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Janessa Rivera
Gartner
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Robert van der Meulen
Gartner
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Gartner Says Companies Should Deploy Technologies to Address IT Accessibility
Assistive Technology Can Be of Benefit to All, Not Just People with Disabilities
STAMFORD, Conn., December 17, 2013 — Companies that address accessibility needs in their IT
product development are better positioned to leverage those same assistive technologies to mass market
solutions, according to Gartner, Inc. Gartner said that people with disabilities (PWD) are an underserved
market segment with one billion people worldwide. They and their immediate friends and family have an
annual disposable income of more than $8 trillion.
"People with disabilities make up 15 per cent of the world 's population and some of the assistive
technology marketed to people with disabilities can also be sold to the other 85 per cent of the population
that is "situationally disabled" by their environmental conditions, at work and at play," said Andrew
Johnson, managing vice president at Gartner. "Every day situational disabilities include listening to a
conference call in a noisy airport, or using a mobile phone while driving or while wearing gloves. In many
cases, assistive technology features will not only help mitigate common environmental factors, but can be
used as the foundation to improve security and enhance privacy for everyone.
"Additionally, businesses that create a workplace environment that is accessible for PWD can realise
increased productivity from nondisabled employees. Assistive tools by definition are designed to improve
the work environment. Some employers fear that accommodating PWD will result in high accommodation
costs, but evidence does not support these fears," Mr Johnson said.
"Assistive technology" is a term used to describe products and services used by individuals with disabilities
in order to perform functions that might otherwise be difficult or impossible. It includes hardware, software
and peripherals that assist PWD in accessing computers or other information technologies, at home and in
the workplace. Examples include keyboards with large keys, screen-reader software that reads text on a
phone or a computer screen, software that enlarges screen content, and products such as a text
telephone.
"The assistive technology market itself is vast, but the potential market size is considerably larger when
devices designed as assistive technology can have applications for the mass market," said Mr Johnson.
"Consider the impact that regulations for accessibility in web technology have had on device features.
Text-to-speech recognition not only allows sight-impaired people to listen to the printed word, but also
helps solve part of the distracted driving epidemic by delivering audio versions of text messages. Similarly,
optical character recognition that began with creating devices for the blind, but has expanded into
applications such as license plate recognition used by law enforcement."
Mr Johnson said that the size of the PWD market segment will increase in the coming years, partially as a
result of global aging. By 2050, 30 per cent of the population of 64 countries will be more than 60 years
old, an age where a greater percentage of people have disabilities. As the numbers of PWD increase, so
does the market opportunity.
-more-
Gartner has identified three basic approaches to the PWD market:
1. Customised solutions narrowly targeted to specific PWD types
Companies using this approach are usually smaller, have dedicated product development efforts
and use resellers that focus on the PWD market. Assistive technology is their core business that
might limit opportunities to the larger market but allows them to achieve their organisational goal of
innovating for the PWD market.
2. Mass-market solutions positioned with side benefits to PWD
Companies using this approach are usually larger, leverage existing features, tweak messaging
and use mass-market channels to appeal to disabled individuals and their family and support
network. They do not create products for PWD; rather, they embed accessibility features into their
products.
3. Line extensions with redesigned products for PWD
The line extension strategy is a hybrid approach where a mass-market product is modified to PWD.
While the approaches to accessibility may be varied, the trend toward IT consumption patterns that place
users at the centre will continue to drive consumer and enterprise IT requirements for the foreseeable
future. With the trend toward more human-centric design, accessibility and overall usability for the largest
percentage will become more important.
"Regardless of the go-to-market approach, the marketing organisation needs a keen understanding of the
PWD market and related government regulations," said Mr Johnson. "Suppliers should designate a
leadership position, such as a chief accessibility officer, to take the lead in educating the organisation and
customers on assistive technology. First step should be to evaluate your company's intellectual property
and product portfolios to assess how they can be leveraged to the PWD market. Consider various
business approaches ranging from licensing, manufacturing, partnerships and branded offerings."
More detailed analysis is available in the report "Market Trends: New Technologies Benefit Employees
and People with Disabilities.” The report is available on Gartner's web site at
http://www.gartner.com/document/2593617?ref=QuickSearch&sthkw=disabilities%20AND%20technologie
s.
About Gartner
Gartner, Inc. (NYSE: IT) is the world's leading information technology research and advisory company.
Gartner delivers the technology-related insight necessary for its clients to make the right decisions, every
day. From CIOs and senior IT leaders in corporations and government agencies, to business leaders in
high-tech and telecom enterprises and professional services firms, to technology investors, Gartner is a
valuable partner in more than 13,000 distinct organizations. Through the resources of Gartner Research,
Gartner Executive Programs, Gartner Consulting and Gartner Events, Gartner works with every client to
research, analyze and interpret the business of IT within the context of their individual role. Founded in
1979, Gartner is headquartered in Stamford, Connecticut, USA, and has 5,800 associates, including more
than 1,450 research analysts and consultants, and clients in 85 countries. For more information, visit
www.gartner.com.
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