revolutionizing the mobile carrier + client experience

In the moment + unavoidable  + actionable + reportable

miiddle™ gives a new voice to mobile carriers through a group of services that create a more successful customer life-cycle by ensuring effective communication that reaches 100% of subscribers, 100% of the time.  Our dynamic patented technology, intelligent insertions™, allows carriers to deliver a brief personalized audio message to its users at the beginning of an outbound call. miiddle™ gives the carrier an edge by leveraging the power of the human voice to communicate directly with users, which enhances customer loyalty, retention, and growth. By combining technology with behavioral patterns, our unique approach is disrupting the typical mobile carrier model and allowing brands to speak to users in ways never imagined. We are miiddle™: the #VoiceOfTheCarrier.


  • Targeted, One-to-One messaging, with the ability to customize messaging to a single customer or to an entire segment of customers
  • Works on any phone, on any operator network, anywhere in the world
  • Flexible, scalable and easily deployable SaaS solution
  • Comprehensive control and customization of your message’s audience, frequency, and time of delivery, plus ability to “block” message insertion based on dialed emergency or carrier contact numbers
  • Unavoidable – reaches 100% of the customers, 100% of the time
meet our team


Actionable, in-call communications using our patented intelligent insertions™ technology

Sound Envelopes

Announcements during customer lifecycle focused on Wireless Carriers KPIs (ARPU, CHURN, VAS, Retention)

Ad Envelopes

Announcements to generate additional revenue; ARPU growth

Brand Envelopes

Announcements focused on brand engagement with customers

Survey Envelopes

Announcements to generate customer feedback and interaction with the brand

Crisis Envelopes

Announcements to effectively inform customers about critical situations and emergencies

Enterprise Envelopes

Internal communications to keep your workforce on message and engaged


All initiatives will have a real-time reporting platform that provides measurable results from campaigns (improvement vs. SMS or Outbound campaigns)

miiddle labs

Our in-house development of disruptive ideas and technology that surpass industry standards




Lance Ware

Chairman + Chief Executive Officer

25+ years of experience  with more than a decade shepherding technology-driven companies from inception through high-profile acquisitions, successive adoption and growth cycles. Former SVP of Technology at Technicolor, CTO of Thomson’s Technicolor Electronic Distribution Services +  Co-founder and CEO of SyncCast (acquired by Technicolor in 2007) which powered solutions for Microsoft, Billboard, Warner Music Group, Lionsgate Entertainment, NBC Universal, EMI Music Group and DirecTV. He holds various patents and is a regular speaker at national and international events including NAB, CES and Digital Hollywood, CDSA, HEW Summit and PEVE.

Craig Nealy

Chief Operating Officer

25+ years of experience leading global partnerships, launching start-up companies and driving significant revenue growth. A few notable clients and partners include the following Adobe, AT&T, Bell Canada, Disney, Fox Sports and MLB, NASCAR, NBA, NHL, NFL on FOX Sports, Global Crossing/Level 3, Microsoft, TelCel, TelMex, Televisa, Telemundo International, NBC/Universal, and Verizon.

Robert Waldschmitt

Vice President of Human Resources and Special Projects

Robert Waldschmitt brings a multi-faceted approach to the team. He graduated with a Bachelor’s Degree in Finance with a minor in Entrepreneurship from Lehigh University and is presently pursuing his Juris Doctorate from Pepperdine University School of Law.Prior to joining miiddle, Robert worked as a valuation analyst for a real estate holding and management company. In that role, he used his research and analytical skills to identify and evaluate future tenants and property for the company. At miiddle, Robert assists Lance and Craig with various projects ranging from contracts to human resources.

Daniel Petry

Vice President of Sales & Marketing

Daniel has 20+ years of success across sales, marketing and business development.  He’s a champion of revolutionary technology and founder of Sha-Ka Software: a boutique mobile device application developer.   Former Senior Vice President at Enhanced Information Systems’ (EIS) Daniel created a national enterprise sales team that was supported by a 250 person Small and Medium Business (SMB) call center and as a result he grew the EIS revenue stream to more than $8,000,000 per year in net profit.  Mr. Petry is an avid supporter of a number of local and national charities. He actively participates in Future for Kids, ICAN, Sharing Down Syndrome, Prevent Child Abuse Arizona, Arizona Children’s Association, Wounded Warrior Project, Iraq and Afghanistan Veterans of America and Puppies Behind Bars.

Cristina Frieri del Castillo

Latin American & Caribbean Group, Vice President

15+ years of experience developing business across various industries in the Latin American region through Marketing, Sales and General Management positions in companies such as: Microsoft, Mattel, Parmalat and American Assist International. Cristina is creator of award-winning marketing campaigns and has a solid track record for leading turnaround business plans in the region.

Nicholas Harney

North American Group, Global Account Management

Prior to joining miiddle, Nicholas assisted Global Channel Sales with various tasks such as provisioning email accounts and maintaining online assets. At miiddle, he ensures that every new team member has the technical IT resources that they need such as an email account, calendar and auto signature to represent the brand of miiddle. Nicholas tracks MBOs and accomplishments for team members for review on a monthly and quarterly basis.

Yela Cintrón

Latin American Group, Agency Services, Marketing, and Public Relations Consultant, Marketing Consultant

Yela Cintron has been an entrepreneur since an early age. Born and raised in Puerto Rico, she showed interest in the business world since she was a little girl. She is founder and CEO of CorpId+ Advertising, an advertising agency based in Puerto Rico and Florida, USA. She has headlined workshops on Branding and Digital Marketing, both in Puerto Rico and the United States; has served as a consulting advisor for branding and advertising for many businesses; and has developed the branding and advertising strategies for different start-ups.

She graduated with Summa Cum Laude (4.00 AP) from the University of the Sacred Heart in Puerto Rico, in Communications, majoring in Telecommunications and Graphic Arts. She has a Certification of Specialization in Digital Marketing from the University of California, Irwin Division, and currently completing a Master Degree in Digital Marketing at the University of Catalunya in Barcelona, Spain.



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