724 Solutions Unveils its TAP Approach to Mobile Advertising.

Tailored, Accurate and Personalized, 724's Portfolio of Solutions Are Traffic Usage Aware, Providing More Accurate and Intelligent Information to Enhance a Subscriber's Advertising Experience

SANTA BARBARA, Calif. & ORLANDO, Fla. -- 724 Solutions, a leading provider of next generation mobile data solutions enabling seamless communications in an IP-based world, today unveiled its TAP approach to mobile advertising, that delivers a Tailored, Accurate and Personalized advertising experience to mobile subscribers. 724's portfolio of solutions enhances a subscriber's mobile advertising experience by being data traffic and usage aware, providing accurate and intelligent information to mobile operators and advertisers, allowing them to tailor advertising that is relevant and of value to the subscriber.

724's approach to mobile advertising goes beyond basic opt-in or opt-out, protects the subscriber's privacy, and provides the mobile operators with traffic or transaction context to better target the specific advertising for a particular subscriber request, in turn creating a tailored, accurate advertising experience. This capability is available in each of 724's solutions, easily allowing mobile operators to expand revenue opportunities or consider new business models with mobile advertising, sponsored content or click through advertising, while maintaining subscriber's expectations for protection of privacy and avoidance of unwanted content. Mobile operators are empowered to make the mobile channel a more targeted, valuable channel for advertisers, who seek to expand beyond the traditional TV and print media.

724's portfolio of solutions enables mobile advertising in various specific ways, including:

* 724's Seamless Access Solution enables the injection of tailored, accurate and personalized advertising while browsing, by providing sites visited information to focus an advertising topic, redirecting a subscriber to a same topic alternative site in lieu of an error message or enabling sponsored services from click-through links inserted while browsing.

* 724's Seamless Messaging Solution enables the insertion of tailored, accurate and personalized advertising during message delivery in the form of an extra MMS slide which can include a click-through link or a banner ad. The solution can also leverage location or presence information to provide tailored advertising that is relevant or time sensitive to the area, status or time for the mobile subscriber.

* 724's Content Delivery Solution enables the insertion of tailored, accurate and personalized advertising during the zero latency delivery of information to the mobile subscriber's device. The solution can enable preview, banner or trailer ads and allow the insertion of adverts during the information delivery or content viewing process.

* 724's Service Management Solution can provide intelligent information to mobile operators and advertisers to enable the TAP approach while providing premium content services utilizing our workflow capability. During service management, as premium content services are delivered, advertising can be injected in the process to support a variety of business models.

"Due to the competitive environment, mobile operators deploying mobile advertising services must do so in a responsible manner to maintain subscriber loyalty and protect subscriber privacy," said Ian Pattison, Chief Technology Officer of 724 Solutions. "By leveraging anonymous traffic usage and transaction information, advertisements can be tailored and accurate, improving the value to the subscriber's, the mobile operator and the advertiser."

According to Yankee Group end-user research more than one-third of consumers are receptive to mobile advertising, as long as consumers consent, messages are relevant and there is a tangible benefit. "Real value can be derived from mobile advertising if the mobile consumers feel the content is relevant and targeted to their behaviors," said Linda Barrabee, Program Manager, Consumer Research - Mobility at Yankee Group. "The unique attributes of mobile - highly personalized, combined with enablers, such as location - could potentially translate into situations where consumers may be willing to pay a premium."

724 Solutions is demonstrating their Seamless Messaging, Content Delivery and Content Policy Solutions at CTIA Wireless 2007 in Orlando, FL. Stop by 724's booth 2803 in Hall B1 for a live demonstration and to learn more about our TAP Approach to Mobile Advertising.

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.