Thanks for your question.
One important thing to keep in mind as your read my answer:
?Reverse 911? is the trademarked name of a product. To quote the
?REVERSE 911 ® is a Microsoft Windows ® -based program that uses a
patented combination of database and GIS (computer mapping )
technologies. You can quickly target a precise geographic area and
saturate it with thousands of calls per hour. You can also create a
list of individuals with common characteristics (such as a
Neighborhood Crime Watch group or emergency personnel) and contact
them rapidly whenever necessary.?
I assume that you are seeking market information on the generic
service sometimes known as ?community notification? ? that is, a
service whereby mass emergency notifications (such as evacuation
orders) are distributed via telephone to targeted customers.
To avoid confusion with the product, I will use the term COMMUNITY
NOTIFICATION SERVICES or CNS throughout my answer.
To briefly sum up the market information, it appears that
municipalities are the biggest potential market in Canada. There seems
to be a big push in the last 3 or 4 years for cities to implement CNS,
but most of the major metropolitan areas and provinces have not yet
done so. The market seems pretty wide open.
Other potential markets include hospitals and health agencies (for
staff deployment and health announcements to the public) and
pharmaceutical companies (for recalls).
Although only about 10% of the US population, according to the CIA
world fact book, ?As an affluent, high-tech industrial society, newly
entered in the trillion dollar class, Canada closely resembles the US
in its market-oriented economic system, pattern of production, and
affluent living standards.?
CIA WORLD FACT BOOK: CANADA
The primary hurdle in Canada appears to be the application process to
gain access to the 911 databases necessary to implement a CNS system.
See an example here:
CANADIAN RADIO TELEVISION AND TELECOMMUNICATIONS COMMISSION:
2004-06-14 - File #: 8665-S62-200405888 - County of Strathcona, etc...
(the Applicants) - Application requesting access to the ILECs
emergency 9-1-1 databases for the purpose of providing a community
To get around this hurdle, some companies buy commercial telephone
lists. However, most of those lists do not include people who are on
National ?Do Not Call? lists or numbers that have recently changed.
DESCRIPTION OF MASS NOTIFICATION SERVICE
Community Notification (CNS) is a telephone emergency notification
system that gives government agencies or companies the ability to
quickly disseminate critical information to large numbers or targeted
groups of people.
The service was originally designed for use by municipalities, public
safety agencies and emergency management groups to issue emergency
messages such as evacuation notices, severe weather warnings, chemical
spills, or other dangers to the public.
Today the service is also used by companies, hospitals, universities,
and non-profit organizations to mobilize employees, issue reminders,
cancel events, deliver road or other closure announcements, and
OTHER TERMS USED
Community Notification system (CNS)
Civic Notification System (CNS)
mass notification system
9-1-1 Integrated CNS
emergency response system
broadcast emergency notification
emergency broadcasting system
emergency notification system
emergency communications and notification
emergency alert system
patient notification system
POTENTIAL CANADIAN MARKET SIZE
HOUSEHOLDS: 12.3 million
HOUSEHOLDS w/ phones: 12.1 million (98.7%)
HOUSEHOLDS w/ cell phones: 53.9%
Major population centers (over 1 million people):
Toronto (5 m)
Montreal (3.5 m)
Vancouver (2.1 m)
Ottawa-Gatineau (1.1 m)
Cities in Canada: about 900
Cities with over 25,000 households: about 200
Hospitals in Canada: about 120
CANADA AT A GLANCE: Summary Of Census Statistics based on most recent
(2001) census (27 pages / pdf file)
STATISTICS CANADA: TABLES: Residential telephone service (by numbers)
STATISTICS CANADA: TABLES: Residential telephone service (by percentage)
STATISTICS CANADA: TABLES: Selected dwelling characteristics and
household equipment (Household appliances and telephones)
STATISTICS CANADA: TABLES: Cities by dwelling count
WIKIPEDIA: 100 largest cities in Canada by population
WIKIPEDIA: 100 largest metropolitan areas in Canada
WIKIPEDIA: List of cities in Canada
LIST OF HOSPITALS IN CANADA
INDUSTRY CANADA: Multinational Pharmaceutical Companies in Canada
CANADIAN MUNICIPALITIES IMPLEMENTING CNS
The following links are to Telus Geomatics press releases. Telus is
one of Canada?s largest telecommunications providers. They have been
responsible for implementing CNS in many Canadian cities and
Industries launch warning system
?FORT SASKATCHEWAN - Industries northeast of Edmonton banded together
to launch a high-tech warning system Thursday that is the first of its
kind in Canada? The area covered by the Northeast Region Community
Awareness and Emergency Response system has about 10,000 phones,
connecting to about 40,000 people??
Coquitlam Test Site for New Public Alert System
Coquitlam, November 18, 2004 ? The City of Coquitlam, TELUS Geomatics
and Industry Canada are working in partnership to conduct a field
trial of a new public alert system in two selected neighbourhoods
within the City? ?The system is also being tested in Ottawa and
Pilot project planned for Sundre area - September 2004
?An emergency response pilot project in the Sundre area may eventually
lead to a safer Alberta. ? to create a more effective notification
system to help emergency aid workers, municipalities and private
industries respond to disasters.
If the Sundre project and another one in Fort Saskatchewan are
successful, the models will be used to implement similar systems in
all of Alberta's 314 municipalities and 46 First Nations communities
in two years??
New emergency operations centre increases safety and security for Albertans
Edmonton, Alberta ? December 18, 2003
NR CAER signs contract with TELUS to provide new community notification system
July 30, 2002
MORE TELUS PRESS RELEASES:
TELUS: ABOUT US / NEWS / EMERGENCY MANAGEMENT
OTHER CITIES/PROVINCES/COUNTIES OR COMPANIES IN CANADA USING CNS
TOWN OF LAKESHORE, ON
STRATHCONA COUNTY, AB
DOW ? WESTERN CANADA
FEDERAL SUPPORT & LEGISLATION
CANADIAN GOVERNMENT EMERGENCY RESPONSE
Joint Emergency Preparedness Program (JEPP) ?was established 20 years
ago and has seen over $200 million jointly invested by the Government
of Canada and recipient provincial and territorial governments into
projects that ensure communities have response skills and equipment in
place to deal with emergency situations of any type.?
Fact Sheets: Canada's Emergency Management System
INDUSTRY CANADA: Emergency Telecommunications - Proposed Authorized
Users Guidelines for 9-1-1 Database Integrated Community Notification
29 July 2005 RE: Telecom Public Notice CRTC 2005-7 ? Access to
information contained in the incumbent local exchange carriers?
Emergency 9-1-1 databases for the purpose of providing a Community
Canadian Security Guide Book 2005 EDITION
An Update of Security Problems in Search of Solutions
"Problem 11: Emergency Public Communications
With the exception of Alberta, the provinces and territories have
difficulty disseminating emergency-related information to citizens
within their jurisdiction.
There is no indication that the Department of Public Safety and
Emergency Preparedness has encouraged installation of a ?Reverse 911
®? type system in all municipalities."
National Emergencies: Canada?s Fragile Front Lines - An Upgrade Strategy
Standing Senate Committee on National Security and Defence
VOLUME 1 March 2004 (pdf)
Non pdf version here:
(p. 65) Toronto officials who responded to the SARS crisis and the
electricity blackout in 2003 agree that an improved public
communications system is needed. Dr. Sheela Basrur, then Toronto?s
Medical Officer of Health, pointed out during her presentation on the
SARS crisis that the best way to get information to the public is
through the media.
Communicating quickly with the public is difficult without an
Emergency Public Warning System or access to ?Reverse 911®?, a
computer-driven tool that allows officials to phone every home within
a given neighbourhood.
The Committee recommends that:
(p. 67) 13. the Office of Critical Infrastructure Protection and
Emergency Preparedness (OCIPEP) encourage the installation of a system
like ?Reverse 911®? in all municipalities, funding at least a third
of the cost, with remaining costs to be divided between the provinces
/ territories and municipalities.
MAJOR VENDORS IN CANADA
TELUS GEOMATICS - GEOEXPLORER
The first system used in Canada (see above) was based on software by
Telus Geomatics (a subsidiary of Telus Corporation, one of Canada's
leading telecommunication companies) and was implemented in 2003.
TELUS Geomatics provides services to internal TELUS groups and sells
its products and services to businesses across Canada.
?The patented Allport Methodology of community notification maximizes
the potential of modern telephone networks to serve the growing demand
for all hazard public alerting. Alert data messages are rapidly
transmitted over specific telephone lines to inexpensive alerting
appliances, resulting in audible and visual alerts, and the display of
time stamped text messages..?
Province developing 'reverse 911' system ( Oct 9 2003)
Community Alert Network, Inc. (CAN)
CAN now provides services to more than 600 communities and facilities
in the U.S. and Canada. In addition, more than 3000 corporations and
businesses co-sponsor CAN services. They pay for the basic services
and turn the administration and use of CAN over to local authorities.
Community Alert Network is presently active in 40 States and 3 Provinces in Canada.
AVITEX - CITYWATCH
AVTEX, Inc. currently services over 1700 communications and call
processing customers throughout the United States and Canada is a
market leader in the GIS Based Automated Notifications Systems
CityWatch (by AVITEX) gives the ability to create, target and send an
alert or non-alert message to literally thousands of destinations
City Watch is currently installed in hundreds of Police, Sheriff, and
Emergency Response Departments throughout the USA and Canada.
CellAlert Canada (Not yet deployed)
The Cellular Emergency Advisory Service Association (CEASA) is a
citizens action initiative that helps to write the best practices and
MoUs for the deployment, of the proposed Cell Broadcast public warning
system, known as CellAlert(sm).
?CEASA formed Cell@lert to find technical solutions, and develop
technology accordingly if it did not yet exist. CellAlert is the
for-profit organisation which implements the actual technology that
provides the Cell Broadcast Broker and other infrastructure to make
the service actually happen.?
?CellAlert software provides all the necessary functionality via an
easy to use web interface which obviates the need to install any
software on the users machine. Authorized users can therefore initiate
a cell broadcast from any web enabled computer, anywhere.?
Please contact us at email@example.com for pricing details.
EDITORIAL: Reinventing the Bell Tower
[CEASA] ?is promoting cell broadcasting technology that could send
alerts to multitudes of cell phones simultaneously. However, this will
require the cooperation of cell phone service providers, and would do
little for the estimated 35 percent of people in the U.S. who do not
yet own cell phones.?
IPAS - Solana Networks
Canadian cities test online emergency alert system (7/7/2005)
An Ottawa company develops a tool to notify users at their desktops
about terrorist attacks and natural disasters? So far five
municipalities, including the Ontario cities of Waterloo, Guelph and
Cornwall, have tested the Internet Public Alerting System (IPAS)
developed by Ottawa-based Solana Networks and Sombra Labs.
NNC GROUP ? PATIENT NOTIFICATION SYSTEMS
PATIENT NOTIFICATION SYSTEM FOR PLASMA PRODUCT RECALL INFORMATION
Recall firm grows beyond drug roots: NNC Group's system finds many
applications (May 2002)
?The challenge: Inform 70,000 U.S. pharmacists, overnight, about a
drug recall. Make certain the recall meets Food and Drug
Administration standards. And keep the story off the 11 o'clock news
to prevent a public panic.?
That should provide you with a strong overview of the Canadian market
for Community Notification Services. As you can see, there are some
strong players already penetrating the market, but there are still
quite a number of municipalities and organizations that have not
implemented such systems.
As for actual dollar amounts, that information is not to be found
online for Canada (at least not on free access sites). First of all,
the companies and municipalities I have listed do not charge
subscriber fees. The service is free to the public. Costs are borne by
the cities and the providers are tight-lipped about what it costs to
implement the system. I would suggest you contact some of the cities
and ask for that information. It is a matter of public record.
Let me know if anything I?ve written is not clear, and I?ll be happy
to clarify for you.
Thanks for your question,
[Canada] plus the following:
?Community Notification system?
?Civic Notification System ?
?mass notification system?
?emergency notification system?
?patient notification system?