Available as a free app on iPhone, Android and Blackberry, with later rollouts on a variety of computers and devices, Zappix lets the user customize the list of companies most often called. It “remembers” pathways and choices such as how to dial for latest flight times, where to order a pizza or how to check a bank account balance without having to go through the entire menu again.

Ozeri tells ISRAEL21c: “Basically we are taking an innovative solution, the famous voice systems tech called IVR, and are converting the annoying voice options menus into smart visual menus. Instead of hearing all these menus and having to press all the data in ‘long dark corridors,’ a caller sees everything on their screen to navigate very easily.”

This happens before the call has been initiated, “so a caller will have all the time in the world to go back and forth and choose where they need to call,” he adds. “If there has been a mistake, they can take a step back.”