focus, better information provision, more competition.DE: Personal budgetPublic agencies: Fear of loosing control over: the system, the quality, type of fundable devicesHigher administrative costsNon-standardised admin procedure and faulty individual target agreements Stimulating the market: new user group expected to emerge, more competition and innovation
  • More supply push growth will move the market forward (manufacturers producing new products) but no barrier and rigidity will be removed. SDMs can choose between more options but are still the main decision makers.A demand pull scenario is user centricity. Once users are informed and endowed with freedom of choice, they will automatically become the interlocutors of companies, as they will be the final decision makers.
  • 9,86 million people -> 31 million
  • Single access points (Deloitte 2003)


    Sebastiaan van der Peijl
    Madrid, 14 March 2011
  • 2. Contents
    Aims and objectives
    EU policy context
    Mainfindings of the study
  • 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?”
    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.
  • 4. Scope
    Education & Training
    9 Member States: ES, DE, DK, FR, IT, LV, NL, SE, UK
    Assistive ICT:
    Assistive ICT
    Accessible ICT
    Embedded Assistive ICT
    Independent Living
  • 5. Approach
    Extensive desk research
    MS and EU level interviews
    Case Studies
  • 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
  • 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
  • 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
  • 9. Provision of assistive ICT in the EU The market for assistive ICT
    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.
    Disability organisations
    (e.g. associations, charities, NGOs, etc)
    Source: Robotiker–Tecnalia, 2009
  • 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
  • 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
  • 12. Provision of assistive ICT in the EUA 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
  • 13. Provision of assistive ICT in the EUA complex reality…
    The market structure for Assistive ICT can be characterisedby‘supply push’: companiescompete to get in the SDM system, lowerattention to end-users
    Somekeydimensionsemerged and wereaddressedthrough case studies
    People with a disability
    Manufacturers / Distributors of Assistive ICT
    Service Delivery Models
    Supply push
  • 14. Provision of assistive ICT in the EUImportant 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
  • 15. Provision of assistive ICT in the EUMain findings
    Demand: End-userperspective
    Service Delivery Models
    High efforts to getaccess to funding and the right solutions
    Lack of information / independent advice
    Different actors in the life environments
    Difficultieswith overlap in different life environments
    Different levels of coverage
    Supply: Company perspective
    De factorestrictionsonmarket entry
    Smallproduction volumes
    Different types of support
    Non-transparentpricing, canlead to high prices and pricedifferences
    Localised Markets
    Long supplychains
    In some cases: high margins
    Need to workthroughlocaldistributorsorlocalpresence
    High investmentformarket entry
    Limited cross border trading within the InternalMarket
  • 16. Case studies
    Main findings from the case studies
    2 Case studies on freedom of choice
    (DE, SE)
    Freedom of choice turns people with a disability into decision makers and stimulates the market.
    2 Case studies on info provision
    (ES, UK)
    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.
    1 Case study on internet and mobile uptake
    Stark differences across Europe. High market potential for assistive ICT
    1 Case study on pricing of assistive ICT
    Price differences occur within the internal market, due to complex supply chains and other factors
    1 Case study on product and cross-border activity
    Most EU assistive ICT companies do not operate cross border and are highly specialised, targeting niche segments of the market
  • 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.
  • 18. Case Studies (2/7)
    Freedom of choice in Germany (Persönliches 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
  • 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
  • 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
  • 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
  • 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
  • 23. Case Studies (6/7)
    Little cross border presence:
  • 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:
    Estimation of PWD population
    Estimation of internet uptake
    Estimation of assistive ICT uptake
  • 25. Case Study (7/7)
    Methodology: estimating internet uptakeforPWDs
  • 26. Case Study (7/7)
    Methodology: internet uptakeratesforPWDs
  • 27. Case Study (7/7)
    Methodology: assistive ICT uptakeratesforPWDs
  • 28. Case Study (7/7)
    Methodology: assistive ICT uptakeratesforPWDs
    Estimation of more than29 milliondisabledpeopleusing internet in the EU in 2009
    21 millionaged 15-64,
    8 millionagedabove 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
  • 29. Scenarios
    informed and empowered consumers
    competitive supply of assistive ICT
    Conceptual framework
  • 30. Demand: informed & empowered usersFreedom of choice & information, awareness
    Freedom of choice, drivers
    User empowerment
    Role of SDM
    Functional description of needs
    Awareness and information, drivers:
    Digital literacy
    Close relationship with consumers
    Multi-stakeholder approach
    Independent information / advice
  • 31. Supply: competitive supply of A-ICTLevel of competition & pricing
    Competition, drivers:
    Competition IN the market not FOR the market
    Barriers within the market
    Pricing, drivers:
    Supply chain
    Knowing what you pay for
  • 32. Demand and supplyDemand pull and supply push growth
    Demand: informed and empowered consumers
    Scenario 1
    Scenario 2
    Scenario 3
    Scenario 4
    Supply: competitive supply of assistive ICT
  • 33. Toward a consumer oriented market
    User empowerment, more transparent market, closer customer relations, more cross-border trade, changing the role of SDMs
  • 34. Forecasting exerciseImpact on the market
    Based on internet uptake:
  • 35. Forecasting exercise Impact on the market
    Impact on internet uptake
  • 36. Forecasting exerciseImpact on the market
    Impact onassistive ICT usage
  • 37. Forecasting exerciseImpact 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
  • 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
    Uneven across MS, as well as prices paid by the SDM
  • 39. ConclusionsFunction 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
  • 40. ConclusionsTowards 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
  • 41. ConclusionsDemand
    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
  • 42. ConclusionsSupply
    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
    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
  • 43. ConclusionsData 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
  • 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
    Copyright © 2011 Deloitte Consulting All rights reserved.