content for your multimedia phone

[amphibian]

mobile phone 'entertainment' content
to be marketed similar to prepaid long distance cards


Retail Therapy

Los Angeles, CA -- E3 Stand - 2208, West Hall, May 23rd, 2002. Mobile phone owners will soon be able to purchase entertainment services for their mobile phone handset -- including games, ring tones, icons and voicemail --from a variety of retail outlets, thanks to an innovative new range of products being launched by Digital Bridges Ltd., one of the world leaders in mobile entertainment.

The DVD-style packs each contain a product flyer and a voucher, similar to those in mobile phone pre-pay systems, which can be redeemed by the purchaser through his or her phone handset to access a variety of mobile entertainment services. The packswill be themed around many of the major brands and licences Digital Bridges is already working with, including Star Trek™: First Duty, Men In Black II™, Ali G Indahouse™ and Scooby-Doo™. Each pack will give the user access to branded games based on text messaging (known as SMS in Europe) as well as a variety of personalisation services. Digital Bridges is also building relationships with major music companies with a view to creating mobile entertainment services – and entertainment packs – around major artists and/or releases.

Digital Bridges has already signed distributors and retailers across the UK, and are planning to extend the mobile entertainment retail pack concept into the US and European markets through selectedpartners. This will complement the company's existing relationships with over 40 of the world's leading mobile network operators and carriers, thus creating a valuable new channel to reach consumers.

Mobile entertainment is widely recognised as a potential killer-application, which will drive forward wireless industry revenues and valuations. The potential audience is measured in the hundreds of millions; and the majority of the research carried out within the sector indicates the market will accelerate further in coming years as new handsets (incorporating color screens, Java technology and the like) become available. Already, the European market for downloadable personalisation services – essentially ringtones and wireless handseticons -- is said to generate in the region of .5 billion in annual revenues, with fully a third of Europeans claiming to have downloaded at least one ring tone or icon since buying their handset.

Brian Greasley, the CEO of Digital Bridges, said, “One of the biggest challenges currently facing the mobile entertainment market is building awareness among consumers about the possibilities presented by mobile entertainment. To penetrate the mass-market, mobile entertainment will have to become ubiquitous and available through multiple channels. The Digital Bridges Retail Packs represent an innovative first step in creating new routes to reach a wider consumer base.”