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London, 11 June 2002 – WapOneline Ltd, the mobile entertainment and information specialist, is enabling every UK business to become an overnight SMS content provider and exploit the medium’s massive popularity with consumers, following the launch of its Mobilenator Express platform at Internet World 2002.

While the majority of today’s text traffic comes from person-to-person messaging, Merrill Lynch predicts that content and applications, such as ringtones, games and dating will comprise over 50% of all SMS communications by 2003.

The Mobilenator Express gives customers a complete ‘plug-and-play’ software and hardware package to supply and bill SMS content quickly and securely. Through a simple Internet connection to the Mobilenator, companies can deliver content to users across every mobile network in the UK and avoid the hassle and expense of trying to connect to the different operators themselves. And as well as marketing their own content, Mobilenator customers can also take advantage of WapOneline’s central database of high-quality SMS content, from ringtones and logos to games and dating services.

“The UK market for SMS entertainment is chronically underdeveloped. Despite a population of nearly 60 million, the UK lags behind countries like Finland, with a tenth of the potential user-base, in SMS content provision. The reason is simple: UK content providers don’t have access to simple, inexpensive technology to deliver, and bill for content via SMS,” explains Tero Borvornpotsakul, UK Managing Director at WapOneline.

“The Mobilenator Express provides the perfect solution to this issue. It removes the hassle and expense of delivering, securing and billing SMS content to subscribers on all four mobile networks. For content providers, it acts like a conveyor belt for delivering SMS content to the outside world that’s supplied and managed by a world-leader in the field.”

WapOneline is one of the world’s largest providers of SMS-based mobile entertainment and information products, servicing millions of consumers across Scandinavia, the Baltics, the UK and the US.

Launching the Mobilenator Express sees WapOneline expanding into the UK’s business-to-business SMS market for the first time. The company will target media groups and other businesses that have been forced previously to deliver wireless content via premium-rate phone lines – a medium that is expensive for consumers and impossible to access for most prepay mobile users.

Instead, the Mobilenator Express uses ‘reverse billing’ technology that enables content providers to bill consumers a fixed, transparent fee for receiving SMS content. It also incorporates advanced encryption technology to secure each transaction and authentication services that verify the identity of the user.

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For more information, contact:

Nelson Bostock Communications

Catherine Elphee / Bronwyn Winley

Nelson Bostock Communications

PH: 020 7229 4400

Fax: 020 7727 2025 /

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