That's a great question.
The way the systems works now means that there is no privacy concern because it's one direction. It's over TV and radio. The way the wireless alerts work is that they are sent from a cellphone tower directly to your cellphone, and there's no return path. Nobody signs up. Nobody gives a phone number or any personal information. If you're talking about direct to land line phones, you might have to have phone numbers. That would be something we would take on.
Pelmorex has more than eight million users in the country. We're “privacy by design” certified. We take privacy extremely seriously, so we would use similar approaches if a situation existed where we needed to have personal information.