TecAccess, Making the world of technology accessible
Why Is Apple Embracing the Community of People with Disabilities?
Debra Ruh, CEO of Ruh Global Communications, Founder of TecAccess
By Debra Ruh, CEO and Founder of Ruh Global Communications
Apple is said to be taking steps to make its iPhone and iPad more user-friendly for people with disabilities. Since the products all use touch screens, some with visual or mobility impairments can have trouble with the devices; however, in a recent filing with the U.S. Patent and Trademark Office, Apple has said it is seeking to patent a method for connecting its products to accessories that could act in place of a touch screen. I know their products have always been thoughtfully designed, with assistive technology included in all of their devices as a standard feature. Now it looks like they are planning to take it a step further – raising the bar for accessible mobile technology.
Apple and Accessibility Image from: www.rde.nsw.edu.au
So why does Apple care so much whether or not people with disabilities can use their products?
I recently joined the legions of Apple users by buying and falling in love with my iPad2. My son, a senior in VCU Arts College, has been a long-time fan of Apple products and encouraged me to give them a try. At first I was all thumbs and couldn’t even figure out simple things like cut and paste. I was a programmer for many years, and because of that I think the problem was that I was trying to make everything so complicated. I had been training myself for many, many years to navigate around my Windows based PCs, and I wasn’t expecting my iPad to be so intuitive. Don’t get me wrong I am still a big fan of my PC and Windows, but I do adore my iPad2.
My daughter, Sara Ruh, using different Apple Products simultaneously. Sara has Down Syndrome and loves the Accessibility Features that Apple’s Products offer
I didn’t have to go to Apple to get a tablet – there are some amazing tablets on the market that use Windows based operating systems. Still, I am a technologist and I have been reading all the amazing articles about how accessible the iPhones and iPads are for my community – the community of people with disabilities.
My husband and I have two children, Kevin 23 and Sara 24. Sara was born with Down syndrome and she has inspired me every day of my life. Sara took to the iPad2 like a fish to water. I was so surprised because as I fumbled along trying to make my PC brain work on the iPad she was just zooming along. Flipping on movies, eBooks, podcasts and music, and let me tell you she is an expert at purchasing items from iTunes. It was amazing to watch and I wondered how much better her education would have been if she would have had access to a device like the iPad.
As a parent, I am grateful to Apple for including her in the wonderful digital movement. She is saving her money to buy her own iPad so she can have full access. Now if only I could figure out how to lock her out of iTunes! (Guess I will have to ask Sara how to do that…)
Kevin and Sara Ruh as babies
Okay, so why does Apple care about someone like me – a middle aged, working mother of two children-one of which happens to have Down Syndrome?
Well, according to She-conomy, an online guide for marketing to women, women account for 85% of all consumer purchases, including everything from autos to health care.
Plus, like my own, 1 in 3 households in the US are impacted by someone with disabilities. Likewise, the 2000 U.S. Census reported that almost 42% of older adults (65+ years) have one or more disabilities. In fact, the percentage of people with disabilities is larger than any single ethnic, racial, or cultural group. At 19.3%, the number of people with disabilities exceeds the next largest group – Hispanic people (14.9%) – by a fairly wide margin.
In the UK, the numbers are also equally as large. For example — CSR Europe, a European business network of Corporate Social Responsibility, estimates that 8.6 million people (aged 16 and over) self-identify as having a disability, which translates into 15% of the population. Those over 50 years of age currently account for one fifth of the UK population, and they own more than 80 percent of the country’s asset wealth and are the group most likely to vote in general elections. Surprising to some, 33% of 50-60 year olds now have a disability.
In all of Europe it is estimated that at least 39 million people have a disability. It is also estimated that in every country 10 to 20 percent of the population has some form of disability, a number that is expected to grow.
National Organization on Disability
On a global scale, the National Organization on Disabilities says that this powerful group controls over $3 Trillion in discretionary income worldwide, and the numbers are growing.
Why would a company as smart as Apple care about this segment? I would say that it’s because it is providing them a solid return on investment and they are making a profit for their efforts. My family will certainly continue to buy their products – not only because they are convenient and easy to use, but because we choose to support companies that make their products and services accessible to ALL people.
Kudos to Apple – I wish them huge success in all of their future endeavors!
For further information about TecAccess and their current endeavors, visit their website at SSB Bart Group
To follow up on Debra Ruh’s current endeavors, follow her on social media: @DebraRuh or visit Ruh Global Communications
TecAccess, Making the world of technology accessibleDebra Ruh, CEO of Ruh Global Communications, Founder of TecAccess
Debra Ruh argues that making digital publishing available to a broader range of people with disabilities is good for a company’s image, and good for the bottom line.
The advent of print-on-demand (POD) and ebooks has gone some way to making books accessible to more people with disabilities (PwD), but there is a long way to go. Part of the problem is that people think of disability in extreme or narrow terms, such as blindness and deafness, when it also includes many other types of disability, such motor and cognitive impairment, and, in an ageing population, increasing cases of visual and hearing impairment. And part of the problem is that some publishers seem to consider accessibility something that has to be done to avoid litigation risk rather than understanding the real opportunities to expand business.
But it is a potentially huge market. Statistics show that more than half the global population has a connection to disability.
The American Association of People with Disabilities estimates that the number of people with disabilities impacts an estimated 1 in 3 households in the US.
Worldwide, this group numbers 500-750 million people.
People with disabilities have almost two times the spending power of teens and more than 17 times the spending power of tweens (ages 8-12) – two demographics often sought after by businesses.
The New York Times reported that spending by travelers with disabilities exceeds $13.6 billion annually.
Marketing studies of the Atlanta Paralympics (Solutions Marketing Group, 2003) reveal that even households with no disability connection felt goodwill towards companies that included people with disabilities in advertising and were more likely to buy their products.
WE Magazine, a lifestyle publication for people with disabilities, reports that people with disabilities spend $700 billion a year on technology.
And as we age, more people acquire disabilities. And as we age, more people acquire disabilities. And as we age, more people acquire disabilities. And as we age, more people acquire disabilities. And as we age, more people acquire disabilities.
According to AARP (formerly the American Association of Retired Persons), 4 million Americans
In the same Census, the percentage of PwD is larger than any single ethnic, racial or cultural group. At 19.3%, the number of people with disabilities exceeds the next largest group – Hispanic people (14.9%) – by a fairly wide margin.
And these numbers do not include the family and friends that support inclusion for people with disabilities.
There may also be unexpected benefits for publishers’ other customers. Many things that were designed for people with disabilities have, over time, benefi ted the
Debra Ruh with her daughter Sara turn 50 each year. Many adults will experience age-related physical changes that may aff ect hearing, vision, cognition and mobility after age 50. And while they may not think of themselves as having disabilities, they often seek out businesses that accommodate those changes by off ering more accessible services.
There are 76 million baby boomers in the US. AARP studies show that more than 46% of people over the age of 65 have a disability.
Likewise, the 2000 US Census reported that almost 42% of older adults (65+ years) have one or more disabilities. mainstream public too. Curb cuts were created for people using wheelchairs, but everyone uses them now – for strollers, shopping carts, vendors delivering to a store, etc.
Text-to-speech was created for people that could not communicate in the traditional manner, but now many kiosks and automobiles have this feature. My Toyota communicates with me via simple commands and the keyless entry is convenient for people with disabilities.
Captioning was created for people that are deaf or hard-of hearing, but is now used more widely – on TV’s in gyms, fast food restaurants and airports.
But sometimes the reverse can happen and something designed for the mainstream benefits people with disabilities. Outside the publishing world, one example is the front-loaded washing machine. A friend of mine, who is 3’ 11”, describes washing and drying clothes before the front-loaded washer and dryer were available. It is a funny story, but the interesting part for my purpose here is that she bought the front-loaded machines as soon as she saw them – even though she had not been in the market for these expensive purchases before. Of course ebooks and POD are also examples; created for mainstream.
It is a potentially huge market. Statistics show that more than half the global population has a connection to disability convenience, they have become invaluable for people with disabilities.
One company that has seen the business opportunities of embracing our community is Apple. It is said to be taking steps to make its iPhone and iPad more user-friendly for people with disabilities. Since the products all use touch screens, someone with visual or mobility impairments can have trouble with the devices. However, in a recent filing with the US Patent and Trademark Office, Apple has said it is seeking to patent a method for connecting its products to accessories that could act in place of a touch screen. Their products have always been thoughtfully designed, with assistive technology included in all of their devices as a standard feature. Now it looks like they are planning to take it a step further – raising the bar for accessible mobile technology.
Apple and Accessibility Image from: www.rde.nsw.edu.au
Why would a company as smart as Apple care so much about this market segment? I would say that it is because Apple is getting a solid return on investment. My family will certainly continue to buy their products – not only because they are convenient and easy to use, but because we choose to support companies that make their products and services accessible to all people.
My daughter, Sara Ruh, using different Apple Products simultaneously. Sara has Down Syndrome and loves the accessibility Apple offers
And there are examples from the publishing world too. Th e Hachette Book Group announced in June that it was making its website accessible to Americans with Disabilities, through a new alliance with eSSENTIAL Accessibility. A new tool will extend Hachette’s online services to individuals with physical disabilities.
“Readers are naturally curious about their favorite books and authors,” says David Young, Chairman and CEO of Hachette, “and our websites are rich with information. Providing the disability community with easy access to our sites helps foster the connection between reader and author. We are proud to be the first publisher to work with eSSENTIAL Accessibility in this initiative and to provide a more comprehensive service to our physically disabled customers.”
Apple and Hachette are leading the way and proving that this can be good for the bottom line. I hope others in the publishing community consider reaching out to and embracing this virtually untapped market; it could be a real game changer across the board.
Debra Ruh is the founder of TecAccess and founder and CEO of Ruh Global Communications Follow her blog at
With special comments from Sam Joehl, SSB Senior Accessibility Specialist.
I was perplexed when I read about a class action lawsuit against Walt Disney Parks & Resorts.
“On June 29, 2011, the United States District Court Central District of California certified a nationwide class of blind persons in a class action pending in Los Angeles against Walt Disney Parks & Resorts. The Plaintiffs expect to establish that thousands of patrons with visual impairments visit Disney’s parks, restaurants and hotels each year, and that the three named Plaintiffs’ claims are common to those of the much larger class. The Complaint does not seek money damages, but only compliance with ADA and other laws which require Disney to accommodate the needs of, and not discriminate against, its patrons with visual impairments.”
American Foundation for the Blind
Why the surprise? The American Foundation for the Blind (AFB) just awarded Disney with a 2011 Access Award. “Walt Disney Parks & Resorts in 2010 introduced a new device at its U.S. theme parks that provides audio description for its many spectacular—and hugely popular—rides and attractions. Guests with visual impairments who visit Walt Disney World® Resort in Florida and Disneyland® Resort in California can explore the parks with unprecedented freedom with the help of a 7.2-ounce wireless device. Disney’s Handheld Device provides audio descriptions of park surroundings and rides for guests with visual disabilities, closed captioning for guests who are deaf, as well as other access features at over 51 attractions domestically. Disney’s Handheld Device also lets guests choose the type of information they would like to receive about outdoor areas, from architectural elements to the location of the nearest restroom via an interactive audio menu.”
The new Audio Description Technology describes out door locations for Disney land park guests with visual disabilities Image from: http://disneyparks.disney.go.com/blog/
Sam Joehl had these comments on the subject:
“In the late 1990’s I visited Disney World’s Epcot Center with my family. They provided us with a Braille guidebook listing the countries and the cuisine served by the restaurants which allowed me to independently select where I wanted to dine for lunch. Disney was accommodating people with disabilities even back in the 1990s by providing guidebooks in accessible formats.
I think lawsuits like these have the potential to hurt the disability advocacy community more than help it just as the ADA lawsuit against Southwest Airlines did. The Disney suit falls into the same category of frivolous lawsuits as the NAD complaint against Netflix (who plan to caption 80 percent of their streaming content by year’s end and has offered subtitles on iOS devices since May of this year) and the NFB complaint against SSA which has one of the best Section 508 programs in the U.S. Federal Government.
All of these organizations obviously employ individuals who are deeply committed to ensure that their products and services are accessible, but they may have gaps in their accessibility policies, lack overarching corporate accessibility policies or lack enforcement of these policies across the entire organization.
Last month I went to a talk at Accessibility DC in which Dr. Chris Law presented his doctoral thesis about the business case for accessibility. Dr. Law studied organizations in Australia to determine why some were more successful at implementing end-to-end accessibility solutions than others. He came away with seven success factors which were present in every organization that implemented accessibility across their culture and their entire enterprise, and were not present in organizations that fell short of this objective in some area. More research needs to be done in this area to identify the criteria that results in effective end-to-end accessibility programs.
“Win win” We need to work with organizations rather than be quick to litigate. Image from: http://lflegal.com/negotiations/
We need to work with organizations to get these seven success factors implemented across their entire enterprise. Instead of attacking or threatening organizations which are making a concerted effort to implement accessibility, positive relationships should be formed with the individuals spearheading these efforts to increase their influence and fill in the gaps in their accessibility policies and their implementations.
The numerous accessibility successes which were borne out of structured negotiation agreements demonstrates that companies can be convinced to provide accessible solutions by fostering positive relationships instead of taking the route of litigation. Filing lawsuits against companies for not doing what they are already doing brands us accessibility advocates as the unreasonable hysterics we are often seen to be. Litigation should be saved for the companies who are unwilling to cooperate or who fight their legal requirements. The companies who are trying to do the right thing should be encouraged to do what they’re doing even better.”
So what can be done? How can we avoid sending mixed messages from our community of people with disabilities (PwD)? What can a company do to better understand and include PwD?
There are some logical steps: make inclusion a part of your company’s culture, include accessibility in your policies and procedures, add compliance language to all IT procurements, and make accessibility part of your service and product life cycles and development.
Disability Parking Sign at Disney. Image from: http://themagicalworldof.com/
Focus on all human touch points, HR systems, Intranet, Internet, Service Centers, Kiosks, eLearning, Online Services, Software applications, shareholder reports, marketing communications, PDF and other reports. Anywhere that you intersect with a person should have accessibility built into the process. Train your developers, testers, QA, programmers and anyone else adding content. Make inclusion and accessibility part of your organization’s culture.
Walt Disney Parks & Resorts has spent millions of dollars to include people with disabilities in their parks. They offer wheel chair rentals, services for guests with mobility, hearing and visual disabilities, lighting sensitivity, and special parking for guests with disabilities. To learn more about Disney efforts to provide accessibility visit http://www.Disneyland.Disney.go.com/help/access.
I am not here to argue the merits of the lawsuit but do think many will be confused by an award for excellence from AFB and then a lawsuit by members of the blind community.
For further information about TecAccess and their current endeavors, visit their website at SSB Bart Group
To follow up on Debra Ruh’s current endeavors, follow her on social media: @DebraRuh or visit Ruh Global Communications
By Debra Ruh, CEO and Founder of Ruh Global Communications
Debra Ruh, CEO of Ruh Global CommunicationsAmazon logo from: amazon.com
My family has been an Amazon customer for many years and I use the Kindle application. I was discouraged to learn that Amazon’s latest Kindle the Kindle Fire is once again NOT accessible to people with vision loss. I was shocked to read the NFB and AFB press release and blogs noting that Amazon Kindle Fire was not accessible to people with vision loss? How can that happen again? Accessibility has built accessible products and this process should have been built into the process life cycle?
National Federation of the Blind Condemns Lack of Access to New Kindle Fire, Baltimore, Maryland (September 29, 2011): Dr. Marc Maurer, President of the National Federation of the Blind, said: “Blind Americans have repeatedly asked Amazon to include accessibility for the blind in its Kindle product line. The feasibility of including accessibility in similar products has been demonstrated. The Department of Education and the Department of Justice have made it clear that Kindle devices cannot be purchased by educational institutions, libraries, and other entities covered by this country’s disability laws unless the devices are fully accessible. Despite all this, Amazon has released a brand new Kindle device, the Kindle Fire, which cannot be used by people who are blind. Enough! We condemn this latest action by Amazon and reiterate that we will not tolerate technological discrimination. The National Federation of the Blind seeks nothing less than equal access to all technology for blind people. It is one of the most critical civil rights issues facing blind Americans in the twenty-first century, and we will do everything in our power to see that this right is secured.”
AFB Access World MagazineNational Federation of the Blind – Image from: nfb.org/kindle-books
Darren Burton writes a blog for AFB: “I have written several articles in AFB’s AccessWorld Magazine chronicling the lack of accessibility of Amazon’s Kindle electronic book reading devices as they have evolved over the last few years. The original Kindle was completely inaccessible to blind people, and our community protested loudly and clearly. Amazon responded by adding some text-to-speech functionality to the second and third versions. Although that still did not lead to what I would call an accessible Kindle, the incremental improvements did give us some hope for the future.
Bookshare – image from www.bookshare.org
Unfortunately, that appears to have been wasted hope as Amazon recently announced the impending release of the new Kindle Fire. The Fire is a touch-screen version of their popular device, and I understand that this version will again be completely inaccessible to blind people. To be blunt, I am absolutely disgusted with Amazon, as they apparently have no shame. They have no excuse in this day and age, as it has already been proven by Apple that a touch screen tablet can be made accessible. Amazon knows very well that we expect equal access to their devices, and they turned their backs on us once again. It is simply outrageous that Amazon and others who create many of today’s electronic books also create barriers for millions of potential customers who are blind. For people with vision loss eager to read, I recommend ebooks from Apple’s iBooks app on the iPhone/Pod/Pad. Bookshare is also a great resource.” 1
As noted by NFB and AFB, the community has been through this situation with Amazon several times before. The first version of the Kindle was accessible and was applauded by the community of people with disabilities. The community also bought many of these devices. We were dismayed when they next version was inaccessible and the community voice their concerns.
“Arizona State University’s decision to use the Kindle 2 in a pilot program has drawn criticism from advocates for the blind, who say the electronic book reader is inaccessible to blind students. The National Federation of the Blind and the American Council of the Blind are seeking a preliminary injunction in federal court to stop ASU’s plan to use the device in place of traditional textbooks in three class sections. They say ASU’s decision to pilot the Kindle discriminates against blind students because they cannot access all of the device’s features. At issue is the Kindle’s navigation menu, which contains no audio option. A blind person cannot select a book or activate features such as the function to have the book read aloud. Advocacy groups want ASU to hold off until the device is fully accessible. They worry that if the pilot succeeds, more professors will start incorporating Kindles into their classrooms.”2
The debate raged and got international attention and Amazon finally decided to make the Kindle 2 accessible.
Kindle Text to Speech- Image from www.wikihow.com
“The Authors Guild has objected to the Kindle 2’s text-to-speech feature and Amazon — which also sells audiobooks — is giving publishers the ability to stop it working. Following objections from the Authors Guild in the US, Amazon has caved on the text-to-speech features of the new Kindle 2 ebook reader. It will now enable publishers and authors to disable the text-to-speech (TTS) function if they want. There shouldn’t be anything controversial about TTS: it’s been available on personal computers since the 1970s. It’s important to people who have impaired or no vision, but little used by anyone else. However, the Authors Guild argues that the audio rights for a book are different from the reading rights, even if the audio is provided by a software robot.”3
The community also took the time to praise Amazon after the made the Kindle accessible and we rewarded them by purchasing their products and services. See the following note by the NFB after Amazon released an accessible version.
“National Federation of the Blind Commends Amazon on Unveiling of New
A Kindle in a Bike Basket – Image from www.beyond-black-friday.com
Accessible Kindle, Baltimore, Maryland (July 29, 2010): The National Federation of the Blind (NFB) today commended Amazon on the unveiling of a new, accessible Kindle. Amazon announced Wednesday that the new Kindle will come equipped with a voice guide that reads all menu options aloud so blind and other print-disabled people can navigate the device menus. Dr. Marc Maurer, President of the National Federation of the Blind, said: “We commend Amazon on the unveiling of a new Kindle that blind and print-disabled people can use. In order to compete in today’s digital society, blind and print-disabled people must be able to access the same reading technologies as the sighted. The National Federation of the Blind has long been urging Amazon to make its reading device accessible, and we are pleased that our efforts have come to fruition.”4
It is a shame when the next version of an accessible product was released in an inaccessible version. 1 out of 3 households in the U.S. is impacted by disabilities. Worldwide, this group numbers 500-750 million people and is a key influencer of the public’s perceptions. The Internet has opened many opportunities and has greatly improved the quality of life for these users, but they still face barriers. You might think of disabilities in extreme terms such as blindness and deafness, but it also includes many others with visual or hearing impairments that are increasingly common in our aging population, and other challenges such motor and cognitive impairment. Can any organization afford to lose this audience?
Amazon is a wonderful company and I am sure they will make the new Amazon Kindle Fire accessible but it would be nice if it could become part of the process so that all future released will be accessible. It sends mixed messages to the community for the products to be released inaccessible and then after we make a fuss the product is made accessible. Why not just make is accessible from the beginning? We all want to buy and enjoy your products, please consider making all products and services accessible during the development life cycle.
To follow up on Debra Ruh’s current endeavors, follow her on social media: @DebraRuh or visit Ruh Global Communications
Debra Ruh, CEO of Ruh Global Communications, Founder of TecAccess
By Debra Ruh, Founder of TecAccess and CEO & Founder of Ruh Global Communications
Do you believe you were born for a purpose? I believe we all have many things to accomplish in our lives. Since I was a little girl I dreamed of being a Mom. I used to think all little girls dreamed of being a Mom but then I learned that some of my amazing friends had other dreams and realized that was okay because we each get to have dreams and then take steps to fulfill those dreams. I played with Barbie dolls at an early age and my Barbie would get married and have babies.
Debra Ruh as a child and growing up
When I got older and met my husband to be I told him that I wanted to have a baby. He was 6 years older than me and was also ready. I was 24 when we started “trying” to have a baby. We did not do anything special we just did not use birth control. It took us several years but finally we learned that I was pregnant. I was so thrilled and terrified—oh wait, maybe I am not ready—but ready or not we were pregnant.
I am an optimistic person and it never occurred to me that something could go wrong with my pregnancy. I had a wonderful pregnancy, feeling the baby grow inside me was a beautiful experience and I could not stop smiling and feeling like the luckiest person in the world. I remember we were going to wait to learn the sex of the baby and when we went to get the sonogram we told the technician we did not want to know. To be honest, I already knew in my bones that our baby was a boy. I knew because I consider myself very intuitive and a little bit psychic. So for months I had known it was a boy. After the sonogram we went into the lobby to leave and my husband Ed looked at me and said, “I know the sex of the baby.” I said, “What? How?” He said that when the technician looked at the baby she had referred to it once as a gender instead of a neutral term. I demanded that my husband tell me what he knew but he laughed at me and said, “No. You wanted to wait, so wait.” Well, being the mature adult that I was…I ran back into the room and demanded that the technician or doctor tell me the sex because I could not wait for 5 months to know if my husband Ed knew. They laughed at me and told me that we were having a girl. So much for my psychic powers. A girl? Really, a Girl? But I had known for months that this baby was a boy! It was funny how many plans and dreams I had already made based on the fact that she was a boy. I readjusted my dreams to have a girl play the main part. I was thrilled to be having a girl, just not as cocky about my psychic abilities.
A photo of Sara Ruh as a baby
Sara was born on Easter in the late 90’s. She was born about 3 weeks before we had all projected her arrival, but she was not premature. The poor little thing looked pretty rough. She was bloated from being in the birth channel for many hours and had forcep marks on her cheek; she looked like a little Sumo wrestler. When they did the Apgar test they gave her 6 out of 10 because they thought she had poor muscle tone. I remember looking at my precious baby after I had given birth and they had given me morphine. The weirdest thought quietly floated through my mind, “The baby looks like she has Down syndrome.” I immediately rejected that quiet whisper! I had never known anyone with Down syndrome and had no idea what those babies looked like; plus, wouldn’t the doctors know? I did not mention that whisper to anyone.
We named our precious gift Sara Renee. I wanted to be fancy and make it Renée, but the nurse asked my husband and he decided the fancy way was not necessary. So we brought our Sara Renee home and fell madly in love with her. She was the best thing that had ever happened to our family.
For months, we enjoyed this miracle of being parents. We dressed her in amazing outfits, took her to the park and the zoo, and threw ourselves into parenthood. We showed her off to anyone that would glance our way. What an amazing time. A male friend asked me one day, “Can you believe how much you fall in love with these babies?” The depth of my love for her was surprising. I knew that I would love her but the depth surprised and delighted me. We would do anything for this baby.
I took her in for her regular checkups. During her 4 month checkup one of the doctors became concerned because she was not gaining weight. He called it “Failure to Thrive,” and blamed it on breast feeding. I loved breast feeding her and refused to give it up completely so we agreed that I would supplement with a bottle. He told me that we had two weeks to show she could gain weight or he was admitting her to the hospital and I had to stop nursing her. So for two weeks we pushed food on Sara.
A photo of Young Debra Ruh and Sara Ruh as a baby
Ed took her back to the doctor and she had gained weight. However, the doctor wanted to do some tests because he was still concerned. Ed took Sara for additional testing and a few weeks later the nurse called me and said the doctor wanted to see us in his office that day at 2pm. I asked he why and she would not tell me. I figured it couldn’t be good news when a doctor demands you and your husband in his office. I started praying and I asked that small voice inside my head if everything was okay. That whisper came back saying, “Yes, everything is fine.”
Still, my head told me that when a doctor calls you into his office to talk about test results it’s going to be a scary meeting. The doctor quickly announced that Sara had a chromosomal syndrome called Down syndrome or Mongolism. He said, “Don’t worry, she’ll be easier to raise than a child with ADHD.” We thought, “What? Seriously? We are comparing disabilities and deciding which child is the easiest to raise?” He also said we could check into institutions but most people raised their Down syndrome babies at home. On our way home, my husband started to cry and that scared me more than the doctor’s office. I had witnessed my wonderful husband cry twice at that time; once when Sara was born and after the office visit. Marrying this man was the BEST move that I had ever made. He was and still is the love of my life and the gentlest soul I have ever met.
Our doctor sent Sara to be tested for other issues like heart problems. We were told she had the strongest heart that they had seen in a long time. Next we headed to the geneticist. The geneticist had a team of student doctors with her hovering all over Sara and it was unnerving to say the least. During the examination she told us that she would probably never walk or talk and that she might get pregnant at 16 because girls with Down syndrome tended to be promiscuous. I looked down at our precious baby sleeping in my arms and stood up and said, “Okay, we are done!” and left the room.
Debra Ruh and Sara Renee Ruh
We told our parents but did not tell others for many months because we wanted to have time to come to terms with the news. I had to once again reset my dreams for this baby. Maybe she wasn’t going to grow up get a PhD, marry and have 5 children and find a cure for cancer. Darn my daydreams. I remember driving through a fast food restaurant a few weeks after the diagnosis. The teenager leaned out of the drive through window and said, “Does your baby have Down syndrome? She is so cute. My brother has Down syndrome.” I smiled at her and said yes and then drove away like a crazy woman. I did not want her to have Down syndrome and certainly did not want people to be able to look at her and see she had Down syndrome. What a dumb name anyway—Down syndrome.
My husband and I had to walk the stages of grief and learn to accept the diagnosis. Plus we still had the cutest most amazing baby in the world. Nothing had changed, she was still Sara Renee. We enrolled her in a wonderful early intervention program run by Easter Seals.
Debra with New-born Kevin
Life proceeded on, and 15 months after Sara was born we had a new blessing, her brother Kevin.
When Sara entered middle school (6th grade) she was not reading or writing. We met with a transition team to plan out the last years of school and consider future employment options. Since she was not reading Sara had few options. Someone suggested a job bringing in shopping carts at a grocery store. I was shocked. Seriously? That is the goal for her to reach for? Those words haunted me and propelled me to create an IT firm that understood the value of employing people with disabilities.
Kevin and Sara Ruh
The company was named TecAccess and the majority of the team members were technologists with disabilities. Sometimes over 80% of our team were represented by people with disabilities. We focused on ensuring Internet, Communications and Technology (ICT) Accessibility. When ICT is not accessible to everyone including people with disabilities the digital divide widens. According to a World Health Organization (WHO) 2011 Study, 1 in 7 people in the world have a disability. According to the National Organization on Disabilities (NOD), 1 in 3 American Households are impacted, and this community is the largest minority community after women.
Sara Ruh, Chief Inspiration
TecAccess worked with multi-national organizations, federal, state, local and foreign governments, universities and non-profits. Sara speaks at conferences all over the world with me about why people with intellectual disabilities add value to the workforce. She also chatters on social media using Facebook, Linkedin and Twitter. She is now in her twenties, can walk and talk and has not made me a grandmother. She has taught me many life messages and touched the lives of many people. TecAccess merged with SSB BART Group, a former competitor that offers the same type of services and is also committed to employing people with disabilities. Sara has become a spokesperson for them and continues to add value in the lives of the people that she meets. She is a global leader and advocate for people with disabilities. She has spoken in Qatar, Germany and all over the United States. She has also won awards for her work including the Top 40 under 40 in Richmond, Virginia, the Award of Excellence in Advocacy from NorthStar Academy, and the Raby Award for most improved special education student in Hanover County, Virginia.
Sara and Kevin
I have been blessed to be Sara and Kevin’s Mom and with them in my lives all my dreams have come true. I have also been able to find great love in my life with their father and my husband of over 30 years. Plus, I have had the pleasure to follow my passion to help include people with disabilities in the global workforce and to be a Thought Leader in the ICT Accessibility field. I took my passion, joy, heartbreaks and opportunities and helped start a new industry. Sara is my North Star and she blesses me every single day.
To follow up on Debra Ruh’s current endeavors, follow her on social media: @DebraRuh or visit Ruh Global Communications
TecAccess, Making the world of technology accessible
Debra Ruh, CEO of TecAccess and her daughter, Sara Ruh
For many, the ability to telework — working remotely, usually from home, via computer — is viewed as a pleasant convenience, a benefit offered by progressive employers to enhance the work environment. But for the employees of TecAccess, it is a necessity of professional life.
“Commuting to work is annoying for many of us,” said TecAccess founder Debra Ruh. “But for most of my employees, it’s impossible.”
TecAccess, an electronics and information technology (E&IT) company, employs more than 30 associates, nearly all of whom have disabilities ranging from quadriplegia to cognitive disabilities. Many TecAccess employees, including market analyst Rosemary Musachio, require access to assistive technologies or personal care assistance that makes it difficult to work outside the home. Musachio, who has cerebral palsy, cannot speak or use her hands, but uses a word board and headpointer to communicate, both in her work for TecAccess and as a regular columnist for Sun Newspapers.
According to a 1997 U.S. Census Bureau report, the employment rate for adults aged 25 to 64 with a severe disability is just above 30 percent (and has hovered at this level for the past 12 years), with median earnings of $13,272, compared with an 84 percent employment rate for adults without disabilities, who also draw nearly $23,000 in median earnings. But constantly improving assistive technologies and a global telecommunications infrastructure have made access to higher paying, flexibly scheduled jobs more achievable.
And broadband, said Ruh, has made it practical.
About 70 percent of TecAccess associates use broadband to telecommute, collaborating with one another and with their clients. The remaining 30 percent, including Ruh herself, are dialing up and waiting not-so-patiently for broadband to become available in their areas.
“Broadband is so important to where we’re going. Some people think broadband is trendy, that it’s a nice convenience, but not really necessary,” Ruh said. “But not for TecAccess associates and for the millions of other people with disabilities.
“Broadband isn’t a luxury. Broadband is the difference between quality of life or not. It’s about being able to work and being able to interact in ways that haven’t always been possible for people with disabilities. One of our associates said to me, ‘You gave me my life back. You gave me my respect back.’ “
TecAccess specializes in information technology (IT) accessibility as well as compliance solutions for Section 508 of the U.S. Rehabilitation Act of 1973 and 1998, providing accessibility testing and assessment, training, engineering, policy review and consulting. Section 508 requires federal agencies to make their electronic and information technology accessible to people with disabilities. The quickly growing company’s clients include some well-known corporations, including Avaya, Wachovia, Verizon, Canon and Circuit City, not to mention U.S. government bodies, including the Navy, the Social Security Administration and the Department of Agriculture.
Sara Ruh, Chief Inspiration
Ruh, who started TecAccess in the late 1990s, was inspired by her daughter, Sara, who has Down Syndrome. Ruh, a former telecommunications and IT professional, realized that the future employment options for Sara were limited, so she decided to create an IT company that would hire mainly people with disabilities.
“People said, ‘Oh, open up a bakery, open up a T-shirt shop,” said Ruh. “But what do I know about cakes or clothing?”
Instead, Ruh created a company with a specialized mission and a compelling logic: evaluation and development of disability-accessible technologies by people with disabilities.
Originally, the company’s focus was on building accessible Web sites for companies, work that is clearly a perfect fit for the telecommuting model. But as the company expanded, they found an increasing number of their clients were looking for assistance in Section 508 compliance and the accessibility of technologies beyond the Internet. From there, growth has been rapid and exciting.
For example, one corporation that was working with TecAccess on various accessibility projects asked the company for its recommendation on the “dream copier.” If money were not a consideration, what would a totally accessible copier look like? Sean Stapleford, a TecAccess associate who is paralyzed from the neck down, came up with 15 pages of ideas, from symmetrical voice automation (the copier both responds to voice commands and provides voice prompts to assist users with tasks) to a copier that senses when it needs to be repaired and automatically contacts the technician, or in some cases, repairs itself.
Sean Stapleford and Debra Ruh
“The client brought Sean’s ideas to their engineers in Japan, who were really excited by what he suggested,” Ruh said. “They are actually building some of his ideas into their next design.”
Ruh is counting on broadband to continue to open doors for people with disabilities. True high-speed connectivity not only supports a “virtual office,” by allowing video conferencing and transmission of large files and applications between locations, but provides people with disabilities — typically a more isolated and under-served population — with more opportunities to interact socially, learn marketable skills and achieve increasing fiscal and social independence.
Ruh is excited about the possibilities for herself and her employees with fiber to the home. For now, she’d settle for access to a DSL line (she estimates that she’s contacted her local carrier no fewer than 30 times in the last year or so to see if broadband is available in her area yet!), but for the long term, she knows her associates, and millions of other individuals with disabilities, will need as much bandwidth as they can get.
“The technologies that assist people with disabilities are constantly improving, offering more options, more independence and more accessibility,” said Ruh. “If telecommunications can’t keep up with our technology, we might as well just slow down our technology. And that’s not going to happen. That can’t happen. So let’s make sure the telecommunications can keep up with us.”
As for TecAccess, Ruh and her associates continue to draw big corporate clients, with the dual goals of both improving technology accessibility as well as growing the employment opportunities for people with disabilities. Ruh has set her sights on developing a curriculum for training people with disabilities for information technology professions.
“It’s time for more companies like this, don’t you think?” said Ruh. “And without broadband, without the Internet, we could not have this company. We would not exist.”
For further information about TecAccess and their current endeavors, visit their website at SSB Bart Group
To follow up on Debra Ruh’s current endeavors, follow her on social media: @DebraRuh or visit Ruh Global Communications
TecAccess, Making the world of technology accessibleDebra Ruh, CEO of Ruh Global Communications, Founder of TecAccess
Debra Ruh makes high-tech available to those who are Disabled
TechAccess, works with businesses large and small to ensure the disabled can use their products.
By David Karas, Contributor / August 2, 2011
Christian Science Monitor
Debra Ruh, CEO of TecAccess and her daughter, Sara Ruh
Debra Ruh’s life changed dramatically when her four-month-old daughter, Sara, was diagnosed with Down syndrome.
While the news was devastating, Ms. Ruh decided to turn her family’s challenge into a blessing and a redirection.
Harnessing her technological expertise, Ruh started TecAccess, a company with the core mission of making Information and Communication Technologies more accessible, notably to those with disabilities.
“We make sure technology is accessible to everybody,” Ruh says. “Everything that we choose to put out on the internet [as well as the newest gadgets on the market] … all of that should be accessible to people with disabilities.”
Working with corporations and businesses large and small, Ruh’s Rockville, Va.-based company aims to ensure that those with any disabilities, whether physical, developmental, or mental, have the same access to web pages, videos, programs, and tech products as do those without disabilities.
Walgreens logo. Image from walgreens.com
Her firm has worked with prominent companies such as Canon, Dell, HP, Facebook, Twitter, YouTube, and Bank of America, among others, to help them meet accessibility mandates, serve as models for best practices, and reach an audience that is often left out of the market.
HP logo. Image from www.hp.com
Her firm has also studied the accessibility of websites for Best Buy, Walgreens, and CVS, among others.
“These large, multinational companies – they truly do want their products and services to be fully accessible,” says Ruh, adding that there is a business opportunity in broadening the market for a given company’s products. One in three American households is touched by a disability, Ruh says, making these families a sizable market.
It’s also important that those with disabilities have access to social media sites. “By not including people with disabilities, we are increasing the digital divide,” she says.
“Practice what you preach” has not been lost on Ruh: A majority of her own employees are disabled.
“We just welcome technologists with disabilities into our workforce,” Ruh says. Her staff includes members who are blind, hard of hearing, quadriplegic, and bipolar, as well as those diagnosed with traumatic brain injury, cerebral palsy, and severe depression.
Rosemary Musachio
“Companies still don’t see the value in employing people with disabilities,” she says, adding that her company sees it as making sense, especially given its mission.
Many people are not born with disabilities, but rather acquire them at some point in their lives, she says. But that does not mean they cannot be good employees whose expertise and skills can be harnessed.
SSB Bart Group Logo. Image from: www.ssbbartgroup.com/
The recession has hit her company hard, and Ruh has worked out a merger with another company with the same mission – SSB Bart Group. Today, the two function together, harnessing shared resources and client bases.
Ruh says she feels a purpose behind what she is doing and a calling that she strives to serve.
“I have a story that is unfolding, and I’ve been fascinated watching it unfold – and at times stressed out watching it unfold,” she says during a phone interview.
Sara and Kevin Ruh as Babies
At the center of that story is her daughter, Sara.
She recalls the shock that came after her daughter’s diagnosis, which neither she nor her husband had even considered during her pregnancy. While there have been struggles, Ruh says, she calls her daughter to be a blessing.
Sara Ruh, Chief Inspiration
“We’ve always lived our lives like that,” she says. “Sara was always a gift. It’s not a tragedy.”
Sara is now 24, and she remains the focal point of her mother’s efforts.
Ruh says there’s still a need for a better understanding of disabilities in America.
“We still tend to look at people with disabilities with sadness or the charity model,” she says. “People are still very uneducated on the topic … [but] there are too many people impacted to ignore it.”
For further information about TecAccess and their current endeavors, visit their website at SSB Bart Group
To follow up on Debra Ruh’s current endeavors, follow her on social media: @DebraRuh or visit Ruh Global Communications
TecAccess, Making the world of technology accessible
Abstract: Technology is accessible if it can be used just as effectively by people with disabilities as it can by those without. Many people are surprised to learn just how much of the world’s population is affected by a disability, and how valuable accessible design is to government, private industry, and educational institutions.
Rosemary Musachio using a head-pointer, which is simply a pointing stick mounted on a head strap that she uses to interact with a keyboard or a touchscreen.
To understand the impact one has to look no further than the World Health Organization which indicates that people with disabilities are the world’s fastest growing minority group. With the world’s population aging and the likelihood of developing a disability or other mobility limitations increasing with age, the growth in the number of people with disabilities can be expected to rise dramatically.
An inclusive and universal design approach to technology is critical to organizations wishing to serve the disabled population, and to tap into the many possibilities now made available through advancements in assistive technology.
The purpose of this paper is to review current and pending Worldwide Electronic and Information Technology (E&IT) Accessibility trends, regulation, standards and guidelines and understand their impact on the end user. The objective is to identify and analyze significant issues, risks and opportunities and to develop recommendations to assist E&IT decision makers in planning and positioning so that to take advantage of opportunities.
This paper will provide a baseline for monitoring trends in each of these areas and a repository of legislation, regulation, standards, guidelines and best practices to guide E&IT researchers in making decisions with regard to the accessibility of E&IT products, programs, services and information.
1. Introduction
Accessibility Key, image from AMAC Accessibility Solutions www.amacusg.org
Yet many people are still surprised to learn just how much of the world’s population is affected by a disability, and how valuable accessible design is to private industry, government, and educational institutions.
To understand the impact, one has to look no further than the World Health Organization (WHO) (2003) which indicates that people with disabilities are one of the largest and fastest growing minority groups. It is becoming clear that public and private entities who make their technology accessible can reach a largely untapped and underserved market, a demographic that represents both spending and voting power, a population that exhibits a strong desire to learn and improve despite facing physical and cognitive challenges (The Solution Marketing Group, 2007).
Approximately 750 million people live with disabilities of various types, says the World Health Organization (2003), and the number is increasing due to the rise of chronic diseases, injuries, war, car crashes, falls, violence and aging.
In recent years the international community has recognized the importance of reliable information on various aspects of disability prevention, rehabilitation and care, and most importantly the need to invest in assistive technology services that can ensure equality of opportunities and good quality of life for persons with disabilities.
As an example, the United Nations’ Millennium Declaration; the United Nations’ Standard Rules on the Equalization of Opportunities for Persons with Disabilities; International Classification of Functioning, Disability, and Health officially endorsed at the Fifty-fourth World Health Assembly in 2001; the United Nations World Programme of Action concerning Disabled Persons; the African Decade of Disabled Persons, 2000-2009; the Asian and Pacific Decade of Disabled Persons, 1993-2002; the New Asian Pacific Decade of Disabled Persons, 2003-2012; and the European Year of People with Disabilities, 2003 (United Nations Statistics Division, 2007).
An inclusive and universal design approach to technology is critical to both government agencies and private industry wishing to anticipate future needs of this growing population. By recognizing the importance of the protection and promotion of the rights and dignity of persons with disabilities through assistive technology, the world is just beginning to strengthen national policies, strategies, and programs along with an increase in awareness of the public at large of the importance of the issue of disability and assistive technology.
2. Findings
There are many types of disabilities:
Debra Ruh, Founder of TecAccess and CEO & Founder of Ruh Global with her daughter and inspiration, Sara Ruh who was born with Down Syndrome
Blindness and visual limitations
Deafness and hearing limitations
Speech limitations
Mobility limitations
Multiple limitations
A person with any one – or even all – of these disabilities can still enjoy the many benefits of goods, products, business, governmental services, and education when organizations take into consideration a few key points (National Institute on Disability and Rehabilitation Research, 2004).
Often times some of the most simple and cost effective solutions are ignored or overlooked, a mistake that organizations can no longer make when trying to attract, serve, and retain this loyal consumer base.
Many related laws, regulations and standards (LRS) for accessibility of electronic and information technology (E&IT) currently exist and are gaining significant recognition.
Most notably:
World Wide Web Consortium (W3C) Web Guidelines
Section 508 of the Rehabilitation Act of 1973, as amended
Section 255 of the Telecommunications Act of 1996
Americans with Disabilities Act of 1990
The Disability Discrimination Act (DDA) of the United Kingdom
The Federal Disability Discrimination Act of Australia (1992)
Canadian Human Rights Act of 1977
World Wide Web Consortium (W3C) Web Guidelines.
There is an increase of new accessibility laws, regulations, and standards being developed across most geographic regions of the world, in particular EMEA and Japan. However, it is widely publicized that these efforts are not being developed in a unified and consistent manner and therefore reports of fragmentation of these standards has become a major issue (United Nations Statistics Division, 2007).
Fragmentation of accessible E&IT laws, regulations, and standards is prevalent across all geographic regions, countries, and states. As a result, fragmentation has driven up costs due to E&IT vendors needing to develop and test their products to multiple standards, creating longer lead times for industry and consumers, and establishing a need for global standards harmonization.
Formalization of standards or efforts to create a “certification of compliance” vs. a “self declaration of conformance” for accessible E&IT products and services may continue to guide standards towards fragmentation. Risks associated with formalization of certification include; restricted innovation, increased costs, and delayed time to market.
Individuals and consumer groups are using non-E&IT legislation; Americans with Disabilities Act of 1990, the Disability Discrimination Act (DDA) of the United Kingdom and the Federal Disability Discrimination Act of Australia (1992), to satisfy E&IT accessibility-related grievances. These initiatives drive the momentum of E&IT accessibility standards.
Identification of key “players” to monitor, for example, governments and organizations whose efforts may realize the greatest impact on the adoption of common E&IT accessibility laws and standards.
Where environmental and privacy issues are more homogenous, issues around E&IT tend to be more disparate. Due to the many types of disabilities and age-related impairments, one size accessible product solution does not fit all.
Providing accessible E&IT products and services also benefits the growing population affected by age related impairments in addition to people with disabilities.
3. Opportunities
“Digital Native” image by Raminta Zebrauskas of AMAC Accessibility
Demand for accessible technology and services will continue to rise as governments move to meet the needs of citizens. According to Forrester Research (2003), there are several notable opportunities currently available for those successfully involved in this endeavor:
Provide and market accessible E&IT products and services as a market differentiator.
Leverage the growing global population of aging users of technology – E&IT as a separate market segment by providing accessible products and solutions.
Leverage accessibility solutions for the growing needs of mobile computing, i.e. PDAs, cell phones, low-bandwidth areas.
Sale of third party Assistive Technology products.
Gain loyalty of users of accessible products and features.
Working with enterprises that need to provide accommodations for their employees.
Web and Software Accessibility consulting opportunities which include provisions for design, remediation and services with specific public sectors.
Accessibility consulting opportunities which include provisions for design, remediation and services.
Partner with other 3rd party web consulting services.
Provide an all inclusive E&IT/Web Accessibility “solution package” to include standard products bundled with assistive technology products, and provides for installation, training, and support.
Improve efficiency and ease of use for all end users.
4. Defining the Market
Now that accessibility is evolving into a sound organizational practice for private industry and an efficient method of service delivery for governments, it is critical to be able define the growing market, and most important – understand how to reach this untapped consumer base.
Around the world more than 750 million people with disabilities are gaining recognition as a significant and growing market for products and services, and they are making their needs and expectations known. Using information and communication technology that is accessible is the fastest way in which to reach people with disabilities and the elderly.
A person with a guide dog after boarding a plane. Image from www.transportation.gov
Millions of people with disabilities regularly travel, shop, go to school, and eat out with family and friends. A study by the U.S. Department of Education found that one in five households in the U.S. is affected by a disability (US Census Bureau, 2003). The 2000 U.S. Census (nd) reported that almost 42% of older adults (65+ years) have one or more disabilities. In fact, in the US the percentage of people with disabilities is larger than any single ethnic, racial, or cultural group. At 19.3%, the number of people with disabilities exceeds the next largest group — Hispanic people (14.9%) — by a fairly wide margin (U.S. Department of Justice, 2005).
In the UK, CSR Europe (n.d.) estimates that 8.6 million people (aged 16 and over) self-indentify as having a disability, which translates into 15% of the population. By the year 2010, 40% of the UK population will be over 45 – the age at which incidence of disability increases. Those over 50 years of age currently account for one fifth of the UK population, and they own more than 80 percent of the country’s asset wealth and are the group most likely to vote in general elections. Surprising to some, 33% of 50-60 year olds now have a disability.
A Man with a disability receiving aid from an assistive canine while shopping . Image from: http://millennialmagazine.com
As pointed out by the U.S. Department of Justice (2005), as these numbers continue to grow, so does the spending and voting power of persons with disabilities. Examples of the global spending power of people with disabilities include:
United Kingdom: The Institute of Employment Studies reported that in 1999, Britons with disabilities had a disposable income total of £80 billion.
United States: The President’s Executive Committee on Employment of People with Disabilities says individuals with disabilities control well over $220 billion in discretionary income.
Australia: The Australian Bureau of Statistics estimated that Australians with disabilities have a discretionary income of at least AUS $26 billion.
Canada: The Conference Board of Canada reported that the combined annual disposable income of working-aged Canadians with disabilities was a minimum CAN $25 billion.
This growing demographic now represents additional business and profit for private enterprise, and a swelling consumer base for government agencies. Accessibility attracts not only people with disabilities, but also their families and friends. Like anyone else, people with disabilities often visit stores, restaurants, movie theaters, and other businesses accompanied by family or friends. This expands the potential market exponentially (The Solutions Marketing Group, 2007).
Recent trends demonstrate that everyone – people with and without disabilities — benefit when businesses give customers with disabilities an equal opportunity to obtain their goods, and governments provide equal access to services. By positively recognizing people of all ability levels — businesses, schools, and government agencies can make it easier for people with disabilities, as well as others, to more easily access and purchase the services or products they have to offer. In other words, accessibility pays dividends and makes good business and organizational sense.
Making it possible for customers with disabilities to access your goods and services is not only an important part of complying with international accessibility standards, but is also an important part of any organizational management plan.
A historical perspective of the advancements in accessibility shows that in the past we have built ramps and elevators in lieu of stairs for people with disabilities to better access goods and services. As the online landscape becomes a more critical aspect of daily life, it is now time that we build ramps to technology as well.
5. Perspectives from the Field
TecAccess, an international accessibility consultancy, recently conducted a brief survey to sample the opinions of people with disabilities when working with businesses, government agencies, and schools.
A sample of the responses included:
“There is a general lack of awareness about how people with disabilities function,” was the most common statement.
“There is little knowledge about how to write and speak with and about people with disabilities” was another.
“Most people are deficient in knowledge about assistive technologies.”
“There is a lack of patience in interacting with people with disabilities.”
“People don’t listen” or are “Too quick to try to reach a solution without understanding the problem.”
“No assistance for on-hand staff to answer questions and walk you to a specific area.”
“There are typically a lack of shopper assistants, mobility devices, and bar code scanners for people who are blind.”
“There is a deficiency in employee training with regard to disability awareness.”
“Some organizations don’t accept relay calls for people who are deaf or hard of hearing.”
“There is a lack of knowledgeable about accessibility features and devices.”
Moving forward, it is important to understand such responses in order to truly comprehend this audience. A key element to this critical step is to know the basic functionality of standard assistive technologies used by people with disabilities.
In its most general form, “assistive technologies” refers to variety of technology used by people with disabilities such as screen readers, speech recognition, and Telecommunication Devices for the Deaf (TDD) or TTY. By becoming familiar with these devices organizations can better understand how people with disabilities access and use programs, products, and services.
There are many types of assistive technology used by people with disabilities.
Examples include:
Augmented Output Devices
Screen readers (JAWS, Window Eyes)
Screen Magnification (MAGic, ZoomTEXT)
Braille displays
Visual representation of auditory information for people who are deaf or hard of hearing
Augmented Input Devices
Voice recognition (Dragon Naturally Speaking)
Student with headset using Dragon Naturally Speaking on a Laptop Image from www.setbc.org
Alternative keyboards
Alternative pointing devices
There are as many accommodations and assistive devices as there are forms of disabilities. It is therefore important not to forget that limitations come in many forms and organizations should be prepared to confront the many possibilities.
Its assistive technology examples such as these that demonstrate how services, programs, and products are not truly accessible until they are usable by everyone—this includes people with and without disabilities, many of whom use assistive devices. Best of all, accessibility aids more than those with disabilities.
It also aids:
Seniors using Social Media. Image from blog.sysomos.com
an active aging population
people who speak another language
people with low vision
people with learning disabilities
people with low bandwidth
In other words, accessibility assists everyone.
It is therefore critical for businesses, government agencies, and schools to understand the common problems encountered by people with disabilities. For example, if an organization is web-based or uses an IT component as part of sales management and customer outreach, then they should integrate all systems by configuring requirements and issues between assistive technologies used by consumers with disabilities (National Telecommunications and Information Administration, 2000).
This is actually much simpler than it sounds. There are numerous easy-to-implement and cost effective solutions that allow people with disabilities to easily navigate IT systems. This holds true naturally for all manners of communicating with individuals with disabilities – whether it is over the phone, in person, by mail or onsite. Most, if not all of potential issues, can be eliminated or improved upon by proper training of employees and staff that interact with people with disabilities, as well as marketing and sales teams that address consumers. This goes back to simply knowing your audience, their needs, and their challenges (NCI, nd).
6. Who’s Doing it Right?
Bart Simpson writing on a chalkboard- “I will adopt Best Practices”. Image from www.seeksafely.org
Best Practice Examples:
Hewlett Packard’s goal is to develop technology that can meet the growing demand and expectations of consumers worldwide, including people with disabilities and age-related issues.
HP provides extensive Executive Support:
For example, accessibility has become “proceduralized” at all levels of HP – from management to marketing – which maximizes the company’s potential to develop truly accessible electronic and information technology products.
HP uses what they call the “Total Customer Experience” or TCE. HP looks at all of the touch points, from how a customer selects their product, to how the customer will use their product.
HP also stresses Self Conformance – though not required by law, HP designs all products and websites towards Section 508 and W3C guidelines.
HP provides detailed VPATs/Supports the Buy Accessible Wizard – HP provides summary-level and detailed VPATs for all products through an online VPAT Database, and provides accessibility/VPAT information for all products through the GSA Buy Accessible Wizard (BAW).
HP logo. Image from www.hp.com
HP’s AT Partner Program – HP partners with over 50 AT vendors to develop assistive technology on HP technology (desktops, notebooks, handhelds, printers, scanners, etc). HP tests AT products and includes those results in their VPATs, and HP supports Microsoft and AT vendors in reporting their applications to next generation operating systems.
Similar to HP, IBM has also invested years in research to better understand the needs of people who experience a wide range of physical impairments or other difficulties that can affect their computer use and they continue to do so.
IBM logo. Image from www.ibm.com
IBM is an industry leader, serving as a best practice:
IBM’s slogan – Innovation for everyone. Enough Talk. Let’s Make it Happen. IBM has demonstrated an understanding of the wide range of differences and abilities of computer users, and has turned questions of accessibility upside down. “Instead of creating a world of ideal forms to which we then find ways for people to adapt themselves,” IBM asks, “Shouldn’t we be adapting the world to the people.”
IBM has pioneered the cause to open the world of information technology (IT) to more people, regardless of ability or disability. IBM’s long-standing commitment to people with disabilities began in 1914 when IBM hired its first employee with a disability, 76-years before the Americans with Disabilities Act (ADA). From its fair hiring practices, to its dedication to making products and services accessible, to its commitment to research, IBM has been an industry leader in the accessibility arena for more than 50 years.
For these efforts, IBM is the winner of the 21st Century Business Partner Award by Goodwill International. In addition, IBM is the winner of the Helen Keller Award, and countless Disability Employment Awareness Awards and Business Awards for Partnership Programs with People with Disabilities. Employees such as IBM’s Sr. Project Manager have received such distinctions as the National People with Disabilities Professional Achievers Award from the President of India.
What began early on as a philanthropic effort has evolved into a business transformation effort for IBM and its clients. IBM, along with all of private industry, is now seeing both the public and private sectors driving accessibility adoption.
In 2000, IBM merged existing accessibility groups to form a worldwide Accessibility Center with locations in the United States, Europe, Japan and Australia. The Accessibility Center fosters product accessibility, works toward the harmonization of worldwide standards, applies research technologies to solve problems experienced by people with disabilities, creates industry-focused solutions and generates accessibility awareness.
Helping people with disabilities access IT requires innovative technology. As part of the IBM Research organization, the Accessibility Center has a direct line to the scientists developing new technology. After promising ideas emerge from IBM Research, the Accessibility Center works with influencers, advocacy groups and clients to pilot these technologies. Successful pilot programs are turned into offerings that help more people access IT – regardless of ability or disability.
As accessibility has evolved into a business transformation effort, IBM has remained dedicated to recruiting and hiring people with disabilities and helping them to be successful in the workplace. IBM advocates for people who have disabilities by instituting and maintaining favorable hiring practices and sponsoring education and employment programs.
Similar to the success of IBM and HP, there are plenty of other best practices to be found within the U.S. Federal Government. The U.S. Patent and Trademark Office is one such accessibility success story. In fact, the USPTO has hired over 60 federal employees with disabilities due to their success.
The USPTO and its skilled employees today train vendors that do business with the government so that they too can “procedualrize” Section 508 and other accessibility law into their agency or business.
To assist in this process, the USPTO hosts hundreds of free training courses each year.
In 2005, over 2,000 participants – government employees as well as private contractors – received training in everything from accessible software and web development, to telecommunications and PDAs.
As a result, the contractors and vendors that participated in the accessibility trainings produced products faster, better, and cheaper than those that did not learn the benefits of accessible design.
The end result – accessibility is the law; but it also saves money, increases productivity, and improves the quality of the end product.
USPTO believes that the accessibility process should start from DAY 1. As a vendor begins to create their product, the USPTO will evaluate the progress so that there are no surprises when the product is finally tested.
The “evaluation team” keeps vendors on schedule, saving them time and money, so that the product is compliant before testing – opposed to other federal agencies that evaluate after testing, causing vendors to have to retrofit later.
Because of the USPTO’s standardized approach, private industry and government are more productive and fiscally efficient.
In fact, because of their ability to “standardize” Section 508 compliancy, the USPTO saves $19,000 per person a year, proving that it pays to make reasonable accommodations.
The USPTO calculates their cost savings now that they are building compliance up front and don’t have to pay for remediation and retrofitting. They have embraced Section 508 and other accessibility law from the beginning.
For these efforts, the USPTO earned the “Federal Government Best Practice for Outstanding Individual Federal Team,” and its E&IT Coordinator received the “Change Agent” Award by the Office of Civil Rights.
7. Results
By implementing some of these very simple and cost effective strategies, organizations can anticipate setting themselves apart – creating a market differentiator.
Organizations can increase government services and sales by demonstrating and documenting product accessibility.
Organizations can leverage a new market segment by demonstrating their leadership in the growing accessibility movement, and therefore capture a valuable consumer base that is currently up for grabs.
Organizations can increase their public image and socially conscious standing by demonstrating their embrace of all people – those with disabilities, those without disabilities, as well as those who may be aging and acquiring a disability for the first time in their lives.
Enables organizations to use accessible products to recruit and hire from an untapped, qualified labor pool.
Organizations will also gain loyalty of users and positive brand recognition from those who rely on their accessible products and services.
8. Recommendations
In carrying forward this message; there are key factors in developing a successful plan to promote your dedicated accessibility efforts.
First, you must promote your accessibility solution up front. Use it to set your organization apart, leverage the steps that you’ve taken, be proud of them, and make sure others are aware of your efforts.
Get the “right” people involved. Create an accessibility team, or host of experts on the topic. Partner with experts in the field, and whenever possible, ask a person with a disability how you’re doing – using a person with a disability to test the accessibility and usability of your product will allow your organization to use a firsthand perspective as to what does and does not work.
Become a trusted advisor, set yourself apart as experts on this topic, and leverage this knowledge to attract new customers, new employees, and new partners.
Understand the end user’s motivations and requirements. Understand that this market is no different from the rest of us.
There is also an increasing need to educate everyone from front line staff up to top level management in disability awareness and in some of the difficulties people with disabilities might encounter with your program, products, and services. It is important to educate these employees with such information so that they become more efficient, more comfortable, and more sympathetic to the concerns of people with disabilities.
Many issues relating to disability awareness and accessible technology can be fixed by properly training your employees and staff that interface with consumers. Topics should include:
Understanding the different types of disabilities and common issues relating to each area.
Be aware of hardware and software used to support these disabilities.
Understand system requirements and configuration issues between assistive technology and IT.
Present troubleshooting tips, checklists, and process for problem escalation.
Provide disability awareness training – for example, disability awareness training that uses simulation exercises works best, (such as putting people in wheelchairs or blindfolding them) in order to allow non-disabled people to have an idea of what having a specific disability may be like.
Lastly, it is important to remember that an organization’s accessibility efforts represent a unique selling proposition and proof point. It is therefore beneficial to promote your “disability-friendly story” based on your successful accessibility history and commitments. Promote your knowledge regarding disabilities and accessibility, emphasize your awareness of international disability movements, and publicize your accessible product knowledge.
9. Summary
In order to improve services and interaction with people with disabilities, it critical to understand and have the data in place that is representative of today’s market. The changing landscape of our current marketplace has resulted in a dramatic increase in the number of people who have disabilities and those acquiring disabilities for the first time in their lives as our population ages (Siegel, 1996).
It is now imperative that organizations understand and utilize assistive technologies while providing disability-friendly services, accessible solutions, and universally designed options for consumers and potential new consumers with disabilities and those with age-related limitations.
The advantages of effectively reaching people with disabilities are clear. If your goods and services prove to be functional and adaptable, and your support staff are familiar with and able to work with people with disabilities, then your organization stands to gain a tremendous marketplace advantage as this population continues to boom. In turn, organizations will increase loyalty to their goods and services, and ultimately their brand. Investing in relationships increasingly requires understanding of how to connect to consumers – with and without disabilities, as well as those who self-identify with having a disability, and those who do not. The benefits of attracting and maintaining consumers with disabilities extends beyond a niche audience, and moves firmly into supporting the needs of all people.
As people with disabilities drive the creation of new communities, they are forever changing the way we live, learn, work, and play. Increasingly, organizations are expanding their presence into emerging markets. Organizations are now serving populations that they have never before served. Every consumer is different. No two people have the same exact set of learning-styles, abilities, experiences, or educational background.
Good organizational management practices dictate that schools, businesses, and governments avoid unintentionally excluding large groups of consumers from accessing and using their product and service. Therefore, designing your goods and services with people with disabilities in mind can significantly increase the size of your audience, as well as the way in which you treat and manage your audience.
In conclusion, it is recommended that the reader remember and implement these examples and success stories, and to look within their respective organizational environments. Think about what you can do to better reach people with disabilities, and find creative ways to make it happen through accessible technology.
For further information about TecAccess and their current endeavors, visit their website at SSB Bart Group
To follow up on Debra Ruh’s current endeavors, follow her on social media: @DebraRuh or visit Ruh Global Communications
References
CSR Europe, (N.D.), Disability: Facts and figures, Retrieved March 1, 2007, from http://www.csreurope.org/csrinfo/csrdisability/DisabilityFactsandfigures/Forrester Research, (2003). The Market for Accessible Technology, Retrieved March 1, 2007, from http://www.microsoft.com/enable/research/phase1.aspx
National Telecommunications and Information Administration, (2000, October). Falling Through the Net: Toward Digital Inclusion, Retrieved March 1, from http://www.ntia.doc.gov/ntiahome/fttn00/Falling.htm#61
National Institute on Disability and Rehabilitation Research, (2004). NIDRR Chartbook, Retrieved March 1, 2007, from http://www.infouse.com/disabilitydata/workdisability.html
The Solutions Marketing Group, (2007). Benefits of disability marketing, Retrieved March 1, 2007, from http://disability-marketing.com/facts/
United Nations Statistics Division, (2007). Human Function and Disability, Retrieved March 1, 2007, from http://unstats.un.org/unsd/demographic/sconcerns/disability/disab2.asp
U.S. Census Bureau (2003). Anniversary of Americans with Disabilities Act, Retrieved March 1, 2007, from http://www.census.gov/Press-Release/www/2003/cb03ff-10.html
US Census Bureau (n.d.). American Fact Finder – Disability Data, Retrieved March 1, 2007, from http://factfinder.census.gov/home/saff/main.html?_lang=en
U.S. Department of Justice, (2005). Expanding Your Market: Customers with Disabilities Mean Business, Retrieved March 1, 2007, from http://www.usdoj.gov/crt/ada/buisstat.htm
World Health Organization, (2003). “Access to Rehabilitation for the 600 Million People Living with Disabilities,” Retrieved March 1, 2007, from http://www.who.int/mediacentre/notes/2003/np24/en
TecAccess, Making the world of technology accessible
Community Catalyst Award
Organization: TecAccess LLC
Debra Ruh, CEO of Ruh Global Communications, Founder of TecAccess
Name: Debra Ruh Title: CEO & Founder
1. What do you feel has been your most notable contribution to catalyzing positive tech-related community action or access in RVA in recent years?
TecAccess’s continuum of effort to make technology and technology-enabled access available to everyone in our society, particularly wounded warriors and the aging, is our contribution, and our business mode.
TecAcces got some significant national attention in 2009, including being named a Trailblazer in Dell’s “Take Your Own Path” campaign, helping shine light on Virginia as a center for innovation in technology access. Bringing positive national media attention to Virginia is our latest accomplishment, driven by our continuing work to make technology available to everyone. One example of that work is Virginia’s DVETS program, started several years ago and now a nationally-recognized platform.
Ultimately, it comes down to this: disabled citizens in Virginia, and across the globe, want to participate, be taxpayers, have a voice. We help them achieve that.
2. Describe the impact of that contribution on the RVA community.
We’ve put the region on the map as a successful example of the power of employing and engaging the disabled community. Best practices for the entire country are being developed and demonstrated by a Richmond company.
In the last three years, Virginia has gone from near the bottom in services to the disabled to a solid middle-of-the-pack, which is really aggressive progress. TecAccess has helped make that happen. We won a grant for Virginia’s Office of the Sr. Advisor on Disability Policy (Kaine administration) for career development for the disabled, which came about because of our efforts to establish best practices. Another achievement was getting Virginia recognized by the National Technical Assistance & Research Center at Rutgers University.
Our biggest impact is the public/private partnerships we help create, where we work to develop best practices for global technology-access efforts.
3. What motivated you to create or get involved in this program?
We wanted to demonstrate how a small for-profit company can make a big impact in an important global effort, particularly in hiring the disabled. That was our spark. We turned on a flashlight, and now it’s become a floodlight.
4. What risks have you seen with your involvement?
The risk is that we won’t achieve our mission. We’ve had to tighten our belts in the recent downturn, along with everyone else. Reinvention, opening new markets, re-tooling our processes, all of it became part of our daily work. We’re a risk-management IT company, with a new focus on how to both manage risk AND get recognized for being a market leader.
5. What are the future plans for this program?
We are looking to build TecAccess into a scalable business model that can be adopted by companies globally. Helping our disabled fellow citizens fully participate in the economic growth of our local, national, and worldwide economy is our goal.
6. Explain why you believe you should win this award.
The work that we do is incredibly powerful. Social entrepreneurship is our model, with both social good and the profit motive having equal weight. We’re doing things here in central VA that have global impact, demonstrating the positive impact of fully including everyone in economic growth, and the growth of human potential. We’re changing the world from right here in central Virginia.
7. 50-words-or-less
TecAccess makes technology accessible for all as a global leader in access for the disabled, including wounded warriors and the aging. Working to build public/private partnership to further its technology-access-for-all mission, TecAccess has been recognized internationally in the media, and by industry leaders like Microsoft and Dell.
To follow up on Debra Ruh’s current endeavors, follow her on social media: @DebraRuh or visit Ruh Global Communications
TecAccess, Making the world of technology accessible
Style Weekly Cover – Top 40 under 40
Rockville, VA – October 16, 2008 — Richmond, Virginia – Style Weekly has selected Sara Ruh, inspiration for TecAccess, as one of 2008 “Top 40 Under 40” award winners. Top 40 Under 40, which was launched by Style´s sister publication, Inside Business, is an annual tradition now organized by Style Weekly to honor rising young catalysts making a difference in both business and community.
“Sara Ruh´s business card lists her official job title as ´Inspiration.´ No single word could be more appropriate to describe this young Hanover resident born with Down syndrome,” writes Chris Dovi of Style Weekly. “In a society that just a few decades ago viewed people with her disability as little more than an unfortunate burden, Ruh pushes back.”
Sara Ruh, Chief Inspiration
“I´m just like everybody else,” says Ruh, whose high-energy activism has helped shape TecAccess into today´s leading—and most award-winning—accessibility and workforce solutions consultancy in the industry. “My disability allows me to see the world differently and with new ideas. I help give a voice to others that may not have the ability to speak. I want to make a difference in the world. I also believe that the world is a better place because I am part of it,” says Ruh.
Serving as both an international keynote speaker on the topic of disabilities, and a TecAccess employee, Sara travels the world with a mission to improve accessibility and employment options in competitive job fields in the community for others with disabilities. For these efforts Style Weekly selected Ruh as a Top 40 Under 40 award winner, making her the youngest person to receive the award. Ruh was greeted with a standing ovation at the Style Weekly award reception where fellow young catalysts shared their innovative ideas with the business community.
TecAccess is the most awarded risk management and accessibility consultancy in the world. TecAccess turns potential risks into a marketplace advantage through leading accessibility services and products. With a focus on Section 508 compliance, TecAccess makes Information and Communication Technologies (ICT) accessible to the world´s largest and fastest growing demographic – people with disabilities. TecAccess is a certified Woman-Owned and SBA certified 8(a) and Small Disadvantaged Business (SDB).
For further information about TecAccess, visit SSB Bart Group
To follow up on Debra Ruh’s current endeavors, follow her on social media: @DebraRuh or visit Ruh Global Communications
