Italians Were Twice as Likely as the French to View World Cup Soccer Content on Their Mobile Phones, According to Telephia.

SAN FRANCISCO -- Among European Subscribers Who Accessed World Cup Content, Eight Percent Watched it via Mobile TV; Sky Sports was the Most Watched Mobile TV Channel

FIFA World Cup Soccer mobile content was most popular among Italian subscribers, according to Telephia, the largest provider of consumer research to the communications and new media markets. Telephia's Q3 2006 European Subscriber and Device Report (ESDR) shows six percent of Italian mobile subscribers accessed World Cup content on their mobile devices, as compared to three percent for French mobile subscribers (see Table 1). Not surprisingly, European 3G mobile subscribers posted higher rates for accessing World Cup Soccer content on their phones at 14 percent, while only three percent of non-3G mobile users accessed soccer content.

"Soccer enthusiasts across the world are passionate about their sport, and European fans are notorious for their hardcore dedication in supporting their country's team. Italy secured their first World Cup title in 24 years with a penalty shoot-out victory over France, to the delight of Italian fans," said Kanishka Agarwal, Vice President of New Products, Telephia.

"The World Cup showcased how important mobile phones have become as a source of immediate information and relevant content for consumers, beyond just a tool to communicate. Soccer fans were able to tap into the frenzy of the games and show their connection and support for their favorite teams through their cell phones," added Agarwal.

Table 1: Penetration Rate of Mobile Subscribers who Accessed FIFA
         World Cup Content
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Country             Penetration Rate (%)

Italy                                 6%
Germany                               4%
France                                3%
Sweden                                3%
UK                                    3%
Spain                                 2%
Total                                 4%
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Source: Telephia European Subscriber and Device Report, Q3 2006

Telephia Pan Europe data includes total share from six European
countries: United Kingdom, Germany, Sweden, France, Italy, and Spain.

Sky Sports Most Watched Mobile TV Channel in Europe for World Cup Soccer

Eight percent of European mobile subscribers who accessed soccer content on their phone watched via mobile TV. Sky Sports was the top channel, securing a 14 percent share of World Cup mobile TV users. Overall, World Cup content received through text alerts was most popular (38%), followed by content through wireless Internet at 29 percent. Nineteen percent downloaded a World Cup ringtone, while 15 and 14 percent downloaded wallpapers and video clips, respectively.

Table 2: Content Type Share
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Type of Content                                              Share (%)

Received World Cup text alerts                                  38%
Accessed World Cup news and information on the wireless
 Internet                                                       29%
Downloaded a World Cup ring tone                                19%
Downloaded a World Cup wallpaper                                15%
Downloaded World Cup video clips                                14%
Downloaded a World Cup game                                      9%
Watched World Cup content on mobile TV                           8%
Uploaded World Cup pictures/images to the Web                    8%
Uploaded World Cup video to the Web                              7%
Placed a video call/Sent a video message                         5%
Other                                                           11%
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Source: Telephia European Subscriber and Device Report Q3 2006

Telephia is a proud sponsor of the Billboard MECCA Conference and the MMA/MECCA Bash at CTIA in Los Angeles. Visit Telephia during MECCA's Ask the Expert session as we discuss the first results of the Telephia Mobile TV Diary Report, with special guest, MobiTV: (September 11, 4:00 pm, Westin Bonaventure Hotel -- California Ballroom). For more information, visit www.billboardevents.com or contact Jerry Rocha at [e-mail], 415-513-5894.

Telephia will also be speaking at the iHollywood Forum Mobile Entertainment Summit in Los Angeles. Session Panel: Making Money from Messaging (September 11, 4:00 pm, Wilshire Grand Hotel -- Sierra Ballroom). For more information, visit www.ihollywoodforum.com.

About Telephia

Telephia is the largest provider of syndicated consumer research to the communications and new media markets. Telephia is your connection to the digital consumer.

Since 1998, executives at service providers, device manufacturers, content providers, and retailers have relied on Telephia data to make confident competitive strategy, marketing and resource allocation decisions. Telephia uses its unique measurement tools and large-scale consumer panels to completely understand the digital consumer's behavior, attitudes and experience.

To learn how Telephia data can help you understand the digital consumer and track your competitive performance, please contact us at 415-395-0500 or [e-mail].