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Hello Doctor co-founders, from left, Ziv Meltzer, Maayan Cohen and Eran Keisar.

(Hello Doctor co-founders, from left, Ziv Meltzer, Maayan Cohen and Eran Keisar.)

When Maayan Cohen’s partner was diagnosed with a cancerous brain tumor, she was suddenly thrust into a world of specialists, tests, recommendations and paperwork. It was overwhelming for the then 25-year-old Tel Aviv University biochemistry graduate, who was working as a senior analyst at Tel Aviv Strategic Consulting.

Midway through what would stretch into a two-year ordeal, Cohen realized there might be a better way of managing the process.

Her new mobile app, Hello Doctor, launched for Apple devices in August. The app allows patients and their case managers (like Cohen) to digitize and organize all the paperwork they currently carry in a binder. Results from blood tests, ER visits, surgeries, CT scans and more can be organized into “smart lists.”

Patients can then easily call up the right records and never succumb to what Cohen says is the case manager’s greatest nightmare: missing the one document your doctor needs to decide on the spot if you should go for more chemo, surgery or an alternative treatment … and your few minutes of precious face time are up and it’s on to the next patient.

The idea of patients carrying their medical records with them in electronic form is nothing new. More than a decade ago, technologies putting patient data on a chip embedded into their HMO card or on a USB thumb drive abounded, but they never gained traction. Cohen isn’t surprised.

“The execution wasn’t connected to reality,” she says. “Doctors won’t take the risk of putting a USB key into their computer. And many are techno-phobic even with websites. You can’t ask a senior oncologist in a top hospital to go to your personal medical portal and enter your password. Most doctors want you to bring in a paper copy.”

Tablet computers, however, are another matter. “We haven’t heard any objections to patients bringing in their records on an iPad,” Cohen continues. “85 percent of US doctors own a tablet. They’re not afraid of them. Rather, it saves them time. And perhaps most important, it doesn’t force the doctor to open his or her computer.”

Free for patients

There are several ways to get records into Hello Doctor. You can use the camera in your iPad to take a picture of a document. Or, if it’s already on your computer, you can copy it to Hello Doctor using the Dropbox file transfer application. Exporting test results directly from an HMO’s patient portal is in the pipeline.

Another feature, which Hello Doctor users have requested that’s also in development, is the ability to take notes using the app. “It’s our most requested feature,” Cohen says. The idea is to allow patients to write down questions about a test result or medication dosage, for example, right on the appropriate electronic record.

Once data is input into Hello Doctor, it’s stored locally on the patient’s iPad. “In another two months, we’ll release a version that will back up that information on the cloud and that will synch it to another device, such as the patient’s iPhone,” Cohen says. All data will be transferred using the industry-standard SSL security protocol.

hello-doctor-app

The backup and synchronization is key. If your iPad is stolen, your data is gone (just as if you lose your physical paperwork). Once the synch is in place, users will be able to instruct Hello Doctor to delete all the data from their mobile device via a Web interface. The app always requires a password, in order to keep your records as private as possible.

Still, some data does get sent beyond your iPad and the cloud. That forms the basis of the company’s business model. In the same way that Google scans your Gmail messages for keywords to serve up ads, Hello Doctor will look through your records (“anonymously and aggregated,” Cohen insists) to check on how a patient is responding to specific treatments – for example, is a particular medication causing nausea or vomiting? Hello Doctor will then sell that data to pharmaceutical companies “so they can make better decisions about future drug development,” Cohen says.

This is par for the course in the Internet age. Facebook is free because it owns your data and can provide it in the same non-identifiable way to advertisers. Hello Doctor’s success will hinge, in part, on whether users find enough value in the app to ignore any concerns about what’s being done with their records behind the scenes.

“It’s a win-win model,” Cohen stresses. “Patients don’t have to pay anything, they get a full integrated solution that will grow over time, and it helps pharmaceutical companies build better drugs.”

Cohen started Hello Doctor with two Israeli co-founders, Eran Keisar and Ziv Meltzer. The company has a staff of eight and works in Tel Aviv.

Hello Doctor competes most directly with Microsoft’s HealthVault, which is available for the Web and tablet devices, including the iPhone. A variety of other mobile apps allow you to input emergency information such as your allergies, which vaccinations you’ve taken and emergency contacts, but don’t sport the broader vision Cohen and her team have for Hello Doctor.

As for Cohen’s partner, there’s good news at the end of this story: After multiple surgeries and rounds of radiation and chemotherapy, he is now “100% cancer free,” Cohen says.

This article appeared originally on Israel21c.

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Parko logoTomer Neu-Ner was driving home from the hospital with his wife and newborn son. As always, parking was tight near Neu-Ner’s central Tel Aviv apartment.

“I was a nervous new father,” he says. “I didn’t want to leave my baby in the car more than even a minute longer than I had to.” So he stopped the car briefly on the sidewalk, ran upstairs, got his family settled and returned to his vehicle only to find … a NIS 500 ticket on the windshield.

That wasn’t the only time Neu-Ner has battled the parking gods who have decreed that the average Tel Aviv resident will spend 24 minutes on average looking for a parking spot. But it was the wakeup call that, if Neu-Ner’s new startup Parko succeeds, will transform life for curb-deprived drivers everywhere. Investors seem to agree: the new Israeli “crowd-funding” site OurCrowd recently invested in the company.

Neu-Ner teamed up with his cousin Itai David, a Technion graduate whom he describes as an “algorithm geek.” Together they created a smartphone app that almost magically senses when a parking spot will become available – even before the car’s driver opens the door.

The technology is based on the same principles that have made fellow Israeli tech startup Waze such a darling of the roads, but there is no connection between the companies.

Waze informs drivers where traffic is heavy and suggests alternative routes, all without requiring any active input by users. The app uses GPS to sense when cars with the open app are slowing down and from there it extrapolates that data into traffic alerts.

Parko also uses GPS to sense the user’s speed. Once the vehicle has stopped and the speed at which the phone is moving has slowed to a comfortable “walking pace,” Parko assumes the user has parked. When Parko senses the user returning in the direction of the parked car, the app sends a message to other users that a spot may soon open up.

Neu-Ner and David built the app so that it minimizes access to the phone’s GPS, a critical feature given how quickly location service usage drains a mobile device’s battery.

A different approach

Parko is not alone in the parking alert business. The elephant in the room, as it so often is, is Google, whose OpenSpot app for Android phones does much the same thing as Parko with one pachyderm-sized difference: OpenSpot requires drivers to tap the app to alert other users that they’re leaving their parking space.

This is also an option for Parko users. However, Neu-Ner says, it is not ideal because by the time the alert hits the cloud, the space will almost always be long gone.

A very different approach is being taken by ParkSF in the San Francisco area, which involves sensors buried under the street that will alert drivers when a spot is being vacated in real time. Neu-Ner says there is talk in Tel Aviv about deploying something similar, although he believes the entirely crowd-sourced approach has more mileage, so to speak.

After Parko’s October, 2012 launch in Tel Aviv, Neu-Ner has his eyes set on Paris and New York. Statistics for both those cities put the average time someone looks for a parking space at 40 minutes, nearly double Tel Aviv’s.

There’s no database to be updated before a city is ready for Parko. It’s more a matter of promotion and marketing, something that’s been tough on a shoestring budget of money from friends and family. Parko’s recently fundraising from OurCrowd should help keep keep the parking brake off.

Neu-Ner is taking the “give it away, charge later when you’ve built a huge user base” approach common to startups (remember Facebook?). At that point, “location-based advertising and the sale of data will be worth so much more.” He also anticipates that freemium (paid) features and “demand-based pricing will become very interesting options for revenue models.”

Won Israeli Mobile Challenge

The 30-year-old Neu-Ner grew up in South Africa with Israeli parents. He returned to Israel four years ago and worked as a product manager at a startup creating software for options trading on Wall Street. He has degrees in economics and math from the “old country” and, more recently, an MBA from Tel Aviv University.

While Parko users stand to benefit when they search for a spot, we wondered what kind of incentive would entice users to leave the Parko app open once they found parking. Neu-Ner has a quick answer: prizes. For example, after you’ve just shared your 20th parking spot, you might get a free carwash from a Parko partner, or a coffee at a nearby Aroma.

Regardless of prizes, Parko needs a critical mass of users to function effectively. Thousands of Tel Aviv residents already know about the app, in part due to Parko’s win of the top prize at the Google-sponsored Israeli Mobile Challenge competition in June, 2012.

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The Best iPhone and iPad Apps from Israel

by Brian Blum on October 3, 2011

in Israel,Mobile,Products

Whether you’re looking for something healthy to eat or trying to plot the best way home through rush-hour traffic, there’s an application for that on your iPhone or iPad. And if you look under the hood, you might just discover it’s made in Israel.

With its expertise in cellular technologies, a love affair with the cell phone, and a fast national adoption rate for the iPhone – despite the fact Israelis pay some of the highest prices in the world for the privilege – it’s not surprising that Israelis have plunged into development of iPhone applications.

ISRAEL21c combed through some of the best Israeli apps to come up with our top 10 blue-and-white list for the iPhone.

1. Fooducate

With a recent positive write-up in The New York Times, Fooducate is the latest darling of the Israeli iPhone app scene. And it’s healthy to boot. The concept is simple: before you buy a product at the grocery store, check out what’s really in it. If its bite is worse than its crunch, Fooducate will suggest an alternative that’s better for your body (if not for your pocketbook).

The app uses the iPhone’s built-in camera to scan a product’s bar code. Using its own proprietary algorithm, Fooducate counts up the nutrients and assigns a letter grade from A to D. The app is smart enough to spot cleverly disguised additives – did you know that “autolyzed plant protein” is just another way to say MSG?

Fooducate is primarily for products manufactured in the United States, and its database isn’t yet complete (the company encourages users to snap pictures of items they’d like to see covered and send them in).

2. FiddMe

FiddMe is also a food app, but it takes a very different approach than Fooducate. Rather than aiming to educate, FiddMe wants to turn eating into a worldwide social game – a kind of FourSquare for foodies.

FiddMe allows users to take pictures of great meals they’re eating (in real time) and post the snapshot and information about the restaurant to the cloud. Other FiddMe users can tap into the growing database of yummy recommendations. The service is integrated with other location-aware apps like FourSquare and Facebook. You can also post to Twitter or to the FiddMe website.

FiddMe is not competing directly with user-generated recommendation services like Yelp. Those focus on restaurants as a whole, while FiddMe drills down to the quality of the fettuccini. Not surprising from an app created by a bunch of self-described Israeli “foodies.”

3. Waze

Waze has tackled a problem we’ve all experienced – getting stuck in traffic and not knowing the best alternative routes – and crowd-sourced it. Users automatically add information about traffic tie-ups in real time – without having to do a thing. Waze tracks where drivers are via GPS. If there are more drivers than expected in a certain stretch of road, the Waze map will turn red.

So if Highway 101 is backed up coming into San José, Waze will instantly tell you if Interstate 280 is the better bet. That’s a whole lot faster than waiting for the radio to report the latest jams every 15 minutes. And it’s one of the reasons the service has proved incredibly popular, with more than two million drivers signed up.

The automated aspect to Waze is particularly welcome, since texting while driving is a big no-no. But users stopped at a red light can more proactively input traffic information. And to really keep things safe, Waze turns off the keyboard when the car is in motion – neat!

Waze has other features – such as allowing drivers to build maps together, create private groups to share tips, and even play interactive social games.

Waze is free, in keeping with its 2006 roots as an open-source project called FreeMaps. The service began in Israel but is available all over the world.

4. Viber

Within three days of Viber’s launch in December 2010, some one million people had downloaded it. Two months later, the number is up to an overwhelming 10 million. What’s all the fuss about? Viber, a free app, aims to be the Skype-killer, a voice-over-IP phone service that integrates seamlessly into your iPhone’s contact list and allows you to make free calls to other Viber users anywhere in the world.

The app is drop-dead simple: Install it, and any other Viber users in your contact list show a Viber icon. Since the Viber app runs in the background (and the company claims it doesn’t drain the phone’s battery like Skype does), calling that contact for free is a single tap away.

Viber also doesn’t require any registration (another step saved) and uses your phone number as your ID. Contrast that with Skype, where you have to sign up for a unique ID and use only the Skype app to make calls. Viber “officially” only supports the iPhone, but savvy callers claim it works on the iPad and iPod Touch as well. Android and BlackBerry versions are coming soon.

5. Fring

Fring is another made-in-Israel app that allows free phone calls. Unlike Viber, Fring piggybacks on existing phone networks like Google Talk, ICQ, Twitter, Facebook and more, acting as a universal communications center for voice, chat and even video calls. You open the Fring app and get a separate contact list; you can then call any friends on the list at no cost.

For friends not on the list, “Fring Out” calls start at one cent per minute (although that can jump to as high as 44 cents per minute for far-flung locations like Samoa and Zimbabwe).

Fring got a big boost when the iPhone 4 with its front-facing camera came out last year, making video calls a major attraction (the upcoming iPad 2 is rumored to have the same feature).

The app also has a “Fring Stream” that consolidates all your Twitter tweets and Facebook updates (plus, of course, any Fring chats and calls) in one place.

There’s one service that’s noticeably missing from the Fring roster: Skype. Fring used Skype’s network to enable video calls for several years until December 2010, when they parted ways. Fring claims Skype blocked its service; Skype says Fring had been misusing its software and decided to pull out on its own. Either way, Fring is slightly less useful than it was six months ago.

6. Babller

Babller is a simple iPhone app that was an obvious product to be developed in multilingual, multicultural Israel. The app allows you to post status updates to Facebook, Twitter and LinkedIn in your preferred language and have it automatically translated into a variety of other lingos. The app works the other way around, too, translating posts you receive.

Babller is essentially Google Translate with built-in social networking integration. It’s not likely to be around for long – as soon as Google does its own Facebook translation mash-up, Babller will be out of here.

7. My6Sense

Owning an iPhone can quickly result in serious information overload. With your email, social network updates, tweets and RSS feeds all coming at you a mile a minute, you may find yourself sifting through hundreds (if not thousands) of messages and articles every day.

My6Sense aims to reduce the clutter by learning what you’re interested in and filtering the stream so that’s what you see. Focusing primarily on updates via RSS, My6Sense “learns” what you like by monitoring which articles you choose and which links you forward. You may view your subscriptions by most recent posts or by My6Sense recommendations.

What’s particularly cool is you don’t have to do anything – no tapping buttons to give a thumbs up or down to a particular piece of content, for example. The company calls its service “digital intuition” and it seems to be on to something. My6Sense has received media accolades including a “Best of 2010″ award from ReadWriteWeb.

8. Libox

Consuming media on an iPhone or iPad is perhaps as popular as actually making a call. Despite its tiny screen, users love to watch video, show off pictures and, of course, listen to music. But how do you get your media content from your desktop computer or laptop onto your phone?

Apple’s answer is to synch via iTunes. But that requires plugging your mobile device into your computer. And you have to physically move files onto your phone, which means you can quickly bump up against your iPhone’s memory limit.

Israeli startup Libox lets you stream your media from home. There are two parts to the app – one that goes on your computer and scans your hard drives to find media, and a second that you download to your phone, which then streams the media from your computer via your regular cell service or WiFi. Libox also allows sharing media with friends, although that might put the company in hot water with copyright holders.

One downside: the app requires that your home computer be turned on with Libox running. That may not work for people whose laptops are their primary machine.

The company’s pedigree suggests that Libox will continue to innovate in future versions: The company’s founder is Erez Pilosof, who also founded Walla!, the Israeli equivalent to Yahoo and still an uber-popular Hebrew language site.

9. Touchoo

Buying your toddler an iPhone or iPod Touch is not as wacky an idea as it seems with Israeli startup Touchoo’s vision of creating interactive “touch” books for tykes. The company, which calls itself a publisher rather than a development house, has assembled a team of writers, illustrators, animators and programmers (all from Israel, for now) to create their touch books, and the company emphasizes that all book apps are made under the supervision of a developmental psychologist.

Featured first books include Benny the Cat and the touch-screen appropriate Thumbelina (based on the original classic from Hans Christian Andersen). Some of the books are available in multiple languages. Touching not only changes pages but triggers interactive fun (an animated character may jump out and sing).

Touchoo’s concept has already been proven … 20 years ago. When the first round of interactive multimedia products was being released on CD-ROM, one of the most popular genres was animated storybooks that both entertained and taught. Touchoo has simply updated a proven concept to the 21st century, where a click of the mouse has been replaced by a tap of a finger.

10. Appsfire

Appsfire is an app that lets you find other apps. Sure, you can always go searching in the Apple App Store or visit an app review site. But Appsfire uses the power of the crowd to recommend the best apps. As an Israeli company, its roster of “VIP” experts making recommendations is mostly culled from the Israeli tech scene; that will change as the app gains traction around the world. And there are plenty of “regular” users adding their favorite apps.

There’s also a separate iPad version called Appstream that, as its name suggests, has a moving stream of apps. You can tap on an app to preview it, and tap again to share a recommendation with friends or to buy the app. You can filter by just iPad apps or by free apps.

Appsfire and Appstream, by the way, are both free. Appsfire takes a cut of sales from app developers via an affiliate model.

This post originally appeared in March 2011 on the Israel21c website.

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Amnon Dekel

I always enjoy Jeff Pulver’s networking “breakfasts” which he holds around the world. Pulver, a VoiP superstar and lately startup angel with a passion for Israel, usually hosts his breakfast shindigs in Tel Aviv, but last week he came to Jerusalem.

I approach a networking event like a Kiddush at shul. You want to flit around as much as possible (while not being too rude with quick getaways) but if you find yourself talking to someone particularly interesting, you stay put.

That was the case when I met up with Amnon Dekel. Dekel is an old friend (he used to run the Digital Media Studies program at the IDC in Herzeliya and hired me to teach a course) and he’s about to turn in his doctoral dissertation to Hebrew University. The topic: “indoor navigation.”

Dekel has identified a problem you probably never thought about, but that’s a potential “next big thing.” Mobile phones are great at using GPS to find their position outside. But they don’t work so well under a roof of, say, a library.

Dekel’s research specifies a methodology for locating objects such as books, and it doesn’t require transmitters to be installed all over the ceiling of the space. The idea is that you’d type in the title or author into your phone, and you’d receive a map telling you exactly which floor, section and even shelf you should head to.

Dekel has built a working prototype in the Harman Library on the Givat Ram campus of Hebrew University. His tests show that, using the system, it takes only half the time to find a book and people make less navigation mistakes and need less help from others to find the book.

The same technology could be used in warehouses, bookstores and manufacturing plants, Dekel says.

That’s not to say that it’s easy – staff at the physical site need to input data, items may need to be scanned – but it’s a fascinating start.

The system has yet to be commercialized (venture capitalists – take note). But, who knows (and Dekel will scold me for writing this), you could eventually crown yourself mayor of the Dewey decimal system!

This article appeared last year on the Israelity blog.

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A New Patch Promises to Knock Out Acne

by Brian Blum on November 17, 2010

in Products,Research

Teenagers suffering from acne will try anything to make the redness and infection go away, but current treatments have mixed results and numerous applications are usually necessary.

Now, Oplon, a three-year-old medical materials company in Rehovot in central Israel has come up with a unique “patch” that radiates an “energy field” that can knock out acne for good.

Beyond acne, Oplon, has high hopes for its technology which can also keep milk from spoiling, wipe out bacteria inside juice boxes, and even reduce the number of infections associated with hospital catheters.

Oplon works its magic by manufacturing polymers – a type of plastic – that have a very specific function: They disable microorganisms such as bacteria, fungi and viruses. The polymers create an energy field “that can kill every microbe ever heard of,” says Omer Gonen, Oplon’s CFO. The energy field is safe: “It doesn’t radiate, it doesn’t heat and it doesn’t chill.”

Rather, it’s a chemical adaptation of a mechanism that has long existed in nature to help animals and plants defend against similar attackers. Indeed, these energy fields are “all around us,” Gonen says. “They’re in the air, in the room, and it’s much more energy than we create with a polymer.”

Oplon’s acne treatment consists of a patch with the polymers inside which the acne sufferer applies overnight. Within six hours, the redness, pus and pain associated with the acne will be significantly reduced, Gonen says. “After 24 hours, the spot will be practically fully healed.” Best of all, “In most cases, it’s a one-time treatment,” he adds.

However, parents shouldn’t be too quick to rejoice, Gonen quips, “We don’t solve all the teenagers’ problems. Just the acne.” The acne patch, considered a ‘medical device’ and not a drug, will be on Israeli pharmacy shelves early next year, sold over-the-counter, with no need for a prescription.

Marketing to the US and Europe will come only after the patch has been thoroughly tested in Israel. In that sense, the country will be a sort of national guinea pig. “Israel is a controlled environment. We’re a relatively small country,” Gonen explains. “After a year or so, we’ll have a better sense of customers’ reactions.”

The price has yet to be determined, but Gonen is confident that it “won’t be a big barrier.” And if Oplon can break in, there’s a very large piece of pie waiting to be gobbled up – the market for acne solutions is estimated at $60 billion, he says.

A cure for acne is just the start. The same material in the polymer patch can be applied to the inside of milk and juice cartons to zap bacteria. That would represent a sea change for food manufacturers who today have two main options for keeping their products fresh. They can add preservatives or ‘hot fill’ the carton with a beverage heated to 70 degrees Celsius.

Both of those solutions have serious downsides. Preservatives may lead to health problems while hot filling destroys much of the nutritional benefit. Both affect taste. Hot filling also requires thicker plastic to hold the liquid while it’s cooling, which costs manufacturers more and causes additional damage to the environment.

Conceivably, a milk carton with Oplon’s polymers wouldn’t even have to be refrigerated after opening, Gonen suggests.

While the acne patch is essentially a stand-alone product, advancing fairly quickly, Oplon’s progress with the beverage-makers is somewhat slower. While it offers them many benefits, it also requires serious buy-in. Manufacturers would have to purchase new carton material, since you can’t just ‘spray’ the microbe-eating polymers on existing cardboard boxes. Nevertheless, Gonen is optimistic that Oplon can “correctly engineer the prototypes to fit a production line of a major company.”

A third application in the Oplon pipeline involves urinary catheters which, Gonen claims, are responsible for a full 50 percent of hospital-acquired infections (affecting some 90,000 Americans a year), resulting in more days away from home, greater expense, extra antibiotics and, of course, increased discomfort for the patient.

Gonen says that Oplon’s material can even kill “super bugs” – those microbes resistant to all current antibiotics – like MRSA (Methicillin-resistant Staphylococcus aureus) and VRE (Vancomycin-resistant enterococcus). Oplon is just beginning clinical studies with catheters, so we’ll have to wait a little longer for that application.

As is often the case, Oplon’s polymer product line was discovered entirely by accident. The company was founded by a number of scientists – both chemists and physicists (key among them was Uriel Halavee who founded printed circuit board maker Opal which was sold in 1996 to Applied Materials). The scientists were working on an intra-cellular drug delivery system but the experiment went wrong.

“If it was me, I would have thrown it all in the garbage can,” Gonen smiles. But the scientists reviewed their formulas and realized they were on to something even bigger. “It really was a mistake,” Gonen says modestly. “Like the discovery of penicillin.”

Oplon is headed by Avi Shani, a 42-year-old father of five who’s a physician by training. The company has 15 staff members and is looking to triple in size in the coming year. While Gonen wouldn’t reveal the source of the funds for that growth, he allowed that Oplon is “in contact with some huge potential partners.” The company previously raised $5 million from Wanaka Capital Partners in 2008.

Oplon’s products represent a “huge platform that will enable us to continue developing products for many years to come. Each product has a market in the billions,” Gonen concludes.

We’ll have to wait and see whether Oplon achieves all of its ambitious goals, but in the meantime the teenagers can break out the bubbly – acne relief is on its way.

This article appeared originally on the Israel21 website.

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Does radiation from cell phones cause cancer? The jury is still out, with a recently released 10-year study organized by the World Health Organization saying no, and advocacy groups arguing that the research methodology was flawed.

Cell La Vie - peel on protection for your iPhone

Regardless of the controversy, a small Israeli startup isn’t taking any chances. In July, Wise Environment began selling a do-it-yourself kit to protect iPhone owners from radiation. The company claims that its product, dubbed Cell La Vie, reduces electromagnetic exposure from the phone by 98 percent.

The Wise Environment founders are on a mission. “Parents are driving their young kids to use cell phones, to keep in contact,” explains Ronny Gorlicki, Wise Environment’s vice president of business development. “But at the same time, they want to protect them from future problems,” even if it’s not certain that those problems really exist.

At only NIS 179 ($47), Gorlicki feels his product is a worthwhile investment “to defuse the question of what will happen 30 years down the road.”

Cell La Vie can be a bit daunting to install – it’s not a one-click software app, but a physical product – a thin film you apply to the front, back and sides of your iPhone with adhesive. The Cell La Vie kit also includes a spray and pump to make sure your phone is totally clean before you get started. “People are reticent in the beginning, fearful that they’ll screw things up,” Gorlicki says. “But it’s no problem to take it off and do it again. We’ll even send a replacement if necessary.”

Once affixed, the film acts to redirect radiation away from the body. “Inside the phone is an antenna,” Gorlicki explains. “The signal goes in all directions. We had to figure out how we can cover up the points where the radiation would penetrate the phone in the direction of the body while maintaining the quality of the transmission.”

Wise has so far focused only on the iPhone because of the extensive media buzz surrounding the device. “Even people who haven’t bought it are talking about it,” Gorlicki says, noting the “huge awareness in the market of ‘green’ in general and phone radiation in particular. We hear from people ‘I’d held back from buying an iPhone from concern about radiation. Now I just made the order because of your product.’ ”

Since every phone has its antenna in a different place, Wise will have to develop separate films for every type of phone – and for every version. For example, Cell La Vie doesn’t yet work with the iPhone 4, which has an entirely different type of antenna (one that has caused users no end of frustration due to inadvertently dropped calls).

Cell La Vie's Ronny Gorlicki

Wise is also focusing initially on smart phones. “They’re the ones with the higher price tag,” Gorlicki explains, “So people are more ready to invest in safeguarding themselves from radiation.” Smart phones, ironically, can increase their radiation levels as they detect signal strength. The lower the strength, the more the phone has to work to maintain a minimum quality of service, and as a result the radiation increases.

Wise Environment has other radiation-protection products in the pipeline (including one that may actually reduce radiation, not just guard against it) but is progressing slowly. That’s in no small part because the company is entirely bootstrapped; it’s relying now on sales from its iPhone product, which is available in Israel at iDigital’s Apple Stores and the stationary chain Kravitz, to finance future production. Gorlicki is optimistic and says sales are going well, pointing out that “There have already been reorders.”

However, given the company’s scarce cash situation, sales beyond Israel will have to rely on distributors. Gorlicki doesn’t anticipate opening a US or European office in the near future. And even if the patent pending Cell La Vie is as successful as anticipated, Gorlicki says that raising venture capital money will be tough.

He likens the Cell La Vie product to a mezuzah: “You don’t know if it has prevented some hardships or brought good things to you,” he quips. “There’s no immediate gratification in that sense.” He says that the problem is with the VCs, who want to see immediate results.

This is not Gorlicki’s first outing with a product that doesn’t deliver satisfaction on first use. In a previous position at Wizcom, he was in charge of marketing the ‘Quicktionary’ – a digital pen that you run over printed text to translate it into multiple languages. “There was a real learning curve,” Gorlicki recounts, “You had to hold the pen correctly, to start and end it in the right place.”

Cell La Vie is not alone in the market; one of its better-funded competitors is Pong Research, which has been reviewed widely, including in Wired Magazine and The New York Times. But Pong, by its own estimates, only reduces radiation by 60 percent and only from the front of the phone, Gorlicki points out. Both Pong and Wise have had their results verified, in Cell La Vie’s case at MET Labs, a California testing and certification company.

Gorlicki is proud that his product is entirely made in Israel and hopes that even as production ramps up in the future, the company will be able to resist the pressure to export manufacturing to China or another less-expensive location.

He says he would be delighted to cooperate with Tawkon, a company whose product indicates to smart phone users when their radiation levels are too high. They would be a good match because Tawkon detects the radiation and prompts users to take simple actions like “put the phone on speaker,” while Cell La Vie actually does something about the radiation emanating from the unit itself.

Regarding the WHO study, Gorlicki draws attention to the fact that the research was in part funded by the phone companies themselves. The study followed thousands of phone users in 13 countries to see whether people who had brain tumors reported spending more time on cell phones during the previous decade than other people did. The researchers reported that they couldn’t find any cancer correlation with cell phone use.

The study’s main purpose, Gorlicki claims, was to give federal agencies a benchmark of when radiation levels are too high. If the companies stay within those levels, they’re considered ‘kosher.’ But, he says, “we really don’t know how much and how long it would take for someone to reach proportions so high that he or she will get cancer.” Researchers are now considering a new, even longer study of up to 20 years.

Not to mention that cell phone usage has increased dramatically and phones have advanced technologically in the 10 years since the study was started. What might have been considered ‘average’ use in 2000 would pale in comparison with teenage cell phone use in 2010.

Perhaps the ideal scenario for Cell La Vie would be cooperation with, or acquisition by a cell phone manufacturer or operator. But Gorlicki isn’t optimistic: “They don’t want to have anything to do with it,’ he says, explaining that involvement could be construed as an admission that cell phone use might not be 100% safe.

Even with Cell La Vie’s protective film in place, cell phones still pose a danger – to your neighbor. Gorlicki compares phone radiation to secondhand smoke. “You could be getting secondhand radiation from the guy sitting next to you in a restaurant talking on his cell phone,” he warns. Will there eventually be cell phone-free environments, he wonders.

Beyond being potentially dangerous to bystanders, Gorlicki reminds us that cell phone use requires “good hygiene.” Even if you’re using a corded headset, you don’t want to stuff your phone in your pocket while you talk. The phone still emits the same amount of radiation. Holding it away from your body or placing it on a table is the safest bet.

Gorlicki is doing his best to live in his own ‘wise’ environment – the company’s headquarters are in his home just off of the HaBonim beach south of Haifa, in northern Israel. “I wake up and take the dogs on a walk near the shore,” he says. “What a way to start the day when you’re working for an environmentally conscious company.”

This article appeared last week on Israel21c, a great site for exploring Israel “beyond the conflict.” Check it out!

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From ‘Facebook-like’ buttons to embedded YouTube videos and interactive chat, it’s rare to find a website these days that doesn’t beckon you to share your thoughts with everyone you’re connected to.

But for website owners, adding all that social interaction takes time and, if you’re not a programmer, copying and pasting esoteric HTML and JavaScript code into your site’s header or widget boxes can be a technically daunting task.

Wibiya from Israel is a hot start-up that aims to streamline the process. The company, which raised $2 million a few months back from Primera Capital and counts as one of its seed investors the ubiquitous Israeli angel and Internet guru Yossi Vardi, has built a popular toolbar that consolidates dozens of social media functions into a single space-saving strip at the bottom of your website. Wibiya’s aim is to make adding new apps and functionality as easy as a one-click install.

Among the useful Web functions that Wibiya incorporates are the ability to instantly “like” a company’s fan page on Facebook and write on its Wall without leaving the website you’re looking at; see how many other people are online and looking at the same page you are; translate the site into one of more than 40 languages; and chat with your social media friends directly from within the Wibiya bar.

Taking a cue from Apple, Wibiya has created its own app ecosystem, allowing third party developers to add their Web products to the toolbar at no cost. This has led to an eclectic range of functionality built by enthusiastic supporters that Wibiya co-founder and CEO Dror Cedar never expected.

For example, there’s an app that allows website owners to pop-up targeted messages filtered to the specific person visiting. This could be based on the page a visitor is currently viewing (say, a message about the Middle East peace process) or could kick in only after a user has been on at least five pages of the site.

Another popular app automatically turns all links on a website into “affiliate ads.” If a visitor to the site buys a product via that link, the website publisher keeps 70 percent of the revenue. Amazon is one of 25,000 merchants included in the program.

Want to raise money? Wibiya has apps for that, too. One puts a link on the toolbar to your organization’s Causes page on Facebook; another allows visitors to use PayPal to make donations a snap.

Wibiya is on the verge of releasing a developer website with an open API (Application Programming Interface) to make it even easier for developers to build Wibiya-compatible apps, Cedar says.

For publishers, Wibiya provides detailed analytics showing, for example, how many clicks the toolbar is receiving or how many Twitter updates have been tweeted via the Wibiya service. The toolbar itself is tiny – only 17K. And it plays nicely with all the leading blogging platforms, including WordPress, Blogger and Ning.

Since the toolbar is free to both third party developers and publishers, how does Wibiya intend to make money? “We work with high end publishers including Philly.com, Playboy and even the (confectionery vendor) Jellybelly.com on either a revenue-share model or one that’s based on performance,” Cedar explains. “We deal with them directly to build a tailor-made solution.”

For everyone else – the so-called “long tail” of web publishers, as Cedar describes them – Wibiya will soon introduce premium paid packages with “for example, the ability to integrate your own advertisements into the toolbar.”

Cedar didn’t start out with the intention to build Wibiya. He and his co-founders Daniel Tal and Avi Smila were working on a travel-related product called Joongle. “If you wanted to search for a flight from Tel Aviv to New York, our toolbar would give you the top 10 websites, like Kayak and Priceline, with flights to that country,” Cedar says. “Then each time you clicked, it would do the search for you.”

But when the team showed the product, potential clients kept saying “wouldn’t it be great to have another button that would show my most recent posts, or one that displays photos,” Cedar recounts. Realizing that there was an even bigger market beyond travel, the company quickly switched gears. “After the 10th time, we said okay. The demand came from the publishers themselves. People really wanted it.”

One concern we had was whether creating yet another way to share information across the Web would cause alarm, much in the way that Facebook has taken a drumming recently for its fungible privacy policies. Moreover, will users be paranoid that Wibiya may follow them around, tracking what they’re doing on the Web?

Cedar assures us that Wibiya is just “an enabler. We don’t do anything automatically and we don’t save your information. We’re completely transparent.” Still, Wibiya may have to be more proactive in spelling things out to put visitors at their ease.

As for the name Wibiya, it’s a play on words – a “wib” is a widget bar. “We didn’t like ‘widget,’ ” Cedar says.”That implies a static component.”

Indeed, with Wibiya’s functionality, financing and future prospects, the company is anything but static.

This article originally appeared on the Israel21c website.

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Software: Heal Thyself

by Brian Blum on August 10, 2010

in Israel,Products,Research

ibm-research

IBM research facility in Haifa

If your computer gets sick, would you rather give it a full system overhaul or the equivalent of a digital Advil to relieve the symptoms? Onn Shehory and his team at Israel’s IBM Haifa research facility have developed much more than a computerized analgesic. Say hello to the world’s first self-healing software.

The project – called SHADOWS for “a Self Healing Approach for Developing cOmplex softWare Systems” – was proposed by Shehory and funded by the European Union’s 6th Framework Program, a technology initiative that invests in promising international endeavors. The idea was to emulate how the human body behaves and apply it to software.

“When you develop some sort of dysfunction, the body senses this and reacts automatically,” Shehory says. “It is essentially self-monitoring.” SHADOWS does the same for computer systems. “It recognizes specific misbehaviors, classifies them into possible types of problems, and then for the serious ones, makes the appropriate adjustments,” he says. This may include inserting new lines of codes before a program runs or moving around memory resources, to prevent the most common reasons for system crashes.

In the case of memory, for example, Shehory explains that “we can manipulate the usage of memory without actually knowing where the problem is coming from. We don’t have to find the bug, just to know that something is wrong.”

That’s the same way that a pain and fever medication acts on the body. “Instead of a week of fever, you might just have a half an hour at the end of the week,” he says. “It doesn’t remove the root cause – the virus – but it will prevent the fever from coming back for a long time.

“In order to continue benefiting from the advances and innovations becoming available in the IT landscape, software developers and architects must begin to design software… to incorporate internal safeguards that can both identify and repair problems,” adds Yaron Wolfsthal, head of the Reliable Systems Technologies group at the IBM Haifa lab.

The need for self-healing software is clear: Computer systems are now ubiquitous, a part of everything from dishwashers to managing a countrywide electricity grid. The problem is that software systems are inherently buggy. Even utilizing software testing, reviews and other protective measures, “with millions of lines of code, it’s too difficult to identify all the problems in advance,” Shehory says.

Traditional approaches to fixing software have meant calling on engineers to sift through the code, locate the bug and repair it – a process that’s akin to searching for a needle in a digital haystack. And yet, “we can’t afford for systems to fail on critical missions… or even non-critical missions,” exhorts Shehory.

SHADOWS doesn’t go so far as to create self-aware artificial intelligence – no worries about a Terminator-style SkyNet attacking the planet. Nor is it specifically targeted at preventing terrorists from bringing down global networks. “It’s not about security, it’s about the robustness of the code,” Shehory explains, although he suggests that since SHADOWS can identify problems as they start to brew, it may allow programmers to jump into action if they sense a cyber-attack is imminent.

SHADOWS is sophisticated but doesn’t require any changes to existing legacy computer systems – it can sit alongside those programs monitoring their action and only start working its magic when it detects something awry. Shehory hopes, however, that programmers will speed things up by manually inserting “comments” when they write the software that can direct SHADOWS to look at, say, only 10,000 rather than a million lines of code.

The genesis of SHADOWS was a proposal IBM in Israel made to a European Union program that promotes collaboration in research and technology across Europe. Eight other partners joined IBM in the three-year, $5 million project – major universities including the University of Potsdam in Germany and the Brno University of Technology in the Czech Republic, and technology heavyweights such as Phillips Electronics of the Netherlands and the Spanish phone carrier Telefonica, which provided a case study on the use of the SHADOWS technology. The EU pays for 50 percent of the project with the IBM lab responsible for the other half.

Despite the innovation, SHADOWS is not yet ready for prime time – it’s more a general research-oriented framework than an actual, saleable product – although parts of it may be commercialized. Each partner in the project owns its own intellectual property should a marketable solution ultimately be developed.

In the meantime, Shehory is considering applying for a second stage grant to address the technology’s biggest limitation: The resistance of the people who write the computer systems that need SHADOWS to inserting machine-generated code automatically into their babies.

“The psychological effect is very strong,” Shehory admits. “If SHADOWS writes some new code, the programmer might be hesitant, thinking ‘can I trust this, will it work properly?’ “The solution may be as simple as adding a feature that “recommends” the change, allowing the engineer to decide whether or not to accept it.

Still, Shehory says, “we’re trying to find technical ways to address this difficulty without human intervention.” Software – heal thyself.

This article originally appeared on Israel21c.

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My Day with the iPad

June 30, 2010

Last week, I hired a team to design and build a cool new iPad app for me (more on that in the coming weeks). The problem was that, at the time, I’d never actually held or used an iPad. So I was truly delighted when my friend Mitch Simon, who runs a successful coaching business […]

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Free Phone Calls: a PokeTalk Update

June 4, 2010

In January 2009, I wrote an article for Israel21c about PokeTalk, a then new startup offering free VoIP calls using regular phone lines. I bumped into the company’s founders Shai Genish and Boaz Bahar Wednesday night at a meeting of the TechAviv Founder’s Forum and I thought I’d share the original article with you here […]

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