1. User-focused: Understanding and meeting user needs is at the heart of what we do

2. Pioneering in Accessibility: Advancing the boundaries of technology to make the digital world more accessible

3. Community Collaboration: Partnering with communities and organisations to foster digital inclusivity

4. Enabling translation: Providing sign language solutions for online content

5. Digital Inclusivity: Committed to creating a world where digital accessibility isn't an afterthought

6. Ethical and Transparent: Upholding transparency, ethics, and fairness to ensure a more equitable digital landscape