... as BT calls Israeli firms to its tower
THE ICONIC British Telecom Tower in London is to host an Israeli Innovation show next month.
T wenty- o n e I s r a e l i h i g h - t e c h s t a r t - ups a r e s e nding representatives to Britain, the result of a combined project between BT, the commercial department of the Israeli embassy in London and its Jerusalem counterpart, the Foreign Trade Administration of the Ministry of Trade and Industry. T h e e v e n t i s a i m e d a t introducing Israeli innovations to BT — whose Jewish new chief executive, Ian Livingston, will speak at an introductory dinner — and to the wider UK telecommunications market.
The Israelis will be able to make Dragons’ Den- style pitches to interested parties.
Firms coming to London include Pontis, which sends adverts to people on their phones, based on what a person has bought; Celeno, which offers a wireless network for domestic users; and Cellex, which has created a program that simulates the mass usage of a company’s technology, to test problems before it