Riese Looks Back at Optimark

ORGANIZATION & MANAGEMENT

NEW YORK--Philip Riese, Optimark's ex-CEO, has been named CEO of Pennsylvania-based Airclic, a joint venture with Motorola, Symbol and Ericsson that enables mobile phones to scan printed web codes. Although Airclic serves a very different market, Riese has learned a number of lessons from his experience at Optimark.

"When a business model does not work, you must act rapidly and see whether you have competencies for alternative business," he says. Looking back, he observes, "I probably would have

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