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Study feasibility and best route to market for telecare solution in Germany and Japan

Periodic Reporting for period 1 - NASTEX (Study feasibility and best route to market for telecare solution in Germany and Japan)

Reporting period: 2015-03-01 to 2015-08-31

Navigil launched in September 2014 a brand new wearable mobile personal safety solution for the Finnish and UK markets. The innovative solution consists of three elements:
o world’s smallest wristwatch format telecare/telehealth device (S1) with GSM phone, GNSS location and wireless sensor features
o mobile subscription services with industry benchmark help request call routing and reachability service (part of Rafael)
o core location and management service with an easy to use web browser user interface (Rafael)

This Navigil solution for the first time in the market offers to elderly persons a stylish telecare device that they don’t have to be ashamed to wear and that they can use to call for help in emergency situations anywhere. For the first time caregivers have an easy to use way to share the workload of receiving help request calls and to locate missing persons suffering from dementia.
Navigil S1 telecare wristwatch and Rafael service are the only complete solution in the market – none of the competitive offerings meet all of the requirements of industrial design, device feature, integrated mobile operator grade call routing service, ease of use and affordable cost.

Navigil is aggressively seeking to expand its solution’s international coverage in markets where the ratio of elderly personnel is high in comparison with the rest of the population. According to United Nation’s study World Population Ageing 2013, Japan, Italy and Germany have worst ratios and face the most difficult challenges on availability of elderly care resources. Navigil has already conducted a feasibility study in Italy. Japan and Germany were chosen due to increasingly ageing populations and due to well-known issue with lack of elderly care resources. Rest of EU-25, China and USA are next planned areas of international expansion.

The NASTEX (NAvigil STudy on EXpansion) study is required to validate the target market size, optimum route to market and match of required versus current solution features in the target market. Successful execution increases Navigil’s ability to invest in further development and manufacturing resources within EU.

Navigil’s objective is to alleviate the elderly care resource issue by providing ICT based solutions that enable individual caregivers to effectively participate in the care of an elderly person. This will reduce the pressure on municipal sheltered care and lifeline call centre resources. If the move of an elderly person to sheltered care can be postponed by mere three days, the Navigil solution has been paid for.

The second objective of Navigil is to alleviate the availability of municipal medical resources. The possibility to get help within the golden hour in trauma events significantly reduces the number of days spent in a hospital. Similarly the possibility to remotely diagnose an elderly person using wireless sensors can reduce the number of visits to a doctor or to a nurse by up to 50%.
The financial objective is to ensure that the international market expansion is successfully executed.

NASTEX Objectives
The objective of the NASTEX project is to conduct a feasibility study in Germany and Japan in order to find out required input for business viability assessment and for development of a business plan for each country. The data elements required include:
o geographic demographic information
o current market conditions including competitive solution status
o validated customer requirement
o route to market options
o mobile network operators (if roaming SIM does not meet the customer requirements)

Due to the nature of the telecare/telehealth business a local partner with a 24/7 call centre is required. Such a partner has trained staff that can answer help request calls and that in the event medical assistance is required can assess what type of help is required and the urgency of such assistance.
The interim result of the NASTEX project is a feasibility study report for these two markets. The final result of the NASTEX project is a business plan including metrics for investments required, revenue and volume forecasts and assessment of critical success factors for the target market.
The work performed consists of a feasibility study done in Germany and in Spain. The original intent was to conduct a study in Japan but due to significantly later than planned availability of the S1 version working in the Japanese 3G mobile communication networks it was decided to replace Japan with Spain as a target market. The bulk of the work was outsourced to FinTra. FinTra conducted studies in both countries as planned. The feasibility study in Spain was conducted rather late during the project due to the change of target country and therefore the impact of the study work is not as advanced as in Germany. In addition to the feasibility study several visits were done to meet with potential customers in order to verify the findings of the study. As an output of the feasibility study a market study document was generated for both countries. The findings in both countries were vital in shaping the business plan to enter these markets as critical information was uncovered during the study. Without this information the market entry would have had rather poor likelihood of being successful.

The main results of the work are:
- geographic demographic information for each country
- current market conditions including competitive solution status
- validated customer requirement
- route to market options

The market study reports are appended to the report.
Navigil solution helps in reducing elderly care resource deficit in the EU. We have verified that the difficult to achieve Unique Selling Proporitions (USP) such as desirable small size, innovative call routing services and low cost make our solution the preferred choice especially in the price sensitive municipal tenders in target countries. Especially in Germany where the elderly care is funded by private insurance the cost effective Navigil solution fits within the insurance paid limits thus making this solution available to many elderly persons that couldn’t afford it before.

In the long run the cost effective solution will significantly:
- reduce the overall elderly care cost including cost of sheltered care housing by enabling persons to live longer independently at home
- reduce the cost health care cost in hospitals due to trauma events such as falls by ensuring that help is available during the golden hour and thus minimizing the time spent recovering in the hospital. This also frees hospital beds to other patients and therefore reduces the pressure on healthcare resources due to increasing aging population.