Shark Tank Startup Guard Llama Mobile Panic Tested
A Shark Tank TV show appearance has attracted big attention for Guard Llama, a security startup touting a 'panic button' paired with mobile app that claims "911 help, 3X faster."
We bought one and tested it to see if the startup delivers on the concept and claims it touts.
In the report inside we cover:
- 4 minute video screencast showing how it works
- Performance / police response time tested
- App options and functions
- What happens on alert
- False-Alarm PIN disarm
- Guard Llama Vs. Dialing 911
- Company Profile
Product Overview
Guard Llama is a mobile 'panic button', where activation of the fob or app calls a central monitoring station that in turn dispatches authorities local to the user. Guard Llama uses the GPS location of the user's phone and shares it with responders, and the Guard Llama app shares 'user profile' information including profile pictures, height, weight, and even 'elevation' information to clue responders in to where in a skyscraper/highrise building an alert was made.
The test footage below is an overview of the fob, the app, and a demonstration of what happens when the button is pressed:
Tested Performance
We tested Guard Llama over the course of three days in various locations, both rural and urban. In all test runs, the system worked as claimed, with the 'Guard Llama Emergency Service' responding to a button press in less than 5 seconds, and typically in 3 seconds. In turn, local police were notified by Guard Llama's dispatch operators in less than one minute - 0:43 seconds. We verified this elapsed time with a local police dispatch operator during one of our test events, who we contacted beforehand to schedule a trial run.
IPVM asked Guard Llama what the 'time goal' for response was when an alarm is sent, and they responded by saying the answer varies but less than 60 seconds is typical:
"Since every situation is unique and the information exchange rates of service providers vary across the market, we don't give definitive time guarantees. But it's safe to say that we have the resources and technology in place to dispatch the police in less that 60 seconds in most scenarios."
In our testing, this was a reliable window. In addition, Guard Llama did not miss or drop and calls in our testing, and both the fob button and app button was reliable.
Essentially An App
While Guard Llama focuses attention on its keyfob, the vast majority of the platform is based in a smartphone app, and all the core functionality of the service depends on it. The user's phone must be carried within BLE range of 150' feet for the button to be responsive.
The fob itself is a simple, single button that is joined to the host's smartphone via BLE, while the phone contains the GPS chip, phone radio, and user information transmitted to the monitoring station.
In terms of Guard Llama's performance, the accuracy and reliability of the service rely entirely the phone user already carries. Buying Guard Llama alone is not enough for the service, and smartphone service is required as well.
Indeed, all of Guard Llama's features are accessible via the app, and the fob is not necessarily needed. However, Guard Llama claims the major 'benefit' of the fob is that double-pressing the button is faster and less obvious that unlocking a phone and starting an app.
Product and Service Cost
Guard Llama sells two versions of their system: App only, and one that includes the hardware fob button.
In terms of pricing, the app-only version costs ~$3/month or ~$30/ year per user, while the fob version runs ~$8.30/ month or ~$100/ year.
Guard Llama also offers bulk user plans, where four fob-equipped user accounts are grouped in a ~$300/year plan, offering a volume discount over individual plans of 25% on the fourth user.
What Happens On Alert
For our test, Guard Llama ships a fob and instructions to download a smartphone app for either iPhone or Android devices. Once we opened the app, we registered our mobile phone number, paired the fob button using BLE, and built a user profile:
The user profile contains user-specific information that is shared with local police when an alarm button is pressed, including a photo. Aside from physical details, we also included Emergency Contact, Medical Information, and 'Orders of Protection' details that can also be shared with police.
Guard Llama explains how this information can be seen and used by their monitoring service:
"Dispatch operators can see all of the information that a user fills out in their profile. We also instantly collect the user's GPS information and contact the 9-1-1 center closest to their location beacon - our monitoring system auto-populates this information for our dispatch agents."
False Alarm Disarm PIN
To reduce false alarms, the Guard Llama fob requires a double tap behind a spring closed button cover. However, within five seconds of being sent, the 'Guard Llama Emergency Service' calls the user to ask for a 'disarm PIN'. We set up our disarm PIN during initial app configuration steps.
In our test, this prompt always was sent, but a 'backup prompt' button is also available in the app if the call is missed:
If the user does not 'disarm' the call, the Guard Llama monitoring center proceeds to contact local authorities.
Duress PIN
One feature the Guard Llama builds-in to the process is 'duress PIN', where if a user purposely enters an incorrect code, the app/voice prompt acknowledges it as correct, but still dispatches responders.
This allows someone to trigger the alarm if they are dealing with a close threat that threat notices an alarm has been sent. The user then can make it seem like they have disarmed the alert, only to continue the dispatch process.
No Low-Battery Fob Alert
A big potential problem with Guard Llama is the fob does not report or indicate low battery, and so a user would not be aware the fob has no power and would otherwise assume it would work normally unless testing it on a frequent basis.
The problem the fob has lacking a low-battery alert is fundamentally a big issue, because a user may attempt an emergency call from the fob, only to have it not work at the worst possible time. The user's phone app would still work, but the extra steps required to send an alarm might take time and be observable, both options a user may not have.
Also, the internal battery is not field replaceable, and the fob must be replaced. IPVM asked Guard Llama about this, the company said:
"The remote has a minimum 4-5 year battery life. If the device stops working at any time, we will replace it immediately at no cost."
But there is no quick/easy fix for the lack of battery level. Guard Llama told us a hardware revision is needed, saying:
"Our next application update will even include a feature that allows users to see the battery status of their remotes."
Guard Llama Vs. Dialing 911
Our test using Guard Llama's fob shows it is generally faster to call emergency response than dialing 9-1-1. On our test iPhone, 7 taps are needed to dial 911 (Home, Swipe, 'Emergency', 9, 1, 1, Send). It only takes 2 button presses 'Double tap' to activate Guard Llama.
From there, while either method provides users opportunity to talk to an operator, neither requires it. Like Guard Llama, 9-1-1 operators dispatch response even if no information is verbally shared. However, Guard Llama offers a faster exchange of 'unspoken' details, like location and user descriptions given the information prepopulated into the app. This can cut multiple seconds off a distress call and brief responding officers more quickly with descriptions of users in distress.
Platforms
The app is available for iOS and Android devices, and the fob is compatible with handsets equipped with BLE.
Company Outlook
There are numerous other panic button type apps, but no clear market leader in the segment exists. With the marketing buzz of a TV show appearance behind it, Guard Llama stands to be an early differentiated brand among consumers. While the company is still a startup, product performance is surprisingly solid and pricing is low enough that many buyers will consider adding the product to supplement the phone plans they already purchase.
While Guard Llama has buzz due to the TV show appearance, they are not the only providers of app/phone based emergency mobile call buttons. Examples include Guardly and premise-based Elerts. Fundamentally, Guard Llama differs in external national alert monitoring with local dispatch, while other 'app' based examples call user defined local contact lists or premise based security staff. Like Guard Llama, those services cost just a few dollars, or are even free to users every month, but may cost thousands to setup, license, and staff local call centers.