Client updates go mobile as Masons claims legal first

City law firm Masons has launched a Web site which can e-mail clients on the move using wireless application protocol (WAP) technology.WAP technology allows users to access the Internet with mobile phones and palm top computers.

Telecommunication and media companies, such as BT Cellnet and national news services have already set up WAP-based services, but Masons claims to be the first law firm to harness the new technology to contact businesses.

On Friday, Masons launched out-law.com, aimed at the new media and e-commerce sector.

With it, Masons has joined the growing band of firms using irony to win business.

In March, Hammond Suddards embarked on a self-deprecating advertising campaign with the re-launch of its Web site (see [2000] Gazette, 16 March, 9).Masons' service is free, but it plans to charge for value-added services when it enters its second phase in late summer.At the moment, users can download news and information, including standard form contracts, for free.

Information and technology partner John Salmon said the second phase will see the launch of more personalised services, including more sophisticated contracts and on-line company information.The trendy branding is aimed at new media and e-commerce businesses.

The firm hopes to distinguish itself from competitors with 'user-friendly' cataloguing of information, ordered by business-type rather than area of law.Its on-line editor, Struan Robertson, has been charged with posting daily news stories on the site, with weekly e-mail updates for registered users.

Mr Robertson joined Masons from DLA's Scottish merger partner Bird Semple, where he was an information and technology lawyer.

But the site is not all strictly business related.

Visitors can vent their frustrations in a shootout with lawyers, venture capitalists and accountants in a game designed by Masons client The Games Kitchen.

In November last year, Masons partners sanctioned the information and technology group's plan to develop an on-line legal service to work along side its existing Web site.

Mr Salmon and Mr Robertson worked with IT partners Iain Monaghan and Jon Fell and marketing manager Vincent Gray.

Masons client BlackID designed the graphics and another client, Realise, developed the infrastructure.

The venture is owned by the partners and is structured as a trading division.

Anne Mizzi