3 March 2005iRespond!1. 3 March 2005iRespond!2 Outline Team Structure Problem Customer Solution Technical Details Product Details Conclusion

3 March 2005 iRespond! 1


Outline

• Team Structure

• Problem

• Customer

• Solution

• Technical Details

• Product Details

• Conclusion


Team PlatinumJanet Brunelle

General Manager

Ian McKayProject Manager

Andrew CherryGraphics, Editor,

Stats, Researcher

Anjalee SinhaMarketing, Consulting Coordinator, Records

Wireless Consultant

Emergency Services

Consultant

GPS Consultant

Interface Consultant

Joseph MarchWriter, Hardware

Researcher

Rob PilkingtonWeb & Database

Developer, Software Researcher

Sean AlcosWeb Design, Researcher


Team Organization

• Functional Organization

• Task-oriented Leadership

• Emphasis on Communication– Face to Face– Instant Message– Message Board


Introduction


Problem Statement

• It is not always possible to request emergency assistance


Communication

• “The exchange of thoughts, messages, or information, as by speech, signals, writing, or behavior”

American Heritage Dictionary of the English Language, 4 th ed.


Problem Characteristics

• Inability to Communicate

• Isolation

• Emergency


Bureau of Justice Statistics

• 5,341,410 people were the victims of violent crime in the United States in 2002

• 48.5% of violent crimes were reported to the police in 2002

http://www.ojp.usdoj.gov/bjs/pub/pdf/cvus02.pdf


The Customers• Individuals that desire an increased sense

of security– Anyone

• Family• Friends• The elderly• Professionals

• Individuals who do not want to rely on a mobile phone


Customer Characteristics

• Desire security– Will pay for additional security

• Value privacy

• Live in urban areas

• Are generally unarmed

• Rely on government protection

• Rely on Emergency Medical Services (EMS)


Safety-Related Cell Phone Usage

http://www.nhtsa.dot.gov/people/injury/research/wireless/c2.htm

13%

28%

28%

52%

0% 10% 20% 30% 40% 50% 60%

Called for own medical emergency

Called for other's medicalemergency

Purchased additional phone for otherfamily member as safety precaution

Considered buying another cellphone for other family member as

safety precaution


What Customers Want• Fast emergency response at the touch of a

button

• Increased personal security without loss of personal privacy

• No subscription fee

• User-friendly interface

• Compact and lightweight


Solution

Artist’s rendering


Solution Characteristics

– Integrated GPS and cell phone triangulation– Cell band transmission– Compact design– On-demand tracking– Privacy entrusted


Why Use GPS

• Existing infrastructure

• Accurate positioning

http://www.ngs.noaa.gov/FGCS/info/sans_SA/


GPS Fundamentals

• 27 Earth-orbiting satellites

• Developed by U.S. military

• Handheld GPS components– Receiver– Antenna

• Measures the distancebetween satellites and receiver

GPS Satellite(U.S. Army Photo)

17


Why Use Cell Towers

• Established system

• Cellular 911 calls are free

• Backup triangulation

• Low cost to the customer

http://www.fcc.gov/cgb/consumerfacts/wireless911srvc.html


Call Center

• Receives incoming distress signal

• Processes the signal


Database

• Located at listening station

• Operated by company technician

• Unique device identifier is registered to an individual

• Contains personal information


Personal Data

• Example– Name – Address– Social security number (SSN)– Medical information– Emergency contact

• Allergies• Health conditions• Medical history


What iRespond! Will Do

• Combination GPS and cellular positioning

• On-Demand positioning

• Report location data (medical info)

• Keep transmitting


What iRespond! Will Not Do• Transmit location without being activated by the user or reveal

location to anyone other than our call center

– invasion of privacy

• Provide location information outside of emergency situations– higher production costs– shorter battery life– harder to use

• Provide 2-way voice communication– often impossible or unsafe– higher production costs– shorter battery life


Description of Competition

• Emergency Position Indicating Radio Beacon (EPIRB)

• Personal Locator Beacon (PLB)

• Use GPS to provide accurate location data• Offer persistent tracking once activated• Are used primarily at sea, and generally

are responded to by the Coast Guard• Are bulky and expensive

Pictured: ACR 406 MHz Satellite EPIRB


Description of Competition

• Handheld GPS Devices• Use GPS to provide accurate location data• Only gather location data when activated, and do not

report the data to anyone• Are small and portable

Pictured: Garmin eTrex – Vista Color


Description of Competition• Wherify’s GPS Locator Phone• Wherify’s Locator Watch For Children• GPS Mobile Locator / Tracker Cell Phone

• Use GPS to provide accurate location data• Provide emergency 911 service

• Are designed specifically to be tracked remotely

Images from www.wherify.com

http://www.wherify.com/


Description of Competition• Safeguardian One Button Personal Assistant

Cell Phone with built-in GPS Locator

• Use GPS to provide accurate location data• Provide emergency 911 service• Simple error-proof design

• Large design geared toward the elderly

Images from www.safeguardian.com

http://www.safeguardian.com/


Description of Competition• Cellular Phones

• Provide limited location data(some models offer GPS)

• Provide emergency 911 service• Offer wide selection of features

and payment plans

• Can be difficult to use in some emergency situations• Require monthly fee• Can be tracked any time they are active

Images from www.cellphonecarriers.com

http://www.cellphonecarriers.com/


The Competition


Using iRespond!• Initial Setup

– Install the included software (optional)– Register the unit

• 1-800 number• Online registration

– Enter optional medical information


Using iRespond!• Emergency Activation

– Begin GPS satellite acquisition– Send signal to call center

• Unit serial number• Locally stored medical information• GPS location data, if available

– Continue sending signal to call center until batteries fail


Using iRespond!• Call Center

– Receive emergency signal– Begin cell tower triangulation.– Listen and assess the situation (depends on

implementation)– Contact local emergency services– Continue sending emergency service

personnel location and status information until the situation has been resolved


The Process


Proof of Sales

• According to a Harris Interactive Study

– Nearly 60 percent of consumers surveyed would likely feel more safe and secure if they owned a mobile phone.

– 76 percent of non-cell-phone-owners would want a mobile phone in emergency situations

Survey conducted by Team Platinum


Required Components• Molded Plastic Body

• Emergency Button

• GPS receiver

• Antenna

• Cellular Transmitter

• Customer Database


Optional Components

• Locally stored medical information

• Flash memory drive

• USB compatible


Cost of ProductionComponent Cost

Injection Molding for Case Variable

GPS Receiver $123

GPS Antenna $17

Cellular Transmitter $5

USB Hardware and Flash Memory $15

Miscellaneous Hardware $10

TOTAL: $170


Cost to the Customer

• Estimated cost– Low volume production cost $170.00– High volume production cost: $50.00

• Retail cost of competing products:– GPS Tracker Phones $199.95– Safeguardian $199.95– Wherify Phone & Watch $199.99 (plus fee)


What’s In The Box?

• The iRespond! key fob device• iRespond! button• Internal USB Flash Memory• Internal GPS Location Device• Internal Transmitter• Internal Microphone• Included Registration Software

• User Manual

• Registration Instructions


Risks1. Malfunctioning Unit

(Probability: 2, Impact: 5)

2. GPS Connection Issues(Probability: 3, Impact: 3)

3. Cell Connection Issues(Probability: 2, Impact: 5)

4. False Positives(Probability: 2, Impact: 4)

5. Market Competition(Probability: 2, Impact: 3)

6. Privacy Issues(Probability: 1, Impact: 2)


Pros of using iRespond!

• Emergency Services

• Persistent Tracking

• On Demand Tracking

• Precise GPS Positioning

• Back-up Cell Tower Positioning

• Informed Response

• Optional Extras


iRespond! Cons

• Lack of constant tracking

• Two-way conversation

• Database

• Any wireless communication method can be interrupted


Conclusion

• iRespond! is invaluable to anyone who wishes to have an increased sense of security


References• US Department of Justice, “Criminal Victimization in the United States, 2002

Statistical Tables”http://www.ojp.usdoj.gov/bjs/pub/pdf/cvus02.pdf

• GPS Mobile Locator / Tracker Cell Phonehttp://www.gpslocators.com/cogpsmolo.html

• SafeGuardian One Button GPS Cell Phonehttp://www.safeguardian.com/

• Wherify Wireless Location Serviceshttp://www.wherifywireless.com/corp_home.htm

http://www.ojp.usdoj.gov/bjs/pub/pdf/cvus02.pdf

http://www.gpslocators.com/cogpsmolo.html

http://www.safeguardian.com/

http://www.wherifywireless.com/corp_home.htm


Questions?

Team PlatinumCS410

3 March 2005

Members:Ian McKay Sean Alcos Robert Pilkington Joseph MarchAnjalee Sinha Andrew Cherry

Website: http://www.cs.odu.edu/~rpilking/cs410/

Documents

3 March 2005iRespond!1. 3 March 2005iRespond!2 Outline Team Structure Problem Customer Solution Technical Details Product Details Conclusion