"A highly accessible brand will succeed." Insight from Apple, Dot and Serviceplan

The service plan group, famous for its collaboration with the first smart media device "Dot" for the visually impaired, emphasized the importance of brand accessibility.

Ryu Ji-min (Global Partnership Director , Dot ), Daniela Rubion (Educator, APPLE), Alexander Schill (CCO , Serviceplan Group) stood together on the healthcare Insight stage of The Cannes Lions International Festival of Creativity, which opened on the 17th (local time).

"In the near future, accessibility will emerge as a key factor in app design," said Alexander Shill, CCO. "15% of the world's population is having difficulty accessing due to various types of obstacles, and the remaining 85% of people will also have improved accessibility. 

Starting with Apple, many companies are already investing in accessibility, but the reality is that 70% of websites are still not highly accessible.

Devices, webs and websites like the new technology should be accessible to anyone, he said. "Accessibility will be solved with easy and simple technology." the CCO said.

"You can check dot translation (translation) on the website, which is a technology that translates sites such as Wikipedia into Braille," said Ryu Ji-min, director of Dot Corporation. "We are currently testing it with the goal of commercialization." "The more people use machine learning technology, the higher the accuracy is," she said.  

Dot is a Korean startup that developed the world's first braille educational device "Dot Mini" and won two Gold Lions and one Silver Lions at Cannes Lions last year along with advertising agency Service Plan Korea.

Dot Mini is a smart device that can subscribe to all data in Braille form just by entering text data.

Director Ryu said, "I wanted to let many brands know the importance of accessibility through this stage."

Educator Daniela said "Everyone needs to be given a fair chance," added  "I hope that creativity will increase everyone's accessibility."

The 2019 Cannes Lions will be held in Cannes, France, until the 21st.

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