A NEW venture using innovative technology to apply decorative images to mobile phones and other electronic products has been awarded a £100,000 Regional Selective Assistance grant by the DTI.

Trade Minister Richard Caborn announced the RSA grant for E-comeleon Limited, part of the Tanfield Group, which is setting up a base on the Tanfield Lea Industrial Estate, near Stanley.

The company will initially create 17 jobs in a new 40,000 sq ft factory. However, as part of second phase growth plans, E-comeleon plans to employ more than 500 people worldwide within two years, with 100 of the jobs at Tanfield Lea.

Mr Caborn said: "I am delighted that the DTI is able to offer assistance for this exciting and innovative project which is tapping into the over-expanding telecommunications market.

"The customisation of products, which this project is providing, is proving to he the competitive advantage for some brands."

E-comeleon uses a unique process to enable high- resolution full colour images to he applied to products manufactured from materials such as plastic, metal, wood, ceramic and glass.

As part of its operation the company has developed an integrated e-commerce strategy for maximum effectiveness in terms of Image transfers and communications with customers.

The technique developed by E-comeleon offers customers major advantages in terms of product differentiation, customisation and personalisation. The company is targeting markets linked to the growth of mobile phones, computer accessories and personal electronic appliances.

Roy Stanley, chief executive of the Tanfield Group, said: "The RSA grant has been instrumental in allowing us to fund the development phase of this exciting project.

"Now we are raring to go and we are proposing to roll out an ambitious programme to develop manufacturing sites across the rest of the world."