Action Engine Simplifies and Accelerates Mobile Device Access to Internet Content Using a Browserless Client/Server Architecture.

REDMOND, Wash. -- Market Brief for Wireless Users, Operators Defines Mobile Data Services Architecture that Shatters the Mobile Usability Barrier

Shattering the mobile usability barrier, Action Engine Corporation, the mobile application platform leader, today announced the industry's emergent Mobile Data Services Architecture (MDSA), defining an open, browserless client/server environment for a new breed of interconnected mobile applications that simplify and accelerate access to Internet content from intelligent mobile devices.

Requiring 80 percent fewer keystrokes and responding 20 times faster than browser-based alternatives, applications built to the new architecture herald a paradigm shift in mobile data services. To explain and promote the new architecture to the wireless users and operators seeking a new class of responsive, intuitive and personalized mobile applications, a complete market brief outlining the Mobile Data Services Architecture is available at www.actionengine.com/images/Presskit_docs/MDSA_Market_Brief.pdf.

"Complex mobile applications like shopping, dining and mapping are simply too cumbersome to use with a device browser," said Scott G. Silk, president and CEO of Action Engine. "Wireless subscribers and operators have been waiting years for a technology breakthrough that shatters the barriers to usability, encouraging the widespread adoption of sophisticated mobile applications that are easy to use. With the emergence of MDSA, the wait is over."

MDSA Promotes Ubiquity 

MDSA is the only architecture available today that allows mobile applications to work together and share data to make the user experience better with each use. With just a few keystrokes, users can make restaurant reservations, get driving directions and email the corresponding information from their mobile devices.

Unfortunately, many wireless subscribers today do not attempt to perform complex search requests using their mobile device. The number of keystrokes required and the heavy reliance on the network stifle the adoption of data services. Most users attempting the restaurant-directions-email exercise above will suffer through over 45 minutes of frustrating data entry on a tiny keyboard. They can do it, but will probably never do it again. If their connection keeps dropping in the middle of the request, making them start over from the beginning, they might not even do it once.

Continued Silk, "For mobile users, poor usability is a disappointing experience, but for wireless operators, it stifles the next great business opportunity. The heart of the problem is that most mobile applications are trying to force the personal computer, Web-browser paradigm onto a mobile device. The two mediums are different. Mobile devices' unreliable network connections, tiny keyboards, number pads and displays require a data services experience that is tailored to meet the limitations of that form factor."

MDSA Up Close

MDSA specifies client software in the mobile device that works in concert with server software to deliver intuitive and easy-to-use mobile applications that offer unsurpassed responsiveness and personalization. By cross-sharing information and using one-touch icons, drop down lists and menu items, typical MDSA applications require 80 percent fewer keystrokes and respond 20 times faster than similar browser-based applications.

To reduce network dependency and traffic, devices that support MDSA compile queries offline to make a single request to the network. Users face no monetary or usage penalty for exploring MDSA applications. If the connection drops in the middle of a request, MDSA applications support full restart and recovery, prompting users to pick up the request exactly where they were cut off.

Additionally, an MDSA device can store returned data results, making them available even when a wireless connection is not. Devices can then share that information with other MDSA applications and with email, calendar and other native device applications. For example, restaurant information from a dining application can be accessed by the email application and stored in a contacts manager found on the device. MDSA devices can also remember users' most recent requests, learn their preferences and usage patterns, and then tailor and refine their operation to offer a deeper level of personalization that better meets users' needs over time.

MDSA lets developers build complex, rich-content mobile applications that users find easy to use and therefore, will repeatedly use. MDSA transforms a wireless device into a 'sticky' part of the wireless user's everyday lifestyle. For wireless operators, MDSA maximizes data services revenues by attracting and retaining subscribers with a compelling, content-rich application experience that is otherwise unattainable. An operating system-independent architecture, MDSA gives operators the flexibility to support a wide variety of devices.

Wireless operators will also find MDSA supports ASP-style deployment, which lets them procure a complete solution - including applications, content, custom branding, support, professional services and hosting - from a single vendor. The result is a no-risk approach to rapidly deploy high-end data services that deliver a strong return on investment in unprecedented timeframes.

Concluded Silk, "People want to use their mobile devices to rapidly access personalized services, without scrolling through layers of portals and menus or enduring countless between-click delays. With MDSA, wireless operators can accelerate the delivery of addictive services, giving users the mobile application experience they've been waiting for."

Related Announcement

"Action Engine Completes $10M Series D Funding, Becomes Mobile Applications Platform Company to Watch in 2005" (January 10, 2005)

About Action Engine

Action Engine Corporation, the mobile application platform company, delivers a breakthrough in mobile application usability. The Action Engine Mobile Application Platform(TM) introduces a browserless, client/server approach to accessing transaction-oriented online services that takes 80% fewer keystrokes and drives 20x faster response times than browser-based alternatives. The turnkey Brand-n-Go(TM) applications pack enables wireless operators to go to market in unprecedented timeframes with intuitive, responsive and personalized applications that create an addictive user experience. The company's software has been deployed by a robust list of global wireless operators that include Orange SA, mmO2 and SMART Communications, Inc. Additional information is available at 425-498-1500, [e-mail] and www.actionengine.com.

Action Engine Mobile Application Platform and Brand-n-Go are trademarks of Action Engine Corporation. All other products and brand names are trademarks of their respective owners.