Australian Market
Deaf and mute people living in Australia and members of Deaf Australia Inc. or Australian Association of the Deaf have been identified as the target audience for such a smartphone. This category includes 16.6% of the country’s population (Deaf Children Australia, 2010). People with special needs should have an opportunity to communicate with other people through various options in their smartphone. Deaf Australia Inc. or Australian Association of the Deaf will provide information to our company how to introduce the smartphone to the market. Their acceptance of smartphone technologies is of great importance because most of the deaf and mute people are members of these associations.
According to the statistics presented by the Calson Analytics, Aust telecoms (2008), the Australian telecommunication industries, cover approximately 800 businesses with total employment of about 77 thousand workers. In addition, the Department of Broadband, Communication and the Digital Economy has also proved that the customers’ base is sufficient for introducing the new technology (Australian Goverment). In particular, the Australian Government (2011) strives to work out polices in the field of telecommunications directed at improving services for all Australian people with disabilities.
Rules and Regulations
Due to the fact that the Federal Communication Commission encourages the high level of accessibility to consumers with disabilities, the presented invention will be highly acknowledge by such organizations. Specifically, the FFC is subjected to the Access Board, an independent organization that is dedicated to encouraging consumers with disabilities (Rehabilitation Act n. d.). At this point, the Access Board of the FFC sets federal standards for information and electronic standards stipulated by the Rehabilitation Act (n. d.).
Hence, Section 508 runs that all the advanced technology should be procured, maintained, and developed with regard to the needs of the individuals with disabilities (Rehabilitation Act n. d.). In this respect, Smartphone designed for deaf and mute people accurately corresponds to the standards established by the access board of the Federal Communications Commissions. What is more important, the presented technological device greatly contributes to the current definition of the electronic and informational technologies (Rehabilitation Act n. d.). In particular, the presentation of the technical advances should be equally important to all categories of people to eliminate restrictions to people with impaired auditory capabilities.
Unlike the potential presented at the Chinese market, the Australian market creates a much more favorable environment for integrating the new technology and innovative techniques contributing to greater accommodation of people with visual and auditory impairments. Moreover, the Chinese smartphone market has been significantly intensified that there are no specific regulations and rules established for introducing devices for people with disabilities (Zheng 2011).
Possible Service Providers
With regard to the above regulations and the increasing importance of introducing technologies for people with disabilities, the most recognizable providers in Australia – Telstra, Optus, and Vodafone Hutchison Australia – can serve as potential producers of Smartphone for mute and deaf people (Australian Government 2011). Hence, these providers ensure high accessibility and telecommunication coverage all over the country including rural regions and many other regional highways and areas. Average percentage of media coverage in Australia is about 95%, which is a sufficient reason for introducing the presented products. In addition, this marketing segment will be profitable because people with disabilities constitute a tangible amount of consumers.
Competition
Smartphones have become an integral part of people’s lives all over the world. People with special needs can obtain an opportunity to communicate to others via a smartphone that would be aimed at helping them to do this easily. The presented marketing segment will be of increasing importance all over the world because the rules and regulations focus on creating equal conditions for people with disabilities and ensure normal life and working conditions. In this respect, smartphone for deaf and mute people contribute to creating new job and career possibilities which were impossible yet.
What is more important, the invented devices will be of high value for companies hiring people with restricted capabilities because this category of employees can work on equal conditions with the individuals without disabilities. The market potential will also increase because this product will surely be encouraged by a great number of non-profit organizations and the Australian government. Finally, the newly introduced device in Australia can become an excellent example for other economies. In this respect, the Australian market can increase its competitive edge and become the leading provider of telecommunication devices in the world.
Purchasing power of mute and deaf people in Australia
Economic aspects are important with regard to economic stability and purchasing power. Australia has experienced a steady economic growth placing it among the fastest growing economies of the world. The rapid economic growth has been attributed to various factors, such as a stable currency and low inflation rates, which have helped to create favourable business environment. This has a direct correlation with the consumers’ purchasing power as well as their spending patterns. The research carried out by the Australian Government has revealed that even low-income consumers with disabilities will be able to buy these specialized smartphones at an affordable price. Specifically, Telstra Company will have a number of products and devices for the individuals with low financial capabilities (Australian Government 2011).
References
Australian Government 2011, Mobile Phones, Web.
Caslon Analytics Aust Telecoms 2008, Statistics, Web.
Deaf Children Australia 2010. Deaf people and population, Web.
Rehabilitation Act n.d., Section 508 of the Rehabilitation Act 29 U.S.C., Web.
Zheng, A 2006 ‘In-Depth Analysis: Smartphones in China: Market Outlook and Consumer Behavior and Expectations’, Research Information, pp. 1-32.