Decell Conducts a Unique Road Behavior Analysis for "Or Yarok", the Association for Safer Driving in Israel

TEL AVIV, June 13th, 2012 - Decell Technologies, a global leader in the provision of real-time road traffic information, is proud to announce the completion of a unique driver speed analysis tailored to the requirements of Or Yarok, the association for safer driving in Israel, based on Swift-i traffic®, Decell's premium traffic information.

As a part of their research activities and overall Evidence-Based-Safety approach, Or Yarok turned to Decell with the need to perform a driver speed analysis during traffic free flow on Israel's full TMC road network.

The network includes highways, inter-city roads and major urban roads.

The goal of this research is to better understand the Israeli drivers' driving habits in open road conditions, which will enable the discovery of the actual driving speeds on each road and focus on extreme high speed roads.

Swift-i traffic®'s rich historical data base and Decell's unique analysis tools became the key factor for the success of this study. The analyzed data was based on Swift-i traffic®'s anonymous floating car data from 6 full months

during 2011. In order to estimate the speed distribution in free flow time only, traffic loads were identified and filtered out, as well as observations from vehicles in the proximity of traffic lights in all times. Driving speed distribution was provided for the following identified time groups, with the separation of day time and night time: Weekdays, Fridays and holiday eves, and Saturdays and holidays.

The final analyzed database contains over 30 million valid observations, for a total number of hundreds of road segments spreading over nearly 10,000 kilometers. This information now enables Or Yarok to have a better understanding of the real behavior of the Israeli drivers. Different conclusions may be extracted from it, such as the differences in the behavior between intercity and urban roads, the differences, if any, in the driving speed on weekends, holidays and working days, and the roads on which the actual driving speed is significantly above the allowed. This type of information is believed to be an important basis for the prevention activities of car accidents and casualties.

"Unfortunately the Israeli public is living more and more under the mistaken consumption that driving speed has no connection to the probability of a traffic accident happening nor to the affect on its results," said Mr. Shmuel Aboav, CEO of Or Yarok, "There is no doubt that if we succeed in educating the Israeli driver to drive according the allowed speed, the number of traffic accidents and their severity will decline".

"We are proud to take part in Or Yarok's meaningful operation," said Jonathan Silverberg, CEO of Decell. “High speed driving is long known to have a direct effect on the number and severity of car accidents. Decell's extensive analysis holds valuable information which will hopefully assist in the near future activities led by Or Yarok to reduce the average driving speed and consequently the number of car accidents in Israel," Mr. Silverberg added.

About Or Yarok
The Or Yarok Association for Safer Driving in Israel was founded in 1997 due to recognition of the critical importance of the uncompromising struggle against traffic accidents and the importance of community involvement in the struggle. The declared goal of the association is to minimize the number of casualties in traffic accidents as much as possible and to affect a change in Israel’s driving culture. Since its foundation, the association has sparked a genuine revolution in public awareness, in the field of road crashes, both in terms of its direct activity and in the encouragement that this activity has given to other organizations involved in this field.
For more information, visit: www.oryarok.org.il

About Decell
Decell Inc. is a privately owned company founded in 2000 and registered in Delaware, USA. With a fully owned Israeli subsidiary, Decell Technologies Ltd., Decell leverages its unique technology to provide reliable and qualitative information on traffic status, while minimizing costs. Decell's advanced Swift-i™ service offers the transportation, mobile, and media markets real time accurate traffic information. Our unique patented technology and advanced architecture means that Swift-i™ provides state of the art tools for improving the efficiency of a road network at every level.

For more information, visit: www.decell.com

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Editorial Contact
Dafna Kremer
Tel:+972-3-6447795
dafna.kremer@decell.com