Lightapp Pilot Introduction

Stakeholders• Intel (Tim Hatch, Tristan Wilkinson) • Chris Kent • Race Online (Natasha Innocent, Ben Carpenter)• Lightapp (Joshua Cooper, Mircea Bucur)• Age UK (Fiona Wood)• Circle Anglia (Claire Brine, Chris Ellison)• Finerday • BIS (Adrian Goodall)• MLA (Chris Fardon)

The facts• There are 10 million adults in the UK who have

never used the internet: more than a fifth of the population. Four million of those are among the most disadvantaged: 39% are over 65, 38% are unemployed and 19% are families with children

• There are 6.4 million over-65s in the UK who have never used the internet and they are most likely to be offline because they don’t think the internet is for them

• PwC estimate that getting everyone online would bring an economic benefit of at least £22billion to the UK economy

Source: Manifesto for a network Nation

Barriers to get people online• Most of the research conducted to into the barriers to

use of the internet has revolved around the same three key factors: lack of motivation, access and skills

• Affordability is a key factor, particularly for younger people, often those who are unemployed. Lack of confidence and skills is a very common reason, and this tends to be higher among older (retired) people.

Lightapp approach to SAM matrix• Lightapp box: reduces the skills requirements by using

a simplified user interface; also covers the Access area with an inexpensive, 0 maintenance cost solution

• Enabling people to use applications like Skype creates very powerful motivation factors in response to the need of communication, socializing and staying in touch with the families.

• Prepaid broadband: addressing the Access area with a simple, no contract, pay only what you use product

• Allows us to push content towards users: DirectGov, eSkills, online tax payment, online banking as well as customized landing via channel partners

Pilot objectives• To obtain feedback on key aspects of the

proposition: user interface, pricing model, delivery process

• To test the robustness of the hardware and software platforms

• To gather data about the customer engaging models with each potential channel partner

• To generate a study / white paper summarizing the findings – how the proposed solution respond to the specific needs of the tested market

Benefits for the participants• Each channel partner will have a direct, unbiased feedback

about the solution from their own target group members.• Housing associations could act as demand aggregators and

offer volume deals to their residents, creating economies of scale

• Age UK could provide a compelling one stop shop solution to help its target audience to overcome the SAM barriers

• Race Online would create a multiplying effect by facilitating the process amongst stakeholders and by disseminating the results of the pilot in the form of a white paper

• Intel would create a strong case for using low power embedded platforms in large scale deployments

Qualification criteria for the participants

• No existing broadband access• Preferably no PC in the house• Existing functional BT line• TV with HDMI connector (if not, VGA + external

speakers)• A phone socket in the living room – preferably in

the proximity of the TV set

The package• Lightapp box with power brick • USB webcam (connects to the Lightapp box)• Wireless keyboard• Installation and familiarization manual.• The broadband package:

• Wired router delivered via mail with power adaptor and network cable

Delivery process• Although the trial will be free, for the broadband

installation the users will be asked to place an installation order via a call centre.

• The lightapp boxes and the router will be delivered via post

• In one week from the order date the ADSL line will be activated and the router delivered via post thus the whole package will be ready for installation / activation

Data collection and conclusions• At the end of the trial the participants will be asked

to fill in a questionnaire• The purpose is to collect data about:

o The user experience in general and the user interface in particular

o How the technology used helped the users to overcome the barriers to being online

o Understand how the solution can be improved and what other needs should we consider

o Obtain feedback about the type of applications and content the users would like to have access to

Define pilot success indicators• x% of the participants decided to keep the

broadband services• y% of the participants were able to install the

product themselves just using the installation manuals

• z% of the participants fund the UI intuuitive and easy to use

• Based on the figures revealed by the pilot we decide the next action steps:o Review product features/pricing/delivery

processo Commercial launch with channel partners