Onavo: a smartphone app that shrinks data to save money
22 November 2011 Last updated at 00:12 GMT
Israel currently has almost 4,000 active technology start-ups - more than any other country outside the United States, according to Israel Venture Capital Research Centre.
One of them, Tel Aviv-based Onavo, offers a free smartphone application that shrinks a phone data to help users save money - and appeals to any age.
That made Onavo the winner of the Grandmother's Award for best start-up, judged by tech-agnostic ladies in the later stages of life.
The company's CEO, Guy Rosen, talks about the product.
This video is part of a BBC feature looking at high-tech start-ups in Israel.