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Accessibility

  1. 1. Business Consultancy project Accessibility Presented by Aya HAMED Executive MBA 19/05/2016
  2. 2. Consultant presentation • 2007: Graduation as an Electrical Engineer, National School of engineering in Tunis, Tunisia • 2008-2010: Quality Engineer in Automotive industry, multinational company, operating in Tunis, Tunisia. • 2011-2014: Production Manager in Food industry, Small size French company, operating in Tunis, Tunisia • 2015-2016: Full-time Executive MBA student at Leeds Beckett University
  3. 3. Contents Background iCare project Aim and objectives Methodology Key findings Recommendations
  4. 4. Background iCare project Aim and objectives Methodology Key findings Recommendations Background • “To remain competitive in the workforce, the National Federation of the Blind believes that blind people must have equal access to the same products and services as the sighted. Smartphone technology is increasingly critical to full participation in modern life.” Dr. Marc Maurer, President of the National Federation of the Blind (NFB).
  5. 5. • the UK is claimed to be a “smartphone society” (Ofcom, 2015). • This figure is not equally represented among the UK society, and some groups are more likely to be left behind the growing trend (Ofcom, 2015). Non- disabled All disabled Visually impaired Multiple impairment Any mobile 89% 85% 83% 82% Smartphone 66% 41% 48% 29% Tablet 42% 30% 33% 23% • This exclusion affects not only the well-being of these groups but also the economy (DAA, NA). • The low rate of the people with disabilities using high-tech technologies such as smartphones and tablets can even accentuate their exclusion, especially, due to the importance of technology in the daily life and in the work place. Background Background iCare project Aim and objectives Methodology Key findings Recommendations
  6. 6. ‘iCare’ project • The ‘iCare’ project was founded in April 2014, when Mark Skelton, a Talk Direct employee lost his sight “Instead of sacking me they decided to create a completely new role for me and put me in charge of a project called ‘iCare’ ” (Mark Skelton, interview with SRSB, 2014) Background iCare project Aim and objectives Methodology Key findings Recommendations The main actors in the project ‘iCare’ are Mark Skelton, the ambassador of the project, Linda Jones, Talk Direct’s sales operations director and the Gurus in the different Talk Direct O2 shops.
  7. 7. Aim and vision of the iCare project • Aim of the project: to help visually impaired people use smartphones and tablets by offering them the needed training, in the perspective of helping them gain more independence, catch up with the technological advances , and improve their daily lives. Background iCare project Aim and objectives Methodology Key findings Recommendations
  8. 8. Aim and objectives of the consultancy project Aim: A marketing communication plan for the project ‘iCare’ Objective 1: Evaluation of the current marketing strategy of the project iCare. Objective 2: Competition offerings for visually impaired people Objective 3: Benefits + barriers of the smartphones/tablets' use for visually impaired people. Objective 4: How demographics affect the use of these devices by visually impaired people. Objective 5: How the severity of the visual impairment +presence of other disabilities affect the use of these devices. Objective 6: Recommendations for a communication plan for the project ‘iCare’. Background iCare project Aim and objectives Methodology Key findings Recommendations
  9. 9. Journey of the CP and key dates Background iCare project Aim and objectives Methodology Key findings Recommendations
  10. 10. Methodology Findings Question- naires (primary data) Interviews (Primary data) Secondary data Secondary data analysed: - Statistics from RNIB reports - Governmental websites for the analysis of the macro- environment - Websites and social media of the societies and charities (RNIB, Action for Blind, SRSB…) - Websites regarding the accessibility options and accessible apps in different operating systems: iOS, Android. - Talk Direct website - Social media used for the iCare project: Twitter, Blogs, YouTube channel - Data concerning number of visits on the digital marketing. - The use of traditional marketing (flyers, CDs…) Background iCare project Aim and objectives Methodology Key findings Recommendations
  11. 11. Interviews Background iCare project Aim and objectives Methodology Key findings Recommendations Smartphone/ tablet use Participants Age Severity of the sight loss Employment status Main points evoked Smartphone and tablet user Janet 55 Severely sight impaired unemployed - Impact of the sight impairment on the daily life - Benefits of the use of the devices - Difficulties in using the devices - Expectations from the mobile provider - Barriers to the use of the devices Claire 65 Severely sight impaired unemployed James 38 sight impaired Full time working with visually impaired people Not a Smartphone or tablet user Helen 84 Sight impaired retired -Impact of the sight impairment on the daily life - Barriers to the use of the devices - Feedback after the demonstration of the accessibility options Elisabeth 90 Severely sight impaired Retired and volunteering
  12. 12. Questionnaires: Sample description 61% 39% Distribution of the participants according to gender Female Male 18-24 25-44 45-64 65-74 75 and over Total 1 5 16 10 12 0 2 4 6 8 10 12 14 16 18 Distribution of the participants according to age groups Background iCare project Aim and objectives Methodology Key findings Recommendations Total number of participants = 44
  13. 13. Background iCare project Aim and objectives Methodology Key findings Recommendations 5% 61% 5% 2% 27% Distribution of the working status of the participants Full-time employed Retired Self-employed Student and part-time employed Unemployed 9% 17% 4% 9%52% 9% Distribution of the average annual income of the participants £10,001 and up to £20,000 £20,001 and up to £30,000 £30,001 and up to £40,000 £40,001 and above I don't know Up to £10,000 Questionnaires: Sample description
  14. 14. Background iCare project Aim and objectives Methodology Key findings Recommendations 66% 34% Distribution of the participants according to the severity of the sight impairment Severely sight impaired Sight impaired 0 2 4 6 8 10 12 14 16 18 20 Since birth 10 years and more (but not since birth) 5-10 years 1-5 years Less than one year Distribution of the participants according to the duration of the sight impairment Questionnaires: Sample description
  15. 15. • Top 3 of the additional disabilities among the participants: 1- Hearing impairment 2- Epilepsy 3- Heart diseases 59% 41% Distribution of the presence of other disabilities among the participants No Yes Background iCare project Aim and objectives Methodology Key findings Recommendations Questionnaires: Sample description
  16. 16. Questionnaires: smartphones/tablet use 0 2 4 6 8 10 12 14 16 18 20 A Basic handset A smartphone A specialized phone None Different kind of mobile phone used by the participants 45% 55% Tablet's use among the participants Yes No Background iCare project Aim and objectives Methodology Key findings Recommendations
  17. 17. Aim: A marketing communication plan for the project ‘iCare’ Objective 1: Evaluation of the current marketing strategy of the project iCare. Objective 2: Competition offerings for visually impaired people Objective 3: Benefits + barriers of the smartphones/tablets' use for visually impaired people. Objective 4: How demographics affect the use of these devices by visually impaired people. Objective 5: How the severity of the visual impairment +presence of other disabilities affect the use of these devices. Objective 6: Recommendations for a communication plan for the project ‘iCare’. Background iCare project Aim and objectives Methodology Key findings Recommendations
  18. 18. SWOT “analysis” of the project ‘iCare’ Strengths • High engagement from the main actors in the project • Training of the Gurus on accessibility • Real-time use of twitter about the project • Use of Twitter for business to business marketing. • Public Relations • Work on behaviour changing Weaknesses • The YouTube channel + the videos • Absence of link between webpage of the project and its social media • Absence of an accessibility statement in the website • Low number of followers, re-tweets • The accessibility of the website • Weak usage of traditional marketing Opportunities • an inclusion program for people with disabilities by UK gov. • The benefits of the use of high-tech products. • The technological advances for accessibility of smartphones • the apps are increasingly revolutionary for the people with visual impairment. • Weak competition in doing an upstream work with visually impaired people Threats • Low average income of the visually impaired people. • Smartphones and tablets might be considered as devices which increase isolation, and discourage visually impaired people from having a social life. • Competition Background iCare project Aim and objectives Methodology Key findings Recommendations
  19. 19.  Background iCare project Aim and objectives Methodology Key findings Recommendations Aim: A marketing communication plan for the project ‘iCare’ Objective 1: Evaluation of the current marketing strategy of the project iCare. Objective 2: Competition offerings for visually impaired people Objective 3: Benefits + barriers of the smartphones/tablets' use for visually impaired people. Objective 4: How demographics affect the use of these devices by visually impaired people. Objective 5: How the severity of the visual impairment +presence of other disabilities affect the use of these devices. Objective 6: Recommendations for a communication plan for the project ‘iCare’.
  20. 20. Competitors analysis Virgin Have a dedicated accessibility webpage on the website partnership with the charity Scope to help people with disabilities. Sponsoring disabled people when doing competitions Accessibility e-learning module completed by a large span of their employees working with the Digital Accessibility Centre (DAC) in order to make their website more accessible. launching a program of basic digital skills, started in Glasgow offering Large Print, Audio or Braille Documents for the people with visual impairment Vodafone Have a dedicated accessibility webpage on the website + linked to the YouTube channel Vodafone foundation, which is operating internationally, and among others, it is promoting accessibility. There are several videos on YouTube about accessibility. offering Large Print, Audio or Braille Documents for the people with visual impairment EE Have a dedicated accessibility webpage on the website Priority Fault Repair service for disabled customers. Tailored disabilities service offering Large Print, Audio or Braille Documents for the people with visual impairment Three Have a dedicated accessibility webpage on the website Accessibility webchat accessibility team offering help to disabled customers offering Large Print, Audio or Braille Documents for the people with visual impairment Background iCare project Aim and objectives Methodology Key findings Recommendations Talk Direct do the same Talk Direct have something similar Talk Direct don’t do it
  21. 21.   Background iCare project Aim and objectives Methodology Key findings Recommendations Aim: A marketing communication plan for the project ‘iCare’ Objective 1: Evaluation of the current marketing strategy of the project iCare. Objective 2: Competition offerings for visually impaired people Objective 3: Benefits + barriers of the smartphones/tablets' use for visually impaired people. Objective 4: How demographics affect the use of these devices by visually impaired people. Objective 5: How the severity of the visual impairment +presence of other disabilities affect the use of these devices. Objective 6: Recommendations for a communication plan for the project ‘iCare’.
  22. 22. Barriers to the use of smart devices (from interviews) 1. The lack of confidence and intimidation due to visual impairment “ it can be very intimidating to go to a shop and ask for help“ 2. Being unfamiliar with technology before sight loss “People who never really touched technology, it is more intimidation of the idea that they are not used to” 3. Some people think that they don’t need a smartphone or a tablet “my friends are dying I am afraid and I don’t have so many people to talk to”. 4. Family or sighted friends influence “when I go to the shops where I shop, they order a taxi for me when I finish shopping…” 5. Fear of technology “Getting people to try it in the first place, that’s the biggest barrier”. Background iCare project Aim and objectives Methodology Key findings Recommendations
  23. 23. Background iCare project Aim and objectives Methodology Key findings Recommendations 4 8 10 6 2 5 9 0 2 4 6 8 10 12 Total Reasons behind not using any smartphone/tablet Cost Lack of skills Sight impairment I don't need it/them Not comfortable with technology Lack of awareness of the possibility of using these devices Other Barriers to the use of smart devices (from questionnaires)
  24. 24. • Among the other reasons evoked:  Influence of age and the problem of memory "I can easily forget how to use it“ hearing impairment “absence of amplification” Influence of family "My son has no patience to teach me" "he also told me if I can't use a simple mobile phone, I can't use a smartphone“ Background iCare project Aim and objectives Methodology Key findings Recommendations 100% of the participants who don’t have a smartphone/tablet, never had them before. Barriers to the use of smart devices (from questionnaires)
  25. 25. 1- Increased independence “It does all sort of things I can’t do without such an assistance” “that’s brilliant! It sounds like you have your sight back!” 2- Accessibility options “I am learning because they talk to me and tells me what to do, it is good” “texting somebody with Siri, it is the quickest and easiest way to do it”. 3- Different apps “it reads on my post to me, it reads my goods, my packaging, it has got my food on it, it reads instructions about to make things, and I have a GPS apps which directs me from a place to another” 4- Communication with family and friends “I know with the smartphones…you can register the numbers in the phone, so that you just press a button… that would be great”. 5- Entertainment “I have a lot of games on my phone, it is just fun to do what people who can see can do”. Background iCare project Aim and objectives Methodology Key findings Recommendations Benefits of the use of the smart devices (from interviews)
  26. 26. Background iCare project Aim and objectives Methodology Key findings Recommendations Benefits of the use of the smart devices (from questionnaires) 11 15 15 13 6 0 2 4 6 8 10 12 14 16 Total Benefits of using a smartphone/tablet according to the participants Ability to adapt the settings to the specific eye condition Applications included Communications with family and friends Increased independence Others
  27. 27. Aim: A marketing communication plan for the project ‘iCare’ Objective 1: Evaluation of the current marketing strategy of the project iCare. Objective 2: Competition offerings for visually impaired people Objective 3: Benefits + barriers of the smartphones/tablets' use for visually impaired people. Objective 4: How demographics affect the use of these devices by visually impaired people. Objective 5: How the severity of the visual impairment +presence of other disabilities affect the use of these devices. Objective 6: Recommendations for a communication plan for the project ‘iCare’.    Background iCare project Aim and objectives Methodology Key findings Recommendations
  28. 28. Influence of demographic factors Background iCare project Aim and objectives Methodology Key findings Recommendations 1 5 11 3 3 5 7 9 0 2 4 6 8 10 12 14 16 18 18-24 25-44 45-64 65-74 75 and over Smartphone/tablet user according to age groups No Yes 14 13 7 10 Not smartphone/tablet user Smartphone/tablet user Distribution of smartphone/tablet use per gender Male Female
  29. 29. Background iCare project Aim and objectives Methodology Key findings Recommendations 2 2 4 1 2 12 4 4 2 1 2 8 0 2 4 6 8 10 12 14 Up to £10,000 £10,001 and up to £20,000 £20,001 and up to £30,000 £30,001 and up to £40,000 £40,001 and above I don't know Smartphone/tablet use per annual income Yes No 1 2 2 8 10 19 2 0 2 4 6 8 10 12 14 16 18 20 Student and part-time employed Full-time employed Self-employed Retired Unemployed Smartphone/tablet users according to working status Yes No Influence of demographic factors
  30. 30. Relation between the use of smartphones, tablets and computers Background iCare project Aim and objectives Methodology Key findings Recommendations 0 2 4 6 8 10 12 14 16 18 Tablet owner Not tablet owner Relation between Smartphone ownership and tabet ownership A smartphone A Basic handset A specialized phone None 4 3 13 6 3 9 6 0 2 4 6 8 10 12 14 Owner of a computer Not owner of a computer Distribution of the mobile phones used per ownership of a computer/laptop A Basic handset A smartphone A specialized phone None
  31. 31. Background iCare project Aim and objectives Methodology Key findings Recommendations Influence of demographic factors (summary) • Age groups can be considered as the only demographic factor influencing the adoption of smartphones and/or tablets • The under-representation of the visually impaired people who are working made drawing any conclusion for the influence of the working status on the adoption of smartphones and tablets, quite difficult. • The reticence of the participants on revealing their average annual household income is a barrier to draw a conclusion regarding the correlation between this factor and the use of the smart devices.
  32. 32. Aim: A marketing communication plan for the project ‘iCare’ Objective 1: Evaluation of the current marketing strategy of the project iCare. Objective 2: Competition offerings for visually impaired people Objective 3: Benefits + barriers of the smartphones/tablets' use for visually impaired people. Objective 4: How demographics affect the use of these devices by visually impaired people. Objective 5: How the severity of the visual impairment +presence of other disabilities affect the use of these devices. Objective 6: Recommendations for a communication plan for the project ‘iCare’.     Background iCare project Aim and objectives Methodology Key findings Recommendations
  33. 33. Influence of the severity and duration of the sight impairment Background iCare project Aim and objectives Methodology Key findings Recommendations 16 7 13 8 0 2 4 6 8 10 12 14 16 18 Severely sight impaired Sight impaired Distribution of Smartphone/tablet use according to the severity of the sight impairment Yes No 8 8 2 5 3 11 2 3 2 0 2 4 6 8 10 12 Since birth 10 years and more (but not since birth) 5-10 years 1-5 years Less than one year Smartphone/tablet use according to the duration of the sight impairment Yes No • It is quite tricky to draw any conclusion regarding the influence of the duration of the sight impairment as a factor for the adoption of smartphones and tablets, because of the small size of the sample, especially for those who lost their sight since, at most 10 years. • Nevertheless, it can be mentioned that people who are born with sight impairment and those who are severely sight impaired are more using these devices
  34. 34. Influence of the presence of other disabilities Background iCare project Aim and objectives Methodology Key findings Recommendations  there is no significant difference between the 2 groups. Nevertheless, the sample of Visually impaired people with disabilities is quite small, and didn’t cover a large range of disabilities, such as learning disabilities, or physical disabilities. 12 9 14 9 0 2 4 6 8 10 12 14 16 No additional disabilities Having additional disabilities Smartphone/tablet use according to the presence of other disabilities Not smartphone user Smartphone/tablet user
  35. 35. Expectations from mobile provider Marketing channels Background iCare project Aim and objectives Methodology Key findings Recommendations
  36. 36. Expectations from mobile provider (interviews) 1-Priority “This is costing me money... you know I have got to pay someone to bring me here” 2-Knowledge about accessibility features “It is important that they have some knowledge…about what voiceover does” 3-Increased awareness about visually impaired people “Learning proper guiding techniques to guide someone to a sit, reading what on a paper sheet, to make sure they known what exactly they are doing before they sign” 4-Getting help as any other customer “I am a customer and I deserve to be helped”. Background iCare project Aim and objectives Methodology Key findings Recommendations
  37. 37. Rate of satisfaction with mobile provider (questionnaires) Background iCare project Aim and objectives Methodology Key findings Recommendations 3 1 6 1 2 2 22 4 0 1 2 3 4 5 6 7 EE Giff Gaff O2 Talk Talk Three Virgin Vodafone Mobile provider and rate of satisfaction Yes No
  38. 38. Evaluation of Talk Direct (questionnaires) Customers satisfied Customers not satisfied “staff is helpful, but they tend to do things without explaining what they did when I got for assistance” "the staff is helpful" "they let me know about the change in tariff" "they provide me with Braille bills" "the stuff is trained on how to behave with visually impaired people" "the services is not the same in all stores", "they don't have good knowledge about accessibility, I probably know more than they do" “they are unaware of the apps and services I require" Background iCare project Aim and objectives Methodology Key findings Recommendations
  39. 39. Marketing channels (questionnaires) Background iCare project Aim and objectives Methodology Key findings Recommendations 5 6 9 8 2 1 2 3 7 0 1 2 3 4 5 6 7 8 9 10 Sight impaired Severely sight impaired How the participant learnt about the feasibility of using a smartphone/tablet Friends or family Society for visually impaired Event for visually impaired Leeds city council Media Other
  40. 40. Background iCare project Aim and objectives Methodology Key findings Recommendations 14 16 13 5 5 14 28 20 0 5 10 15 20 25 30 Total Communication channels used by the participants Radio Friends or family Internet Leeds city council Social media Events for sight impaired people Societies for sight impaired people Others Among the other reasons evoked, the audio magazines, from RNIB was a recurrent answer from the participants, other audio magazine from other societies such as Macular society. Marketing channels (questionnaires)
  41. 41. Aim: A marketing communication plan for the project ‘iCare’ Objective 1: Evaluation of the current marketing strategy of the project iCare. Objective 2: Competition offerings for visually impaired people Objective 3: Benefits + barriers of the smartphones/tablets' use for visually impaired people. Objective 4: How demographics affect the use of these devices by visually impaired people. Objective 5: How the severity of the visual impairment +presence of other disabilities affect the use of these devices. Objective 6: Recommendations for a communication plan for the project ‘iCare’.      Background iCare project Aim and objectives Methodology Key findings Recommendations
  42. 42. Behavioural Segmentation Group 1: « the experts » • They already have smartphones, tablets, computers • They are using them since more than 2 years • They are using internet • They have good knowledge about accessibility options • They know about apps • They are aware of the benefits of these devices • They are more likely to advise other visually impaired people to adopt them Group 2: « the novices » • They have smartphone/tablets • They are more likely to have them since less than 2 years • They have limited use of their devices • They are more likely to need assistance with their devices • They might not know about apps Group 3: « the un-informed » • They don’t have these devices • They often don’t know about accessibility options • They might think that their visual impairment is a barrier to use these devices • They might not have the skills to use these devices • They are more likely to be open to change Group 4: « the laggards» • They don’t have these devices • They might have very limited knowledge about the internet • They might think that they don’t need them or they don’t like them • They might just need a mobile phone for emergencies • They are more likely to be in the group age of 75+ Background iCare project Aim and objectives Methodology Key findings Recommendations
  43. 43. Target Audience Group n° Why to target the group? Best marketing communication mix Group 1: “the experts” -This group of visually impaired people is more likely to promote the benefits of smart devices. -They often have the label of ‘geek people’ and other might approach them to ask for advice - Converting them into O2 customer and knowing about ‘iCare’ project can help spread the word of mouth marketing. - Sales promotion - Digital marketing - Public Relations Group 2: “The novices” - This group needs more assistance to learn more about their devices; when being informed about the project ‘iCare’, and the help it can provide, they can be convinced to become O2 customers. - Traditional marketing - Public Relations - Word of Mouth - Events and experiences Group 3: “the un- informed” This group need to pick awareness on the possibility to use the devices. The iCare project can bring these information to the societies they are used to go or to the events for visually impaired people… - Events and experiences - Personal selling - Advertising Background iCare project Aim and objectives Methodology Key findings Recommendations
  44. 44. Recommendations on Digital marketing Background iCare project Aim and objectives Methodology Key findings Recommendations Recommendation 1 • Improve the accessibility of the website. Recommendation 2 • Link the webpage of the project ‘iCare’, the twitter account, the official blog of Mark and the YouTube channel. Recommendation 3 • Use of the promotion link from twitter to increase the number of followers of Mark Skelton’s account.
  45. 45. Recommendation 4 • Create a Facebook page for the ‘iCare’ project, since Facebook is the most popular social media used. Recommendation 5 • Improve the YouTube channel of Mark Skelton. Recommendation 6 • Increase the blog activity blog of Mark. Blogging frequency to be increased to one blog per week (at least). Background iCare project Aim and objectives Methodology Key findings Recommendations Recommendations on Digital marketing
  46. 46. Recommendations on traditional marketing Background iCare project Aim and objectives Methodology Key findings Recommendations Recommendation 7 •Multiply the means of traditional marketing : •Audio CD •Flyers in accessible format, such as Braille and large prints. •More presence in local Radios, in Yorkshire. •More presence in local newspapers, in Yorkshire. Recommendation 8 •Promote the project ‘iCare’ in the Audio magazine from RNIB “connect magazine” which is a monthly magazine Recommendation 9 •Keep up with PR activities and diversify them. •Example: Launching a competition with universities for designing apps that can be useful for visually impaired people, and creation of a panel to select the best one, which will be awarded
  47. 47. Other recommendations Background iCare project Aim and objectives Methodology Key findings Recommendations Recommendation 10 •Promote via visually impaired celebrities, by doing a video where the celebrity can talk about how he/she is using her devices and how useful they are for her daily life. Recommendation 11 •Tailor few of the advantages for the visually impaired people might interest them in the context of O2 priority Recommendation 12 •include the accessibility training for the gurus in the induction period, as well as make them fully aware of the project ‘iCare’ before they take their positions. Recommendation 13 •Develop an e-learning module about accessibility features in the smartphones/tablets to be done by all the store employees. Recommendation 14 •Produce short videos about “success stories” with some of the O2 customers who are expert in using their devices, and share them in social media
  48. 48. Long term recommendations Background iCare project Aim and objectives Methodology Key findings Recommendations Recommendation 15 • Generalise the ‘iCare’ project to help people with other kind of disabilities. Recommendation 16 • Spread the project nationally in all parts of the UK Recommendation 17 • Increase presence in national media. Recommendation 18 • Switch the project into a national foundation.
  49. 49. Aim: A marketing communication plan for the project ‘iCare’ Objective 1: Evaluation of the current marketing strategy of the project iCare. Objective 2: Competition offerings for visually impaired people Objective 3: Benefits + barriers of the smartphones/tablets' use for visually impaired people. Objective 4: How demographics affect the use of these devices by visually impaired people. Objective 5: How the severity of the visual impairment +presence of other disabilities affect the use of these devices. Objective 6: Recommendations for a communication plan for the project ‘iCare’.      Background iCare project Aim and objectives Methodology Key findings Recommendations 
  50. 50. References • Ofcom. 2015. The Communications Market Report: United Kingdom. [ONLINE] Available at: http://stakeholders.ofcom.org.uk/market-data-research/market- data/communications-market-reports/cmr15/uk/ . [Accessed 3 April 2016]. • DAA. 1800. Inclusion. [ONLINE] Available at: http://www.daa.org.uk/?page=left-inclusionc . [Accessed 3 April 2016]. • Gov.uk. 2014. family Resources survey UK 2012-2013. [ONLINE] Available at: https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/325491/family-resources-survey-statistics-2012-2013.pdf . [Accessed 3 April 2016]. • RNIB. 2013. Sigh Loss UK. [ONLINE] Available at: https://www.rnib.org.uk/sites/default/files/Sight_loss_UK_2013.pdf . [Accessed 20 April 2016]. • Communications consumer panel. 2015. We’re Not All the Same! Older and Disabled People’s Experiences of Contacting Communications Providers. [ONLINE] Available at: http://www.communicationsconsumerpanel.org.uk/downloads/were-not-all-the-same---final-report-171215.pdf . [Accessed 19 April 2016]. • AT&T. 2011. AT&T introduces Mobile Accessibility Lite App for blind people. [ONLINE] Available at: http://globalaccessibilitynews.com/2011/10/07/att-introduces- mobile-accessibility-lite-app-for-blind-people/ . [Accessed 3 April 2016]. • Talk Direct. (2015). our products. [Online]. Available from http://www.talk-direct.com/ Last accessed 28/12/2015. • SRSB. 2014. Mark Skelton. [ONLINE] Available at: http://www.srsb.org.uk/Mark-Skelton/ . [Accessed 3 May 2016]. • Ofcom. (2014). Latest customer service satisfaction levels revealed. Available: http://consumers.ofcom.org.uk/news/customer-service-satisfaction-levels-2014/ . Last accessed 01/05/2016. • Vodafone UK. (NA). Accessibility – access for all. Available: http://www.vodafone.co.uk/accessibility-services/index.htm. Last accessed 01/05/2016. • EE . (NA). 4GEE PHONES FOR THE BLIND OR VISUALLY IMPAIRED. Available: http://ee.co.uk/help/getting-started/accessibility-with-ee/phones-for-the-blind-or-visually- impaired. Last accessed 01/05/2016. • Virgin Media. (NA). Helping everyone enjoy the internet. Available: https://my.virginmedia.com/customer-news/articles/helping-everyone-enjoy-the-internet.html. Last accessed 01/05/2016. • Three. (NA). Accessibility.. Available: http://www.three.co.uk/Privacy_Cookies/Accessibility . Last accessed 01/05/2016. • Kotler, P. and Amstrong, G. (2005).Principles of Marketing. 11th edition. Pearson. London • White, P. (NA). In Touch. Available: http://www.bbc.co.uk/programmes/b006qxww . Last accessed 01/05/2016.
  51. 51. Any questions? Background iCare project Aim and objectives Methodology Key findings Recommendations

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