Introduction

The aging population, combined with the increasing need for care and the rising costs of healthcare has become a challenge for our society. Mobile health, which integrates mobile computing technologies with healthcare delivery systems, will play a crucial role in solving this problem by delivering a more comfortable, more efficient and more cost-efficient healthcare. Body Area Networks (BAN) are an essential component of mHealth. BANs are miniaturized sensor networks; consisting of lightweight, ultra low-power, wireless sensor nodes which continuously monitor physical and vital parameters. They provide long-term monitoring, while maintaining user mobility and comfort. For example patients who are no longer compelled to stay in a hospital could be monitored at home.

The time for health leadership is now. Governments, companies and consumers are all looking for solutions that improve health access, quality and outcomes that reduce healthcare costs. Within the H PHONE , projects operate with a variety of objectives, including increased access to healthcare and health-related information (particularly for hardto-reach populations); improved ability to diagnose and track diseases; timelier, more actionable public health information; and expanded access to on-going medical education and training for health workers. H PHONE broadly encompasses the use of mobile telecommunication and multimedia technologies as they are integrated within increasingly mobile and wireless health care delivery systems. The field broadly encompasses the use of mobile telecommunication and multimedia technologies in health care delivery. Motivation of H PHONE The motivation behind the development of the H PHONE field arises from two factors. The first factor concerns the myriad constraints felt by healthcare systems of developing nations. These constraints include high population growth, a high burden of disease prevalence, low health care workforce, large numbers of rural inhabitants,

and limited financial resources to support healthcare infrastructure and health information systems. The second factor is the recent rapid rise in mobile phone penetration in developing countries to large segments of the healthcare workforce, as well as the population of a country as a whole.[8] With greater access to mobile phones to all segments of a country, including rural areas, the potential of lowering information and transaction costs in order to deliver healthcare improves. The combinations of these two factors have motivated much discussion of how greater access to mobile phone technology can be leveraged to mitigate the numerous pressures faced by developing countries' healthcare systems. Both factors are discussed here. Healthcare in low- and middle-income countries Middle income and especially low-income countries face a plethora of constraints in their healthcare systems. These countries face a severe lack of human and physical resources, as well as some of the largest burdens of disease, extreme poverty, and large population growth rates. Additionally, healthcare access to all reaches of society is generally low in these countries. The burden of disease is additionally much higher in low- and middle-income countries than high-income countries. In addition, low- and middle-income countries are forced to face the burdens of both extreme poverty and the growing incidence of chronic diseases, such as diabetes and heart disease, an effect of new-found (relative) affluence. The problem is so serious that in many instances there is simply not enough human capacity even to absorb, deploy and efficiently use the substantial additional funds that are considered necessary to improve health in these countries.

Applications in the hphone Field

Education and awareness Helpline Diagnostic and treatment support Communication and training for healthcare workers Disease and epidemic outbreak tracking Remote monitoring Remote data collection

Education and awareness Education and awareness programs within the hphone field are largely about the spreading of mass information from source to recipient through short message services (SMS). In education and awareness applications, SMS messages are sent directly to users' phones to offer information about various subjects, including testing and treatment methods, availability of health services, and disease management. SMSs provide an advantage of being relatively unobtrusive, offering patients confidentiality in environments where disease (especially HIV/AIDS) is often taboo. Additionally, SMSs provide an avenue to reach far-reaching areassuch as rural areaswhich may have limited access to public health information and education, health clinics, and a deficit of healthcare workers. For examplePatient Reported Outcome data capture and treatment adherence system via text messaging Free open source software that turns a laptop and a mobile phone into a central communications hub that enables users to send and receive text messages with large groups of people through mobile phones, without requiring an internet connection

Helpline

Helpline typically consists of a specific phone number that any individual is able to call to gain access to a range of medical services. These include phone consultations, counseling, service complaints, and information on facilities, drugs, equipment, and/or available mobile health clinics.
For example-

Phone consults,counseling and complaints, information on facilities, drugs,

mobile health clinics (vans). Mission: create platform to enable 1 billion virtual and 1 billion physical service contacts.

Diagnostic support, treatment support, communication and training for healthcare workers Diagnostic and treatment support systems are typically designed to provide healthcare workers in remote areas advice about diagnosis and treatment of patients. While some projects may provide mobile phone applicationssuch as a step-by-step medical decision tree systemsto help healthcare workers diagnosis, other projects provide direct diagnosis to patients themselves. In such cases, known as telemedicine, patients might take a photograph of a wound or illness and allow a remote physician diagnose to help treat the medical problem. Both diagnosis and treatment support projects attempt to mitigate the cost and time of travel for patients located in remote areas[2] hphone projects within the communication and training for healthcare workers subset involve connecting healthcare workers to sources of information through their mobile phone. This involves connecting healthcare workers to other healthcare workers, medical institutions, ministries of health, or other houses of medical information. Such projects additionally involve using mobile phones to better organize and target in-person training. Improved communication projects attempt to increase knowledge transfer amongst healthcare workers and improve patient outcomes through such programs as patient referral processes. Disease surveillance, remote data collection, and epidemic outbreak tracking Projects within this area operate to utilize mobile phones' ability to collect and transmit data quickly, cheaply, and relatively efficiently. Data concerning the location and levels of specific diseases (such as malaria, HIV/AIDS, TB, Avian Flu) can help medical systems or ministries of health or other organizations identify outbreaks and

better target medical resources to areas of greatest need. Such projects can be particularly useful during emergencies, in order to identify where the greatest medical needs are within a country. Policymakers and health providers at the national, district, and community level need accurate data in order to gauge the effectiveness of existing policies and programs and shape new ones. In the developing world, collecting field information is particularly difficult since many segments of the population are rarely able to visit a hospital, even in the case of severe illness.

Treatment support and medication compliance for patients, including chronic disease management Remote monitoring and treatment support allows for greater involvement in the continued care of patients. Recent studies seem to show also the efficacy of inducing positive and negative affective states, using smart phones. [1] Within environments of limited resources and bedsand subsequently a 'outpatient' cultureremote monitoring allows healthcare workers to better track patient conditions, medication regimen adherence, and follow-up scheduling. Such projects can operate through either one- or two-way communications systems. Remote monitoring has been used particularly in the area of medication adherence for AIDS and diabetes.

Emerging trends and areas of interest in hphone

Emergency response systems (e.g., road traffic accidents, emergency obstetric care)

Human resources coordination, management, and supervision Mobile synchronous (voice) and asynchronous (SMS) telemedicine diagnostic and decision support to remote clinicians[51]

Clinician-focused, evidence-based formulary, database and decision support information available at the point-of-care[51]

Pharmaceutical

Supply

Chain

Integrity

&

Patient

Safety

Systems

(e.g. Sproxil and mPedigree)[52]

Clinical care and remote patient monitoring Health extension services Health services monitoring and reporting Health-related mLearning for the general public Training and continuing professional development for health care workers Health promotion and community mobilization Support of long-term conditions *[2], for example in diabetes self-management.

The Emergence of the H- PHONE Market Wireless connectivity amongst medical devices is on the rise, as is the use of mobile phones for healthcare applications. The latter has led to the emergence of a new and rapidly growing market segment for mobile health, or m-health, as it is more widely known. Mobile devices in the hands of physicians provide reference and patient information, but mobile devices in the hands of other caregivers and patients themselves have far greater potential for improving quality of care and reducing healthcare costs. Innovators are seeking ways in which these devices can provide the proverbial ounce of prevention that avoids a pound of cure. Mobile phones and tablets, with their significant computing power and ubiquitous connectivity, can enable real-time, bidirectional data transfer between patients and healthcare providers. They can be used to disseminate messages, gather and store data, and track patient compliance on a continuous basis with minimal disruption in the daily life of the user. Potential beneficiaries of m-health span from underserved areas in emerging economies to developed countries with a significant medical infrastructure. Mobile phones have proliferated in emerging economies, in many cases well ahead of medical care, so m-health could provide a means for deployment of care to remote areas. In developed countries, m-health could be the catalyst to move from expensive, reactive care toward preventive care, focusing on patient outcomes rather than medical services rendered. Such a change in focus would be nothing short of revolutionary.

The

road

ahead

for

hphone

As the hphone market continues to grow, competition will be fierce amongst device makers and solution providers alike. Three elements likely will separate the winners from the losers:

Interoperable, not siloed, devices. As healthcare migrates from being disconnected to collaborative, stand-alone devices that do not share data will be left behind. The need for pooling data from several devices into central databases, such as EMRs, will only grow as the market expands.

Actionable information. Simply accumulating reams of data will do more harm than good to the healthcare system. Clinicians will be overloaded with numbers, and consumers will have nothing to aid continued compliance, thereby failing to achieve the goal of improving outcomes. When designing solutions, device makers must pay attention to generating actionable information from the gathered data. Data analysis tools and algorithms will be key as monitoring devices and mobile apps are scaled to a wide audience. They could provide the competitive edge to companies that recognise this and move fast.

User-centred design. The success of mobile medical devices, especially those that rely on user acceptance and adoption, will depend greatly on the user interface. Personalised and context-sensitive solutions will have a greater chance of success. The level of engagement that devices build will determine their long-term success.

How it works

The newly-developed low-power interface wirelessly transmits bio-signals retrieved by Human++ BAN sensor nodes to an Android mobile phone where the data are collected, stored, processed, and sent over the internet to make them available for authorized users such as a physician. The interface is based on a standard Secure

Digital Input Output (SDIO) interface on Android mobile phones, enabling the integration of all the features available on Google's operating system (SMS, e-mail and data transmission over the internet, GPS to track user location).

Moreover, the mobile phone's hardware is extended to operate with low-power communication protocols and low-power radios, enabling long-term medical telemonitoring. As the interface is based on the Linux kernel, the system is also easily portable on other Linux-based devices, such as PDA's or laptops. And, the system allows configuration of thresholds on the measured parameters and automatic sending of alerts such as SMS messages and e-mails based on these values

Steps for the product developmentPath of development includes: Select the wireless technology (e.g. Bluetooth, Wi-Fi, ZigBee). For telemetry solutions, connect Bluetooth (e.g. EBWT12-A), Wi-Fi (e.g. WiFly GSX 802.11b/g), ANT Ultra Low Power Wireless (e.g. Nordic Semiconductors) and/or ZigBee (e.g. CC2530ZDK) to microcontroller evaluation board or prototype device. For stand-alone solutions, choose suitable target smartphone and install necessary memory storage to meet the needs of the activity. Develop specification for the data capture, graphical user interface, plugin hardware and back-end network topology. Design and test software to meet the specification. Trial m-health solution based on quality of service requirements, customer specification and end-user ergonomics.

Key Features

1. Ecg tracker- one can track the movement of blood in heart, if in emergency one wants to know.

2. Apart from ECG, patient can track EEG and EMG, and directly be connected with consultant in hospital while he/ she is at home.

3. Bp tracker- blood pressure can be easily measured, if one is at his/ her work. Even with this feature one can track the pulse rate of patient. 4. Strip test- with the port likeusb, one can easily perform the various strip test, by inserting them into port with a single drop of blood over it. 5. Not only blood test can be performed but diabetes test can be easily performed while the patient is at office or on the move , just by putting a drop of blood over strip and by inserting the strip into the port. The android based application in the phone, pairs the antibodies in the sample with that of standard data stored in the phone memory. The result is immediately flashed onto the screens and even can be communicated to your family doctor within seconds via internet based application.

OTHER FEATURES Call Memory: SMS Memory: Phonebook Memory: Sensors: Additional Features: Important Apps: Yes Yes Yes

Accelerometer, Gyro Sensor, RGB Sensor, Proximity Sensor, Barometer, Compass S Voice, Social Tag, S Beam, Wi-Fi Direct, Voice Input All Share Play

INTERNET & CONNECTIVITY Internet Features: Email

GPRS: Edge: 3G: Wifi: USB connectivity:

Yes, Class 12, 48 kbps Yes, Class 12 Yes, 21 Mbps HSDPA; 5.76 Mbps HSUPA Yes, 802.11 a/b/g/n Yes, micro USB, v2

Tethering: GPS Support: Bluetooth: Audio Jack: DLNA:

Wi-fi Hotspot Yes, A-GPS with Google Maps Yes, v4 3.5 mm Yes

DIMENSIONS

Size: Weight:

70.6 x 136.6 x 8.6 mm 133 g

Key Features Android v4.0 (Ice Cream Sandwich) OS, 8 MP Primary Camera, 1.9 MP Secondary Camera 4.8-inch Super AMOLED Capacitive Touch screen, 1.4 GHz Quad Core Processor,Wi-Fi Enabled Expandable Storage Capacity of 64 GB

ENERAL FEATURES In Sales Package: Form: SIM: Touch Screen: Keypad: Call Features: Handset Color: Handset, Battery, Charger, Headset, Data Cable Bar Single SIM, GSM Yes, Capacitive No Loudspeaker Marble White

Business Features: Document Viewer, Document Editor, Pushmail

Targeting Market targeting refers to the different areas of the population that companies can aim their products towards. The market segment that Hphone has chosen to aim is the market focussing old age, business people and executive, people who cannot remain in hospitals for regular monitoring and various NGOs. As a mobile phone with lots of feature need a lot of promoting and advertising that smaller, less successful mobile phones. Advertising on television advertising and sponsoring lots of events that will be viewed or heard by large amounts of people in their chosen market segment (events like health care programs along with polio camps). Adverts such as television and print adverts will be put into certain areas so that they can attract their chosen market segment, SLIDE tend to put a lot of their print adverts in business magazines, health magazines and medical books so they can appeal to all of their readers instead of a smaller percentage of the readers they would attract in magazines such as Business

Economy,4Ps,Business Today ,Business World.

Advertising in hospitals, dispensaries, and mobile heath camps can lead to mass awareness. Even our Hphone can be targeted to various medical students, as it can ease up their pressure of work with music facilities.

Three Cs and 4 P s Of Marketing The 3C's Model is a strategically look at the factors needed for success. It was developed by Kenichi Ohmae, a business and corporate strategist. The 3Cs model points out that a strategist should focus on three key factors for success. In the construction of a business strategy, three main players must be taken into account: 1. The Corporation 2. The Customer 3. The Competitors Only by integrating these three Cs (Corporation, Customer, Competitors) in a strategic triangle, a sustained competitive advantage can exist. Ohmae refers to these key factors as the three Cs or strategic triangle. 1. The Corporate-Based Strategy The Corporation needs strategies aiming to maximize the corporations strengths relative to the competition in the functional areas that are critical to achieve success in the industry. The h care phone aiming to satisfy the health needs which should be regularly checked. The basic aim is to serve those people who are suffering with problems like blood pressure, diabetes, health problems. - Selectivity and sequencing The corporation does not have to lead in every function. If it can gain decisive edge in one key function, it will eventually be able

to improve its other functions of the competition which are now average. Company had chosen this product because so that people can continuously check on healths who are suffering with the above mentioned problems. 2. The Customer-Based Strategy - The Customer Clients are the base of any strategy according to Ohmae. Therefore, the primary goal supposed to be the interest of the customer and not those of the shareholders for example. In the long run, a company that is genuinely interested in its customers will be interesting for its investors and take care of their interests automatically. Segmentation is helping to understand the customer. The company mainly focuses on health issue of the people. Most of the people are suffering from these kind of problems, so the company wants to help those so that can continuously check on their health issues. - Segmenting by objectives Here, the differentiation is done in terms of the different ways different customers use the product. Take coffee, for example. Some people drink it to wakeup or keep alert, while others view coffee as a way to relax or socialize (coffee breaks). - Segmenting by customer coverage This type of strategic segmentation normally emerges from a trade-off study of marketing costs versus market coverage. There appears always to be a point of diminishing returns in the cost-versus-coverage relationship. The corporation's task, therefore, is to optimize its range of market coverage, be it geographical or channel, so that its cost of marketing will be advantageous relative to the competition

- Changes in customer mix:

Such a market segment change occurs where the forces at work are altering the distribution of the user-mix over time by influencing demography, distribution channels,customer size, etc. This kind of change calls for shifting the allocation of corporate resources and/or changing the absolute level of resources committed in the business, failing which severe losses in the market share can occur. 3. The Competitor-Based Strategy Competitor based strategies can be constructed by looking at possiblesourcesofdifferentiationing functions such as: purchasing, design, engineering, sales and servicing. The following aspects show ways in order to achieve this differentiation. This type of product is first time introduced in the market, so it has an edge over its competitor. They have an advantage of first initiative, and according to the plans if all the things goes well it will capture a huge market, especially in urban areas. - Power of image When product performance and mode of distribution are very difficult to distinguish, image may be the only source of positive differentiation. - Capitalizing on profit- and cost structure differences Firstly, the difference in source of profit might be exploited, from new products sales etc. Secondly, a difference in the ratio of fixed costs and variable costs might also be exploited strategically. A company with lower fixed cost ratio can lower prices in a sluggish market and hence gain market share.

Four Ps

The marketing mix and the 4 Ps of marketing are often used as synonyms for each other. In fact, they are not necessarily the same thing. "Marketing mix" is a general phrase used to describe the different kinds of choices organizations have to make in the whole process of bringing a product or service to market. The 4 Ps is one way probably the best-known way of defining the marketing mix, and was first expressed in 1960 by E J McCarthy. The 4Ps are: Product (or Service) Place Price Promotion

Product/Service
All the features except that of medical tests are alike the normal android phone. But the features like bp tracker , testing the blood etc. Can really pull of the market and can even beat the competitors. Apart from this this product have 1 year online support and warranty for any kind of damage.

Place
It includes places from where the buyers really can access the product easily. Hphone will be available at all the mobile stores, supermarkets and even major health centers.. Our product is bit different from the other phones and its a new technology, so the threat of new entrants stills persists.

Price
Mobile in todays world had great implication on health but in the other side it has major advantage that it can saves your valuable money in medical testing. Many kinds of discounts can be offered to the customers with different health schemes.the price would be around Rs 40000 to Rs45000. Promotion One of the biggest benefits of mobile commerce is the ability to leverage the always-connected state of a mobile device to send real-time promotions. This has been further extended to offer location-based promotions. If your business has a brick-and-mortar presence then you can push promotions to consumers when they are near or in your store. Advertisement on t.v., radio, banners, etc. And boardings in hospitals can play vital role in promotion strategy.

CONCLUSION AND HEALTH OUTCOMES

The hphone field operates on the premise that technology integration within the health sector has the great potential to promote a better health communication to achieve healthy lifestyles, improve decision-making by health professionals (and patients) and enhance healthcare quality by improving access to medical and health information and facilitating instantaneous communication in places where this was not previously possible. It follows that the increased use of technology can help reduce health care costs by improving efficiencies in the health care system and promoting prevention through behaviour change communication (BCC). The hphone field also houses the idea that there exists a powerful potential to advance clinical care and public health services by facilitating health professional practice and communication and reducing health disparities through the use of mobile technology. Efforts are on-going to explore how a broad range of technologies, and most recently hphone technologies, can improve such health outcomes as well as generate cost savings within the health systems of low- and middle-income countries. In some ways, the potential of hphone lies in its ability to offer opportunities for direct voice

communication (of particular value in areas of poor literacy rates and limited local language-enable phones) and information transfer capabilities that previous technologies did not have. Overall, mobile communication technologies are tools that can be leveraged to support existing workflows within the health sector and between the health sector and the general public. Within the phone space, projects operate with a variety of objectives, as stated by the UN Foundation and Vodafone Foundation's report on hphone for Development:

increased access to healthcare and health-related information (particularly for hard-to-reach populations)

improved ability to diagnose and track diseases timelier, more actionable public health information expanded access to on-going medical education and training for health workers.