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Team Platinum. Team Platinum CS410 7 April 2005. Members: Ian McKay Sean Alcos Robert Pilkington Joseph March Anjalee Sinha Andrew Cherry. Website: http://www.cs.odu.edu/~rpilking/cs410/. iRespond TM. Privacy, Security, & Service, You can trust!. Members.

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Team platinum

Team Platinum

Team Platinum

CS410

7 April 2005

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

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

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Irespond tm

iRespondTM

Privacy,Security,

&

Service,

You can trust!

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Members

Members

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Outline

Outline

  • Problem

  • Solution

  • Customer

  • Technical details

  • Product details

  • Conclusion

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Introduction

Introduction

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Problem

Problem

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

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Communication

Communication

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

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Problem characteristics

Problem Characteristics

  • Inability to communicate

  • Isolation

  • Emergency

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Solution

Solution

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Solution1

Solution

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Solution characteristics

Solution Characteristics

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Solution objectives

Solution Objectives

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Required components

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

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Irespond fob

iRespond Fob

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U r unit

U&R Unit

Update & Recharging

unit

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Modem

Modem

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Battery

Battery

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Gps receiver

GPS Receiver

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Gps antenna

GPS Antenna

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Flash memory

Flash Memory

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Cellular transceiver

Cellular Transceiver

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Team platinum

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Gps required

GPS Required

  • Existing infrastructure

  • Accurate positioning

  • Free

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Gps fundamentals

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

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Gps coverage

GPS Coverage

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

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Cell towers

Cell Towers

  • Established infrastructure

  • Cellular 911 calls are free

  • Backup triangulation

  • Low cost to the customer

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

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Cellular triangulation

Cellular Triangulation

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Gsm coverage

GSM Coverage

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Cingular Wireless


Cdma coverage

CDMA Coverage

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ALLTEL Wireless


Why e 911

Why E-911?

  • Two phases

  • Government mandated

  • Developing infrastructure

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E 911 fundamentals

E-911 Fundamentals

1. 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.

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.

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

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

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E 911 phases

Currently

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

E911 Program: Phase I

Requires 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 II

Requires all wireless carriers to provide precise location information within 50-300 meters using longitude and latitude information

E-911 Phases

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

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Customer service center

Customer Service Center

  • One customer service center

    • Located in Ohio

    • Low taxes

    • Inexpensive land

    • Existingbroadbandinfrastructure

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Database relationships

Database Relationships

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Database relationships1

Database Relationships

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Device update dataflow

Device Update Dataflow

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Database development

Database Development

  • Team

    • Database administrator

    • Programmers

  • Design

  • Implementation

  • Testing

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Database maintenance

Database Maintenance

  • Database administrator: $80,000 per year

  • Systems administrator: $60,000 per year

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http://salary.monster.com


Database hardware

Database Hardware

  • Estimated $2,500 per database server

    • Will need 1 primary and 1 backup server

    • RedHat Enterprise Linux

    • MySQL database server software

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


System security

System Security

  • Sensitive data

  • Some data sent to device:

    • Remaining subscription period

    • Customer notes

  • Wired network

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Personal data

Personal Data

  • Example

    • Name

    • Address

    • Drivers license number

    • Medical information

    • Emergency contact

      • Allergies

      • Health conditions

      • Medical history

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What s in the box

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

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    Development plan

    Development Plan

    • Cellular hardware

    • GPS hardware

    • Service center database

    • Service center interface & protocols

    • Handheld unit control board & battery

    • Base station hardware

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    Marketing plan

    Start

    Start

    Economics

    Consumer

    Analysis

    Marketing

    Mix

    Competition

    Distribution

    Marketing Plan

    Framework for approaching:

    Marketing strategy model for iRespond.

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

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    Top down approach

    Top down approach

    Management Plan

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    Jobs to outsource

    Jobs to Outsource

    OUTSOURCE

    • MANUFACTURING

    • CALLERS

    • TECHNICIANS

    • SALES

    • CUSTOMER SERVICE

    OUTSOURCE

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

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    Marketing strategy

    Marketing Strategy

    Positioning

    Communicate

    Branding

    Targeting

    • Identify needs, interest

    • of 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.

    • 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.

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

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    Targeting

    Targeting

    specific market segments

    That we can win and dominate.

    TARGET

    18+ yrs Old

    WOMEN

    ELDERLY

    FAMILIES

    Cell-Phone Luddites

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    Customers

    Customers

    • Individuals that desire an increased sense of security

      • Cell phone luddites

      • Families

      • Elderly

      • Women

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    Customer characteristics

    Customer Characteristics

    • Desire security

      • Will pay for additional security

    • Value privacy

    • Live in urban areas

    • Rely on Emergency Medical Services (EMS)

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    911 calls in 2000

    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)

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

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    Emergency cell phone use

    Emergency Cell Phone Use

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

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    Cell phone ownership

    Cell Phone Ownership

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

    Target Market

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    Cell phone expense

    Cell Phone Expense

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

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    Overall market

    Overall Market

    18+

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

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    Target market

    Target Market

    Target Market

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

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    Bureau of justice statistics

    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

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    Sales

    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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    Positioning

    Positioning

    The value propositions for iRespond.

    • Privacy

    • Security

    • Cost-effectiveness

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    Subscription plan

    Subscription Plan

    • Marketing Incentive:

    • Lower cost to customer forguaranteed yearly funds.

    • Possible discount for senior citizens.

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    Communications

    Communications

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

    Businesses

    711

    Grocery Stores

    Gas Stations

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    Branding

    Branding

    • Shorthand way in which people will think about us.

    iRESPOND for Privacy and Security!!!

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    Cost of production

    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)

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    Team platinum

    Salary Statistics

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    Salaries

    Salaries

    $24,960

    $18,720

    Per year

    $20K

    $32,989

    Per year

    $20K

    Manager

    Customer

    Service

    Reps

    Accounts

    Rep.

    Technicians

    Bookkeeper

    20 K

    $45K

    $40K

    18 K

    Sales

    Personnel

    Software

    Consultants

    Marketing

    Analyst

    Receptionist/

    Admin

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    Team platinum

    Evaluation Plan

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

    Frequency of Evaluation:1. One every three months

    2. As needed

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    Irespond tm will do

    iRespondTM Will Do

    • Combination GPS and cellular positioning

    • On-Demand positioning

    • Report location data

    • Continuous transmission of distress signal

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    Irespond tm will not do

    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

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    Description of competition

    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

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    Competition

    Competition

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    Schedule overview

    Schedule Overview

    Please see Appendix _ for more detail.

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    Phase 0

    Phase 0

    Conception Milestones & Deliverables

    Please see Appendix _ for more detail.

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    Phase 1

    Phase 1

    Conception Milestones & Deliverables

    Please see Appendix _ for more detail.

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    Phase 2

    Phase 2

    Conception Milestones & Deliverables

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    Please see Appendix _ for more detail.


    Phase 3

    Phase 3

    Conception Milestones & Deliverables

    Please see Appendix _ for more detail.

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    Gantt schedule recap

    Gantt Schedule Recap

    Please see Appendix _ for more detail.

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    Additional staffing

    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/

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    Hard resources

    Hard Resources

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

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    Budget soft resources

    Budget-Soft Resources

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

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    Customer service center staff

    Customer Service Center Staff

    http://salary.hotjobs.com/

    &

    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

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    Customer service center1

    Customer Service Center

    • 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

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

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    Renting office space

    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/

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    Customer service center cost

    Customer Service Center Cost

    Total Yearly

    Cost of

    Customer

    Service Center

    Customer

    Service Center

    Staff

    +

    Building

    Maintenance

    Services

    +

    Additional

    Staff

    +

    Rented

    Office

    Space

    =

    Not Including

    Computers And

    Hardware

    $1,721,515 + $20,020 + $700,000 + $269,500 = $2,711,035

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

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    Injection molding

    Injection Molding

    Source: Dan Arvin, Pioneer Plastics

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    Custom circuit boards

    Custom Circuit Boards

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

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    Cost of production1

    Cost of Production

    Cost of iRespond Key Fob

    $0.50Molding (figured at $0.50 per unit for 1000 units)

    $59.95GPS Receiver (Trimble Lassen IQ)

    $17.95GPS Antenna (Trimble-Ultra Compact Embedded Antenna)

    $20CDMA Radio Chip (Cell Phone Transmitter/Receiver)

    $3Mobile Phone Antenna

    $19.98Rechargeable Battery (Lithium Battery)

    $38.94Recharging Station (Includes the following four items)

    $7.98Battery Charger/Cable

    $26.99Modem(based on TFM-560U Trendware 56k fax/modem)

    $1.47Internal boards

    $2.50Molding

    $11.95Flash Memory to store voice data taken from database

    $1.47Internal circuits and main board

    Total:$173.74

    Sources found in Appendix on page 4

    Team Platinum


    Sbir funding

    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/

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    Profit

    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 )

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    Risk matrix

    Risk Matrix

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    Risk mitigation

    Risk Mitigation

    • Legal Disclaimer

    • Thorough Testing

    • Newest Technology

    • Cellular Triangulation

    • Thorough Testing

    • Legal Disclaimer

    • Thorough Testing

    • Quality Control

    • Self-Diagnostics

    • Low Price

    • Unique Features

    • Data Encryption

    • On-demand Location

    • Optional Features

    • Covered Button

    • Activation LED

    Team Platinum


    Future implementation

    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 acrosscell networks

        • Improved triangulation

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    Using irespond tm

    Using iRespondTM

    • Initial Setup

      • Register the unit

        • 1-800 number

      • Enter optional medical information

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    Using irespond

    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.

    Team Platinum


    Pros of using irespond

    Pros of using iRespond!

    • Emergency Services

    • Persistent Tracking

    • On Demand Tracking

    • Precise GPS Positioning

    • Back-up Cell Tower Positioning

    • Informed Response

    • Optional Extras

    Team Platinum


    Irespond tm cons

    iRespondTM Cons

    • Lack of constant tracking

    • Two-way conversation

    • Database Security

    • Any wireless communication method can be interrupted

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    Closing introduction

    Closing Introduction

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

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    Conclusion

    Conclusion

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

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    References

    References

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

    • Battery Charger/Cable

      http://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 Antenna

      http://www.cellphoneshop.net/

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

    Team Platinum


    References1

    References

    • Copper Wire

      http://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 Phonehttp://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

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    References2

    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 Battery

      http://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/modem

      http://www.tigerdirect.com/applications/SearchTools/item-details.asp?EdpNo=671885&CatId=564

    • Trimble Lassen IQ GPS Receiver

      http://www.sparkfun.com/shop/index.php?shop=1&cat=63&

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    References3

    References

    • Trimble-Ultra Compact Embedded Antenna

      http://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

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    Questions

    Questions?

    Team Platinum

    CS410

    7 April 2005

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

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

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