INDUSTRIAL MARKETING INDIVIDUAL ASSIGNMENT ON EYEWATCH - 'THE NO MORE PANIC' BUTTON (WORD COUNT : 993 words)

Submitted to : Ms. Shilpa Singh

Submitted by : Megha Jhawar MBA - M&S - 2013 D-07

TABLE OF CONTENTS Chapter No. 1 2 Introduction Body of the report 2.1 Overview 2.2 Individual Buying Behavior v/s Organizational Buying Behavior 2.3 Buying Center 8 6 7 Contents Page No. 3

References Appendices I Questionnaire - B2C II Questionnaire - B2B

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CHAPTER 1 : INTRODUCTION

ABOUT EYEWATCH Eyewatch is an easy to use Emergency Alert Mobile Application, for your personal safety, which gets installed on your phone and allows you to trigger instant emergency alerts to your trusted contacts, alerting them of your emergency along with your Location, Audio Visuals of the Situation and other critical details. It is compatible with three operating systems Android OS, Blackberry OS, Nokia Symbian OS. Soon, it will be launched for Apple iOS. Eyewatch is a product of Indianeye Security Pvt. Ltd (ISL) and it was launched by Indias Chief of Army Staff, General V.K.Singh on the occasion of Army Day.

The figure below shows how the Eyewatch concept works:

Figure 1.1 Concept of Eyewatch (B2C)

Features of Eyewatch The features of the Eyewatch are shown below: SOS BUTTON: Emergency Alert activation by press of a button LOCATION & LIVE TRACKING: The application notifies your contacts of your current location AUDIO AND VISUALS: The application automatically records a pre emergency audio and a video or photos and displays this to your trusted contacts on a secure webpage AUTO CONNECT: The application connects you with your contacts by calling them in a sequential manner SAFETY CONFIRM: The application informs your contacts with your location that you are safe.

Figure 1.2 Features of Eyewatch For B2C purpose, Eyewatch Basic is available free of cost in the respective app stores along with Eyewatch Elite which is available @ . 320 pm. In the present case, we are considering Eyewatch Elite users only for B2C purpose.

Also, for the B2B purpose, Eyewatch offers additionally, the ERCC (Emergency Response Control Center) which provides information of the SOS alerts activated by a user group using the Eyewatch application and has the following features: Reducing the response time by providing relevant data at a dedicated control center Monitoring multiple alerts at a time along with multiple tracking methods Improving Response time of the rescue or help Handling up to 2 Million Alerts in a day (max of 20,000 in a 5 second span) Determining the priority of each alert and prioritizing which needs to be addressed first Provision to Oversee/Administrate Alerts and responses across the state at a single location.

Figure 1.3 ERCC Overview (B2B Only)

CHAPTER 2 : BODY OF THE REPORT

2.1 Overview Interviews were conducted keeping a few basic questions as reference for B2B as well as B2C customers of Eyewatch. This helped in comparing the various parameters in the two domains and identifying the members of the buying center.

The findings and analysis thereafter are stated below.

2.2 Individual Buying Behavior v/s Organizational Buying Behavior

The following table shows the comparison between the B2B and B2C buying behavior for Eyewatch Elite & ERCC and Eyewatch Elite respectively. Sr. No. 1 What Parameter is the type of Eyewatch B2B Elite B2C (and Eyewatch Elite for &

product purchased?

Eyewatch Pro also selected connections) ERCC

Why

is

the

product Employee Safety concerns, Personal Safety Employee Benefits, etc.

purchased? 3 How is the

product Directly

from

the Android, OVI

Blackberry, app stores

purchased? or Where is Eyewatch team of Security Nokia the form? product

purchased Watch India (a not-for- along with 54 other app profit organization working stores available online or for Indianeye Security the Eyewatch website.

Private Limited). 4 When was the product After being approached by After purchased? knowing about

Team Eyewatch or SWI for mobile phone applications employee safety concerns. for personal safety. Monthly

How frequently is the Quarterly/Halfproduct purchased? purchased/re- Yearly/Annually

What

is

the

cost

of Rs. 100 pm per connection Rs. 320 pm per connection post 100 free connections for women for Eyewatch Elite along with ERCC @ Rs. 10,00,000 per annum.

product?

What is the mode of Payment by Cheque or DD payment?

Payments through Credit / Debit Cards online

Table 2.1 B2B v/s B2C Buying Behavior

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2.3 Buying Center

The members of the Buying Center are stated in the following table: Sr. No. 1 2 3 Buying Center Elements Initiator Influencer Decider Organization Members Team Eyewatch (Manager - Sales & Marketing) Head - Technical Department ; Head - ERT Department Head - Security Department ; HR Head ; Employee Benefits Department 4 5 6 Buyer User Gatekeeper Directors, CFO Employees & Associates of the Buyer Organization PS and PA to Decider and Influencer ; Receptionist Table 2.2 Buying Center

REFERENCES

Websites:
http://www.eye-watch.in/Login.action http://front.elasticbeanstalk.com/download.jsp

People: Mr. Prateek Kathpal : Manager - Sales and Marketing - Eyewatch Ms. Shilpa Singh : Assistant Professor - Amity Business School 15 Eyewatch Users (For B2C interviews) People from 3 organizations using Eyewatch & ERCC.

APPENDICES

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APPENDIX I - QUESTIONNAIRE B2C

Q1 : How did you get to know about Eyewatch? Q2 : What convinced you to buy Eyewatch? Q3 : How long have you been using Eyewatch? Q4 : How much were you charged for the product? Q5 : What was your mode of payment/payment procedure?

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APPENDIX II - QUESTIONNAIRE B2B Q1 : How did you get to know about Eyewatch? Q2 : Who approached you with the idea of Eyewatch for employee safety? Q3 : What/Who convinced you to buy Eyewatch? Q4 : Who were the key elements/people in the entire buying process? Q5 : How much were you charged for the product? Q6 : What was your mode and frequency of payments/payment procedure? Q7 : What were the offerings by Team Eyewatch?

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