VENTURES AFRICA – Quite a number of developing countries in Africa are faced with various security challenges, ranging from insurgencies of violent extremist organizations, resource and identity conflicts, to organized crime, such as kidnapping and armed robbery.
In an effort to address this array of security issues, PISI Limited, a Nigerian based software company, created the E-Alert app. The app is designed to “help individuals notify their loved ones and the proper authorities when caught in dangerous situations,” according to elertapp.com. These situations include, “kidnappings, terrorist attacks, stalking, sexual harassment, and issues pertaining to the elderly such as medical emergencies.”
In an interview with Ventures Africa, Omar C. Edewor, the CEO of PISI Limited, explained the logic behind E-Alert creation, challenges faced in the course of developing the app, and the future of PISI in Africa.
Kindly give a brief description of yourself.
I would describe myself as a patriotic Nigerian and a critical thinker with reclusive tendencies. However, it really depends on the mood I am caught in. With regards to my lifestyle, I prefer to stay in with my closest friends and discuss current affairs. I also proactively involve myself in matters which affect the day to day lives of people in my society. For example I recently shot a short documentary on electoral violence and last year I volunteered to help a number of soup kitchens. I intend on taking this a step further by co-organizing a march against terror and rape shortly.
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Kindly give a brief description of the e-alert app, and a summary of how it works.
E-Alert is an initiative I founded to increase the organizational capacity of developing countries; our first step in this regard, helps individuals to notify their loved ones when caught in dangerous situations. E-Alert works by utilizing Smartphone GPS and GSM network technology. With a single click on the panic button, you can send pre-defined alert messages to emergency contacts with your GPS location (in 45 second intervals) via SMS and Email until you wish to disable the sending of alerts. E-Alert App is also equipped with a timer functionality which allows users to send predefined messages at specific times in the future.
What were the challenges you had in the course of developing the app?
Two major challenges in the development of E-Alert App were funding and getting the App to an exceptional standard. Firstly, I founded PISI LTD, proprietors of E-Alert App, when I was still in University so finding the requisite funding to develop the application was an issue. Secondly, even though E-Alert App (began its BETA roll out and) was available on the android play store in September and the Apple App store in November, we were only able to get E-Alert’s functionality to the standard we desired as of early January 2015. This delay was mostly due to funding.
To what extent has the app been embraced in Nigeria and other African countries?
E-Alert App is still at an early stage of its development, we have recorded 1,113 downloads so far. However, it is important to note that we have not commenced our marketing campaign as of yet. We intend on adding some additional valuable features to E-Alert App shortly.
How many incidences of e-alert usage in times of distress have you recorded?
So far the E-Alert button has been used over 300 times by customers around the world. The E-Alert team has already started gathering data from users for predictive analytics; what we mean by this is PISI LTD has started extracting information, anonymously, from existing users in order to determine patterns and predict future crimes and trends. It is important to note that predictive analytics does not tell you what will happen in the future. Nonetheless, predictive analytics connects data to effective action by drawing reliable conclusions about current conditions and future events.
How do you make profit, since the app is available for free download?
We have not developed a complete revenue model yet. However, after PISI Ltd adds some more valuable features to E-Alert App we intend on implementing the ‘freemium’ revenue model; this essentially means that users will be able to download our app for free; yet, some premium features will be available at a cost. In addition to this we also intend on monetizing through advertisements, SMS subscriptions and strategic partnerships.
Has there been any external investment or support since the launch of the app?
I founded PISI Ltd, proprietors of E-Alert App, whilst I was still in University so I had to seek external investment from likeminded individuals to achieve my goal.
Are there loopholes in the usage of the app that you think criminals can use to their advantage? If any, what are they and how do you plan to plug these?
E-Alert App has no loopholes that can be exploited. We also do not share user data with 3rd parties.
How fast are emergency alerts delivered?
On average E-Alert App messages are delivered within a few seconds.
Do locations matter in the effectiveness of the app?
No, the users location does not affect the functionality of the app; assuming that they have minimal internet connectivity.
Aside the predefined alert messages, what other service can the app render?
Currently, E-Alert App’s primary functionality is to the send predefined messages in emergency situations. However, we intend on adding a number of valuable features shortly including a forum where users can communicate.
How did you fund the development of the app?
Well, in broad terms, I showed likeminded investors a walkthrough of E-Alert App, shared the long term vision of establishing an ecosystem of security technologies specially adapted (in terms of low data usage) to operate in developing markets; and then explained how we could simultaneously help people by improving upon their organizational capacity (through increased security awareness) and make a profit once we manage to turn it into a sustainable business.
Don’t you think the need for internet connectivity is a limitation on the app?
PISI Ltd does not believe that the need for internet connectivity is a limitation. E-Alert App will serve as a platform that utilizes the ubiquitous telecommunication infrastructure available in Nigeria and thus help distribute information in a timely as well as effective manner. In Nigeria today we have over 100 million GSM subscribers and over 30 million smart phones users therefore we do not foresee the telecommunication infrastructure being an issue. We are simply tapping into a market that is already existing and growing.
What does the future hold for your company, PISI Limited, and for e-alert?
E-Alert recently completed its BETA roll-out; we plan on launching the app shortly. Furthermore, PISI Ltd intend on continuously adding valuable features to widen the scope of E-Alert’s functionality. Also, we at PISI Ltd intend on developing an ecosystem of mobile applications focused at the problem of insecurity, our aim is to fundamentally change the way developing markets deal with emergency situations. We believe the future holds more strategic partnerships, growth and incessant improvements in our users’ experience.
Mr Edewor can be reached via social media: Twitter – @ealertapp and Facebook –www.facebook.com/ealertapp.