 This is about your everyday life Can you operate The advanced functions of your TV set at home with ease Can you understand the tech talk from your mobile? telecom provider Well Woman are going to free us from these hassles and I would try to explain why and how The world is turning female womanomics The emerging buying power of woman is a huge opportunity Also for tech industries better education Better jobs higher income make woman a rapidly emerging buying power and a driver for innovation so woman by Tech products but these tragic products are made by man Why is this a challenge? It's a challenge because women feel they get a Bad user experience. They don't feel tech products are designed for them so gender is Definitely a challenge and the potential for tech industries and it's the background for our three years research project called female interaction Co-financed by the Danish government and the result of our research Operational gender guidelines that help company to embrace the female approach To technology with better better offerings I try to give you a little insight in what we found out about gender and technology Men like technology for its own sake for tech companies tech performance is home ground They excel in engineering making smarter better Products with more features. That's a male way of thinking technology But performance tech performance is not motivating in women. What what he makes women is the social benefits of technology Things technology can do for her in her everyday life making it better and easier and Technology needs to be swift to use for her And make her look and feel right in social situations because that's what counts for her It's not about technology that needs to be kept in the background for her. It's about relations to you So for the tech industries, this is a change of agenda from a performance driven male agenda to a female user driven experience design agenda at design people we Love to make better products We love to make better user experiences and we use this know-how to improve Specific product. This is a headset that was a way when you started the top of a line mobile headset from Jabra Made by a famous designer But not bought by woman So a challenge Together with Java or design and research team try to find out why Do women don't buy these products? So we wait intensive user studies And what we found out is that woman like the basic value proposition of these headsets mobile Communication that's something for her, but what doesn't come right is the way The headset enters her life She doesn't like to go around with a headset in her ear because this signals that she's halfway out of a social Situation right now. So it's offense her sense of politeness So we designed something new based on these female preferences. We designed a headset That you have on your clothes with a clip. You only use it on demand With a very physical clear gesture you pick up the phone The cord signals clearly that you're occupied So this is a new headset based on Female values. It's a polite headset and What we find out when we test with woman around the world how they perceive this new headset they love The new offering they love the idea that this is a new headset designed for them And what's even better is that men also are attracted by the new design so what we can say in total is we have now a company Jabra that is attracting women far more efficiently and our Foreseeing for the future is that the woman likes power and the requirements of women will Drive tech companies to deliver far better user experiences for the sake of all Users and we hope that our research and our guidelines can contribute to make this happen. Thank you very much