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For immediate release 10th January 2005

Rapid Mobile, an Edinburgh-based software specialist is launching a new mobile application named Mobex, enabling punters to back and lay bets from their mobile phone or portable device.

Rapid Mobile is being licensed by the Betfair web-based betting exchange to develop applications using the Betfair API as part of the Betfair Developers Program Any Betfair user can register, download and use the application.

Mobex enables punters to see market information and transact wherever they are and they can even attend sporting events and still back or lay even 'in running'. Mobex works wherever there is a mobile signal.

Iain Maddox, managing director of Rapid Mobile Media Limited, comments:

“Betting exchange punters need to be permanently in-touch with market movements and that means if they move away from a fixed internet connection, they risk losing out. Mobex, however, changes all that.

It is simple to download and Betfair punters will find the interface very fast, familiar and user-friendly.”

He adds, “We spent 2004 developing and testing our core technology and we are very confident that punters will be delighted with the mobex product.”

Betfair has single-handedly revolutionised the global betting industry since its launch just over four years ago. It is already one of the UK’s most successful internet-based businesses, and is fast becoming one of the most recognised betting brands. It has 300,000 registered clients worldwide and Betfair matches up to 12,000 bets every minute."

The privately owned company pioneered the concept of ‘exchange betting’ - a form of betting that uses Internet technology to enable punters to bet at better value, because punters rather than the bookmaker set the odds.

Betfair will introduce mobex to their clients in January 2005 via their newsletter and the Betfair Developers Programme website which lists all its Licensed Software Vendors in its Solutions Directory An ‘Information only’ version of mobex will be free of charge and there will be a small monthly fee for the fully transactional version of mobex. See for more information.


Notes to Editors

About Betfair:
For information about Betfair and the Betfair Developers Program please go to or

About Rapid Mobile:
The upcoming mass market for mobile applications and games is for java mobile devices. In the UK, over 85% of all new mobile phones are now java enabled and over 65% of the total market already has java devices – the trend and the opportunity are obvious. Rapid Mobile Media Ltd is an Edinburgh based software company focused on the development of java-based solutions for mobile devices.

With many years of experience delivering consumer orientated software solutions for different medias, the team at Rapid Mobile quickly established in early 2004 what would and would not work for delivering fit-for-purpose, robust and scalable solutions on mobile devices.

We established that ‘thin-client’ architecture would be appropriate but many of the development methods, tools and technologies used for business, games and web applications would fail the critical success criteria when it came to usability, speed, security and easy integration. Consequently, to ensure success each and every time, we decided to work from what the phones could cope with backwards rather than try to make a technology or approach fit inappropriately.

From this investigation, we evolved what we consider to be a ‘best practice’ method for rapidly developing successful applications and games for java mobile devices - we call this ThinkPhone.

From ThinkPhone we were then able to employ a well-proven Component Based Development (CBD) approach to develop all the key building blocks, known as software components, which would be needed to deliver successful solutions. These individual ‘building bricks’ include components for the user interface operation, communications, account management, networking, security, internationalisation, integration etc that may be used on the server and client ends of each solution as appropriate.

By being able to re-use this code time and again we then only need to develop the application or game element, plus provide unique styling for the user interface, to provide a fully functional solution both quickly and relatively cheaply. Enhancements can be done in a fraction of the time usual to traditional development approaches.

As well as offering to custom build applications specified by customers or partners, we have a compendium of games available, the mobet sportsbook for any type of fixed odds betting and a mobile front end to the Betfair betting exchange called mobex. We offer individually styled products for customer branding that then plug-and-play into existing back ends for quick time to market and soonest ROI – see

Media Contact:

Kevin Dorrian - Director
Wemyss House
45 Frederick Street
Edinburgh EH2 1EP
0131 624 1155

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