With its sleek design and classic colours, the PFO (http://www.pfoinc.com) bracelet has become a favourite amongst the world's fashion elite. The fact that the accessory conceals a personal alarm makes it especially unique. Now PFO are taking the same concept and launching the world's safest mobile application (http://www.pfoapp.com).

On your way home after a night on the town, during your jog in the park, or in a new city for the weekend - no matter where you may find yourself, that feeling of anxiety can suddenly appear. The moment where you no longer feel totally safe. With the new iPhone application PFO Shield (http://itunes.apple.com/us/app/pfo-shield/id537989365?mt=8/itunes.apple.com/se/app/pfo-shield/id537989365%3fmt=8) you can now regain control of that moment. Just as the bracelet, the app offers fast and easy functions that send an alarm to chosen friends. Graphically stylish and just as easy to carry as all your photos, texts and the rest of your life in your mobile phone.

With the app downloaded you choose which alternative suits you best - pressing an alarm button, letting go of you phone, pulling out the headset or setting a timer. In a flash your iPhone is turned into your digital guardian angel and your friends can call you up and follow you live on a map in their phone or computer.

PFO (http://www.pfoapp.com) Shield costs £0.69 and can be downloaded from the App Store. Android version will be launched shortly.

The PFO bracelet (http://www.pfoinc.com/products) is developed in Sweden and designed by Oscar Magnuson, the PFO bracelet is a personal alarm in a fashionable guise. Well covered in the press, the bracelets not only look nice on your wrist but also offer protection in the form of a highly technological security alarm. Available at www.pfoinc.com and through select retailers. You can also visit us on Facebook.

PFO (http://www.pfoinc.com) is the world's first company that combines fashion, function and security. Behind the technology are developers of military robotic surveillance, behind the brand image the Grammy awarded graphic designer Stefan Sagmeister (http://sagmeister.com/), and behind the design the celebrated Swedish designer Oscar Magnuson (http://www.oscarmagnuson.com).

Behind PFO's mission to make the world better and safer are names like football manager Sir Alex Ferguson (http://www.manutd.com), Australian Open and Davis Cup winner Thomas Johansson, and entrepreneur and mediaman Richard Båge.

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