724 Solutions' Service Management Solution Powers Celcom's Content Management Platform.

Flexible and Extensible Platform Speeds Celcom's Time to Market for Premium Content Services

SANTA BARBARA, Calif. -- 724 Solutions, a leading provider of next generation mobile data solutions enabling seamless communications in an IP-based world, announced that Celcom (Malaysia) Berhad, a leading Malaysian mobile operator, has completed deployment of 724 Solutions' Service Management solution as Celcom's Content Management Platform (CMP) to power its premium content services.

Celcom initially deployed 724's Service Management solution to provide a centralized platform to optimize the management of their Value Added Services (VAS) across multiple delivery channels, including WAP, SMS and MMS, and to provide a single point of integration for all third party content providers. The solution was integrated with all the necessary network elements and provides a single standardized interface to all third party content providers. By doing so, this insulates third party content providers from the complexity of the telecom network, and improves Celcom's ability to attract third parties and make their premium content services available to Celcom subscribers in an accelerated timeframe.

The solution also enables Celcom to implement differentiating business rules for how premium services are offered to both their prepaid and postpaid customers, allowing innovative and unique service offerings for Celcom's base of over six million subscribers. Celcom's CMP now supports over five hundred content providers driving peaks of approximately ninety-eight million transactions monthly, and has improved the time to market for new premium content offerings from weeks to days.

"Celcom's leading and innovative premium content services are driving some of the highest levels of data usage in the Malaysian market," said John Sims, Chief Executive Officer of 724 Solutions. "The flexibility of Celcom's CMP allows them to differentiate themselves through the rapid innovation of new services based on unique business rules and the accommodation of the changing needs of their content providers and subscribers."

The Service Management Solution intelligently routes traffic and manages transactions between premium content providers and subscribers by utilizing a flexible and extensible workflow capability to implement centralized policies on those transactions. The flexible workflow capability manages each premium content request, interfacing with various enabling platforms and real-time prepaid or postpaid systems throughout the lifecycle of the request. This solution standardizes and automates the management of premium content services enabling mobile operators and third party content providers to rapidly create, manage, deliver, and grow a rich portfolio of advanced WAP, J2ME, HTTP, MMS, and SMS-based mobile data services, thus reducing the overall time to market.

About 724 Solutions

724 Solutions delivers intelligent any-to-any service message and traffic handling solutions built upon a common carrier-grade architecture that allows mobile network operators and virtual network operators to rapidly deploy flexible and open next generation IP-based network and data services. The company's solutions enable the Unwired Lifestyle(TM), 724's vision of seamless communication without barriers; a vision of how subscribers will use mobile data services to enhance and enrich their professional and private lives with services relevant to their specific needs, with user communities preserved across generations of technology and with data services as reliable and ubiquitous as voice services. 724 Solutions is a global company headquartered in Santa Barbara, California and with development centers in Canada, Switzerland and India. 724 Solutions is privately owned by Austin Ventures. For more information, please visit www.724.com.