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CASE STUDY: The evolution of the personal telematics market: Building a solution for the elderly that addresses the key concerns of the user and their caregiver
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CASE STUDY: The evolution of the personal telematics market: Building a solution for the elderly that addresses the key concerns of the user and their caregiver


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  • 1. People Tracking and Location - 2009 better described as: Personal Telematics Paul Hedtke, Qualcomm Incorporated
  • 2. Technology Enables Personal Telematics Solutions But is there a market? If so, who are the buyers? What are they willing to pay? • Voice and data modem • GPS Receiver • Application processor • 3-axis Accelerometer
  • 3. The PERS Market in the USA Focused on the elderly/senior population Growing demographic (65+ age group) 40M in 2010 54M in 2020 70M in 2030 Significant numbers in higher age groups 65+: 40M 70+: 28M Typical in-home 75+: 19M PERS Solution 80+: 12M Average age of in-home PERS Solution subscriber: 81 Current in-home PERS Solution subscribers: 1.6M
  • 4. Mobile PERS Opportunity Premise: Mobile PERS solutions will appeal to a larger market including the lower age groups The PERS feature can be offered through cell phone or “wearable device” platforms Lower age groups tend to prefer PERS on their cell phone Higher age group drives need for a wearable device
  • 5. Solution Formats Evaluated “One-touch” For Assistance Wearable Device Carried Device (Phone)
  • 6. PERS Feature Ranked Highest PERS feature ranked highest when included on a “health services featured” cell phone Personal Health Medication Device Management One-Touch PERS Information Mgmt Reminders/Advice Services Declining Interest
  • 7. Tested Solution Features • Small wearable device • Form Factors: Pendant, Wrist worn, Belt clip • Features: voice capable, location capable, fall detection capable (auto-event-trigger) • 24/7 call center • Caregiver services Research Instruments • Focus groups • Individual Interviews • Web –based Survey (several hundred participants)
  • 8. In the Words of the (Senior) User … “I don’t want to have “I don’t want to be a to leave my house.” “I want to be able to burden on my do things, travel, children.” enjoy my family.” “I want to be able to always take care of myself.” “I don’t want to depend on others.” “I worry how long I’ll be able to stay self- “I don’t want to go to sufficient and a nursing home.” “I don’t want my mentally sharp.” quality of life to change.”
  • 9. User: Maintain Independence Caregiver: Peace of Mind
  • 10. Mobile PERS Solution Concept “Event” triggers connection to call center Manual or auto trigger (e.g. fall detection) Voice call setup, device data transmitted (location, etc) Call center determines if event requires response Call center engages appropriate first responders as necessary
  • 11. Fall Detection Feature Research strongly indicates that “falling” is a key fear among the frail elderly Inclusion of this capability significantly enhances solution value proposition
  • 12. Caregiver Services Options PERS “event” alerts “Wander” alerts (geo-fencing) Location departure/arrival alerts Locate (on demand) Activity monitoring
  • 13. Users and Their Preferences Characteristics of Recent Medical Event Interest among those expressing women higher than most interest among men (4:1) Live Poor Alone Health Advanced Age Caregiver PERS with Caregiver Locate or PERS “Wander” Fall Detection “Event” Alerts Monitor Alerts Declining Interest
  • 14. User (Seniors) Perspectives Key Findings What respondents commonly said... Most common concern for seniors is maintaining their “I don’t want to become dependent on someone.” independence and quality of life. Fears / Concerns “I don’t like being totally dependent on someone else.” Unless they have personally experienced a life- threatening event, most seniors do NOT think of themselves as ‘old’ or at risk for an emergency. “I just take each day as it comes.” “This is such a good idea! Every senior should have Seniors find the concept appealing and appreciate the Concept / one!” value of the device. Appeal “What’s not to like? It’s all good.” “It’s just like OnStar. I have that, it’s great.” PERS with fall detection drives interest. Other features are “nice to have”. Some features are unwanted (e.g. Features most caregiver services). “I’m not looking to have an accident, but , if I did I’d like to have this available.” Many seniors saw little immediate need , with the “ I don’t need it now. Maybe when I’m older.” exception of those who have already experienced a serious fall or other emergency. Need ““I’ve gotten dizzy, I’ve fallen, I need it.”
  • 15. Caregiver Perspectives Key Findings What respondents commonly said... “This would solve a lot of problems. It would make Mobile PERS seen as ‘fantastic’ and a significant people around them feel more secure. Don’t wait until improvement over existing in-home systems. there’s a problem, do it before it happens!” (Caregiver) Concept Caregivers want the security of knowing there is a back-up in place when they were unavailable. “Being able to pinpoint, get help, no matter what. That’s important.” (Caregiver) “In an emergency, when help is needed quickly, that the PERS with fall detection is the most appealing feature. first responders can get to her and know what they’re looking at, that’s really useful.” (Caregiver) Features Caregiver services are intriguing and generally seen as “I hate to compare a UPS package to a loved one, but I positive by caregivers - ‘just in case.’ like this idea. I just wouldn’t tell him about it.” (Caregiver) Caregivers feel a ‘need’ for the services however, “I’d just buy it and give it to him…for my own peace of roughly half do not think they could persuade their mind.” (Caregiver) elder to wear an emergency device. Need “He may not think he’s ready, but I would push him into Caregivers more likely to purchase than the users. it, like an insurance policy.” (Caregiver)
  • 16. Level of Interest Users Caregivers Mobile PERS Interest Very Interested 18% 18% Somewhat Interested 47% 44% Not Very/Not at All Interested 35% 38% Mobile PERS Relevance Very Relevant 19% 23% Somewhat Relevant 42% 41% Mobile PERS Unique/Different Very Unique/Different 21% 23% Somewhat Unique/Different 53% 56%
  • 17. Motivating Factors for Adoption - Users Health condition becomes 72%B worse/ more complicated 56% 52% Stroke 51% Diagnosed with a new health 46%B condition 36% 45% Heart attack 37% Experiencing a fall/injury 39%B 28% 34% Living alone 33% Becoming forgetful 32%B 21% Interested 24% If my loved ones are worried 18% 15% Not Interested Death of spouse 21%
  • 18. Motivating Factors for Adoption - Caregivers Health condition becomes worse/ more 76%B complicated 60% 43%B If they become forgetful 22% 41% If they experience a fall or injury 43% 38% If they have a stroke 33% 36% Diagnosed with a new health condition 37% Interested 27% If they have a heart attack 29% 8% Not Interested Death of their spouse 11%
  • 19. Purchase Intent at Various Device Prices - Interested Users $50 20% 9% $51 - $99 38% 15% $100 - $150 22% 11% Probably would purchase Definitely would purchase
  • 20. Purchase Intent at Various Device Prices - Interested Caregivers $50 27% 16% $51 - $99 37% 20% $100 - $150 32% 13% Probably would purchase Definitely would purchase
  • 21. Purchase Intent at Various Monthly Service Prices – Interested Users $15 18% 6% $16 - $24 30% 12% $30- $50 21% 10% Probably would purchase Definitely would purchase
  • 22. Purchase Intent at Various Monthly Service Prices – Interested Caregivers $15 29% 15% $16 - $24 22% 20% $25 - $45 31% 17% Probably would purchase Definitely would purchase
  • 23. Key Barriers to Adoption Users Caregivers 1. Don’t want any more bills – 57% 1. They might forget to/not wear it – 57% 2. I don’t really need the device – 32% 2. Don’t want any more bills – 53% 3. I might forget to wear it – 18% 3. Concern over losing device – 32% 4. Concern over loss of privacy – 16% 4. Makes them appear old and can’t take care of themselves – 26% 5. Concern over losing device – 15% 5. Concern over loss of privacy – 20% 6. Make me appear old and can’t take care of myself – 15% 6. It may be too noticeable – 20%
  • 24. In Summary Mobile PERS market in the USA is an attractive market for “people tracking and location” (aka Personal Telematics) solutions Most valued feature is PERS with fall detection Explicit “people tracking and location” features such as “on-demand locate” and “geo-fence” are disliked by users but interesting to caregivers Caregivers will be primary purchasers Users will be primarily women