Que Pasa Restructures

Mobile media company Que Pasa has announced the launch of Mobrool, a new platform designed to enable brands, agencies and media owners to launch bespoke mobile Internet sites
The Mobrool platform allows sites to be built swiftly and efficiently, with best-of-breed content and functionality, the company says. Accessed from a modern web interface, it incorporates a simple-to-use drag-and-drop content editor, an embedded emulator running through actual handset protocols, highly flexible treatment of assets (such as image cropping and rendering), RSS feed integration, video delivery, and detailed user behaviour reporting.
The first site to be built on the Mobrool platform will be for the Red Stripe Camden Crawl. Users can text ‘CRAWL’ to 82100 to get a link to the official mobile site and receive text information updates during the event itself, which takes place on 18 and 19 April. The mobile site will include listings and venue details, downloads, competitions and exclusive editorial content.
The launch is part of a wider strategy for Que Pasa, in which the company will restructure into a group of three businesses comprising Que Pasa Mobile Marketing, a mobile marketing agency; Que Pasa Communications, a branded content production business; and Mobrool, a technology agency.
The mobile marketing agency extends Que Pasa’s existing expertise in this sector and will provide mobile-specific marketing solutions underpinned by best-of-breed technology and content. Que Pasa Communications will produce branded entertainment products and services for mobile and other platforms, while Mobrool will provide the technology to deliver, build and host mobile Internet sites.
The three businesses will trade independently of each other, but will work together where natural synergies occur to fulfill client needs, providing clients a more nuanced approach to their marketing, content and technology requirements.
“Que Pasa’s business has grown substantially over the past four years,” says Que Pasa Co-founder, Hugh Burrows. “The market for mobile services has matured, and we have arrived at a point where there is a need to make a distinction in the wide ranging services that we can provide. The Mobrool platform and our ongoing strategy will enable more brands and organisations to realise their mobile communications strategies.”