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NELLYMOSER DELIVERS ON MOBILE 2.0 PROMISE OF EXTENSIBLE, CROSS PLATFORM SERVICES

New Mobile Services Extended With Rich, Interactive Widgets And Microsites, Accessed Across Multiple Platforms And Supported By In-Application Advertising

CTIA - Las Vegas - April 1, 2008 - Nellymoser, provider of the most comprehensive platform for delivering rich, interactive Mobile 2.0 services, today announced the release of its award-winning platform which continues to combine the best of Web 2.0 - rich and innovative consumer experiences, extensible applications, open and accessible platforms, and low cost services - with the unique aspects of mobility. The new Version 3.5 enables media companies, network operators, and Web development companies to deliver extensible, cross-platform mobile services that can be monetized through in-application advertising. Visit Nellymoser at CTIA booth 4427E, for a demonstration of the new release.

Customers building their mobile services on the Nellymoser Platform Version 3.5 can now unleash the creativity of consumers, agencies and developers to add valuable new functionality to existing mobile services or build standalone rich, interactive mobile widgets and microsites. With the Subscriber and Content Access API, Nellymoser customers and their trusted development partners can create companion services and mashups that leverage existing mobile content feeds and consumer preferences. These services can be deployed across online and mobile platforms, extending service brands and offering consumers more choices in how they access and interact with those brands.

"This release has been designed to support the growing convergence between the Internet and mobile channels, incorporate the collective innovation and creativity of the developer and consumer communities, and support our customers as they assess and adopt new methods of monetizing their mobile services," said Susanne Bowen, Nellymoser CEO. "We believe it represents a milestone in the development of our platform bringing to mobile what consumers already expect from Web 2.0."

As mobile application owners strive to grow revenue, Nellymoser Version 3.5 offers more options to monetize their assets with a comprehensive range of ad types, responses, and measurement. Additionally, the unique "click to in-app destination" feature lets advertisers deliver rich, interactive advertisements that improve brand recall and response rates while keeping consumers in the application, enabling a much superior experience for users and a more profitable alternative for service owners and their ad networks.

"As the leading cross-platform mobile ad network, we see an increasing number of application-based services moving to incorporate advertising support," said Eric Eller, SVP products and marketing for Millennial Media. "Nellymoser's 3.5 release allows many of our publishers to plan for the inclusion of these ads from the start, delivering a great customer experience and business model."

"We are delighted to leverage Nellymoser's technology and expertise as we deliver urfilez, a personalized music service to emerging countries," said Hassan Miah, CEO of urfilez. "Nellymoser's new Version 3.5 will enable us to tap into new sources of innovation, such as widgets and microsites, as a way to further engage and retain consumers around the world. We look forward to Nellymoser's roll out of Version 3.5, which we are confident will be the highest standard in capturing and delivering mobile audiences."

With Version 3.5, Nellymoser customers have everything they need to deliver extensible, cross-platform Mobile 2.0 services to their consumers and grow their mobile businesses.

  • Service Extensibility via Widgets and Microsites - Consumers and developers can build rich, interactive widgets and microsites that incorporate video, audio and a library of interactive components. These extend the functionality of mobile services built on the Nellymoser Platform or run in standalone mobile application or WAP environments.

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  • Subscriber and Content Access API - This powerful API allows mobile service owners and trusted third-party developers to create new or companion services that run across online and mobile platforms. It supports the creation of widgets, microsites, new services and mashups that access mobile content streams and take advantage of consumers' stated preferences for personalization and content filtering.

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  • In-Application Advertising - The Nellymoser Platform supports delivery and measurement of a comprehensive array of ad types and responses, adherence to IAB and MMA standards and recommendations, and support for the delivery of advertisements by third-party ad networks within mobile applications. New "click to in-app destination" keeps consumers in the mobile service while they interact with advertisements eliminating any disruption in their entertainment experience.

About Nellymoser
Nellymoser enables media companies and network operators to establish and grow their mobile businesses. The company's award-winning mobile services platform, combined with world-class mobile strategy and design, gives customers everything they need to deliver extensible, Mobile 2.0 services that engage broad audiences with rich, interactive experiences. By managing service delivery for its customers, Nellymoser handles all the mobile channel complexities, from integration with existing infrastructures to compatibility with the rapidly growing number of handsets. Media companies and network operators can now reach more consumers and increase retention rates with mobile services that include on-demand audio and video, interactive and community features, and user generated content. Customers include AT&T, Virgin Mobile USA, MTV Networks, Warner Music Group, Microsoft, Adobe, Leapfrog, Ericsson, Vivendi Universal and Electronic Arts.

Contact: Suzanne McGee, for Nellymoser, Inc., 212-651-4223, Suzanne dot McGee AT fusionpr dot com