ItsOn, Inc., the leader in Mobile Smart Services™, today announced two key appointments to its executive team. Anna Fieler, previously with Stella and Dot, Tiny Prints and Shutterfly is now Chief Marketing Officer for ItsOn. Richard Borenstein, previously with PayPal, Zong and Baynote is now Vice President of Business Development for ItsOn. Fieler and Borenstein will help lead ItsOn’s efforts to transform how mobile services and mobile devices are delivered, purchased and used. The pair join a founding team comprised of distinguished networking industry pioneers including Dr. Greg Raleigh and Charles Giancarlo.

“I am delighted to welcome Anna and Richard to ItsOn. They are extremely accomplished business executives with extensive experience in growing industry-leading companies,” said ItsOn founder, Chairman and CEO Greg Raleigh. “Anna will establish the ItsOn brand as the new and better way to provide mobile services, driving growth for our direct to consumer business revenues. Richard will lead our efforts to expand our mobile operator, OEM and OS supplier partnership agreements to proliferate ItsOn SaaS services globally and grow our software-as-service business revenues.”

As the first ever application of real-time, interactive cloud technology to mobile smart services, ItsOn is revolutionizing the mobile experience. Real-time consumer choices for mobile services right from their phone and a host of other exclusive features allow consumers to easily and intuitively find the right-size service plan that saves money and fits their lifestyle – all with no contracts or bill shock surprises.

“ItsOn is fundamentally improving the consumer experience in the fast-growing $2 trillion wireless services market. I am very excited to help build a game-changing company by providing marketing leadership to create iconic and magical mobile services,” said Anna Fieler.

Fieler’s track record includes building successful consumer internet companies with innovative business models. Prior to joining ItsOn, she was CMO of Stella & Dot, a global fashion brand that has reinvented direct selling for the 21st century. Prior to Stella & Dot, as Vice President of Marketing for Tiny Prints she built the brand and customer experience from unknown status to a household name, resulting in the sale to Shutterfly. Fieler has also held marketing leadership positions at eBay and CafePress, and began her career on Madison Avenue at Ogilvy & Mather and TBWA/Chiat Day. Fieler holds an MBA from Harvard Business School and graduated Magna cum Laude from Brown University.

Borenstien said, “ItsOn is a truly disruptive and game-changing technology. Empowering users with the control and flexibility to manage their wireless accounts from their smartphones is an elegant and intuitive way. The use cases we support are exactly what ItsOn’s service provider, OEM and OS supplier partners have been seeking for many years. Now, ItsOn Mobile Smart Services™ technology delivers the flexible mobile service creation and delivery platform required to enable the next wave of global mobile market growth.”

Borenstein brings over 20 years of sales and executive management experience to his new role at ItsOn. He most recently directed Digital Good sales at PayPal Inc., by way of Zong (acquired by eBay), where he was the Vice President of Business responsible for identifying, enabling, and managing all major strategic partnerships. Prior to that Borenstein directed Business Development at Baynote Inc., a leading on-demand recommendations and social search solutions provider, where he was responsible for the growth of the channel sales organization, international markets, creating strategic partnerships with Google, Cactus Commerce (MSFT), and CSK of Japan.

About ItsOn

ItsOn was formed by world leading pioneers in the wireless field to fundamentally change how mobile services are delivered and consumed. ItsOn began leading the Smart Services™ revolution four years ago. The company will launch its services to consumers and businesses in the US and globally starting this year. ItsOn has secured $15.5 million in Series B funding led by Andreessen Horowitz along with SV Angel and an investor group led by Jim Davidson. Previous ItsOn investors include Vodafone Ventures and Verizon Investments. The company is privately-held and headquartered in Redwood City. For more information, please visit: www.itsoninc.com or follow @OnItsOn on Twitter.