Ireland is home to a plethora of new companies focused on the international 3G market. Alatto is the pick of the bunch.

Working out how networks and commercial enterprises can make money out of the new technology is the job of consultancy firm Alatto. "Our role is to take the myth and hype out of the wireless market and show where the profitability is" explains Alatto co-founder Neil Flanagan, who formerly worked with Dresdner Bank, Siemens and the Enba Banking group. "We work with a number of 3G operators in Europe and the UK, building applications, revenue stream models and products for clients looking to harness the wireless domain". Alatto partner David Lehrer spells it out. Adult content and gambling have historically been the most successful sectors for new technology - and WAP too has a successful sector in gambling and x-rated content - thanks to the advantages of privacy as using an office system can leave a trail. For the under 18 market its currently possible to gamble and not just for non cash prizes. Not very charitable but with so much invested many operators are looking at these offerings."

Ireland seems refreshingly immune to the 3G hype, perhaps explaining the success of companies exporting practical, worthwhile services abroad. Flanagan says: "Much of the international press is encouraging excessive expectation with 3G, which will cause later dissatisfaction.There is too much focus on the gee-whiz factors and not enough on the realities and business factors such as billing structures. We don't dissuade our clients from pursuing highly inspirational avenues however, because innovation can create a monoploy which commands monopoly rents, but we do suggest a backup strategy - that way you aren't betting a product (or company!) on one technology."

Formed at the end of 2000, Alatto employs only 30 partners and associates but is kept busy educating and working with enterprises who are aware of the possibilites of wireless but who are unsure how to make the most of it.