Ultimately, this is a business for Microsoft, not just a public service. There are budgets for emergency response programs at all levels of government and in many businesses. Savage says Microsoft's first business effort with Vine is "bottoms-up" --local churches, schools, police stations. "Because those are the entities that citizens really trust." She says it's harder to build the business this way (although have you tried getting federal grant dollars?) but she thinks the technology will be more useful than if it's implemented top-down. "Grassroots is where this has to happen," says the Microsoft chief of emergency response platforms.