Greenlight Wireless now Skweezer

Greenlight Wireless has finally adopted the name of its flagship product.
The Irvine, Calif.-based developer rebranded as Skweezer Inc., taking the name of its popular Web-to-mobile transcoding technology. The startup also introduced Skweezer Ads – a new version of its 4-year-old mobile ad business, formerly known as Advertizer – and overhauled its Web site to support the rebranding.
“We see this branding initiative as an important step towards developing a clear concise message that will appeal to both our users in the public as well as our institutional customers,” said Skweezer President Mark Sieve.
Skweezer was among the first players in the Web-to-mobile formatting arena; the company is vying for space against a host of transcoding and browser companies including Google Inc., Novarra, InfoGin, Openwave and Skyfire.