Tudor Cobalas nearly crashed his car while driving and texting on his phone.
It was this near-death experience that inspired him to turn the smartphone from a weapon of mass distraction into a tool for safer driving.
Mr Cobalas, 30, from Romania, developed SafeDrive, an app that rewards drivers for ignoring their phones while driving.
Once a driver exceeds 6mph (10kmh), the app launches a "Release" button on the screen, effectively locking the phone. Driving without checking the phone generates points that can be converted into shopping discounts in the SafeDrive Marketplace.
Pressing the Release button while driving wipes out the points earned during that journey.
It's a simple idea that has attracted nearly 100,000 users globally and 30 commercial partners, from insurance companies to retailers.
Mr Cobalas has also developed an app, Milez, aimed at teenage drivers.
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