Fear Mongering, & Increased Need for

SecurityGuo, ChristinaRao, Vaishali

October 2016 Trend Briefing in the U.S.

◈ Political Rhetoric

◈ Immigration◈ Internal Crisis

Increasing Awareness

“Areas of Profits

◈ Security companies◈ Insurance companies

◈ Personal Protection Products

• 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.

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

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

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

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

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,

"Advertising is based on one thing: happiness."

"And do you know what happiness is? …

It's freedom from fear."- MadMen

ExecutionReal-time interaction/ Building connections

to reassure safety to consumers.

Car Alarm SystemTwo-way interaction with cars

- 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

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.

Indoor security camera with facial recognition

Personal Safety Mobile Application

- 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.

Opportunities“The Sharing Economy” and Neighborhood Safety

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”

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

Thanks!

Any questions?