A whopping 10 million people in the UK who have never been online and according to Race Online 2010 are missing out on big consumer savings, access to information and education. As more services are moved online, there is an even greater risk of isolation and disadvantage. Excellent quote from Martha Fox "We need to be ambitious, ‘think internet first’ when we design services, and put the needs of the hardest to reach at the heart of industry, charity and government." This is one of the main challenges, so many services don't get the value of online and are harassed for merely updating their web content and so rarely do you get to start from the beginning and work out how best to help customers to achieve their tasks.