Launches Worldwide Wireless Practice

Interactive agency on
Thursday kicked off its new wireless practice, which will occupy 40
employees in the company’s London, Singapore, Amsterdam, New York, and San
Francisco offices.

The aim is to serve clients looking for cutting-edge wireless applications,
especially in Europe and in other international markets, where wireless
technology is more widespread than in the United States.

The practice will be headquartered in the London office, and headed up by
David Eastman, Director of’s Mobile Business and Consulting
Global Practice Area.

“Demand for wireless solutions has accelerated rapidly, to the degree that
many of our clients in Europe and Asia are looking for mobile solutions
before web-based channels,” says Eastman.

“We see the trend accelerating as penetration continues to grow in Europe
and Asia, where mobile devices are quickly outstripping fixed-access
devices like PCs. Increasingly, this is how we are reaching our client’s

The development of a practice group puts a formal name and organization to
work that the company has already been pursuing in Asia and in Europe. has built a WAP portal for KPN Telecom, the market leader in
mobile phones in Holland. The application lets users access traffic
information, weather data, stock quotes, a diary and planner and conduct
e-commerce transactions.

Web development firms, like and its cross-town rival, Razorfish, have been building up
capabilities in wireless, and in broadband. The efforts are aimed at
maintaining leadership in a rapidly changing and developing global market,
where different content delivery and marketing platforms are coming to the

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