By Chris Lee

Internet entrepreneur Martha Lane-Fox, still probably best known for her role in starting up Lastminute.com, has been busy in her role as “UK Digital Champion” for Race Online 2012, aiming to get every adult in the UK online in the next two years. Currently, ten million UK workers do not regularly access the Web, and Lane-Fox’s campaign has the support of the Prime Minister.

Race Online 2012’s manifesto for a “Networked Nation” pushes for industry, government and charities to work together to also get the disadvantaged and unemployed online so that they can be empowered and enjoy the same benefits and opportunities as the online population.

“Networked Nation is a rallying cry for the 40 million Internet users in the UK to help 10 million people who have yet to enjoy the huge benefits of the Web that the vast majority of us enjoy every day,” Lane-Fox said. “By getting more people online, everyone wins. Businesses are competing for more online customers. Government needs to deliver better for less. Charities want to support the people they serve better. So we are calling on them to work together and tackle the unfairness and lost opportunities caused by digital exclusion, and deliver positive social change.”

But how will this target be achieved and what does the digital industry think of the manifesto? NMK found overwhelming support in principle, although practical hurdles may prove difficult to overcome.

Win, win situation

Justin Cooke, chair of the British Interactive Media Association (BIMA), believes that getting ten million people online presents a commercial opportunities, as well as personal benefits for those currently without access to the Web.

“Everyone stands to gain; from the brands and media owners who can reach a larger audience, to the under privileged members of our society who are able to take advantage of all of the benefits that we take for granted,” he told NMK. “The creation of a networked nation is the single biggest thing we can do to ensure Britain is at the centre of the new global economy. We can all do our bit – from donating kit to teaching your granny to surf the Web or reaching out to someone less fortunate than you."

Driving entrepreneurship

Entertainment and digital media lawyer Clive Rich is upbeat about the manifesto, although is concerned whether funding will be available to implement it in the current economic climate. He also highlights two additional advantage of greater Internet access which he believes are not especially emphasises in the Race Online 2012 manifesto.

“It will help encourage entrepreneurial activity in the UK. 80 per cent of UK companies are SMEs (small to medium-sized enterprises) and we will only get through the present financial crisis on a long term basis if SMEs - especially digital ones - are encouraged to grow and prosper. Internet access is an indispensable part of this,” Rich said. “I believe that we live in a New Deal Economy where everybody needs deals with partners to succeed. So, partnership is the name of the game today. Greater Internet access as envisaged by the manifesto will make it much easier for UK businesses to find and execute the partnerships and deals they need to prosper in the New Deal Economy.”

Motivation

Peter Gradwell, managing director of business-focused Internet Service Provider (ISP) Gradwell, believes that Race Online 2012 still needs to convince those that choose not to use the Internet.

“I agree the key problem here is a lack of motivation and skills among certain groups, which is cited on page 37 of the report,” he told NMK. “However, Internet access is available everywhere and is free, so this shouldn’t necessarily be used as an excuse for people not to get online.”

Gradwell believe that half of 65-74 year-olds are not online for a number of reasons, including mobility or sight issues, or may just not want a computer in their home. He believes that the Web should not replace the human touch, for example, as for many people a visit to the Post Office is a major part of their social contact and should not be replaced by an online form. Race Online 2012 should therefore set out best practice for government use of the Web and make it more personal and video-orientated, Gradwell argues.

“This is not a technological or commercial problem. Race Online needs to set out the benefits to older people for using the Web and new technology. A great example of this is the new FaceTime adverts from Apple, showing older people making video phone calls to their grandchildren,” Gradwell added. “A good way to get elderly people online might be to increase the peer support and social activities available via the Internet. There is no mention of setting up self-help groups or ‘Internet-on-wheels services’. Perhaps in the same way people help with household chores, those more familiar with IT could go and help or teach Internet skills to this target audience.”