Motoring News

NoCell program balances safety and productivity


YOUR organisation might have strict driving safety policies in place but while a driver is in the car, with nobody looking, the temptation to look quickly at that just-in text might be more powerful than your safety policy because many drivers ask ‘What harm is there in quickly glancing at my phone?

FINGER TROUBLE: It can get you into fatal trouble if you use and drive. Image:Supplied

JOHANNESBURG, South Africa – An organisation might have strict safety policies in place but making sure they are followed is another, more complicated, task.

While a driver is solo in a vehicle the temptation to glance at that text may be too great. ”What harm is there in quickly glancing at my phone?”

The reality? MasterDrive’s managing director Eugene Herbert: “Drivers can be fooled into thinking it’s not a dangerous behaviour because the first 10 times they did it nothing happened.

“Yet, while the person driving and using a phone may believe ‘nothing happened’ other drivers around them may be giving them a wide berth as they sway in their lane, straddle a road line, or suddenly switch lanes.

Image: Supplied

”Another driver may have to quickly move away from you as you rush up behind a car at a traffic light.”

While you think there is no harm, most often there is.

“You rely on other drivers to make allowances for your dangerous driving,” Herbert says. ”This will end badly one day when someone doesn’t notice your erratic driving or something goes wrong and you don’t react because you are looking at your phone.”

As a fleet manager, taking the risk that your drivers do not respect your cellphone-use policy is a large one to take. “As a result, MasterDrive has the become the official distributor of international software that limits what a driver can do with a cellphone while driving.”


MasterDrive NoCell allows fleet managers to whitelist certain applications in line with their company’s driving policy: route planning apps such as social media. The software can even detect if drivers have more than one cellphone but the main objective is to maximise the balance between safety and productivity.”

Thus, you not only remove the temptation but also make it impossible for drivers to indulge in dangerous behaviour. Herbert again: “Crashes caused by distracted driving and the bad reputation your business could suffer if drivers use their phones and drive erratically, will be avoided.

READ MORE MasterDrive features on Carman’s Corner

“Software such as MasterDrive NoCell has the potential to make a tangible difference. As cellphone use grows, particularly after increased time on phones during the pandemic, NoCell has the potential to dramatically affect the tragedy and expense that distracted driving can have.”

Image: Supplied

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