Startup Targets Texting While Driving

Chuck Serapilio’s Cellution is a Rochester, NY-based wireless company that is trying to discourage customers from using their wireless devices, at least while drivign. Cellution's latest product aims to stop drivers, especially cell-happy teens, from texting while driving.

Developed with researchers at the University of Utah, Cellution's Key2SafeDriving disables a cell phone while its owner is driving. Key2SafeDriving is an easy to install, mobile phone application and hardware Activator. When the car's engine is turned on, the phone is automatically switched to Safe Driving Mode, which limits access to phone features based on a user’s profile.

Texts and incoming calls can be blocked and receive an automatic response, and the driver cannot opt-out. Parents can control a Key2SafeDriving system with a pass code.

Key2SafeDriving was developed for corporate clients to encourage their employees to drive more safely, but being the father of two young kids, Serapilio realized the value of selling it directly to families. "It's not enough to tell your kids not to do it. Technology is technology and kids are kids," he comments.

Several studies cited in this article validate, once again, the inherent danger of texting and talking while driving: using a cell phone reduces brain activity focused on driving by 37% (Carnegie Mellon); crashes are four times more likely by drivers using hand-held devices (Insurance Institute for Highway Safety); and using a cell phone while driving diminishes reaction times comparable to 0.8 blood alcohol, according to research by the University of Utah.

Despite horrific PSAs such as this, the number of young (and not so young) drivers using hand-held phone continues to increase. Some 25 U.S. states have banned texting while driving. The National Safety Council estimates that 28% of crashes in America, or 1.6 million per year, are caused by cell phone use, either talking or texting.

Sprint, taking a tongue in cheek approach, recently promoted thumb socks to discourage texting on the road. How long before auto and wireless brands team up to discourage their co-use? Until they do, the Key2SafeDriving system costs families about $100, but could prove priceless in saving their kids' lives.