Developing a smartphone app for Caller ID service was a smart idea. Partnering with M/C/C from the idea's inception complimented this smart invention. Our market research uncovered consumer perspectives on key benefits, identified the demographics for target buyers and provided insight that was the basis for the name (Privus Mobile), logo, website, key selling points and the rest of our marketing communications programs. The results have been remarkable: more than 1 million app downloads and a major international contract that will generate more than $21 million in revenues annually. By any standard, Privus Mobile is a rocket ship, and the company wants us riding shotgun.