Business Value of Accessibility: Orange's Perspective

the business value of accessibility: Orange’s perspective François René Germain – Group Vice President Director of the Group Accessibility department March 27, 2009 – Frankfurt am Main, European Accessibility Forum

context France : a new concept of accessibility introduced by the law for “the equality of rights and opportunities, participation and citizenship of disabled people” (2005) a specific focus on public communication services and web accessibility (art.47) Europe : directives regarding access to the NTIC and the information society (« the e-europe 2005 action plan ») e- “e-inclusion” : a public consultation on web accessibility and e inclusion other e-accessibility issues International : the accessibility of Group websites follows international standards proposed by the WAI consortium consortium. They are a set of recommendations which are designed to respect the principle of “accessibility for all” United Nations Convention on the rights of persons with disabilities (2008). Accessibility Department Group/ François René Germain European Accessibility Forum, Frankfurt, March 27, 2009 2

Orange’s organisation to face the handicap: 3 key actors MIH (human resources department) promotes the recruitment, 1 integration and permanent employment of disabled employees the Group’s accessibility department leads all the actions for Group’ 2 improving the access to the products and services of our Group and to the distribution network. This department runs the « Design for all » strategy, the institutionnal relationships as well as the public affairs, corporate social responsibility and regulation on the accessibility issues. the Orange foundation is in charge of our commitment to solidarity 3 and patronage Accessibility Department Group/ François René Germain European Accessibility Forum, Frankfurt, March 27, 2009 3

the business value of the accessibility 1. ethics & accessibility : brand 2. business accessibility : 3. technology a win-win strategy for all our stakeholders 4. customer relationship & partners 5. e-accessibility Accessibility Department Group/ François René Germain European Accessibility Forum, Frankfurt, March 27, 2009 4

1. ethics & accessibility ethics a way to face possible governance issues a fundamental stake in a crisis period an adapted response to our stakeholders (customers, investors, staff, suppliers, society and local communities, environment) accessibility an adapted solution to express our ethical commitment of the Group and of all its staff to make more accessible its offers and channels of distribution to the elderly and to the disabled people Accessibility Department Group/ François René Germain European Accessibility Forum, Frankfurt, March 27, 2009 5

1. ethics and accessibility : a link between two spheres corporate social responsibility, ethics accessibility marketing and commercial performance Accessibility Department Group/ François René Germain European Accessibility Forum, Frankfurt, March 27, 2009 6

1. ethics and accessibility : impact on the brand value It contributes to : bottom line immaterial assets current and future value 2008 results a turnover of 53.5 billion euros in 2008 (+1%) an organic cash flow target of 8 billion euros Orange stabilised its operating profit margin at 36.3% and reached a investment rate of 12.8% (of the turnover) Accessibility Department Group/ François René Germain European Accessibility Forum, Frankfurt, March 27, 2009 7

2. accessibility : a way to meet the consumers needs, and the rocketing market of the elderly people 10% of the European population is disabled and 10% other elderly have difficulties 18 % of the European people is over 60 ( 33% in 2040) more than 48% of the European population over 50 declare that their needs are not met by manufacturers and services providers 60% of the working people could take benefit from the use of accessible technologies Accessibility Department Group/ François René Germain European Accessibility Forum, Frankfurt, March 27, 2009 8

2. business : organisation & results (2008) adapted channels of distribution, merchandising and delivery 160 labelled “Independence offers ” shops and 4 fully dedicated ones called “Arc-en-ciel” (rainbow concept) 2 dedicated catalogues per year with specific pictograms for any type of deficiency a dedicated free toll number 0800 11 22 33 with 4 sales representatives : advice, after sale help for a part of the products (usage), sales a dedicated website : www.orange.fr “autonomie” section ie independence offers section 4800 salesmen and 352 webmasters trained to the handicap and to our dedicated offers an internal web competency center and a dedicated network for the Group Accessibility Department Group/ François René Germain European Accessibility Forum, Frankfurt, March 27, 2009 9

3. Business : a « Design for all » strategy the Design for all” strategy is applied to the different processes of our Group and the accessibility requirements are included in our projects Management System it means the following actions: screening all the current and new offers conceiving dedicated solutions, to be extended to all customers, in terms of ergonomic, simplicity and technology run audit of accessibility before launching any products or services and improve on a daily basis the accessibility on all its components Accessibility strategy : a benefit for all our stakeholders (employees, customers, shareholders, civil society… Accessibility Department Group/ François René Germain European Accessibility Forum, Frankfurt, March 27, 2009 10

4. customer relationship and partnerships benefits : main benefits better ergonomics increased satisfaction and efficiency better adapted to requirements of new devices easier to use and faster to read better indexing by search engines prevention of kinds of discrimination based on disabilities or new technologies reduction in web download time and lighter pages Accessibility Department Group/ François René Germain European Accessibility Forum, Frankfurt, March 27, 2009 11

4. our commitment to web accessibility matters to the customers 3 values embody the way we wish to be perceived friendly straightforward responsible what kind of challenge for Orange? to address key expectations from our clients : fight the digital divide, develop the accessibility to the communication to offer an adapted solution for all types of deficiency to improve their daily life with the communication to strengthen customers’ loyalty, identification mark, trust, integration, and autonomy ARPU Accessibility Department Group/ François René Germain European Accessibility Forum, Frankfurt, March 27, 2009 12

a success story : an orange partner’s testimonial We are grateful for the enormous contribution of Orange experts in rebuilding our website www.retina.fr. For several years we have wanted to make our website Jean-Jacques Frayssinet, more accessible to the visually impaired, in Honorary President of Retina France line with today’s standards. For over a year, Orange has been developing our association’s website with the active involvement of staff at Retina France’s head office. This is an unqualified success The Retina main objective is for those of us who are visually impaired, to overcome all kind of and I am very pleased with it. Thanks again eye diseases (21000 members) to all the players.” Accessibility Department Group/ François René Germain European Accessibility Forum, Frankfurt, March 27, 2009 13

4. our dedicated web site Accessibility Department Group/ François René Germain European Accessibility Forum, Frankfurt, March 27, 2009 14

how to adapt and make our work stations more accessible for the disabled employees or customers ? a specific solution for blind people : the use of a speech synthesis to read a website Accessibility Department Group/ François René Germain European Accessibility Forum, Frankfurt, March 27, 2009 15

5. Orange’s strategy for web accessibility Orange’s commitment since 2005 to make all external websites accessible to 75% of “AA” level by the end of 2008 to check all types of technological evolutions and to make them accessible to respect the legal obligations of the countries and all the international standards (W3C,WAI) website and mobile web accessibility processes to make recommendations and inform our staff with specific trainings and awareness campaigns (explanation, training, application in live, review and debates) all technical documents are available on : http://isi.francetelecom.fr/clara/spip.php?article218 developers have been involved to generate ideas for the website upgrading process http://isi.francetelecom.fr/clara/spip.php?article213 352 webmasters have been trained to follow our international commitment (UK, Poland, Spain, France) accesibilidad.orange.es set up of our methods (Ocawa) to audit our websites and our partners’ websites (Retina) by indicating the percentage, the level of accessibility and the weaknesses to be improved. (support by the technical management teams) developing accessible interfaces recommendations are ongoing (contact : josefina.zembrano@orange-ftgroup.com DAG) Accessibility Department Group/ François René Germain European Accessibility Forum, Frankfurt, March 27, 2009 16

5. e-accessibility offers a competitive advantage for Orange and improves global quality of technological development a key competence in the web creation profession and for all staff better ergonomics members involved in creating better adapted to websites (programmers, requirements of new devices technicians, authors, quality managers) better indexing by search engines higher number of visits (which lower maintenance costs enhances institutional image) non- than non-accessible sites higher number of sales standardization higher independence towards our providers reduction in web download simplification of the application time and lighter pages programs Accessibility Department Group/ François René Germain European Accessibility Forum, Frankfurt, March 27, 2009 17

5. Orange & web accessibility the main aim of this initiative to make the web applications and all its services accessible to all people, whatever their hardware, software, network infrastructure, browser, terminal, native language, culture, geographical location, physical or mental ability, or assistance technologies (speech synthesis, braille...) what kind of priority? to make access to information and technologies for people who have a temporary or permanent impairment easier to help these people become more independent in the daily use of their communication tools Accessibility Department Group/ François René Germain European Accessibility Forum, Frankfurt, March 27, 2009 18

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Business Value of Accessibility: Orange's Perspective

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Business Value of Accessibility: Orange’s Perspective Presentation Transcript