American multinational technology and consulting company IBM has launched a new road safety application for mobile devices.

Unveiled as part of the company’s global entrepreneur programme, the new ‘Road Buddy’ app aims to meet the growing need for a proactive approach to safety for road users.

Road Buddy was designed by South African entrepreneur Werner van der Westhuizen in partnership with the Council of Scientific and Industrial Research engineers, and developed by Blue Line software designers.

The cloud-based mobile app is said to be helpful for two types of users, namely the receivers (motorists) and the transmitters (pedestrians, joggers, cyclists and motorcyclists).

Powered by the company’s Softlayer cloud infrastructure, the app has been designed to warn receivers of vulnerable transmitters in their immediate vicinity and improve their awareness.

"If by using this app we all become a little more aware, a little safer, then we have succeeded."

The app can be activated by transmitters when they are on the road and receivers using it will receive advanced warning of the specific type of road user approaching, helping to overcome any accident.

The app is integrated with an SOS feature that enables the user to send out an SOS message of their choice, informing any number of contacts of their location.

Mr Van der Westhuizen said: "We decided to partner with IBM via the entrepreneur programme to bring this new technology to market and support the ambition to take this global.

"The opportunity exists to save lives and that’s totally invaluable.

"If by using this app we all become a little more aware, a little safer, then we have succeeded."

For those without smartphones, a Road Buddy hardware unit will also be made available.