ECom-IComp Experts Address Series (2008-2009) ADC314, 3/F, Admiralty Learning Centre I HKU SPACE Admiralty Centre, 18 Harcourt Road, H.K 3 December 2008 e-inclusiveness - for some or for all? Who I am what I do Peter Olaf Looms DR 1 2 Who I am what I do Who I am what I do Work 50% at DR, Danish Broadcasting Corporation Strategic projects Danish Born in Engl Studied at Cambridge 3 4
Who I am what I do Who I am what I do W Work k 50% att DR DR, Danish D i h Broadcasting Corporation Strategic projects W Work k 50% att DR DR, Danish D i h Broadcasting Corporation Strategic projects Open stards for driven like PVRs (personal video recorders) Open stards for driven like PVRs (personal video recorders) on digital in Europe 5 6 Who I am what I do Who I am what I do W Work k 50% att DR DR, Danish D i h Broadcasting Corporation Strategic projects Teaching at academic institutions Open stards for driven like PVRs (personal video recorders) on digital in Europe Personal pocket media R&D project 7 IT University Copenhagen Danish D i h Technical T h i l University U i it University Hong Kong Murdoch University, Perth, WA UNITEC, Auckl, NZ INA, Paris, France 8
Who I am what I do Who I am what I do Teaching at academic institutions Independent consultant IT University Copenhagen Danish Technical University it University Hong Kong Murdoch University, Perth, WA UNITEC, Auckl, NZ INA, Paris, France Bring & communications 9 10 Who I am what I do Who I am what I do Independent consultant Independent consultant Media policy & strategy FAS Irel - Training & Employment Board (Media) Games development Video On Dem 11 12
1. What is the problem? 1. What is the problem? 13 14 1. What is the problem? 1. What is the problem? 15 16
1. What is the problem? 1. What is the problem? IT is not fully ible to all 17 18 1. What is the problem? Some need help 1. What is the problem? IT fers new options... THH 19 20
1. What is the problem? But first, what do we mean by e-inclusiveness? 1. What is the problem? e-inclusiveness ibility Practical acceptability Usefulness Usability Easy to learn Cost Easy to remember Compatibility Utility Efficient to use Product acceptability Reliability Error-free Enjoyable ibility Fun to use Social acceptability 21 Source: Simeon Keates & John Clarkson. Countering design exclusion - an introduction to inclusive design. Page 52. Springer Verlag London (2004). [Based on Jakob Nielsen (1993] 22 1. What is the problem? e-inclusiveness ibility E-inclusiveness Exclusion Practical acceptability Usefulness Usability Locomotion Cost Reach /stretch Compatibility Utility Dexterity Product acceptability Reliability Vision Enjoyable ibility Hearing Communication Social acceptability Intellect Source: Simeon Keates & John Clarkson. Countering design exclusion - an introduction to inclusive design. Page 52. Springer Verlag London (2004). [Based on Jakob Nielsen (1993] 23 24
E-inclusiveness Exclusion Exclusion 25 26 Exclusion Exclusion 27 28
Exclusion Exclusion 47 million in the 16+ age group i.e. 2.7% population 29 30 Exclusion Exclusion 31 32
Exclusion Exclusion 33 34 Exclusion Exclusion 35 36
Exclusion Exclusion 37 38 Exclusion Exclusion 39 40
Exclusion E-inclusiveness Exclusion Different definitions capacity impairment from one country to the next USA UK 19% 17% Hong Kong 4% 47 million in the 16+ age group i.e. approx. 10% population is excluded 41 42 E-inclusiveness: the rationale impairment need not be equated with disability E-inclusiveness: the rationale impairment need not be equated with disability Human rights Impairment: Perception Cognitive Motion Human rights Impairment: Perception Cognitive Motion Disability: Impairments that manifest themselves through h deliberate or inadvertant lack support by others 43 44
E-inclusiveness: the rationale impairment need not be equated with disability E-inclusiveness: the rationale Human rights recognizes respects the right persons with disabilities to benefit from measures designed to ensure their independence, social occupation integration participation in the life in the community. Assistive Assistive Inclusive: BBC fering subtitles on 100% their television. Benefits the deaf hard hearing Article 26 the Charter Fundamental Rights the European Union. Inclusive 45 46 E-inclusiveness: the rationale E-inclusiveness: the rationale Assistive Inclusive: Signing outside peak viewing ene Assistive: Programmes for people with impairments well away from prime time. Assistive Assistive Inclusive Inclusive A about skiing for the blind 47 48
E-inclusiveness: the rationale E-inclusiveness: the rationale Human rights Demographics Populations are aging Baby boomers Makes economic sense to ensure elderly are independent d for as long as possible Human rights Demographics Populations are aging Baby boomers Makes economic sense to ensure elderly are independent d for as long as possible The Business Case Legal requirements Corporate Social Responsibility s Costs & employees Markets 49 50 1. What is the problem? Conclusions 2. How can we be more inclusive? The case digital There are a number legal, ethical economic reasons for working towards e-inclusiveness 1. What are the problems people have when ing digital? 2. What are their causes? 3. What options do we have in the short medium term? 4. What would it take to get widespread ead adoption o? 51 52
2. How can we be more inclusive? The case digital The switch from analogue to digital will be largely complete in 2012 Source: Calculations based on data from Grundy, E, Ahlberg D, Ali M, Breeze E, Sloggett A (1999). Disbility in Great Britain: results from the 1996/97 Disability Follow-up to the Family Resources Survey. Charlesworth Group, Huddersfield, UK. 53 54 The political vision Digital after analogue shut-f Our view analogue shut-f 55 56
2. How can we be more inclusive? The case digital 57 58 2. How can we be more inclusive? Stakeholders see things from their own perspective Sunset solutions DRs problem: nogle af vores løsninger er på vej ud mens nye alternativer er på vej frem 1st generation MPEG 2 solutions (DVB-T, DVB-S, DVB-C) 2nd generation MPEG 4 solutions (2nd generation DVB) Hybrid DVB + IP solutions 59 Sunrise solutions 1995 2000 2005 2010 2015 IP, P2P IP, B2H (?) solutions 2020 2025 60
3. The options in the short to medium term the platforms they are delivered onhave a finite life 1st generation MPEG 2 solutions (DVB-T, DVB-S, DVB-C) 2008 2009 2010 2011 2012 2013 2014 61 62 63 64
65 66 67 68
69 70 3. The options in the short to medium term Some solutions are coming to the end their useful lives. Others are just emerging. 3. The options in the short to medium term Some solutions are coming to the end their useful lives. Others are just emerging. 1st generation MPEG 2 solutions (DVB-T, DVB-S, DVB-C) 1st generation MPEG 2 solutions (DVB-T, DVB-S, DVB-C) Great solution! But the cannot scale up Picture in picture (as part picture or overlay) needs to be reconsidered Teletext is no longer appropriate on flat panel s needs to be replaced by DVB-subtitles/Digital Text & requires some kind API 2008 2009 2010 2011 2012 2013 2014 71 2008 2009 2010 2011 2012 2013 2014 72
3. The options in the short to medium term Others are just emerging. Ugly Ducking Tiger Cub Tiger Cub Different Cuddly sweet at first Represents a threat when it grows up! Ugly Duckling Different Disliked at first Has a great future ahead! 3. The options in the short to medium term Mature - how long is their useful life? 1st generation MPEG 2 solutions (DVB-T, DVB-S, DVB-C) Identify the obstacles to take-up mature Examples best practice (how to be effective & efficient) 73 1995 2000 2005 2010 2015 2020 2025 74 3. The options in the short to medium term Spotting Ugly Ducklings for the medium term 3. The options in the short to medium term When do we switch? 2nd generation MPEG 4 solutions (2nd generation DVB) Hybrid DVB + IP solutions IP, P2P IP, B2H (?) solutions 1995 2000 2005 2010 2015 2020 2025 75 1995 2000 2005 2010 2015 2020 2025 76
Mature on 1st generation D 2009: Pilots in 4 territories Pro--concept for emerging 2009: Validation work in three territories 77 78 3. The options in the short to medium term Spotting Ugly Ducklings for the medium term Three success criteria: Maturity model for each Transmission Reception Use Viewer Documented value for end users Support for technological solution Sustainable business model All criteria need to be met, ; s to via about 79 80
Interviews with each the stakeholders Identify areas consensus Transmission Reception Use Viewer Transmission Reception Use Viewer, ; s to via about, ; s to via about 81 82 Identify areas good practice Which issues have to be addressed when? Transmission Reception Use Viewer Transmission Reception Use Viewer, ; s to via about, ; s to via about 83 84
A generic maturity model problems > causes > options > implications each Transmission Reception Use Viewer Transmission Reception Use Viewer, ; s to via about, ; s to via about 85 86 Transmission Reception Use Viewer Transmission Reception Use Viewer, ; s to via about, ; s to via about 87 88
Transmission Reception Use Viewer Transmission Reception Use Viewer, ; s to via about, ; s to via about 89 90 Transmission Reception Use Viewer Transmission Reception Use Viewer, ; s to via about, ; s to via about 91 92
About the consortium Transmission Reception Use Viewer, ; s to via about Brunel DR IRT RAI RBB Red Bee Media C UAB 93 94 ITU W3C 95 96
97 98 World Wide Web: W3C ibility Initiative ITU W3C Web Stards from the W3C: Web ibility Initiative (WAI) http://www.w3.org/wai/ Recent developments in speech synthesis: Speech Synthesis Markup Language (SSML) Version 1.1 http://www.w3.org/tr/2008/crw3 org/tr/2008/cr-speech-synthesis11-20081107/ synthesis11 20081107/ Recent developments in speech recognition: Pronunciation Lexicon Specification (PLS) Version 1.0 W3C Recommendation 14 October 2008 http://www.w3.org/tr/2008/rec-pronunciation-lexicon-20081014/ 99 100
Worst case scenario for on 1st 2nd generation digital! Thank you! 101 102 Contact particulars Peter Olaf Looms DR, Danish Broadcasting Corporation DR Media Strategy & Projects DR-Byen Emil Holms Kanal 20 DK-0999 Copenhagen C DENMARK E: poo@dr.dk, polooms@gmail.com M: +45 51 56 75 46 D: +45 35 20 83 66 103