ASSIGNMENT 2: NEW PRODUCT DEVELOPMENT FOR BUTTON CAM (BUTTON

CAMERA)

TECHNOLOGY ENTREPRENEURSHIP (ENT600)

COMPANY’S NAME : SWIFTSHIELD TECH

FACULTY : COLLEGE OF BUILT ENVIRONMENT

PROGRAMME : BUILDING SURVEYING (CFAP229)

GROUP : 5E

LECTURER’S NAME : DR. MEGAT MUZZAMIR MEGAT ABU BAZAR

NAMES MATRIC ID
1. NURUL IZZAH BINTI MOHD RIZDZUAN 2022855474
2. MUHAMMAD AIMAN BIN MUSA 2022864286
3. MUHAMMAD HAZWAN BIN AIZAM 2022626678
4. MUHAMMAD MUS’AB BIN NORHAN 2022800032
5. I’ZZAT FAHMI BIN YUZZEMAN 2022855434
6. AHMAD NAZREEN SHAH BIN AHMAD NAZIB 2022494538

DATE OF SUBMISSION: 14th DECEMBER 2023

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TABLE OF CONTENTS
ACKNOWLEDGEMENT .............................................................................................................................3
1.0 EXECUTIVE SUMMARY..................................................................................................................... 1
1.1 COMPANY’S PROFILE .....................................................................................................................2
1.1.1 VISION AND MISSION ..............................................................................................................2
1.1.2 OBJECTIVES ...............................................................................................................................3
1.1.3 ORGANIZATIONAL CHART .....................................................................................................3
2.0 INTRODUCTION ................................................................................................................................... 4
2.1 PROBLEM STATEMENT .................................................................................................................. 4
2.2 METHODOLOGY .............................................................................................................................. 5
2.2.1DATA COLLECTION ................................................................................................................... 5
2.3 LIMITATIONS OF STUDY ................................................................................................................6
2.3.1 ETHICAL CONCERNS ...............................................................................................................6
2.3.2 LACK OF TRANSPARENCY .....................................................................................................6
2.3.3 RAPID TECHNOLOGY DEVELOPMENT ................................................................................6
2.3.4 LIMITED OF TIME ..................................................................................................................... 6
3.0 NEW PRODUCT DEVELOPMENT ...................................................................................................... 7
3.1 INTRODUCTION OF THE PRODUCT .......................................................................................... 7
3.2 CLASSIFICATION OF NEW PRODUCT DEVELOPMENT ...........................................................8
3.3 CUSTOMER TREND CANVAS (CTC) ...........................................................................................10
3.3.1 ANALYZE ..................................................................................................................................10
3.3.2 APPLY ........................................................................................................................................ 13
3.4 NEW PRODUCT DEVELOPMENT PROCESS (NPD) .................................................................. 15
3.4.1 RESEARCH & DEVELOPMENT .............................................................................................15
3.4.2 PRODUCT DESIGN AND FEATURE ......................................................................................19
3.4.3 CONCEPT TESTING ................................................................................................................ 21
3.4.4BUILD PROTOTYPE .................................................................................................................28
3.4.5 TEST MARKETING ..................................................................................................................31
4.0 CONCLUSION ..................................................................................................................................... 32
5.0 REFERENCES ...................................................................................................................................... 33

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ACKNOWLEDGEMENT

To begin with, we tried our best to keep progressing this course work report although it is
not good enough to compare to the other student’s reports. My group members and I would like
to give a huge appreciation to my parents who gave me a non-stop advice to make us and always
remember, keen to study and finish the assignment, and very supportive in terms of money to
buy stationaries, food and so on.

Their helps and assistances always will be kept in the hearts and will never be erased.
Thirdly, my group members and I would like to deeply express our gratefulness to Dr. Megat
Muzzamir Megat Abu Bazar, our lecturer and advisor of this report, who continuously giving
students support in writing this information without coercion and help students and I to find
brilliant idea in completing this report. His help is unrequited and very beneficial for us. Hence,
we are very grateful to have his helps throughout the journey and this semester.

Afterwards, my group members and I want to thank our dear friends and course mates
that always have thoughts and listen to our words and giving us a good response when we are
appointing question and giving advice in completing the task. Alhamdulillah, we managed to
finish it even though it is a bit challenging.

At last, we are thankful for everyone who laid their hands on to provide us with ample
knowledge and support without any doubt if we are ever missed anyone that we could not thank
too personally.

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1.0 EXECUTIVE SUMMARY

To sum up, the report could be said explains overall the new development product for the
public use. As the safety in Malaysia found to be threatened these days, the needs on the creation
of Button Cam are needed where it could assist in aiding of safety aspect in many ways. As the
consequences of the safety aspects and issues occurring, our company suggested this Button
Camera for everyone to buy especially for Women and Kids. To explain more, SwiftShield Tech,
born from humble beginnings in May 2019, has risen to prominence with its revolutionary
Button Cam which is discreet and wearable camera disguised. This ingenious device embodies
the company's motto of "speed and agility," offering swift, responsive security solutions within
its compact frame. Its name, "SwiftShield," is a testament to its dual nature: "Swift" signifies its
rapid activation and responsiveness in critical situations, while "Shield" represents its
unwavering dedication to user safety and protection. The Button Cam's true brilliance lies in its
invisibility. Its size and shape mirror a typical button, ensuring discreet wearability and comfort.
No longer do bulky cameras betray your intentions which secured by a robust clip pin, the
Button Cam adapts to diverse fabrics and remains firmly in place during any activity. But
beneath its unassuming guise lies a powerhouse of features. High-definition video and audio
capture every detail, providing irrefutable evidence when needed. A long-lasting battery ensures
you will never catch short, while seamless connectivity to smartphones grants you live streaming
and instant access to captured footage. Voice command functionality puts control at your
fingertips, and integrated GPS tracking offers real-time location updates for added peace of mind.
SwiftShield Tech understands that safety comes in all forms. Whether you are an individual
seeking personal protection, a professional navigating unpredictable environment, or a remote
worker requiring home security, the Button Cam adapts to your needs. Its sleek and minimalist
design complements diverse styles, while various color options let you integrate it seamlessly
into your everyday wardrobe. This is not just a camera where it is a statement of empowerment,
a discreet guardian angel always ready to capture the moment. Lastly, SwiftShield Tech
continues to innovate in the wearable technology landscape, they prove that safety can be as
inconspicuous and powerful as a button as correlated with the concept testing and market survey
of the study. Thus, this study overall of the new product development has been performed and to
be explained more in detail in this study of this marketable product.

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1.1 COMPANY’S PROFILE

Initially, this company is named as SwiftShield Tech which established in 2019. It was a
humble business that has existed since May 2019 which provides basic technology features to be
manufactured in the industry. The name of the company has been chosen due to focusing on
speed and agility that holds the motto of the company until today. Basically, "Swift" implies
quickness and agility, suggesting that the technology or solution provided by your company is
fast and responsive. It may indicate rapid activation or response in critical situations, aligning
with the concept of personal safety. As for "Shield" it is a symbol of protection, safety, and
defense. It signifies a layer of security or safeguarding, indicating that the products or technology
offered by your company prioritize the user's safety and security. Hence, this business was
created to expect sustain long-term in developing the technology to satisfy humans live.

1.1.1 VISION AND MISSION

Chart 1.1: Vision and Mission of the SwiftShield Tech Company.

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1.1.2 OBJECTIVES
 Innovation: To maintain market leadership, never stop creating new innovative
technology.
 Quality: Ensuring that the manufacturing and functionality meet the highest standards of
one product.
 User-Friendly Design: Provide technologies that are simple to operate and integrate for
seamless operation.
 Security: Increase public and personal safety with covert, dependable, and high-
performing technology.

1.1.3 ORGANIZATIONAL CHART

Chart 1.2: Organizational Chart for SwiftShield Tech Company.

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2.0 INTRODUCTION
2.1 PROBLEM STATEMENT

The issue of crime and accidents in public and open areas nowadays is becoming more
and more prevalent. People are more inclined to go out sightseeing at night because most of them
work in the morning, and there is only nighttime for them to spend time sightseeing and eating
with family, jogging in the park and enjoying the fresh air. Stations and entertainment venues
that draw large crowds of people are frequently the scene of purse snatching incidents. (Kasuya,
T. & Tamagawa, H., 2012). Attending public events, crowded public transportation systems, or
bustling markets puts the people at risk of theft, harassment, and assault.

Conventional surveillance techniques are frequently inadequate, areas might not be able
to cover every angle, creating blind spots where snatching and other criminal activity can go
undetected. Law enforcement also may encounter difficulties quickly locating and apprehending
criminals. Numerous cameras in surveillance networks must work together in order to track an
object over a long distance and for a prolonged amount of time. (Dick, A. et. Al., 2003).
Therefore, it becomes difficult for the authorities to identify the traces and faces of criminals or
the event of accidents since surveillance cameras record a wide area and when zoomed the image
is not clearly visible.

When it comes to community safety in closed public areas, all the problems stated above,
shows that it is important for the public especially women and kids to have a mini device such as
button camera that can acts as surveillance to create evidence in case of crime or theft. People are
advised to have this button camera for security purposes that can record daily activities.
Therefore, this technology needs to be publicized to the public to create awareness among the
community about the importance of safety in closed areas because accidents are unpredictable.

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2.2 METHODOLOGY
2.2.1 DATA COLLECTION
i. Who?

Determine the intended audience and the parties engaged in the manufacture or usage of
button cameras. This covers producers, consumers, retailers, and government agencies. To learn
about their viewpoints, requirements, and button camera experiences.

ii. Where?

Identify the regions in which button cameras are typically sold or utilized. Examine the
moral and legal implications of their use in various locales. Think of places where these
technologies may be common, such public areas, private settings, and certain industries.

iii. When?

Analyse the development, evolution, and use of the button camera through time. Examine
patterns throughout time, considering shifts in consumer tastes, laws, and technology. Determine
any incidents or events that could have affected the use of button cameras or their modifications.

iv. How?

Examine the processes and technologies used in button camera production, distribution,
and use. Examine the ethical and legal ramifications of their use, taking into account possible
abuse and privacy issues. Examine how button camera accessibility and capabilities have been
affected by technological improvements.

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2.3 LIMITATIONS OF STUDY

2.3.1 ETHICAL CONCERNS

The use of button cameras frequently prompts ethical questions concerning invasions of
privacy that could question the respondents of the survey. Research scope and techniques may be
restricted in this field due to the intricate legal and ethical concerns that must be navigated. Then,
it can be difficult or impossible to obtain informed consent from those who may be
unintentionally filmed, which makes ethical research problematic.

2.3.2 LACK OF TRANSPARENCY

Accurate information for study is hard to come by since button camera manufacturers
sometimes do not disclose the features and restrictions of their equipment. This lack of
transparency can hinder the development of effective countermeasures and limit understanding
of the impact of spy cameras on society.

2.3.3 RAPID TECHNOLOGY DEVELOPMENT

The rapid advancement of button camera technology makes it challenging to maintain
research at the forefront. Researchers must constantly modify their techniques and strategy to
accommodate the constant introduction of new features and functions. This quick development
may result in out-of-date study findings and reduce the efficacy of suggested remedies.

2.3.4 LIMITED OF TIME

Time limitations in completing the study as it has to be involving amount of people to
satisfy this testing study in its effectiveness of the button cam together with the functions.

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3.0 NEW PRODUCT DEVELOPMENT
3.1 INTRODUCTION OF THE PRODUCT

Initially, the existence of this product would be introduced in detail for its specifications
and overview of the product. Generally, the product is named as button cam. It can be explained
that this product is known as button cam that is basically modified as a better hidden camera to
satisfy the user needs especially women and kids.

Firstly, presenting our state-of-the-art Button Hidden Camera, an incredibly powerful and
inconspicuous surveillance tool that can be worn discreetly and provides unmatched covert
recording capabilities. Using the most recent developments in miniaturization and high-
definition recording technology, this gadget provides unparalleled adaptability for discreetly
capturing life's moments, personal security, and investigative needs.

To continue, beneath its innocent exterior is a sophisticated camera system that can
record clear video and audio without attracting attention, giving the appearance of an everyday
clothing accessory. With our button cam, footage for personal security, professional
investigations, or casual recording can be easily and confidently recorded. This device is made
with accuracy and dependability in mind. It can be easily hidden without sacrificing video
quality or functionality by integrating seamlessly into different kinds of clothing.

In addition, this hidden camera records events in real-time and preserves critical moments
with remarkable clarity, ideal for everything from business meetings to personal safety scenarios.

Besides, filmmaking becomes hassle-free thanks to its intuitive operation and user-
friendly interface. All you must do is fasten the button camera to one attire, turn it on, and start
filming without anyone noticing. Its’ small size and wireless functionality also give you the
freedom to record without being connected to other devices, offering unmatched discretion and
convenience.

Hence, with the Button Hidden Camera, the power of discrete surveillance and redefine
the standards for secretive recording technology while maintaining dependability and peace of
mind in a variety of scenarios can be unleashed.

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3.2 CLASSIFICATION OF NEW PRODUCT DEVELOPMENT

As for this study, the button cam innovation can be classified in several ways where it
will be explained as below. Beforehand, classification of new development products can be
broken down into two different types which are incremental innovation and another one would
be radical innovation. These two types of classifications of new product development have
different stages to be followed to achieve the best use of the product. Firstly, it can be explained
in brief below regarding these two classifications of new product.

i. Incremental Innovation

Making incremental changes to current goods, procedures, or offerings is known as

incremental innovation. Usually, it entails modest, evolutionary adjustments that strengthen the
base that already exists. Frequently, the goal of these modifications is to improve upon already-
existing features, functions, or technologies. Based on the study, as if the button hidden camera
technology is applied incrementally, this could entail gradually enhancing or improving already-
existing features. For instance, it can be said as:

 Increasing the resolution of the camera to produce sharper images.

 Prolonging the life of the battery for longer recording times.
 Improving the software's user interface to make it easier to use and provide a better
experience.
 Enhancing the design without sacrificing functionality to allow for greater integration
with various types of apparel.

ii. Radical Innovation

A dramatic and fundamental shift or discovery that presents wholly original ideas, methods,
or technologies is referred to as radical innovation. It involves a break from the status quo and
has the power to upend markets or industries by establishing completely new paradigms. Radical
development refers to ground-breaking adjustments or wholly original ideas that have the

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potential to drastically transform the current market environment. Also, radical developments in
button camera technology might include:

 Introducing an entirely new form factor or design idea that transforms the way hidden
cameras are used or hidden.
 Using cutting-edge AI techniques to automate recording in response to predetermined
triggers or recognize objects in real time.
 Adding cutting-edge security features for improved data security and privacy, such as
encrypted storage or remote access control.
 Developing a hybrid gadget that combines wearable technology and button camera
features for a variety of multipurpose applications beyond simple monitoring.

To add more, the incremental approach concentrates on gradually enhancing and improving
an already-existing product, honing its features, and responding to user input over time. Radical
development, on the other hand, entails bringing disruptive innovations that, by providing
completely new functionalities or approaches, may open new markets or drastically alter the
dynamics of already-existing markets.

Therefore, businesses may use both incremental and radical strategies in the context of button
hidden camera technology to serve different kinds of groups or to maintain their competitiveness
in the ever-changing market environment. While radical innovations create new opportunities
and possibilities for the application and user experience of technology, incremental
improvements guarantee the improvement of already-existing products.

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3.3 CUSTOMER TREND CANVAS (CTC)

Figure 1.1: Customer Trend Canvas.

3.3.1 ANALYZE
I. Trend

Our product is based on the existing dash cam used specifically for cars.

II. Inspiration

The existing dashcam gives inspiration to produce a product made for personal safety to protect
from any incident and to make the recorded video as evidence. It has also inspired us to enhance
the existing technology and apply it to the person used.

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III. BASIC NEEDS

 Safety and Security: The primary need our Button Cam caters to is enhancing personal
safety. It offers a means for individuals to capture evidence, record incidents, or
document their surroundings for security purposes. This includes scenarios like potential
harassment, accidents, altercations, or any unforeseen events where having video
evidence might be crucial.

 Reliability and Evidence: People need a reliable means to capture evidence in various
situations. The Button Cam provides a tool to record video and audio, creating a
documented record that can serve as evidence if needed.

 Convenience and Accessibility: There is a need for a device that's easy to use and readily
accessible. Your Button Cam addresses this by being wearable and user-friendly. It should
offer simple controls and easy access to recorded content or live streaming features,
ensuring users can activate it swiftly in case of emergencies.

 Longevity and Battery Life: Users need a device that can function for extended periods.
Ensuring a longer battery life for your Button Cam is essential to meet this need, allowing
users to rely on it for extended periods without frequent recharging.

IV. DRIVERS OF CHANGE

Long Term

 Technological Advancements: Continuous advancements in technology, including

improvements in miniaturization, camera quality, battery life, and connectivity options,
can shape the future of personal safety devices like the Button Cam. Future developments
might include enhancements in video resolution, longer-lasting batteries, or integration
with AI for more sophisticated features.

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  Shift in Security Concerns: Evolving security concerns globally can influence the
demand for personal safety devices. Changes in crime rates, social unrest, or heightened
awareness of personal safety might drive long-term interest in products that offer discreet
monitoring and evidence collection.

 Privacy and Regulatory Changes: Changes in privacy regulations or societal views on

surveillance could impact the acceptance and usage of wearable recording devices.
Adapting to evolving privacy standards while providing transparency on data usage and
storage will be essential.

Short Term

 Current Events and Incidents: Short-term spikes in demand might be influenced by

specific events or incidents that heighten concerns about personal safety. High-profile
incidents or movements focusing on safety might drive immediate interest and demand
for products like the Button Cam.

 Market Competition and Innovation: Rapid innovation or the emergence of

competitive products in the short term could influence consumer preferences. New
features, pricing strategies, or marketing campaigns from competitors might drive shifts
in consumer demand.

 Cultural or Social Shifts: Short-term changes in societal attitudes or trends towards

personal safety, perhaps influenced by media coverage or social movements, can impact
the demand for devices offering security and evidence collection.

V. EMERGING EXPECTATION

 Quality of Footage: High-resolution videos are provided (at least 1080p, preferably 4K)
with good stabilization are essential. Users expect clear, sharp footage even in varying
conditions.

 Compact and Lightweight Design: The camera should be unobtrusive and comfortable
to wear for extended periods.

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  Durability and Weather Resistance: Rust-resistant and Water-resistant is designed to
withstand harsh conditions especially for outdoor use or sports.

 Seamless Integration with Smart Devices: Expectations are rising for personal safety
devices to seamlessly integrate with smartphones and other smart devices. This includes
features like easy connectivity, instant access to live feeds or recorded content through
apps, and compatibility with voice assistants for hands-free operation.

 User-Friendly Interface: Intuitive controls and a user-friendly interface are essential for
easy operation, especially when the user is engaged in an activity.

 Enhanced Privacy and Data Security: As awareness about data privacy grows, there is
a rising expectation for personal safety devices to prioritize robust data security measures.
Users expect encrypted storage, secure transfer of data, and clear policies on data usage
to ensure their privacy is protected.

 Longer Battery Life and Durability: Consumers increasingly expect longer battery life
and durable construction from wearable devices. The expectation is for these devices to
last through extended periods of use without frequent recharging and to withstand various
environmental conditions.

3.3.2 APPLY
I. Our Innovation:

 The innovation that our company wants to produce is useful technology called Button
Cam which is specifically for a person used.

II. Innovation Type:

 Technological Innovation: This innovation type involves leveraging advancements in

technology to create or enhance products/services. For the Button Cam, technological
innovation might mean improving camera resolution, enhancing battery life, or
integrating new features like live streaming or AI-based threat detection to better meet
evolving customer expectations.

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  User Experience Innovation: This type focuses on improving the overall user
experience of a product or service. For the Button Cam, user experience innovation could
involve designing a more intuitive interface, ensuring comfortable and practical
wearability, or creating a seamless mobile app for easy access and control.

 Service Innovation: Service innovation revolves around enhancing or introducing new

services related to the product. For example, offering extended warranties, introducing
subscription-based cloud storage for recorded footage, or providing personalized
customer support for users of the Button Cam.

 Business Model Innovation: This type involves rethinking or adapting the business
model. For instance, introducing new pricing structures, partnering with security firms for
bundled services, or exploring different distribution channels for the Button Cam.

III. Target Market:

Our target is open to everyone but more focused to children and woman.

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3.4 NEW PRODUCT DEVELOPMENT PROCESS (NPD)
3.4.1 RESEARCH & DEVELOPMENT

Research & Development (R&D) stands as the cornerstone of new product development,
driving innovation and propelling businesses forward. It's the fertile ground where ideas are
nurtured, meticulously examined, and ultimately transformed into viable products that address
market needs and capture consumer interest. R&D encompasses a spectrum of activities, from
market research and competitor analysis to technology exploration and prototyping.

Imagine R&D as a meticulous detective, meticulously gathering information and

analysing every detail. Through market research, it delves into the minds of consumers,
uncovering their desires, frustrations, and unmet needs. It then scrutinizes the competitive
landscape, dissecting existing offerings and identifying gaps that pave the way for differentiation.
Simultaneously, R&D delves into the world of technology, exploring emerging options and
assessing their potential to bring the envisioned product to life. This detective work culminates in
the creation of prototypes, tangible representations of the concept that allow for rigorous testing
and refinement before the final product sees the light of day.

Through this systematic approach, the R&D for the Button Camera ensures that new
product development is not a blind leap of faith, but rather a calculated journey towards success.
By rigorously evaluating ideas, identifying potential pitfalls, and optimizing product features,
R&D minimizes risks and maximizes the chances of launching products that resonate with the
market and generate substantial returns. In essence, it acts as the invisible force that propels
businesses forward, fuelling their growth and ensuring their continued relevance in a rapidly
evolving world.

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The stage for R&D is given into three (3) phases as below:

3.4.1.1 Idea Generation

This is the process where ideas are generated to create new product development.
Button cam, a gateway to untold opportunities the concept of a button cam, a small, covert
camera disguised as an ordinary button, presents a fascinating landscape of possibilities for
entrepreneurs and innovators. Its potential extends far beyond a simple recording device, offering
a powerful tool for enhancing personal safety, capturing valuable evidence, and even creating
new forms of immersive media.

Empowering vulnerable groups for children and women, who often face heightened
safety concerns, the button cam can be a transformative tool. Imagine a smaller, lighter version
designed specifically for children, featuring a playful aesthetic and a comfortable fit. Such a
device, equipped with a built-in panic button and GPS tracking, could offer parents peace of
mind, and empower children with a layer of protection. Similarly, a discreet button cam designed
for women, perhaps incorporating a hidden camera within a stylish accessory, could provide a
sense of security and enable them to capture evidence of potential threats.

Beyond evidence, towards enhanced documentation. The button cam's ability to

capture high-quality footage transcends the realm of personal safety. Consider a button cam
boasting a high-resolution camera, capable of recording crystal-clear 4K or even 8K video. Such
a device would be invaluable in legal proceedings, allowing for the capture of critical details that
can make or break a case. Additionally, imagine the benefits for journalists documenting
sensitive events or for professionals recording crucial procedures in challenging lighting
conditions. A button cam with superior low-light performance and image stabilization could
revolutionize how we capture and document the world around us.

Redefining business models, making button cams accessible to all. The traditional
purchase model for button cams may not be the only option. Imagine a subscription service
offering access to a high-quality button cam for a monthly or annual fee. This would make the
technology more affordable for individuals who may not be able to afford a full upfront purchase.

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 Additionally, a button cam advertising platform could be developed, allowing businesses
to place targeted ads on button cam footage. This innovative approach would generate revenue
for button cam companies while providing businesses with a novel way to reach their target
audience. Such a platform could also benefit content creators, allowing them to monetize their
button cam footage and share their stories with a wider audience.

The possibilities for button cam innovation extend far beyond these initial ideas. By
delving into specific user needs, exploring diverse functionalities, and embracing innovative
business models, the button cam has the potential to become a ubiquitous tool for personal safety,
professional documentation, and even immersive media experiences. As technology continues to
evolve, we can expect to see even more exciting applications for this innovative technology,
opening doors to new possibilities and shaping the way we interact with the world around us.

3.4.1.2 Idea Screening

The button cam, a discreet camera cleverly disguised as an ordinary button, presents a
fascinating and potentially lucrative business opportunity. Its inconspicuous design and diverse
applications, spanning personal security, professional documentation, and even immersive media
creation, make it an intriguing proposition for entrepreneurs and innovators alike. However,
before diving headfirst into this venture, a thorough screening process is crucial to assess the
viability of the idea and navigate the potential challenges that lie ahead.

By delving deeper into the competitive landscape and analyzing similar products like
body cameras, spy glasses, and dashcams, can gain valuable insights into their strengths and
weaknesses, identifying opportunities for differentiation and developing a button cam that stands
out in the market. Additionally, a systematic screening process that involves identifying your
target market, conducting a competitive analysis, assessing the feasibility, estimating the demand,
and thoroughly evaluating the potential risks associated with the business will provide you with
the necessary knowledge and clarity to make informed decisions about the button cam's potential
and the future direction of your venture.

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Advantages:

i. Uniqueness and Versatility.

ii. Large Target Market.

iii. High Profit Potential.

Disadvantages:

I. Established Competitions.

II. Privacy Concerns.

III. High Development Costs.

In conclusion, while the button cam presents a promising business opportunity, a thorough
understanding of the market, careful consideration of the challenges involved, and a well-defined
strategy are crucial for success. By leveraging its unique features, addressing potential concerns,
and navigating the competitive landscape effectively, you can turn the button cam's innovative
potential into a thriving business reality.

3.4.1.3 Market Survey

This is the final phase of Research and Development (R&D), where surveys are
conducted to determine possible client purchases. The survey results will be analyzed to assess
whether the product has the potential to sell. Market research includes the target audience.
Understanding their product features and needs. The data acquired during concept testing is used
to analyses market research where the functionality of the button camera could be tested to be
used fully without any failure for users.

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3.4.2 PRODUCT DESIGN AND FEATURE

Figure 1.2: Button Cam with a Dimension.

The product dimensions aim for a compact size, roughly the size of a typical shirt button
or slightly larger, to ensure discreet and comfortable wearability. It is to keep the button cam
thickness thin enough to attach seamlessly to clothing without causing discomfort to the user and
aim for lightweight construction to prevent hindrance when worn.

The shape of the button cam is round resembling a button to blend in with clothing. We
will develop a secure clip pin for versatility in securing the camera to different types of fabric
and assist in fastening the camera to clothing. The clip pin is robust and provides a strong grip on
the fabric without causing damage and securely holds the button cam in place during various
activities, including running or jumping. This product comes along with rust and water resistance
and can withstand everyday wear and tear.

We are focused on emphasizing a sleek and minimalistic design to ensure it looks

inconspicuous when worn. This button cam also has various color choices that can blend with
different clothing styles such as black, white, or neutral tones.

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 This button cam came with some features include provides a high-quality recording video,
which provides clear, high-definition video and audio recording capabilities for evidential
purposes. The second feature we installed in this button cam is a long-lasting battery is provided
to support extended recording periods. This product also has a feature that enables seamless
connectivity with smartphones or other devices for live streaming or data transfer. In addition,
we also implement voice command functionality as one of the features for easy operation and
control of the camera. Lastly, we also provide GPS tracking as one of the features of our product
to allow live location tracking for added safety to the user.

In addition, button cam also come with a larger internal storage capacity 256gb which
assist in longer recordings without the need for frequent data transfer and has an automatic
backup functionality to ensure that recordings are periodically backed up either to a paired
device and the storage itself. Lastly, we also provide gps tracking as one of the features to our
product to allow live location tracking for added safety to the user.

The RM400 price tag for the Button Cam strikes a balance, making advanced safety tech
accessible. This cost offers live recording, GPS tracking, and voice guidance, simplifying safety.
Positioned competitively, it ensures quality without burdening buyers, aiming to democratize
reliable safety solutions.

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3.4.3 CONCEPT TESTING
Concept testing is a market research technique employed to assess the feasibility and
reception of a novel product or concept prior to its complete development or launch. The
objective is to collect feedback from prospective users or customers in order to evaluate their
responses, preferences, and views towards the concept. This approach facilitates organisations
and product developers in making well-informed choices and enhancements at an early stage of
the development cycle, which has the potential to save time and resources. Regarding our
products, we chose a quantitative approach by delivering surveys to our target market. The
questionnaire will conclude on the demography of the respondents, problem or suggestion or
opinion for improve the product to more functional for the users. After then, the surveys were
given to people. A detailed explanation of the questionnaire's results will be provided.

Figure 1.3: Shows the Gender Percentage.

From the graphic provided, it is evident that the responders are almost evenly distributed
between males and females. This number signifies the ratio of the entire population that
participated in the survey, with an equal distribution of 50% male and 50% female respondents.

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 Figure 1.4: Shows the Age Percentage.

The information shown shows how the ages of people in a community or sample are
spread out. 65% of the population is made up of people aged 22 to 25. This shows that there is a
clear grouping of people between the ages of 18 and 20. The group of people aged 18 to 21
makes up 20% of the total, which is a relatively small but still important number of younger
people. Ten percent of the total are between the ages of 26 and 29, which shows that a smaller
percentage of people are in their late 20s. The 5% includes people who are at least 30 years old,
showing that there are fewer people in the older age groups. More generally, this study tells us a
lot about demographic make-up. It shows that there are a lot of people in their early to mid-20s,
but it also shows that there are people younger and older in the community or sample.

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 Figure 1.5: Shows the Occupation of the Respondents.

The pie chart you provided illustrates the proportion of students who are currently
working and those who are jobless. The orange slice shows the proportion of individuals who are
employed (20.00%), whereas the blue slice reflects the proportion of individuals who are now
students (80.00%).

Figure 1.6: Shows the Awareness on Button Camera Percentage.

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 The pie graphic you supplied illustrates how much people know about button cameras.
The proportion of individuals who are aware of button cameras (60.00%) is shown by the orange
slice, while the percentage of people who are not aware of button cameras (40.00%) is
represented by the blue slice. According to this graphic, most poll respondents were aware of
button cameras. This may be because button cameras have grown in popularity recently or
because individuals are increasingly conscious of the privacy risks associated with button
cameras.

Figure 1.7: Shows the Purposes of Button Camera Percentage.

The use of button cameras for people is depicted in the pie chart that you submitted.
Typically, button cameras are employed in investigative journalism, personal security, and
surveillance. According to the chart, 88.20 percent of people use button cameras for personal
security. Investigative journalism (29.40%) and surveillance (41.20%) come next.

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 Figure 1.8: Shows the Experience Using the Product Percentage.

According to the pie chart you submitted, 75% of respondents have never used a button
camera, while just 25% of respondents had personal experience. This research shows that button
cameras have less recognition and are becoming more common after testing the product.

Figure 1.9: Shows the Improvement Features Percentage.

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 The graphic offers insightful information about respondents' priorities and preferences for
important button camera features. Interestingly, 80% of participants rank high-quality resolution
as important, suggesting that there is a significant need for detailed and crisp imagery. The
emphasis on visual clarity implies that customers value being able to precisely record and
capture footage. Furthermore, 65% of respondents say they would like a feature that lasts a long
time, highlighting how important longevity and dependability are to most people. The desire for
more features is consistent with the notion that a button camera ought to provide long-lasting
functionality. Furthermore, 55% of respondents stress the value of small size and the necessity of
discrete and portable designs. But the 5% interest in a 360-degree recording feature points to a
niche market, indicating that while some customers might find this feature desirable, most do not
consider it to be a top priority. To meet consumer expectations in the button camera market,
manufacturers and developers can benefit greatly from the guidance provided by these nuanced
preferences as illustrated in the chart.

Figure 1.10: Shows the Purchase in the Future Percentage.

The graph presents a convincing analysis of the button camera market's potential and
shows a strong degree of consumer interest. Notably, 55% of respondents say they will
absolutely buy a button camera in the future, indicating a sizable and enthusiastic market

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segment. This majority shows that there is a strong desire among the surveyed population to
adopt this technology, indicating its perceived value and desirability. Moreover, a sizable portion
of potential customers who are receptive to the idea but might need more information or
persuasion are indicated by the 45% who indicate a tentative interest by saying they "maybe
want to buy". This nuanced analysis of the responses highlights the need to cater to both the
assured consumer base and those who might be persuaded by targeted information or marketing
strategies, providing businesses and marketers with insightful information.

Figure 1.11: Shows the Agrees to Create this Product Percentage.

This chart provides a broad overview of opinions on the development of a button camera.
Remarkably, 45% of the participants indicate a strong agreement with the notion, demonstrating
a strong and enthusiastic support for the concept. This noteworthy percentage highlights the
potential viability of a button camera by indicating that a sizable portion of the surveyed
population is firmly in favour of developing one. Furthermore, a sizable majority in support of
creation is formed by the 35% who merely agree, underscoring the positive sentiment. The 20%
neutrality, however, suggests that some respondents are still unsure or uninterested. This group
may offer a chance for additional interaction, necessitating a more thorough investigation of their
worries or concerns in order to persuade them to adopt a more optimistic position. The graphic
presents a generally optimistic picture of the development of a button camera, with subtle
differences in viewpoint that may inform development process choices.

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3.4.4 BUILD PROTOTYPE

Figure 1.12: 3D Sketch of the Product.

The button camera, our newest product creation, is depicted in the above figure. Our
Button Camera is made up of two parts that join together to form a brand-new item with the
name Button Camera. These parts are the button camera combined with other features and a
sensor-equipped clip. A button camera is designed to keep you safe from harm and to record
video for use as proof.

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 SD card
Sensor
Bluetooth

Pin Clip

Battery
GPS

Figure 1.13: 3D Sketch of the Product.

The specifics of the button camera part that attach to the camera's rear are displayed in
this figure. Our products offer features that have a significant influence on users. It includes a
large capacity battery, GPS to determine its present location, and Bluetooth functionality to
connect to a phone and see content immediately. This camera also includes an SD card slot for
storing recorded video. Hence, it shows the overall functions and specifications of the button
camera in 3D form as portrayed above.

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 Microphone

Len
Type-C
port s

Figure 1.14: 3D Sketch of the Product.

This figure also shows components of the button camera. The components are microfon,
type-C ports for charging and the important component is the camera. This material of button
camera is mostly by the hard plastic. This figure is the final look of our product, Button Camera
where the button camera will be attached to the pocket or button area. The data for the camera
can access live and can be got from internal SD Card and Bluetooth. Thus, the overall
explanation above explains information of the product that has been innovated to public use.

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3.4.5 TEST MARKETING

Initially, the hidden camera, called button camera is an inconspicuous device designed to
capture video and audio without being noticed. This item often disguised as everyday objects like
clocks, pens, USB, drives, key fobs or clothing accessories. The most sigificant feature of a
button camera is its ability to remain undetected. This can be achieved through small size and
hidden lenses.

Hence, this review aims to explore the variuos aplications and implications of the button
Camera. During the marketing process, we promote the Button Camera on our social media such
as Tiktok, Instagram and Facebook. Not only on social media, but we also use delivery services
to customers. This is because we can also ask for their opinion on their satisfaction in buying
products made by us. This is also that we can find out the weaknesses of the products made and
improve the advantages so that these products will remain durable and very useful for users out
there.

Besides that, those participants were surveyed and interviewed to get their opinions on
the product. The button camera's performance satisfied the participants' expectations, and they
highlighted that it might meet their needs. The same goes on social media, we collected surveys
and interviews from the users feedback and improve our product. The overwhelming majority of
respondents found the Button Camera product to be very satisfactory in meeting their demands
as the users.

Once the positive feedback received from the user can lead to the effectiveness for the
button camera. The user’s encouraging comments proved how useful the button camera and the
application were. Participants were amazed by its unique characteristics, which confirms its
possibilities. This readiness to promote the product shows a great deal of excitement and
optimism about its future success. With every aspect looked at, the test marketing effort
produced helpful data on the button camera’s response and potential for commercial success.

Hence, the product can be said as marketable and has the potential to improve the lives of
people which especially children and women, as seen by the enthusiastic participation and good
feedback from the public.

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4.0 CONCLUSION

To conclude, the study of developing the Button Cam involved several critical stages,
primarily focusing on new product development (NPD) and its phases. It commenced with
extensive research and development (R&D), deeply analyzing safety needs, technological
advancements, and market trends. This phase provided a crucial foundation for subsequent stages.
Moving forward, the emphasis shifted to product design and feature integration, aligning the
Button Cam with emerging safety trends and consumer preferences. The incorporation of live
recording, GPS tracking, and voice guidance responded directly to evolving market demands for
intuitive safety solutions.

Besides, concept testing played a pivotal role in validating the product's design and
features. Feedback from potential users guided necessary refinements, ensuring the Button Cam
resonated with market expectations. The build prototype stage materialized the envisioned design,
allowing for real-world testing and refinement, guaranteeing the product met stringent quality
benchmarks. Lastly, test marketing provided invaluable insights into market acceptance and
consumer response, enabling final adjustments before the product's commercial launch.

Overall, this study provided a deep understanding of how to create a safety device that
meets user needs. It underscored the importance of aligning product features with market trends
and emphasized rigorous testing for a successful product launch. The comprehensive knowledge
gained through these stages equips stakeholders with insights crucial for developing and
introducing a market-ready product like the Button Cam. Hence, this study on the new product
development overall had been conducted and completed to fulfil the requirements of the study.

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5.0 REFERENCES

1. Association of Certified Fraud Examiners (ACFE). (2022). 2022 Report to the Nations on
Occupational Fraud and Abuse.

2. Burton, A. C., Neilson, E., Moreira, D., Ladle, A., Steenweg, R., Fisher, J. T., … &
Boutin, S. (2020). Wildlife camera trapping: A review and recommendations for linking
surveys to ecological processes. Journal of Applied Ecology, 57(3), 685-705.

3. Stone, S. (2023, November 16). Idea and innovation management software | IdeaScale.
IdeaScale. https://ideascale.com/

4. Sehgal, R. (2021) '5 simple steps for generating great ideas,' Forbes, 26 October.
https://www.forbes.com/sites/forbesagencycouncil/2021/10/26/5-simple-steps-for-
generating-great-ideas/.

5. JfootbatTV, (2022, November 5). Can we succeed in reversing the mood at home against
a strong team? EP.4, https://www.youtube.com/watch?v=U2M4of7l1L0

6. cctvcamera.com.sg (2019) How does hidden camera work?

https://cctvcamera.com.sg/hidden-camera-
work/#:~:text=In%20any%20case%2C%20a%20hidden,small%20grid%20of%20light%
20detectors.

7. Cooper, R.G. (1987) 'New products: What separates winners from losers?,' Journal of
Product Innovation Management, 4(3), pp. 169–184. https://doi.org/10.1016/0737-
6782(87)90002-6.

8. Kasuya, T., & Tamagawa, H. (2012). A study on the relations between criminal behaviors
in purse-snatching and urban spaces. International Journal of Urban Sciences, 16(3), 279-
300.

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9. Dick, A. R., & Brooks, M. J. (2003, December). Issues in automated visual surveillance.
In International conference on digital image computing: techniques and applications.

10. López, M. and Piñero, M.S. (2013) 'How WOM marketing contributes to new product
adoption,' European Journal of Marketing, 47(7), pp. 1089–1114.
https://doi.org/10.1108/03090561311324228.

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6.0 APPENDICES

Figure: Shows the Poster of Advertisement for the Button Camera.

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