Making Cyber Guide -Dogs

Extracted from the September/October 2001 edition of E.NZ Magazine with the permission of The Institute of Professional Engineers New Zealand. Article written by Richard Worrall.

The internet is largely useless if you can't see but New Zealand company Pulse Data International is a world leader in opening up the internet to the sight impaired. 

The endorsement of a global superstar such as Stevie Wonder is helping Christchurch-based Pulse Data International carve a lucrative and rapidly growing niche in the global market for electronic communications equipment aimed at sight-impaired people.

Pulse Data International specialise in the design and manufacture of high-technology communication and reading aids for blind and sight-impaired people, and is one of the world's leading suppliers of such products.

The company produces two main product lines. One is a range of portable electronic devices to allow blind people to communicate using Braille wherever and whenever they want to, including via the internet. The other is electronic magnifiers or large-print reading systems to allow poorly-sighted people to read books and other written information on a greatly enlarged scale using a TV or SVGA monitor. Other Pulse Data International products include screen-reading software and speech synthesisers.

Pulse Data International was established in January 1988 from the Blindness and Low Vision subsidiary of Wormald International NZ Limited, which was formed in 1976. The driving force behind the company is Dr Russell Smith, acknowledged as one of the world's leading authorities on the development of electronic devices to assist blind and partially-sighted people. Dr Smith studied sonar systems at Canterbury University and saw an opportunity to use this technology to help blind people.

Pulse Data International's Business Development Manager Greg Thompson says one of the keys to the company's success is their commitment to innovation. "Pulse Data International is recognised globally as the most innovative company in the marketplace. Right now we way ahead of our rivals in terms of product development." Timing is also crucial to success, he says.

"Older people, who make up a large percentage of our client base, are far more computer savvy than even a decade ago, so potential customers have much better understanding of how our products work and how they can be put to use."

Pulse Data International's first major breakthrough was the development of the world's first portable computer to incorporate synthesised speech, known as "Keynote Gold." Although this system predated the DOS operating system, its high-quality speech and comprehensive context-sensitive help capability were well ahead of any other products in the market at that time, says Mr Thompson.

Buoyed by the success of Keynote Gold, Pulse Data developed their electronic View Point magnifying system in 1991.This uses closed-circuit television technology to project an enlarged image of any object onto a monitor screen. The magnifying systems are designed to combat a condition known as macular degeneration, where the focal point of the eye is blocked leaving only peripheral images, diabetic retinopathy and other eye diseases.

This magnifying system was succeeded by progressively more advanced systems, starting in 1996 with the Smartview Video magnifier, which can be interfaced with computers using a purpose-built access kit. This allows users to switch between their word processor and enlarged reading material.

Other innovations and improvements were introduced in 2000 with the Smartview2 range. These models incorporate large, chunky, easy-to-use control knobs ideal for people with arthritis, an automatic focus option to further simply use, and a choice of black-and-white or SVGA monitors in different sizes.

The Smartview2 range includes five models. The latest, the 7000 model, represents a radical departure from the style of most standard magnifiers, says Mr Thompson. "With the 7000 series the monitor can be placed alongside the magnifier rather than on top, and the magnifier unit itself is far more compact, resembling a bedside or desk lamp."

Mr Thompson says designing to minimise the visual impact of the units is very important for some customers. "A lot of people don't like to advertise to visitors and even family members that they have a sight problem, and the 7000 model far more effectively disguises exactly what the machine is for."

Whereas the Smartview systems are based on a concept that is well established world-wide, Pulse Data International's VoiceNote and the more advanced BrailleNote set the company apart from its rivals. Slightly smaller than a laptop computer, these devices are portable electronic notepads, incorporating a tailored suite of software, keyboard and speech interface, built-in modems and PC interconnectivity.

VoiceNote comes in two models, and allows the user to create documents using either a standard computer keyboard or a Braille keyboard, with response delivered via high-quality synthesised speech.

The more sophisticated BrailleNote is the world's first MS Windows CE-based electronic notepad to provide the user with not only verbal response capability but also the capacity to receive information via an 18- or 32-cell Braille keyboard. "The user can communicate via Email, as well as download a document, and read what has been sent via other BrailleNote or VoiceNote machines or via a PC," says Mr Thompson.

As BrailleNote and VoiceNote use the Windows CE operating system, documents created on these devices are fully exchangeable with Windows applications such as Microsoft word. "Bill Gates saw BrailleNote at a trade show and was so impressed we have been able to forge a strategic alliance with Microsoft. This will see the companies working together to incorporate Microsoft E-Book capability, allowing users to read electronically downloaded books via speech or Braille cells, or both".

Pulse Data International's customer base ranges from partially-sighted or blind people wanting communication and reading assistance at home or work, through to government agencies, welfare agencies, libraries, schools and rehabilitation organization s.

So successful has Pulse Data International become in this specialized field, that 98 per cent of production is exported to customers spread across the globe. At the last count Pulse Data International's products were in use in more than 30 countries, and the company has sales offices in the United States, Canada, the United Kingdom, Germany, Sweden, the Netherlands, Australia and New Zealand. North America is the single biggest market, accounting for half of all sales.

While technically a niche market, Pulse Data International's potential sales base is still very large by New Zealand standards, with an estimated 45 million blind people world-wide, and a further 135 million classified as suffering from low vision. However, since their products cost between US$1500 for the cheapest magnifier and US$5000 for the top-of-the-range BrailleNote, the company's marketing effort has necessarily been confined to relatively high-income countries.

The market for BrailleNote and VoiceNote will expand further when non-English versions, including French, German, Spanish and Dutch, are made available later this year. Despite language barriers and price constraints, last year sales grew by more than 40 percent and similar growth is expected in the next year, according to Mr Thompson. "Almost all our current product range has been released in the last 18 months; and the market is growing with the ageing population in affluent countries."

The company also has high hopes of boosting sales through their acquisition of Humanware, a United States company that specialises in selling products for blind people. "Our BrailleNote product made up a significant percentage of Humanware sales, so it made sense for us to take over the company. This move alone will greatly increase North American sales."

In the longer term Mr Thompson sees immense potential for introducing Pulse Data International's product range into the mass-market retail sector. "At present most of our sales are through organization s or specialist low-vision retail outlets, but we believe the products have the potential to be sold in more mainstream outlets alongside everyday appliances."