Newly expanded Mobile Reach International has promoted Brian Balbirnie from the position of vice president of operations to that of chief operating officer.

The board of directors at the Cary-based company, which recently acquired local firm Waves Consulting Group, unanimously approved the promotion of Balbirnie effective Jan. 1.

In his newly-created role of COO, Balbirnie will oversee day-to-day operations, new ventures, corporate compliance, investor relations, and management of the organization’s multiple business units.

“I am thrilled to join the executive team and be associated with a progressive-thinking company,” said Balbirnie. “I plan to continue to help Mobile Reach shape, influence and educate businesses on how mobility devices impact profitability.”

In addition to its recent acquisition, the 40-person company has completed its move into new office space four times the size of its previous location. Mobile Reach also has expanded its customer base lately. In December alone, it disclosed major deals with Borders Group and Lockheed Martin to add to its already impressive client list, which includes Wal-Mart, Hershey’s, Time Warner Cable and Duke Health.

Prior to joining Mobile Reach, Balbirnie was the VP and managing director of Ivue Corp. During his tenure there, he led the launch of one of the industry’s first Internet Broadcast player-less technologies.

Before Ivue, Balbirnie served as a strategy consultant for telecommunication firms such as GCS Telecom and Target Television, where he was responsible for directing financial strategies to build stakeholder value. He also has founded and served as CEO of Snapscape, a wireless compression software company.

“Mobile Reach continues to benefit from having the best and brightest within the wireless industry. We are thrilled to add Brian as the newest member of the leadership team,” said Mike Hewitt, CEO of Mobile Reach. “His years of business development experience and expertise in innovation technology are a valuable asset to us as we continue to build and move our company forward in 2004 and beyond.”

Mobile Reach: www.mobilereach.com