Process

In the context of services marketing, “Process” is one of the seven P’s of the marketing mix making it a
very crucial element in any service being offered to the public. In our case an emergency is a significant,
unforeseen, and typically dangerous event that calls for immediate action. These emergencies may
happen anywhere, in the office, at home, on the streets, or in a public space. With an app like “Panic
Button”, every emergency can be controlled with the push of a button. This emergency app and security
alert app's major objectives are to alert with a single button in case of an emergency, avoid accidents,
and enhance overall life safety and quality. This application is aimed at keeping the user safe anywhere
he or she travels based on GPS coordinates.

As it can be seen in the above Figure, we have outlined the major processes involved in using our service
“Panic Button”. The consumer first needs to be aware about our app through different digital &
traditional marketing channels so that he or she may land on our registration page. Once the consumer
is on our registration page, he/she is redirected to the Google Play Store or Apple Store so that the
installation of application can take place. The user after installation of app, is now able to register for our
service which then leads to the initial sign up for Panic Button. After successful sign up and log in, the
consumer is required to fill out his/her emergency information which includes their top 5 emergency
contacts, home and office address, local emergency helplines. Once they’ve completed their emergency
information the consumer is next asked to turn on the permission for “Location Always On” for this app.
Because without the permission set to “Always On” the app will not be able to broadcast the GPS signal
at the time of an emergency situation. The consumer after completing the registration process is now
asked to select their payment methods to subscribe for our service. The subscription fee for our service
is PKR 150 per month, which in our opinion is a very nominal fee for an extremely important and life
saying service such as the Panic Button. The payment options include paying via VISA, MasterCard,
Easypaisa or Jazz cash. The consumer here has an option to either take a trial of our service for 1 month
or to instantly subscribe to our service. In the free trial, the consumer is given 1 free “Panic Button” after
which the consumer will have to subscribe to our service or uninstall the application. Once the payment
has been verified, the consumer is sent an email and SMS confirmation text that they have successfully
registered and subscribed to our service. Here, the distinguishing element of “Panic Button” from other
similar apps is our addition of a “Panic Gadget” which is a personalized gadget in the shape of a ring,
bracelet, necklace or a watch add-on that is capable of sending a GPS distress signal to the local
authorities and activating the panic button on the consumer’s smart phone. After the customization of
the panic gadget is done, the consumer is sent an invoice at their email address, which can be paid
online or through COD (Cash on Delivery). We hope and expect to have a delivery time of 5 working days
with deliveries all over Pakistan. Once the consumer is in possession of the Panic Gadget, he/she may
setup the gadget with the installed app. Here it is important to mention that the consumer will be
provided with 1 test Panic Button, so that they may confirm if the service is working properly without
any glitches. Our service is aimed to provide consumers with a software and physical solution for
emergency situations. We at Panic Button, understand that it is not humanely possible to have your
phone at all times and, especially at the time of an emergency one does not always have an access to a
smart phone. This special situation is catered to by our Panic Gadget which can be with the consumer at
all times.
The Technology

The Panic Button App will be designed for both Android and IOS users. The initial roll out will be on
Android platforms as android development does not have any stringent hardware requirements and it
has a low production cost and a high ROI. Furthermore, Android has a large userbase in Pakistan and
worldwide as compared to the alternative platform – IOS. However, we plan on rolling out the IOS app
within the first year of launch. The android app requires Android 9 and above for it to seamlessly
transmit data to and from our servers along with the Panic Gadget. The gadget will have a push button
enclosed in a rubber cap to prevent accidental touches. The gadget will be used to transmit the GPS
coordinates to our servers which will instantly notify the Panic Button Team, user’s emergency contacts
and the local authorities, that the bearer of the gadget is under an emergency situation. The gadget is
designed with extra low power consumption which enables the battery to last up-to two years.

Identification of Gaps.

One of the main barriers this app may face is the lack of awareness and technology in the rural areas of
Pakistan. To be a user of our service one must have simple know-how of using smartphones and
inputting information as required at the initial registration. The urban population will find our service
user-friendly and easy to navigate through the different steps involved. As for the rural population, the
majority of women do not own a smart phone and are not literate enough to register themselves for our
service. However, once this service becomes a widely used emergency app in the urban cities of
Pakistan, we can roll out editions supporting other languages based on the feedback received after
launch of service.

Process

Technology

Identification of gaps and Filling in of any gaps/suggestions