Carat to handle launch of mobile Net service

Carat International has won the multimillion task of launching Sonera Zed, an Internet service accessed through mobile phones anywhere in the world.

The service is described as “a personal portal independent of time and place” that offers business and domestic mobile phone users access to features such as e-commerce, address books and news.

It is run by Finnish telecoms operator Sonera, which last month appointed Leo Burnett to build Zed into an international brand. The global roll-out of Sonera Zed will begin in spring next year.

Jane Moilanen, brand director of corporate communications at Sonera, says: “We selected Carat International on the basis of its expertise in handling major multinational advertisers, the strength of its network and the quality of its local offices.”

Sonera is Finland’s biggest telecoms operator in a country seen as the most advanced mobile phone market in the world. Mobile penetration in Finland is more than 60 per cent.

Kaj-Erick Relander, executive vice-president responsible for Sonera’s international operations and mobile and media, says: “The launching of the mobile portal business is a significant step for Sonera, as it allows us to expand our mobile communications services to areas where we don’t have our own mobile network.”

Brian Jacobs, managing director of Carat International, says: “We are delighted to have the opportunity to work with a company of Sonera’s vision and ambition.”

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