In the company?s efforts to reach a global audience, 2ergo has hired John Orlando as managing director of the Americas.

Prior to joining 2ergo, Mr. Orlando was chief marketing officer at Livewire Mobile and is currently the vice chairman and marketing chair of the Mobile Entertainment Forum Americas. Mr. Orlando said that his mandate from 2ergo was to drive growth in the region.

?If you think about it, the way 2ergo makes many acquisitions, it has expanded its geographic profile,? Mr. Orlando said. ?So in terms of my position, it?s really to further the self-standing business that has been in play for over 10 years in the Americas.?

2ergo is a global provider of mobile technology with a focus on mobile marketing, business, entertainment and media. The company specializes in mobile publishing, messaging, content management, smartphone applications and mobile payments and connectivity services for its clients.

When Mr. Orlando was with Livewire Mobile, he was responsible for consumer marketing, corporate branding, services strategies, product roadmaps and research and development. He led a team of 90 people.

2ergo has already been making a name for itself in the Americas. It powers the mobile platforms of entertainment companies such as Fox News, Fox Business and Disney and has a relationship with AT&T.

With AT&T, 2ergo works on messaging and customer relationship management with the carrier for Fox's "American Idol" and Disney star Demi Lovato (see story).

The company is not quite ready to reveal its new plans, but Mr. Orlando said he has been working with 2ergo?s group managing director Chris Brassington.

Mr. Orlando said that he will be working in the Latin American region, as it is still an emerging market.

?Mexico, Brazil and the U.S. are really interesting markets because they are all in various lifecycles with brands and operators,? Mr. Orlando said. ?A lot of our plans involve bringing in broad sets of products to the right markets and developing great partnerships in the various marketing channels.?

As a chair with the Mobile Entertainment Forum, Mr. Orlando said that he has a wide view of the global mobile ecosystem, noting that the U.S. is broadband-oriented.

Mr. Orlando said that a major difference between the European market and the U.S. market is the carrier networks and how consumers buy mobile devices.

In Europe, most devices are bought outside of the carrier network, while the U.S is a portal-based carrier society. 2ergo has built applications for the European market and Mr. Orlando said that tools suited for high-speed broadband will translate well to the Latin American marketplace.

2ergo has reached a broad demographic range thanks to its partnership with brands such as Disney. Mr. Orlando said that he will continue to expand the company?s reach with distinct product lines.

Overall, Mr. Orlando said that with all of his experience in mobile, 2ergo will be a good fit for him.

?The thing that attracted me to 2ergo is they are one of the only companies with broad capabilities,? Mr. Orlando said. ?They can do everything for a brand to mobilize, not just one thing.

"It can be anything from mobile Web to CRM," he said.

?It?s making mobile part of a lifestyle and it?s something I?m very excited about."