PUBLIC SECT0R: 3G telecoms trade body to beef up PR

The trade body for 3G telecommunications operators has boosted its

PR.



The UMTS Forum is keen to ensure the service, which will offer digital

sound and pictures on mobile phones, is a success.



Other recent technological innovations, in particular WAP phones and

digital broadcasting, have received a luke warm reception.



Citigate Dewe Rogerson and its technology arm Citigate Technology have

been hired to concentrate on targeting the technology trade press and

the financial media.



The account is led by account directors Patrick Toyne-Sewell, from CDR,

and Citigate technology's Jean Maxwell.



Toyne-Sewell said: 'Take WAP, for example - that didn't live up to

expectations created by hype. We are convinced that will not be the case

with 3G.'



He added that one of the focuses of the media relations work will be to

publicise the use of 3G in Japan.



'It's really taken off there - it is the future, that's the message we

are getting across.'



The forum estimates there will be two billion mobile phone users

globally by the year 2010.



The agency reports to UMTS Forum chairman Dr Bernt Eylert and will work

alongside the forum's part-time PR consultant, Chris Solbe.



CDR has already worked for the forum. In April last year in London and

Frankfurt it promoted a forum report giving an estimate of 3G revenue

globally up to 2010.



The forum represents 250 companies and organisations from 40

countries.



Members include BT, Orange and Vodafone. CDR will be promoting 3G in the

UK, France and Germany.



Companies are introducing 3G at varying times in a sector that has seen

a sharp fall in the number of phones being bought.



mmO2 has announced it is delaying the launch of its 3G services until

2003, while Vodafone is to plough on with an end-of-year launch.



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