For decades, Australia has adopted a rigorous and pragmatic approach to enhancing road safety, making significant strides that have influenced policies worldwide. In the early 1970s, Australia became a pioneer by mandating the use of seatbelts in vehicles and requiring motorcyclists to wear helmets. In addition, the country was one of the first to implement random roadside testing for drink-driving, a measure that has since been replicated internationally.

In stark contrast to the prominent speed cameras commonly seen throughout Europe, Australian law enforcement often employs police officers to monitor traffic from concealed locations, such as behind trees. This method, combined with brutally realistic television advertisements highlighting the perils of distracted driving and speeding, forms the backbone of Australia's road safety strategy.

Recently, a groundbreaking development in road safety technology has emerged with the introduction of a new type of camera capable of detecting if a driver is using their phone. This innovative technology is brought to life by a company called Acusensus, which has gained recognition by ranking 87th in the prestigious High-Growth Companies Asia-Pacific list this year.

While Australian road fatalities had been on a steady decline for many years, a troubling trend began about a decade ago. Experts have pointed to the widespread adoption of smartphones as a major contributor to this uptick in road deaths. Alex Jannink, the founder and chief executive of Acusensus, remarked on the alarming correlation between rising smartphone usage and the increase in road fatalities, stating, It was almost perfectly correlated. This observation resonates with many as the distraction caused by texting or browsing on mobile devices has become a significant risk factor for drivers.

Jannink's commitment to addressing driver distraction is deeply personal; he was motivated by the tragic loss of a friend in the United States, who was struck and killed by a driver who was texting. At that time, while working with traffic camera operator Redflex, he found it difficult to rally interest from authorities to develop a solution for enforcing phone use laws while driving. There was nobody asking for this. There were no tenders, no demand. We needed to make people aware of the problem and then to say how we were going to solve it, he explained.

Back in 2016, the concept of leveraging artificial intelligence to tackle distracted driving was not widely understood, posing a significant challenge for Acusensus. Co-founded in 2018, Acusensus has designed a sophisticated system utilizing mobile cameras that can be deployed temporarily along highways or at traffic hotspots. These cameras capture numerous photos of vehicles passing beneath them, and an advanced AI system determines if a driver appears to be using a phone or if a device is simply resting on their lapa violation in several Australian states. If a driver is suspected of using their phone while driving, the infraction is forwarded to law enforcement officers for further action. Violators face fines of approximately A$387 (equivalent to $247) in Sydney, along with demerit points on their driving record. The robust evidence provided by the cameras has resulted in few drivers contesting the fines.

The introduction of Acusensus's mobile cameras initially faced skepticism until the company secured a significant trial with the New South Wales government in 2019. This trial allowed Acusensus to showcase the effectiveness of its cameras in improving road safety. Jannink cites an analysis of government data indicating that road fatalities in the state decreased by 20 percent following the implementation of the trial, which stood in stark contrast to the 8 percent increase in road deaths across the rest of Australia during the same period.

In the early stages of the trials, about 1 percent of drivers photographed were confirmed to be using their phones. However, this figure has since plummeted to around 0.2 percent, or one in every 500 drivers, as awareness regarding the dangers of distracted driving and the potential for being caught has spread. Jannink noted the emergence of a network effect, where the ability to move cameras around has ensured low infringement rates, even in locations without active enforcement, as drivers adjust their behaviors knowing they could be monitored at any time.

It is such endemic behavior that everyone recognizes that its dangerous. Its so obvious. People may think they can speed safely but not use their phone, Jannink commented, highlighting the cultural shifts occurring in Australia regarding driver safety.

Acusensus has demonstrated the efficacy of its mobile cameras in deterring distracted driving, and this success has led to its public listing in 2023. The company has also expanded its operations internationally, securing contracts in both New Zealand and the United States.

Financially, Acusensus is thriving; for the six-month period ending last December, the company reported a 16 percent increase in revenue to A$29 million (around $18.3 million), with earnings before interest, taxation, depreciation, and amortization rising by 8 percent to A$3.4 million.

In addition to its focus on smartphone detection, Acusensus is branching out into other road safety areas. The company recently tested its technology for detecting impaired driving due to alcohol or drugs in Cornwall and Devon, UK, over the holiday season, employing mobile cameras to identify erratic driving patterns and alerting police as necessary.

Acusensus is also venturing into new markets, including the development of a safety device aimed at protecting construction and roadside workers. This new product is designed to warn workers of potential dangers posed by nearby vehicles or machinery, and the company anticipates a commercial launch within the year.

Jannink stresses the importance of ongoing vigilance regarding road safety. He notes that while drivers adapt to new regulations, many remain desensitized to the inherent risks of driving and often seek loopholes in the law. This should be top of mind for everyone. There is no activity more dangerous that you do every day than getting into a car. Its almost crazy that people accept that level of risk, he asserts, underscoring the need for continued awareness and education on road safety.