Ethicals considerations & innovations for older people
Monique Mai Group accessibility department, head of the international and operational marketing

content

part 1 part 2 part 3 part 4
what is the relation between ethics & accessibility to the communication for older people? the accessibility and design for all strategy overall common background a consistent and groupwide approah
part 5 the accessibility disposal
Ethics and e-inclusion Workshop, Slovania, 12 May 2008
1 what is ethics all about ?

ethics is more than :

being in fashion and following the herd being compliant with laws and regulations creating value by doing business the right way
ethics is important because it is based on :
shared values, action principles and personal behaviour for the benefit of our clients, shareholders, employees, communities and countries the effort to safeguard the environment and the needs of future generations
1 - what is ethics all about ? stakeholders expectations

regulation

compliance
management tool group values

ethics

culture

humanism brand identity

1 - what is accessibility to the communication for elderly people?
accessibility is : the fact a product can be used by all and any of our customers a forward-looking process with a simplification of access, great ergonomy, a straight-forward use a duty and an opportunity for all the employees : be performant and take in account the needs of the elderly people (brand value, innovation) stakes : introduce a differentiation versus our competitors, by addressing a huge market including the ageing population avoid specific cost adaptations and legal adaptations by integrating a total accessibility up-stream (Design for All) increase use and loyalty : a better proximity with our customers the opportunity to sell life services by our salesforce and to give more to society than just a product
2 the accessibility and design for all strategy

our commitments :

set up a policy of Design For All integrating accessibility from the very beginning into the creation process making the direct and indirect distribution channels accessible
accessibility strategy : accessibility integration into the Groups processes (from R&D to delivery) by :
screening all the Home, Personal and Technocenter current and new offers conceiving dedicated solutions, to be extended to all customers, in terms of ergonomy, simplicity and technology thanks to the Design for All concept (avoid specific cost adaptations and legal adaptations by integrating total accessibility up-stream) adaptating the at distance and retail shops distribution network

3 - overall background

quickly evolving market, from a public service monopoly to a hard competition market, a dominant position in many countries, growing pressure on management and teams to reach ambitious targets, common values : transparency, proximity to our customers

Ethics

in 2040, 33% of the European population will be over 60 years, ICT for inclusion, digital citizens rights, customers needs, innovation and NTIC legal aspects : European directives regarding access to NTIC and the information society, France : new concept of accessibility introduced by the law of 11/02/2005 on equality of chances more than 48% of the population over 50 in Europe declares that their needs are not met by manufacturers and service providers a rocketing market with increasing needs

Accessibility to the communication
4 - a consistent groupwide approach
corporate social responsibility
key element of our business improvement process

behaviours

governance

processes

accessibility
reconciliation of CSR, ethics, processes & marketing and performance for the benefits of the elderly people and the Group the accessibility disposal
4 - the group code of ethics
guidelines governing the Groups relationships / accessibility footprint

clients

France Telecom constantly evaluates and improves its products, services, technologies and methods it provides shareholders with intelligible, relevant and reliable information on a regular and timely basis in particular, it strives to prevent all forms of discrimination in employee hiring and promotion France Telecom strives to build lasting relationships with suppliers playing fair, being honest, and winning on the strength of product and service quality France Telecom respects the natural and cultural environments of the countries in which it operates

shareholders

employees

suppliers

competitors

environment

5 - the Groups accessibility organisation and disposal
a transversal department a dedicated team of 10 people and its own Accessibility 3P + 9 regional delegates, as well as correspondents in every pertinent entity of the Group R&D teams in favour of accessibility : identification and conception of new services, tools and use, reach the Groups goals, meet the customers needs operational marketing, communication & information, regulatory and europan affairs distribution network
151 shops labelled Solutions handicap and 3 fully dedicated ones called Arc-en-ciel a dedicated free toll number with 4 sales representatives : advice, after sale help for a part of the products (usage), sales. 2 websites : francetelecom.fr/autonomie & autonomie.francetelecom.com
products & services : the 7th edition of the catalogue

audition hearing

vision sight

parole speech

mobilit mobility

cognition

5 products & services : a few examples

CL 600

BB 500

Doro easy 316C

Siemens E365

Photophone

indicateur dappel

amplificateur dappel

voice assistant SPV C100

Nokia N95