WIRELESS AD SERVICE TO EXPAND WITH U.K. PARTNER

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Ewireless, whose #333 service enables wireless phone users to respond to radio ads immediately after they're aired, is partnering with telecommunications company Cable & Wireless, London, to expand its offering throughout North America, Europe and Japan.

The advertiser-paid service, which launched in the U.S. last summer and is now being offered nationwide and in Canada, allows consumers to respond to radio ads without using up mobile-phone airtime or being charged for the call. All calls are received through an "e-wireless" call center, which forwards consumers' calls to the selected advertiser in their area.

The Chicago-based company has more than 2,000 advertisers signed on, including the American Automobile Association, Comcast Online and Landmark Financial in the U.S., and American Express, Charles Schwab and General Motors Corp. in Canada.

Copyright March 2001, Crain Communications Inc.

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