Sales embassy

in GermanyEuropeyour market

Sembassy is a sales embassy created to assist entry into European markets, offer custom research, business development, and provide temporary sales outsourcing.

Sembassy Use Cases

Sembassy is best for an early-stage mobile business or investor who is rapidly expanding business activity in Europe / especially Germany, exploring different M&A as well as corporate development options, looking for strategic partnerships to accelerate growth

The problem we solve

Companies experience the challenges that come with the territory when entering a foreign market, which has its own market dynamic, culture and customer expectations. We help clients to identify and run the necessary tools and initiatives.

Our services are designed for software companies with high value/high price solutions, long sales cycles and a complex decision making environment. The objective is to help you win the first 3-5 reference clients in a new market within the shortest possible time frame.

on Innovation

Benefits of working with Sembassy

  • With Sembassy, clients minimize financial & legal exposure
  • With Sembassy, clients avoid employment liabilities.
  • We run sales initiatives under our client´s brand identity
  • We use the latest real-time web and social search tactics
  • We run tactics for clients and provide full-service reporting

How to shop

Sembassy offers flexible terms. We are absolutely open for either equity or success based compensation with some project fees. Contact us to discuss the pricing, that ideally matches your business ambition.

Stand alone services are available as "boxed price".

We listen to what is being written across traditional publishers and on social sites. / Read More

We build authority among your local target audience / Read More

We promote your products and services locally / Read More

Instant access to our infrastructure and networks shortens your time to market and risk of failure. / Read More

Background & Testimonials

Axel Hoehnke

Axel is Managing Partner with Sembassy. He has more than 20 years of international experience in the digital space, with a track record of building and leading online advertising, mobile and e-commerce businesses.

12+ years with mobile technology leaders like Atlas, MicrosoftElisa GroupSmaatoRadioOpt, and 8 years in traditional industries with global leaders like Mars, Premiere/SkyTV and Thomson Multimedia.

I have counseled businesses from Israel, UK, US, and Scandinavia, enabling them to identify opportunities through the explosive growth of mobile phones and mobile services.

Interim management, board & advisory positions

Go-to-market strategies for North America, Europe and Asia

Corporate development including investment, M&A and strategic partnering

Understanding innovative enabling technologies and helping product definition

Hiring leadership talent and building product marketing & engineering teams


RadioOpt - Managing Director, Strategy & Company Sale


MobileMonday Germany - Co-Founder & Board Member


XING - Industry Ambassador - Mobile & Telecommunications.


Yapital - Interim CPO - Teams in Hamburg, Kiev and Luxemburg


Smaato - VP Strategy & New Business - APAC, Americas, and EMEA


Hiogi, Service Community - Interim CEO, Repositioning, Company Sale


Microsoft, Atlas Suite: Rapt (Yield Management), Screen Tonic (Mobile Advertising) Vibe (Behavioral Targeting) and Massive (In-Game Advertising) technology


Spin3 - Mobile Gaming / Gambling, Go-to-market strategy, Germany.


DigitalEnvoy, IP Intelligence, Go-to-market strategy and execution DACH.


Elisa Group. Finland’s largest Telco and City-Carrier investor in Germany.
Head of Electronic and Mobile-Business Unit Elisa Germany.


THOMSONSales Director Capital Chains, Consumer Electronics, THOMSON, Saba, and Telefunken.


Industry Focus

My sector expertise is Advertising Technology, Mobile Services in Finance and Retail, and Wireless Networks. I have been in "mobile" since 1999 and working with targeting specialists since 2002. As co-founder of the MobileMonday network, I have co-hosted or attended 100+ events as a speaker.

Deep relationships with leaders in the startup community both sides of the Atlantic

Deep relationships with leaders in the mobile industry (operators, oems, vendors)


100+ endorsements and recommendations from industry leaders on LinkedIn. Among them are top executives from Google, Microsoft, and Blackberry as well as entrepreneurs across the globe.

  • Axel has an amazing ability to link Mobile Innovation, Social Network Dynamics and their impact on international trade and investment. He is able to connect with and energize an audience, no matter how varied the group may be. At a recent conference that I organized he captured a crowd of media, tech, and online professionals with a presentation on Mobile Monday and its importance on driving innovation and cooperation between mobile developers, international technology companies and other relevant stakeholders. Great to see someone actually living the idea of Global Mobile Business Development

    October 15, 2012
    Rainer M. Giersch, Director Business Development Europe Government of British Columbia
  • Axel's company, Sembassy, has worked with Digital Envoy for several years. Axel is very hard working and results driven, and is always focused on providing top notch service to Sembassy's customers. He has proven to be a valuable resource for our company.

    / July 31, 2006
    Rob Friedman, Founder and EVP Digital Element at Digital Envoy
  • Axel is one of those few folks who understands both what the business needs and how the technology needs to support the business. His command of the digital media space, from both technical and business dimensions is truly impressive. And, he's a great human being and a pleasure to work with!


    October 9, 2012
    Harald Neidhardt, Founder & Curator MLOVE – Mentor & Advisor, Serial Entrepreneur
  • Axel is an expert in the German retail business with profound insight and excellent contacts. We appreciated his professionalism and go-getter spirit.

    July 26, 2007
    Andreas Cohen, Chairman I-COM Global
  • "Enterprise Goes Mobile" is an event series reflecting mobile as a resilient, unbreakable component in enterprise business process. It needed a keynote-speaker for its stop in #munichmt. @axelhoehnke combined all requirements for this engagement: mobile leadership, educating decision makers and addressing the mobile developer community. As the event revealed, Axel's keynote-speech was overwhelmingly positive received and trusted among the Central European enterprise mobile community. His long standing experience propels the mobile message to enterprises who then understand that the future of their business cannot circumvent the mobile paradigm. It needed the participation of a thought leader like Axel to make this event successful. I hope my recommendation is as thorough and diligent as Axel's preparation and guidance before the event and his presence at the event.

    May 25, 2013
    Thomas Gronbach, Director Marketing EMEA Keynote Systems
  • As VP Strategy and Business Development at Smaato, Axel was a tireless advocate for new approaches to both mobile business and branding. A compelling combination of energy and ideas, his work used psychology to understand organizational behavior and creativity to change it. I’m happy to recommend Axel; he’s an exciting person to be around. Axel presented to the key participants at some Online & Mobile Conferences in Singapore and obtained good reviews for his expertise in mobile advertising, his level of energy and how he challenged the participants in a positive, thought provoking and innovative manner. The title of the presentation was, "Mobile Innovation is changing Media and Offline Industries"

    October 15, 2012
    Marcus S Tan, Managing Director - APAC Smaato Inc
  • Axel has a very thorough knowledge of the German market. I was very impressed by his lucid and straight forward thinking business approach. great fun to work with !

    August 8, 2006
    Markus Zuern, SVP e-device