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Fall Detection Technology Verhaert

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Productising technology; a case study presented by Verhaert on Innovation Day 07

Productising technology; a case study presented by Verhaert on Innovation Day 07

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  • 1. © MASTERS IN INNOVATION ® Fall Detection Technology VERHAERTINNOVATIONDAY – OCTOBER 12th, 2007 www.mastersininnovation.com Fall Detection Technology Ann Van Mele ann.vanmele@verhaert.com www.verhaert.com Commercially confidence – This presentation contains ideas and information which are proprietary of VERHAERT, Masters in Innovation*, it is given in confidence. You are authorized to open and view the electronic copy of this document and to print a single copy. Otherwise, the material may not in whole or in part be copied, stored electronically or communicated to third parties without prior agreement of VERHAERT, Masters in Innovation*. * VERHAERT, Masters in Innovation is a registered trade name of Verhaert Consultancies N.V. www.mastersininnovation.com CONFIDENTIAL 12.10.2007 Slide 1
  • 2. © MASTERS IN INNOVATION ® Fall Detection Technology Agenda • Introduction fall detector www.mastersininnovation.com – What? – Value? – Market? • Competition • How can we make a better product? – Consumer insights – Value canvas (diversify of competition) • What kind of product – Primary – Secundary – Experience • How can we bring this product to the market? • Conclusion CONFIDENTIAL 12.10.2007 Slide 2
  • 3. © MASTERS IN INNOVATION ® Fall Detection Technology Introduction “fall detector” • What? www.mastersininnovation.com – Device that measures a fall of the user, in most cases elderly – By 2050 the number of elderly (+ 60 year) will exceed the number of youngsters (< 15 year) Value? – Risk of fall increases with age – Risk increases more after a first fall – In most of the falls no physical injury But in most cases it leads to physiological injury immobility/social isolation CONFIDENTIAL 12.10.2007 Slide 3
  • 4. © MASTERS IN INNOVATION ® Fall Detection Technology Introduction “fall detector” www.mastersininnovation.com • Chronic illness, M.S, Parkinson, palliative, ... Dependent Medical • Chronic illness (diabetics, care hypertension,…) Care provider • Short “after hospital” care (home care) Medium independant Consumer market fairly independent • Feeling of unsafety • Reduced hearing/visability Market segments • Risk of fall due to Healthy, independent • Osteoporosis • Balance disturbance • Riggid muscles,... Elderly segments CONFIDENTIAL 12.10.2007 Slide 4
  • 5. © MASTERS IN INNOVATION ® Fall Detection Technology What’s on the market? www.mastersininnovation.com CONFIDENTIAL 12.10.2007 Slide 5
  • 6. © MASTERS IN INNOVATION ® Fall Detection Technology How can we make a better product? make a strategy and evaluate the result upon these. www.mastersininnovation.com • Feasibility Added value - a balance • Desireability • Usability consumer • Allowability insights - Sustainable strategy + design strategy Disruptive strategy New New qualities Unwanted value Product effects canvas Product innovation is about searching for a positive balance for the buyer / user between advantages and disadvantages. = Customer Perceived Quality CONFIDENTIAL 12.10.2007 Slide 6
  • 7. © MASTERS IN INNOVATION ® Fall Detection Technology Connect to consumer insights Our research outlined: www.mastersininnovation.com • Attitude wrt technology: may not see new product as indication of dependency. • Promotion & marketing: more attention to positive aspects than negative associations (e.g. unsafety, fear,...) Social acceptability • Esthetic design: reduce the visibility of the product, need to form an harmonious part with the environment or not visible. System acceptability • User-empowerment: user always has control over • Utility data which is sent out. • Usefulness •Easy to learn Practical •Usability acceptability •Cost •Efficient to use • Automatic system: user needs to be confronted as •Compatibility •Easy to remember •Reliability little as possible with the technical aspects of the •Few errors •... product. •Subjectively pleasing... Nielsen Acceptability model CONFIDENTIAL 12.10.2007 Slide 7
  • 8. © MASTERS IN INNOVATION ® Fall Detection Technology Connect to consumer insights • Description profile PAS- users • Description profile PAS- users www.mastersininnovation.com – Duration: – Dependency of care: • Average: 503 days • PAS systems mostly used for light or average care dependant • 40% of PAS users, rent system for max. 1 year – Financial situation – Frequency: • Mostly used by financially poorer group • 50 % of PAS users appeal for assistance 1 to 2 times/month – PAS and renting of other material – Reason for obtaining: • PAS users have 4 to 5 times more need for material • After a first fall of healthy problem mobility (beds, wheelchairs, elevators,...) • Not preventive • Children start initiative to use a PAS system (1/3 ) • PAS system is more and more condition to release form hospital – Reason for use • Only 15% for alarm • False alarms 37,5%, calls for different fault reports – Age • 69,7% of PAS users is older than 80 years old. • 28,3% between 60 & 79 years old • 98% of users is + 60 – Gender • 82% are women, 18% men CONFIDENTIAL 12.10.2007 Slide 8
  • 9. © MASTERS IN INNOVATION ® Fall Detection Technology raise reduce create eliminate Diversify from the competition Tunstall Verhaert Value Canvas Fonium high www.mastersininnovation.com perceived map your competitors! low Primary function Services Size Medium to very fall detection dependant users All-in-one device Street price RVT market CONFIDENTIAL 12.10.2007 Slide 9
  • 10. © MASTERS IN INNOVATION ® Fall Detection Technology A product is a set of levels of functionality creating an experience primary functionality is “only” robust fall www.mastersininnovation.com secundary functionality / detection creating interaction preparation handling storage transport primary maintenance functionality installation delivery … CONFIDENTIAL 12.10.2007 Slide 10
  • 11. © MASTERS IN INNOVATION ® Fall Detection Technology Primary functionality: detecting of fall • Development of a reliable technology www.mastersininnovation.com – Intelligent device • 2-phases fall detection (not only shock) • Recognition of more than 10 different fall types • User can de-activate the device – Developed together with research institutes in Antwerp and Brussels – Development of fall detection took more than 9 man year with extensive validation trials in different institutes. – Types of fall • Forwards, side wards, backwards, fall from chair, sliding, fall out the bed, gliding from chair,… – No alarm in case of: Complexity of falls • Stumble without a fall, running, jumping, sitting down, standing up from the chair, fast lay down,… CONFIDENTIAL 12.10.2007 Slide 11
  • 12. © MASTERS IN INNOVATION ® Fall Detection Technology raise reduce create eliminate Tunstall Diversify from the competition Fonium Verhaert Value Canvas Verhaert high www.mastersininnovation.com perceived low Primary function Experience & Convenience Services Size Medium to very fall detection soft look body location dependant users All-in-one Consumer Female device market Acceptance Street price RVT market CONFIDENTIAL 12.10.2007 Slide 12
  • 13. © MASTERS IN INNOVATION ® Fall Detection Technology Secundary features • Important secundary features: www.mastersininnovation.com – De-activation button • Easy to activate – no need to search button – Panic button • Easy to activate – no need to search button – Alarm via SMS – Adjustable lenght to fit personal preference creating an experience – Discrete wearing, under clothing secundary functionality / creating interaction – Plug & play (programming at POS of 3 “ice” preparation numbers) handling storage – Connectivity with all bluetooth mobiles primary transport functionality – Additional features for care providers maintenance installation (no impact on dimensions, …) delivery … • Temperature • Inactivity CONFIDENTIAL 12.10.2007 Slide 13
  • 14. © MASTERS IN INNOVATION ® Fall Detection Technology Create a unique product experience • Massage stones with healing effect www.mastersininnovation.com – Used different cultures to awake good feeling – Zen principle (balance nature and spirituous rest) Senio Fall detector comfort for the senior & for the environment with unique design that fits women and men. CONFIDENTIAL 12.10.2007 Slide 14
  • 15. © MASTERS IN INNOVATION ® Fall Detection Technology How can we bring this product to the market? • Twofold marketing strategy – Care providers, RVT, OCMW www.mastersininnovation.com – Life style consumer market • Fall detector with information on mobile of children in case of fall • Preventive life style monitor for fairly independent users • In combination with GSM (bluetooth connection) • Distribution via: telecom providers, pharmacists,… CONFIDENTIAL 12.10.2007 Slide 15
  • 16. © MASTERS IN INNOVATION ® Fall Detection Technology Conclusion • Robust fall detection is the olympic minimum to enter the www.mastersininnovation.com segment. • Product acceptance, however, and the associated adoption timeline will be driven by the ability of manufacturers to connect with the user needs. • Being the second one gives a valuable advantage: learn from the first ones on the market, and, even more important: do better! CONFIDENTIAL 12.10.2007 Slide 16
  • 17. © MASTERS IN INNOVATION ® Fall Detection Technology www.mastersininnovation.com Verhaert New Products & Services nv Hogenakkerhoekstraat 21 9150 Kruibeke Belgium Tel +32 (0)3 250 19 00 Fax +32 (0)3 254 10 08 www.verhaert.com info@verhaert.com www.mastersininnovation.com CONFIDENTIAL 12.10.2007 Slide 17