Arbitron Selects Applix for Improved Visibility in Budgeting and Forecasting.

WESTBOROUGH, Mass. -- Applix, Inc. (NasdaqGS: APLX), a leading business analytics software solutions provider, today announced that Arbitron, Inc. (NYSE: ARB), an international media and marketing research firm, selected Applix for its business analytics application. By deploying Applix's platform, Arbitron is able to perform in-depth budgeting and forecasting for various aspects of its business, from revenue, revenue recognition, compensation and fixed assets to company-wide, activity-based reporting and planning.

Arbitron is focused on helping media companies, advertisers and marketers understand media audiences and how to reach consumers more effectively. Its services and software identify marketplace trends and opportunities, which it turn, translate to company growth. To help manage and meet its unique budgeting and forecasting needs, Arbitron required a highly customizable and scaleable business analytics solution.

"We selected Applix over other vendors' offerings because of its flexibility and technology advantage," said John Kelly, manager, business analysis, Arbitron. "For example, with Applix we are able to update our financial plans in real time, rather than having many hours of lag between updating assumptions and details and the delivery of a consolidated result to management. As we roll the system out across the business, we expect to glean cost and revenue opportunities through more timely and more focused delivery of financial and operational data."

"Leading companies such as Arbitron need a single high-performance platform with components that are all integrated to meet their highly agile business model," said Ben Plummer, vice president, marketing and strategic alliances, Applix, Inc. "Applix is a perfect fit for the nimble company, providing on-demand access to fresh data throughout its operations, immediate what-if scenarios and reports for all levels of users, and rapid configuration and extension of solutions into multiple departments."

About Arbitron

Arbitron Inc. (NYSE: ARB) is an international media and marketing research firm serving radio broadcasters, radio networks, cable companies, advertisers, advertising agencies, out-of-home advertising companies and the online radio industry in the United States, Mexico and Europe. Through its Scarborough Research joint venture with VNU, Inc., Arbitron also provides media and marketing research services to the broadcast television, cable, magazine, newspaper, out-of-home and online industries.

About Applix

Applix (NasdaqGS: APLX) empowers agile enterprises by offering the only complete Business Analytics software solution. The Company is focused exclusively on providing a single, cohesive Performance Management and Business Intelligence solution, with strategic planning, forecasting, consolidations, reporting and analytics across financial, operational, sales and marketing, and human resources departments. The Applix platform, powered by the renowned TM1 analytics engine, reaches farther, deploys easier, and reacts faster than any business analytics solution available today. Applix and its global network of partners help 3,000 customers worldwide manage their business performance and respond proactively to the marketplace. Headquartered in Westborough, MA, Applix maintains offices in North America, Europe and Asia Pacific. For more information, please visit www.applix.com.

Any statements in this press release about future expectations, plans and prospects for Applix, Inc., including any statements containing the words "believes," "anticipates," "plans," "expects," and similar expressions, constitute forward-looking statements. Forward-looking statements necessarily involve risks and uncertainties, and actual results could differ materially from those indicated by such forward-looking statements as a result of various important factors. Factors that could cause or contribute to such differences include without limitation, competitive pressures, changes in customer demands, adverse economic conditions, loss of key personnel, litigation, potential fluctuations in quarterly results, lengthy sales cycles, market acceptance of new or enhanced products and services, factors affecting spending by customers and other risks, uncertainties and factors including those described in the Company's most recent Form 10-K or 10-Q under the heading "Risk Factors"/"Factors That May Affect Future Results." In addition, the forward-looking statements provided by the Company in this press release represent the Company's views as of the date of this release. The Company anticipates that subsequent events and developments may cause the Company's views to change. However, while the Company may elect to update these forward-looking statements at some point in the future, the Company specifically disclaims any obligation to do so, and these forward-looking statements should not be relied upon as representing the Company's views as of any date subsequent to the date of this release.

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