'At the moment we are focusing on the Middle East where there still are some state-run phone monopolies and where call charges are very high. We are doing an educational and PR push to explain that there is an alternative,' Plaisted said.
Her two-person PR department will work in liaison with distributors in each territory, attempting to place features and issuing news releases.
In the UK the department will be targeting the financial and business press.
'One of the challenges is to get over the fact that some people find it easier to pick up a phone even though it is more expensive,' Plaisted said.
She joins from the human-resources agency NHPR where she was a senior account manager. Before that she worked at Firefly Communications for three-and-a-half years.
She replaces PR manager Gareth Strangemore, who left six months ago to freelance.
Plaisted reports to marketing manager Paul Kelly at the company, which is based in London's Canary Wharf.