Toronto-based startup Guardly has released a new iPhone mobile personal safety solution. Designed to help iPhone users easily alert, connect to and collaborate with friends, family and authorities in an emergency, Guardly allows users to configure multiple contact groups and send location-based emergency alerts via voice call, SMS or e-mail to selected groups. Contact groups can be organized for different purposes to include friends, family and emergency services like campus police or 911. A connection auto-detection feature automatically continues checking for a voice or data connection when sending an alert in an out-of-coverage area to ensure that alerts get sent as soon as the device can connect to the network. Alerted friends and family are automatically sent a link to an Emergency Response Page on the web which provides a central site for messages and location updates; users can also take photos with the iPhone camera which are automatically posted on the Emergency Response Page. The user’s location continues to be automatically tracked for the duration of the emergency incident and an emergency beacon can be activated at any time to play a loud, repeating whistle at maximum volume. The Guardly app is available from the App Store as a free download. Users can use the app for free to send emergency alerts via phone, email and SMS to multiple contact groups; advanced features such as conference calling, location tracking and photo sharing require a $10/month Guardly Premium subscription.