Innovation with Impact Requires Real Ideas

Q: Why create a product that targets a nascent ageing population in Mexico?

A: Worldwide, every 15 seconds a senior suffers a fall and every 30 minutes a senior dies in the hospital due to this accident. We focus on solving the problems and needs of an unattended and growing market because there is a lack of reliable information and feedback services. Today, one in 10 people in Mexico is a senior, which totals about 12 million people, and one in three deaths in seniors are related to these falls. That is why we created Emiti.

Q: What added value does Emiti offer in relation to the senior's care?

A: Emiti integral solution is designed for all types of people because it can be used by seniors but also by people who require healthcare monitoring in a non-invasive way, like those with epilepsy, Alzheimer’s or any other condition. Since it has independent functions, it does not need to be connected to any smartphone, Bluetooth or wifi. It has one communication button and it has a tap screen display, it was designed especially for the silver market: easy to use and intuitive.

Q: What kind of brand does Emiti hope to be?

A: We will position our Emiti brand to be a life facilitator for senior people and for families that want to take care of their loved relatives. Our relationship with our consumer will be based on our capacity to develop empathy with them and form unbreakable ties with them. Our brand has to be honest, sharp, friendly, secure, easy to remember and easy to read in almost every language.

Q: What potential uses can the information recovered by Emiti have for Big Data and data analytics?

A: Our premise is to start generating data about our users and their relatives. We will be able to generate information about falls, heart rate and anomalies in heart rate, physical activity, step activity, geolocation, activity and sleep rhythm, activities in calls and messages sent, as well as reminders to take medicines for the purpose to create a huge database to begin detecting patterns of behavior in different lifestyles and diseases of our users. An example that we can obtain in the future by using Big Data is knowing the geographical location where people ask for more help or move with a more frequent physical activity, also knowing how the lifestyle of our users changes depending on their geographical position, physical activity and their behaviors depending on the medicines they take, the frequency of their calls which can serve to the investigating doctors to find medicines and solutions to improve the quality of life.

In terms of data analytics, we can find that all the information we obtain has two main purposes. One is to provide families with all the information available in case their doctor, their Primary Care physician or a specialist needs them to be able to make an accurate diagnosis of their patients. Two, to be able to make an analysis of this data to be able to find anomalies in our users. For example, a patient that never gets up at midnight and one day gets up at 3 am can give us a hint that something is happening. By identifying anomalies, we can reach a point where we can help our user if they are having an emergency or discomfort that can be addressed in real time.

Q: Has Emiti already consolidated Telcel as its point of sale?

A: Our alliance with Telcel is in process and Emiti is finetuning the details to launch its product into the market, which will be in autumn 2018. After launching, we want to deepen our penetration and consolidate the company as a specialized provider for senior care in Mexico and Latin America.