Safe Track New Traffic Warning System – features ”Nudging” Kolding School of Design, 31.10.2012
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imakers ApS founded 30.08.2006 Mayday Partners 1 ApS enters as shareholder 01.02.2010 DsignIT ApS and Horup Holding ApS enter as shareholders 01.04.2011 Warning Systems ApS founded 01.04.2011 imakers internaJonal a/s founded 01.06.2011
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Segment: FMCG, BTB Food, Packaging Industry Func0on / USP: Integrated packaging for spreadables Convenient. Patent / design: Patent Pending Customers: ARLA, Ferrero, Hero…
Yellowone – Needle Cap Needle injury facts: -‐ 21 Mio Hepa11s B -‐ 2 Mio Hepa11s C -‐ 0,3 Mio HIV > Per year!
ca. i r f A e. ors i.
but i r t s i d and s ’ O G to N through om s e l a S 1on urope.c u b i r t ete Di s n t s e .b www
Branche: Medico, 3. World Aid, NGO Funk0on / USP: • Safety • Hygenique • Inexpensive Patent / design: Patented in DK Kunder / aBagere: NGO’s, Danida, others incl. company sponsors. Key Markets: Africa, India
SAFE TRACK® – EMERGENCY PRE-‐WARNING SYSTEM
(Prototype)
Segment: Alarm/Security/public service ary Func0on / USP: Subsidi s p A s g System 11 Device uses TA/TP func1on n i n r a W il 20 r p A to pre-‐warn local vehicles. d e Found Lifesaving. Timesaving Lowers stress and eases passage for emergency fleets. Patent / design: Patent Pending Customers: Falck, Emergency Fleets, police etc.
Background/Reason Why - Safe Track
Many drivers experience ”a sudden encounter” of emergency flash lights…. 1. The Safe Track System ”pre-warns” drivers (approx. 30 sec.) before flash and sirens are ”on your neck”…: ”Nudging” is used to maximise the incentive to clear a passage via relevant audio signal & announcement… 2. A good message is ”key” > hence we contacted and consulted with Pelle G. Hansen…… 2. Presented and soon to be tested at ”Københavns Brandvæsen” (Fire Brigade Copenhagen) and ”Falck” (Ambulances) Copenhagen + Southern DK. 3.
Results available end 2012 / beginning 2013.
Advantages of a ”nudged” pre-warning 375.000 emergency incidents in DK/year: • Reduces ”response time” to/from place of emergency • Enables a safer passage for the benefit of involved drivers, emergency personel and patients (FACT: one accident per week involving an emergency vehicle…) • Reduces CO2 waste as well as wear & tear on fleet vehicles • Reduces stress within emergency personel • System can be used in a fixed/stationary setting as well
The invention/patent
Proof of Concept
Testresults are positive – it works!
• Most drivers within the EU and beyond listen to the radio or CD when driving • The driver receives ”a nudged message” via his/her car radio / CD • The system uses known technology – no ”new” learning necessary • The Safe Track device has to only be installed in emergency fleets
How it works….
Emergency Vehicle(A) is equipped with the Safe Track device including a FM transmitter and a RDS decoder • When activated - it sends a signal within a given range/distance • The signal is received by all drivers FM radio/CD, which automatically swichtes over to the emergency frequency • Drivers receive one or more ”nuging” messages telling / displaying it whenever an emergency vehicle (in a given situation) is approaching. • Out of reach (>1-2 Km) the receiver switches back or is not activated
Implementation and potential Based on data from Denmark, we have calculated the amount of emergency vehicles in the EU (= max potential): Safe Track Market poten1al – by country and fleet Low esJmate Brandvæsen inhabitants Ambulances køretøjer Police other (militær)
Total pr. område
Danmark
5.500.000 500 1.850 2.000 200
4.550
Norge
4.800.000 436 1.615 1.745 175
3.971
Sverige
9.400.000 855 3.162 3.418 342
7.776
Tyskland
83.000.000 7.545 27.918 30.182 3.018
68.664
Holland
16.300.000 1.482 5.483 5.927 593
13.485
England
61.000.000 5.545 20.518 22.182 2.218
50.464
EU
495.000.000
Resten af EU
319.800.000 29.073 107.569 116.291 11.629
Samlede nøgle kundegrupper
264.562
45.436 168.615 181.745 18.175 Total all areas 413.471
QUESTIONS? Nudging – saving lives across the EU and beyond….
?