Mobileway operator agreements boost mass-market SMS

Instant high volume one and two-way text messaging is now possible with news that Mobileway, leading provider of global data access over wireless networks, is the first company to sign and implement direct connections for commercial SMS traffic with all four UK networks*.

As messaging takes over the internet as the hottest new marketing media, Mobileway is able to provide a resilient nationwide infrastructure to support high volume SMS generated by the latest mass-market SMS campaigns.

For interactive two-way SMS services, the company's direct connections will enable more than 1200-1800 text messages to be sent or received per minute, as opposed to 35-40 per minute with other two-way services that use SIM modem technology.

SIM modem technology is only suitable for 'trickle' campaigns that do not require a large response within a short time frame. By providing higher bandwidth, Mobileway is able to facilitate fast text messaging for direct response campaigns aimed at attracting large audiences.

News of Mobileway's direct connections is well received by the Mobile Data Association (MDA). "We see direct connections as a very reliable way to deliver high-volume one and two-way messaging campaigns," said Kate Marriott of the MDA.

"We've already seen the short fallings of existing SIM technology. For example, in a recent television campaign many viewers were unable to send messages to the designated number and bombarded customer services with complaints. Direct connections and close co-operation with the four mobile operators will provide the reliability needed for large volume SMS campaigns in the UK".

Mobileway's SMS infrastructure also provides cost benefits for large volume SMS transmission. The company's direct connections mean that its charges are not subject to the additional UK operator inter-connect charge of 3p per message that will be levied for messages sent between networks.

Those direct connections are also a vital prerequisite for revenue sharing and premium rate SMS services, where consumers are billed for premium rate SMS services on their monthly mobile phone bill or via their prepaid account.

Charles Damen, UK managing director of Mobileway, said: "We are the first to achieve all four direct connections in the UK and can now respond to the pent up demand for direct response campaigns using text messaging to attract large audiences.

"From mass market media campaigns to up-to-the-minute stock alerts or the latest ring tones, we can reach every mobile phone subscriber in the UK. With our direct connections, we offer seamless technical and commercial integration with each of the four operators. We provide a single access point and quick and easy set up for nationwide SMS services."

Mobileway is a leading provider of global wireless data access SMS infrastructure provider with 80 direct connection agreements in place with network operators on a global scale. The company offers total European coverage, including those networks in France and Spain that are now restricted to incoming international SMS traffic. Additionally, Mobileway's coverage also extends to the Far East, Asia-Pacific and the USA..

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Notes to Editors

• The Mobile Data Association (MDA) reported in August 2001 that the number of text messages sent in Britain each month will break through the 1 billion mark in September 2001 - almost double the volume in 2000.
• More than 50 Billion SMS (Short Message Service) text messages were sent over the world's GSM (TM) networks in the first three months of 2001 according to the GSM Association, the world's leading wireless industry representative body.
• Networks are on track to exceed the Association's forecast of 200 billion global messages during 2001.
•  In just two years, the number of SMS messages sent worldwide has grown from 1 billion messages per month (April 1999) to an average of more than 16 billion messages per month in Q1 2001, up fivefold on the same period last year, with no sign of slowdown.
• The GSM Association says there are now more than 500 million global GSM customers in the world (nearly 70 percent of the world's digital wireless market).
• The Mobile Data Association (www.mda-mobiledata.org) is the non-profit, global association for vendors and users of mobile data and their advisors. As well as providing a focal point for industry participants to meet and share information on technical and business issues, the MDA actively works to promote the uses and benefits of wireless value added services through industry and business press; conferences; seminars and the maintenance of a web site.

About Mobileway

Mobileway, Inc. is a leading provider of global data access over wireless networks for businesses and mobile operators. Mobileway manages the deployment of wireless data applications and enables associated payments. The company's global network and value-added wireless services are designed to enable network operators, content providers, enterprises and financial institutions to bring customized, user-authorized, and secure data services to mobile users. Mobileway offers wireless data services that include text messages, ring tones, m-commerce solutions, and service data such as copyright reports, click-rate reports, phone software updates, and user validation cryptograms. A North American company, Mobileway has offices located throughout Europe, Asia and the United States. Additional news and information about the company is available at www.Mobileway.com.

* BT Cellnet, One 2 One, Orange, Vodafone.