ForFor Raising Pet Awareness Raising Pet Awareness

and offering an Alternate Solution toand offering an Alternate Solution to Enjoyment and Animal CompanionshipEnjoyment and Animal Companionship

Submitted by Dolly Bhasin, Team – The eCreativesSubmitted by Dolly Bhasin, Team – The eCreatives

For Assignment 5 of “For Assignment 5 of “Crash Course on Creativity”Crash Course on Creativity” Venture Lab, Stanford UniversityVenture Lab, Stanford University

Adopt Digital PetsAdopt Digital Pets

Framing the ChallengeFraming the Challenge

Our team framed the challenge for this assignment as

“How to Raise Pet Awareness and offer an Alternate Solution to Enjoyment and Animal Companionship”

This was accomplished by a series of self explanatory and corroborative slides to frame the problem (slides 3-15)

What are Pets?What are Pets?

A pet is an animal kept for a person's company, as opposed to livestock, laboratory animals, working and sport animals which are kept for economic reasons.

- Wikipedia

In 2012, 62% of U.S. households owned a pet - APPA National Pet Owners Survey

Most Common PetsMost Common Pets

CATS DOGS

About 78.2 million dogs and 86.4 million cats are owned as pets in USA (Source: APPA)

Rodent PetsRodent Pets

Gerbils

Hamsters

Chinchillas

Fancy Rats

Guinea Pigs

Avian PetsAvian Pets

• Canaries

• Parakeets

• Parrots

Reptile PetsReptile Pets

Turtles

Lizards

Snakes

Aquatic PetsAquatic Pets

Tropical Fish

Frogs

Arthropod PetsArthropod Pets

Tarantulas Hermit Crabs

Pet Industry in USA in 2012 was $56 BillionPet Industry in USA in 2012 was $56 Billion

Pet Food $21.26 BillionSupplies/OTC Medicine $13.21 Billion

Pet Vet Care $14.21 Billion

Live Animal Purchases $2.31 Billion

Pet Services(grooming & boarding) 

$4.54 Billion

Source: APPA

Can the country really afford this kind of Expensive Pursuit in troubled times?

Breakup of Number of Pets in 2012 in USABreakup of Number of Pets in 2012 in USA

Freshwater Fish 151.1Dog  78.2

Cat 86.4Birds  16.2Equine 7.9Saltwater Fish     8.61Reptile 13.0Small Animal 16.0

Source: APPA

Dogs CatsSurgical Vet Visits $407 $425

Routine Vet $248 $219 Food $254 $220

Kennel Boarding

$274 $166

Vitamins $95 $43Travel Expenses

$78 $48

Groomer/Grooming Aids

$73 $34

Basic Annual Expenses for Dog and Cat Basic Annual Expenses for Dog and Cat owners in US Dollars owners in US Dollars

Source: APPA National Pet Owners Survey 2011-12

Pet Overpopulation of Cats & Dogs in the USAPet Overpopulation of Cats & Dogs in the USA • Stray Cats ~70 million• A fertile cat produces litters 1-2 times/yr with

an average 4-6 kittens/litter.• The average number of litters a fertile dog

produces is one a year; the average number of puppies is 4-6.

• Owned cats and dogs generally live longer, healthier lives than strays.

• Approximately 5 to 7 million companion animals enter animal shelters every year, and approx 3 to 4 million are euthanized (60 percent of dogs and 70 percent of cats).

Source: http://www.aspca.org/

Where is the Problem?Where is the Problem?• Pet Industry is a booming industry in USA, but the

benefit not going to pets • Pets are companions to 62% of the Population• Most demanded animals for pets are Dogs and

Cats which has resulted in their Overpopulation• Stray Cats and Dog numbers are alarming! • 60% of dogs and 70% of cats in Animal Shelters

are euthanized (Very sad state!)• Pets need to be trained, groomed and kept fit• Pet owners need education on pets• Pet adoption rate is low due to many myths • Pets need a lot of care and cost a lot of money

Can we Not Do Better?Can we Not Do Better?• Apart from Dogs and cats, there are atleast 30+ more

types of harmless cute pets, with over 500+ species of them can we not adopt them?

• If Dogs and Cats are to be adopted – can we not take them from Animal Shelters?

• Pets loose their natural habitat by domesticating them, is it really needed to Cage them and deprive them of natural habitat

• Awareness needs to be raised on pets for – Breeding and Hygiene of Pets– Harmful effects of the Pets to others

(dog bite, poop, litter, etc)– Reducing the wasteful expenses on Pets– Vaccinations and antidotes for pet bites (zoonosis)– Pet Adoption– Pet Euthanasia

• Do we really need live Pets to offer us the enjoyment and animal companionship? Can’t we seek an alternative?

Problem FramedProblem Framed

“How to Raise Pet Awareness and offer an Alternate Solution to

Enjoyment and Animal Companionship”

Solution - BrainstormingSolution - Brainstorming

• A brainstorming exercise was undertaken to search for a solution

• 100 + solutions were brainstormed (see Journal and part 1 of the assignment)

• Three ideas were short-listed in each category of – Expensive Ideas, Worst Ideas and Good ideas, the result highlights are indicated in next 3 slides

• Amongst the three short-listed Good Ideas, the final selected solution was – Adopt Digital Pets.

Solution - BrainstormingSolution - Brainstorming

• The 3 most expensive of them were– Pet Education made compulsory in

schools– For All pet owners it should compulsory

to get a training, license and maintain pet book containing all details about the pet

– All pets should be trained and groomed for fitness, hygiene and presentation

Solution - BrainstormingSolution - Brainstorming

• The 3 worst ideas of them were– Ban Pets – Spay or neuter all pets – Send all pets to Animal Shelters and

visit them periodically

Solution - BrainstormingSolution - Brainstorming

• The 3 good ideas of them were– Create a DIGITAL REPOSITORY of Pets

which can be used for creating awareness

– Use COMPUTER GAMES to create awareness about PETS

– Adopt DIGITAL PETS

Reasons for Selection of Digital Pets Reasons for Selection of Digital Pets • Digital Repository – is not engaging enough• Computer Games – though engaging it is not persuasive

nor does it create an emotional connect with owners• Digital Pets are not only engaging but also

– Persuasive– Creates Emotional Connect– Creates Trust between owner and pet

• Digital Pets offer mechanisms to educate pet owners and others about pets

• Digital Pets can be used as an alternative to real pets, thereby not depriving the pets of their natural habitat.

• The next few slides support the above

Solution – Digital PetsSolution – Digital Pets

• A digital pet (also known as a virtual pet or artificial pet is a type of artificial human companion.

• They are usually kept for companionship or enjoyment.

• People may keep a digital pet in lieu of a real pet.

Types of Digital PetsTypes of Digital Pets• Real animal based or Fantasy

– Simulations of real animals – Petz Series– Fantasy ones like the Tamagotchi

• Web-based digital pets – Virtual pet sites– Neopets, – Sim Horse Games. – Simulation Games -  Woolly Hooves

• Software-based digital pets – Life simulation games - that focus on the care, raising,

breeding or exhibition of simulated animals – Software toys - Pet-raising simulations that lack a victory

condition or challenge – Pet Therapy- incorporate live human intelligence through an

Internet-based backend.

Digital Pets are DistinctDigital Pets are Distinct• Have no concrete physical form other than the hardware they

run on. Interaction with virtual pets may or may not be goal oriented

• User must keep it alive as long as possible and often help it to grow into higher forms

• Keeping the pet alive and growing often requires 'feeding', grooming and playing with the pet

• If the interaction is not goal oriented, the user can explore the character of the pet and enjoy the feeling of building a relationship with it.

No Loss of HabitatNo Euthanasia!

Similar Bonding as live petsLearning about various aspects of Animals

Common Features of Digital PetsCommon Features of Digital Pets

• Communicating with Digital Pets – With advanced video-gaming technology, most modern digital pets understand

the pet by interpreting their actions, body language, facial expressions, etc. – This helps to make a pet's behavior seem natural, rather than calculated, and

fosters a feeling of a relationship between user and digital pet.

Common Features of Digital PetsCommon Features of Digital Pets

• Sense of Reality  – To give a sense of reality to users, most digital pets have certain

level of autonomy and unpredictability. – The user can interact with the pet and this process of

personalizing can make the pet more distinctive. – Personalizing increases the feeling of responsibility for the pet to

the user.

For example, if a Tamagotchi is unattended for long enough, it will "die"

Common Features of Digital PetsCommon Features of Digital Pets

• Interactivity  SHORT TERM

Direct interaction or action to reaction from the pet. Example: "touch" a pet with mouse cursor and the pet will give a direct response to the "touching".

LONG TERM Action that affect pet's growth, behavior or life span.

Example like training the pet may have good effect on pet's health.

Examples of Digital PetsExamples of Digital Pets

Tamagotchi • The Tamagotchi is a handheld digital pet, created

in Japan.• Over 76 million Tamagotchis have been sold world-

wide.• Most Tamagotchis are housed in a small egg-shaped

computer with an interface usually consisting of three buttons.

• Upon activating the toy, an egg appears on the screen. After setting the Tamagotchi unit's clock, the egg will wiggle for several minutes, and then hatch into a small pet.

• The player can care for the pet as much or as little as they choose, and the outcome depends on the player's actions.

• Pets have Hunger meter, Happy meter, and Discipline meter to determine how healthy and well behaved the pet is.

Source: Wikipedia

Digital Pets around Insect themes - Digital Pets around Insect themes -

• Pokémon is a brand owned by Nintendo the Japanese video game company

• The concept of the Pokémon universe, in both the video games and the general fictional world of Pokémon, stems from the hobby of insect collecting

• Players of the games are designated as Pokémon Trainers, and the two general goals for such Trainers are:

– to complete the Poked by collecting all of the available Pokémon species found in the fictional region where that game takes place;

– to train a team of powerful Pokémon from those they have caught to compete against teams owned by other Trainers, and eventually become the strongest Trainer: the Pokémon Master.

• These themes of collecting, training, and battling are present in almost every version of the Pokémon franchise, including the video games, the anime and manga series, and the Pokémon Trading Card Game

Source: Wikipedia

Real Time Simulation Digital Pets - NinetendogsReal Time Simulation Digital Pets - Ninetendogs

• Nintendogs is a real-time pet simulation video game developed and published by Nintendo for the Nintendo DShandheld video game console.

• Nintendogs uses the DS's touchscreen and built-in microphone. The touch screen allows the player to pet a dog, as well as to use various items that can be found or purchased. These range from balls and frisbees, to toys, to grooming supplies to keep the dogs happy.

• The microphone is used to call to the player's dog by speaking the name given to the dog in the beginning of the game as well as to teach the dog commands such as "sit" or "roll over".

• Players can bring their dogs on walks and to the park if they so choose. They may interact with other players in multi-player by using the DS's wireless linkup. It also uses the DS's internal clock and calendar to allow the dog to grow hungrier or dirtier based on the elapsed time.

Source: Wikipedia

Web Community of Digital Pets -

• Neopets (originally NeoPets) is a virtual pet website.

• Visitors can create accounts, own virtual pets ("Neopets"), and buy virtual items for them using one of two virtual currencies, one of which can be earned within the site and the other of which can purchased with real-world money.

• Neopets also operates a pay-to-play version, Neopets Premium and sells Neopets merchandise.

• The website was launched by Adam Powell and Donna Williams in late 1999. Two years later, a consortium of investors led by Doug Dohring bought a controlling interest in the company and in June 2005, Viacom bought Neopets, Inc.

Source: Wikipedia

Pet raising Simulation : Paws & Claws: Pet VetPet raising Simulation : Paws & Claws: Pet Vet

• Paws and Claws: Pet Vet is a pet-raising simulation video game in which players can nurse dogs, cats, horses, birds, guinea pigs and rabbits back to health.

• The game features 20 ailments. Players can design their own clinic, choose which kennels to build and expand existing buildings to provide further services to their patients.

• Players assume the role of veterinarian running a pet clinic and must heal sick pets back to full health.

• THQ is publishing Paws & Claws through their budget-oriented division ValuSoft.

• Available in Video, Wii, Cellphones, PC formats

Fictional Digital Pets: Hello KittyFictional Digital Pets: Hello Kitty

• Hello Kitty is a fictional character produced by the Japanese company Sanrio, first designed by Yuko Shimizu.

• She is portrayed as a female white Japanese bobtail cat with a red bow. The character's first appearance on an item, a vinyl coin purse, was introduced in Japan in 1974 and brought to the United States in 1976.

•  The character is a staple of the Kawaii, a segment of Japanese popular culture.

• Originally aimed at the pre-adolescent female market, the Hello Kitty product range has expanded and goes all the way from dolls, stickers, greeting cards, clothes, accessories, school supplies and stationary to purses, toasters, televisions, other home appliances, massagers, and computer equipment. 

Source: Wikipedia

Digital Pets through Multi format Games• Angry Birds is the latest trending digital pet, launched as

a video game created by Rovio Entertainment from Finland. • Inspired primarily by a sketch of stylized wingless birds, the

first game was first released for Apple's iOS in December 2009.

• 12 million+ copies of the game purchased from App Store• Now available for touchscreen-based smart phones -

Android, Symbian and Windows Phones OS, video game consoles and PCs.

• Angry Birds has been praised for its successful combo of addictive gameplay, comical style, and low price. 

• In the game, players use a slingshot to launch birds at pigs stationed on or within various structures, with the intent of destroying all the pigs on the playing field.

• As players advance through the game, new types of birds become available, some with special abilities that can be activated by the player. 

Source: Wikipedia

• The latest extension of Digital Pets is Social Games• Zynga is a provider of social game services founded in

July 2007 and headquartered in San Francisco, California 

• The company develops social games that work stand-alone on mobile phone platforms such as Apple iOS and Android and on the Internet through its website, Zynga.com, and social networking websites such as Facebook, Google+ and Tencent

• Zynga launched what is considered its best-known game, FarmVille, on Facebook in June 2009 reaching 10 million daily active users (DAU) within six weeks.

• As of early January 2013, Zynga games had over 265 million monthly active users and the Petsville was also one of them (now closed)

New Trends – Digital Pets New Trends – Digital Pets through Social gamesthrough Social games

Source: Wikipedia

• So next time you want to know more about Pets, just search for DIGITAL PETS, or adopt one online, you can be rest assured to find a digital pet that tells you all you need about that pet in an interesting and engaging manner.

• If you want to adopt a pet, consider adopting a DIGITAL PET, rest assured you will not have to face the painful process of Animal Euthanasia once the pet gets old and yet have an animal companion for life!

Adopt a Digital Pet Today!Adopt a Digital Pet Today!

ConclusionsConclusions

Credits and ReferencesCredits and References

• Wikipedia at http://en.wikipedia.org/wiki/ • Background Music: The Animal Crossing Wild World at

http://www.youtube.com/watch?v=6GCHPD-v1rE • Paws and Claws: Pet Vet

http://asia.gamespot.com/paws-and-claws-pet-vet/platform/pc/

• All Photos taken from internet for educational purposes with no commercial interest

• Data sources have been identified in respective slides