Mobileway®, leader in managing mobile transactions across the globe, will showcase Celph Alert, a mobile flyer cum coupon mechanism jointly developed with CELPH, a developer and application provider of mobile value-added services for Jurong Point Shopping Centre at Mobile Commerce World Asia 2002 (16th - 18th April 2002), at Booth 4D07, SICEC.

Launched in the beginning of 2002, the Celph Alert is an opt-in, permission-based, carrier agnostic marketing mechanism delivered via SMS that allows mobile users, to selectively receive m-flyers and coupons from participating merchants in the form of a text message on their mobile phones. The Celph Alert system is powered by an automated web-based publishing system developed by CELPH and Mobileway provides the means of delivery to mobile phones. Results from pilot trials were encouraging as it showed that the redemption rate of the m-coupons averaged one in every five users who opted the service.

"With the launch of this service, we have received numerous enquiries from shopping mall owners located as far as Germany, who are keen to implement the same technology in their malls," said Cyrille Even, General Manager and Vice President of Mobileway Asia Pacific. "Mobile payments will also become more pervasive as the next step in global wireless adoption. Mobileway is poised to deploy its revenue sharing, billing and settlement solutions to its partners to manage transactions that flow inside the mobile commerce value chain. This will create additional, high margin, revenue streams for the vendors involved, as well as providing a positive and seamless end-user m-commerce experience."

On 18th April 2002 at 2pm, Mr Cyrille will also be sharing with conference delegates a case study on the success story of the ATV Bi-weekly Interactive TV Quiz - "Revenue sharing model: Leveraging technology to monetise content in a competitive environment".

Mobileway: Recent partnerships
With an unrivalled global messaging reach achieved through contracted direct connections and bilateral commercial agreements with 88 of the World's leading mobile network operators, the first quarter of 2002 has seen Mobileway collaborating with strategic partners to provide:

• successful interactive SMS-based marketing campaign for the World's leading coffee, bagel and donut chain - Dunkin Donuts
• wide range of ringtones, logos and picture messages to Internet Service Providers (ISPs) like Pacific Internet
• SMS-based services for Motorola's newly launched Mobile Services Café suite of mobile Internet applications and services
• SMS solution for the Pepsi 'We'll take You There' promotion
• international short messaging services (SMS) to TimeCel users to over 55 countries
  

In February 2002, Mobileway and Siemens Mobile Phones, a global leader in mobile phone manufacturing, received the award for 'Best Practice in Consumer Application' for the mobile version of 'BattleMail KungFu' in SMS2002 awards in London.

About Mobileway
Mobileway is the leader in managing mobile transactions across the globe. With direct connections to 88 mobile carriers, Mobileway has unrivalled reach to 90% of mobile users throughout the World, guaranteeing cost effective, secure deployment of mobile applications to professional and personal mobile users.

By expanding the reach of lifestyle services such as instant messaging, infotainment, mobile marketing, m-commerce and enterprise applications, Mobileway increases the value of mobile data for operators, content providers and corporations alike.

Incorporated in Delaware USA, Mobileway has offices located throughout Europe, Asia and the United States. Additional news and information about the company is available at www.Mobileway.com.