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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 CS410 7 April 2005 Members:Ian McKay Sean Alcos Robert Pilkington Joseph MarchAnjalee Sinha Andrew Cherry Website: http://www.cs.odu.edu/~rpilking/cs410/ Team Platinum
iRespondTM Privacy, Security, & Service, You can trust! Team Platinum
Members Team Platinum
Outline • Problem • Solution • Customer • Technical details • Product details • Conclusion Team Platinum
Introduction Team Platinum
Problem • It is not always possible to communicate the need for emergency assistance Team Platinum
Communication “The exchange of thoughts, messages, or information, as by speech, signals, writing, or behavior” Team Platinum
Problem Characteristics • Inability to communicate • Isolation • Emergency Team Platinum
Solution Team Platinum
Solution Team Platinum
Solution Characteristics Team Platinum
Solution Objectives Team Platinum
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 Team Platinum
iRespond Fob Team Platinum
U&R Unit Update & Recharging unit Team Platinum
Modem Team Platinum
Battery Team Platinum
GPS Receiver Team Platinum
GPS Antenna Team Platinum
Flash Memory Team Platinum
Cellular Transceiver Team Platinum
GPS Required • Existing infrastructure • Accurate positioning • Free Team Platinum
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 Team Platinum
GPS Coverage http://www.anythinggps.com/index.asp?PageAction=VIEWPROD&ProdID=214 Team Platinum
Cell Towers • Established infrastructure • Cellular 911 calls are free • Backup triangulation • Low cost to the customer http://www.fcc.gov/cgb/consumerfacts/wireless911srvc.html Team Platinum
Cellular Triangulation Team Platinum
GSM Coverage Team Platinum Cingular Wireless
CDMA Coverage Team Platinum ALLTEL Wireless
Why E-911? • Two phases • Government mandated • Developing infrastructure Team Platinum
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 Team Platinum
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/ Team Platinum
Customer Service Center • One customer service center • Located in Ohio • Low taxes • Inexpensive land • Existingbroadbandinfrastructure Team Platinum
Database Relationships Team Platinum
Database Relationships Team Platinum
Device Update Dataflow Team Platinum
Database Development • Team • Database administrator • Programmers • Design • Implementation • Testing Team Platinum
Database Maintenance • Database administrator: $80,000 per year • Systems administrator: $60,000 per year Team Platinum 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 Team Platinum http://www.dell.com and their PowerEdge 1850
System Security • Sensitive data • Some data sent to device: • Remaining subscription period • Customer notes • Wired network Team Platinum
Personal Data • Example • Name • Address • Drivers license number • Medical information • Emergency contact • Allergies • Health conditions • Medical history Team Platinum
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 Team Platinum
Development Plan • Cellular hardware • GPS hardware • Service center database • Service center interface & protocols • Handheld unit control board & battery • Base station hardware Team Platinum
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. Team Platinum
Top down approach Management Plan Team Platinum
Jobs to Outsource OUTSOURCE • MANUFACTURING • CALLERS • TECHNICIANS • SALES • CUSTOMER SERVICE OUTSOURCE (Management Consultants, KPMG, Management American Electric Power, Archives(cs410)) Team Platinum
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 Team Platinum
Targeting specific market segments That we can win and dominate. TARGET 18+ yrs Old WOMEN ELDERLY FAMILIES Cell-Phone Luddites Team Platinum
Customers • Individuals that desire an increased sense of security • Cell phone luddites • Families • Elderly • Women Team Platinum
Customer Characteristics • Desire security • Will pay for additional security • Value privacy • Live in urban areas • Rely on Emergency Medical Services (EMS) Team Platinum