1. People Tracking and Location - 2009
better described as: Personal Telematics
Paul Hedtke, Qualcomm Incorporated

2. Technology Enables Personal
Telematics Solutions
But is there a market?
If so, who are the buyers?
What are they willing to pay?
• Voice and data modem
• GPS Receiver
• Application processor
• 3-axis Accelerometer

3. The PERS Market in the USA
Focused on the elderly/senior population
Growing demographic (65+ age group)
40M in 2010
54M in 2020
70M in 2030
Significant numbers in higher age groups
65+: 40M
70+: 28M
Typical in-home
75+: 19M PERS Solution
80+: 12M
Average age of in-home PERS Solution subscriber: 81
Current in-home PERS Solution subscribers: 1.6M

4. Mobile PERS Opportunity
Premise: Mobile PERS solutions will
appeal to a larger market including the
lower age groups
The PERS feature can be offered through
cell phone or “wearable device” platforms
Lower age groups tend to prefer PERS on
their cell phone
Higher age group drives need for a wearable
device

5. Solution Formats Evaluated
“One-touch”
For
Assistance
Wearable Device Carried Device (Phone)

6. PERS Feature Ranked Highest
PERS feature ranked highest when
included on a “health services featured”
cell phone
Personal Health Medication Device Management
One-Touch PERS
Information Mgmt Reminders/Advice Services
Declining Interest

7. Tested Solution Features
• Small wearable device
• Form Factors: Pendant, Wrist worn, Belt clip
• Features: voice capable, location capable, fall
detection capable (auto-event-trigger)
• 24/7 call center
• Caregiver services
Research Instruments
• Focus groups
• Individual Interviews
• Web –based Survey (several hundred participants)

8. In the Words of the (Senior) User …
“I don’t want to have
“I don’t want to be a to leave my house.” “I want to be able to
burden on my do things, travel,
children.” enjoy my family.”
“I want to be able to
always take care of
myself.” “I don’t want to
depend on others.”
“I worry how long I’ll
be able to stay self- “I don’t want to go to
sufficient and a nursing home.”
“I don’t want my
mentally sharp.” quality of life to
change.”

9. User: Maintain Independence
Caregiver: Peace of Mind

10. Mobile PERS Solution Concept
“Event” triggers connection to call center
Manual or auto trigger (e.g. fall detection)
Voice call setup, device data transmitted (location, etc)
Call center determines if event requires response
Call center engages appropriate first responders as
necessary

11. Fall Detection Feature
Research strongly indicates that “falling”
is a key fear among the frail elderly
Inclusion of this capability significantly
enhances solution value proposition

12. Caregiver Services Options
PERS “event” alerts
“Wander” alerts (geo-fencing)
Location departure/arrival alerts
Locate (on demand)
Activity monitoring

13. Users and Their Preferences
Characteristics of Recent
Medical Event Interest among
those expressing women higher than
most interest among men (4:1)
Live Poor
Alone Health
Advanced
Age
Caregiver
PERS with Caregiver Locate or
PERS “Wander”
Fall Detection “Event” Alerts Monitor
Alerts
Declining Interest

14. User (Seniors) Perspectives
Key Findings What respondents commonly said...
Most common concern for seniors is maintaining their “I don’t want to become dependent on someone.”
independence and quality of life.
Fears /
Concerns
“I don’t like being totally dependent on someone else.”
Unless they have personally experienced a life-
threatening event, most seniors do NOT think of
themselves as ‘old’ or at risk for an emergency. “I just take each day as it comes.”
“This is such a good idea! Every senior should have
Seniors find the concept appealing and appreciate the Concept / one!”
value of the device. Appeal
“What’s not to like? It’s all good.”
“It’s just like OnStar. I have that, it’s great.”
PERS with fall detection drives interest. Other features
are “nice to have”. Some features are unwanted (e.g. Features
most caregiver services). “I’m not looking to have an accident, but , if I did I’d like
to have this available.”
Many seniors saw little immediate need , with the
“ I don’t need it now. Maybe when I’m older.”
exception of those who have already experienced a
serious fall or other emergency. Need
““I’ve gotten dizzy, I’ve fallen, I need it.”

15. Caregiver Perspectives
Key Findings What respondents commonly said...
“This would solve a lot of problems. It would make
Mobile PERS seen as ‘fantastic’ and a significant
people around them feel more secure. Don’t wait until
improvement over existing in-home systems.
there’s a problem, do it before it happens!” (Caregiver)
Concept
Caregivers want the security of knowing there is a
back-up in place when they were unavailable. “Being able to pinpoint, get help, no matter what. That’s
important.” (Caregiver)
“In an emergency, when help is needed quickly, that the
PERS with fall detection is the most appealing feature. first responders can get to her and know what they’re
looking at, that’s really useful.” (Caregiver)
Features
Caregiver services are intriguing and generally seen as “I hate to compare a UPS package to a loved one, but I
positive by caregivers - ‘just in case.’ like this idea. I just wouldn’t tell him about it.”
(Caregiver)
Caregivers feel a ‘need’ for the services however, “I’d just buy it and give it to him…for my own peace of
roughly half do not think they could persuade their mind.” (Caregiver)
elder to wear an emergency device. Need
“He may not think he’s ready, but I would push him into
Caregivers more likely to purchase than the users. it, like an insurance policy.” (Caregiver)

16. Level of Interest
Users Caregivers
Mobile PERS Interest
Very Interested 18% 18%
Somewhat Interested 47% 44%
Not Very/Not at All Interested 35% 38%
Mobile PERS Relevance
Very Relevant 19% 23%
Somewhat Relevant 42% 41%
Mobile PERS Unique/Different
Very Unique/Different 21% 23%
Somewhat Unique/Different 53% 56%

17. Motivating Factors for Adoption -
Users
Health condition becomes 72%B
worse/ more complicated 56%
52%
Stroke
51%
Diagnosed with a new health 46%B
condition 36%
45%
Heart attack
37%
Experiencing a fall/injury
39%B
28%
34%
Living alone
33%
Becoming forgetful
32%B
21% Interested
24%
If my loved ones are worried
18%
15% Not Interested
Death of spouse
21%

18. Motivating Factors for Adoption -
Caregivers
Health condition becomes worse/ more 76%B
complicated 60%
43%B
If they become forgetful
22%
41%
If they experience a fall or injury
43%
38%
If they have a stroke
33%
36%
Diagnosed with a new health condition
37%
Interested
27%
If they have a heart attack
29%
8% Not Interested
Death of their spouse
11%

19. Purchase Intent at Various Device
Prices - Interested Users
$50 20% 9%
$51 - $99 38% 15%
$100 - $150 22% 11%
Probably would purchase Definitely would purchase

20. Purchase Intent at Various Device
Prices - Interested Caregivers
$50 27% 16%
$51 - $99 37% 20%
$100 - $150 32% 13%
Probably would purchase Definitely would purchase

21. Purchase Intent at Various Monthly
Service Prices – Interested Users
$15 18% 6%
$16 - $24 30% 12%
$30- $50 21% 10%
Probably would purchase Definitely would purchase

22. Purchase Intent at Various Monthly
Service Prices – Interested Caregivers
$15 29% 15%
$16 - $24 22% 20%
$25 - $45 31% 17%
Probably would purchase Definitely would purchase

23. Key Barriers to Adoption
Users Caregivers
1. Don’t want any more bills – 57% 1. They might forget to/not wear it – 57%
2. I don’t really need the device – 32% 2. Don’t want any more bills – 53%
3. I might forget to wear it – 18% 3. Concern over losing device – 32%
4. Concern over loss of privacy – 16% 4. Makes them appear old and can’t take
care of themselves – 26%
5. Concern over losing device – 15%
5. Concern over loss of privacy – 20%
6. Make me appear old and can’t take
care of myself – 15% 6. It may be too noticeable – 20%

24. In Summary
Mobile PERS market in the USA is an
attractive market for “people tracking and
location” (aka Personal Telematics) solutions
Most valued feature is PERS with fall detection
Explicit “people tracking and location” features
such as “on-demand locate” and “geo-fence”
are disliked by users but interesting to
caregivers
Caregivers will be primary purchasers
Users will be primarily women