Emblaze (LSE: BLZ), which provides next generation telecom solutions over wireless and IP networks, has announced the appointment of Laurence Alexander as chief executive of Emblaze Mobile. Emblaze Mobile develops and manufactures next generation, customized mobile devices for mobile operators.
Alexander will join Emblaze Mobile from European mobile operator O2, where he has held a succession of top-level roles running multi billion pound businesses including CEO of Genie, CEO of O2 Online, director of UK products, and president of O2 Asia Pacific.
The appointment of an executive with Alexander's experience represents an important milestone in Emblaze Mobile's development. This is not an ordinary appointment, but the recruitment of a manager who has filled a senior role at a large European wireless operator, who therefore has intimate knowledge of the European wireless market. Such a manager knows how decisions are made in Emblaze Mobile's target market, the specific needs of potential customers, how handsets are marketed to end-users, and, most importantly, has well-placed connections among senior managers in the target market.
Commenting on his new role, Laurence Alexander, said, "Emblaze Mobile is well placed to begin to establish itself as a serious player in mobile devices. All the pieces are now in place for us to establish a strong brand position and market share. I am looking forward to the opportunity of leading Emblaze Mobile on the next stage of its growth. I see us being a major brand in mobile devices within three years." Emblaze CEO Eli Reifman said, "We are excited that Laurence has agreed to lead Emblaze Mobile. He adds a consumer facing perspective to our design and manufacturing skills as we prepare to build on our success in the Far-East with a strong push of our next generation 2.5G and 3G handsets in Europe and worldwide."
Emblaze Mobile produces media-rich handsets with sophisticated voice and data solutions.
Published by Globes [online], Israel business news - www.globes.co.il - on January 17, 2005