3 March 2005
iRespond!
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Outline
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Team Structure
Problem
Customer
Solution
Technical Details
Product Details
Conclusion
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Team Platinum
Janet Brunelle
General Manager
Ian McKay
Project Manager
Sean Alcos
Web Design,
Researcher
Rob Pilkington
Web & Database
Developer, Software
Researcher
Joseph March
Writer, Hardware
Researcher
Interface
Consultant
3 March 2005
Anjalee Sinha
Marketing, Consulting
Coordinator, Records
Emergency
Services
Consultant
iRespond!
Andrew Cherry
Graphics, Editor,
Stats, Researcher
GPS Consultant
Wireless
Consultant
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Team Organization
• Functional Organization
• Task-oriented Leadership
• Emphasis on Communication
– Face to Face
– Instant Message
– Message Board
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Introduction
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Problem Statement
• It is not always possible to request
emergency assistance
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Communication
• “The exchange of thoughts, messages, or
information, as by speech, signals, writing,
or behavior”
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American Heritage Dictionary of the English Language,
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4 th
ed.
Problem Characteristics
• Inability to Communicate
• Isolation
• Emergency
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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
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http://www.ojp.usdoj.gov/bjs/pub/pdf/cvus02.pdf
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The Customers
• Individuals that desire an increased sense
of security
– Anyone
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Family
Friends
The elderly
Professionals
• Individuals who do not want to rely on a
mobile phone
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Customer Characteristics
• Desire security
– Will pay for additional security
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Value privacy
Live in urban areas
Are generally unarmed
Rely on government protection
Rely on Emergency Medical Services
(EMS)
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Safety-Related Cell Phone Usage
Considered buying another cell
phone for other family member as
safety precaution
52%
Purchased additional phone for other
family member as safety precaution
28%
Called for other's medical
emergency
28%
13%
Called for own medical emergency
0%
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10%
20%
30%
iRespond!
http://www.nhtsa.dot.gov/people/injury/research/wireless/c2.htm
40%
60%
50%
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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
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Solution
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Artist’s rendering
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Solution Characteristics
– Integrated GPS and cell phone triangulation
– Cell band transmission
– Compact design
– On-demand tracking
– Privacy entrusted
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Why Use GPS
• Existing infrastructure
• Accurate positioning
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http://www.ngs.noaa.gov/FGCS/info/sans_SA/
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GPS Fundamentals
• 27 Earth-orbiting satellites
• Developed by U.S. military
• Handheld GPS components
– Receiver
– Antenna
• Measures the distance
between satellites and receiver
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GPS Satellite
(U.S. Army Photo)
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Why Use Cell Towers
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Established system
Cellular 911 calls are free
Backup triangulation
Low cost to the customer
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http://www.fcc.gov/cgb/consumerfacts/wireless911srvc.html
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Call Center
• Receives incoming distress signal
• Processes the signal
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Database
• Located at listening station
• Operated by company technician
• Unique device identifier is registered to an
individual
• Contains personal information
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Personal Data
• Example
– Name
– Address
– Social security number (SSN)
– Medical information
– Emergency contact
• Allergies
• Health conditions
• Medical history
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What iRespond! Will Do
• Combination GPS and cellular positioning
• On-Demand positioning
• Report location data (medical info)
• Keep transmitting
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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
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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
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Pictured: ACR 406 MHz Satellite EPIRB
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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
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iRespond!
Pictured: Garmin eTrex – Vista Color
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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
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iRespond!
Images from www.wherify.com
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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
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Images from www.safeguardian.com
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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
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Images from www.cellphonecarriers.com
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The Competition
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Using iRespond!
• Initial Setup
– Install the included software (optional)
– Register the unit
• 1-800 number
• Online registration
– Enter optional medical information
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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
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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
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The Process
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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
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Survey conducted by Team Platinum
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Required Components
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Molded Plastic Body
Emergency Button
GPS receiver
Antenna
Cellular Transmitter
Customer Database
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Optional Components
• Locally stored medical information
• Flash memory drive
• USB compatible
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Cost of Production
Component
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
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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)
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What’s In The Box?
• The iRespond! key fob device
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iRespond! button
Internal USB Flash Memory
Internal GPS Location Device
Internal Transmitter
Internal Microphone
Included Registration Software
• User Manual
• Registration Instructions
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Risks
1.
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)
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Privacy Issues
(Probability: 1, Impact: 2)
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Pros of using iRespond!
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Emergency Services
Persistent Tracking
On Demand Tracking
Precise GPS Positioning
Back-up Cell Tower Positioning
Informed Response
Optional Extras
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iRespond! Cons
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Lack of constant tracking
Two-way conversation
Database
Any wireless communication method can
be interrupted
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Conclusion
• iRespond! is invaluable to anyone who
wishes to have an increased sense of
security
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References
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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 Phone
http://www.gpslocators.com/cogpsmolo.html
SafeGuardian One Button GPS Cell Phone
http://www.safeguardian.com/
Wherify Wireless Location Services
http://www.wherifywireless.com/corp_home.htm
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Questions?
Team Platinum
CS410
3 March 2005
Members:
Ian McKay
Robert Pilkington
Anjalee Sinha
Sean Alcos
Joseph March
Andrew Cherry
Website: http://www.cs.odu.edu/~rpilking/cs410/
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