Executive a synthesis of all products, as well as

Executive Summary

When
developing a new product, it is critical for marketers to learn what products
are currently in the market, and what were the products that they replaced?
Over the past century millions of product launches have occurred, some by
accident and some by demand. This report will focus on four product launches
and two services including: Life Alert, Philip’s Lifeline, the cell phone,
aerosol spray cans, lights, and the first on cell phone camera.

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            Based on our group project product,
the Harm Alarm, these products and services are the building blocks to
developing our product in the most efficient, original, and practical way. The
report will focus on the product launches, inventors, new products developed
from the original design, a synthesis of all products, as well as a focus on
where the information was found and how it can be used for further reports.

 

 

 

 

 

 

 

 

 

 

                                                        

Product
Selection and Analysis

1.      Life
Alert Emergency Response

Founded
in 1987, Life Alert Emergency Response is a “wireless manually operated
emergency contact device for the home” (Mal, 2007).  Their service was launched in response to a
demand in seniors seeking “independence and comfort, living their lives the way
they want to, with a feeling of safety and peace of mind” (Life Alert Emergency
Response, 2014).
The infamous trademark “Help, I’ve fallen and I can’t get up!” was based on a
company called LifeCall’s trademarked slogan “I’ve fallen and I can’t get up!”
whom went out of business in 1993 (United States Patent and
Trademark Office, 1992). Life Alert purchased the rights to the
slogan in 2002, using both versions of the slogan in highly successful
television ad campaigns (Melissa Bentivolio, 2014). The commercial containing
the slogan was “ranked #1 on USA Today’s List of Most Memorable Ad Campaigns” (PR WEB, 2007) in 2007, and “when
asked, many people can’t remember the name LifeCall, but everyone remembers the
commercial. Most people now associate it with the current trademark holder,
Life Alert” (Melissa Bentivolio, 2014). With commercials
featuring a dozen ways of getting injured, LifeAlert’s product launch utilized
fear as a way of stimulating demand.

            Many scholarly articles criticize
the use of “on-body wearable units” as many seniors struggle with memory loss,
and remembering to wear the unit poses as a disadvantage to using the product. (Williams, Ganesan, &
Hanson).
However this does not stop many seniors from utilizing the service despite cost
of the unit, or wearing the unit itself.

            Although not the first to patent
this kind of technology, Life Alert is one of the most popular emergency
response systems in America, employing over 600 people, and today receives over
2 million calls annually saving one life approximately every 10 minutes (Life Alert Emergency
Response, 2014).

            Life Alert was chosen for this
report as its service is similar to the tentative group project product, the
“Harm Alarm”. Supporting literature was based on database search results and
the Life Alert Emergency Response official website.

2. Philip’s Lifeline

Philip’s
Lifeline, similar to Life Alert, is “an easy-to-use personal response service
that lets you summon help any time of the day or night- even if you can’t
speak” (Philip’s Lifeline, 2015). Unlike Life Alert,
Lifeline offers a variety of ways to use the service and can cost “little more
than a dollar a day” (Philip’s Lifeline, 2015) (Federal Communications
Commission).

            Lifeline was developed by
“psychologist and gerontologist Dr. Andrew S. Dibner” who patented the idea in
1974. Its product launch was marketed “primarily through hospitals and other
healthcare facilities as a community service” (Philips Lifeline, 2015). “In 2006, Philips acquired
Lifeline Systems, changed the name to Philip’s Lifeline, and added the company
to its respected line of home healthcare solutions” (Philips Lifeline, 2015).

Lifeline continues to offer some of
the best features in comparison to competitors according to a Consumer Report’s
article on medical alert systems (Byrne, 2014) including:

·        
Largest
range (in feet) to use the product

·        
Automatic
fall detection

·        
No
minimum obligation or cancellation fee

However
the product does not offer GPS, which is a major feature in the Life Alert
service. Considering it was the first of its kind, Lifeline kick started the
personal response product industry when launching their product. Despite
growing competition, Lifeline “remains the #1 medical alert service in the
United States” (Philips Lifeline, 2015).

            This product was chosen for this
report as one of the foundations of personal medical response devices, and
sources were found via Macewan databases, consumer reports, and the Phillip’s
Lifeline official website.

 

3.  The First Cell Phone

It
is said that Martin Cooper “is the father of the mobile phone”, after creating
the first handheld mobile phone with Motorola on April 3, 1973 , (Shiels, 2003) later patenting the
system on October 17, 1973 (Cooper, et al., 1973).

The
product was launched because:

 “people
want to talk to other people –not a house, or an office, or a car. Given a
choice, people will demand the freedom to communicate wherever they are,
unfettered by the infamous copper wire. It is that freedom we sought to vividly
demonstrate in 1973” –Martin Cooper (About
Money, 2003)

            The launch of the mobile phone
changed technology and wireless telecommunications, framing the groundwork for
the cell phones we use today, and contributing to what is now the 6 out of 7
billion people in the world who carry cell phones (Steve Robson, 2013).

            The first mobile phone was chosen
for this report as its primary use at the time was solely wireless
communication with other people, relating to the wireless emergency service
provided by Life Alert and Lifeline. In order to communicate to the
authorities, Life Alert and Lifeline both utilize a version of the mobile phone
to make their services successful, so choosing this product shows the
foundation of how those two products are used. Sources were found primarily in
journal articles, Google scholar databases, and patent directories.

 

4. The Incandescent
Light

The
incandescent lamp is one of the greatest inventions in the late 1800’s. Holding
multiple patents including the “Improvement in Electric Lights” and
“Electric Lamp”, Thomas Edison is often referred to as the inventor
of the light bulb (Edison, 1878) (Edison, 1879).

            Electrical lighting was invented for
dozens of reasons, including the risk involved with owning and lighting
candles, health risks with burning oils and inhaling smoke, and the overall
desire to have a controlled system that is long lasting and  sustainable, which was not a commodity in the
1800’s.

            The first use of Edison`s light
occurred February 1880 when Henry Villard, president of the Oregon Railway and
Navigation Company became ‘enthused’ with Edison’s light, and ‘boldly decided
to purchase an Edison lighting system for a new steamship, the S.S
Columbia” (Smithsonian
).
By January 1881 the lighting system had its first commercial installation,
purchased by printers: Hunds, Ketcham & Co. (Smithsonian ).

            This invention then lead to electric distribution, motion
pictures, and millions of other products that use light today. It is used in
this report due to its numerous applications and further advancements over the
century. Sources were found based on patents and American history articles from
the Smithsonian.

 

 

 

5. Aerosol Spray Cans

Aerosol spray cans were
patented November 23, 1927 by Norwegian engineer Erik Rotheim though the
concept “originated as early as 1790” (Bellis) (Rotheim, 1928) .One of the first commercial uses was
during World War II, when the American government sought out a way to carry
“malaria-carrying bugs”. The research lead to Lyle Goodhue and
William Sullivan, whom developed an aerosol can pressurized by liquid gas in
the 1940’s. (Bellis).

            This portable spray 
can lead to even more uses than military, including the common hair
spray, spray paint, or non-stick sprays purchased today. Spray paint was actually
patented later in 1950 by Edward Seymour as a ” Hermetically sealed
package for mixing and discharging paint” (Seymour,
1950).

            Aerosol spray is one of the key
features in our group project product, so naturally the history of how and when
it was invented is critical knowledge in developing our product. Its use in the
military and protective forces as a way of developing the product fits
perfectly with our emergency response feature of the product. Sources were found
based on inventor websites and patents.

6. Cell Phone containing a Camera

“The Sharp
J-SH04 was the world’s first mobile phone to fully integrate a camera with the
mobile’s telephone function, allowing the resulting picture to be sent over the
mobile network. This allowed a consumer to share what they were seeing with a friend”
(History
of GSM, 2015)
(Debjit,
2010).
Released in November 2000 the phone:

·        
weighed 74g

·        
dimensions of
127x39x17 mm

·        
known to be the most
modern alike

(Debjit,
2010)

            The product was launched because
people wanted to send and see their pictures instantaneously, not wait until
their digital camera (which was invented 25 years earlier) had developed the
pictures. (Debjit,
2010).
The mobile phone and camera combo was one of many features that are now
integrated on almost all cell phones today.

            Cell phones with camera technology
revolutionized the way in which we communicate. Not only could you hear
the  person you were talking to, but you
could receive visuals within minutes. The audio/visual market expanded the into
the mobile phone market and has been incorporated ever since.

            Given that our product takes photos
and live steams video, it is important to research what products all ready do
that, and how advanced is/was the technology they use? Sources were based off
of Google Scholar searches, and primary knowledge.

 

 

 

 

 

 

 

 

 

 

 

Synthesis

Product

Similar Products at time during or after
product launch

Comparison to other Products

Life Alert

Lifeline, Alert 1,
Medical Alert, Mobile Help, Rescue Alert, cell phone

·        
Same price range
·        
Contains GPS mobile
unlike competition
·        
1/2 the usage range
·        
No automatic fall
protection like Lifeline
·        
Highest Activation
Fee and Cancellation Fee
·        
Mobile 911
immediately

Lifeline

Life Alert, Alert
1, Medical Alert, Mobile Help, Rescue Alert, cell phone

·        
No GPS
·        
Highest usage range
·        
No mobile 911
·        
Automatic fall
protection
·        
No Cancellation Fee

Mobile Phone
(first)

Landline, Smart
Phone

·        
No cord like some
landlines
·        
Portable, Long
range
·        
Did not originally
have games, camera, GPS, texting

Incandescent Light

Lamps, Lanterns,
Candles

·        
Less risk of harm
·        
Long Lasting
·        
Has since been
developed to last much longer, safer.

Aerosol Spray Can

Boxes
 
(Future)
-spray paint
-hairspray
-glue

·        
First portable
“mist” to disburse liquids
·        
Utilized
pressurized technology
·        
Began to be used
commercially as hair spray and paint

Camera on Mobile
Phone

Digital camera

·        
Became best of both
worlds
·        
kick started the
integration of features on a cell phone

 

 

Critique and Recommendation

Life Alert:

·        
Product is currently one of the
most expensive on the market, but at comparable rates.

·        
The high fees associated with
cancellation and activation deter potential customers

·        
Marketing campaigns are easily the
most successful in the personal emergency response system market.

·        
The GPS feature is the closest
similarity between Life Alert and our group’s product currently under
development.

The learning obtained by
researching the Life Alert system is crucial in developing our product as to
avoid any trademark, copyright, or design infringements. Since our product is
designed for a much younger target market, we believe that we have enough
differentiation to compete with the Life Alert system.

 

Lifeline:

·        
Currently America’s #1 emergency
response system

·        
Not having a GPS mobile could be
the difference between customers choosing Life Alert over Lifeline

·        
Not having activation or
cancellation fees will attracted more clients who are afraid to commit to long
term contracts

·        
Marketing needs improvement to
compete with the marketing team at Life Alert

Similar to Life Alert, Lifeline
will aid in group project reports as a similar product on the market that we
need to be aware of when developing and marketing it to our customers.

 

Mobile Phones

·        
One of the best inventions of all
time, in personal opinion

·        
Have come a long way in terms of
technological advancement

·        
Although not the first type of
communication device, the cell phone makes global communication easier

Since our product incorporates
emergency services communication, learning about what options we have in terms
of mobile phone use will aid in our ability to make the product a success.

Incandescent Light

·        
Has come a very long way since
1800s.

·        
Today’s light bulbs could be
further developed to have a better means of disposal

·        
Longer lasting, enviro friendly
light bulbs are currently on trend

Although not directly related to
our product, light is used to signal the device is working, and thus knowing
about different light options can help with cost development and design.

Aerosol Can

·        
Requires a more economical,
environmentally friendly design

·        
Pressurized cans can cause damage

Our product directly utilizes
aerosol to dispense a “marking spray”, so knowledge of current spray
cans, capacity, strengths and weaknesses of the physical structure, are all
important pieces of information to obtain for product design.

Camera on Mobile Phone

·        
Directly related to our new product
development

Since smart-phones contain GPS and
camera devices, we need to market our product in a way that makes the customer
think that just having those features on a cell phone is not enough.

References

About Money. (2003). Martin Cooper- History of Cell
Phone. Retrieved from About Money:
http://inventors.about.com/cs/inventorsalphabet/a/martin_cooper.htm

Bellis, M. (n.d.). The History of
Aerosol Spray Cans. Retrieved from About Money:
http://inventors.about.com/od/astartinventions/a/aerosol.htm

Byrne, S. (2014, July). What to look
for in a medical alert system. Retrieved from Consumer Report:
http://www.consumerreports.org/cro/2014/06/what-to-look-for-in-a-medical-alert-system/index.htm

Cooper, M., Dronsuth, R. W., Leitich, A.
J., Lynk, J. C., Mikulski, J. J., Mitchell, J. F., . . . Sangster, J. H.
(1973). Patent No. US3906166 A. United States.

Debjit. (2010, August 17). Sharp
J-SH04: World’s First Ever Phone With Integrated Camera Pictures, 2001.
Retrieved from
http://gadgetizor.com/sharp-j-sh04-worlds-first-ever-phone-with-integrated-camera-pictures-2001/5482/

Edison, T. (1878). Patent No. US214636
A. United States.

Edison, T. (1879). Patent No. US223898
A. United States of America.

Federal Communications Commission. (n.d.).
Lifeline Program for Low-Income Consumers. Retrieved from FCC
Encyclopedia : http://www.fcc.gov/lifeline

History of GSM. (2015). Vintage Mobiles.
Retrieved from http://www.gsmhistory.com/vintage-mobiles/#sharp_sh04_2001

Life Alert Emergency Response. (2014). About
Life Alert. Retrieved February 2015, from Life Alert:
http://www.lifealert.com/about.aspx

Mal, S. (2007). RFID-Enabled Wireless
Heart Monitoring. Retrieved from http://www.winmec.ucla.edu/rfid/course/2007f/RFID-Enabled%20Wireless%20Heart%20Monitoring.pdf

Melissa Bentivolio, N. O. (2014).
Executive Summary. Targeting the Senior Citizen Market Segment.

Philips Lifeline. (2015). About Philips
Lifeline. Retrieved from http://www.lifelinesys.com/content/company-areas

Philip’s Lifeline. (2015). Philips
Lifeline is for Living. Retrieved from Lifeline:
www.lifeline.ca/content/english

PR WEB. (2007, August 6). Life Alert’s
Slogan ‘I’ve Fallen, And I Can’t Get Up!®’ Ranked Number One on USA TODAY’s List
of Most Memorable Ad Campaigns. Retrieved from PR Web:
http://www.prweb.com/releases/LifeAlert/USATODAY/prweb544512.htm

Rotheim, E. (1928). Patent No.
US1892750 A.

Seymour, E. H. (1950). Patent No.
US2580132 A. United States of America.

Shiels, M. (2003, April 21). A Chat
with the man behind mobiles. Retrieved from BBC News:
http://news.bbc.co.uk/2/hi/uk_news/2963619.stm

Smithsonian . (n.d.). Promoting
Edison’s Lamp. Retrieved from American History- Lighting a Revolution:
http://americanhistory.si.edu/lighting/19thcent/promo19.htm

Steve Robson. (2013, March 22). Retrieved from Mail Online:
http://www.dailymail.co.uk/news/article-2297508/Six-world-s-seven-billion-people-mobile-phones–4-5billion-toilet-says-UN-report.html

United States Patent and Trademark Office.
(1992, September 15). Trademark Status & Document Retrieval (TSDR).
Retrieved from United States Patent and Trademark Office:
http://tsdr.uspto.gov/#caseNumber=74108242&caseType=SERIAL_NO&searchType=statusSearch

Williams, A., Ganesan, D., & Hanson,
A. (n.d.). Aging In Place: Fall Detection and Localization in a Distributed
Smart Camera Network. 892.