| Title | SAFELOCK |
| Brand | KPN |
| Product/Service | SAFELOCK |
| Category |
A02. Applied Innovation |
|
Entrant
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N=5 Amsterdam, THE NETHERLANDS
|
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Idea Creation
|
N=5 Amsterdam, THE NETHERLANDS
|
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Media Placement
|
MINDSHARE Amsterdam, THE NETHERLANDS
|
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Media Placement 2
|
A BIGGER CIRCLE Amsterdam, THE NETHERLANDS
|
|
PR
|
KOOLHOVEN & PARTNERS Amsterdam, THE NETHERLANDS
|
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Additional Company
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MAAK Amsterdam, THE NETHERLANDS
|
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Additional Company 2
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BANNERCONNECT Sittard, THE NETHERLANDS
|
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Additional Company 3
|
MONALYSE Rotterdam, THE NETHERLANDS
|
|
Additional Company 4
|
ALPHA.ONE Rotterdam, THE NETHERLANDS
|
|
Additional Company 5
|
CODE&CODING Amsterdam, THE NETHERLANDS
|
Credits
| Carsten van Berkel |
N=5 |
Art Director |
| Stefan Leendertse |
N=5 |
Copywriter |
| Olaf van der Geld |
N=5 |
Design Director |
| Renoud Netjes |
N=5 |
Sr. Motion Graphics |
| Jan Jesse Bakker |
N=5 |
Digital Designer |
| Niels Pel |
N=5 |
Strategist |
| Silva van Hooft |
N=5 |
Strategy Director |
| Barbara Leusink |
N=5 |
Digital Producer |
| Jasper Baartmans |
N=5 |
Innovation Director |
| Dewi van der Kolk |
N=5 |
Account Manager |
| Tamara Schelvis |
N=5 |
Account Director |
| Martijn Pots |
N=5 |
Account Director |
| Anouk Zink |
N=5 |
Client Services Director |
| Ron Gessel |
N=5 |
Photographer |
Why is this work relevant for Innovation?
With the Safe Lock, KPN becomes the first telecom provider in the world to increase the traffic safety of its youngest users by temporarily blocking their access to its cellular network. Smartphone-related accidents among kids riding their bicycle are rising fast in the Netherlands. But current options to stop smartphones from distracting them in traffic are limited. So we developed the Safe Lock, the bicycle lock that connects to the user’s smartphone and the KPN network, and temporarily blocks all data and voice communication to and from the child’s device while cycling, dramatically increasing their safety in traffic.
Background
In partnership with a neuroscientific research institute, we studied the effects of smartphones on traffic safety among children. The results showed that smartphones present a constant threat of distraction to cycling children - even when they aren’t using them. Notifications from incoming messages like WhatsApp or Snapchat immediately reduce their focus on traffic. Kids can’t help being curious, and smartphone notifications demand instant attention.
Current options to block distractions are limited. Solutions such as Apple’s Car Mode or Samsung’s Do Not Distract mode need to be turned on manually, which is easily forgotten, or can be simply switched off, offering an easy way out to a generation that always wants to stay in touch with their friends.
Describe the idea
We developed the Safe Lock, a bicycle lock that acts as a binary switch. When the bicycle is unlocked, the KPN cellular and data network is locked, disabling all data and voice communication. When the bicycle is locked back up, the network is unlocked and kids can freely use their phone again. In case of an emergency, the alarm number can always be reached.
To make this possible, we had to enhance the KPN cellular network, enabling it to temporarily block all data and voice communication to a specific smartphone. The lock is very easy to use for kids, as it builds on the existing habit of locking their bike with a similar style O-lock.
What were the key dates in the development process?
Timeline:
February 2017 - Concept test
March 2017 - Neuroscientific research
April 2017 - Enhanced cellular network approval
June 21, 2017 - Safe Lock prototype unveiled
August 18, 2017 - European Patent Agreed
October 2017 - Enhanced cellular network in private network test
November 2017 - Safe Lock in a closed target group test
December 2017 - Proof of concept
February 2018 - Enhanced cellular network live
March 2018 - New manufacturer
April 2018 - Redesign Safe Lock
June 2018 - MVP
July 2018 - UX test
August 2018 - MVP 1.0
September - Code Audit
October 2018 - Hackers test Deloitte (external)
November 2018 - PEN test
November 2018 - Friendly User Test (internal)
November 2018 - KPN UXlab - UX test with children & parents
December 2018 - MVP 2.0
Januari 2019 - Launch of Safe Lock and companion app
Describe the innovation/technology
The solution consists of three parts: the lock itself, a companion app and the enhanced KPN cellular network.
The Safe Lock connects to the Safe Lock companion app on the child’s phone via Bluetooth. When the bicycle is unlocked, it sends a signal to the app. The app then sends a signal to the KPN network, which temporarily blocks all data and voice communication to and from the child’s smartphone. When the lock is closed again, a second signal is sent from the lock to the app, and the app notifies the KPN network to enable all data and voice communication to the smartphone again.
The Safe Lock prototype was introduced in June 2017. After a closed target group test in november 2017, the network has been live since February. The actual product can now be pre-ordered and will be launched, together with the companion app in january 2019.
Describe the expectations/outcome
The Safe Lock was first presented as a prototype in June 2017. Since then, the lock has been widely reported by both national and international press, including The New York Times, The Washington Post and The Verge, and reached over 180 million people worldwide.
Our press release also issued an open invitation to telecom providers worldwide, to collaborate with us on the introduction of this solution around the globe. We believe that this innovation can be implemented in a wide range of transportation modes, including cars, and offers a powerful solution to a problem that will become increasingly urgent in the years to come. Especially among young drivers.