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DVA 2016: XinKaishi Fetal Listening System

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Description
Team:

BCG Digital Ventures

 

BCG Digital Ventures (BCGDV) is a corporate innovation, incubation, and investment arm of The Boston Consulting Group, a global management group based in the US. They invent, build, scale, and invest in businesses with the world’s most influential companies and are home to a diverse range of entrepreneurs, operators, engineers, and investors.

Their client, a major global insurance provider wanted to expand their presence in China. It is the fastest growing insurance market, and the client holds less than 1% market share there. They engaged BCGDV to uncover market friction and unmet needs. The team interviewed over 500 people, and learned that prenatal care is a significant priority for Chinese families. While the one-child policy has eased, access to health specialists and information during pregnancy hasn’t improved, leading to parental concerns about their baby's fetal health and development.
BCGDV developed XinKaishi, a fetal listening device & ecosystem for in-home use. It detects and visualizes the frequency of the baby's heart beat that mothers can record, save, and share. The complete XinKaishi experience ecosystem also includes an app with nutrition recommendations, journaling capabilities, a kick tracker, a listening device, and connection to an online community of other expecting parents.

The initial pilot launch is currently taking place in Shanghai with global distribution expected in the second half of 2016. XinKaishi’s business model has multiple avenues to generate revenue:

 

  • Devices
  • Content sponsorship on the app
  • Fees to link consumers to premium products and services in app

The XinKaishi project harnesses design and innovation to deepen the emotional bonds between family and child.

 

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PUBLISHED: Barriers, Supports, and Celebration of Good Design (Volume Vol. 27, No. 4) 2016

 

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