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London 23 July 2001 – room33 continues to build its cutting-edge mobile
Internet brand in the European business-to-business sector, with the signing of a forward-looking deal in the United Kingdom with CitizenCard, the
UK’s leading community service provider. CitizenCard is the creator of an innovative national proof of age scheme for anyone aged over 6 years who is resident in the United Kingdom or Republic of Ireland.

Under the agreement, CitizenCard will use the room33 m-sweepstake Mobile Marketing application to conduct SMS-based surveys of its predominantly teenage cardholders. The UK government, police, local authorities and retailers of age-restricted goods back the scheme, which was launched in February 1999 by the then-Home Office Minister George Howarth MP. Today there are in excess of 150,000 CitizenCard holders throughout the UK and Ireland.

“We chose to partner with room33 following demonstrations of technical competence, combined with an in-depth understanding of our market,” said Andrew Chevis, CEO, CitizenCard. “ We believe communication with cardholders using room33 Mobile Marketing technology, presents tremendous opportunities to attract new cardholders and provide incentives for existing cardholders to participate in our market research programme, competitions and other activities.”

room33 is providing CitizenCard a managed service for the implementation of m-sweepstake and the first survey is scheduled for late August 2001. The m-sweepstake application is one of the mobile software applications included in the suite of room33 Mobile Marketing services. The applications are designed to enable an organisation to create innovative, new channels through which to communicate with customers on the move.

Consumer giant Procter & Gamble recently used room33’s m-sweepstake to support the launch of a new feminine care product to young girls in Denmark, which was a resounding success. According to Procter & Gamble, room33 had demonstrated superior technical competence and an in-depth understanding of the needs of the company as an advertiser.

“Creation of such channels of communication using mobile technology will become an integral part of the marketing mix for any organisation seeking to enhance its competitive edge,” said Huw Hampson-Jones, CEO, room33. “The channels created using our applications offer organisations a less expensive alternative to the more traditional methods used for communicating with end consumers.”

For further information contact:

Stephanie Sewell, Marketing Communications Manager, room33 Ltd
t: +44 0 1753 858 013 / f: +44 0 786 612 6823

Lars Wallström, PR Manager, room33 AB
t: +46 08-506 508 53 / f: +46 706-35 55 32

Richard Wolfe-Daimpre, CitizenCard
t: +44 0 207 384 1096

About room33

room33 is the market leading mobile software and portal technology company, delivering wireless applications and services to both enterprise and consumers. Closely integrated and accessible from all devices connected to the Internet, the room33 solutions are platform independent and future-proof.

As a business solution, room33 offers an advanced suite of mobile applications in the room33 Open Service Platform. It combines technology, content and hosting capabilities to telecommunications operators, ISP’s and other enterprises.

The company also offers room33 Mobile Marketing – a suite of compelling applications enabling creation a variety of instantaneous and interactive communication channels. A dedicated marketing resource, room33 Mobile Marketing provides enterprises with permission-based, one-to-one marketing and CRM capabilities deliverable via SMS.

As an end-user service the room33 branded consumer portal, at, is a popular destination site. A global service available in 11 languages, gives users access to an innovative blend of wireless information, entertainment, communication tools, and applications.

Founded in 1998 in Mobile Valley, Stockholm, room33 AB is a member of the WAP Forum, the Mobile Applications Initiative, SyncML, Bluetooth SIG, W3C, the World Wide Web Consortium, Wireless Data Forum and the Swedish IT industry organisation, IT-företagen. room33 has regional offices in London, Madrid, and France supporting headquarters.

About CitizenCard

CitizenCard is a non-profit UK proof of age scheme supported by companies including lottery operator Camelot, betting group Ladbrokes, Somerfield supermarket operator, BAT, Philip Morris and other tobacco companies and a coalition of 60,000 UK retail outlets.

CitizenCard operates the UK’s only age-verified Internet site at and is shortly launching a national electronic age verification system. 150,000 cards have been issued to youngsters mostly aged 12-21. 500,000 cardholders are projected by end 2001.

This press release was distributed by ResponseSource Press Release Wire on behalf of room33 in the following categories: Consumer Technology, Personal Finance, Business & Finance, Computing & Telecoms, for more information visit