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Calling Up Road Safety!

01 October 2009

A TEES Valley firm is targeting motorists with innovative mobile phone technology that aims to make the nation’s roads safer.

The downloadable Speed Conscience software from Newton Aycliffe based Enablecom warns drivers with GPS enabled phones when they are speeding. Ultimately the technology will communicate with the vehicle’s electronic system to physically slow the car.

The company aims to generate £4.5m in five years from licensed users of the software and through leasing of intelligent speed limiter devices.

Although similar technology exists, largely available on in-car navigation systems, none has so far mapped the entire UK road network. Enable claims to have close to 90% of UK roads covered.

The Speed Conscience software and the Intelligent Speed Limiter device is being targeted at fleet managers and individual motorists.

The technology - known as Intelligent Speed Adaptation (ISA), which uses satellite global positioning and digital road maps to detect local speed limits - is already installed in some commercial vehicle fleets and has been trialled by Transport For London on all roads inside the M25.

The company is working with Zeta Automotive, the UK’s leading independent supplier of electronic vehicle control systems, to offer an approved intelligent speed limiter which limits the speed of the vehicle to the indicated road speed limit. It is thought the system will be available early in the new year.

Gary Martin, a partner with Enablecom, said: “It’s estimated that if 10% of vehicles were fitted with intelligent speed limiters, then it would have a widespread effect on traffic speed because other drivers would have to slow down behind them.

“The intelligent speed limiter will be a bit of a marmite thing, drivers are either going to love them or hate them.

“Petrol-heads think they will make people drive like zombies but there’s a lot of people who want something that will warn or prevent them from speeding, especially on unfamiliar roads.”

Enablecom, which has built up 20 years’ experience in business application software, estimates 150,000 downloads of the software over the next five years - approximately 0.5% of all drivers.

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