Team Platinum

7 April 2005 Team Platinum 1

Team Platinum

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

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

Team PlatinumCS410

7 April 2005


iRespondTM

Privacy,Security,

&Service,

You can trust!


MembersJanet Brunelle

General Manager

Ian McKayProject Manager

Andrew CherryGraphics, Editing,

Stats

Anjalee SinhaMarketing, Records,

Presenter, Consulting Coordinator

Wireless Consultant

Emergency Services

Consultant

GPS Consultant

Interface Consultant

Joseph MarchWriter, Hardware

Researcher

Rob PilkingtonWeb Developer,

Researcher

Sean AlcosWeb Design, Researcher


Outline

• Problem• Solution• Customer• Technical details• Product details• Conclusion


Introduction


Problem

• It is not always possible to communicate the need for emergency assistance


Communication

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


Problem Characteristics

• Inability to communicate• Isolation• Emergency


Solution


Solution


Solution Characteristics


Solution Objectives


Required Components

• Molded plastic body• Emergency button/button cover• GPS receiver • Cellular transmitter/receiver• GPS antenna• Cellular antenna• Flash memory• Rechargeable battery• Recharging unit• Update link• Customer database


iRespond Fob


U&R Unit

Update & Recharging

unit


Modem


Battery


GPS Receiver


GPS Antenna


Flash Memory


Cellular Transceiver



GPS Required

• Existing infrastructure

• Accurate positioning

• Free


GPS Fundamentals

• 27 Earth-orbiting satellites• Developed by U.S. military• Handheld GPS components

– Receiver– Antenna

• Measures the distancebetween satellites and receiver

http://electronics.howstuffworks.com/gps1.htm


GPS Coverage

http://www.anythinggps.com/index.asp?PageAction=VIEWPROD&ProdID=214


Cell Towers

• Established infrastructure• Cellular 911 calls are free• Backup triangulation• Low cost to the customer

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


Cellular Triangulation


GSM Coverage

Cingular Wireless


CDMA Coverage

ALLTEL Wireless


Why E-911?

• Two phases

• Government mandated

• Developing infrastructure


E-911 Fundamentals1. The user places a wireless call, which transmits the caller's voice and his or her number to the closest tower

2. The tower transmits the caller's voice signal, the wireless phone's callback number, and the tower's ID code to a mobile switching center.

3. Notified of the emergency, the position-determining system uses GPS satellites to find the caller's location, sending latitude/longitude location data to a location information database.

6. The operator dispatches emergency response team to save the day.

4. The routing number alerts the local exchange carrier that the call is an emergency, and the carrier's 911 switch decides automatically which emergency call center is appropriate and assigns the call.

5. At the appropriate emergency call center, an operator receives the 911 voice call.

http://www.sprint.com/business/newsletters/articles/e911how_federal01.jsp


E-911 PhasesCurrently

911 systems can report the telephone number and location for wireline phones

E911 Program: Phase IRequires all 911 systems to receive the telephone number of a wireless 911 caller and the location

of the antenna that received the call

E911 Program: Phase IIRequires all wireless carriers to provide precise location information within 50-300 meters using

longitude and latitude information

http://www.fcc.gov/911/ and http://www.fcc.gov/911/enhanced/


Customer Service Center

• One customer service center– Located in Ohio– Low taxes– Inexpensive land– Existing

broadbandinfrastructure


Database Relationships

update

customer

subscriptionnotes

emergency contact

Internal Database Device Update

Database


Database Relationshipscustomer

PK serial_number

last_name first_name address city state zipFK1 card_id subscription_start subscription_endFK2 contact_id

id_card

PK card_id

type verified

emergency_contact

PK contact_id

last_name first_name phone_number

customer_notes

PK,FK1 serial_numberPK note_id

heading notes audio


Device Update Dataflow

Customer database

Send updates to device

Customer’s device

Subscription data

Vocal notes

customer

Obtain customer

information

Update customer

information

Customer information

Payment





Database Development

• Team– Database administrator– Programmers

• Design• Implementation• Testing


Database Maintenance

• Database administrator: $80,000 per year

• Systems administrator: $60,000 per year

http://salary.monster.com


Database Hardware

• Estimated $2,500 per database server– Will need 1 primary and 1 backup server– RedHat Enterprise Linux– MySQL database server software

http://www.dell.com and their PowerEdge 1850


System Security

• Sensitive data• Some data sent to device:

– Remaining subscription period– Customer notes

• Wired network


Personal Data

• Example– Name – Address– Drivers license number– Medical information– Emergency contact

• Allergies• Health conditions• Medical history


What’s In The Box?• The iRespond key fob device

• iRespond button• Internal GPS location device• Internal transmitter• Included registration software• Reset key• LED - battery level indication• LED – distress signal sent • Update & recharging unit

• User manual• Registration instructions


Development Plan

• Cellular hardware• GPS hardware• Service center database• Service center interface & protocols• Handheld unit control board &

battery• Base station hardware


Marketing Plan

CompetitionCompetitionDistributionDistribution

Marketing Marketing MixMix

EconomicsEconomics

StartStartStartStart

Consumer Consumer AnalysisAnalysis

Framework for approaching: Framework for approaching:

Marketing strategy model Marketing strategy model for iRespond.for iRespond.

Marketing strategy model Marketing strategy model provides an excellent frame provides an excellent frame of reference for our of reference for our marketing cases.marketing cases.


Top down approach

MANAGER

FINANCE

MARKETING

OPERATIONAL

CALLERS(5)

TECHNICIANS(2)

BOOKEEPER

MANAGEMENT

MARKETING ANALYST

SALES PERSONNEL

MANUFACTU-RING

HR/PAYROLL

Receptionist/Sales Marketing Asst.

ACCOUNTS REP.

Management Plan


OU

TSO

UR

CEOUTSOURCE

• MANUFACTURING

• CALLERS

• TECHNICIANS

• SALES

• CUSTOMER SERVICE

Jobs to Outsource

(Management Consultants, KPMG, Management American Electric Power, Archives(cs410))


Marketing Strategy

Targeting Positioning Communicate Branding

• Select target market• Study unmet needs. •Sales history•Demographics•Psycho-Graphics•Behavioral Differences•Overall Growth•Competitive challenge

•Total Value “ – “ Total Cost

• Competition matrix Vs Customer needs.

•Identify needs, interestof each target audience•Define core message•Explore range of Co-mmunication channels.•Communication Matrix

• Creating your brand identity.• Building brand awareness and recognition.•Delivering a positive brand experience.

http://www.blueminegroup.com/strategy.asp


specific market segments That we can win and dominate.

ELDERLYELDERLY

TARGET

WOMEN

Targeting

FAMILIESFAMILIESCell-Phone LudditesCell-Phone Luddites

18+ yrs Old18+ yrs Old


Customers

• Individuals that desire an increased sense of security

• Cell phone luddites• Families• Elderly• Women


Customer Characteristics

• Desire security– Will pay for additional security

• Value privacy• Live in urban areas• Rely on Emergency Medical Services

(EMS)


911 Calls In 2000

• 150-million calls made to 911 in 2000

• 45-million of those calls made on cell phones

– The National Emergency Number Association (NENA)

Ground Line, 105, 70%

Cell Phone, 45, 30%

http://people.howstuffworks.com/location-tracking2.htm


Emergency Cell Phone Use

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


Cell Phone Ownership

http://www.census.gov/PressRelease/www/releases/archives/miscellaneous/003136.html

Population 2005 U.S. = 295,160,302

Non-Cell Phone Owners

46%Cell Phone

Owners54%

Target

Market


Cell Phone Expense

$45.15 $45.27$45.56

$47.37 $47.42

$48.40

$49.46

$49.91

$49.49

$50.64

$42.00

$43.00

$44.00

$45.00

$46.00

$47.00

$48.00

$49.00

$50.00

$51.00

JUN-2000

DEC-2000

JUN-2001

DEC-2001

JUN-2002

DEC-2002

JUN-2003

DEC-2003

JUN-2004

DEC-2004

Semi-Annual, Average Monthly Cell Phone Bill 2000-2004U.S. Dollars

http://files.ctia.org/pdf/CTIAYearend2004Survey.pdf


0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

40,000,000

45,000,000

Peo

ple

0-9 10-19 20-29 30-39 40-49 50-59 60-69 70-79 80-89 90-99 100+

Years

2003 U.S. Population by Age

Individuals

http://www.census.gov/popest/national/asrh/NC-EST2003/NC-EST2003-01.pdf

18+

Overall Market


Target MarketTotal 2003 U.S. population

by gender

Women147,772,517

51%

Men143,037,260

49%

Men

Women

Target Market

http://www.census.gov/popest/national/asrh/NC-EST2003/NC-EST2003-01.pdf


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

• Number of victimizations for persons age 12 and over, both male and female

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


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


Positioning

The value propositions for iRespond.

• Privacy • Security • Cost-effectiveness


Subscription PlanMarketing Incentive:

• Lower cost to customer forguaranteed yearly funds.

• Possible discount for senior citizens.

Monthly Payment Plan:$9.99 Per MonthMore Expensive No Guaranteed Funds

Yearly Payment Plan:$99.99 Per YearLess Expensive Guaranteed Funds


• Reaching out to the most influential participants for iRespond like...

Communications

711

Businesses

Grocery StoresGas Stations


• Shorthand way in which people will think about us.

Branding


Cost of Production

• Estimated cost– Low volume production cost $173.74– 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)


Salary StatisticsSalary per year per person

$0

$20,000

$40,000

$60,000

$80,000

$100,000

$120,000

$140,000

Salary per year per person


Salaries

Manager

$32,989Per year

Customer Service

Reps

$18,720Per year

Technicians

$24,960 Bookkeeper

$20K

Accounts Rep.

Marketing Analyst

$40K

Sales Personnel

20 K

Receptionist/Admin

18 K

$20K

SoftwareConsultants

$45K


Phase 0 Phase 1 Phase 2 Phase 3

Evaluation Check ListPhase 0, 1, 2, 3

Technical Factor

Marketing Factor

Personal Factor

Administrative Factor

Financial Factor

Evaluation Plan

Each phase will be evaluated based on its respective evaluation check list.

Frequency of Evaluation:

1. One every three months2. As needed


iRespondTM Will Do

• Combination GPS and cellular positioning

• On-Demand positioning

• Report location data

• Continuous transmission of distress signal


iRespondTM 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

• OnStar• Cell phones• Emergency Position Indicating Radio

Beacon (EPIRB)• Personal Locator Beacon (PLB)• Safeguardian• Wherify’s GPS locator phone• Wherify’s locator watch for children• GPS mobile locator / tracker cell phone


Competition


Schedule Overview

Please see Appendix _ for more detail.


Phase 0

Conception Milestones & Deliverables



Phase 1




Phase 2Conception Milestones & Deliverables



Phase 3




Gantt Schedule Recap



Additional Staffing

• Software engineer I $46,087 per year per person

• Software engineer IV $79,195 per year per person

• Software engineering director $99,995 per year per person

• Testers (testing technician) $32,404 per year per person

• Design engineer II (architect) $59,478 per year per person

• Marketing strategists (varies on our needs)

• Production crew to create the iRespond in mass (outsourced) – price undetermined

http://salary.hotjobs.com/


Resource Number Cost per unit Total CostWorkstations 6 2,450$ 14,700$ Office Equipments 15 230$ 3,450$ Network Cables 5 10$ 50$ Phone 10 140$ 1,400$ User manual 1 20$ 20$ Total Hard Resources 19,620$

Hard Reources

Hard Resources



Budget-Soft Resources

Position Contract/Days Annual Salary

Manager 365 $32,989

Customer Service Rep 365 $18,720

Technicians 365 $24,960

Bookkeeper 365 $20,000

Accounts Rep. 365 $22,000

Junior Networking Engineer 720 $22,000

Marketing Analyst 720 $40,000

Sales Personnel 365 $20,000

Network Consultant 720 $45,000

Database Consultant 365 $40,000

Total Salary 285,669

Employee overhead (40% of salary) $ 25,000

Total Personnel Cost $ 310,669



http://salary.hotjobs.com/&

http://jobsearch.monster.com/getjob.asp?JobID=27806931&AVSDM=2005%2D03%2D28+11%3A03%3A55&Logo=1&q=technical+support+re

p.&sort=rv&vw=b&cy=US&brd=1,1862,1863

Job TitleSalary per year per person

Employees Needed

Cost per year

Customer Service Reps $18,720 30 $561,600Database Maintenance Staff

$81,791 2 $163,582

Technical Support Rep. $24,960 10 $249,600Inbound Call Center Supervisors

$32,989 4 $131,956

Customer Service Manager

$55,153 1 $55,153

Human Resources Staff $26,276 2 $52,552Human Resources Lead $126,520 1 $126,520Training Specialist I $38,921 2 $77,842Call Center Traffic and Scheduling Analyst

$35,963 2 $71,926

Help Desk Support $37,662 1 $37,662Help Desk Manager $66,602 1 $66,602

Total: 56 $1,721,515

Customer Service Center Staff


• Building maintenance will be required, but this will be outsourced for $1.30/ square foot/ year.

• Additional room for 6-14 people will be required for the current members of Team Platinum and additional full time employees

Customer Service Center

http://www.bizjournals.com/bizwomen/consultants/savvy_business_shopper/1997/06/16/column54.html


Renting Office Space

• Average cost to lease a building in Cleveland Ohio is $17.50/ square foot/ year

• Employees of Customer Service Center = 56

• Other permanent employees = 14

• Office Space needed for 70 employees = 15,400 square feet

• 15,400 x 17.50 = $269,500 a year

http://www.officefinder.com/officespacecalc.html & http://www.cleveland-office-space.com/


Customer Service Center Cost

http://www.officefinder.com/officespacecalc.html & http://www.cleveland-office-space.com/

Total YearlyCost of

CustomerService Center

CustomerService Center

Staff

Building Maintenance

Services

RentedOfficeSpace

AdditionalStaff

Not IncludingComputers And

Hardware

=+ + +

$1,721,515 + $20,020 + $700,000 + $269,500 =

$2,711,035


Injection MoldingPolycarbonate Injection Molding Cost per Unit

$0.10

$1.00

$10.00

$100.00

$1,000.00

Source: Dan Arvin, Pioneer Plastics


Custom Circuit Boards

http://www.pcbpro.com/pcb-quote.php

Circuit Board Cost per Unit

0

50

100

150

200

250

1 5 10 25 50 75 100 250 500 750 1000

Number of Units

Cost Per Unit


Cost of ProductionCost of iRespond Key Fob

$0.50 Molding (figured at $0.50 per unit for 1000 units)$59.95GPS Receiver (Trimble Lassen IQ)$17.95GPS Antenna (Trimble-Ultra Compact Embedded Antenna)$20 CDMA Radio Chip (Cell Phone Transmitter/Receiver)

$3 Mobile Phone Antenna$19.98Rechargeable Battery (Lithium Battery) $38.94Recharging Station (Includes the following four items)

$7.98 Battery Charger/Cable$26.99 Modem (based on TFM-560U Trendware 56k

fax/modem)$1.47 Internal boards$2.50 Molding

$11.95Flash Memory to store voice data taken from database

$1.47 Internal circuits and main boardTotal: $173.74

Sources found in Appendix on page 4


SBIR Funding

• National Science Foundation (NSF)– SBIR Phase I awards maximum = $100,000– SBIR Phase II awards maximum =

$500,000– Additional supplemental award (Phase IIB)

may raise Phase II awards maximum = $750,000

• Additional Funding from Virginia CIT Funding

http://www.nsf.gov/eng/sbir/


Profit• Total cost for molding and assembly:

Rs.660,000 = $16,500.00

• Cost for setting our business up: $2,711,035.00

• Shipping + assembling @ 17% for 100,000 units:

$19,305.00 + $2,711,035.00 = $2,730,340.00

• Profit : $51,910,200.00

• With subscription plan :– Yearly fee: $2,499,750 @ 25% of 100,000 units.– Monthly fee: $749,250 @ 75% of 100,000 units per month.

(www.assemblymag.com/CDA/ArticleInformation/features/BNP__Features__Item/0,6493,146239,00.htm, www.shalincraft-wholesale.com/cargo.html )


Risk Matrix


Risk Mitigation

• Legal Disclaimer

• Thorough Testing

• Newest Technology


• Quality Control

• Self-Diagnostics

• Covered Button

• Activation LED

• Cellular Triangulation


• Legal Disclaimer

• Low Price

• Unique Features

• Data Encryption

• On-demand Location

• Optional Features


Future Implementation

• Upgrades to cell technology– CDMA & GSM unification

• Improved signal reliability

– Move to all digital; phasing out analog• Improved battery life

• E-911– Completion of Phase 1 & 2 across

cell networks• Improved triangulation


Using iRespondTM

• Initial Setup– Register the unit

• 1-800 number

– Enter optional medical information


Using iRespond

• Emergency Activation– Begin GPS satellite acquisition– Send signal via E-911 setup

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

– Continue sending signal via E-911 until batteries fail or reset.


Pros of using iRespond!

• Emergency Services• Persistent Tracking• On Demand Tracking• Precise GPS Positioning• Back-up Cell Tower Positioning• Informed Response• Optional Extras


iRespondTM Cons

• Lack of constant tracking• Two-way conversation• Database Security• Any wireless communication method

can be interrupted


Closing Introduction

Picture From: http://www.lethaprojects.com/familyphotos/new_hampshire_trip/pages/chris_falling.htm


Conclusion

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


References

• Basic 911. (2005). Federal Communications Commission. Available: http://www.fcc.gov/911/

• Battery Charger/Cablehttp://www.ixap.com/sti_ProdDet.asp?sku=CHAV-8900-TC001&BrandID=AV&ClassID=CH&cid=CHAV&sPageNo=1&PmdName=AUDIOVOX-9900

• Bergman M. (2004). U.S. Cell Phone Use Up More Than 300 Percent,Statistical Abstract Reports. U.S. Census Bureau News. Available: http://www.census.gov/Press-Release/www/releases/archives/miscellaneous/003136.html

• Bonsor, K. (2005). How Location Tracking Will Work. Howstuffworks. Available: http://people.howstuffworks.com/location-tracking2.htm

• CDMA Radio Chip http://www.investors.com/editorial/tech.asp?v=4/1

• Cell Antennahttp://www.cellphoneshop.net/

• Cleveland-Office-Space.com. (2005). Cleveland Office Space Market Overview. Cleveland Office Space. Available: http://www.cleveland-office-space.com/

http://www.fcc.gov/911/

http://www.ixap.com/sti_ProdDet.asp?sku=CHAV-8900-TC001&BrandID=AV&ClassID=CH&cid=CHAV&sPageNo=1&PmdName=AUDIOVOX-9900









http://www.census.gov/Press-Release/www/releases/archives/miscellaneous/003136.html

http://www.census.gov/Press-Release/www/releases/archives/miscellaneous/003136.html

http://people.howstuffworks.com/location-tracking2.htm

http://www.investors.com/editorial/tech.asp?v=4/1



http://www.cellphoneshop.net/



http://www.cleveland-office-space.com/

http://www.cleveland-office-space.com/


References

• Copper Wirehttp://www.allelectronics.com/cgi-bin/category.cgi

• Dan Arvin, Pioneer Plastics• Enhanced 911 Wireless Services. (2005). Federal Communications

Commission. Available: http://www.fcc.gov/911/enhanced/• Flash Memory Cards

http://www.flash-memory-store.com/64mb-compact-flash.html• GPS Mobile Locator / Tracker Cell Phone

http://www.gpslocators.com/cogpsmolo.html• Hot Jobs. (2005). Salary. HotJobs.com. Available:

http://salary.hotjobs.com/• LED Lights

http://www.allelectronics.com/cgi-bin/category.cgi?category=340050&type=store

• Lee M. (1997). Choosing cleaning service requires more than quick sweep. Savvy Business Shopper. Available: http://www.bizjournals.com/bizwomen/consultants/savvy_business_shopper/1997/06/16/column54.html

http://www.allelectronics.com/cgi-bin/category.cgi

http://www.fcc.gov/911/enhanced/


References

• Office Finder. (2005). Office Space Calculator. Office Finder. Available: http://www.officefinder.com/officespacecalc.html

• PCBpro Instant Quote Form. (2005). PCBpro. Available: http://www.pcbpro.com/pcb-quote.php

• Rechargeable Lithium Batteryhttp://www.ixap.com/sti_deft_plists.asp?SkuD=BTAV-9900-LI001&ModelID=9900&ClassID=BT&TypeID=all&BrandID=AV&gID=419

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

• Technical Support Rep. (2005). Monster.com. Available: http://jobsearch.monster.com/getjob.asp?JobID=27806931&AVSDM=2005%2D03%2D28+11%3A03%3A55&Logo=1&q=technical+support+rep.&sort=rv&vw=b&cy=US&brd=1,1862,1863

• TFM-560U Trendware 56k fax/modemhttp://www.tigerdirect.com/applications/SearchTools/item-details.asp?EdpNo=671885&CatId=564

• Trimble Lassen IQ GPS Receiverhttp://www.sparkfun.com/shop/index.php?shop=1&cat=63&


References

• Trimble-Ultra Compact Embedded Antennahttp://www.sparkfun.com/shop/index.php?shop=1&cart=214595&cat=64&

• US Department of Justice, “Criminal Victimization in the United States, 2002 Statistical Tables”http://www.ojp.usdoj.gov/bjs/pub/pdf/cvus02.pdf

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


Questions?

Team PlatinumCS410

7 April 2005

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

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

Documents

Team Platinum