The Business Case for Adaptive Technology

Jim Fruchterman, Benetech

Adaptive Technology Different Approaches

The Business Case depends on the approach• Universal Design• Specific features• Scratch-built products

The Business Case depends on the markets• Seniors and children• High incidence disability• Low incidence disability

Universal Design Approach Easy business case

Designing for the broadest audience consistent with core product positioning• Served market expands• Ease of use benefits

Designers just need to think broadly about the customer• The customer is usually not well represented by the

designer

Minimal product cost impacts

Specific Feature ApproachAdding in features aimed at disabled consumers

Additional feature has relatively low cost• Easier to justify on marginal cost

Non-disabled users often use these features• Curb-cuts• Vibrating pagers (and cell phones)• Etc.

Regulatory requirements• Section 255 for telecommunications• Section 508 for federal procurements

Scratch-built ApproachMost challenging business case

Products designed for a specific disability group typically have smaller markets

Often required to meet needs• Wheelchairs are different• Standard product can’t be adapted

Small companies often target

PR benefits

Mass MarketAiming for the broadly typical consumer

The typical consumer is likely to not be a mid-forties white guy of average height, weight, strength & intelligence• By designing for a range of characteristics, the

base market is larger

Consumers can be temporarily disabled• In a meeting• Driving a car• Bright or loud conditions

Seniors, kids, shorter people, taller people: they add up!

High Incidence MarketsLarge population disabilities

Learning Disabilities

Hard of hearing

Low Vision

Wheelchairs

Low Incidence MarketsNarrow population disabilities

Blind

Deaf

Non-speaking

Multiple disabilities

Case Study: ArkenstoneOptical Character Recognition

1989 Market was under $1 million

Limited adoption of commercial product• Hardware adaptations• 1-2% of HP scanner market

• Grew to $5 million• Purchased by a roll-up: Freedom Scientific

Case Study: Henter JoyceScreen Readers

Small market

Still grew to 10+ M$ revenues• High margins

• Also purchased by Freedom Scientific

Case Study: Sunrise MedicalDurable Medical Equipment

Wheelchairs• Started as a rollup of five companies

Year 2000 revenues: $600 million plus• Markets to a range of disabilities

Founder left in 2000 to create Freedom Scientific• Richard Chandler

ConclusionAdaptive Technology --

Worth considering in every product plan

Range of options for entry

Can build and support mass market products

Business opportunities are real and worth pursuing