SMART taps 3ple-Media's GSMA Award Winning MercuryTM to Push Mobile Multimedia Infotainment Services with the World's Largest and 'Most Innovative' Multimedia Platform

PW Schiphol-Rijk, (PresseBox) - SMART taps 3ple-Media's GSMA Award Winning MercuryTM to Push Mobile Multimedia Infotainment Services with the World's Largest and 'Most Innovative' Multimedia Platform

Following last night's announcement at the Mobile Asia Congress, Macau, that 3ple-Media's MercuryTM has won the GSMA's prestigious Mobile Innovation Award for Most Innovative Carrier Infrastructure, 3ple-Media today announced that the Philippines' leading wireless services provider, Smart Communications, Inc. (SMART), has installed the Mobile Multimedia platform MercuryTM, which incorporates WAP, Video, and the world's largest MMSC.

The system is being run on high performance IBM System x servers and is capable of delivering over 1,000 MMS per second. The MercuryTM installation confirms SMART's belief in push Mobile Multimedia as the infotainment channel of choice for their 28.3 million subscriber base.

'News Bites' is the first of a rolling programme of new multimedia services to be launched by SMART using the MercuryTM platform. This compelling news service includes headline topics, weather and horoscope information, in addition to well-positioned, precision-targeted advertising. Plans for future services launched with MercuryTM include 'live' sports updates and Customer Relationship Management services that make best use of continually updated knowledge of their subscribers' behaviours, preferences and handset capabilities.

The comprehensive MercuryTM platform allows operators such as SMART to take advantage of the holistic benefits of an end-to-end push multimedia environment in which they retain control of the lucrative and rapidly growing content value chain. Subscribers benefit from the powerful combination of relevant content with 'live' broadcast delivery standards. The controlled environment also underscores inherent service assurances for subscribers such as anti-spam, virus protection and the opt-in preferences that they have come to expect from their operator.

The MercuryTM platform breaks new ground in debunking the myth that mobile advertising can't provide the ROI and results-based analytics of online counterpart solutions. In reality, advertisers can wholly account for their spend as the MercuryTM solution delivers complete campaign analysis as it happens, including the tracking of viral campaigns.
Equipped with a plethora of information, advertisers can continually refine and target campaigns for precision results on a cost-per-message measurement basis.

Danilo J. Mojica, Head of SMART's Wireless Consumer Division, says, "Mobile has become the single most powerful platform for directly communicating on a personal level with consumers. Advertisers' budgets are shifting to communications vehicles with greater sales accountability, such as mobile. With solutions like 3ple-Media's Mercury platform, operators can occupy a significant position in the value chain of content, analytics and revenues."

SMART expects mobile trends seen in SMS campaigns to translate well into the multimedia environment with high response to ads offering promotions, discounts, raffles and tips. The campaign building functionality within the MercuryTM platform not only translates to record delivery times for services but also supports a creative and collaborative environment in which SMART can build, manage and distribute their own content or work securely with third parties, such as brands and agencies in developing compelling multimedia-rich services. The flexibility of this means SMART and their third-party content partners can utilise any combination of image, audio, text and video in developing new campaigns or services.

To find out more about 3ple-Media's MercuryTM platform and Mobile Multimedia Push, visit:
www.3ple-Media.com


About Smart Communications, Inc.

About SMART Smart Communications, Inc. is the Philippines' leading wireless services provider with 28.3 million subscribers on its GSM network as of end-September 2007. Of its total subscriber base, 19.9 million subscribers are served under the brands Smart Buddy, Smart Gold, and Smart Infinity. Another 8.3 million subscribers are served through its subsidiary, Pilipino Telephone Corp., under the brand Talk 'N Text.

Smart has built a reputation for innovation, having introduced world-first wireless data services, including mobile commerce services such as Smart Money, Smart Load, and Smart Padala. Smart also offers Smart Link, a prepaid satellite telephony service, and 3G service called Smart 3G. Another subsidiary, Smart Broadband, Inc., offers a wireless broadband service, Smart Bro. Smart is a wholly-owned subsidiary of the Philippines' leading telecommunications provider, the Philippine Long Distance Telephone Company.

About IBM
For more information about IBM, visit www.ibm.com

3ple-Media HQ

3ple-Media develops, delivers and supports multimedia push technology for mobile operators. Their MercuryTM suite of solutions offers lateral enablement of push mobile multimedia from creation to delivery. All 3ple-Media solutions support 'Catalytic Pricing', for unrestricted operator revenues.3ple-Media is headquartered in The Netherlands. Asian, African and American markets are served through regional sales offices in Singapore, Johannesburg and Panama. The Company's development center is located in Romania, with regional operational centers in Singapore and the Philippines. Mercury is a registered trademark of 3ple-Media BV.

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