Emergency Mobile Alerts (EMA) will be used in emergencies by authorised government agencies including National Emergency Management Agency (NEMA), CDEM Groups, MoH, API, NA Police and Fire and Emergency NZ, when an urgent notification is required to inform communities of a serious threat.  Alerts will be pushed to mobile devices in specific areas and provide information about an emergency to the public more reliably than ever before, strengthening New Zealands emergency response systems.  Use of EMA will help agencies to provide appropriate lead time to allow the public to take action wkith a greater potential to reduce risk to life and property.  National Emergency Management Agency (NEMA) will be the custodian of the system.