Entrepreneurs

Gil Friedlander, Tawkon

What do you do when you suspect something’s bad for you but you just can’t stop doing it? That’s a question many cellular phone users have been asking themselves, with reports of radiation emissions from their mobile devices raising serious questions about the safety of our increasingly un-tethered society. A new Israeli startup may have the solution.

Tawkon has entered the fray with an inexpensive application for the iPhone that warns users when radiation levels have inched up too high and provides advice on how to counter the potentially negative effects.

The company says that its solution gives users the information and tools to avoid mobile phone radiation as much as possible by “mapping” their homes or offices so they’ll know where they’re exposed to significant levels of mobile phone radiation. It also supplies simple precautionary measures to minimize radiation, based on a user’s location and phone usage.

However, you won’t find this app on your iPhone any time soon, because Apple has banned it. Apple says that Tawkon is a diagnostic tool that would create confusion for iPhone owners from a usability perspective. Tawkon believes that Apple doesn’t want its customers to install an app that appears to advise them to talk less – even though its stated aim is to make it safe for them to “talk on.”

Tawkon founder and CEO Gil Friedlander is taking it in his stride. He says that his company is in discussions with Apple and that he is “optimistic and hopeful that the issue will be solved soon.” He insists that he’s not an anti-cell phone zealot. “We love our phones, too,” he says of the Tawkon team. “We won’t give them up. But we can help people use them more responsibly.”

In the meantime, the company is pressing forward with porting the application to other devices, starting with the Blackberry then expanding in the coming year to cover Google’s Android operating system and the Symbian OS used by Nokia phones.

Friedlander describes the Tawkon app as “like infrared goggles – suddenly you can see at night. We view ourselves the same way. We give users the ability to see and feel non-ionizing radiation. Once you know whether you’re in a red, orange or green zone, you have the information you need to take action.”

That action might be to move to a different location until the radiation levels drop, or to plug in a headset or use a speakerphone in your car.

Tawkon can’t actually measure a phone’s radiation – it’s just software after all – so the app relies on processing a dizzying array of factors, including your location, environmental factors such as the weather, Bluetooth functionality, how close your phone is to your body (utilizing the iPhone’s proximity sensors), antenna orientation (are you holding the phone vertically or horizontally), GPS and even the phone’s built-in compass. The app then prompts users with a vibration or tone when the radiation levels reach a dangerous threshold.

Some of the worst places to talk in terms of radiation are a room with thick concrete walls (a basement, elevator or, in Israel, the sealed room mandated from the time of the first Gulf War), and a moving vehicle (such as a train, car or bus) when the phone is switching off between cellular broadcast towers. In all these cases, the phone has to work harder to connect to a signal, hence the radiation goes up.

In some cases, the locations where radiation is highest can be surprising. “In my apartment, radiation in the washroom is high,” Friedlander says, “while the rest of the house is decent.” In 80 to 85 percent of cases, there’s “good coverage and radiation is pretty low, especially in an urban area,” reassures Friedlander.

No one knows exactly how – or even whether or not – radiation will cause serious medical problems in another 10 years, but the government isn’t taking any chances. Israel’s health ministry has recommended that children under the age of 18 shouldn’t use mobile phones at all – young people’s brain tissue is still developing. In the US and Europe, however, similar precautionary warnings have not been issued.

Friedlander and his staff of six in the Tel Aviv suburb of Herzliya have been working on the Tawkon technology for 18 months now, going live with the still unclear iPhone version earlier this month. The app will be marketed direct to consumers via the various hardware manufacturers’ app stores for just under $10 a download.

Down the road, Friedlander says, he would be “delighted to partner with cellular phone operators,” where he believes that a tool to bring real value and safety to customers would be an absolute win/win. “We are aware that it’s challenging for them,” Friedlander admits. “For many years, they’ve just not addressed the issue.”

Friedlander is originally from Canada and studied at McGill University in Montreal. Tawkon has raised money from private investors in Canada, the US and Israel. Is he looking for larger investors? Probably not. “I don’t see the company as a big venture capital play,” he says. “It’s not a very capital intensive business. We don’t require tens of millions of dollars.”

If the app sells well – and Friedlander reports that the company has received thousands of inquiries since the TechCrunch blog about technology startups broke the story of the Apple ban – a small company like Tawkon could do quite well for its owners, partners and employees. The press is certainly interested. Tawkon has been inundated with press requests, from the Washington Post in the US to Channel 2 and The Marker business and technology print and online newspaper in Israel.

With the total number of cell phones in use said to be some four billion, and of these half a billion smart phones, Friedlander is optimistic that “it’s almost like an endless market.”

Ultimately, Tawkon is not all about the money. “Most of the time, you develop and sell a technology that reduces costs for a phone operator,” Friedlander says. “We were looking for something that can make an impact on the well-being of our friends, family and community. Being able to help the user is very important. We saw a real opportunity.”

This story on Tawkon first appeared on Israel21c and has since been written about by a number of top international newspapers and magazines.

Tagged as: Apple, iPad, iPhone, iPod, Products, Startup

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