This paper presents an analysis of the efforts to develop new application software under fire by innovators of the Israeli start-up nation. The applications were developed voluntarily by Israeli civilians living in Tel Aviv during Operation Pillar of Defense in November 2012. At the time when the IDF (Israel Defense Forces) was engaged in a military attack on Gaza, codenamed “Pillar of Defense”, the armed Palestinian militant groups Hamas and Palestinian Islamic Jihad were firing Grad and Kassam rockets at civilians in the State of Israel's home front. The new applications were designated to mark and map the locations of public shelters during emergencies in Israeli cities and towns for the benefit of civilians regularly using smartphones and applications. These applications were the brainchildren of Israeli home front civilians who wanted to help themselves as well as others who could find themselves trapped under rocket fire in the “City of Tel Aviv” for the first time in their lives (apart from Iraqi missiles in the winter of 1991 during the “Gulf War”). This article originated in and was written as a result of the personal experiences of this writer on the home front of the State of Israel in the physical and digital expanses (social media, Web 2.0) during “Operation Pillar of Defense”, in November 2012.
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