AT&T -- Connecting People, Communicating Ability

AT&T: Connecting People, Communicating Ability

By Joan Leotta

AT&T Wireless rep helping a senior use a wireless phone.

AT&T Wireless Rep, teaching a user how to use a wireless phone. Photo courtesy AT&T.

For as long as there have been telephones in America, there has been the company now known as AT&T, working toward bringing exciting communications technologies to the world. And just as the telephone company of the late 1800s strove to expand its services from local to long distance, the AT&T of the modern age expands horizons not only through cutting-edge products but also through state-of-the-art consideration for people with disabilities.

In the new millennium of global networking and wireless anywhere connectivity, AT&T reaches out to touch all segments of the world's connection-keen population. Not just relegated to a feel-good program or a limited regional effort, AT&T's disability-friendly equipment and policies stem from a desire to meet market demands across all demographics.

Colin Petheram, Director, AT&T External Affairs, explains that as the company's consumer base ages, many of these existing customers have the same needs as younger individuals with disabilities. So, the company made the decision to target efforts toward the aging and people with disabilities because "we realized that this is a growing market."

Partnership as leadership

Petheram recalls that Stan Sigman, at the time CEO of Cingular Wireless, took on the task of championing customers with disabilities and bringing these efforts to the forefront. What made that endeavor so successful was the combination of open communication with the disability community and the company's technological savvy.

AT&T's Advisory Panel on Access & Aging was formed to concentrate the company's various efforts that both welcome and equip this target market. "This panel gave us the ability to understand the market and to broaden our corporate thinking—to turn from thinking of reaching out to people with disabilities as a social obligation to realizing that the combined population of seniors and people with disabilities form a market segment with considerable buying power." Once that paradigm shift occurred, pursuing that market became an action "of joint interest—for the customers and the company alike."

Technological advances

Recognizing the dramatic role that appropriate technology can play in people's lives, AT&T began to consider how existing technologies can enhance the lives of people with disabilities and, conversely, how products designed with disability access in mind could benefit other consumers.

AT&T Wireless Rep, teaching a user how to use a wireless phone. Photo courtesy AT&T.

Petheram notes that when it comes to technology choices, "people today want the same things that everyone else in the market has. They do not want to stand out. They want something that enables them to be as mobile and active as everyone else."

For example, in response to customer needs, AT&T developed the Breeze: a simplified cell phone. Designed with elderly users in mind, the phone features just three buttons. Petheram relates that the company would see customers buying cell phones for their aging parents, who did not use them. The older generation seemed to wanted a less complicated device.

Not wanting to single out a particular age group, however, the company does not advertise the Breeze as "seniors-only" phone. Instead, AT&T leaders and customers alike recognize that, because they can be programmed to one touch for 911 and three buttons to dial frequently-called numbers, Breezes are also useful for some paraplegics.

Another product, developed after feedback from the deaf community, meets the needs of a broader range of techno-savvy users. Relates Petheram: "We now offer a text-only option for i-phone service, to allow those who are deaf or hard of hearing to use and pay for only the features they want: text and photos." These options also happen to be the popular among twenty-somethings, who can now opt out of auditory phone service.

Many in the disability community are grateful for AT&T's technological advances. Darren Burton of the American Federation for the Blind says, "AT&T has distinguished itself in the wireless arena by offering the expensive TALKS cell phone screen reader to its blind and visually impaired customers at no cost. AT&T is continuing this good work by now offering Code Factory's Mobile Speak and Mobile Magnifier" screen readers.

Customer Service Makes a Difference

AT&T recognizes that developing technology is not the end of the equation for serving consumers. Customer support that is both thoughtful and sensitive forms the underpinnings of most successful businesses. Petheram notes that when AT&T trains its representatives, the employees must understand what each customer needs and know what applications and technology will best serve the individual.

To provide tailored customer service that meets all consumer needs, AT&T's Nation's Mobility Center offers wireless assistance through direct voice, TTY, and e-mail. Representatives are given training in hearing aid compatibility, TTY equipment, Mobile Speak and Mobile Magnifier, and voice dial options. Upon request, bills may be made available in alternate formats such as Braille or large print. In many states, AT&T designates specific call centers for wireless customers with disabilities.

The same personal touch is apparent at AT&T mobility stores. "We have plans to reorganize our service so that the resources that the company has nationally can be better utilized by all of our customers," notes Petheram. "We are making these resources accessible on our website as well as in individual offices."

A 2006 grant provided to the Community Technology Centers' Network (CTCNet) typifies the kind of disability-friendly program that the AT&T Foundation engenders. This three-year, one-hundred million-dollar program, called AccessAll Initiative, allows CTCNet to develop hardware and software tools and resources aimed at serving people with a broad range of disabilities.

"Technology is the gateway to jobs, education and information in the 21 st century," said Laura Sanford, 2006 President of the Foundation. In a press release available at www.att.com/rss, she relates that the work done through this grant "will help ensure that Americans with physical or learning disabilities become familiar with and have access to assistive technologies in order to build skills that can improve their lives."

Employees: Another priority

The care given to customers mirrors the care taken to be inclusive within the AT&T family of employees as well. To that end, the company practices a broad outreach across ethnic, gender and disability lines. For example, through a partnership with the World Institute on Disability's Projecto Vision,

Once employees are hired and trained, the company utilizes Networking Groups to ensure the efficacy of its diversity efforts. Betty Dixon of the AT&T Diversity and Inclusion office says, "Employee Resource Groups are an integral part of AT&T's commitment to diversity and inclusion in the workplace, marketplace, and community, while reflecting the diversity of our workforce." These groups are open to all employees without regard to race, color creed, national origin, sex, age, sexual preference or orientation, marital status, physical or mental disability of veterans status.

In particular, the IDEAL ( Individuals with Disabilities Enabling Advocacy Link) is the AT&T Employee Resource Group that focuses on disability issues. Founded in 1989 by employees who wished to assist AT&T by reviewing products and services for accessibility, IDEAL has grown to also include community volunteerism, recruiting assistance, networking and mentoring projects, and representing AT&T at various external functions. Says Dixon, "Its mission is to enhance awareness and understanding of the challenges facing individuals with disabilities in the workplace."

Advisory Panel

The fourteen member panel consists of leaders in marketing, senior living, and disability fields, including Linda Mastandrea, a lawyer; Alfred Moye, a member of the Board of Directors of SeniorNet; Brenda Batat, Acting Executive Director of Hearing Loss Association of America, and Solutions Marketing Group's own Carmen Jones.

"The wide variety of people on the panel is its strength. For instance, when developing a product for persons with limited mobility, we also receive input from people who have worked in areas across disability lines and can help us see how a product can be used in many ways. The Panel also includes people who are engaged in public polity development and who are working on larger issues and people in seignior organizations—who cross ethnic lines as well. And, our members are drawn from not only better known groups such as AARP. For example, a member the National Hispanic Coalition on Aging has been on our panel."

Kristin Fabos, the executive director of Senior Net says, "We are pleased that companies such as AT&T are developing plans for seniors that enable them to affordably stay connected to their communities including family, friends, and children."

Customers can reach the company at www.wireless.att.com/disabilityresources or 866.241.6568, 866-241-6567 TTY to inquire about the latest technology available.

Edited by Mary-Louise Piner.