PocketSurfer2, a mobile internet device made by Datawind, has drafted in agency help to widen its reach among a mass consumer audience.
Bottle PR will position the device as a secondary pocket gadget, rather than an alternative to a mobile phone.
Agency director Sian Gaskell, who heads the account, said she did not foresee any issues with customers wanting to have only one mobile device in their pocket, and would try to secure space alongside mobile phones.
'Data commissioned by a mobile operator indicate that a high percentage of people have two phones,' she said.
'The incidence of work phones, for example, would suggest that people do want mobiles that focus on one particular device.'
Unlike similar devices such as BlackBerry and iPhone, the hand-held computer only offers internet access and PocketSurfer2 actively trades on this speciality.
'PocketSurfer2 does not really have a particular competitor,' said Gaskell.
'There is so much activity in the mobile market but people are worried about costs, download speed and having tiny screens so this is a great opportunity for a device aimed at removing those problems.'
Bottle's brief is to bring PocketSurfer2 into the mainstream media and the agency will be targeting the consumer and lifestyle press in particular.
Part of the campaign is based on market research which suggests that the audience for mobile internet devices is not confined to professionals but could extend to blue-collar workers as well.
Bottle won a three-way pitch for the contract, beating PocketSurfer's previous retained agency Ranieri Communications. The team has experience with mobile technology. Gaskell was previously in charge of European PR for BlackBerry.