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Nellymoser Powers the New Wave of On-Demand Mobile Media; Asao 2.0 Mobile Media Platform Delivers the Richest Mobile Media Experience to Largest Base of Consumers.

BOSTON -- Nellymoser, Inc, the leading provider of interactive mobile media solutions for direct to consumer content and marketing companies, announced today the release of the Asao 2.0 mobile media platform. Asao 2.0 is a powerful, flexible mobile platform that delivers the industry's only fully configurable handset-based applications, addressing the complexities of the mobile media network from content origination through to the end-user experience.

According to Jupiter Research, the mobile entertainment market will reach $17.6 billion in 2005, up by 71% from 2004. This growth is driven by the consumer demand for entertainment and personalization content on mobile phones, including ringtones, images, music, games and other rich media content.

The Asao 2.0 platform optimizes and delivers multimedia content to the widest range of handsets in the market, a key characteristic as the vast majority of mobile content is discovered, previewed and purchased directly from the handset. Asao 2.0 is a ready-to-deploy mobile media platform that builds on Nellymoser's experience with optimizing broadband content for the mobile channel. With Asao, content owners and brand marketers are able to quickly and easily deliver rich, dynamic, fully branded media experiences to a broad base of consumers, seamlessly adding mobile as another channel to reach their target audience.

"With the explosive growth in mobile entertainment services, it is clear that large consumer marketing companies and content providers need to build their brands and deliver a great user experience," said Fabrice Grinda, Founder and CEO of Zingy, Inc. "Nellymoser's Asao-based applications provide the framework we need to quickly deliver our mobile ringtone, wallpaper and game content while efficiently reaching the maximum number of customers through a single handset-based application."

The Asao 2.0 platform delivers a range of unique, market leading solutions designed to deliver a rich consumer mobile media experience within the constricted environment of a mobile handset. These solutions, along with a superior back-end technology, supports the most complex content offerings integrated into a single consumer touch-point including music, radio, game previews, ringtones and other personalization content, interactive video clips and content streams, as well as interactive services such as voting and messaging. In addition, Asao integrates key third party components such as billing, premium short message service (PSMS) and wireless application protocol (WAP) push gateways. Asao 2.0 also generates a wealth of usage statistics, consumer preferences and operational reports that can be used to accurately measure return on investment.

Ease-of-use features such as handset-based search and preview of content are standard with Asao 2.0, providing a fast, rich and responsive alternative to WAP for finding, trying and buying mobile content. Minimal click-to-purchase capabilities allow consumers to browse, discover, preview and purchase content through branded storefronts without experiencing the usual excessive delays or the cumbersome navigation layers associated with WAP.

"Consumer consumption of mobile media is growing on a daily basis. We view the phone as a discovery vehicle where consumers are finding, trying, buying and sharing content - and as a channel, where entertainment and marketing companies can reach consumers in a rich, one-to-one personalized environment. With the release of Asao 2.0, brand marketers and content providers are able to provide consumers with rich content environments that deliver great experiences, reach the largest base of mobile phone users and maximize the value of their content," said John Puterbaugh, CEO of Nellymoser. "We are leveraging this platform to deploy applications that enable direct-to-consumer marketing companies to sell content, create communities and promote brands and to make it possible for consumers to have a compelling mobile media experience."

About Nellymoser

Nellymoser develops revenue generating mobile applications for brands, owners and content providers to rapidly create, deploy and manage a mobile presence. Using Nellymoser's Asao Platform, companies deliver flexible, interactive and personalized mobile channels that make it easy for consumers to discover, preview, purchase mobile content directly from their phones. Customers include Microsoft, Sony, Ericsson, Warner Mobile Music, and Mforma. For more information, call 781-646-1515 or visit the Nellymoser Web site at www.nellymoser.com.
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Publication:Business Wire
Date:Jun 20, 2005
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