Communications Crossroads - Winter 2007 - (Page 16)

However, the world changes fast. Several companies have recently introduced cell phones that are really just for phone calls—no pictures, movies, Internet access, music downloads. Verizon Wireless’ Coupe, introduced last summer, is “voice-centric.” It offers simplicity without sacriﬁcing style, according to Raney—slim, stylish, and “not an orthopedic shoe.” It has a tip calculator, voice recognition, alarm clock, world clock, and some interesting dedicated keys. One is for calls to 911 and three, positioned and colored to be very obvious, are for ICE (In Case of Emergency) numbers. The phone also has color-coded ports for headset and charger, as well as a bright-colored volume control—designed for anyone who gets frustrated with ordinary cell phone design. The company also introduced two calling plans aimed at the same market, called “America’s Choice 65 Plus Calling Plans,” which offer the airtime typically needed by these users. “Many people over 65 are high data users,” says Raney, “but we also know that there’s a segment out there that just may not be as tech-savvy. And they have asked us for this. For a smaller bucket of minutes.” Another company aiming at this market is Jitterbug, with special calling plans and a phone (also called Jitterbug) promoted as having been “designed to be the best telephone a “THE COMPETITIVE ADVANTAGE, THEN, IS NOT IN PROVIDING PRODUCTS AND SERVICES FOR THOSE WITH SPECIAL NEEDS, BUT IN PROVIDING THEM WELL.” cell phone can be.” One model looks like a bright-colored, large-buttoned version of a cell phone; another has only ﬁve buttons: Yes, No, Operator, Tow, and 911. for Customers with Disabilities (VCCD). At these centers, the staff is trained to offer products and services that are helpful to customers of various abilities, but more importantly, they are trained to recognize and address special needs. Call Center Manager Linda Mahoney and Outreach Manager Sara Coracero say that thorough and frequent training is important to their success. VCCD employees are trained extensively when they begin work, and there are frequent follow-ups. One such follow-up is the “Disability Panel.” In this quarterly program, the company brings in people from various agencies like Alzheimer’s Association. “People come in and say ‘this is my disability, and this is what I deal with every day, and here’s how you could help me make my life better’” explains Coracero. Physical Challenges In spite of improved expectations of longevity and health, some changes associated with age still occur. Fingers stiffen, sight dims, hearing diminishes—for some, if not all. Thus even technophiles may want different kinds of communications technology than they did when they were younger. The new phones aimed at the senior market offer not only technological simplicity, but big keys, big print, bright displays, color-coding. AT&T and Verizon already have strong programs for providing communications services to those with physical challenges. Petheram leads AT&T‘s customer advisory panel, “a group of about 12 people who are seen as community leaders for those with disabilities. The advisory panel provides guidance on what the target customers need as well as how to communicate with them effectively,” says Petheram. “Our advisory panel is kind of like people who are on the cutting edge. Their insight into accessible technology is a part of their jobs. NOT just getting the product out there, but giving people an insight as to how that product could help them.” Verizon follows a similar philosophy with their Verizon Call Centers Loss of Hearing For the hard of hearing, AT&T offers a phone that ﬂashes rather than rings. For those who don’t hear well enough to use a voice phone, the traditional accommodation is the TTY (teletypewriter). The customer types a message, which is relayed to an operator, who then passes the message to the intended recipient. Today, the advent of video technology means that if both parties have videophones, they can chat in American Sign Language (ASL), without the need to translate in and out of text. Figure 2: The Coupe, a voice-centric phone from Verizon Wireless 16 COMMUNICATIONS CROSSROADS www.ustelecom.org http://www.ustelecom.org

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Communications Crossroads Winter 2007 Up Front Contents Cover Story: Billing Redux Business Advantages: Reaching Consumers with Special Needs Technology Today: Femtocells: The Jury’s Still Out Industry Calendar Index to Advertisers TELECOMPAC

Communications Crossroads - Winter 2007

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