The "administrator" of the equiped Nunchi device, (smart phone or other hand held gadget) selects/programs the emergency contact. In the case of the 2 boys, Mom & Dad would get the alert, GPS location etc, not dial 911 unless set-up to do so. Once the boys and parents get in touch, it's determined what action to take.

One of the things a Nunchi equiped device can do, regarding the ability of speed control, geofencing, sound montoring to name the most important features, if the device senses a sudden change in speed, records the sound etc, such as a car crashing into another car and coming to a fast stop, if programmed to call 911 it will, or an adminstrator of choice to make the decision.

At the 9-1-11 SHM, this was discussed as an example where a person's patern is disrupted, her movement on a daily run that is, which would have alerted the parents with the programming set to do so....http://www.nbcsandiego.com/news/local/Chelsea-King-Remembered-5-Years-After-Death-294031651.html

A jogger who suddenly ceases movement, could be an emergency, or a very simple non threatening issue, but admin would get an alert with GPS location, then call to check.

The sensitive nature of this example, was replaced with the two brothers on their bikes for the website. The company wanted to keep it simple....

I agree though, a better example is warranted.