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Tecc Protecc

Tecc Protecc is a company which provides customers a simple and easy way for them to

charge their extremely expensive electronic devices safely in public areas such as airports and

train stations. Through advanced locking systems and wireless charging to accommodate the

newest devices, Tecc Protecc allows customers peace of mind as they wait for their

transportation why also accomplishing other tasks around their location through our secure

locker system.

Target Market

Though the eventual goal of Tecc Protecc is to reach all people within airports and train

stations who own technology, we cannot sell directly to them due to the nature of our product.

Our product will be sold to facilities, airports and train stations, for the general populace to use.

After the initial cost of buying the Tecc Protecc, the facilities will pay a percentage of the

revenue earned through our product back to our company. When a customer places their

device(s) in the Tecc Protecc locker, the are not initially charged for the service. The monetary

exchange occurs when they attempt to retrieve their device(s) from the locker. The amount

charged will depend on the time elapsed since the device was initially in the locker. If they

cannot pay, the locker remains sealed until payment is made. During this time, price will

continue to increase. In regards to pricing, the proposed price is 5 cents per minute, which

equates to $3 per hour.

​Market Segmentation Strategy

For the purposes of this product, there are two major groups and two subgroups within

this. The major audiences are people who travel via air travel or train. Within these two groups,
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the market can be divided into “commuters” and “tourists”. “Commuters” refers to people who

travel using these forms of transportation frequently and are more likely to bring external power

devices with them for their journey. “Tourists” are people who rarely use these forms of

transportation and are less prepared for the arduous journey ahead of them.

Image 1.1

Airports and train stations appeal to very different

forms of travelers, with airports being generally

more expensive and carrying more risk for stolen

devices than train stations. A potential for Tecc

Protecc is to charge customers more in airports

due to the overall increased amount of cash flow

which goes through them annually. In 2012 in

North American airports alone, the median value

spent per passenger was $5.15 on food and $3.31

for retail items​2​, as shown in Image 1.1. An important fact to consider is that not every passenger

will spend money in an airport, but this also indicates that others will spend significantly more

than the median. Additionally, the average airline for domestic flights within the United States is

$509.15​9​, which is significantly greater than the average Amtrak train ticket which costs $62​3​,

which shows that people utilizing air travel can afford such luxuries as the Tecc Protecc. Air

travelers seem to have more disposable income than those who use train services, and it would

be best for Tecc Protecc to market towards the airports due to the extra disposable income and

the amount of people which pass through them. The largest airport in America is
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Hartsfield-Jackson in Atlanta, Georgia. In 2012 alone, roughly 96 ​million​ people.​4​ Using the

median price spent per passenger on retail items,$3.31, the amount spent in this airport can be

calculated. Assuming the median price is correct, this indicates that passengers spent

$317,760,000 on retail items in 2012 alone. This number is not even considering the amount

which passengers spend on food, but that will be ignored for the sake of Tecc Protecc’s business.

Other airports in the world have other constant streams of people very similar to this, and this is

the ideal market for Tecc Protecc.

By marketing the Tecc Protecc directly to airports and the air travelers, the audience

which will be reached is one which can afford the service and can benefit from it.

Marketing Strategy

If the Tecc Protecc is available only in airports and train stations, the marketing should

only be done in these areas. The primary marketing would be done in these facilities through

advertisements on television screens and banners placed in strategic locations which will be

chosen based on the amount of foot traffic in these areas. The messages will need to be clear and

concise, focusing on the phone charging service and the security it provides. The banners should

be extremely noticeable and direct the people to the location of the nearest Tecc Protecc terminal

in which they can charge their phone. These terminals will feature a variety of chargers for the

customer to use such as the Apple Lightning Charger, Samsung Adaptive Charging, and USB C

Charger. Future plans intend for the terminals to have wireless charging capabilities to adapt to

the new form of charging which may become the standard. Implementing this form of charging

now is imperative in order to keep Tecc Protecc a competitive company in an ever changing

market.
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Psychographics

When creating Tecc Protecc, the mindset of the general populace was greatly considered.

For many people, owning a smartphone has become a necessity. Astonishingly, 77% of U.S.

citizens owned a smartphone as of 2016.​8​ Using the example of Hartsfield-Jackson Airport again,

it can be estimated that 74 million of the passengers traveling through the airport annually have a

smartphone. They are using these phones for emails, texting, calls, and even social media.

Phones have become an integral part of everyday life, and the risk of losing a phone is something

which many people do not want to take. The newest model of the iPhone and Samsung Galaxy

Note cost record amounts for a smartphone, $999 and $950 respectively.​6, 8​With these steep

prices, electronic devices have become a luxury which requires a large personal investment and

losing a phone or it being stolen can be a severe inconvenience for people who are traveling. An

unfortunate consequence for the production of these premium devices is that they are extremely

desirable, making them a prime target for thieves.

Image 1.2​5

Devices are rarely stolen directly from a person, the most common form of theft occurs

when a device is left in a public setting. Roughly 44% of smartphones are stolen in this manner

and are taken by opportunistic thieves.​5​ Airports create the ideal situation for this kind of crime
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to occur, with extremely large public spaces and numerous ways for the thief to get away. A

service such as the Tecc Protecc could drastically reduce the amount of device thefts which

occur in airports while also providing peace of mind to consumers knowing that their phone is

safe while charging.

Image 1.2 shows the top three ways in which smartphones are stolen.​8​ Losing a

smartphone through pickpocketing is very unlikely when compared to the rate at which they are

lost in public places, and Tecc Protecc addresses this issue. Focusing our market towards

pickpocketing wouldn’t be very effective considering how unlikely it is to happen.

Image 1.3​1

With the increasing amount of

smartphones being sold per year, the

amount of phones which are stolen also

inevitably increases. The amount of

iPhones sold per year has been

increasing almost every year since its

inception, with 216.76 million iPhones

being sold in 2017.​1​ This number does not take into account the amount of smartphones being

sold, such as Samsung phones. This means that an increasing amount of people are buying

smartphones which shows an increasing amount of potential customers for Tecc Protecc.

Behavioral

A normal aspect of human nature is to be wary of things which are new, whether it be a

person who moves in next door or a new product being introduced. Tecc Protecc will need to be
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greatly publicized in order to inform consumers of the benefits which it provides. An example of

this would be presenting a hypothetical situation in which the consumer spends $3 to charge their

phone in Tecc Protecc and one where they do not use the Tecc Protecc service and their phone is

stolen, leaving them to pay about $1000 to replace it. Tecc Protecc is a system which eases the

worries of customers. The airports which Tecc Protecc is sold to may also benefit greatly from

the service, as they will stand to gain profit from the product.

Market Conclusion

Through careful analysis of data and human behavior, it would be best for the Tecc

Protecc to be distributed to large airports in the United States. These travelers have disposable

income and statistics explained above show the necessity of theft protection. Tecc Protecc’s

service provides customers with the necessary protection of their investments which they are

unaware they need. The marketing strategy for Tecc Protecc will focus on raising awareness of

cellphone thefts and presenting our service as solution to this problem.

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Citations

1. “Apple IPhone Sales by Year 2007-2017.” Statista, Statista, 2017,

www.statista.com/statistics/276306/global-apple-iphone-sales-since-fiscal-year-2007/.

2. Baskas, Harriet, and Special to CNBC. “Beer in Baggage Claim Tops off Airport

Revenues.”​CNBC​, CNBC, 15 Nov. 2013,

www.cnbc.com/2013/11/15/passengers-spending-more-at-airports-as-unique-options-rise

.html​.

3. Bellstrom, Kristen, and Jen Wieczner. “10 Things Amtrak Won't Tell You.”

MarketWatch​, 9 Oct. 2011,

www.marketwatch.com/story/10-things-amtrak-wont-tell-you-1318016239527​.

4. Ewalt, David M. “America's Most Crowded Airports.” Forbes, Forbes Magazine, 7 May

2013,

www.forbes.com/sites/davidewalt/2013/05/07/americas-most-crowded-airports/#55dd51e

254f2​.

5. Eadicicco, Lisa. “People Are Willing To Go To Extreme Lengths To Retrieve Their

Stolen Smartphones.” ​Business Insider​, Business Insider, 7 May 2014,

www.businessinsider.com/smartphone-theft-statistics-2014-5​.

6. “IPhone X.” ​Apple​, ​www.apple.com/shop/buy-iphone/iphone-x#00​.

7. “Mobile Fact Sheet.” ​Pew Research Center: Internet, Science & Tech​, Pew Research

Center, 12 Jan. 2017, ​www.pewinternet.org/fact-sheet/mobile/​.

8. “Samsung Galaxy Note 8.” ​Samsung Electronics America​, Samsung,

www.samsung.com/us/galaxy/note8/buy/​.
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9. Tuttle, Brad. “Cheap Flights: 5 Tips to Save on Airfare | Money.” ​Time​, Time, 14ADAD,

time.com/money/3082797/how-to-save-cheap-flights-tips/.