He later co-founded the mobile marketing firm 12snap in Munich, London and Milan, which worked with Coca-Cola, McDonald's, Nokia, L'Oreal and others and won the first Lion Awards for mobile creative concepts in Cannes.
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In 1994, he went to Tokyo to study Japanese management at Sophia University, and there first became exposed to mobile phones that had just become available in Japan.
CEO Cyriac Roeding, founder and EVP of CBS’s mobile unit, created the concept while an entrepreneur-in-residence at Kleiner Perkins.