trend watching: security and safety
TRANSCRIPT
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Fear Mongering, & Increased Need for
SecurityGuo, ChristinaRao, Vaishali
October 2016 Trend Briefing in the U.S.
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◈ Political Rhetoric
◈ Immigration◈ Internal Crisis
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Increasing Awareness
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“Areas of Profits
◈ Security companies◈ Insurance companies
◈ Personal Protection Products
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• Car Security: car insurance and car alarm system
• Home Security: connected home system, home monitoring, and gates communities.
• Personal Security: women’s safety products, and guns.
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Car Security
1● More than $4.5 billion was lost nationwide to
motor vehicle thefts in 2014.
● The average dollar loss per stolen vehicle was
$6,537.
● A motor vehicle is stolen on average every 46
seconds in the United States.
● Manufacturers’ anti-theft protection solutions with high costs.
Source: FBI 2014 Annual Report, ABC News, Insurance Information Institute
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Home Security
2Smart Home, Home monitoring, and home insurance companies
● Homeowners and renters
● 62% of consumers express interest in door and window sensors
● 56% of consumers show interest in outdoor security cameras.
Reasons: lower incomes, urban areas, higher crime rates
Flood insurance companies
● Reason: environmental hazards.
Source: Mintel
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Target Customers: geographic location
● Greater perceived threat to the home in
more densely populated urban centers.
● Urban residents showed substantially
elevated levels of interest, with double-
digit leads over suburbanites.
- Increased interest in new technology
- New ideas related to technology spread
more rapidly
Source: Mintel
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Target Customers: multicultural marketing
● Hispanics display greater interest than non-Hispanics in
all categories of home security and monitoring hardware.
● Hispanics are more likely to be younger, to have children
at home, and to live in urban area.
● Targeting urban Hispanics is likely to be an efficient
marketing strategy for home monitoring brands.
- Tech-savvy
- WOM: friends referrals, social media
Source: Mintel
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Personal Security
3● Aggravated assaults accounted for 63.6
percent of violent crimes reported to law
enforcement in 2014.
● Robbery offenses accounted for 28.0
percent of violent crime offenses;
● Rape (legacy definition) accounted for
7.2 percent;
● Murder accounted for 1.2 percent.
Source: FBI 2014 Annual Report, UNWomen.org,
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"Advertising is based on one thing: happiness."
"And do you know what happiness is? …
It's freedom from fear."- MadMen
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ExecutionReal-time interaction/ Building connections
to reassure safety to consumers.
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Car Alarm SystemTwo-way interaction with cars
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- Remote connected car via smartphone
- Remote start, lock and unlock
- Security
- Keyless entry
- Security system for car stealing
● Customizable car system
● Available for smartphones and wearable
technology
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Home Monitoring and Security
• Personal and family security remains a key driver in smart home adoption for the majority of
consumers
• 90% agree that security is one of the most important reasons to purchase a smart home system.
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Indoor security camera with facial recognition
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Personal Safety Mobile Application
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- Unlimited friends
- Alert friends with SOS button
- Check in and share your locations with your
friends
- Timer: follow your steps
- Invite friends to walk with you via live GPS
trace.
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Opportunities“The Sharing Economy” and Neighborhood Safety
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Opportunity for companies in the “Sharing Economy” industry.
● In 2015, customers have submitted 50 injury claims about Airbnb in
the U.S.
● Certain neighborhoods are avoided due to “safety concerns.”
● Women and minorities appear more likely to experience violence
and discrimination on platforms like Uber and Airbnb.
● The collaboration with 24/7 personal safety apps
- Uber/ Lyft: riders and drivers
- Airbnb: hosts, neighborhoods
The safety issue of “the sharing economy”
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Neighborhood Safety
Opportunity for real estate, home
insurance, and personal insurance
companies.
● Collaboration with CrimeReports™:
database
● Filters to find out frequency, kinds,
and severity of crimes in
neighborhoods
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Thanks!
Any questions?