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PurpleACE Announces that Celcom is the First Operator to Go Live With its Failsafe Contacts Duplication Service - Ripple Vault

Singapore, 19 January 2005, PurpleAce, a pioneer of mobile content discovery solutions today announced that Malaysia's largest mobile operator Celcom has become the world's first to introduce its Ripple Vault service. The introduction of PurpleAce's Ripple Vault means that Celcom's 4.97 million customers will be able to backup and protect their mobile phone contact list.

The service, branded as SIMcard Rescue, will be offered as part of Celcom's latest pre-paid plan called XPAX, and is available to all Celcom customers regardless of their handset for a nominal monthly fee of 2MYR *. Users will be able to access their online contacts list via the security-protected WAP and WEB portal should they lose their mobile or irreparably damage their SIM card. The service currently protects mobile users' phonebook information, but the product's reach can be extended to backup other mobile data including SMS and rich media like photos and videos.

Users of the service with smart phones have their contacts backed-up automatically, while users of lower-generation phones can simply have their SIM cards read at their retail outlet. Although it offers clear benefits for business users SIMcard Rescue also has mass market appeal. SIMcard Rescue is not limited to SyncML handsets or GPRS users. It's available to everyone and offers incremental usability depending on the handset's capabilities.

PurpleAce CEO Scott Sproule said: "Anyone who's lost their mobile phone, complete with all their invaluable contacts, will tell you how infuriating it can be. The effort spent collating and inputting all those numbers again is colossal, and there are always those numbers that you simply can't get. Ripple Vault gives customers an easy-to-use and cheap failsafe should anything happen to their mobile. It also gives operators an opportunity to differentiate their offering in the marketplace and, crucially, increase revenues."

Celcom"s Group CEO, Dato' Ramli Abbas said: "We believe that the introduction of SIMcard Rescue adds even more value to our customer base. I believe that many of our customers will see the ability to quickly, easily and cheaply backup their contacts as a genuinely indispensable service. Its introduction once again underlines that Celcom is at the forefront of new technologies."

* PurpleAce will be will be exhibiting at 3GSM 2005 in Cannes on the Siemens Mobile Acceleration stand (stand 17, hall two).

About PurpleAce
Founded in 2002, PurpleAce is pioneering 'social networking' based content discovery solutions. Firmly established in Asia and Europe, PurpleAce offers its award-winning solutions to MNOs, content providers and handset manufacturers.

PurpleAce's solutions make mobile data services more usable and relevant to consumers, by enabling them to discover, archive and share content with each other. This in turn develops a strong and loyal customer base, which is active and ultimately spends more on data services.

About Celcom (Malaysia) Berhad
Celcom (Malaysia) Berhad is now the country's most experienced and premier mobile cellular telecommunications company with over 4.97 million customers for both pre-paid and post-paid mobile services under the 019 and 013 access codes. It has the most comprehensive network coverage covering 95% of the populated areas in the Malaysia. Celcom offers international roaming service in more than 90 countries over almost 200 networks worldwide, including operations overseas in Bangladesh and Iran. For more information, log on to www.celcom.com.my

About Ripple Discover
Ripple Discover serves up a personalized selection of content to each subscriber and enables them to pass on content purchases to friends in a copyright-protected environment. A built-in loyalty program provides incentives to share content with their friends by tracking and rewarding people along the value chain. When new content is introduced, Ripple identifies the subscribers that are most likely to make recommendations, and promotes content to them based on their purchases and those of their social network.

About Ripple Share
Consumers tend to generate content (photos, videos, blogs) that is of interest to other consumers. Ripple Share enables subscribers to publish and monetize content they create. Other subscribers can view published content, recommend content to their friends, and receive personalized suggestions on what content to look at. This ensures that even user-generated content is actively consumed, and that content creators are rewarded for it, thereby encouraging a truly dynamic and loyal subscriber base.

PurpleAce is a SMAC (Siemens Mobile Acceleration) investee.

Notes to Editor
MYR = Malaysian ringgits.
At the time of release 1 euro = 4.97 MYR.

For further press information, on PurpleAce, please contact:

Andrew Durkin
MUSTARD PR
Tel: + 44 (0) 1753 889100
E: andrew@mustardpr.com

This press release was distributed by ResponseSource Press Release Wire on behalf of MUSTARD PR in the following categories: Consumer Technology, Business & Finance, Computing & Telecoms, for more information visit https://pressreleasewire.responsesource.com/about.