A new telecommunications company launched in Coventry is set to create around 100 jobs.
Blu4 is based at the University of Warwick Science Park's Business Innovation Centre in Binley and is the brainchild of three local businessmen.
Jaz Sangha, Dov Khela and Steve Shergill have chalked up more than 30 years in the industry and have signed contracts to offer some of the leading brands in telecommunications on a consumer and business-to-business basis.
They selected the Business Innovation Centre as their base as they believe their one-stop-shop approach will see the company expand over the next year.
The three directors are aiming to make Blu4 a market leader in the highly-competitive industry and needed flexible office space to meet that need.
Mr Sangha said: "We have chosen Coventry because we were all born and bred here but it is also the perfect location for the markets we are aiming to reach.
"If you put a compass in a map at Coventry and gave it a 70 mile radius, that is the area we are looking to get into.
"Our portfolio of products will offer customers everything from mobile phones and accessories for the five networks, cheaper landline calls and broadband as well as complex, bespoke solutions.
"Simply put, we want to save customers time and money by offering them packages that meet their needs."
Karen Aston, centre manager at the Business Innovation Centre, said she was pleased to see local businessmen investing in the city.
"Blu4 will look to embrace the latest developments in the telecommunications industry and we are delighted they have chosen the University of Warwick Science Park as their base," she added.
* There are positions still available at Blu4. For more information contact info@ blu4.co.uk or 0800 4584040.