inStreyed 2012 MARKETING 473
inStreyed Marketing Plan Created By: Krystal Clark, Rainelle Uszynska, Mike Sandifer, Aly Hebdon, Casey Helms 12/4/2012
Table of Contents EXECUTIVE SUMMARY .................................................................... 3 CONCEPT ANALYSIS ......................................................................... 4 WEARABLE COMPUTER INDUSTRY OUTLOOK ........................................................ 4 SITUATION ANALYSIS .................................................................................................. 7 SWOT ANALYSIS .......................................................................................................11 COMPETITIVE ANALYSIS ...........................................................................................12 FIVE FORCES ANALYSIS ............................................................................................13 THE BEACHHEAD ............................................................................ 15 THE WHOLE PRODUCT ANALYSIS ............................................. 15 UNIQUE VALUE PROPOSITION ................................................... 18 FOUR ACTIONS FRAMEWORK: ................................................... 18 RAISE: ................................................................................................. 18 STRATEGY CANVAS ........................................................................ 21 BUYER UTILITY MAP ..................................................................... 22 DAY IN THE LIFE ............................................................................. 24 GO TO MARKET STRATEGY ......................................................... 28 ADJACENT MARKETS AND FUTURE EXPANSIONS ................ 31 WHY WE MIGHT FAIL .................................................................... 33 APPENDIX 1 ...................................................................................... 34 APPENDIX 2 ...................................................................................... 34
Executive Summary Over the past 100 years, technologies used by police officers have continued to evolve, from the first computer-assisted dispatcher system in the 1960s, to the tazer gun, to automated license plate recognition software in 2002. Recently, police departments have started using smartboards in their departments and as technology, continues to advance, so does the technology used by police officers. Police officers face unsafe situations that require them to multitask on an everyday basis, but are not provided with the proper equipment to do so safely and effectively. They are forced to carry around multiple bulky pieces of equipment, use a phone or walkie-talkie type device while driving to communicate with dispatchers, and do not have the instant capabilities to access crucial information in a timely manner. However, evolving technologies to help solve problems of police offers has become stagnant over the past decade. To continually improve the safety, convenience and efficiency for police officers, a new, integrated, technological solution must be developed. inStreyed is a solution for all police officers that want the benefit of a lightweight, hands-free device that performs the functions of multiple devices including, binocular zoom, camera and picture capabilities, voice command, real time information, telephone and dispatch radio functions, and a navigation system. Police officers will be able to use this device using verbal commands and hand motions, allowing officers to have full function of their hands at all times to perform other task. inStreyed is focused on providing police officers with the most innovative, up to date, high tech devices ensuring safety as our number one priority. Piggy backing off of Googleâ€™s existing idea for the Google Goggles and partnering with them will not only provide credibility to our product but also provide an existing foundation to build off of. To test our effectiveness in law enforcement, inStreyed will implement a pilot project in an urban center in the United States for a period of one to two years. Over this time, inStreyed will conduct market research and trend analyses to measure effectiveness and changes in safety. Currently, there are no competitors who provide a whole product solution like inStreyed, but inStreyed will face the threat of rejected adoption to this technology, in addition to civil rights issues, high research and development costs and high retail price as well. In order to succeed, inStreyed must demonstrate the added value and efficiency increases police officers will gain from this device. 3
Concept Analysis Wearable Computer Industry Outlook The industry of wearable computers is the industry inStreyed anticipates competing in. Wearable computers are fully functional, self-powered, self-contained computers that allow the user to access information anywhere and at any time1,2. Some key characteristics taken directly from MIT website classify wearable computers as encompassing the following characteristics3 :
Portable while operational: The most distinguishing feature of a wearable is that it can be used while walking or otherwise moving around. This distinguishes wearables from both desktop and laptop computers.
Hands-free use: Military and industrial applications for wearables especially emphasize their hands-free aspect, and concentrate on speech input and heads-up display or voice output. Other wearables might also use chording keyboards, dials, and joysticks to minimize the tying up of a user's hands.
Sensors: In addition to user inputs, a wearable should have sensors for the physical environment. Such sensors might include wireless communications, cameras, or microphones.
"Attention-getting": A wearable should be able to convey information to its user even when not actively being used. For example, if your computer wants to let you know you have new e-mail and whom it is from, it should be able to communicate this information to you immediately.
Always on: By default a wearable is always on and working, sensing, and acting. This is opposed to the normal use of pen-based "Personal Digital Assistants," which normally sit in one's pocket and are only woken up when a task needs to be done.
This is an industry that seems to be coming to light more and more as technology continues to advance, get smaller, and transform from just a piece of technology into more of a wearable fashion trend or useful device that makes life more convenient. It may be hard to realize that 1
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wearable computers have been around for over 50 years and fits into the history of wearable functional objects including watches, glasses, whistles, armbands, etc. inStreyed intends to take a purposeful, fashionable, protective accessory (eyeglasses) and combine it with technology to create a revolutionary, beneficial, stylish pair of glasses intended for the law enforcement market, particularly for police officers. History of Wearable Computers The wearable computer industry is constantly moving forward in their advancement away from huge, clunky computer devices to more portable, small, unobtrusive computer devices. The evolution of wearable computers has made a drastic leap since the appearance of wearable computers in the 1960s. The path to wearable computers was first paved in 1960 with the patent of the head-mounted stereophonic TV display (HMD). In that same year, the word “cyborg” meaning to describe a person augmented with technological “attachments” was invented. The actual first wearable computer, used to predict roulette wheels, was invented in 1966 by Ed Thorp and Claude Shannon. This device was a “cigarette-pack sized analog computer with 4 push buttons. A data-taker would use the buttons to indicate the speed of the roulette wheel, and the computer would then send tones via radio to a bettor's hearing aid.” Throughout the remaining years and into the 1970s various other wearable devices were created, including the first computer-based head-mounted display, analogue wearable computer with eyeglass-mounted display to aid lip-reading, and more devices to predict roulette wheels, just to name a few4.
1979 was the year wearable computers introduced another life changing device, the Sony Walkman, a wearable cassette player. This device ultimately changed how we listen to music forever and paved the way for today’s technology like the iPod and Zune, whose foundations were based off the idea of the Walkman. The 1980s and 1990s made way for further advancements in the wearable computer industry including the introduction of an active badge system that communicates a person’s location using infrared signals, 286 based “Hip-PC”, Pathfinder system which is a wearable computer with GPS radiation detection system, “Forget4
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Me-Not” continuous personal recording system, “wrist computer” with half QWERTY keyboard, and in the late 1990’s wearable computer fashion shows began to take place along with various wearable computer conferences and meetings.
As wearable computers continue to advance, so do the various uses for these devices and the solutions they provide. Not only did wearable computers start breaking into the fashion industry in the late 1990’s and 2000’s, but they also started to be used and experimented with by various companies to solve their business problems. For example, the wearable computer helps companies by “making location and management of underground assets more productive, more cost-effective, and safer”5, drastically improves the process of surveying, access databases of manuals, make inventory process easier, double work output by helping with reducing time to complete a task, and the list goes on. Not only are wearable computers beneficial to specific companies for specific tasks, but in general wearable computers have helped companies everywhere simplify their processes, allow for convenient access to a computer anywhere at any time, speed up processes, and ultimately productivity gains and efficiency. The purposes for wearable computers encompass a vast variety of uses and will continue to grow within all industries and provide new solutions for these business’ problems. Current Trends Wearable computers continue to grow as technology becomes more sophisticated. Today’s wearable computers provide various solutions to our problems including improving business performance, providing safety, helping the disabled, provide real-time data to users, and much more. With the development and advancements of wearable computers, there have been some trends and evolutions along the way. The first wearable computers were very costly, bulky, noticeable, and were usually only capable of proving a single solution for a problem. As the times of technology progresses wearable computers became smaller, more accessible to all people, more fashionable, able to solve multiple problems with one device, and have become significantly more customizable to fit a certain person’s lifestyle or business need.
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In todayâ€™s industry, the focus is particularly on finding solutions to make oneâ€™s life easier, save time, and make all needs and wants as accessible as possible. One platform that encompasses all of that is the Google Goggles (Project Glass). Google Goggles is an idea, still in its early phases, for augmented- reality goggles that display messages, reminders, calendars, etc. all while the user is wearing them6. Theses interactive glasses are set to have a miniature display or even a display embedded in the lenses which create a product that is fashion conscious, less obtrusive, and extremely functional and portable at the same time. Though the technological kinks are still being worked out and the advancements in technology to allow a device like this to be created may not be for years from now, this is the path wearable technology is headed. Other current trends in the wearable computer industry that are present at this time include, headphones, Bluetooth devices, sleep monitoring systems, heart rate monitoring devices, and even cell phones are sometimes classified in the wearable computer industry because they stem their utility from direct propinquity to the body6 (Manjoo, 2012). The key to continue on the path of innovative wearable computer technology involves combining aesthetics with utility to provide a technology that has jewelry like qualities and is pleasing to the eye while also being small, highly technological, and practical or useful to a person or businessâ€™s everyday life. The future of wearable computers will allow users to move away from the slow, inept devices that respond to our commands into a machine that is attached to our bodies and interacts with our movements and commands directly.
Situation Analysis Technology is aiding closer and more collaborative relationships between law enforcement and the community. These days law enforcement is embracing technological advances such as smartphones, HD cameras and social networking sites to further communication with the public while maintaining a high level of transparency. There are 16,583 police departments employing over one million police officers in the U.S 7. This significantly large market segment receives approximately $4 billion in government grant
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funding annually8. The majority of spending goes towards police equipment needs such as vehicles, weapons, video monitoring, personal protective equipment, and communications and information technology7. Police departments spend a considerable amount on video surveillance with more money spent each year on technological advancements. The market for mobile video surveillance equipment in police cars is forecasted to grow at an average of 6.5% a year through 20138.
Police departments are seeing the benefits of having constant surveillance and video feed. Video can be used as evidence, with its creditability secured with features such as watermarking. The main emphasis of spending goes towards video surveillance in police cars, with over 40% of the 450,000 police cars in America are fitted with digital video surveillance8. However, there are currently no ways to record an incident if the police officer leaves the area surrounding his vehicle. This is the perfect scenario where Google inStreyed could grab a significant portion of the video surveillance market. These glasses are a hands free device with high resolution cameras that a police officer could take with him/her when leaving their car to investigate dangerous situations.
Google inStreyed can not only record videos and take pictures of crime scenes, but also it has the ability to transmit the evidential images back to police headquarters and satellite technology to contact backup and responding officers. Similar tools are being designed for civilians such as the Next Generation 9-1-1 system which enables emergency calls from any device and incorporates information sharing of real-time text, images, video and other data. Police officers could benefit from having similar information sharing tools which would lead to more adequate information between officers and a faster response time obtaining warrants. Police officers are already very technologically linked and comfortable using information sharing tools in social media. In a recent survey of law enforcement officials, 81% used social media for work related purposes9. Another market research study indicated law enforcement used social media for a variety of functions. Mainly for crime investigations (63%) and as a 8 9
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communication tool -- notifying the public of crime problems (44%) or emergency situations (40%); and engaging in conversation with the public -- community outreach and citizen engagement (41%) or soliciting tips on crime (40%)9.
Police agency uses of social media tools Agency does not use social media tools Recruitment Public relations/reputation management Community outreach/citizen engagement Crime prevention activities Notifying the public of emergency Notifying the public of crime problems Soliciting tips on crime Crime Investigation activities 0%
Technology is enabling better communication between law enforcement and the general public, especially in emergency situations. However, technology is a double-edged sword. The police agencies face dozens of lawsuits each year. Technological advances such as capturing pictures and videos of civilians might be seen as an invasion of someoneâ€™s personal privacy.
Top 10 Most Dangerous U.S. Cities*10 City and State 1. Detroit, MI
Violent Crimes per 100,000 2,137
2. St. Louis, MO
3. Oakland, CA
4. Memphis, TN
5. Birmingham, AL
6. Atlanta, GA
7. Baltimore, MD
8. Stockton, CA
9. Cleveland, OH
10. Buffalo, NY
*With a population over 200,000
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SWOT Analysis Strengths and weaknesses are internal to Google, while the opportunities and threats are concerned with external factors.
Strengths: Prominent brand recognition
Extremely unique product design
Large customer base already comfortable with Android products
Opportunities: Expanding presence in the smart device market
High development costs Difficult cost structure
Threats: Continuous evolving technology
Numerous adjacent markets (firefighters, EMTs, nurses, etc.)
High level of competition in the technology markets
Attractive product for the mainstream market
Lawsuits centered around privacy rights
Competing Product Categories
A portable telephone that uses wireless cellular technology to send and receive phone signals.
Hands-free, integrated, all in one, collaborative search, voice command solution.
High Resolution Camera/Video Recording
A camera that produces digital images that can be stored in a computer, displayed on a screen and printed.
Communicate with people around the world, send and receive data, pictures, text messages, videos, etc. Instantly capture still or moving images with the ability to save them to a computer, print them, or share them
Night Vision Glasses
Any electro-optical device that is used to detect visible and infrared energy and provide a visible image. An optical device, providing good depth effect, for use with both eyes, consisting of two small telescopes fitted together side by side. A computer in a vehicle which provides directions to a destination.
Enable the vision of objects and people in total darkness that may not be able to be detected with the naked human eye Magnify and zoom in on objects to a see a closer, more clear view and minor details that are not apparent at greater depths Instant turn-by-turn directions to any location and text and graphic displays of maps
Integrated, all in one solution.
Hands-free, integrated, all in one, image stabilizing, instant share to police database/ network.
Hands-free, integrated, all in one solution with automatic adjusting capabilities. Hands-free, integrated, all in one, voice command, audio-visual mapping.
Five Forces Analysis Threat of Entry: (Low) > (high entry barriers)
Capital investments costs to become established in this industry
Brand identification and customer loyalty
Difficult entry especially if you are a smaller private company
Company like Apple or Microsoft with an equally impressive brand image could cause problems if they were to research and develop similar products
Advanced technology that isn’t easily developed
Large scale operation in an industry that is R&D, capital, and advertising intensive
Learning curve advantages in production
Google’s sheer size and power could deter new entrants into the market
Buyer/Customer Power: (Low)
Product and the service it provides to our target market is very important when it comes to improved safety and efficiency
Customers overall have little influence over price of the product since there isn’t anything else out there to compare it too
Can’t play competitors against each other because there aren’t any current competitors
Highly differentiated product
Large switching costs for buyers
Supplier Power: (High)
Very specific supplier relationship
Not easily interchangeable (no substitutes) due to the complexity and specificity of inputs 13
Supplier products are differentiation and specialized leading to high switch costs for the buyer
Threat of Substitutes: (Low - Moderate)
Changing and improving technology is always an ongoing threat
Already many substitutes for individual aspects of our product
There isn’t one complete product that acts as a substitute for inStreyed’s full product solution
inStreyed is an attractive option for law enforcement since they can house multiple items that they need, and can help them on the job, in one product
High product differentiation
Less competition and higher potential returns due to lack of a price ceiling
No one else currently in this area of the wearable computing market
High Entry Barriers into the industry
First mover advantages making it difficult for another firm to come in and attempt to develop a better product
Fast industry growth
High products differentiation
High exit barriers o Sunk costs o Asset specificity
The Beachhead The beachhead target market for inStreyed will be police officers in urban/metropolitan areas. We will specifically target areas with high crime rates in order to prove inStreyedâ€™s effectiveness. For example, Detroit, MI was considered the most dangerous city in the United States in 2012, with 2,137 violent crimes per 100,000 residents. Police officers face unsafe situations that require them to multitask on an everyday basis, but are not provided with the proper equipment to do so safely and effectively. They are forced to carry around multiple bulky pieces of equipment, use a phone or walkie-talkie type device while driving to communicate with dispatchers, and do not have the instant capabilities to access crucial information in a timely manner. inStreyed is a solution for all police officers that want the benefit of one lightweight, hands-free device that performs the functions of multiple devices including, binocular zoom, camera and picture capabilities, voice command, real time information, telephone and dispatch radio functions, and a navigation system. Police officers will be able to utilize this device using verbal commands and hand motions, allowing officers to have full function of their hands at all times to perform other tasks, protect themselves, and handle any unruly persons. inStreyed is focused on providing police officers with the most innovative, up to date, high tech devices ensuring safety as our number one priority. U.S. police departments are given billions of dollars in grants from Federal, State, and Local governments as well as corporations and foundations, which provides this beachhead with the means to purchase this product and test it out. By partnering with Google, inStreyed will also gain brand recognition and credibility with its users.
The Whole Product Analysis Generic Product The generic product that inStreyed provides is a piece of equipment that gives police officers access to the resources and tools necessary to do their job. inStreyed will be small, portable, and with some training it will be simple to use. Features of the product include high resolution 15
camera, navigation, night vision, voice command, radio dispatch, binocular zoom, internet connection, and ability to access criminal databases. Expected Product The expected product is slightly different than the generic product. Police officers might assume that inStreyed will provide them with every tool or resource they could ever need while doing their job. While this is the long-term plan, it may not be possible until after the product has been tested and reevaluated. Police officers might also assume that they will be able to pick up this product and know exactly how to use it. inStreyed is a very complex piece of technology, and users will need training before they can realize the full potential of the product. Augmented Product The augmented product expectation is that inStreyed will encompass all the tools necessary for a police officer and will therefore be the only piece of non-protective equipment that an officer will need to carry. Using Googleâ€™s current platforms, inStreyed will seamlessly connect to current police resources such as criminal records and databases allowing officers to do their jobs more efficiently. This connectedness will allow officers to be more productive and will ultimately lead to the reduction of crime. inStreyed will come with training, a warranty should anything malfunction, and software updates as they become available. Potential Product Once inStreyed is tested in the market, we will have a better idea of what features are most successful and which features need improvement. We will also have a greater knowledge of a typical day for a police officer and we will be able to include more features that will further increase productivity. In the future, we see a higher level of customization for each officer and regular updates to the system to allow for new breakthroughs and improvements.
Partnerships and Allies inStreyed will be powered by Google’s powerful operating system. This will allow us to have access to Google’s resources and because Google is so well known for its technology innovation, this partnership will also give our product the brand recognition it will need to be successful. Distribution Channels We will choose one or two cities with high crime rates to be our test market. These cities will be determined by marketing research and by the necessary cooperation of the police departments. inStreyed will be provided to police officers by their supervisors once they have completed the necessary training. Pricing inStreyed will work with city police departments and local governments to establish a grant for our product. Most police departments do not have the funding for new technologies, and that is why police grants exist. Many grants already exist for police departments to provide new equipment, technology and training so we believe that this will be the best way to finance this project. Google’s Project Glass is similar to inStreyed and is projected to be priced between $250 and $600 once it is launched. Since the purpose of targeting a beachhead is not to make money, our product will most likely be priced lower than this. Positioning For police officers Whose safety is a growing concern in today’s dangerous environment inStreyed Is the only comprehensive police device That provides increased safety and efficiency for police officers Unlike traditional police technologies visual collaboration network Because it gives police officers a hands-free navigation and communication platform to search and connect instantly in a crisis as well as record videos, take high resolution pictures, and connect to satellite radio technology, among other useful features. 17
Unique Value Proposition inStreyed is everything a police officer could need in a wearable computer, all in one convenient pair of eyeglasses. inStreyed uses voice command and motion sensors, allowing officers to stay focused on the task in front of them. inStreyed gives officers access to criminal databases even when away from their desk or squad car. This means real-time information in a convenient and portable form. inStreyed also includes features such as binocular zoom technology, night-vision, picture and video technology, telephone and dispatch radio functions, and a navigation system. All of these features in one tool enable the officer to move freely because he is not weighed down by dozens of different devices all with a different purpose. inStreyed keeps officers safe, saves them time, and allows them to do their job more effectively. inStreyed will also be successful because there are strong adjacent markets that will reference the target market of police officers, including firefighters, EMT, nurses, doctors, teachers, military, disability, secret service, fishermen, and skiers/snowboarders. Police officers are the beachhead that will make inStreyed successful in crossing the chasm into the mainstream market.
Four Actions Framework: Raise: Efficiency: inStreyed glasses will have the ability to do what it would usually take multiple gadgets to accomplish. The glasses will be useful at all times unlike smart phones which can be distracting when investigating a crime scene and unlike police cars which are hindered by their lack of mobility off roads (and inside buildings). It will enable police officers to be more efficient by not having to carry around as many tools and gadgets on site at work. Safety: Many of the features of the inStreyed glasses were designed specifically with police safety in mind. Police officers are more at risk when they leave their police vehicles. With tools like a flashlight, binoculars, night vision, dispatch radio all accessible through voice command offered through inStreyed glasses, the police officers have a lot more available tools concerned 18
with their safety. Additionally, inStreyed increases public safety by reducing the time officers spend on paperwork and increase the amount of time they can spend fighting crime.
Lower: Price through bundling offers: In order, to make the inStreyed glasses less expensive and more beneficial to our beachhead, police officers, we will offer higher discounts for larger orders shipments. inStreyed glasses were created for entire police departments in mind and we would like to make them affordable enough for every police officer in a department.
Eliminate: Complexity: by lowering software/app variety. Part of the iPhoneâ€™s great success can be attributed to the developed of the App industry but these days the market for smart phone apps is highly over-served. With over a billion apps in existence, consumers have trouble shifting through hundreds of apps that offer the similar features but vary only slightly in layout. inStreyed will come installed with fifteen standard apps for voice communication, tracking features, data capturing/picture taking, Google maps, etc. Each of these fifteen apps installed will go through rigorous testing to ensure quality and guarantee all the app features are compatible with our InStreyed glasses. This will reduce the complexity of shopping for the right app and focus on creating the best user experience with apps specifically catered to our glasses. We will be selective about user created content. We realize the importance of user created content and how it creates even stronger bonds between consumers and our product but we need to establish better understanding of how exactly our basic product works before offering a wide range of random features. User generated content, particularly in the app market, can sometimes be the most innovative but it can also bog down our customers will lackluster content.
This will be especially important in our initial product launch because our product will take getting use to for even the most technologically enthusiastic person. Wearable computers, particularly glasses are a very new product and consumers will have to feel comfortable with our product at a minimalistic level before we start introducing extra features from the original product offering. This is why we will only offer fifteen apps pre-installed and any user created content will have to be screened. Once inStreyed is more established in the eyes of consumers, we will open up more opportunities for user-generated content.
Create: Reliable Customer Service: inStreyed glasses are created with our target marketâ€™s specific needs and problems in mind. We want to ensure that these needs are being addressed and these problems are being offered the correct solutions to the best of our productâ€™s capabilities. This is why we want to create a platform to encourage our customers to give us direct feedback on their product experience. Similar to what we have done in the past with the Project Glass forums, Google inStreyed will offer transparency between our users of our product and developers through online feedback. We will encourage active participation from our users, so we can adjust to their experiences especially in these early stages of new product. There will be an app programmed onto the inStreyed glasses that will have the ability to connect with developers and support at our Google headquarters and send them direct screenshots/pictures of any errors or issues they are experiencing. We will also offer a one year warranty and replace any broken inStreyed glasses.
Buyer Utility Map Purchase
Fun and image
Current Industry Offering
Blocks in the Industry Purchase: There is still a block in the purchase section because customers are taking a risk spending hundreds of dollars to purchase inStreyed and since it is a new product, customers do not know how it will perform and if it will be beneficial to them. Use: inStreyed requires a moderate degree of training to get used to all of the functions it performs and what types of voice commands and/or hand signals are to be used to perform different tasks. There will be an instruction manual, along with a video showing the user how to use inStreyed, but we also expect Police departments to provide training secessions for officers 22
to learn how to use the device. The effectiveness of the productâ€™s features and functions is extremely high as inStreyed provides all of the technological devices an officer needs into one hands free device. This device increases safety, efficiency, and saves officers valuable time. Supplements: All the user will need is this one device. No extra supplements are needed for inStreyed to function, allowing officers a more lightweight, convenient, simpler product to perform all of their duties instead of many individual devices and accessories that only performed one function. Maintenance: inStreyed will automatically update with the newest versions of software to ensure officers always have the quickest, most efficient software to perform their duties. If something were to break or there was a technical glitch, the eyeglasses would have to be taken to an expert who knows how to fix them or sent back to us to fix them. Simplicity: This product offers enhanced ease-of-use once officers have gone through initial training on how to operate the device. With voice command and hand motions operating the device, it is very simple for officers to use. They can keep their hands free to perform other tasks and the device helps the officers to relay information to appropriate sources in real time, also making their duties much easier and reducing the time to complete these tasks Convenience: inStreyed makes all activities officers are doing easier to perform. They no longer have to walk back and forth from their car during routine traffic stops to gather and send information to appropriate sources. Officers no longer have to carry around bulky equipment, have their hands occupied trying to use different equipment. It will now be easier for officers to write reports because they donâ€™t have to try to remember the incident; they now can watch the automatically recorded situation on their glasses and write a more efficient, detailed report. Risk: The financial risk is still blocked by inStreyed because the product is so highly technical, making it very expensive. The risk of use is minimized because inStreyed offers increased safety to officers.
Fun and Image: The device is lightweight, small and futuristic which delights customers. It eliminates the bulky equipment that officers carry around and the number of different items the officer needs to carry with them. inStreyed looks like a futuristic pair of eyeglasses.
Day in the Life Day in the Life (Before) Scene Officer Marshall sits in his squad car one night while working the night shift. As he listens to the chatter on his dispatch radio a car speeds by, definitely exceeding the speed limit. Officer Marshall turns on his siren and lights and proceeds to chase after the speeding car. Officer Marshall hopes this will turn out to be a routine stop. He will catch up to the car, run the license plate and see that the owner does not have a suspended license. He will then approach the car, ask for license and registration, which the driver will provide, and he will have a quick chat with the driver about why he had been speeding. If the driver cooperates, Officer Marshall may let him go with a warning, but if he does not cooperate, the officer will issue him a citation for speeding. However, once Officer Marshall catches up to the car and successfully pulls it over, the driver steps out of the car and takes off on foot. Marshall doesnâ€™t even have time to run the license plates. Desired Outcome Officer Marshall will be able to quickly grab all of his equipment from the squad car and begin chasing the suspect. He will be able to radio into dispatch to let them know about the situation and potentially request back-up. He will be able to stay focused on where the suspect is heading and keep pace with him while conveniently being able to reach for and use his equipment when needed. Finally, he will catch up to the suspect and successfully apprehend him. Back-up will arrive, and the suspect will be taken to the nearest jail. Officer Marshall will return to the police department and spend a couple hours completing paperwork on the arrest he just made. Attempted Approach 24
Officer Marshall sees the man running and knows that he needs to chase after him. He grabs his equipment belt from the passenger seat, gets out of the car and tries to fasten the belt while he runs. The belt is heavy and it does not allow him to run as fast as the suspect. As he fumbles with his radio he loses sight of the suspect. He stops running and radios to dispatch to let them know that he has a suspect on the loose and needs back up. He then pulls out his binoculars to get a better view, but it is too dark for him to see anything. He then pulls out his night-vision binoculars and begins searching. He sees nothing and does not know whether the suspect is armed and dangerous or not. As he stands there waiting for back-up he cannot help but feel exposed to danger and he wishes there was more that he could do. He begins searching for the suspect and moments later his back-up arrives. After several minutes the suspect is found and it is discovered that he was not armed. He is arrested and escorted to the nearest jail, and Officer Marshall heads back to the station where he spends more time than he would like filling out the appropriate paperwork and trying to recall every detail of the incident. Once he has finished the report, his shift is over and he returns home, unable to resume his patrol. Interfering Factors
Police officers must walk back and forth from their squad car to the car that they have pulled over; this increases the officer’s risk of being struck by a passing car or having the suspect flee the scene.
The officer’s equipment belt is very heavy and bulky which could weigh him down while he is trying to chase after a running suspect.
The officer’s equipment belt can also be a distraction. He may look down to find a piece of equipment only to look back up and see that the running suspect has disappeared, again increasing risk of danger.
Carrying all of the equipment that an officer needs often means that their hands are full which can get in the way of effectively apprehending a suspect.
In order to have access to the police database, officers must either be at their car or at the police department. This means that when they are out in the field they do not have access to critical information that could help them with an investigation. 25
After an arrest, police officers must write up reports about the incident. This can take a lot of time because specific details can be difficult to remember when everything happens so fast. This cuts into the time that the officer could be out patrolling and stopping more crime.
Economic Consequences Officer Marshall is unable to keep up with the fleeing suspect and he gets away, never to be seen again.
Day in the Life (After) New Approach Officer Marshall pulls over the speeding car, and before he even gets out of the car, he takes a photo of the license plate with his inStreyed glasses that he always wears when he is on duty. As he walks to the car, he runs the license plate using the wireless connection to the police database on his inStreyed glasses and sees that the owner of the car has a suspended driver’s license. He approaches the driver and asks for license and registration, which he is able to verify using his inStreyed glasses, without leaving the side of the suspect’s car. This gives the driver no chance to escape. Using his glasses he sees that the driver has a warrant out for his arrest and he is able to quickly apprehend the suspect and escort him to the county jail. When he returns to the police department, he quickly reviews the video that he took of the earlier incident using the recording feature on the inStreyed glasses and he then quickly and accurately writes up his report and is able to return back to his squad car and resume patrolling the streets. Enabling Factors inStreyed is the hands-free solution to all of a police officer’s technological needs. Its wireless connection to police records and databases allows officer’s to have real-time access to important information even when away from their squad car. It also increases safety by reducing the time that the officer has to spend walking along the side of the road during a traffic stop by allowing them to run licenses and registration at the side of the suspect’s car. This feature also reduces the likelihood of a suspect taking off on foot which puts the officer in 26
even more danger. However, if a suspect did manage to take off on foot, the officer would be able to immediately take off after the suspect because all of his equipment is stored on his inStreyed glasses. A flashlight, binoculars, night vision, and his dispatch radio are all accessible through voice command thanks to inStreyed. The officer also doesnâ€™t have to be worried about being weighed down by all of these pieces of equipment which increases his chance of catching the running suspect. Once the officer has returned to his department, he reviews the video he took of the scene with his glasses and quickly and accurately writes up his report. This means the police officer spends less time behind a desk and more time patrolling the streets. Economic Rewards The biggest reward gained from inStreyed is the increase in police safety. Many of the features of this product were designed specifically with police safety in mind such as the hand-free voice command which allows the officer to stay focused on the task at hand. Another benefit is the increase in efficiency. Police officers will always have access to criminal records and databases which allows them to quickly get the information they need. inStreyed also reduces the time that officers must spend on paperwork, so they are able to spend more time on the streets, stopping crime.
Go To Market Strategy Promotional Strategy Our promotional strategy will consist of business-to-business selling to police academies and departments, advertisements in law enforcement magazines, online banner ads, and product placement in law enforcement TV shows and movies.
Traditional and Online Advertising
Product Placement Business-toBusiness
Police Academies/ Direct Selling to Police Departments When bringing inStreyed to market, we will focus most of our promotional efforts toward police academies. Police academies help to ensure that police officers meet basic local, state, and federal standards. It is important to market inStreyed to police academies, because it will be an effective way to train officers if they learn the technology of inStreyed while going through school to become police officers. If the recruits learn how to use our product while in training, they are more likely to continue to use it when they become officers. We will also directly sell to police departments in an effort to get each department using inStreyed glasses. We will first target local police stations in high crime cities. For the long-term future expansion, we will market inStreyed to State police departments and create an initiative in an attempt to mandate our product to all departments, making the glasses part of the required uniform for law enforcement.
Law Enforcement Magazines and Websites inStreyed will put advertisements in law enforcement focused websites and magazines like PoliceOne. PoliceOne provides officers with helpful resources and information, making them better able to protect their communities and stay safe while in the field and on the street. PoliceOne provides a trusted and reliable online exchange of information between police officers and departments across the world. The PoliceOne network includes grant funding, career opportunities, industry breaking news coverage, training, and most importantly for inStreyed, they offer product research and analysis from top experts in law enforcement. PoliceOne is the perfect magazine and website to market inStreyed, and will help us to reach our beachhead. We would also put ads in Police Magazine and other online police communities and websites. Product Placement To create awareness and bring inStreyed to market, we will use product placement in law enforcement focused television shows and movies. We will attempt to place inStreyed in Law & Order, The Shield, and NYPD Blue, among others. Product placement will significantly help increase brand awareness, in addition to linking inStreyed with the stars and characters of the shows, creating a perceived endorsement of our product. This creates a perceived Halo effect.
Law & Order
Adjacent Markets and Future Expansions Potential adjacent markets:
Firefighters EMT’s Doctors Nurses Military Government Agencies Snow Skiers/Snowboarders
Future Expansion Looking ahead at our product, once it has been able to “Cross the Chasm” through our beachhead of Police Officers in high crime areas, we will have reached the Pragmatists. Our beachhead will provide others in this segment with a good quality reference allowing us to expand into other adjacent markets that will be able to benefit from our product and its technology. Initially, once InStreyed has become a more reliable and known product and brand, we will be able to expand further into more and more police departments around the country. After tackling the local and state law enforcement agencies we will then be able to move into adjacent markets. Some of these fields could include: firefighters, EMT’s, doctors, nurses, military groups, and government organizations such as the FBI or Secret Service, and action sports/physical activities. We believe that all of these could benefit from the type of technology we would be introducing to the market with our product. Utilization of InStreyed technology in adjacent markets: (Voice command and motions sensors used in every field) -
Firefighters o Ability to see what is happening during a rescue or sweep through of a burning structure o Communicate with other fire trucks and firefighters for larger and more dangerous fires o Easier to report on finding/occurrences during an event
EMT’s o Read vitals on glasses interface o Pull up information quickly o Communicate with the doctors and hospital personnel you are bring the patient to (this way they already know the initial diagnosis and situation before you even get there)
Doctors o Read vitals on glasses interface o Communicate with EMT’s and Nurses faster and more effectively o Detailed video of procedures to look at and study after the fact
Nurses o Read vitals on glasses interface o Ability to access information/records on patient (or all patients) in the hospital database o Easier to switch between nurses that are taking care of the same patient
Military o Similar use to original Instreyed product o Faster communication o Access to databases o Binocular zoom technology o Night-vision o Picture taking and video recording capabilities o Navigation
Government Agencies (FBI, Secret Service) o Similar use to original Instreyed product o Access to databases o Picture taking and video recording capabilities o Walky-talky features o Faster communication
Snow Skiers/Snowboarders o Picture taking and video recording capabilities o Real time info on display Speed Distance Temperature Altitude Health info (heart rate, calories burnt, etc.) Communication between friends
Why We Might Fail With such a high-tech, futuristic, safety altering, improved efficiency product, inStreyed has the potential to prosper and become the next mainstream gadget for the Police force and later expanding to adjacent markets. Since inStreyed is such a high-tech, all encompassing, current industry altering product, there is a high chance of failure. The chance of failure is mainly attributed to the extremely high R&D costs, cost of the product to the customer, learning and training costs of using the product, and the fact that the current methods the police use today would be completely changed with the inStreyed product. inStreyed is creating a faster, more efficient, safer way for police officers to conduct their everyday duties as well as protect themselves from harm in the process. Since police officers currently use all or most of the features inStreyed encompasses in our eye glasses, they may not see the pros of taking the equipment they already use and putting into one set of eyeglasses. There is also the hesitation to use glasses like ours for the fear of the glasses being a distraction to the tasks the officers are trying to perform. The high technicality and R&D costs will clearly be a negative impact to us while trying to create the product but more importantly government agencies and police departments may be hesitant to purchase a product that may cost them hundreds of dollars for one unit that they donâ€™t know will make a big enough impact or improvement to their operations and safety to take the risk in doing so. In addition, the technology used in inStreyed is highly advanced and not easily developed so all technological glitches have to be completely worked out before sent to market. Finally, inStreyed may fail because entry to private companies especially may be difficult and advertising this type of product will be challenging. A product designed for such a specific industry cannot be advertised through traditional mediums, therefore making it potentially complicated getting companies to purchase our product.
Appendix 1 1) Public Safety Market Information | eHow.com
http://www.ehow.com/facts_7575008_public-safety-market information.html#ixzz2AqC9VPer 2) HD Cameras Steal Market Share in the In-car Police Video Surveillance Market
http://www.securitymarketintelligence.com/press_releases/HD_Cameras_Steal_Market _Share_in_the_Incar_Police_Video_Surveillance_Market 3) US Dominates Police Car Video Surveillance Market
http://imsresearch.com/news-events/press-template.php?pr_id=990 4) Technology’s Impact on Law Enforcement http://www.policechiefmagazine.org/magazine/index.cfm?fuseaction=display_arch&article_id= 2317&issue_id=22011
Appendix 2 1) Mann. S. (1996) ‘Smart Clothing’: Wearable Multimedia and ‘Personal Imaging’ to Restore the Balance between People and Their Intelligent Environments, Proceedings, ACM Multimedia 96, Boston,MA, Nov. 18-22, 163-174, http://wearcam.org/acm- mm96.htm. 2) Mann, S. (1997a). Wearable Computing: A First Step Toward Personal Imaging, Computer, Vol. 30. 3) Mann, S. (1997b). Eudaemonic Computin,.0’ Unobtrusive Embodiments of ‘WearComp’ for Everyday Use, IEEE Proceedings of the First International Symposium on Wearable Computing, Cambridge, MA, Oct. 13-14, http://wearcomp.org/eudaemonic.html. 4) MIT Home Page. Wearable Computing FAQ. http://lcs.www.media.mit.edu/projects/wearables/FAQ/FAQ.txt 5) Rhodes, Bradley. A brief history of wearable computing. http://wearables.www.media.mit.edu/projects/wearables/timeline.html 34
6) Xybernaut Corporation. http://xybernaut.com.htm 7) Manjoo, Farhad. You Will Want Google Goggles. http://www.technologyreview.com/review/428212/you-will-want-google-goggles/
8) Fisher, Daniel. Detroit Tops the 2012 List of Most Dangerous Cities http://www.forbes.com/sites/danielfisher/2012/10/18/detroit-tops-the-2012-list-ofamericas-most-dangerous-cities/