RealNetworks made another top-level management shift Tuesday in hopes of staying more competitive in the mobile media market.

The Seattle-based digital-media company named Mike Mulica as president of worldwide sales and business development. It also moved Max Pellegrini, former Real president of mobile entertainment, to president of products and marketing.

Mulica has been CEO of Bridgeport Networks, FusionOne and, most recently, Openwave, each of which dealt with mobile technologies.

“I’m thrilled to join RealNetworks in the midst of a rapidly evolving and forward-thinking time for both the company and the mobile industry,” Mulica said in a statement.

Real is hoping Mulica’s experience in the mobile industry can help the company regain some of its former prominence in online media services.

“By adding Mike to the team and moving Max Pellegrini to a role of president of marketing and products, we really sort of doubled down on the market-facing side of the business,” said Rob Glaser, RealNetworks founder and interim CEO.

The moves are the latest in shaping the company’s frequently changing leadership. Glaser himself left the CEO position in 2010, succeeded by two chief executives over the next two years. Glaser returned in July 2012 and has been interim CEO since.

RealNetworks pioneered online streaming technology, but in recent years has found it difficult to establish successful businesses.

The Realplayer Cloud video-sharing service and Listen ringback tone app are two Glaser sees a future in.

“Our challenge is to be one of the category-defining companies in our business,” Glaser said. “There are a lot of other people who have decent products who don’t get above the noise.”

With products made and a team in place, Glaser said RealNetworks could move back to the position it once held in the online media world.

“I don’t want to count my chickens before they hatch, but I am very optimistic that the team we have in place will be in a strong position to take the business forward and achieve great things,” Glaser said.

Brandon Brown: 206-464-2164 or brbrown@seattletimes.com.