Mobile Advertising Solution (MAS) has made former Amdocs exec Fredrik Palmaeus as its new boss, replacing former CEO Ilkka Lassila.

Meanwhile, the new board is made up of a mixture of financiers and entrepreneurs. Palmaeus says the changes are due to the company's expansion plans.

"The board plays an important role as the company enters a new and very expansive phase that includes several large international business collaborations," he says.

"Advertisers have been demonstrating a great deal of interest in mobile marketing for a long time, but it is only now that the scope is wide enough and mobile phones are sufficiently advanced for a major breakthrough."

Besides 123play, which has launched in the UK, France, Germany, Italy and Spain, MAS has also launched a branded free mobile games portal for Metro newspaper in the UK.

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