Symbian hires Text 100 on European remit

Mobile phone software company Symbian has hired Text 100 on a pan-European brief.

EMEA vice-president Vicki Butcher and senior consultant Jane Keate will lead the Text 100 team, reporting to Symbian vice-president communications Peter Bancroft.

The four-strong UK based-team will handle trade and technology PR across Europe. It is thought the Nordic and German markets are a particular target.

Key groups to be targeted within the industry include network operators, technology partners, software developers and handset manufacturers.

Symbian is a joint venture between handheld computer firm Psion and mobile phone giants Nokia, Ericsson and Motorola.

Butcher said: 'Our job will be to raise awareness of Symbian as next generation, not just third generation. This is not a consumer campaign as we'll be emphasising the opportunities that Symbian technology can offer businesses.'

'The market has been burnt in the past with the hype raised over WAP and, as a whole, the telecoms industry is suffering globally.

'But we'll be communicating the message that it's not all doom and gloom. Our role will be to promote Symbian as the honest broker of the wireless market and make sure that it isn't associated with the hype,' she added.

The fees involved in the deal are undisclosed. The Symbian team will be working alongside Citigate Dewe Rogerson, which is retained to handle Symbian's financial and City PR.

Last week Psion, which has a 28 per cent stake in Symbian, announced the intention to float the company. However, City observers suggested this is unlikely to happen until the end of next year.

Within two years, it is estimated by Symbian that around half of Nokia's mobile phones will be using Symbian technology. And Symbian smart phones by Ericsson will launch later this year.

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