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The service is based on Cell-ID & SMS, overcoming market limitations to deliver revenue generating location based services

London, November 20th 2008 – Creativity Software, a supplier of white label location solutions, and Claro, a member of the America Movil group and the leading wireless service provider in Latin America, today announced the successful deployment of ‘Servicio de Localizacion de Claro’ a mass market Location Based Service for the emerging Guatemalan mobile market.

Claro demanded a brand new approach with an implementation from Creativity Software based on Cell-ID and SMS rather than GPS to find individuals. Subscribers – both pre and post-paid - are now able to locate relatives and friends through a straightforward text message interface. To be able to locate others, a user simply needs to send a message with the keyword ‘Locate’ to a short code (7575). The system will then reply with a short message giving the approximate address of where the person being located is to be found. These messages are charged at US$0.65.

Because Claro did not have the infrastructure required to enable mobile location services based on cell-id (GMLC / SMLC), Creativity Software provided Claro with a cost-effective alternative. For this they worked with their partner – and Claro’s preferred supplier - OSI, a leading telecoms service provider in Central America. The outcome was the installation of a SS7 Signalling Gateway that interrogates Claro’s network to retrieve the positioning data of the mobile phone being located (see detail in diagram at the end).

In order to register for the service, Claro’s users in Guatemala simply need to send a text message to a short code (7474) to request an account activation, to add, modify or delete ‘locatees’ and to request an SMS with the names and numbers of people they can locate or who can locate them. These messages are charged at US$1.0.

To give peace of mind to users, an opt-in mechanism has been put in place demanding users’ authorisation to allow others to locate them. The system also allows users to send a message at any point in time to stop others being able to locate them. The service offers a series of other SMS commands that make the service easy to use.

“Delivering Claro Localizer has been a real challenge, to take our FamilyWise solution and create a completely new approach to delivering a next generation service without the availability of next generation network infrastructure or handsets,” said Richard Lee, CEO, Creativity Software. “What we have come to recognise as groundbreaking about Claro’s Mobile Location Service is that there really are no constraints for mass market adoption of location based services. It has opened our eyes to the broad possibilities of delivering new services that need not be reliant on GPS or even use of maps as part of the user interface. It also demonstrates how SMS still has an incredibly powerful role to play in delivering new services in both developed and emerging markets. That is hugely encouraging for operators and users alike.”

For Claro, Ernesto Rossbach – President of OSI – said “The take up rate in the trial period has been more than 5 times what we have experienced with previous service offerings. The launch of “Servicio de Localizacion de Claro” demonstrates once again our intention to extend to our clients the best mobile experience and the widest range of communication possibilities through the application of innovative technologies that deliver in the real world”

Notes for Editors:

Claro Guatemala has nearly 4 million users and the highest coverage nationwide of the largest telecom market in Central America. The distribution of income in Guatemala is highly unequal, with around 75% of the population below the poverty line. Mobile telephony is the fastest growing market. There are about four times as many mobile phones as fixed lines in service. Mobile penetration has been about 20% lower than the Latin American average.

About Claro

Claro is the brand name for America Movil’s mobile service in Guatemala and other Central and South American countries. In Guatemala, Claro provides over 4 million users with a variety of value add services such as SMS to fixed lines, video calling, 3G services and others.

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About Creativity Software

Creativity Software Ltd is a UK based technology business specialising in Location Based Services. The company’s applications are delivered in white label format, enabling mobile operators, mobile device manufacturers and service providers to add innovative services to their portfolio, while enabling large enterprises to deploy critical process support for employees cost-effectively. Customers include global brands such as Motorola, BP, Samsung, Pearson and Walt Disney.

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Media Contacts:

XL Communications
Chris Bignell / Gary Marshall
Tel. 07834 020460 / 077 3322 4654
Email: /

Creativity Software Ltd.
Saul Olivares
Market Development Director
Tel: +44 20 8547 4162

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