print this press release MOBILEWAY SELECTED AS MOBILE MARKETING PARTNER FOR VIRGIN MUSIC Mobileway has been chosen by Virgin Music, part of The EMI Group, as the mobile marketing partner for the launch of the latest singles from pop groups, Blue & Atomic Kitten in France 1 July 2003 Paris - France This agreement sees Mobileway, the global leader in managing and monetizing mobile transactions, providing Virgin Music with the necessary infrastructure to reach music fans across all of the mobile networks in France. Mobileway is also supplying Virgin Music with one common short code across the operators and a suite of premium SMS applications to build an innovative and interactive campaign. The month-long marketing campaign set to be launched by Virgin Music features an instant win competition which will allow fans to win a host of prizes, and a channel for participants to send in their details and preferences to form part of a new Virgin Music fan club. The campaign is set to run on inserts included in the packaging of the new Blue and Atomic Kitten singles, as well as featured in a series of adverts in McDonalds’ newsletter (‘çà se passe comme çà’) as well as on the TF1 TV station and various radio programmes. Music fans will be asked to send an SMS to short code '61861' with the appropriate keyword, BLUE for the fans of the boy band and ATOMIC for the fans of the girl band. Participants will immediately find out via an SMS response whether they have won one of the array of prizes on offer, including DVDs, money-off coupons, albums, signed autographs, or even the chance to meet the bands themselves. The M-Instant Win application from Mobileway grants Virgin Music the freedom to opt to select the 'winning moments' either at random or to set them to take place at pre-defined times. The first SMS received during one of these winning moments is a winner and receives a prize. Having been notified by SMS as to whether they have won or lost, pop fans in both cases are invited to send in their details by SMS with the winning code where applicable. The M-Moderator application from Mobileway facilitates the collection of these details and builds up a new community of fans which grows as the campaign continues. Virgin Music can then use this base to send its members various offers corresponding directly to their particular interests. All these services are based upon Mobileway's application platform, the Mobileway Fun Suite. The Suite currently comprises 6 applications that can be used to run promotions, quizzes and competitions all designed to increase brand loyalty through fun, while providing real-time results and the ability to aggregate entries received from various channels including SMS, the Web and via IVR. "We have selected Mobileway on the strength of the company's quality of advice as well as the suitability and usability of the applications. Working with them allows to run a truly interactive campaign and as a consequence we are able to build up an extremely targeted fan base which can be used to effectively market further services and run future promotions," explained Boris Vedel, Product Manager for Virgin Music in France. "We are absolutely delighted to be given this opportunity to share our experience and our 'off the shelf' interactive mobile solutions with Virgin Music. We are now starting to see a marked increase in ventures of this kind as companies begin to recognise the power and importance of striking up a personal relationship with the mobile user. Building up personal relationships of this kind with a whole community of consumers are essential to harness the true potential of effective mobile marketing," concluded Christophe Riccardi, Country Manager for Mobileway in France. end