CES 2013: New York fireman introduces 'life saver' app
Charismatic former New York fireman Billy O'Connor has no doubts over the usefulness of his company's app, the Guardian on the Go.
It allows users to alert friends, relatives and emergency services when they may be in danger - providing a GPS location and brief description of the emergency such as 'assault' or 'robbery'.
But is fumbling with an app the best way to call for help? Would it not be more wise to simply try and run away?
"If you start to feel that you're in danger and going to be assaulted, you press the button and you run but you notify the people that you're in trouble," argues Proteg-GO chief executive Raymond Krzyzek.
The app is currently only available in the US, but the company hopes to bring it to other countries in the near future.
The app requires the payment of a subscription fee of $1.99 every month.