A US database management company will set up Europe's first Internet-based voice interactive call centre in Derry, creating up to 230 jobs within three years.

The announcement comes a week after it emerged that e-commerce firm Gem will create up to 700 jobs in the city. The centre will occupy the top floor of the former Rosemount shirt factory, which already houses two Internet companies on its lower floors.

Marketing Database Associates, which has its headquarters near Boston, Massachusetts, aims to employ more than 100 people initially when it begins business in January.

The firm sells its products to companies with large customer bases and allows them to communicate simultaneously by voice telephone and the Internet.

Derry will become the hub of the company's European database management services.

The decision to set up in Derry follows detailed negotiations with the North's Industrial Development Board (IDB), which is providing grant aid, and discussions involving the leader of the SDLP, Mr John Hume.

Mr Hume grew up near the factory and members of his family worked there when it was still used for shirt making. He became involved in the discussions with the US company through his links with the Boston business community.

Mr Hume said it was symbolic that the company would use a former shirt factory.

"In the past, Derry was the international centre of the shirt industry.

"At one stage there were 44 shirt factories in this city.

"Now there are only a few because the textile industries moved to cheaper parts of the world.

"The high-tech industry is the industry of the future and it's appropriate that this company has decided to locate its operations in a building that was once part of Derry's past industrial revolution," Mr Hume said.

Mr Bill Heaney owns the building which is being upgraded to accommodate the new enterprise.

A subsidiary of the US company, MDA Europe, will be established and will provide a range of interactive Web-based services to domestic and international organisations, including voiceover Internet technology.

The managing director of Marketing Database Associates, Mr Tim Maroney, said the company had been impressed by the commitment of the people of Derry to the project and the availability of a strong local workforce.

"Ever since we started our discussions with the IDB, John Hume and Bill Heaney, we knew Derry was the place we wanted to be and we are delighted that we have been able to finalise our discussions so that we can commence operations here," he said.