Ex-Tanla marketing chief Anuj Khanna has launched Wireless Expertise, a consultancy focused on the rapid development and delivery of mobile Value Added Services and applications to a wider global market. Founded with the intention of bridging the market gap and speeding up the delivery of mobile services, Wireless Expertise's offering will include international consultancy, service design and development solutions to help brands overcome barriers to reach out to their customers via the mobile channel.
The increased demand for handset applications, mobile broadband, mobile commerce and advertising services is encouraging mainstream brands to deliver their products through the mobile channel. With over 4 billion global consumers using wireless services, this market is still in its infancy, and has a lot of room for innovation and growth. However, Khanna believes that many companies are faced by limited knowledge, segmentation or expertise whilst designing, developing and deploying mobile services.
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, he says. 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.
Over the last 12 years Khanna has worked internationally on mobile payments, managed content, applications and messaging services, with over 100 global mobile operators across 30 countries. He is also the author of five books on the mobile industry.