Safe Driving Systems, LLC | Safe Driving Systems Privacy Policy

Safe Driving Systems, LLC. (”SDS”) is committed to protecting the privacy and security of your personal information. This Privacy Policy (“Policy”) describes the personal information we may collect about you, how we may use it, when we may disclose it, how we safeguard it, and how you may access it and control its use in connection with our marketing communications. The policy also provides other important privacy information and describes when and how we may change this policy and how to contact us with any questions or comments.

COLLECTION, USE, DISCLOSURE, AND SECURITY OF PERSONAL INFORMATION

Personal Information

This policy applies to personally identifiable information (“personal information”), which is information that we directly associate with a specific person or entity (for example, name; addresses; telephone numbers; call records; wireless device location). Personal information does not include “anonymous” or “aggregate” information – neither of which are associated with a specific person or entity.

Collection of Personal Information

We collect personal information about you when you use our services or otherwise interact with us. Such information includes:

Information you provide. We collect personal information when you sign up for and use our services, and when you e-mail, call, or otherwise communicate with us. For example, we may collect personal contact, billing, and credit information when you sign up for voice or data services or purchase other products or services. We may also collect personal information when you call or e-mail our customer service representatives, enter information on our Web sites, submit survey responses, pay for service, or submit a job application or résumé. If you provide personal information to us in connection with a co-sponsored Web site, this policy will apply to our use of the information and the co-sponsor’s policy will apply to their use of the information.
Information automatically collected. We automatically collect certain information, some of which may be associated with personal information, whenever you use our services or Web sites. For example, our systems capture details about the type and location of wireless device(s) you use, calls and SDS-specific text messages you send and receive, and other data services you use (for example your Bluetooth headset). When your Web browser or other communication device accesses our Web sites, we automatically receive certain information, such as your IP address, browser type, date and time, and the Web page you visited before visiting our site. Our network also automatically captures necessary routing information when you use our services to access the Internet.
Information from other sources. We may also obtain personal information about you from other sources. We may obtain updated address information from our shippers or other vendors. We may also purchase personal information (for example, e-mail lists, postal mail lists, demographic and marketing data) from others.

Use of Personal Information

We use personal information for a variety of business purposes, including for example, to complete transactions and bill for products and services; verify your identity; respond to your requests for service or assistance; anticipate and resolve actual and potential problems with our products and services; create and improve products and services; suggest additional or different products or services; make internal business decisions about current and future offers; provide personalized service and user experiences; and protect our rights and property. If you submit a job application or résumé, we use personal information to communicate with you and, subject to applicable law, evaluate your qualifications for employment. We may also use personal information to contact you about SDS or third-party products, services, and offers that we believe you will find of interest. We may contact you by telephone, postal mail, e-mail, or other methods. You may opt-out of receiving marketing communications from us at any time as outlined below in Choices Regarding Use of Your Information.

Disclosure of Personal Information

We do not sell, rent, or otherwise provide your personal information to unaffiliated third-parties (parties outside the SDS corporate family) to market their services or products to you. We may, however, disclose your personal information to unaffiliated third-parties as follows:

With your consent. We may disclose personal information about you to third-parties with your consent. We may obtain your consent in several ways, such as in writing; online, through “click-through” agreements; orally, including through interactive voice response; or when your consent is part of this policy or the terms and conditions pursuant to which we provide you service. Your consent is sometimes implicit. For example, if you purchase a product and ask that it be shipped to your home, you implicitly consent to our disclosure of your name and address to a third-party shipping company to complete delivery.
To the primary account holder. We may disclose personal information of an account user to the primary account holder (the party financially responsible for the account). If a business, governmental agency, or other individual obtains service for you, that entity or individual is our customer, and we may provide personal information about you or your use of the service to them or others at their direction. When you are the primary account holder, but you receive special or discounted pricing, terms, or other benefits through another party’s agreement with us (for example, an employee discount), we may provide enough personal information to that party to verify your initial and continuing eligibility for benefits under their agreement with us and to calculate any associated discounts.
Transaction processing. We may disclose personal information to third-parties who complete transactions or perform services on our behalf (for example, billing, shipping, customer service, and marketing), transactions on your behalf (for example, verification of your account information at your request to some third-party business), or transfers related to your service (for example, number portability). We typically restrict by contract the manner in which these third-parties may use and disclose personal information about you without your consent.
Third-party services. Your personal information may be disclosed when the use of our services allow you to take advantage of services and products offered by other companies.
Business transfers. We may disclose personal information as part of a corporate business transaction, such as a merger or acquisition, joint venture, corporate reorganization, financing, or sale of company assets, or in the unlikely event of insolvency, bankruptcy, or receivership, in which personal information could be transferred to third-parties as a business asset in the transaction.
Legal process & protection of SDS and others. We may disclose personal information or communications where we believe in good faith such disclosure is necessary to comply with the law or respond to legal process (for example, lawful subpoena, court order, E-9-1-1 information); to enforce or apply agreements; to initiate, render, bill, and collect for services and products; to protect our rights or property; in connection with claims, disputes, or litigation; to protect users of our services and other carriers or providers from fraudulent, abusive, or unlawful use of, or subscription to, such services; to facilitate or verify the appropriate calculation of taxes, fees, or other obligations due to a local, state, or federal government; or if we determine disclosure is necessary in an emergency situation.

Security and Retention of Personal Information

We use a variety of physical, electronic, and procedural safeguards to protect personal information from unauthorized access, use, or disclosure while it is under our control. For instance, when you provide sensitive information (such as credit card numbers) to our Web sites, we use transmission encryption technologies like Secure Socket Layer (SSL). Although we cannot guarantee that loss, misuse, or alteration of your personal information will not occur, we strive to prevent such occurrences.

Our practices and procedures are designed to limit personal information access to those SDS employees and agents with a legitimate need to access such information. SDS employees are bound by confidentiality obligations and our Code of Conduct, which obligate them to protect the confidentiality of our customers’ personal information. Violations subject employees to disciplinary action, up to and including termination.

We retain personal information for as long as we have a business need or as applicable laws, regulations, or government orders require. When we dispose of personal information, we use reasonable procedures to erase or render it unreadable (for example, shredding documents and wiping electronic media). We will make reasonable attempts to notify you if we determine that a security breach involving your personal information has occurred and creates a risk of identity theft or service disruption, or as otherwise required by law.

Access to Your Information

You may access and modify your contact information by visiting my.SDS.com or a SDS retail store, or by contacting Customer Service. We will make good faith efforts to resolve requests to correct inaccurate information except where the request is unreasonable, requires disproportionate technical effort or expense, jeopardizes the privacy of others, or would be impractical.

Choices Regarding Use of Your Information

We want to provide you with meaningful choices regarding our marketing communications and you may choose to limit or opt-out of certain communications from SDS at any time. While you may elect not to receive marketing information from us, if you subscribe to our services or buy our products, you will continue to receive invoices, customer-service and transactional notices, and similar communications.

* If you are an SDS customer and you manage your account online, you can change your marketing preferences by logging into your my.SDS.com profile;

* If you are not an SDS customer and would like to opt-out of marketing communications from SDS, you can do so by completing our non-customer opt-out form; and

OTHER PRIVACY INFORMATION

Cookies, Web Beacons, and Similar Technologies

We may use cookies (small data text files placed on your computer or device) or similar technologies to identify the computer or device and record your preferences and other data so that our Web sites can personalize your visit(s). We may also use information collected from cookies to improve our sites, make recommendations, and complete transactions you request. You may be able to set your browser(s) to reject cookies or delete cookies, but that may result in the loss of some functionality on our sites. We may also use Web beacons (small graphic images on a Web page or an HTML e-mail) to monitor interaction with our Web sites or e-mails. Web beacons are generally invisible because they are very small (only 1-by-1 pixel) and the same color as the background of the Web page or e-mail message. If we combine or link cookie or Web beacon information with personal information, we will treat the combined or linked information as personal information under this policy. We may employ third-parties to place advertisements about our products and services on other Web sites. The use of cookies, Web beacons, or similar technologies by such third-parties is subject to their privacy policies – not this policy.

We provide password protected online access to your account information through my.SafeDrivingSystems.com. For multi-user accounts, the primary account holder is authorized to access online account information for all the devices on the account. Other users may generally access online account information related only to their respective device (for example, if a parent provides a device to their teenaged child, the teen may access online information about that device). The primary account holder, however, may designate additional or more limited access rights for other users.

Customer Service Monitoring

We may monitor and record phone calls, e-mails, or other communications between you and our Customer Service representatives or other employees for training and quality assurance purposes and to review specific transaction requests.

Directories

We do not publish directories of our customers’ wireless numbers. Nor will we provide or make such numbers available to third-parties for listing in their public directories, without the customer’s prior consent.

Forums and Chat Rooms

If you use or link to a public forum, bulletin board, chat room, or social network on or from a SDS Web site, be aware that any personal information you submit can be read, collected, or used by other users of these forums, including to send you unsolicited messages. We are not responsible for access to or use of personal information you choose to submit or share with others.

Location-Based Services

Our network detects your device’s approximate location whenever it is turned on (subject to coverage limitations). We may use this technology to disclose, without a user’s consent, the approximate location of a wireless device to a governmental entity or law enforcement authority when we are served with lawful process or reasonably believe there is an emergency involving risk of death or serious physical harm.

With your consent, we may also provide location-based services or provide third-parties access to approximate location information so they may provide such services to you. You should carefully review the specific SDS terms and conditions applicable to your use of location-based services for any special privacy implications or rules. You should also carefully review the privacy policies and other terms of third-parties with whom you have authorized the sharing of your location information, and you should consider the risks involved in disclosing your location information to other people. Where a wireless device user requests that their location information be revealed to other persons (through a SDS application or a third-party application you place on your device), the wireless device user will be provided options for managing when and how such information should be shared (except in the case of certain parental controls or similar services associated with enterprise or multi-line accounts, which may be managed solely by the primary account holder or their designee). SDS follows the CTIA’s Best Practices Guidelines for Location-Based Services

Network Information Storage

Some devices may automatically upload to SDS network servers information you have stored on the device in order to facilitate specific functions; for instance, Key2SafeDriving profile and policy settings. We may also provide you the ability to upload other information from your device to SDS network servers. Uploaded information will not be used by SDS for purposes other than as disclosed in connection with those services, this Privacy Policy, or applicable Terms and Conditions, and will not be shared with third-parties for their use, without your prior consent.

Services and functionality offered through certain devices are provided in conjunction with other entities. As a result, personal information from your devices may be uploaded and stored on their servers. For instance, SDS Assurance Gateway services are provided in conjunction with your insurance provider, and personal information may be stored on their servers as part of this opt in service. Their specific terms and conditions, terms of use, and privacy polices apply to those services.

Other Governing Terms

This policy does not modify or alter any applicable agreement you have with SDS. For example, our Terms of Use govern your use of our Web sites. Additionally, if you use our products or use or subscribe to our services, our SDS Terms and Conditions, one or more applicable service agreements, and certain other terms may apply to your use, purchase, or subscription. If this policy conflicts with any portion of those terms and agreements, those terms and agreements govern to the extent of the inconsistency.

Protecting Your Own Personal Information

You play an important role in ensuring the security of personal information, including protecting against unauthorized access to your device. Many devices store information both in the phone and on the SIM card. Therefore, before discarding, trading in, or giving away your device, be sure you remove and retain your SIM card and follow the manufacturer’s instructions for deleting personal information or other data on the device. (This can be found in your owner’s manual or on the manufacturer’s Web site.) If you provide a third-party access to your device, you should understand that personal information will remain on the device and may be accessible, deleted, altered, or transferred to another device or our network servers by the person using the device, and that we will treat that user as you for purposes of this policy.

We encourage you to use passwords to prevent unauthorized access to your device, your online account, and your voicemail. You may also establish an optional password to identify yourself during calls with our Customer Service representatives. We recommend that you use unique, non-obvious passwords, that you periodically change your passwords, and that you not share your passwords with others. Notify us immediately if you believe your device has been lost or stolen or if you believe your personal information has been accessed without your consent.

Third-Party Applications for Your Devices

When you install third-party applications (for example, programs, widgets, etc.) on your device, you may give your consent for the third party to access certain information you have stored on your device (for example your contact list). You may also give your consent for the third party to access information stored on SDS’s network to facilitate the application’s functions. In either case, the manner in which such third-parties may use, share, or disclose such information is governed by their terms and conditions and their privacy policy – not this policy.

Wireless Communications Security

We cannot guarantee that your communications using our services or devices will be private or secure. Although it is illegal for unauthorized persons to intercept or access your communications or information, such interceptions or access can occur.

POLICY UPDATES AND CONTACT INFORMATION

Changes to This Policy

We may update this policy if we materially change our practices or if legal or regulatory changes require it. If we decide to use or disclose personal information in a way that is materially different from that which was stated in this policy at the time the personal information was collected, we will notify you by posting notice of the change on our Web site’s home page for at least 30 days before we implement that change and will give you an opportunity to opt-out of the proposed use or disclosure of previously collected personal information. You should refer to this policy often for the latest information and the effective date of any changes.

How to Contact Us

If you have any questions or comments about this policy or about SDS’s privacy practices, please call Customer Service at 801.810.5273 or send an Email message to support@safedrivingsystems.com. You may also direct your privacy-related comments or questions to the address below:

Safe Driving Systems, LLC.
Attn: Privacy Department
695 North 900 West, Suite 8
Kaysville, Utah 84039

Success Stories

“I am very impressed with this product. You have done a great job! I like the fact that it takes the decision away from me as to whether or not to use my cell phone safely and gives it to the ignition switch of the car.”

Steve Dziadik, author of How's My Driving? Why every other driver doesn't seem to have a Clue

"I look back, who knows? If I had the device like that, it'd save people's lives and changed my life. The system is priceless."

Reggie, Salt Lake City, Utah

Safe Driving Systems Invited to Assist Government Initiatives to Ban Texting while Driving

Department of Transportation Distracted Driving Summit 2010 to determine the best ways to reduce the number of crashes and deaths due to distracted driving

SALT LAKE CITY and Washington DC—Sept. 21, 2010— Safe Driving Systems, LLC. (www.safedrivingsystems.com) today announced it will be among the few technology companies invited to attend the Distracted Driving Summit 2010 this week in Washington, DC. The purpose of the conference in our Nation’s Capital, will be to address the dangers of text-messaging and other distractions behind the wheel. Summit attendees include senior transportation officials, elected officials, safety advocates, and law enforcement representatives. Safe Driving Systems is committed to supporting government and industry initiatives to curb this growing problem. .

“Our objective at the summit is to listen, learn, and determine better ways our product, Key2SafeDriving™, can support the laws, policies and solutions that are proposed at the summit,” said Mike Fahnert, Safe Driving Systems CEO. “For example, we have already made product enhancements that will allow our full solution to interact with fleet management and dispatch systems, as well as other online service. Our flagship product, Key2SafeDriving™, will allow third-party service providers to enable their products with our patent pending technology, which prevents texting or talking on the phone while driving.”

“The Key2SafeDriving™ has been architected in such a way that it can take advantage of existing infrastructure such as the car’s onboard Bluetooth capabilities to provide a custom solution for our different consumers. For concerned parents the objective is to safeguard their teenage driver. Corporate fleet managers are interested in reducing risk and liability caused by in-cab distractions. Key2SafeDriving™ immediately removes the distraction caused by cell phone use, at the same time simplifying emergency calls. By removing the distraction of cell phone calls and text messaging while driving, our technology provides the peace of mind and industry compliance that both parents and business owners need.”

Key2SafeDriving™ is available on BlackBerry, Windows Mobile, and Nokia phones; and will soon be available on Android handsets.

About Safe Driving Systems

Safe Driving Systems, LLC. is a leading solution that reduces cell phone related driving distractions. Safe Driving System’s flagship product, Key2SafeDriving™, is an easy to install, cost effective, profile-driven system for limiting cell phone usage while driving. Key2SafeDriving reroutes calls directly to voice mail and sends automated text message responses saying that the driver will respond when they have safely reached their destination.

For more information, visit: www.safedrivingsystems.com. You can also follow Safe Driving Systems on Twitter.

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PR Contact:
Safe Driving Systems
Mike Fahnert
801-810-5273
mfahnert@safedrivingsystems.com

Texting While Driving: Danger Eliminated with New Technology

Key2SafeDriving is now available for BlackBerry, Windows Mobile, and Symbian mobile phones

SALT LAKE CITY and LAS VEGAS—March 22, 2010— Safe Driving Systems, LLC. (www.safedrivingsystems.com) will demonstrate how to eliminate the dangers of mobile phone calls and texting while driving using Key2SafeDriving™ at the International CTIA Wireless 2010® show.

Key2SafeDriving is available for general release for BlackBerry®, Windows Mobile® and Symbian™ powered mobile phones. Other operating systems and phones will be available in upcoming versions.

Key2SafeDriving uses easy to install handset software and a plug-and-forget Activator™ that installs in the vehicle without tools.

Activated when the car starts, Key2SafeDriving automatically puts the mobile phone into Safe Driving Mode™, disabling its ability to send or receive calls or text messages. It monitors, reports and regulates mobile phone activity while driving. Incoming calls go directly to voicemail and incoming text messages are sent an automated reply indicating the recipient is driving and will respond later.

Emergency call functionality is always enabled while the phone is in Safe Driving Mode, allowing the person to place emergency 911 or other pre-determined phone calls.

“Our number one goal is to help save lives by empowering parents, business owners and fleet managers with tools to eliminate mobile phones as a driving distraction and giving them peace-of-mind when their teenagers and employees are behind the wheel,” said Mike Fahnert, Safe Driving Systems CEO.

Annually, mobile phone use causes 636,000 car accidents, more than 2,600 deaths, and costs an estimated $43 billion according to the Harvard Center of Risk Analysis. A recent study by Virginia Tech estimated 80 percent of all automobile accidents are caused by some form of driver distraction. Mobile phone use is listed as the top source of driver distraction.

Key2SafeDriving enforces the mobile phone policies established by an administrator such as parents or fleet managers. It has a reporting mechanism that notifies administrators if certain events occur while in Safe Driving Mode. For example, if a person tries to send a text or make a call, attempts to tamper with the product, or dials 911, the administrator is immediately notified with a text message alert.

Additionally, Key2SafeDriving is immediately available to value-added resellers (VARs), wireless carriers and retailers. Key2SafeDriving is available to consumers now for $99.95 with no annual subscription fees directly from Safe Driving Systems at http://safedrivingsystems.com/purchase/.

For a complete list of compatible phones or for more information on Key2SafeDriving, visit www.safedrivingsystems.com.

Safe Driving Systems will demonstrate Key2SafeDriving’s capabilities at the International CTIA Wireless 2010 Show on Tuesday, March 23 through Thursday, March 25 in the Safe Driving Solutions Pavilion, booth #6074.

About Safe Driving Systems

Safe Driving Systems, LLC. is a leading solution that reduces cell phone related driving distractions. Safe Driving System’s flagship product, Key2SafeDriving™, is an easy to install, cost effective, profile-driven system for limiting cell phone usage while driving. Key2SafeDriving reroutes calls directly to voice mail and sends automated text message responses saying that the driver will respond when they have safely reached their destination.

For more information, visit: www.safedrivingsystems.com. You can also follow Safe Driving Systems on Twitter.

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PR Contacts:

Safe Driving Systems

Mike Fahnert

801-810-5273

mfahnert@safedrivingsystems.com

SageCreek Partners Prepares Key2SafeDriving for Industry Launch

-Operations, financial and go-to-market strategy essential to “mentor capital” relationship with Safe Driving Systems-

SALT LAKE CITY— February 1, 2010—SageCreek Partners, a consulting company that provides mentor capital for growing companies, has partnered with Safe Driving Systems in preparation for its national launch. Safe Driving Systems provides a patented solution to prevent cellphone related distractions. The Key2SafeDriving™ system routes calls to voicemail when the user is driving and prevents outgoing calls and texts to anyone but 911 or numbers such as the home or a parent.

Each year, 21 percent of fatal car crashes involving teenagers between the ages of 16 and 19 were the result of cell phone usage. This result is expected to grow as much as 4 percent every year. By implementing K2SD, drivers significantly reduce the risk of injuries and fatalities distracted driving can cause.

“Our technology is saving lives while providing the peace of mind parents and business owners need,” said Mike Fahnert, Safe Driving Sytems CEO. “We’ve spent more than a year preparing Key2SafeDriving technology for widespread release to the market. As we prepare for our national launch it is critical not only that our product be rock solid, but also that we have a strong operational, financial and go-to-market strategy in place. The SageCreek model gives us the help of an experienced executive team that has accomplished these goals many times. Our partnership with SageCreek will get us to market as quickly as possible while protecting our needs to stay within the limits of our start-up company funds.”

“We are extremely pleased to work with Safe Driving Systems,” said Russ Warner, Managing Director of SageCreek. “The product will save lives and is urgently needed in today’s market. It answers a critical and pervasive cultural need, which makes this an ideal company for SageCreek Partners to represent.”

For more information about SageCreek Partners, please visit www.sagecreekpartners.com or follow us on Twitter at http://twitter.com/SageCreekPartnr.

About Safe Driving Systems

Founded in 2009, Safe Driving Systems™ is leading the charge for technology based solutions to reduce cell phone related driving distractions. Safe Driving System’s flagship product, Key2SafeDriving™ (K2SD), is an easy to install, cost effective, profile-driven system for limiting cell phone usage while driving. K2SD reroutes calls directly to voice mail and sends automated text message responses saying that the driver will respond when they have safely reached their destination.

About SageCreek Partners

SageCreek Partners is creating and driving a new category of service: Mentor Capital. Working as a companion to technology companies and their investment partners and boards, SageCreek Partners is comprised of seasoned executives in the U.S., EMEA and Latin America.

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PR Contacts:

Safe Driving Systems

Mike Fahnert

801-810-5273

mfahnert@safedrivingsystems.com

Key2SafeDriving for Windows Mobile Now Shipping

Distracted driving is attributed to 2,600 deaths and 330,000 injuries annually;
Safe Driving Systems’ technology provides a single solution for parents, insurers and fleets.

SALT LAKE CITY— November 30, 2009—Safe Driving Systems™ today announced immediate availability of their flagship product, Key2SafeDriving™. The company will begin shipping the Windows Mobile version of Key2SafeDriving™ to pre-order customers and business partners today. This product release for Windows Mobile will be quickly followed by versions for Blackberry and Symbian phones.

Key2SafeDriving™ is a patent pending, customizable technology that eliminates distracted driving from cell phone use by eliminating access to calls and text messages when the user is driving.

“Our primary focus with Key2SafeDriving™ is saving lives” said Mike Fahnert, CEO of Safe Driving Systems. “By removing the distraction of mobile phone calls and text messaging while driving, our technology provides the peace of mind and industry compliance that both parents and business owners need. We are excited about this release of our Windows Mobile product and expect to be shipping our Blackberry and Symbian products before the end of the year.”

“With numerous states implementing strict laws related to cell phone usage while driving, our Key2SafeDriving technology provides a single solution for anyone wanting eliminate the temptation to use their cell phone while driving”

Each year, 21% of fatal car crashes involving teenagers between the ages of 16 and 19 were the result of cell phone usage. This result is expected to grow as much as 4% every year. By implementing Key2SafeDriving™, drivers significantly reduce the risk of distracted driving related injuries and fatalities.

K2SD’s features include:

Easy implementation- Key2SafeDriving™ can be installed in just a few minutes and no tools are required.
Safe Driving Mode™- When the user is driving, the cell phone immediate goes into Safe Driving Mode™. It sends calls directly to voice mail and texts are queued for access when you are not behind the wheel.
Emergency use enabled – When the phone is in Safe Driving Mode™, it is still able to make calls to 911 and other emergency calls to select numbers.

About Safe Driving Systems

Founded in 2009, Safe Driving Systems™ is leading the charge for technology based solutions to reduce cell phone related driving distractions. Safe Driving System’s flagship product, Key2SafeDriving™ (K2SD), is an easy to install, cost effective, profile-driven system for limiting cell phone usage while driving. K2SD reroutes calls directly to voice mail and sends automated text message responses saying that the driver will respond when they have safely reached their destination.

For more information on Key2SafeDriving™ or to reserve yours now, visit www.safedrivingsystems.com.

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PR Contact

Safe Driving Systems
Mike Fahnert
801-984-8070
mfahnert@safedrivingsystems.com

Key2SafeDriving Solution Highlighted at FCC Distracted Driving Workshop

Federal Communications Commission asked Safe Driving Systems to present Key2SafeDriving solution at government workshop to explore technology innovations that may eliminate the problem of distracted driving.

SALT LAKE CITY – November 20, 2009 – Safe Driving Systems™ will be among the few technology companies invited to attend the FCC Distracted Driving Workshop today in Washington, DC. The purpose of the workshop in our Nation’s Capital will be to explore technology innovations and applications that may eliminate or significantly reduce the problem of distracted driving as well as ways to educate the public about such dangerous behavior. The workshop will include presentations and panel discussions by technology solutions developers, network operator and mobile phone manufacturers, insurance providers, and independent watchdog groups. Safe Driving Systems is committed to developing easy, economical, and effective solutions to this growing problem, and is honored to be included in this important public discussion.

“There is an obvious need for more awareness of the dangers of distracted driving,” said Mike Fahnert, Safe Driving Systems’ CEO. “Many people don’t make the dangerous connection between texting and driving. Some have even described it as an addition. Our objective at this workshop is to make people aware that there are technological solutions that can help remove the temptation.”

“We believe that the most direct approach to reducing the distractions caused by mobile phones is to equip the phone itself with the ability to self regulate. The Key2SafeDriving™ solution combines the basic intelligence in the phone with awareness of what’s happening with the car. In this way, the phone ‘knows’ to selectively restrict functionality when the car is running.”

At this Distracted Driving Workshop, Mike Fahnert will present the unique Key2SafeDriving™ approach to reducing the distractions caused by mobile phones. Key2SafeDriving™ is a profile driven and contextually aware solution that can distinguish between a driver and a passenger and change restrictions accordingly.

The FCC workshop follows other recent federal events aimed and reducing distractions while driving. Safe Driving Systems also attended the recent Distracted Driving Summit sponsored by Department of Transportation in September.

About Safe Driving Systems

Founded in 2009, Safe Driving Systems™ is leading the charge for technology based solutions to reduce cell phone related driving distractions. Safe Driving System’s flagship product, Key2SafeDriving™ (K2SD), is an easy to install, cost effective, profile-driven system for limiting cell phone usage while driving. K2SD reroutes calls directly to voice mail and sends automated text message responses saying that the driver will respond when they have safely reached their destination.

For more information, visit: www.safedrivingsystems.com.

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PR Contact

Safe Driving Systems, LLC
Mike Fahnert
801-984-8070
mfahnert@safedrivingsystems.com

Safe Driving Systems Supports Government and Industry Initiatives to Ban Texting While Driving

Department of Transportation Distracted Driving Summit 2009 to determine the best ways to reduce the number of crashes and deaths due to distracted driving

SALT LAKE CITY–September 28, 2009–Safe Driving Systems™ today announced it will be among the few technology companies invited to attend the Distracted Driving Summit 2009 this week in Washington, DC. The purpose of the two-day conference in our Nation’s Capital, will be to address the dangers of text-messaging and other distractions behind the wheel. Summit attendees include senior transportation officials, elected officials, safety advocates, and law enforcement representatives. Safe Driving Systems is committed to supporting government and industry initiatives to curb this growing problem.

“Our objective at the summit is to listen, learn, and determine better ways our product, Key2SafeDriving™, can support the laws, policies and solutions that are proposed at the summit,” said Mike Fahnert, Safe Driving Systems CEO. “For example, we have already made product improvements to support the automakers’ recent efforts to prevent Distracted Driving through the use of Bluetooth hands free technology. Our flagship product, Key2SafeDriving™, will identify the automaker’s Bluetooth signal and use it to enable Safe Driving Mode™ which prevents texting or talking on the phone while driving.”

“The Key2SafeDriving™ has been architected in such a way that it can take advantage of existing infrastructure such as the car’s onboard Bluetooth capabilities to provide a custom solution for our different consumers. For concerned parents the objective is to safeguard their teenage driver. Corporate fleet managers are interested in reducing risk and liability caused by in-cab distractions. Key2SafeDriving™ immediately removes the distraction caused by cell phone use, at the same time simplifying emergency calls. By removing the distraction of cell phone calls and text messaging while driving, our technology provides the peace of mind and industry compliance that both parents and business owners need.”

Key2SafeDriving™ is currently undergoing early product evaluations with select customers and will begin shipping to pre-order customers in October.

Founded in 2009, Safe Driving Systems is leading the charge for technology based solutions to reduce cell phone related driving distractions. Safe Driving System’s flagship product, Key2SafeDriving (K2SD), is an easy to install, cost effective, profile-driven system for limiting cell phone usage while driving. K2SD reroutes calls directly to voice mail and sends automated text message responses saying that the driver will respond when they have safely reached their destination.

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PR Contact
Safe Driving Systems
Mike Fahnert
801-984-8070
mfahnert@safedrivingsystems.com

Life-saving Companies are Among 23 Started This Year Through U of U Research

The 2009 fiscal year-end results for the generation of new businesses prove what many economists have long claimed, that the University of Utah (the U of U) is an economic engine for the state of Utah.

(Media-Newswire.com)–July 16, 2009–Twenty-three companies were created from technologies developed at the university within the last fiscal year. These companies, which include the first startup company for the state’s Utah Science Technology and Research initiative (USTAR), not only help move research forward through the licensing revenue they bring in, but they also provide jobs for the people of Utah and help strengthen the economy in the state.

“The fact that the university is performing so well in a down economy illustrates the strength of the model being developed at the University of Utah,” said Brian Cummings, assistant vice president in charge of the Technology Commercialization Office ( TCO ). “The success is due to the alignment of the stakeholders that are so actively involved in the commercialization process.”

This year’s startup companies include a variety of life-saving therapeutics, clean energy systems, breakthrough medical devices and software that aims to solve complex issues from animation and imaging to eliminating texting while driving.

At any given time, about 10 percent of teenagers who are driving are talking or texting. Studies show drivers using cell phones are about four times more likely to get in a crash than other motorists. This is according to “Key2SafeDriving” co-inventor Xuesong Zhou, an assistant professor of civil and environmental engineering who co-invented the key with Dr. Wally Curry. Together, Curry and Zhou have developed a user-friendly, profile-driven key system that limits cell phone use while driving. The device makes it so that drivers can’t talk or text while driving, unless they need to make an emergency 911 call. Only a year ago, the technology was a simple idea in the head of a worried father. The Key2SafeDriving is a prime example about how, with the right collaboration and the right, experienced entrepreneur a simple idea can be converted to a commercial product in a very short timeframe. Accendo has licensed the technology and funded the startup, Safe Driving Systems, to develop the product and take it to market.

The year’s metrics suggest that investment in the Utah Science Technology and Research initiative ( USTAR ) is paying off for Utah. In February it was announced that the U of U and Headwaters, Incorporated entered into a joint venture called Headwaters Clean Carbon Services. The new venture will offer carbon management services-from carbon storage engineering to risk and liability management-to carbon dioxide-emitting companies. While global concerns about the effects of carbon dioxide emissions are reaching a tipping point, many experts believe storage of the greenhouse gas is one of the best ways to significantly decrease emissions without adversely impacting our standard of living. The University of Utah launched two USTAR companies in fiscal year 2009, including Headwaters Clean Carbon Services and TheraTarget.

Marrek, Inc., another one of this year’s startup companies, was created to meet the large and growing demand for technologies to guide the treatment of an abnormal heart rhythm known as atrial fibrillation. The company’s objective is to automate and package guidance systems for installation in hospitals around the world, in addition to offering patient assessment as a remote service. More than 14 million Americans experience abnormal heart rhythms, and in 4-5 million of these people this arrhythmia is atrial fibrillation, which is characterized by an irregular and usually very rapid heartbeat. An interdisciplinary team of physicians and medical imaging experts led by U of U cardiac electrophysiologist Nassir Marrouche, M.D., is developing techniques based on magnetic resonance imaging that can characterize the stage of disease in patients with atrial fibrillation and guide the physician in selecting viable treatment – or retreatment – options such as catheter ablation.

“The University of Utah’s innovative culture continues to bring new technologies and ideas to enhance Utah’s economy,” said University of Utah Vice President of Technology Venture Development, Jack Brittain. “The fact that this university is a nationwide leader in startup company creation is a great credit to the people involved and their ability to engage both the business and financial communities throughout the state.”

The University of Utah Companies Announced for 2009

BlackRock is a new entity that provides enabling tools for the neuroscience, neural engineering and neuroprosthetics research and clinical community worldwide.
Branching Tree is developing drug delivery products using injectable thermogels.
Energence Partners is a new energy and environmental company that accelerates the selection and implementation of breakthrough technologies.
Ergonomic Tool Development manufactures a tool for loosening metal rods to check for natural gas leaks or other pipeline problems.
H20 Tech is developing a new process of wastewater clean-up using electro-biochemical technology.
Headwaters Clean Carbon Services is a joint venture between the University of Utah and Headwaters, Incorporated that is focused on developing carbon capture and storage projects and developing carbon-neutral power plants.
HiFunda is a technology company that aims to use magnetostrictive materials to generate electricity from ocean waves.
Honde is a Chinese joint venture that created the Utah-Wuxi Taihi Institute of Environmental Research ( UTIER ) to focus on remediation of lakes and waterways in China.
Integratech hopes to develop a new screening system for the development of new drugs against HIV.
JSK Therapeutics is developing novel anti-cancer drugs using an approved compound to inhibit the growth of cancer cells, a paradigm shift in cancer therapy.
Safe Driving Systems is commercializing a cost-effective device, Key2SafeDriving, that automatically restricts texting and cell phone usage while driving. For more information visit www.safedrivingsystems.com.
Marrek is developing novel algorithms for post-ablation monitoring and tracking of lesions.
Miriacotech is commercializing a soil remediation technology and is currently developing a prototype system.
Nanomedic is developing technology for diagnosis and treatment of age-related diseases such as Alzheimer’s, osteoporosis and cancer.
Optema’s technology will allow industries such as the construction sector to shift away from labor intensive onsite assembly of structures to an automated factory production process.
Purple Energy is prototyping a new type of geothermal power plant with plans to eventually build a full-scale facility in Utah.
RNA Biosciences is developing diagnostic and personalized health clinical tests that improve the care of patients with liver disease.
Sci-U develops cell phone games designed to teach science-related subjects.
Sera Prognostics was created to commercialize a joint invention with BYU to establish a diagnostic platform for preeclampsia and pre-term birth.
Seasonal Energy is built around the development of the Utah Thermal Energy Siphon, a technology taking advantage of the ability to store and transfer energy from the ground.
TheraRenal is developing anti-obesity compounds using novel nitrated fatty acids.
TheraTarget is a USTAR company created to commercialize innovative polymer delivery technologies coupled with therapeutics for the treatment of cancer.
Waste Water Compliance Systems manufactures a wastewater digester, “Poo-Gloo,” for lagoons and municipalities.

For more information, visit: www.SafeDrivingSystems.com.

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PR Contact
Safe Driving Systems
Mike Fahnert
801-984-8070
mfahnert@safedrivingsystems.com

Key2SafeDriving Prevents Texting While Driving

Distracted driving is attributed to 2,600 deaths and 330,000 injuries annually; Safe Driving Systems’ technology provides a single solution for parents, insurers and fleets

SALT LAKE CITY–May 18, 2009–Safe Driving Systems today announced the availability of their flagship product, Key2SafeDrivingtm (K2SD) for preorder beginning today. K2SD is a patent pending, customizable technology that eliminates distracted driving from cell phone use by rerouting calls and text messages when the user is driving.

“Our primary focus with K2SD is saving lives, plain and simple, said Mike Fahnert, Safe Driving Systems CEO. By removing the distraction of cell phone calls and text messaging while driving, our technology provides the peace of mind and industry compliance that both parents and business owners need.”

Each year, 21% of fatal car crashes involving teenagers between the ages of 16 and 19 were the result of cell phone usage. This result is expected to grow as much as 4% every year. By implementing K2SD, drivers significantly reduce the risk of distracted driving related injuries and fatalities.

K2SD’s features include:

Easy implementation- K2SD can be installed in just a few minutes and no tools are required.
Safe Driving Mode- When the user is driving, the cell phone immediate goes into Safe Driving Mode. It sends calls directly to voice mail and an automated text message is sent to incoming texts to indicate the user is driving.
Emergency use enabled- When the phone is in Safe Driving Mode, it is still able to make calls to 911 and other numbers allowed by the administrator managed personal profile.
Customizable reporting and notification functions- These features give the administrator the ability to customize the specifications for each personal profile. Account activity logs are sent to the administrator by text or email.

K2SD is supported on most cell phones and multiple plan options are available for service. K2SD units can be reserved now for delivery in 60-90 days. For more information on K2SD or to reserve yours now, visit www.safedrivingsystems.com.

About Safe Driving Systems

Founded in 2009, Safe Driving Systems is leading the charge for technology based solutions to reduce cell phone related driving distractions. Safe Driving System’s flagship product, Key2SafeDriving (K2SD), is an easy to install, cost effective, profile-driven system for limiting cell phone usage while driving. K2SD reroutes calls directly to voice mail and sends automated text message responses saying that the driver will respond when they have safely reached their destination.

For more information, visit: www.safedrivingsystems.com.

# # #
PR Contact
Safe Driving Systems
Mike Fahnert
801-984-8070
mfahnert@safedrivingsystems.com

Car Key Blocks Teen Drivers’ Cell Phones

Bluetooth Device Also Blocks Texting When Key is in Ignition

SALT LAKE CITY–December 11, 2008–Dec. 11, 2008 – University of Utah researchers have developed an automobile ignition key that prevents teenagers from talking on cell phones or sending text messages while driving.

The university has obtained provisional patents and licensed the invention – Key2SafeDriving – to a private company that hopes to see it on the market within six months at a cost of less than $50 per key plus a yet-undetermined monthly service fee.

“The key to safe driving is to avoid distraction,” says Xuesong Zhou, an assistant professor of civil and environmental engineering who co-invented the system with Wally Curry, a University of Utah graduate now practicing medicine in Hays, Kan. “We want to provide a simple, cost-effective solution to improve driving safety.”

Zhou notes that “at any given time, about 6 percent of travelers on the road are talking on a cell phone while driving. Also at any given time, 10 percent of teenagers who are driving are talking or texting.” Studies have shown drivers using cell phones are about four times more likely to get in a crash than other drivers.

“As a parent, you want to improve driving safety for your teenagers,” he says. “You also want to reduce your insurance costs for your teen drivers. Using our system you can prove that teen drivers are not talking while driving, which can significantly reduce the risk of getting into a car accident.”

If things go as planned, the Key2SafeDriving system won’t be sold directly to consumers by a manufacturer, but instead the technology may be licensed to cell phone service providers to include in their service plans, says Ronn Hartman, managing partner of Accendo LC. The Kaysville, Utah, company provides early stage business consulting and “seed funding.” It has licensed the Key2SafeDriving technology from the University of Utah and is working to manufacture and commercialize it.

Hartman envisions gaining automobile and insurance industry backing so that Key2SafeDriving data on cell phone use (or non-use) while driving can be compiled into a “safety score” and sent monthly to insurance companies, which then would provide discounts to motorists with good scores. The score also could include data recorded via Global Positioning System (GPS) satellites on the driver’s speeding, rapid braking or running of lights, which are calculated by comparing the driver’s position with a database of maps, speed limits, stop lights and so on.

How Key2SafeDriving Works

The system includes a device that encloses a car key – one for each teen driver or family member. The device connects wirelessly with each key user’s cell phone via either Bluetooth or RFID (radio-frequency identification) technologies.

To turn on the engine, the driver must either slide the key out or push a button to release it. Then the device sends a signal to the driver’s cell phone, placing it in “driving mode” and displaying a “stop” sign on the phone’s display screen.

While in driving mode, teen drivers cannot use their cell phones to talk or send text messages, except for calling 911 or other numbers pre-approved by the parents – most likely the parents’ own cell numbers.

Incoming calls and texts are automatically answered with a message saying, “I am driving now. I will call you later when I arrive at the destination safely.”

When the engine is turned off, the driver slides the key back into the device, which sends a “car stopped” signal to the cell phone, returning it to normal communication mode. The device can’t be “tricked” by turning the phone off and on again because the phone will receive the “driving mode” signal whenever the car key is extended.

Adult drivers cannot text or use a handheld cell phone, but the Key2SafeDriving system does allow them to talk using a hands-free cell phone – even though studies by University of Utah psychologists indicate hands-free phones are just as distracting as handheld phones.

Curry agrees that driving while talking on any cell phone “is not safe,” but he says the inventors have to face the practical issue of whether adults would buy a product to completely block their cell phone use while driving. Limiting some cell calls by adults “is a step in the right direction,” he says.

Zhou says the goal for adults is to improve safety by encouraging them to reduce the time they spend talking while driving. The encouragement could come in the form of insurance discounts by insurers, who would receive monthly scores from Key2SafeDriving showing how well an adult driver avoided talking while driving.

An Invention is Born

The new invention began with Curry, a Salt Lake City native who graduated from the University of Utah with an accounting degree and premedical training in 1993. He returned from the Medical College of Wisconsin for his surgical residency in urology at University Hospital during 1998-2003. He now is a urologist in Hays, Kan.

His concern with driving-while-talking began because, as a doctor, “the hospital is calling me all the time on my cell phone when I’m driving.” One day while driving home, he saw a teenage girl texting while driving, making him worry about his 12- and 14-year-old daughters, who are approaching driving age. “I thought, this is crazy, there has got to be something to stop this, because not only is she putting people at risk, but so was I,” Curry says. “It struck me pretty hard that something should be done.”
Curry’s initial idea was a GPS system to detect a moving cell phone and disable it when it moved at driving speeds. Meanwhile, someone else developed a similar system based on the same idea. But it cannot distinguish if the cell phone user is driving a car or is a passenger in a moving car, bus or train – a problem overcome by Key2SafeDriving.

In early 2008, Curry called Larry Reaveley, a civil engineering professor at the University of Utah, who suggested Curry contact Zhou, a specialist in “intelligent” transportation systems. Zhou and Curry then came up with the idea of blocking cell phone usage via a vehicle ignition key.

Zhou, a native of Liuzhou, China, joined the University of Utah faculty in early 2007. He received his Ph.D. degree from the University of Maryland in 2004. He has worked for a California company that sold a product that provides traffic information to motorists using GPS satellites.

About Safe Driving Systems

Founded in 2009, Safe Driving Systems is leading the charge for technology based solutions to reduce cell phone related driving distractions. Safe Driving System’s flagship product, Key2SafeDriving (K2SD), is an easy to install, cost effective, profile-driven system for limiting cell phone usage while driving. K2SD reroutes calls directly to voice mail and sends automated text message responses saying that the driver will respond when they have safely reached their destination.

For more information, visit: Safe Driving Systems.