To say that QUALCOMM (Quote, Chart) has been working "diligently" to get its wireless software toolbox in the hands of developers is an understatement.

The San Diego-based firm has been viciously promoting its Binary Runtime Environment for Wireless -- or BREW (define) -- since it was launched in 2001. But after tackling the U.S. and Asian markets, the wireless giant is now turning its eyes toward Europe.

In addition to showing its wares at the ITU Telecom World 2003 in Geneva this week, the company Monday said it plans to host its own regional developer conference to provide additional information for developers on deploying BREW- based applications to operators offering BREW-based services in other countries.

Recently named as senior vice president of European business relations, Johan Lodenius says there is plenty of opportunity for the BREW system to make an impact on services and content being offered to European wireless subscribers.

"QUALCOMM is making a long term commitment to work closely with operators, developers and handset manufacturers in Europe with the goal of helping them realize the significant results already being experienced with the BREW solution in other regions around the world," Lodenius said in a statement.