Wireless Expertise wants to be a mobile Internet SDK for Brands

Wireless Expertise launched today, offering brands the opportunity to bring value added services and applications to the mobile Web. Wireless Expertise presents itself as the one-stop solution for any brand trying to provide services over the mobile Web - acting like a Software Development Kit for Brands.

Wireless Expertise will handle the entire development and delivery of services and applications, and is focused mainly on high street brands. It will be focusing on four areas: mobile applications, mobile broadband services, m-commerce and advertising. The idea is that any brand that wants to provide customer services over the mobile Internet will be able to do so with Wireless Expertise - no knowledge or skills are required on the clients end.

Wireless Expertise has launched in the UK today, but hopes to be in North America, Middle East, Asia and Africa within the next 18 months. The company has some contracts in place already, including ill-defined “leading European based wireless application services” and an m-commerce solution in Africa, Middle East and Europe.

From the release:

Anuj Khanna, founder and CEO of Wireless Expertise: “Brands are hindered in delivering wireless services by poor user metrics, segmentation, development skills and product marketing expertise. Diverse handset operating systems and standards add to this conundrum. Wireless Expertise has been founded to solve the problems of wireless service development, application design and systems integration. We aim to expedite the deployment of mobile services by bringing together cohesive solutions for our customers, and adding key competencies from the entire spectrum of the telecommunications, internet and IT solutions value chain. Wireless Expertise will deliver end-to-end solutions working with growth partners to offer a “one-stop-shop”. We are proud to be part of a company which has risen from the ashes of a recession and is focused on taking the wireless applications industry to the next level”

Mike Short, President, Mobile Data Association UK: “Wireless Expertise is addressing the opportunity for mainstream brands to speed up their adoption of the mobile channel. The company brings a powerful blend of pragmatic and innovative skills to help grow this market. I wish Wireless Expertise and Anuj all the best.”

What we think?

It’s nice to see this confident and aggressive an expansion plan. From “English” to “Global” in 18 months? That’s some target. I like that everything from this company looks bespoke - more and more I think that direct web-to-mobile translations for services just won’t work, no matter how good the mobilization process is. For a tricky, unpredictable platform like mobile, things need to be designed more carefully.