GOVHACK 2017 Psst! The Mobile Eye Test For Seniors

©2017 Symbio Agency Ltd. - All Rights ReservedWeb: http://www.symbioagency.com | e:rfi@symbioagency.com
MOBILE EYE TEST FOR THE ELDERLY
Data Driven Marketing and Mobile Apps for Seniors
http://govhack2017.symbioagency.com
DATA PARTNERS:

Overview
Introduction and Background
The Problem and Challenges
Strategy Solutions and Services
Data Sources, API’s and Tech Partners
Expected Results
Next Steps
#GOVHACKNZ
#GOVHACKWELLINGTON
#CIVICINNOVATION
#CIVICTECH

Population Ageing in New Zealand
Latest projections indicate that the population
aged 65 years and over is expected to grow by
about 100,000 during the current decade, to
reach 552,000 by 2011. The pace of increase
is projected to pick up after the year 2011,
when the large baby boom generation begins
to enter this age group. For instance, between
2011 and 2021 the elderly population is
projected to grow by about 200,000 and in the
following ten years by 230,000.
By 2051, there will be over 1.14 million people
aged 65 years and over in New Zealand. This
represents an increase of 715,000 or 166
percent over the base (1996) population. They
are expected to make up 25.5 percent (or 1 in
every 4) of all New Zealanders (4.49 million).
Source:
http://www.stats.govt.nz/browse_for_stats/people_and_communities/older_people/pop-ageing-in-nz.aspx

Key Facts About Senior Drivers
This table shows that
the number of people
in New Zealand aged
65+ is about 675,000.
It's increasing at
nearly 4% per year -
the fastest growing
sector of our
population. The
population of people
over 65 is projected to
increase at a faster
rate and reach
1,000,000 in the next
10 years.

Senior Population Statistics
There was a 47% increase in license holders over 60 between 2004 and 2014 and a 73%
increase in license holders over 80. In 2013, there were about 500,000 full license holders over
65, out of a total of 2.7 million.
Older drivers are also among the most safety-conscious drivers on our roads.
A 2014 survey of AA Members over 75 years of age found that:
35% said that if they could no longer drive they would feel frustrated
28% said they would feel isolated
23% said that they would feel annoyed.
Senior drivers will become an increasing group of drivers on our roads. It’s important
that they remain capable, safe to drive and up to date with our road rules and
changing car technology.

Ministry looks to cut vision tests
 Ministry considers eye testing
redundant, expensive and
obsolete
 Want to move to an “online”
system.
 Drivers would “declare” their
sight is ok via web.
 $13.7 million savings mainly
through cutting time spent
travelling to licensing agents.
 Failed to consider a mobile
solution which could bridge the
gap between testing centers and
a check box option.
http://www.stuff.co.nz/motoring/news/79183032/
bad-eyesight-doesnt-make-you-less-safe-as-a-driver-ministry-looks-to-cut-vision-tests

The Problems and Challenges
 Expensive equipment in a few scarce testing centers
 Not portable or mobile demanding time/location
 Technology is outdated and basic. (text + LED light)
 Human resources are required. No self service.
 Content is static, simple, stale and not engaging.
 2-5 years between each test is far too long.
 Seniors is a rapidly growing cluster responsive to technology

Process and Age Requirements

Instruction, Training and Licensing

Psst! There Is A Better Way!!!

Psst! Pass Seniors Sight Test (P.S.S.T)
Prescreening, testing and training.
Practice for written, driven and certification
Exciting, engaging and accessible
Mobile, portable and shareable
Inexpensive and ubiquitous (smartphone)
Family friendly, dignified conversation starter

1. Segment the ageing population and target them with a
mobile eye test which can be taken anywhere anytime to
determine if it’s safe to drive. Direct Mail (Branded Google
Cardboard)
2. A mobile app for basic eye test, charts and LED’s for
web/mobile to run on basic smart phones.
3. Targeted Marketing via TV, Social, Web and Mobile.
Collaborative targeting using GOV data to segment the
audience. Facebook Audience Tool, LinkedIn, Twitter,
Instagram (Premium Publishers) and Sign On services
like: AOL, Amazon, Ebay, Netflix, etc
4. Available at the grocery store, pharmacy, library,
community centers and assisted living.
5. Training and Driving Lessons: VR / AR Apps for Road
Code, Tests and practical driving and training. Augmenting
or perhaps even replacing expensive driving lessons with
an instructor.
6. Digital Inclusion for disabled people who may be impaired
or temporarily incapacitated. (OPENGOV)
Strategy Solutions and Services

Strategy Solutions and Services
Branded Google Cardboard Direct Mail
Partner with Google, AA, NZTA, VTNZ etc to offer a Eye Test for Seniors mobile and
home based kit which works with most smart phones.
Mobile research starts with DATA
As search is the most common starting point for mobile research, be there when
potential customers are looking for you. Tailor your search ads with mobile-preferred
creatives and speciﬁc mobile calls to action, such as “Call now” or “Visit our mobile
site.” Using Government data from Statistics New Zealand we can segment and target
with collaborative targeting programs via partners like Facebook, Twitter, Amazon,
AOL, SPARK, Ebay, Netflix, and Lightbox.
Location proximity matters to mobile consumers
Help consumers ﬁnd you by enabling location extensions which let users know how
close they are to your business and which provide directions. Our mapping data will
be integrated with Mobile Apps, VR Apps, Augmented Reality and Training products
and services. Partners include: Google Maps, Here, and Microsoft using standard
API’s.
Consumers spend time researching on mobile
Ensure that you have a mobile-optimized site as consumers visit business websites on
their phones on average 6 times in their purchase process. Start with a mobile-
friendly
site for the majority of your visitors and extend to apps for loyal, repeat customers.
Outreach, Developers and Partners
Develop API, Syndication and Innovation

Data Sources, API’s and Tech Partners
• Age Concern New Zealand
• Grey Power New Zealand Federation
• New Zealand Automobile Association (NZAA)
• Vehicle Testing New Zealand (VTNZ)
• Vehicle Inspection New Zealand (VINZ).
• Royal New Zealand College of General Practitioners
• Occupational Therapy New Zealand
• Office for Senior Citizens
• New Zealand Automobile Association
• Safe and Sustainable Transport Association
• Living Streets Aotearoa
• TRAFINZ New Zealand Local Authority Traffic Institute
DATA PARTNERS:

Market Segmentation
DIRECT
MASS
Low HighLow High
RiskPopulation

Marketing aligned with seniors
Offline only
•Direct Mail
•Call centers
and home
delivery
Offline /
Online
•Run separately
•Applications
driven by:
•Traditional
Media
•Direct Mail
Offline + Online
integration Bring the intelligence of DM
and combine it with the scale and reach
of online
Online Only

Data Sources, API’s and Tech Partners
 Targeted Marketing, Personalization and Matching
 Premium Publishers
 FACEBOOK API and AUDIENCES TOOL
 Collaborative Targeting and Data Onboarding
PARTNERS FOR MATCHING AND
COLLABORATIVE TARGETING
Heavy
Amazon
Shoppers
NZTA GOV
DATA
Matched
Data

Matching With Social Data
LinkedIn
ACC Data
Stats NZ
Matched
Data

4
SMS / MMS / Mobile Digital Inclusion

Direct Mail and Product Outreach
Google Cardboard promo

Mobile, Social and Virtual Reality

Driving School and Training
Virtual Reality / Augmented Reality

Mobile / App / Testing

Process and Methodology
Mobile Development process includes 5 phases:
Define Dream Design Develop Deliver
Understand
the business
goals app.
Consider
data
sources.
Identify
innovation.
Stakeholder
engagement
.
Rough
sketches,
blue sky
ideas and
creative
thinking.
Mock ups
Wire frames
User
Experience
Refine and
tighten
designs.
Content
Design
interface
Re-skin able
White Label
version.
Build and
implement
creative and
technology
Adapt for
multi –
platforms,
devices and
browsers
Delivery
of digital
assets.
Launch.
Review
and
measurem
ent.
Phase I Phase II Phase III Phase IV Phase V
360° Digital Strategy and Distribution: Anytime, Anywhere, Any
Device =
“Build once, deploy to many”

Examples and Case Studies

Michael J Fox Foundation Strategy

NHS Digital Pamphlets for Mobile

NHS Football Injury App
Description:
 Packaging of body map content for target
audience of football fans and players
 Drill down on body parts to expose
information
 Highlight most common footballer injuries
 Historical injury and recovery information
about famous footballers
 Injury prevention
 Improved recovery and rehabilitation
 Exploit World Cup buzz and excitement
Status:
 Prototype developed
 Presented at mfootball conference (Jan 21st
)
2010
Next Steps:
– Build HTML
– Integrate feeds (NHS Choices, Football
United, FIFA)
– Launch and Promote (March)

Yahoo! NHS Partnership (API)
Description:
 Strong partnership with
Yahoo!
 Yahoo! Mobile team
have implemented our
feeds for the entire
Yahoo! Health section
on Yahoo! Mobile.
 Yahoo! Web connected
TV’s coming onto the
market and support
web connected widgets
 Flickr can provide stock
photography to our
Syndication content
centre

NHS Widgets and Videos
Description:
 iGoogle Gadgets are
web based widgets
which run in iGoogle
 iGoogle Gadgets are
hosted and
promoted in the
Google Gadget
gallery
 They support HTML,
CSS and Video

NHS Syndication and API Hub
Description:
 Destination for partners
 Registration for web
services and API keys
 Contact information
 Content manageable
 Access to Mochila
Marketplace
 Distribution of
Syndication Products (fact
file, iGoogle etc)
 Blog/News
 Showcase site examples
 Forums for conversation

NHS Wellness and ER Waiting Times
PROBLEM
Individuals lack knowledge of real-time wait
times across bricks and mortar facilities.
Lack of information prior to ER/A+E Visits: POS
access to web or phone for self service options
Streamline footfall reducing loads and sending
patients to locations with shorter wait-times.
SOLUTION
Audit of health care and other public services
data
Identified innovation and localized dev
Worked with United Lincolnshire Hospital Trust
to develop improvements to dashboard
functionality currently provided on their website (
www.ulh.nhs.uk/for_patients/ae_live_waiting_times.asp
)
We developed a proof of concept for mobile and
downloadable widgets for Innovate UK / Gov.uk

Uber / Cadillac Detroit Auto Show
Uber + GM Auto Show Experience
Uber created a custom GM vehicle option within the
application that available to geofenced and segmented
targeted users in market
Users were able to request a ride to the Auto Show in
a GM featured vehicle to create an exclusive and
unique experience
This revolutionary experience was unlike anything
ever done for the Auto Show and placed GM a step
above it’s competition
Experiential Marketing takes the Auto show OUT of
the convention center into the city and allows
customers to test drive and ride exclusive vehicles
which aren’t even available to dealers.
Web: http://www.symbioagency.com | email: maitland@symbioagency.com

Uber / Cadillac Detroit Auto Show
Web: http://www.symbioagency.com | email: maitland@symbioagency.com

TrafficWatch OpenSource Widget
Strategy:
Exploit recent developments in web connected
desktop apps which work universally on mac or pc
Research and insights:
Yahoo acquires Konfabulator Widget Engine.
Most downloaded Widgets in the Yahoo Gallery are
web cam related.(Panda Cam, volcano cam etc)
Existing content: Traffic cams are popular and freely
available on the internet via web browser.
The Problem:
TrafficCam websites are disparate, clunky, only
available with a full web browser and not easy to
use.
Solution:
TrafficWatch Brand and Website Design
Domain name: http://www.trafficwatch.co.nz
Yahoo Widget development (screenshot below)
Test and launch
Press Release and marketing blast to media outlets

Results:
Yahoo Widget Gallery - 22,160 downloads in 6
weeks. (Does not including derivatives like Paris
Traffic Cam, etc)
Television New Zealand One News produces
video feature TVNZ article:
http://tvnz.co.nz/view/page/123456/695312/
National Business Review – January 29th, 2007
Microsoft partners with Symbio to design Gadget
for Vista New Zealand and live.com
National Business Review – April 5th, 2007
Option 3 – Local political lobby group endorses
the product: http://www.option3.org.nz/
The Channel Magazine – September 2006
Scoop Independent News:
http://www.scoop.co.nz/stories/BU0604/S00097.
htm
Vista Gadget downloads – 250,000+ downloads
(750 a month ongoing)
Facebook application designed and implemented

Best in Class - Good Year Driving Academy
2016, and as part of the Driving Academy program,
Goodyear launched their first VR (virtual reality) app to
connect with young drivers and make them aware of the
dangers of driver distraction. The app, which uses Google
Cardboard, aims to educate young people of the dangers of
driver distractions through an immersive experience which
puts them in the driving seat, and is used as part of the
annual Young Driver Challenge competition run by Young
Driver as well as promoted by the DIA through their
extensive network of learner drivers. Developed in
conjunction with the Driving Instructors Association (DIA),
the game tasks the player to drive through various
scenarios whilst navigating internal distractions, such as
text messages appearing, or passengers talking, and
external distractions, such as pedestrians crossing the road.
The free app is available for public use on (available in
Google Cardboard and non-VR formats) and is also used at
Young Driver centers across the country as part of our
Goodyear Driving Academy program. To find out more visit
the Goodyear website here.

web: http://govehack2017.symbioagency.com
email: maitland@symbioagency.com
twitter: http://www.twitter.com/maitlandwaters
linkedin: http://www.linkedin.com/li/maitlandwaters
youtube: https://youtu.be/DnE9G5du6oE
slideshare: http://bit.ly/psstgovhack2017
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GOVHACK 2017 Psst! - The
Mobile Eye Test For Seniors

GOVHACK 2017 Psst! The Mobile Eye Test For Seniors

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