Mr. Mehta has been trying, with some success, to overcome not only his own age, now 28, but the uncertainties of the emerging wireless industry. As co-founder and president of Ipsh, a wireless marketing company, Mr. Mehta has spent hours in waiting rooms trying to get marketers-from McDonald's to Madonna-to buy into marketing on cell phones.
Even harder were visits to wireless service providers. "The carriers, they wouldn't give me the time of day," he says. "They'd say, `Who is that kid?' "
Ipsh provides ringtones and other services. It was the first to work on a U.S. McDonald's cross-carrier campaign, "Are you Mac enough?" The company Web site proclaims Ipsh stands for "instant power single-handedly." But Mr. Mehta, once a DJ, says it's actually the sound a record makes when a DJ scratches it.