MEDIA-I: Blue repositions and focuses on marketing skills

<p>SINGAPORE: Blue Sphere is changing its name to Blue as it moves </p><p>away from web development to focus on what it said is its core </p><p>competency - interactive marketing. </p><p><BR><BR> </p><p>The company is also stepping up its expansion, opening an office in Hong </p><p>Kong, which follows its acquisition of Auckland-based Blue Chili and the </p><p>setting up of an office in Sydney two months ago. </p><p><BR><BR> </p><p>Newly-appointed chief executive Jay Shapiro said interactive agencies </p><p>that focus on building client websites have lost the plot. Shapiro said </p><p>many interactive agencies make recommendations based on vested </p><p>interests. </p><p><BR><BR> </p><p>They recommend launching a website - even if there is no need for it - </p><p>because agencies have to keep its web developers fully employed, he </p><p>said. </p><p><BR><BR> </p>