Sonzia Dilligence Deck

– 1 –Sonzia Market Research ©2015 Sonzia www.Sonzia.com
Assessing the Market Opportunity for Sonzia in
Schools and Clinics
An Executive Briefing

• Executive Summary 3
• Value Proposition: 10
– K-12
– Content
– Purchasing Mechanism
– Affordability
• K-12 in Detail: 22
• Seniors 34
Contents

When introduced to the Sonzia Touch Easel, many facilities were enthusiastic. There is a
lot of interest in accessibility, particularly in 1:1 districts or elderly care facilities
supported by connected loved ones.
The Touch Easel provides a durable, affordable, connected
platform, through which Sonzia can sell content
Successfully entrenching the Copia platform on the basis of unique content would provide a
durable competitive barrier, but could also prove challenging to achieve.
• “We are seeing 40,000 children left behind as the
whole district moved to iPads.”
—Special Educator, LAUSD
• “We would love to have something our clients can
use to go online, I have never heard of a tablet that
people with Parkinson’s could use”
—Chief Nurse, Assisted Living, MA
• “There are ever more residents looking to get online.
Most of them bring their own devices, but I don’t
know of anyone that has a special device to use with
arthritis or poor vision.”
—Administrator, Assisted Living, CT
Source: Stax interviews & analysis, Aug/Sept. 2013.
EXECUTIVE SUMMARY

Sonzia touch technology can be scaled in size to fit an entire room. This allows us to
create interactive, fully immersive environments to complement therapy on personal
devices.
Scaling Up – The Sonzia Immersive Therapy Environment
Interactive
Walls
Built for
Sensory
Restriction
Scenes can
cover one
wall or many
Can be used for
habituation
therapy with
social situations
“We would be very interested in using an immersive environment to teach our kids to be more
comfortable in a restaurant, airplane, or even crossing the street. Having a safe space to
teach about the outside world is something we have thought of but could never do.”
– Director of Operatiions, Autism Foundation
Supports
games
and
music !
EXECUTIVE SUMMARY

Within the addressable disabilities we have focused on two age groups; those between
the ages of 4 and 19 designated K-12 within this presentation and Seniors.
This work represents the first phase of Sonzia’s evaluation of our
product’s positioning and value proposition across several end markets
Education Organizations
K-12
• Foundations
• Churches
• Gov’t Agencies
• Associations
• Public
• Charter
• Private
• Catholic/parochial
Disability Care Elderly Care
Clinical
• Nursing Homes
• Assisted Living
• Hospice
• Home Care
• DDS Clinics
• Foundations
• Autism Care
• VA
Ancillary markets such as conference rooms, advertising, art & museums, as well as the
individual consumer markets have been considered by management as out of scope at this
stage of Sonzia’s growth.
EXECUTIVE SUMMARY

Sonzia has directed research to serve the strategic purpose of comparing the elderly care and
developmental disability markets to other sales channels for Sonzia that we will later assess. We’ve also
sought to generate tactical insights into how Sonzia can effectively serve these markets
Sonzia sought field level insight into the market opportunity by reaching out to
competitors and potential clients.
Who do we target
• What segments of the elderly care market appears most likely to adopt a Sonzia-like
solution?
• Where should Sonzia focus its sales efforts to achieve the best return on its sales?
• How can Sonzia quickly assess the sales potential of a district to determine and
prioritize high-potential leads?
What do we sell
• What features and capabilities should Sonzia highlight to create a product that is
easy for institutions to adopt and generates sustainable loyalty?
• What capabilities matter most to each of the various stakeholders involved in a
facility providing digital content and connectivity?
How do we go to
market?
• How does Sonzia differentiate its offering within the market?
• How should Sonzia structure pricing to align with its value proposition to each
market segment?
• What can Sonzia do to empower facilities to purchase its solution?
Key Questions
EXECUTIVE SUMMARY

Outlook Assessment
Market
Opportunity
• There is significant opportunity for Sonzia in the K-12 public market in places where digital education is already
deployed or soon to be deployed and is not accessible to all.
• There is a fast growing demand for technology from the elderly. 30% of 80-year-olds are online and they tend to
be wealthier and cluster in assisted living facilities as opposed to nursing homes.
• Disability clinics, including schools for the blind, deaf, autism, and developmental disabilities are a natural fit for
Sonzia products. Schools for the deaf are a particularly useful early target as they focus on visual tools.
Readiness for
Adoption
• Touch Tables are an unknown product category and driving hardware adoption will be the first challenge Sonzia
faces.
• The speed with which tablet and computers have been adopted combined with Sonzia’s ability to leverage a
familiar Android environment makes this process some
Ease of
Market Entry
• Early feedback from pilots and partners has been enthusiastic. Private clinical markets and assisted living
facilities are strong first targets, with public K-12 and nursing homes being harder, and lower priority for Sonzia.
• Sales cycles can be long, and implementation of an institution wide software back end, while very profitable for
Sonzia, will have probably be the most difficult part of the process. Hardware, however, is plug and play.
• Hardware sales will likely be easier than offering a software bundle, but the latter would be much more profitable.
Timing for
Market Entry
• No truly similar hardware solutions exist for people with disabilities, and Sonzia should enter both the K-12 and
elderly markets now. The latter is particularly poised to grow as those more familiar with technology are getting
older and will find their inability to use it much more frustrating than today’s 80+ cohort.
• For K-12 Sonzia should focus on schools moving to digital education with a 1:1 device program. These schools
should be approached through their accessibility departments and presented with a Sonzia solution.
Sonzia’s ability to make digital hardware accessible to those with poor vision, motor skills, or
intellectual disabilities is perceived as valuable for institutions looking to highlight a digital component,
but these institutions are often working within very lean budget constraints.
Sonzia’s perspective on the market is that there is sufficient opportunity to
pursue, but recognizes that adoption may be slow
EXECUTIVE SUMMARY
StrongWeak
StrongWeak
StrongWeak
StrongWeak

Sonzia’s desire to be the main platform for delivery of digital content to those differently abled has lead
it to a pricing strategy that derives revenue from content, while providing low cost hardware solutions
to lower the barrier to entry for institutions large and small.
Sonzia positions its offering and prices the solution to help lower the barrier to
adoption, at least for hardware…
EXECUTIVE SUMMARY
Many schools and clinics have faced declining
budgets. While many are confident there will be a
turning point soon, low cost solutions offer a
strategic advantage in a world of heavily inflated
medical hardware prices.
“We didn’t know how Obamacare would affect us
and tightened the belt. This isn’t going to last forever
and we may start spending again soon” –
Operations Administrator, Hospital, AZ
Push hardware margins down to reach low prices
and encourage adoption.
There is a strong track record of high value, high
cost content in the clinical community.
Use pilot programs to promote hardware and
software, push high margin software sales into
existing clients as hard a new hardware sales for
new potential clients.
Most districts we approached lacked a fully formed
digital education strategy. Furthermore, many that
did consider their strategy complete found
unexpected issues in implementation that could be
worse than the original problem.
Focus on Plug and Play installation & operation.
Offer a flat fee for back end implementation. This will
cover networking of all devices, including Immersive
Room solutions. This will make scaling up much less
expensive and incentivize getting on the Sonzia OS.
The market is hungry for a fully turnkey hardware
software solution.
Tablets and other solutions have found networking
to be an issue, with the internet being used openly
during class for sometime nefarious ends.
Sonzia is developing an Android based OS to run an
app store and offer full feature remote app
management.
These tools to open and close any app remotely or
control internet access are considered very valuable,
particularly with regards to K-12.
Topic Challenge Impact on Sonzia
Budget
Product
Differentiation
Digital Strategy
Suggested Response
Low High
Low High
Low High

Overall, Sonzia’s growth opportunities are tied to institutional funding
mechanisms, particularly federal funds and private grants
Low HighLow HighLow High
Outlook for
Sonzia: Low High
Sonzia should focus primarily on private markets with large budgets to show the effectiveness
of the solution. Our research shows cost conscious Directors of Nursing or Principals are
much more risk averse and strongly prefer solutions with significant track records.
Nursing Homes
Budgets
• Medicare / Medicaid
supported
• “Our budgets are very
tight, we focus on
medical expenditures”
-- Director of Nursing,
CT
Interest
• Population average
age: 80+
• “We would rather spend
the money on a
recumbent bicycle”
-- Director of Nursing,
MA
Budgets
Assisted Living
Interest
• Larger budgets and
individual support
• Private payor funding
• Private insurance
• More technology
savvy population
• Higher education
• Family more engaged
through technology
EXECUTIVE SUMMARY
The outlook for Sonzia is tied to the availability of funds for technology. The best early growth strategy
would be to target private payor / private insurance supported institutions, such as by targeting
assisted living facilities, but not nursing homes.

Public schools represent one of the largest markets for Sonzia. However, it is also one of
the most expensive markets to reach both in terms of time and resources.
The Public School System – A late priority target
• One of the first marketing targets of Sonzia
should be public schools for the deaf,
along with the districts that house them.
These schools were very early adopters of
smart boards and have an inherent interest
in Sonzia’s visually engrossing solutions.
Key Decision Impact
• Sonzia needs a strategy that fits into
existing expenditure models. This means a
flat fee for implementation plus a yearly
maintenance fee that would cover the IT
costs of running the service.
• Sonzia should focus on selling hardware
directly to schools through the special
education departments and the back end
analytics to the district as they host the
servers and will track and disperse the
data.
• Sonzia will have to expend significant
resources in relaying the value proposition
through to multiple stakeholders, each at
different levels and with different interests.
Funding Model2
District Funding3
Deaf & Blind4
Decision Making1
• Public schools receive a mix of federal
funds and grant funds. Technology
expenditure can come from either. Federal
funds typically have a purchasing system
such as eRate for new hardware and yearly
funds for IT.
• Districts are often in charge of the IT
budget for multiple schools. They may be
more difficult to reach but have a much
wider power, but may only look at cross
district functionality.
• Ever state is mandated to have at least one
school for the deaf and one for the blind.
Schools for the deaf put a particularly
strong emphasis on visual learning.
• Decision making is a complex, multi-tiered
process. This means that decision making
can be very slow and issues may emerge
at any level of the process.
Commentary
EXECUTIVE SUMMARY

Proof of efficacy is the first barrier to entry, with networking / implementation
being the second
While there are many steps between a pilot study and a classroom full of Touch Easel, the first are the
proving the efficacy of the hardware followed by implementation of an institution wide software back
end.
Sonzia will need to show the need for hardware first, and use this low margin activity and content to
incentivize clients to switch to a high margin Sonzia back end solution for all relevant devices.
Efficacy
Budget
IT Infrastructure
Existing Devices
Inertia/Politics
Primary barrier
to adoption
Secondary barriers
to adoption
Source: Stax interviews & analysis, Aug/Sept. 2013.
“We pride ourselves on being up on the latest solutions but we have not heard of Sonzia.”
—Educator, MA
Connectivity/Access Training Staff
Implementation
EXECUTIVE SUMMARY

Sonzia’s revenue from Hardware sales would rise, then fall as both cost and prices per
unit went down, keeping margins constant. The most promising revenue stream comes
from software with 3 basic assumptions – basic (1app), 3 apps, and 9 apps, all with clinical
level back ends, and the cost associated with it. At an average of $1,000/year per device
per app, revenue would very quickly grow to make Sonzia a very significant player.
Revenue is driven by hardware adoption, but comes from software sales
0.00%
0.50%
1.00%
1.50%
Y1 Y2 Y3 Y4
Share of Market1
0
10000
20000
30000
Y1 Y2 Y3 Y4
Units in the Field2
0
5
10
15
$2,500 $1,750 $1,250 $1,000
Hardware Revenue
($M) 3
0
10000
20000
Basic 3 apps 9 apps 21 apps
Software Revenue per
device4
1: Conservative assumption with funded sales force
2: Based on 1.7M residential geriatric care beds in US
3: Revenue of new units that year, with depreciation, assuming each sale is good for 5 years
4: Assumes 1/3 in-house software, and 2/3 partners with 15% Sonzia commission
0
20
40
60
80
100
120
140
Y1 Y2 Y3 Y4
Software Revenue per device4
Software revenue will drive Sonzia as we scale.
With estimates exceeding $100M per year with
some software penetration and 1% of the TAM
EXECUTIVE SUMMARY

Advantage Weakness Similarity Price
Competitive
Intensity
Multi OS support Very high price, no
focus on any market
supports multitouch
swiveling tables $8,000
Microsoft OS
Built for cooperation
Few supported apps
Cooperative
capabilties $5,000
Versatile furniture
Adjustable height
Built for computers
Adjustable angle
scholastic focus $500
Standard solution for
educational surfaces
Not interactive
standard scholastic
furniture
$100-
450
Focused on Disabilities ~$1000
Sonzia’s price point for tables is so far under the average costs of the existing interactive
table market that it is price competitive with furniture itself.
No true turnkey competitor exist but various players built comparable
software and hardware, though interoperability can be an issue
Low High
Low High
Low High
Low High
Without any clear solutions designed either for disabilities or education by competitors, Sonzia
is pursuing a white space strategy without fear of immediate followers into the space.
EXECUTIVE SUMMARY

Sonzia has developed a product that caters to the needs of those with the disabilities while also offering
software specifically designed for developmental therapy for each disability type.
Addressable Disabilities
Parkinson’s
Alzheimer’s
Hearing Impaired
Autism
Brain injuries
Stroke
Multiple Sclerosis
ALS
Down Syndrome
Developmental Delays
Mental Retardation
Auditory Processing
ADD
EXECUTIVE SUMMARY

Value Proposition

Sonzia makes the world accessible to people of all abilities,
delivering high margin content in the process
K-12 Content
Purchasing
Mechanism
Affordability
VALUE PROPOSITION

Children with hearing impairments, vision impairments, cognitive impairments and
ambulatory difficulties are more often enrolled in public schools than those without these
types of disabilities. However, children with disabilities also enroll in for-profit and
nonprofit private schools at a similar rate as those without disabilities.
Over 95% of disabled K-12 students are enrolled in public or
private schools
Learning Speech Autism Intellectual Emotional Hearing Visual Orthopedic
VALUE PROPOSITION: K-12

Touch Easel already delivers everything Android has to offer…
App Designed For How It Works
Speak It! SLD, Speech/Language
Disorders, Nonverbal
Autistic
Enter the text you want to say and press “Speak It!”
Autism Express Autism, Developmental
Delays
Encourages people with autism to recognize and
express emotions
TalkBack Visually impaired Helps the user navigate the touchscreen using audio
feedback
SoundFocus Hearing Impaired Figures out which sound frequencies you do not hear
well and improves the audio output to suit individual
hearing needs
Model Me Going
Places
Autism, Intellectual
Disabilities,
Developmental Delay
Visual teaching tool for navigating challenging
locations in the community. Each location contains a
photo slide show of children modeling appropriate
behavior
Behavioral
Tracker Pro
Autism Behavioral data collection app that allows behavioral
therapists, teachers or parents to track and graph
behaviors
Many therapeutic applications already exist on the Play Store and can be used with TE
VALUE PROPOSITION: CONTENT

Beyond the existing applications, Sonzia is forming partnerships with clinicians and
developers to create unique content. Clinical efficacy is the core of the Sonzia model and
comes with a focus on evidence based assessments of all partner apps.
Only partnerships can truly unlock the technology's potential
Research & Practice
• Sonzia has created custom content for those with developmental disabilities
designed in partnership with clinicians.
• Elias Arts is providing music and sound compatible with the needs of those with
sensory issues.
• Many other partnerships are in the works, Sonzia will announce relationships as
they are formalized.
Touch Easel is being deployed in the clinical research facility for Autism at Purdue.
The first goal will be to test their in house app: SPEAKall!. They are committed to
exploring the potential of the device in both clinical and research settings.
VALUE PROPOSITION: CONTENT

Clinics purchase software on a per user basis. In order to realize high margin clinical
software, Sonzia needs to develop an “App Store” to provide a way for facilities to
purchase software licenses for individuals per year.
Software purchasing is largely on a per user basis
“It is harder for me to install a free piece of software on our system than purchase a white board .”
– Teacher, MA
Partners
• Third party developers
interested in disabilities
• Advantageous revenue
model
– Current market is a race to the
bottom with focus on low cost
apps
– Sonzia platform is institutionally
driven and can charge more
– Ability to target customers most
at need with dedicated apps
• Several developers
Sonzia
• Android based OS to
leverage content store
– Lower TCO based on longevity
of hardware
– Sonzia Store allows per user
purchasing
• Remote App management
allows instructors to control
user experience fully
• Back end to support data
tracking, enabling high
margin analytics revenue
stream
Customer
• Software costs can scale to
reflect limited budgets of
client clinics
– Per user pricing means no
overspending on unused
software
– Remote app management
allows teachers to fully control
the educational experience of
students of any ability
– Back end tracking allows data
driven analytics to inform
clinicians and instructors on
progress
VALUE PROPOSITION: BACK END

Sonzia offers the world’s most affordable large scale, high accuracy touch technology.
This allows up to build devices for a fraction of what even tech giants like Google pay for
large scale screens.
The core of Sonzia hardware is the touch interface
Medium Scale
“Touch Tables” or tabletop computing has been
around for decades as a concept. Today several
companies produce them, all at very high costs.
• “The most expensive part of the touch table are the
capacitive screens. The glass alone can be
hundreds of dollars because it has to be incredibly
thin”
—Engineer, Competitor
• “The idea of using a large scale touch screen has
been a pipe dream for us for some time. For our
research, we had to use a group of iPads next to
each other due to cost.”
—Professor, US University
Large Scale
Sonzia technology can be scaled to fit an entire
room. It can create a truly immersive environment
for a fraction of the cost up to now, enabling
clinical use for the first time.
• “We have been looking for a way to transform a
wall into a video wall, never mind making it
interactive. This could open up a whole new world
for communication, therapy, and counseling.” —
Director of Autism Center, US University
• “The biggest barrier is getting curriculum people to
join in. We can all agree that they want some type
of system, but everyone has an opinion on how it
should be implemented and that leads to further
delays.” —Director of Instructional Tech., FL
VALUE PROPOSITION: COST

One of the main issues with technology purchasing is the repeated costs. For most tablets
and phones, the life expectancy of computer such as laptops or towers is more than
double that of tablets or phones. Bringing that lifespan up is a priority for administrators.
Built to be long lasting…
Total Cost of Ownership
• Purchasing decisions are made on the long term by a
team estimating the total cost of ownership over time
• Homogeneity and longevity are two of the most
important criteria for institutional decision makers
“We look at the cost over time. One of the most expensive
aspects of electronics in school is the cost of repeatedly
replacing devices.”
– Administrator, High School, CA
Sonzia is designing tools that are easy to maintain, upgrade, and even replace. Parts are standard, spares easy to come
by, and servicing can sometimes even be done by the client.
VALUE PROPOSITION: COST

K-12

There are millions of school aged children with disabilities in the US…

Students with special education need to improve their behavior, communication and relationships with
their environment. The development of customizable and adaptable applications tailored to them
provides many benefits as it helps mold the learning process to different cognitive, sensorial or mobility
impairments.
Each have different needs and must be understood as such
• 67,529,839 students ages 6 to 21 in the United States in Fall 2012
• 5,693,441 (8.4 percent) received special services under IDEA (Individuals with Disabilities
Education Act)
Specific Learning Disability - 2,268,098 (39.8 percent)
Speech or Language Impairment - 1,032,729 (18.1 percent)
Autism - 440,592 (7.7 percent)
Intellectual Disabilities - 415,697 (7.3 percent)
Emotional Disturbance - 359,389 (6.3 percent)
Multiple Disabilities - 124,722 (2.2 percent)
Developmental Delay - 122,901 (2.1 percent)
Hearing Impairments - 68,069 (1.2 percent)
Orthopedic Impairments - 52,052 (0.9 percent)
Visual Impairments - 24,987 (0.4 percent)
Traumatic Brain Injury - 25,020 (0.4 percent)
Deaf-blindness - 1,281 (0.02 percent)
Other - 757,904(13.3 percent)
Source: U.S. Census Bureau, 2010 American Community Survey.

Learning
DISABILITIES
Speech Autism Intellectual Emotional Hearing Visual Orthopedic
There are over 2.6 million children in America with a learning disability. Learning
disabilities present educational challenges ranging from struggling to read out loud or
understand the material to difficulty writing papers, essays, or using writing tools at all.
Specific Learning Disability
Definition
According to IDEA, SLD is “a disorder in one or more of the basic
psychological processes involved in understanding or in using
language, spoken or written, which disorder may manifest itself in the
imperfect ability to listen, think, speak, read, write, spell, or do
mathematical calculations. Such term includes such conditions as
perceptual disabilities, brain injury, minimal brain dysfunction,
dyslexia, and developmental aphasia. Such term does not include a
learning problem that is primarily the result of visual, hearing, or
motor disabilities, of mental retardation*, of emotional disturbance, or
of environmental, cultural, or economic disadvantage.” (20 U.S.C. §
1401 (30))
Affects 2.6 MILLION
Larger text, contrast settings and the availability of a touch
screen to use as a writing tool can aid students in reading
and writing.

Speech and language impairments present major obstacles to education. These types of
disabilities primarily impact communication, preventing students from giving or
understanding presentations, or participating in class discussions.
Speech or Language Impairment
Definition
“a communication disorder such as stuttering, impaired
articulation, a language impairment (entail difficulty
comprehending words properly, expressing oneself and
listening to others) or a voice impairment that adversely affects
a child’s educational performance.”
Affects 1.0 MILLION
Text-to-speech applications can help students with speech or
language impairments express themselves as intended.

Autism presents significant educational challenges ranging from social difficulty and
sensory issues to severe linguistic disabilities and outwardly disruptive behavior. Though
we do not clearly understand why, Autism rates have been rising exponentially.
Autism
Definition
“a developmental disability significantly affecting verbal and nonverbal
communication and social interaction, generally evident before age three,
that adversely affects a child’s educational performance. Other
characteristics often associated with autism are engaging in repetitive
activities and stereotyped movements, resistance to environmental
change or change in daily routines, and unusual responses to sensory
experiences. The term autism does not apply if the child’s educational
performance is adversely affected primarily because the child has an
emotional disturbance, as defined in [IDEA].”
Affects 440 THOUSAND
A multi-user touch screen would enable children to play
together, fostering collaborative play and an inclusive
environment. Students with autism can practice good
behaviors in a social environment. The Sonzia Sensory
Integrative Sound Library uses only clinically-approved
music and sound effects.

Intellectual disabilities offer some of the most challenging educational issues. Individuals
often has trouble understanding new concepts and the relationship between concepts
they already know. They often have a limited vocabulary, trouble communicating, and
difficulty accomplishing complex tasks.
Intellectual Disabilities
Definition
“significantly subaverage general intellectual functioning, existing
concurrently [at the same time] with deficits in adaptive behavior
and manifested during the developmental period, that adversely
affects a child’s educational performance.”
Inappropriate behaviors are often found in those with intellectual
disabilities. A virtual environment would provide a safe space to
practice behaviors and reinforce those that are most appropriate.Affects 416 THOUSAND

Emotional disturbances can be disruptive to a classroom. Affective disorders can prevent
a student from developing healthy relationships with peers and teachers. This in turn can
make learning very difficult, and can make the individual quite distraught.
Emotional Disturbance
Definition
A condition exhibiting one or more of the following characteristics
over a long period of time and to a marked degree that adversely
affects a child’s educational performance: (A) An inability to learn
that cannot be explained by intellectual, sensory, or health
factors. (B) An inability to build or maintain satisfactory
interpersonal relationships with peers and teachers. (C)
Inappropriate types of behavior or feelings under normal
circumstances. (D) A general pervasive mood of unhappiness or
depression. (E) A tendency to develop physical symptoms or fears
associated with personal or school problems.
An immersive relaxation environment coupled with emotional
reinforcement should be able to help calm the moments of
instability and bring back the person in the societal fold.
Affects 360 THOUSAND

Hearing impairment obviously affects one’s ability to be in a regular classroom. For many
without early language, grammar, spelling, and vocabulary are permanently affected.
Hearing Impairment
Definition
“an impairment in hearing, whether permanent or fluctuating,
that adversely affects a child’s educational performance but is
not included under the definition of ‘deafness.'”
Affects 68 THOUSAND
Text-to-speech applications can be installed to help hearing
impaired students understand more content. The large and
visually appealing Touch Easel can help hearing impaired
students read, write, and learn.

Students with visual impairment face difficulty in conceptualizing objects, reading,
operating calculators and word processing software, and safely moving around the
classroom.
Visual Impairment
Affects 25 THOUSAND
Definition
“an impairment in vision that, even with correction,
adversely affects a child’s educational performance.
The term includes both partial sight and blindness.”
Larger text and a visually appealing and immersive
interface would enable students with visual impairments to
use a type of technology from which they would otherwise
be excluded.

Students with orthopedic impairments face difficulties communicating effectively and
engaging physically with their surroundings.
Orthopedic Impairment
Definition
“a severe orthopedic impairment that adversely affects a child’s
educational performance. Includes impairments caused by a
congenital anomaly [birth defects], impairments caused by
disease (e.g., poliomyelitis, bone tuberculosis), and
impairments from other causes (e.g., cerebral palsy,
amputations, and fractures or burns that cause contractures).”
Affects 52 THOUSAND
The Touch Easel has swivel technology that enables it to
be used both as a horizontal surface or a vertical
immersive canvas. It is extremely sturdy and wheelchair-
accessible.

Seniors

Fully 79% of older adults who use the internet agree (47% strongly) with the
statement that “people without internet access are at a real disadvantage
because of all the information they might be missing.
Half of non-users (48%) agree that people lacking internet access are at a
disadvantage and missing out on important information
Seniors increasingly view the internet and other digital tools and
technology as essential resources that positively impact their daily life
“I can see this becoming huge in a few years. Just now we are starting to see people who are
interested in technology getting to the point where they can’t use it anymore. In 10 years that
will be everyone.” – Director of Nursing, Elderly Home

While smart phone use in seniors lags significantly behind use in the general population,
many more seniors use tablets, suggesting that tablets can bridge the “digital divide” and
break down some of the barriers that keep seniors from getting connected
The use of devices, and tablets in particular, is substantially reshaping
the market for digital content
Source: Tablet Ownership 2013, June 10, 2013, Pew Research Cente
• Using smart phones with touch screens can present significant
challenges for elderly users with low vision and musculoskeletal
disorders
• “The major implication for design is that current touch screen designs rest on
some assumptions that are often not present for elderly users: they are
sometimes not able to see what to do on a small screen, nor are they able
to push a small area in a way which is not too hard or soft, or too long or
short.” – Pew Research Center
• Using a desktop or laptop computer also presents major challenges
• “The dexterity required to control a mouse is really hard for some older
adults. A certain level of muscle control is needed. An some older adults have
shaking issues, in addition to muscle-control issues in their hands and arms” –
Sheila Cotton, Michigan State University Professor of Media and Information
SUMMARY OF KEY FINDINGS: K–12 MARKET LANDSCAPE

Visual impairment
Low Vision (K12 as well) is a significant barrier for Seniors using Digital
Technology
Visual Impairment
• Total Population ≥ 40 : 142,648,393
• AMD : 2,069,403
• Cataract : 24,409,978
• Diabetic Retinopathy : 7,685,237
• Glaucoma : 2,719,379
• Chief Complaints among 819 Low Vision patients surveyed at Wilmer Eye Institute at Johns
Hopkins School of Medicine: “Reading” – 66%, “Driving” – 28%, “Using Visual Assistive
Equipment” – 18%, “Mobility” – 16%
• Low Vision studies demonstrate that patients receive benefits from magnification,
improved contrast, and augmented lighting
• “Patients consistently read faster (P<0.003) on the Apple iPad with larger text sizes (size
24 or greater) when compared with paper. Patients chose the iPad to have the best
clarity and print paper as the easiest to use” – Researcher, 2013
 Tablets allow seniors to adjust text size, backlighting, and contrast to allow them to see
text better while reading or connecting socially with family and friends. Using tablet
technology can eliminate or reduce need for challenging visual assistive technology
SUMMARY OF KEY FINDINGS: WHO TO TARGET

Musculoskeletal Disease is a significant barrier for Seniors using Digital
Technology
Musculoskeletal
Disorders
Total U.S. Population > 65: 44,958,837
Hand Osteoarthritis : 3,600,000
Parkinson’s Disease : 625,000
Multiple Scleroma (MS) : 180,000
• Using smart phones and tablets designed to be gripped by the user can exacerbate
existing musculoskeletal problems
• Rubicon Consulting study in 2008 found that 1/10 users report thumb/hand pain from
texting
• Recent study conducted by Microsoft and the US Department of Environmental Health
shows that tabletusers have a higher potential for “neck and shoulder discomfort” v. using
a notebook or desktop computer. iPad users experienced greater neck and flexion angles
than using a traditional coputer, resulting in pain and posture issues
• Typical touch technology presents challenges for users with hand tremors
• Tablet with “Touch and Release” technology like Touch Easel would reduce errors from
accidental touches caused by tremors or shaking. Having a tablet that could be positioned
so that user can use in ergonomically correct and comfortable position would reduce risk
for developing or exacerbating musculoskeletal pain and disease

• 90% of seniors 65+ with household income of
more than $75,000 per year use internet
•39% of seniors 65+ with household income of
less than $30,000 use internet
Which seniors adopt technology?
Patterns of adopting technology in seniors cluster into 2 groups: higher income,
higher education, slightly younger and older, lower income, lower education
“We pride ourselves on being up on the latest solutions
but we have not heard of Sonzia.” —Educator, MA

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