BICONIX and Applix Complete World's Most Scalable and Powerful Customer Analytics Capability.

Business/Technology Editors

GIVATIYIM, Israel--(BUSINESS WIRE)--Nov. 15, 2000

Israeli Cellular Operator First to Receive

64-Bit Processing Technology;

Handles Analysis for More Than 1.5 Million Cellular Subscribers

Applix, Inc. (NASDAQ: APLX), a global e-Business solutions company and Israeli partner BICONIX, a leading provider of OLAP software solutions, announced today the completion and delivery of the world's most scalable and powerful Customer Analytics solution. An unparalleled and first-to-market achievement, Applix has developed a 64-bit processing architecture, leveraging its premier real-time, multi-dimensional Online Analytical Processing (OLAP) technology. Pelephone, Israel's second largest cellular network operator, is the first customer to leverage the new, expanded OLAP technology. Surpassing the power of any existing analytical tool, the Applix solution provides Pelephone with the capabilities to analyze the cellular usage activity of more than 1.5 million subscribers so that Pelephone can continuously and proactively offer its users the most competitive rates and service available.

Delivering to contract specifications, Applix developed a 64-bit processing architecture to handle large-volume data sets required for concurrent users to analyze Pelephone's growing subscriber base. The Applix technology for Customer Analytics achieves its multi-dimensional performance by keeping the data readily available for analysis in memory and performing the complex calculations on demand. By scaling to 64-bit OLAP technology, Applix provides a platform for achieving even higher levels of performance and processing power, marking record-setting innovations in business planning, analysis, modeling, forecasting, budgeting and reporting applications.

"Applix and BICONIX are a winning combination for Pelephone, giving us a strong competitive position in the cellular market" said Efraim Deutch, vice president, information systems, Pelephone. "The Applix technology for customer analytics, combined with the BICONIX expertise in designing large multidimensional analysis and planning systems, helped us to develop the application to consolidate and analyze our large and rapidly growing customer base." Mr. Deutch concludes, "We can do the analysis on the fly, instantaneously, and in real time. No other company has seen such capabilities."

Applix's President and CEO, Alan Goldsworthy, comments, "The project with Pelephone and BICONIX is a major step forward in the quest for customer loyalty in today's new economy where competitors are a click or a phone call away. Pelephone has raised the bar in enhancing customer loyalty by making sure its customers are always getting the best cellular rates and service possible. Applix is proud to be part of this groundbreaking project."

Pelephone, BICONIX, and Applix celebrate the successful development and delivery during an acceptance ceremony today at the Pelephone offices, 33 Rabin Street, Givatiyim. If you would like any further information, please contact David Donin of BICONIX.

About Applix

Applix, Inc. (NASDAQ:APLX), headquartered in Westboro, Mass. enables interactive and collaborative e-Business processes throughout Web-based communities. Applix e-Business Solutions include Applix iEnterprise, and iCustomerCommunity.com - an interactive, Web-based community for the entire e-Business value chain. Applix delivers a comprehensive community for planning functions (iPlanning) including budgeting, financial, customer and operational analysis with a set of real-time Business Intelligence/OLAP applications that uses OLAP technology provided by Applix iTM1. More information can be found at http://www.applix.com.

About Pelephone

Pelephone Communications Ltd. is a leading cellular communications provider in Israel. As the nation's first operator, Pelephone pioneered Israel's cellular communications revolution, resulting in one of the world's highest market penetration of mobile phones. The company has maintained its leadership position by introducing leading edge CDMA digital technology, under the brand name Next, which enables fast evolution to the W-CDMA, alongside NAMPS analog technology. During 2000 Pelephone will continue to lead by launching the country's first mobile Internet service, GONEXT. In marketing Pelephone is also an innovative leader offering Israel's first off-the-shelf, pre-paid products in the country's supermarkets. Sales reached $716 million in 1999 and the company has 1,800 employees. As of December 1999, Pelephone has over 1.2 million subscribers and the company's priority is to provide these customers with the best possible service. Pelephone is a joint venture of Bezeq the Israel Telecommunications Corporation and Motorola NMG (US), two major communications companies with world-class experience and expertise.

About BICONIX

BICONIX International Ltd., is a leading provider of OLAP software solutions enabling planning, reporting and analysis of enterprise business data. Since 1995, BICONIX has been an Applix iTM1 Lead Business Partner and serves as the distributor of iTM1 Software products in Israel and the Middle East. BICONIX has been pushing the boundaries of analytical technology, providing powerful OLAP solutions to some of the most complex and largest analytical models to leading companies from all industries including Telecommunications, Banking and Finance, Insurance, Manufacturing, Sales and Marketing, Utilities, as well as Educational and Non-profit sectors. BICONIX provides a full scope of consulting services including analysis, design, development, training and support services commensurate with international standards.

Notes to Investors

This press release contains certain forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995, which involve a number of risks and uncertainties that could cause actual results to differ materially. Specifically, comments related to the demand for, revenue from and acceptance of the Company's products and the Company's position in the markets, may be considered forward-looking and subject to a number of risks and uncertainties, including but not limited to: the rate of growth in market demand for the products; the acceptance of the Company's products; intense competitive conditions; rapid technological change; frequent new product introductions and evolving domestic and international standards, which may render existing products and services obsolete. Refer to the Company's Form 10-K for the year ended December 31, 1999 for a list of factors as discussed under "Risk Factors". Applix does not undertake - and specifically declines any obligation - to publicly release the result of any revision, which may be made to any forward-looking statements to reflect events or circumstances after the date hereof or to reflect the occurrence of anticipated or unanticipated events.

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