The Business Case for Accessibility, AbilityNet Webinar 28 Nov 2013

AbilityNet Accessibility Webinars www.abilitynet.org.uk/webinars

The business case for accessibility

AbilityNet Webinar

28 November 2013

AbilityNet Accessibility Webinars www.abilitynet.org.uk/webinars 2

Welcome

The Business Case for Accessibility

• Business case, not business strategy

• Winning hearts and minds inside the organisation

• Changing decision-making and culture inside your business


Welcome

Robin Christopherson, Head of Digital Inclusion, AbilityNet

Mark Walker, Marketing Manager, AbilityNet


Business case, not business strategy

Issues we will look at today

• Why should we consider the needs of disabled people?

• Why should we invest in accessibility?

• What are the potential benefits to our business?

The next steps you'll need to take yourself

• How can we adapt our business strategy?

• How can we make our websites and apps accessible?

• How can we develop accessible services and products?


• Accessibility Testing

• User Testing

• Design Reviews

• Desktop, Mobile and Tablet Integration

• Accessibility Accreditation

• Service Agreements

AbilityNet Accessibility ServicesReach every customer on every platform


Why you need to win the case

An accessible website is not the answer. It is simply a sign that some things are being done correctly.

The goal is a business strategy that embraces accessibility

• Responds to opportunities

• Recognises the business advantages of getting it right

• Is embedded in every decision about digital


The Marketplace: Global

“The disability market is big, with ample room to increase sales and profits for business. With 1.1 billion people globally having a disability, controlling over $4 trillion annually, this market is about the size of China.”

Rich Donovan, Founder and Chief Investment Officer at WingSail Capita

www.essentialaccessibility.com/newsletter/march/feature.htmlQuoted in an article from www.bbc.co.uk/ouch/opinion/disability-employment.shtml

http://www.bbc.co.uk/ouch/opinion/disability-employment.shtml





The Marketplace: UK

Disabled people

• Estimated 11.2 million people living with a disability

• Est 20% of people of working age

• Est £100bn p.a. [2005] spending power

• Ageing population


The Marketplace: UK

Changing mainstream consumer behaviour

• 56% of people would benefit from an adjustment to their computer

• Mobile computing - extreme environments

• Social - trust, loyalty, recommendation

• Digital by Default Government Services

• Usability, personalisation - changing expectations


Accessible ICT: Benefits to Business and Society

A major report from the OneVoice Coalition for Accessible ICT

Published 2010

Download from bit.ly/17KSQXu

http://bit.ly/17KSQXu




Accessible ICT: Benefits to Business and SocietyPublished in 2010

311 UK organisations contributed inc:

BAE Systems, BBC, British Airways, British Museum, BT, Business Link, Citizens Advice Bureau, Department for Environment, Food and Rural Affairs (Defra), Department for Work and Pensions (DWP), HM Revenue & Customs (HMRC), KPMG, Provident, Sainsbury’s, Smile Internet Bank, Unum, Virgin Atlantic


Accessible ICT: Benefits to Business and SocietySix key business benefits

1. Reach new markets

2. Maximise employee engagement and productivity

3. Provision high quality products and services

4. Improve supply chain management

5. Build partner and community relations

6. Minimise risk of legal action


Business benefits of accessibility

• Reach a wider audience – up to 20%

• Makes your site more useable for everyone – by 35%

• Platform independence – mobile to grow by 400% by 2015

• Reduces page weight, bandwidth and maintenance

• Improves search engine rankings

• Future-proof your site/app


Mitigate risk

• Reduced visibility/SEO

• Unhappy clients

• Bad user comments/ratings

• Bad publicity/brand damage


Legal risks

•Equality Act

•Disability Equality Duty

•Section 508

•Sale of goods, eg online-only offers

•Recruitment, eg job application process

•Employment, eg duty of care


Some examples

MyDonate Tesco Legal & General


Legal & General

• Relaunched accessible site

• 95% increase in life quote requests online

• 90% increase in Life Insurance sales online

• 100% return on investment in 12 months

• Saved 200k per annum on site maintenance (66% saving)

• Speed/Effort required to manage content reduced from an average of 5 days to 0.5 days per job


The risk if you don’t do it…

“What if someone gave you the opportunity to invest in China in 1975? With hindsight, would you take it?

“Success in China over the last 40 years took research, asset allocation and execution, in addition to good timing. It certainly did not happen overnight.

“The same process is occurring today in disability”

Rich Donovan

TheGlobal Economics of Disability


Your Questions


What next?

Contact us

• [email protected]

• [email protected]

• +44 (0) 1926 465 247

Next webinar

• Digital Accessibility 101: Where to start, what to do and why1pm GMT, Wednesday, Dec 11, 2013www.abilitynet.org.uk/webinars

AbilityNet Accessibility Webinars www.abilitynet.org.uk/webinars

Contact us

[email protected]

+44 (0) 1926 465 247

www.abilitynet.org.uk/webinars

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The Business Case for Accessibility, AbilityNet Webinar 28 Nov 2013

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