Sir Bob Geldof, dot-com avatar, is joining the WAP phone scrum with Brian Moore, former England rugby union international and current city solicitor to the rich and famous. They are promoting WapWorld, supposedly Europe's "first free, independent dial-up WAP gateway and portal", The Guardian reports. Moore and Saint Bob will use their contact books to sign up big name columnists from the sports and entertainment world. "WapWorld will have hip content generated by an inhouse editorial team who know the sort of things people want to read and listen to," Moore told The Guardian. WapWorld will be celebrity-driven, Moore told the paper. So is it going to be a Sun or an Hello for phones? We can see an IPO coming on, and quickly too: with celebrity names like Geldof and Moore, it's a sure-fire bet that dumb money retail investors will pile in. WapWorld, a JV between Geldof's Ten Alps, Moore's digital marketing business Abacus, and Internet plumbing company, Jingo Communications is reportedly embarking on second round fundraising. The company is making all the right noises -- Visionary, First Mover Advantage, Two Celebrity Endorsements and crucially - a distribution deal with Carphone Warehouse which will see its technology installed on all WAP-enabled handsets sold through the UK's biggest mobile phone retailer. ®