[jzwinck]

$30/month is too much for this to get Wal-Mart traction (which is what it needs, because not even the daughters of seniors buy FitBits online). Seniors often live on what they call "fixed income" which is a euphemism for government aid, pensions (which are diminishing), etc. A new expense cannot be covered by working harder or smarter. A $30/month new expense is exactly why lots of seniors do not have smartphones (ironic then that Amulyte folks say they considered making a phone app but not enough of the audience have smartphones, then made a device that costs the same as a smartphone data plan).

Consider that the Kindle 3G comes with free cellular service. The hardware is in the same price ballpark, so why does Kindle let me download entire books for free, but Amulyte charges me $30/month to publish tiny updates that I hope I don't need?

Also consider the SPOT satellite messenger. It costs $150 plus $150 per year, which is much cheaper than Amulyte. The main downside for this application is that it does not work indoors--but the SPOT folks could add GSM capability and then their device seems almost universally better (the one exception being ergonomics for seniors).

Finally, ergonomics. Amulyte can't be too large, or it will be a constant dangling reminder of dying. And it obviously shouldn't be black in color--if not because black implies death then because new little black electronic widgets are really confusing and scary to old people. Round and light-colored would make a difference for some of the target audience.

[jacalulu]

Thanks for the feedback, you bring up some valid points that we have definitely thought through.

First, the expense associated with the device is comparable to what is currently on the market (in some cases it is actually less expensive than the competition). We realize that not everyone will be able to afford devices like this, which is why we also want to explore ways to get this subsidized. We believe that a device like this can allow seniors to live independently for longer, thus allowing them to remain in their own homes longer, and saving them on the cost of retirement and nursing homes (not to mention studies show that 90%+ of seniors want to remain living in their own homes for as long as possible). Down the road we may even explore offering a less expensive version of this if that becomes possible on our end (we still need to cover manufacturing costs and overhead).

You bring up a few other examples, but none of them are exactly comparable. First, the Kindle makes its profits off the books you do buy (they may offer some for free, but the profit comes from the business model in which users do still pay for books on their device). Second, you bring up SPOT then add that it doesn't actually work the way we do. The added functionality does come at an additional cost on our end. We are also spending more on getting a smaller form factor (this means a lot more work on the hardware engineering side), and we are creating a custom dock so that the pendant can be easily recharged without needing to fidget with a micro USB.

In terms of ergonomics, the device will measure approximately 40mm x 40mm, which is comparable to current devices on the market with a limited set of features. We are continuously trying to engineer the device to be smaller, and over time we will be able to, but this does incur larger upfront costs and a longer period of time. So right now, we are focusing on making the best device possible, and will continue to iterate and improve on it as components get better and better :) As for the black - it tested rather well with males (although my preference, and that of a lot of the female seniors we showed the designs to, did prefer the lighter coloured device).