Conceived, developed the strategy, internally/externally marketed, program managed, and successfully implemented Sun's first ongoing hosted ASP business venture to deliver rich wireless media content to any mobile devices, now extended to any device, over any network. The prime focus of this venture was gaming, video, audio. Created a hosted joint venture investment for content distribution. Provided not only the business and financial model leadership, the GTM planning, but also the, technical architecture and build-out oversight, project management, carrier service and support integration, and value added partner integration. Successfully reorganised an inbred Information Technology (IT) group from a traditional mainframe centric, hierarchical and functionally organised department of 120, to a more service oriented flatter, customer facing and network centric consulting organisation of 60.