Chan Kwong VincentDriss AzizaKaroui MyriamLeclerc SéverineManquin Edouardde Pimodan HélèneSeraoui Nassim

Jean Francois DavidStratégiste

MEDITECH EMERGENCY SOLUTIONS 1

1. Acknowledgment

Thanks to mister Jean François David for his disponibility.Indeed, he always answered our questions with rapidity and with accuracy. He guided us and gave us a lot of feedbacks along the way of preparation. And he allowed us to improve our way of thinking and our way of working.

MEDITECH EMERGENCY SOLUTIONS 2

2. Table of contents

1. Acknowledgment.........................................................2

2. Table of contents.........................................................3

3. Executive abstract.......................................................6

4. Context.......................................................................6

4.1. Road Security- analysis of the car crashes.....................6

4.2. What are the most dangerous travelling?......................7

4.3. Where do accidents take place ?..................................7

4.4. Who are the most exposed users to accidents?.............7

4.5. When do accidents take place?.....................................7

4.6. What are the principle factors of accidents?..................7

5. OBJECTIVES.................................................................7

6. METHODOLOGY/PROCESS/PLANNING...........................7

6.1. Methodology................................................................7

6.1.1. BCG matrix (Boston Consulting Group)......................7

6.1.2. Downes and Mui’s New forces model.........................7

6.1.3. Mc Kinsey matrix......................................................7

6.1.4. SWOT analysis (Strength Weaknesses, Opportunities, Threats) 7

6.1.5. Ansoff matrix............................................................7

6.2. PROCESS.....................................................................7

6.3. PLANNING....................................................................7

7. Competition analysis: the accident and emergency sensors market 7

7.1. Benchmark of the main competitive products on the black boxes and security sensors segment:...................................................................7

7.2. BCG Matrix and Product Life Cycle:...............................7

7.3. Product Life Cycle:.......................................................7

7.4. Downes and Mui’s New forces model............................7

7.5. Mc Kinsey matrix.........................................................7

MEDITECH EMERGENCY SOLUTIONS 3

7.6. External and internal analysis : SWOT...........................7

7.7. Ansoff..........................................................................7

7.8. Main trends on the Electronic and electric automotive components market : 7

7.8.1. Degree of specialization of the main actors of the sector: 7

8. Product Lifebox............................................................7

8.1. Alliances Value chain....................................................7

8.2. Functional value Chain.................................................7

8.3. Technical recquirements..............................................7

8.3.1. Sensor......................................................................7

8.3.2. Recording and storage Information............................7

8.3.3. Emission , Reception.................................................7

8.4. Applications.................................................................7

8.4.1. Safety Emergency information..................................7

8.4.2. Security car localization in case of tefth.....................7

8.5. Risk.............................................................................7

8.6. IMPLEMENTATION PROCESS.........................................7

8.6.1. Actors :....................................................................7

9. Communication plan:...................................................7

9.1. Stakeholders:...............................................................7

9.1.1. Government.............................................................7

9.1.2. Siemens...................................................................7

9.1.3. Cars manufacturers..................................................7

9.1.4. Hospitals..................................................................7

9.2. Tools:..........................................................................7

9.3. Implementation action.................................................7

9.4. Core competencies......................................................7

9.5. Competitive advantages..............................................7

9.5.1. Quality improvement................................................7

9.5.2. Rapidity....................................................................7

MEDITECH EMERGENCY SOLUTIONS 4

9.5.3. Precision...................................................................7

10. Budget of the project...................................................7

10.1. Our competitors’ prices.............................................7

10.2. Total cost.................................................................7

MEDITECH EMERGENCY SOLUTIONS 5

0

20 000

40 000

60 000

80 000

100 000

120 000

140 000

160 000

180 000

1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005

Fatalities Accidents

3. Executive abstractWe are a young start-up named “MEDITECH”. We are devoted to promoting and developing systems and products helping medical researches, operations and different activities using the lastest technologies. We created an innovative product called “Life Box : much more than a first aid kit”.The french government and health care systems recognized the general public interest and are ready to take part of the project.We also built a partnership with an automotive component supplier : Siemens VDO, who is going to be in charge of the R&D part of the project. We are now in negociation for a long term agreement with car manufacturer.

OK, a bit short and too "low profile"

4. Context

4.1. Road Security- analysis of the car crashesCountry facts - FranceArea : 551 500 km2 Inhabitants : 61,4 millionRoad network : 1 009 944 km (2004)Passenger Car Ratio : 467 cars for 1000 inhabitants (2004)

Over the last years, road safety has been one of the priorities of the French government. The increase of public awareness and the action plans drawn by the government (penalties for speeding, drink-driving and not using seatbelts) have been reflected in a decline of fatalities, so as a reduction of accidents and injuries on French roads. The number of fatalities sank of 20% between 2002 and 2003, but registered a very low rise in 2005

Source:CARE project dataOK Media coverage (information and campaign) and political mobilization on the one hand, control and sanctions on the other hand are the most efficient action, in favour of road safety.

MEDITECH EMERGENCY SOLUTIONS 6

6,1%12,5%

28,0%

53,4%

High ways Main roads Secondary roads Others

6,1%

21,5%

53,8%

18,6%

High ways Main roads Secondary roads Others

Besides, the regular infrastructure improvements and the vehicles contributes to the safety progress.

In order to understand the purpose auf launching this new car safety product, it seems important to analyse some figures on accidentology.

4.2. What are the most dangerous travelling?The motor bike, is the most dangerous travelling mean, with 16,6% deaths for less than 1% of the traffic.

Car crashes represent 8% of all accidents.According to a study led by the government, French cars are statistically more involved in crash cars, so as diesel engines cars and six to nine horses.

4.3. Where do accidents take place ? 

Is that relevant?

Open country roads (main and secondary roads) are the most dangerous ones, with 75% of the deaths for 52% of the traffic.

Proportion of injured people in accidents

Proportion of fatal accidents

Three quarters of the deaths are on main roads and secondary roads.

MEDITECH EMERGENCY SOLUTIONS 7

The important traffic volume on these open country roads, spread on a wide mileage and the low density of cars, makes their inspections and their securisation more difficult, and favours in consequence higher speeds.

4.4. Who are the most exposed users to accidents?Men between 15 and 24 are the most exposed to accident risks.

4.5. When do accidents take place?In a parallel direction with the evolution of traffic and weather conditions, the majority of mortal accidents take place during the night, the week end and the summer.

4.6. What are the principle factors of accidents?- drinking-driving- speed and security distance- safety-belt- others (mobile phone, cannabis …)

With the automotive industry evolving into a high-tech knowledge-based industry, France is a major car producer performing research in car and road safety. In order to be effective in this area, it is important to take into account not only the vehicle but also all the key stakeholders, such as the road users, public authorities, and vehicle manufacturers.

The success for a higher level of safety is a long- term and ongoing process, which has already registered significant progresses, but that still must be improved.OK, but is this typology usefull to your project?

5. OBJECTIVESWe have determined four main objectives for our product, which are the following:- To have a good understanding of the automotive security devices’ market and more precisely on the “car crashes” segment,- To make a partnership with a components manufacturers and professor in medicine ,- To conceive, develop and make an innovative and efficient product in collaboration with our productive partner,- To sell this efficient product to our clients.ok

6. METHODOLOGY/PROCESS/PLANNING

6.1. MethodologyWe started with a global collect of data on automotive security devices’ market and on statistics about car crashes. With an initial market analysis, we saw that there was an opportunity on the segment of the “car crashes”. So, we decided to create our own product called “Life Box” in order to improve the information that emergency services and car manufacturers can get from an accident.

Then, in order to understand the positioning of our idea, we analyzed our competitors. To have a clear and a global view of our research we used the following tools:

MEDITECH EMERGENCY SOLUTIONS 8

6.1.1. BCG matrix (Boston Consulting Group)It helped us to determine what priorities should be given in the product. It is based on the observation of a company’s business unit can be classified into four categories based on combinations of market growth and market share relative to the largest competitors

6.1.2. Downes and Mui’s New forces modelIt helped us to analyze five forces: The threat of the potential entrants, The bargaining power of both the customers and the suppliers, The threat of substitute products, and The competitive rivalry of the market (competitors).

6.1.3. Mc Kinsey matrixThis analysis is used in order to see in which Strategic Business Unit (SBU) our company has to focus on. As we only have one Business Unit, we decided to improve the products of our main partner, Siemens VDO. Indeed, we try to enrich its range of product in a growing segment.

6.1.4. SWOT analysis (Strength Weaknesses, Opportunities, Threats)It helps us to know where and how to reach our goal, and to adapt our strategy depending on our strengths, weaknesses, opportunities and threats.

6.1.5. Ansoff matrixIt helped us to determine our positioning on the market. We decided to implement a new product in an existing market.Why not

6.2. PROCESSThe first step to achieve in order to manage this project was to set clear objectives for our team and for our offer. That is the reason why we needed to define the problem through a market study and data collections (thanks Internet, magazines, books). As a consequence, we had to assess the value of such data and rely on brainstorming session to stimulate our creativity and construct an original and relevant proposal. The elaboration of our creative idea was inspired by the market analysis we made in order to evaluate the opportunities and risks that we will have to face and to define our potential differentiation and added value on this competitive market. Then we led an analysis of the results and wrote the final report we are defending today.

6.3. PLANNINGOur planning is made according to the following Gantt chart:

MEDITECH EMERGENCY SOLUTIONS 9

GOOD

7. Competition analysis: the accident and emergency sensors market

The market of incident detection sensors (black box) for automotive vehicles is pretty competitive. There are few products that are in direct competition with our product but many companies of any size offer some partial substitutes as sensors, emergency alarms, etc. The following analysis aims to evaluate our fierce competitors. In this study, we are going to focus only on main competitors as many SMI offer sensor and delocalization products more or less effective.

The following mapping to position our product face to its main competitors. The table below allows is a ranking of the competitors from the closest from our products to the substitute products as basic sensors for instance.

OK

MEDITECH EMERGENCY SOLUTIONS 10

ID Task Name Duration Start Finish1 formation of Meditech 1 day Fri 01/09/06 Fri 01/09/06

2 Project definition 4 days Sat 02/09/06 Wed 06/09/063 Objectives 2 days Sat 02/09/06 Mon 04/09/06

4 Division of task 1 day Tue 05/09/06 Tue 05/09/06

5 Planning implementation 1 day Wed 06/09/06 Wed 06/09/06

6 Market analysis 4 days Fri 08/09/06 Wed 13/09/067 SWOT, DOWNES AND MUI'S 2 days Fri 08/09/06 Mon 11/09/06

8 Environment analysis 2 days Tue 12/09/06 Wed 13/09/06

9 Benchmarking 2 days Fri 08/09/06 Mon 11/09/0610 Competitors analysis 1 day Fri 08/09/06 Fri 08/09/06

11 Mapping 1 day Mon 11/09/06 Mon 11/09/06

12 Product building 8 days Fri 15/09/06 Fri 22/09/0613 Brainstorming and selection of the best idea1 day Fri 15/09/06 Fri 15/09/06

14 Alliance corporation 2 days Sat 16/09/06 Sun 17/09/06

15 Technical requirements 2 days Mon 18/09/06 Tue 19/09/06

16 Applications 2 days Wed 20/09/06 Thu 21/09/06

17 Risks 1 day Fri 22/09/06 Fri 22/09/06

18 Budget 2 days Wed 20/09/06 Thu 21/09/06

19 Communication plan 2 days Sat 16/09/06 Sun 17/09/0620 Mission, Vision, Core Competencies 2 days Sat 16/09/06 Sun 17/09/06

21 Implementation actions 1 day Sun 17/09/06 Sun 17/09/06

22 Report organization 2 days Sat 23/09/06 Mon 25/09/06

23 Presentation 0 days Tue 26/09/06 Tue 26/09/06

Project definition

Market analysis

Benchmarking

Product building

Communication plan

26/09

S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T21 Aug '06 28 Aug '06 04 Sep '06 11 Sep '06 18 Sep '06 25 Sep '06

7.1. Benchmark of the main competitive products on the black boxes and security sensors segment:

Product (Company)

Competitive power (out of 5)

Category of products

Main Features

SUAL : Service d'Appel d'Urgence et d'Assistance Localisées (Peugeot and Citroën, since 2003)

5: Very High (Automatic) Call for emergency

This service is available after registration on the car equipped with a RT3/Navidrive (CD Player, Radio, agenda on board computer features are also added). These GPS devices are set up with an ‘SOS’ button, that allows to call to an emergency center in case of malaise or if the driver has an accident. The exact location of the car is given by SMS so as to minimize the intervention delay. The driver is automatically connected to an emergency service and can talk to a doctor. A call is automatically realeased when the airbags are set off. This feature uses the SIM card of the driver, whenever it is inserted in the RT3/Navidrive. This service is available in France, Germany, Italy, Spain, Belgium, Netherlands et Luxembourg, in the native language of the driver.

GST Rescue program (European initiative)

5: Very High Detection of car injuries + transmission to emergency services

Project 2004/2007: Improving the response time of emergency servicesAll new cars in Europe should be equipped with automatic emergency call (eCall) technology by 2010. Once implemented, it could save 2,500 lives every year and provide faster medical care for many thousands more. GST RESCUE, a subproject of the GST Integrated Project, is contributing to the achievement of this goal by developing applications that will ensure emergency services use the information provided by eCall in the most efficient way. Launching in 2007

MEDITECH EMERGENCY SOLUTIONS 11

UDS (VDO) 4: High Recording of driving parameters (black box)

- Automatic recording of accidentsand critical driving situations- Manual storage of critical driving situations- Automatic accident notification- Optical, accoustic readout request. Indicative price: 430€

‘Pay as you drive’ (IBM/ Norwich Union)

2: Moderate/Low

Recording of driving parameters (black box)+ transfer of the data to insurance company

IBM provides the sensors to Norwich Union clients. Pay-as-you-drive schemes rely on GPS technology and mobile phone networks to track individual car usage and determine tailored motor insurance premiums. Driving parameters are recorded and transmitted to the insurance company. The client pays in accordance to the kms driven and their driving behavior.This device can provide additional services as direct contact to emergency services.

Insurance Premium : averaging about $800 per vehicle-year in the U.S(higher-risk motorists pay more per unit than lower-risk drivers)

DS800d (BOSCH) and other car incident sensors

1: Low Driving sensors

This device is a GSM multi-mode to call for emergency. Detect incidents and crash. Do not transfer datas.

Good competitive analysis

7.2. BCG Matrix and Product Life Cycle:BCG Matrix

Due to the fact that we are a start up and that we offer a new product in a current market we can be considered as producing a “Dilemma Product”. It would be a product which has high cash requirements for R&D development and generates low returns because of its low market share (launching phase).We are optimistic in the fact in 2 years our product will morph to the “Star product” segment. We will still use large amounts of cash, we will try to be the leaders in the market and therefore our product should generate extensive profits.

MEDITECH EMERGENCY SOLUTIONS 12

Is that really usefull there?

Product life cycle

MEDITECH EMERGENCY SOLUTIONS 13

is that really usefull for your demonstration?

7.3. Product Life Cycle:Concerning the product life cycle, we are positioned in the launching stage. In this introduction phase, the firm seeks to build product awareness and develop a market for the product: it is our case. The impact on the marketing mix is as follows:

Product branding and quality are established and intellectual property protection such as patents and trademarks are obtained.Pricing may be low penetration pricing to build market share rapidly, or high skim pricing to recover developments costs.Distribution is selective until consumers show acceptance of the product.Promotion is aimed innovators and early adopters. Marketing communications seeks to build product awareness and to educate potential consumers about the product.

We followed all these steps in order to make an excellent introduction to our product in a market which is full of competitors.

7.4. Downes and Mui’s New forces model

Us: Our power is moderate on the market as we are a small size starting business. We have developed an innovative concept based on factual needs of the customer and little competition (wide space in a niche market). Despite the potential space, we do not have the production capacity and the distribution agreements to sell our product to the automotive constructors. A partnership with an automotive equipment firm as Siemens is necessary to address main car constructors.Nevertheless, we also have main assets are the innovative features of our product, our partnership with Siemens and some emergency services (public hospitals).

Buyers: Automotive constructors have a very high power as they are the firm who decide to buy our product. Without a long term agreement and investments on this security devices, almost nothing is possible.

Suppliers/Partners: their power is high. As we do not have the production capacity, the aim of our business is to protect our concept and then sell it to automotive equipment suppliers, in exchange of Royalties. If we can get for a long term agreement only have a really slight power on the market. We decided to make a partnership with Siemens as it is a leading company in the sector and it already have a long experience on the black boxes for cars:Siemens and the automotive recording devices

MEDITECH EMERGENCY SOLUTIONS 14

Siemens tested its first black box as early as 2001 in the Netherlands, Germany and UK. These devices can be compared to the ones available in planes: Indeed Siemens Black box recorded all the actions done by the driver. The first results showed a drop of a fourth in the number of the accidents. Since these tests, the French government has thought about the opportunity to generalize this kind of devices, in collaboration with insurances companies.

New entrants: The high potential demand on the market can easily attract other companies, who would try to penetrate the market. Nevertheless, their power is moderate because many well set up firms have develop their own products. Secondly, the R&D and production costs are so high that a starting company can not easily enter the market without a solid partnership (as with have).

Competitors: The competitors have a high power as they already have an expertise on the market. They have acquired a first mover competitive advantage as they have developed previous security devices. They just need to improve or enlarge their range of products.

Substitutes: Their power is moderate as the features of the product they offer are not exactly the same, or limited. Nevertheless, these substitute products might become new entrants.

OK

7.5. Mc Kinsey matrix In order to maximize the opportunities we have to focus our business portfolio on the most attractive opportunities. The Mc Kinsey / General Electric Matrix helps us to determine the “Strategic Business Units”, or SBU, which are the units of the firms, which have specific goals and objectives and which can be planned independently from the other SBUs.

The SBU of Meditech is only composed of our security device as we are a starting company. Our range of product and services remains limited, that is the reason why we focus our activity on a highly attractive market where we have a strong competitive advantage. This is the best strategy to try to maximize our opportunity of profit.

In the perspective of the partnership with Siemens, we focus on the electronic security devices SBU because of its growing potential compared to the other SBU already developed by Siemens: other electric and electronic devices, engine components, transmission systems, on-board electronics, etc

Same remark. Usefullness?

7.6. External and internal

analysis : SWOT

OK

Strengths Weaknesses- Partnership with Siemens, a leading companies on the market (financial and R&D weight + sales agreements with automotive constructors)- Partnership with the French hospital emergency services- Siemens has tested its first black boxes for cars in 2001 = long experience on the

- Starting company: we have a relative low weight on the market.

MEDITECH EMERGENCY SOLUTIONS 15

sensors marketOpportunities Threats- Governmental campaigns: Strong willingness of the French government in favour of the actions to decrease the insecurity on the roads.- Few direct competitors on the market

- Pressure on the automotive equipments costs parts (cost, quality, production time, etc).- Harsh competition on the automotive equipment suppliers

7.7. AnsoffOur project is a product development as it aims to launch a new product (a security device that records and transmit data to emergencies) on a present market (automotive security devices).

Usefull?

7.8. Main trends on the Electronic and electric automotive components market :

The market of security automotive equipment suppliers is dominated by large groups. The main actors as Siemens, Bosch or Delphi do not offer security devices recording and transmitting information to an emergency center, but they all offer many kind of sensors and incident detection devices.

Our young and small size structure do not allow us to compete with these powerful groups and there R&D labs. Thus the best strategy could be to make a partnership with one of these groups so as to make produce and distribute our product to the automotive constructors, who have partnership agreements since years.The segment of the parts for engine and vehicles represents 43 firms of any size, and more than 19 000 employees for a total turnover of 4 535 M€.

The activity of the electric and electronic components firms remained stable in 2005, because of the drop in the activity of the car industry (-2% in 2005), especially for Peugeot and Renault. Clio II and Peugeot 206, both assembled in France, which led the sales are arriving in the end of their maturity phase. The other explanation is the refocus of the activity on the most growing markets and where the workforce costs are lower as Poland or Slovenia. The consequence is that Renault or PSA produce only 55% of their cars in France. Consequently, the components manufacturers also delocalize a part of their activity. This trend is moderate by the increase of the high level of equipments in the French cars (especially on new cars).

Beyond these trends, all the components suppliers have a strong imperative: to preserve their margins face to decision-takers that are more and more demanding on quality, price and reactivity. The consequence is an increasing subcontracting trend so as to allow the components firms to focus their effort on the conception, the design and the final assembly of the parts.

MEDITECH EMERGENCY SOLUTIONS 16

The market of the electric and electronic components and parts is highly segmented. Each firm is segmented according to their target clients: automotive and aeronautic firms.

Quick facts: Source: Xerfi avril 2006

- Car constructors production (in volume): -2%- Automotive Equipment suppliers (turnover): 0%- Turnover of the leaders: >500M€- Leaders: Siemens VDO AutomaticsRobert Bosch FranceValeo DelphiJohnson Automatics Control

In France, 3 main actors dominate the market of the electric and electronic components for automotives. First of all, BOSCH, a German group highly specialized with the major part of its activity in automotive components. Its main competitor, Siemens is more oriented toward the consuming goods industry. Finally, the French group, Nexans is specialized in cables and addressed several markets.

The other following groups have a less specialized degree. Some automotive equipments firms as Valeo, Delphi or Johnson Controls are more generalists and more or less diversified (seats, mechanical parts, etc).At the international level, the automotive market is highly internationalized and competitive. Electronic and electric components providers are mainly specialized according to their target markets: automotive or aeronautic. Nevertheless some groups are focused on both as Tyco, Goodrich, or Rockwell-Collins and smaller components producers as Nexans. OK, good analysis

7.8.1. Degree of specialization of the main actors of the sector:

++

+

-

Robert BoschSiemens

Delphi

Johnson ControlsValeo

Sagem

CA < 5Md€ 5Md€ < CA < 10Md€ CA < 10Md€

Nexans

Degree of specializationin electric/electronic

equipmentsLeaders

Source: Xerfi – Avr 06

Automotive Equipment FirmsGroup Control, nationality, main sharholder Consolidated turnover 2005

(Md€)SIEMENS Germany 75,4

MEDITECH EMERGENCY SOLUTIONS 17

BOSCH Germany 42RENAULT Private Shareholder (62,5%), French

State (15,7%), Nissan (15%)41,3

DELPHI USA 23VALEO Flottant (72,4%), Franklin Ressources

(10,7%), Wendel Investissement (10,3%), CDC (6,5%)

9,9

CA 2004 – Taux de change moyen 2004 – Source: Xerfi

GOOD

8. Product LifeboxThe idea is to create a black box that can record and send useful information to accelerate and improve the medical intervention process when a car crashes. The data that will be recorded will be dedicated to the emergency assistance (SAMU).

OK, but too "low profile"

8.1. Alliances Value chainThe revolutionary LifeBox is a technological and scientifical breakthrough which requires a huge technical development. This safety box is melting the last automation system, the smallest electronic system, and the most reliable telecom protocol. In this way, our society needs an added value and an expertise from the best automotive company. This company will guarantee a technical excellence and also a reliability and safety image. An accurate analysis of the automotive market lead us to Bayo, BeNomad Cybit , DMIC, EME Tecsat, Holux France, Loxane, Masternaut, Nomadic Solutions, Ornicar, PTV, Siemens VDO Service and special solutions, Solustop, Webraska. Our decision took the direction of the well known Siemens VDO automotive division: the leading international supplier of automotive electronics and mechatronics.With this alliance we will supply to Siemens the opportunity to offer a new solution to the growing market of Health.

MEDITECH EMERGENCY SOLUTIONS 18

The following value chain represents the functional activities that has to be provided by each stakeholderYES

8.2. Functional value ChainThis process value chain represent the process that has to be performed by each stakeholder

This chart is not so clear. What do you want to demonstrate? VALUE CHAIN

8.3. Technical recquirements8.3.1. Sensor

The sensor must be able to detect an impact on the car. An impact could be considered as a huge deceleration of the vehicle or as a huge acceleration of a vehicle. Thus the best sensor is

MEDITECH EMERGENCY SOLUTIONS 19

SiemensMeditech

Construtor

Prototyping+Manufacturing

Market Analysis

Marketing+ Sales

R&D SCM Design Manufacturing+ component

Expert Analysis

Integration

a system which measures a speed variation in comparison with time. In other word, an accelerometers. It permanently measures vehicle accelerations and impact is in fact read as a very violent acceleration. The sensor is installed in the middle of the vehicle at the front of the cabin. It detect frontal or near-frontal crashes and also lateral crashes. These sensors provide the microprocessor with data on the car’s acceleration and deceleration, both longitudinal and latitudinal. When an impact is detected, specifically because a value of the acceleration parameters is exceeded, the processor determines its direction and intensity. As soon as these are above a threshold considered critical, the processor triggers the emergency transmission system.

Several other sensors provide driver seat belt status, vehicle speed, engine RPM, brake on/off status, and throttle position. The driver seat belt switch signal is typically input into the processor while the remaining sensors are monitored by one or more other electronic modules that broadcast their data onto the serial data bus. This technology will be finding its way into future generations of monitoring and diagnostic systems for production vehicles. It could also be used to the driver display unit, or via telemetry to the pits for immediate analysis

The SDM's longitudinal accelerometer is low-pass filtered at approximately 400 Hz. to protect against aliasing, before being input to the microcontroller. The typical SDM contains 32k bytes of ROM for program code, 512 bytes of RAM, and 512 bytes of EEPROM.Because of EEPROM space limitations, the SDM does not record the actual deceleration data. However, the frequency content of the crash pulse that is of interest to crash reconstructionists typically does not exceed 60 Hz and the crash pulse can therefore be well-represented by low frequency velocity change data (ΔV). The SDM computes ΔV by integrating the average of four 312-microsecond acceleration samples and stores them at 10 msec increments in RAM.

OK, good

8.3.2. Recording and storage InformationThe recording process will be ensured by a memory of type EEPROM. Wich will be connected to a microprocessor. The microprocessor will treat the data coming from the Accelerometers and store it in the EEPROM memory. The accelerometer using an A/D converter (ADC) and when two successive samples exceed about 2 gs of deceleration, the algorithm is activated (algorithm enable).If there is an emergency transmission, the last five seconds of data immediately preceding algorithm enable are stored in EEPROM.Records the use of flashing lights and sirens on emergency vehicles Recalls an event by simply pressing the UDS buttonIntelligently manages remaining memoryPrecise data, valid as evidence in courtIndependent statistic memory for a total of 600 entriesStores parking impacts with ignition shut-off12 main memoriesdata is stored 28 seconds before and 15 seconds following the eventThree different kind of readout software available All stored data can later be recovered using a laptop PC equipped with appropriate software and interface hardware.YES

8.3.3. Emission , ReceptionGPRS transmission system

In order to transmit the information recorded we will have to select a national widespread network. The network also needs to be reliable and secured. The best solution is to associate the GPRS technology and the GPS technology.General Packet Radio Service (GPRS) is a mobile data service available to users of GSM mobile phones. It is often described as "2.5G", that is, a technology between the second (2G) and third (3G) generations of mobile telephony. It provides moderate speed data transfer, by using unused TDMA channels in the GSM network. Originally there was some thought to extend

MEDITECH EMERGENCY SOLUTIONS 20

GPRS to cover other standards, but instead those networks are being converted to use the GSM standard, so that is the only kind of network where GPRS is in use. GPRS is integrated into GSM standards releases starting with Release 97 and onwards. First it was standardized by ETSI but now that effort has been handed onto the 3GPP.GPRS is different from the older mik-mac Circuit Switched Data (or CSD) connection included in GSM standards.In CSD, a data connection establishes a circuit, and reserves the full bandwidth of that circuit during the lifetime of the connection. GPRS is packet-switched which means that multiple users share the same transmission channel, only transmitting when they have data to send. This means that the total available bandwidth can be immediately dedicated to those users who are actually sending at any given moment, providing higher utilisation where users only send or receive data intermittentlyGPRS upgrades GSM data services providing:MMS - Multimedia Messaging Service Internet Applications for Smart Devices through WAP Point-to-point (PTP) service: internetworking with the Internet (IP protocols) and X.25 networks. Point-to-multipoint (PT2MP) service: point-to-multipoint multicast and point-to-multipoint group calls. Short Message Service (SMS): bearer for SMS. Anonymous service: anonymous access to predefined services.

This GPRS system has to be associated to GPS system. It the most common used technology in order to manage and to locate vehicle. It enable to locate someone anywhere in the world even in the most remoted area.

GOOD

MEDITECH EMERGENCY SOLUTIONS 21

OK Patient medical information: This part will be done in collaboration with the professor. His competencies in medicine and emergency procedures will help us to define all the medical parameters that are required: blood group of the patient, his medical history, his allergies for instance…All the medical parameters that should be known by the intervention crew and that can prevent them from taking a dangerous medical decision.OK

GPS localization: This crucial information will permit to save a precious time. It can save life by preventing the call centers from long and ambiguous explanation to locate the position of the accident. For instance when the accident took place in the middle of nowhere, or if the person who is calling doesn’t speak French. OK Car information: Information like the color, the type and the registration of the car can be useful in case of serious emergency in order to locate it. It can help our partner to know which customer had a car crash and thus he could send him an e-mail with the details about the reparations he has to do, how much it is going to cost and so on.

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Transmission to the constructor

Check CALL

No answer

Direct emergency intervention.

Injury. The call is focusing on the definition of the injury. No other information is needed

ACCIDENT

Statistics

Transmission to the SAMU

Car crashes analysis

Car informations Accident parametersGPS LocalizationPatient medical information

CRM

No injury. Simple Help.

Answer

yes

Accidents parameters: This kind of information will also be shared by our partner and the medical crew. In case of really serious accident, information such as the speed, the pressure of the impact, etc…can help to provide the relevant help (firemen, special medical crew….). It can also be used as car crash information to improve the level of security proposed by car constructors.

The emergency procedure: When all the information are transmitted to the SAMU, it is supposed to call our client.

If there is no answer , the SAMU can intervene quickly thanks to the GPS localization (where?) and the car characteristics (which car?) but also efficiently thanks to the accident parameters and the patient information (blood group, medical problems…) and the accident parameters (What was the speed at the moment of the impact? On what side of the car? Who is going to be hurt? What is the severity of the damages?).

If there is an answer but no injury . The SAMU can check through some questions if the patient is fine and give him the relevant help (break-down truck, firemen…): (Has your neck been hit by something? Do you have some pain or headache? Is your eyesight clear? etc)

If there is an injury . The phone call can be focused on important information about the injury. The GPS localization and the patient information will accelerate the procedure and the accident parameters will allow the SAMU to ask accurate questions about the injury. A specialized medical crew can be sent quickly.

OK The information transmitted to the constructor:

Car crashes: Analyzing real car crashes can be useful in order to create new security systems or ameliorate the existing one.

Statistics: Having precise statistics about the number, the type and the severity of the accidents can be useful to analyze the assistance market and the type of intervention needed.

CRM: When a car crashes, the data are automatically transmitted to the constructor. A previous authorization of the customer is asked to allow the transfer of the data to the constructor. This opt-out process can create high opportunities of revenue. Knowing the needs of our client after a car crash should be a competitive advantage on the spare parts and new car market as it generates some business opportunities for our constructor’s assistance network. However it is a tricky topic: the constructor needs to take into account the severity of the accident (the accident parameters can help)… Be sensitive to people needs without hurting their sensibility. For instance, if one of our clients have a light car crash and needs a new right headlight, the constructor can send him an e-mail with the price of its headlights and the location of the nearest garage. This added-value and proactive service can improve the rapidity of the intervention on the car, and consequently the satisfaction of the customer. OK

8.4. Applications8.4.1. Safety Emergency information

Lifebox provides vital information on the wounded person, like the blood group, allergies, patient antecedent. It allows safer and faster medical intervention. The diagnosis and the drug prescription are improved with the patient .ok

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8.4.2. Security car localization in case of tefthCollecting data for the constructor in order to improve security design ( real crash test with real injuries)

8.5. RiskThe judge can force a constructor to give information such as the speed and other parameters when an accident happens.yes

The most important and probable risk is a polemic on the privacy protection that could be bad for our image. The public opinion and the media could be outraged about the fact that personal information is used by the tribunals and by the constructor.

8.6. IMPLEMENTATION PROCESS8.6.1. Actors :

We considered that the implementation process should be done through the creation of a project team.

Siemens SAMU Meditech team (project manager) Renault team (customer) Professor of medicine

8.6.2. Phases

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GOOD

SIMPLE RAM

A: ApprovalL: LeadS: SecondaryC: ContributorR: Reviewer

MEDITECH EMERGENCY SOLUTIONS

SAMU Siemens Meditech Professor Renault

Requirement analysis L S S

Design S L S

Implementation S S L

Testing C S L S

Acceptance A C C R A

25

9. Communication plan:After the step of determining our product, describing Its functions and locating it within the marker, we have to promote it and make our stakeholders aware of this “Life Box”. This phase is one of the most important steps in our study.

9.1. Stakeholders:Our main stakeholders are:

9.1.1. GovernmentIt represents our official sponsor. We have to make it aware about the importance of investing in the production of “Life Box” by highlighting its main benefits. Our product can be a real leverage in saving human lives and making the emergencies’ operation more efficient. It can be considered as a system caring about the social side and the government can therefore contribute to an operation of reducing car crash disasters through its contribution in product’s development. Our mission will be achieved by using imminent means of promotion.

9.1.2. SiemensThis is our equipment supplier.

9.1.3. Cars manufacturers

They are our main customer; we have to make them aware about our product’s advantages and functionalities. They will integrate the “Life Box” in cars therefore making them equiped by this system.

9.1.4. Hospitals

They represent our partners. They are equiped by a system which receives the “Life Box” information after a crash. These data such as blood group, car location, car’s speed…are thereby used to locate faster the victim and to make the emergency’s intervention easier.

Correct

9.2. Tools:

Our project charter:

Our mission: We are a dynamic and young start up focusing on new technologies in developing solutions and trying to fix general social problems. We tend to make a system which involves the medical and the technological aspects in helping the emergency’s intervention.

Our vision: To begin with an optional system that can be or not integrated to cars and to make finally our product becoming necessary and compulsory in every car. This goal could be achieved by showing our performance and seriousness during the coming years. We aim to

MEDITECH EMERGENCY SOLUTIONS 26

become one of the most important Black Box providers’, to go through the simple image of producer and to become a real consultant responding to our customers’ needs.

Who we are:

We are a start up named “MEDITECH”. Our role is to promote and to develop systems and products helping medical researches, operations and different activities using the last technologies.

9.3. Implementation actionIn order to be well known by our stakeholders and to present our product by a good way we can make:

Creation of a website: A whole description of the “Life Box” will be available on the website. This description includes the range of our products, the prices of each product, the options that customers will have to choose. The website will be a professional one and will include In what way our product will improve emergency service.

Brochures: Brochures will be distributed to several hospitals in order to let them know about our product and to make them aware of its existence. Both, the website and brochures will be updated regularly to be effective and relevant.

Newsletters: Newsletters could be regularly sent to customers to make them aware of the introduction of new components in our product, in order to uphold their loyalty.

9.4. Core competenciesTo record useful information to hospitals in order to improve the medical intervention.

9.5. Competitive advantages

9.5.1. Quality improvementThe” Life Box” conveys detailed information about the accident, to car manufacturers in order to make them aware of the future needs of the customers. So it can be for them an additional mean to schedule their production of car components. The life box finds the causes of accidents (components defects) and conveys the information to car manufacturers in order to help them to improve the quality of their product.

9.5.2. RapidityThe “Life Box” sends information to the hospital very quickly. It is an imminent element in a situation where time is a decisive factor.

9.5.3. Precision Information transferred by the “Life Box” is very precise so that it helps doctors to make the right decision and to orient the patient to the adequate service.

10. Budget of the projectAs Regards the sell price of our competitors and their competitive power, the cost of launching our product and the subvention provided by the government, we fixed our sell price

10.1.Our competitors’ pricescompetitors competitive power sell prices

MEDITECH EMERGENCY SOLUTIONS 27

Boch low 450 eurosIBM/Norwich union moderate 430 eurosPeugeot and citroen very high N /Aeuropeen initiative very high N /AVOD high N/A

Due to our product differentiation from other competitors, our sell price is 5% higher than the average of our competitors’ prices. It would be 460 euros. In order to have a competitive price we have obtained subvention representing around 20% of our final price (526 euros).

10.2.Total costWe tried to make an assumption about our annual budget:Communication cost Brochures 500 euros

Web site 1500 eurosNews Letters 20 euros

Manufacturing cost Siemens Product 430 euros

Total 2630 euros

OK

What about benefit, for whom? ROI?

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Sources:

www.citroen.comwww.renault.comwww.siemens.comwww.bosch.com

www.caradisiac.com/php/actu_enq/enq/secu/157/mg_5426_boitenoire2.php http://cultureetloisirs.france3.fr/automobile/actu/20082643-fr.phphttp://formats-ouverts.org/blog/2005/06/08/421-des-voitures-a-un-format-plus-communiquant-mais-sans-vie-priveehttp://www.violenceroutiere.org/lcvr/actions/article4.htmlhttp://www.lefigaro.fr/automobile/20060830.FIG000000097_les_mouchards_se_banalisent_aux_etats_unis.htmlhttp://www.lesechos.fr/patrimoine/assurance/200078338.htm

www.securiteroutiere.gouv.fr/observatoirewww.care.comwww.securiteroutiere.gouv.fr/infos-ref/politique/recherche/la-voiture-intelligente.html www.carcrashaccident.com/ http://ec.europa.eu/transport/roadsafety/road_safety_observatory/care_en.htmhttp://ec.europa.eu/enterprise/automotive/pagesbackground/competitiveness/cars21finalreport.pdfwww.securite-routiere.equipement.gouv.fr/infos-ref/observatoire/conjoncture/index.html

Appendix 1: Presentation of our partner: Siemens VDO (Source: Xerfi)

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