In this principle, NYNEX articulates a goal of providing services and products that the broadest range of its customers can use. NYNEX is committed to providing high quality services to all customers. This principle will guide NYNEX in making products and services accessible to and useable by Americans with disabilities.
This, too, is an important goal. NYNEX is saying with this second principle that it will not only work to make new services accessible, but it will go back to services introduced in past months and years and decide which can and should be made more accessible. The Corporation's statement of these principles asserts: "NYNEX will conduct a thorough review, and make modifications where 'readily achievable'." The term "readily achievable" is used in the Telecommunications Act of 1996 (P.L. 104-104) in describing the standard by which communications companies are expected to make new services and equipment accessible. Significantly, NYNEX intends to do more: it will apply the same standard to existing services so as to broaden the impact of its services for people with disabilities. NYNEX's statement of these principles continues by saying: "If a modification is not 'readily achievable,' NYNEX will conduct a cost-benefit analysis to determine whether the modification should nonetheless be made. NYNEX will consult with users in conducting this review."
In this third principle, NYNEX commits to a common-sense approach in creating new services and new products. All evidence on the question indicates that designing something from scratch to be accessible is much less costly, and far more preferable, than is modifying it later. Here, NYNEX states that it will follow universal design criteria from the earliest design and product development stages so that future services and future products will be as accessible as is readily achievable. The Corporation's statement of these principles explains that a product design is accessible if it neither disadvantages nor stigmatizes any group of users; if it is easy to use; if it communicates information to users regardless of any limitations those users may have in the ways they can receive and process information; and if appropriate size and space is offered for reach, manipulation and use regardless of the user's body size, posture, or mobility.
With this principle, NYNEX commits to marketing to all NYNEX customers. Advertisements, commercials, bill inserts, and other communications to audiences that include people with disabilities will be accessible. This means captioning commercials on television, making bill inserts available in Braille and in large print, and offering TTY as well as voice numbers for customers to call if they have questions or needs.
NYNEX will encourage companies related to but not controlled by NYNEX to adopt these Principles. This final principle acknowledges that people with disabilities may be, and often are, stock owners, employees, contractors and suppliers as well as customers. For example, if a video were to be sent to employees' homes, as sometimes happens when an important new service is about to be launched, it will be captioned and also will be video described. (Video description adds spoken explanations that articulate what is happening on- screen, so that blind people can more easily follow the video.) The Corporation's statement of these principles adds that "Each business unit will be responsible for implementing "the five accessibility and universal design principles" and that business unit managers "will be encouraged to incorporate universal access in networks and network services." The statement goes on to add that "NYNEX's commitment to universal design will be communicated to suppliers. Suppliers of equipment will be directed to address specific issues of functional access for customers with disabilities as part of their contractual arrangements." In addition, NYNEX will continue to "participate in organizations which set standards, and will encourage those bodies to adopt standards which conform to the universal design concept."
The steps NYNEX is taking are the kinds of initiatives that will be needed throughout corporate America if the "Information Age" is to become as accessible to people with disabilities as the built environment now is becoming. Think of other companies whose products or services you use on a regular basis. Have these firms adopted universal design criteria? If not, consider bringing to their attention these five principles. Tell the companies: "I appreciate what NYNEX is doing. The Corporation respects and values my patronage. I hope your company will, too."