The iconic British Telecom Tower in London is to host an Israeli Innovation show next month.

Twenty-one Israeli high-tech start-ups are sending representatives to Britain, the result of a combined project between BT, the commercial department of the Israeli embassy in London and its Jerusalem counterpart, the Foreign Trade Administration of the Ministry of Trade and Industry.

The event is aimed at introducing Israeli innovations to BT — whose Jewish new chief executive, Ian Livingston, will speak at an introductory dinner — and to the wider UK telecommunications market.

The Israelis will be able to make Dragons’ Den-style pitches to interested parties.

Firms coming to London include Pontis, which sends adverts to people on their phones, based on what a person has bought; Celeno, which offers a wireless network for domestic users; and Cellex, which has created a program that simulates the mass usage of a company’s technology, to test problems before it is launched.