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CR REPORT TO VF GROUPSPANISH SOCIAL PRODUCT & SERVICES

CONFIDENTIAL

MAY 2007

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We believe in the awesome potential of connecting the 2 billion who do, with the 4 billion who don’t.

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We believe that technology exists for the benefit of humankind & that empathy for the human condition is paramount to our success.

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We believe connecting is about human relationships,and helping people feel close to what matters

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We think about people, not users

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“Nokia connects people with very human technology to help them feel close”

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‘Human technology’ & ‘human’ are not new concepts for our brand

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‘Human technology’ has been in our brand proposition- as a benefit ….

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‘Our interest is in the future because we are going to spend the rest of our lives there’.

does the reality match the message?

Tsu-ka S

Sir Mick’s shopping bag

the realities of ageing

the realities of ageing

(Source: UN Population Division)

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YoYo’s

Jo Taylor

portrait of a YoYo

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through necessity

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45-69 – highest disposable income

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“The rich,fit,frisky generation”

“Why there’s never been a better time to be sixty …and never will again”

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and imaginative representation

Dove campaign for real beauty

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the impact of legislation

ADA (1990)

DDA (1995)

IYDP (1981)

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Some solutions• Customizable audible alerts• Vibrating alert• Visual alert• SMS

– predictive text input• E-mail• TTY compatibility (in US)• 3rd party devices (neckloops, SmartLink etc.)• Using mobile phone without hearing aid• Nokia Inductive Loopset• HAC compliance

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Loopset• Many hearing aid users have difficulties using phones in a

conventional way (i.e. handportable mode).– Poor signal to noise ratio (background noise from

environment)– Interference problem (buzzing sound due to radio

transmission)• Loopset is an accessory for Nokia phones that enables T-coil

equipped hearing aid users use a cellular phone and helps with both above mentioned problems.

• Loopset consist of a wire loop and a microphone.• Current flow in the wire loop creates a magnetic

field which is picked up by a T-coil of thehearing aid.

• From the phone point of view Loopsetworks like the headset.

Top 5 wish list of visually impaired

1. Voice Aid or screen reader working with every installed program

2. Clear keypad with good dot on number 5

3. Themes with bigger font size and high contrast colours

4. User manuals in an accessible format

5. Camera that can be used as a CCTV

(document reading camera)

Today´s reality

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Good keypad versus bad keypad

GOOD BADBADGOOD

5500

N72

E60N91

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Good keypad characteristics• Raised dots on keys, a standard method for visually impaired users

for finding the key 5 on phone keypad and keys F and J on QWERTY keyboards

• Separation: keys are far enough from each other but near enough to allow pressing any key with the thumb (single hand use)

• Depression: key presses perceivably down and gives a feedback• Resolution: keys are clearly above the phone surface and separate

from each other, or the center of the key is clearly above its edges• Scroll key reliability: joystick is more reliable than the five-way Navi-

key. Joystick must have some resistance when depressed.• Functional grouping: call keys and function keys like Edit and Clear,

must be clearly separated or big enough not to be confused with each other

• Volume control: separate volume control keys on the side are useful• Power key should be big and easily depressed (usually not)

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Consumer drivers

1. NEED FOR SIMPLE AND TRULY BENEFICIAL TECHNOLOGY:– Information society is moving from tech-driven to consumer driven.

Purchase decision is more and more based on benefits not on technology.• Style with substance and clear benefits.

• Consumers are increasingly turning their backs on products that are too difficult to use.

2. NEED FOR CULTURAL DIVERSITY & ACULTURAL OBJECTS:– Nations, cultures and religions keep mixing together. Need to mix the

symbols and fashions of the cultures in order to create culturally diverse or acultural products.

– Need for products that can be understood and used by all representatives of different cultures. Need for products that are discreet in all contexts.

3. CHANGES IN THE ATTITUDES OF AGING POPULATION:– Older people are becoming mentally younger– Teens are using products usually associated with older people.– Two out of three over 50-year-old Europeans think that companies don’t

take care of their needs when designing products and services.

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63% of mobile users say they don’t need a sophisticated phone – they just need it for voice calling and messaging

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Simple ≠ simplisticSimple ≠ basic

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“Making the simple complicated is commonplace, making the complicated simple, awesomely simple, that's creativity.”

Charles Mingus

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Design For All=

Universal Design=

Inclusive Design

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Inclusive Design• Inclusive design is about making one product to all people, despite

any possible disability or ‘normality’• Inclusive design is caring about diversity• The main principle is that the product is usable on its own without

support or instructions

• Inclusive Design is about quality, reliability, and security. Quality rather than novelty is key for universal products i.e. offering consumers true solutions to their problems.

• Practical technology (simplicity and functionality, ease of use are the key) and good looking design are focal factors when creating ‘universal’ products.

• The ideal of Inclusive Design is acultural, of being a story with a blank cultural content. The content of a product or a service is developed through taking universal content from any and every culture.

• The structure and form of Inclusive Design should be timeless, while remaining new and still on the edge.

Source: Plus-Track Jan-Dec 2006

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Inclusive Design combines:

• Adaptable Design is design that can be changed to fit the user, for example, through the adjustment of text size.

• Barrier-free Design or accessibility is design that has few or no obstacles for its use for people with disabilities.

• Ergonomic Design is design based on the physical, mental, and sensory characteristics of the human user.

• Life span or Trans-generational Design is design specifically planned for the mental, physical and sensory changes in abilities occurring with age.

Source: Plus-Track Jan-Dec 2006

Accessibility

A global approach to accessibility and usability in design and services

for customers with disabilities

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Accessibility“Though not new to Nokia,

accessibility continues both as part of our social responsibility strategy and our mainstream business. Today, where 18% of the population lives with recognized disability, our products could benefit more than 600 million people.”

– Olli-Pekka Kallasvuo, CEO Nokia Corporation

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Commitment Nokia is committed to pursuing accessibility solutions for all people, including individuals with disabilities. As an industry leader in product and user interface design, Nokia is proud to respond to the diverse needs of a global marketplace. At Nokia, “Connecting People” isn’t just our slogan. It’s our business.

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“Simplicity” is not simple!

• what is simple for one person may be complex for another

• most users do better with wider interfaces, but some may do better with narrower interfaces (Lewis, in press)