Background

In January 2003 Communities Scotland commissioned Eddy Adams and David Wilcox to design, test and develop a digital inclusion awareness raising programme for use by housing associations in Scotland. The commission followed initial investigatory work conducted by Communities Scotland around Digital Inclusion, and the specific aim of the work was to create a suite of tools to support housing associations' work in this developing area.

The Scottish Federation of Housing Associations (SFHA) was a co-sponsor of the work, and the organisation has been involved in each stage of the process.

Summary report here (Word). The findings were

What did we find out?

The process has allowed us to lift up some large rocks to see whatÕs happening underneath. It has proved to be a useful step in engaging RSLs and has provided an insight into their perspectives on using ICTs within their business. In summary, the key points which have emerged from the assignment are as follows:

A lot's happening...but no-one has the bigger picture

Everyone who participated in our process was either engaged in developing ICT-related activity on some level, or was aware of someone who was. In some parts of the country - and not only urban areas - there is a good deal of developmental work going on, and RSLs are pioneering new ways of working as a consequence.

However, dissemination of information remains poor, and organisations often find themselves working in ignorance of the work being undertaken by others. As a consequence, there is limited sharing of learning and intelligence, and too many organisations are condemned to re-commit the earlier mistakes of others.

The speed of developments, combined with ICT's spread across traditional policy and departmental boundaries means that organisations can find it hard to keep abreast of new developments. Sharing information was identified as a major issue both within and amongst RSLs.

There appears to be a vacuum at policy level

Process participants consistently referred to the lack of a coherent policy in relation to their work in the field of ICTs and digital inclusion. There was mixed level awareness of the policy messages coming from the Scottish Executive around digital inclusion, and uneven levels of understanding about the role of the Enterprise Networks. Although participants also identified a role for Communities Scotland, there was little clarity around the agency's current position in this area.

Overall, it was felt that despite messages coming from central government about the modernising agenda - and particularly the commitment to deliver services on line by 2005 - there is a lack of clarity between the national support agencies.

Improving this was identified as a key message to report back from the workshops.

Successful approaches tend to be opportunistic

This lack of strategic coherence has a number of operational consequences. Where organisations have been successful in this area, this has often been the result of developing an innovative vision then being in the right place at the right time. Sources of funding to support work in this area vary enormously across the country and an approach may be supported in one area, but not another.

For example, in Dunbartonshire, housing associations have been well-supported by the Local Enterprise Company (LEC) through their business development function. In other parts of the country gaining LEC support has been more difficult, so RSLs have had to rely on other sources such as the Scottish University for Industry (SUfI), National Grid for Learning (NGfL) and European funds.

The pioneers in this field have tended to start from their needs - and those of their customers - before seeking out the financial sources, and there is much to be said about this approach. Starting from the financial perspective can distract from core business and target objectives.

This is all about engaging our customers

Primarily, these organisations stressed the importance of maintaining a people focus - rather than one which starts from the technology itself. There was universal agreement that ICTs are a means to an end which can enable us to perform more effectively in some areas. However, they are not an end in themselves and must be kept in context.

There was discussion about PCs versus digital television - but a key point that we must look more widely for a range of ways to interface with our customer base. Texting from mobile phones was mentioned as a means worth exploring, and we heard examples of how some RSLs are using these in their businesses already.

Although the current tenant base may not all be ICT conversant, we were reminded that their children will be and North Glasgow Housing Association noted that today's teenagers are tomorrow's tenants. Their expectations of service, and their use of technologies will vary from their parents and RSLs must position themselves to anticipate these shifting patterns of demand.

There was also discussion of the fact that housing associations are not the only social economy organisations facing these challenges, although their relationship with customers is rather unique. The issue of ICTs was also framed within the wider question of better engagement with customers in the wider regeneration agenda. Using these tools was floated as a possible way of engaging more smartly with residents so that they can influence local initiatives. This acknowledges the high levels of apathy and low turnout which is the consistent response to community involvement.

Participants saw scope to develop these ideas further.

ICTs can provide a catalyst for new partnerships and business models

A consistent message coming from participating housing associations was the value of new working relationships when developing work in relation to Digital Inclusion. Establishing wider networks and new business relationships have been important components in helping housing associations overcome the risks and barriers to working in this area.

Examples of this include a consortium of four housing associations in Dunbartonshire who initially came together to share the risks and costs associated with developed ICT-based approaches. This partnership has been sustained and extended into more traditional areas of business, with a number of unanticipated spin off benefits.

In another case, the North Glasgow Housing Association has developed a close working relationship with a local learning provider - Anniesland College - in order to provide training and support to board members, staff and tenants. This is an area of competence outwith the RSL's established area, and this partnership has allowed it to tap into Anniesland's experiences, whilst widening the range of services it provides to local residents, as well as staff.