ADC Revolutionizes Product Management with Singl.eView Lifecycle Management Suite; Singl.eView LMS Released in North America at CTIA Wireless 2004.

Business Editors/High-Tech Writers

CTIA Wireless 2004

MINNEAPOLIS--(BUSINESS WIRE)--March 22, 2004

ADC (Nasdaq:ADCT; www.adc.com) today presented, for the first time in North America, its new Singl.eView(TM) Lifecycle Management Suite (LMS), a new enterprise catalog solution designed to enable service providers to accelerate time-to-market and reduce costs with fast-moving consumer services. Information about the new offering is available at CTIA Wireless 2004, in ADC's booth, No. 665, at the Georgia World Congress Center, March 22-24.

ADC developed Singl.eView LMS to solve a critical problem service providers face. In current environments, both new and existing services, such as MMS, Wi-Fi, text messaging, and voice, are designed and configured via multiple OSS/BSS systems and applications. The result is a heavy reliance and expenditure on numerous key specialists, a wasted time-to-market window of opportunity and revenue leakage created by system and product decentralization.

Virgin Mobile, Britain's fastest-growing network, recently trialed Singl.eView LMS as a centralized enterprise catalog.

"We anticipate significant business value from the Singl.eView Lifecycle Management Suite, as a comprehensive, open access, definition management engine within our architecture," said Frankie Weston-Burt, lead data analyst for Virgin Mobile UK. "LMS has the potential to assist us in reducing system development and the residual cost required in getting products to market more quickly, more cheaply and with greater control."

LMS uses a "build once, deploy many" model by centralizing product information and enabling it to communicate with back office components. Business intelligence from disparate systems is made universally available, so simple price plan changes or new product introductions are easier and faster. Using Open Access workbenches and wizards, LMS allows intricate business templates to be created, re-used and automated across multiple product types that share similar business rules. The outcome is end-to-end management of the product lifecycle and a product bundling capability that enhances the customer experience. LMS also drives key churn and cost reduction benefits that in the past were expensive or impossible to attain due to inflexible and proprietary legacy systems.

"Once again, ADC has solved a significant business problem for service providers with the newest edition to its Singl.eView transaction management portfolio," said Paul Hughes, director, billing and payment application strategies for Yankee Group. "LMS delivers considerable value to an organization. Service providers operate in a hyper competitive market where the cost of product introduction and services is as critical as time-to-market, given the pressure to lower costs and revenues simultaneously. A centralized, integrated enterprise catalog solution, such as LMS, is long overdue and will offer service providers like Virgin Mobile major competitive advantages."

"Singl.eView Lifecycle Management Suite is ideally suited to organizations with multiple products and fixed budgets and where time to revenues is vital," said Michael Anderson, vice president of global marketing of the Software Systems Business Unit for ADC. "Too often, organizations are hampered by the lack of centralized product data and this affects their ability to deploy information across the OSS efficiently. It is a lose-lose situation, time-to-market advantage is lost and costs spiral out of control. This is exactly the issue we aim to address with LMS and we are excited by the amount of interest that the product has already generated with the project at Virgin Mobile."

Singl.eView's LMS provides a centralized, standards-based XML catalog, tools and user-friendly wizard interfaces to populate and manage product and other enterprise business information. The suite can be configured to serve multiple organizations or lines of business; so service providers are no longer limited to product specific components of their existing OSS/BSS. The LMS catalog can be published to and extracted from, so existing applications used for capturing and storing data can be integrated. In addition, third parties can publish product offerings, like ring-tones and games, to a catalog in near real-time, helping service providers gain first to market advantage and accelerate revenues from premium, IP and voice services.

About Singl.eView

Singl.eView Dynamic Transaction Management is a single application framework for real-time revenue, transaction, billing and service management, regardless of business model or service type. It measures and monetizes any combination of service, asset or resource, and has a proven performance, scalability and reliability record from its origins in the telecommunications market. More information on Singl.eView and ADC's suite of operations support system (OSS) software can be found on the web at www.adc.com/software.

About Virgin Mobile

Virgin Mobile is now established as the most successful virtual network operator in the world, and is the UK's fifth network. Since its launch in November 1999 it has attracted over 3 million customers, making it one of the fastest growing mobile phone companies in history. The company is a 50:50 joint venture company between Virgin Group and Deutsche Telekom's T-Mobile, and is the UK's first mobile virtual operator. For more information, visit Virgin Mobile on the Web at www.virgin.co.uk/mobile.

About ADC

ADC offers high-quality, value-added solutions of network equipment, software and systems integration services that enable communications service providers to deliver high-speed Internet, data, video and voice services to consumers and businesses worldwide. ADC (Nasdaq:ADCT) has sales into more than 90 countries. Learn more about ADC Telecommunications, Inc. at www.adc.com.