First digital mobile TV trial in partnership with Nokia and Abertis Telecom

Abertis Telecom, Nokia and Telefónica Móviles España are starting a mobile TV pilot using Digital Video Boadcasting-Handheld (DVB-H) technology. The project, which is backed by major regional and local channels, is first of its kind to take place in Spain. The pilot is a result of the convergence of mobile communications and TV broadcasting technologies. The pilot will take place in Madrid and Barcelona between September 2005 and February 2006, coinciding with the closing ceremony of the GSM World Congress 2006 in Barcelona.

500 users from Madrid and Barcelona will be able to watch high quality broadcast TV content from Antena 3, Sogecable, Telecinco, Telemadrid, TVE and TV3 on Nokia 7710 smartphones equipped with a special accessory to receive mobile TV broadcasts. With a wide color touch-screen (640 x 320 píxels) and stereo music player, users will also have the opportunity to take part in program related interactive services while watching TV.
The first technical pilots prior to the actual consumer pilot will start in June 2005. The consumer pilot will allow the three companies to test the feasibility of DVB-H technology and new mobile TV services. It will also be a chance to assess new business opportunities as well as refine the user experience. The pilot will assist in possible market research that would enable Abertis Telecom, Nokia and Telefónica Móviles to measure public interest in mobile TV services. Another important objective is to test the quality of the signal and broadcast in- and outdoors, in order to determine the best technical parameters for the viability of DVB-H based services.
Under the terms of the agreement, Telefónica Móviles is responsible for customer support, invoicing and interactive services. Abertis Telecom will broadcast the programs in Madrid and Barcelona and are also handling any technical issues with DVB-H signal. Nokia will provide the Mobile TV solution and smartphones that will be used for the pilot.

Martin Dawes Systems says Q1 profits up 100%

Martin Dawes Systems, provider of CRM and billing solutions to telecom operators and resellers, has announced strong growth for Q1 2005, with revenues increasing by over 50 per cent compared with the comparable period last year coupled with a significant increase in profitability. 

The growth in demand for its CRM, billing solutions and  services has spurred Martin Dawes Systems to recruit 40 new employees in the Warrington and Limerick areas, with further expansion already planned.  Managing Director Dewi Thomas says that the new appointments will be focused on continuing
Martin Dawes Systems' momentum in the market through further enouncements to its billing analysis tool, Analyser, and a continuing roll-out of its Virtual Network Enabler (VNE) service powered by dise3G.

"Analyser is proving to be successful with the market as the need for billing and cost analysis becomes more important to corporates," commented Dewi Thomas, managing director. "

The emergence of MVNOs (Mobile Virtual Network Operators) is also a key factor in Martin Dawes Systems' increasing success.  The company's enabler (VNE) service offers the system infrastructure and back office expertise to help companies, typically with strong brands but limited telecoms
experience, to enter new communications markets without having to invest in costly IT systems and support staff. 

Thomas explains, "As a fomer MVNO ourselves, the company has huge technical and operational expertise in bringing communications services to market. The VNE service portfolio takes away many of the day-to-day demands of managing the back office and allows MVNOs to concentrate on their core
business of promoting and selling their branded services.  The dise3G solution is already used by a number of the major operators in the UK, including O2, Vodafone and Opal Telecom (a subsidiary of Carphone Warehouse), and the market as a whole is increasingly recognising the operational benefits that our end-to-end solution delivers."

SRH3000 series

Sepura announces the introduction of the SRH3000 series of hand-held TETRA radios. The series includes the SRH3500 and the SRH3800 ranges.   

In addition to the features and functions from the award winning 2000 series of TETRA radios, the SRH3000 series platform provides significant advances and innovations in TETRA radio technology. These changes focus on the operational usability of the radios, security and users’ safety.

The SRH3500 range is the first family of radios on the TETRA market to include a 16 shade greyscale screen with a definition capable of displaying maps and images.

The SRH3000 hand-held series introduces a faster processor and increased memory.  All radios are provided with an End-to-End encryption hardware platform incorporating a dedicated, tamperproof microprocessor and a smart card connector for End-to-End encryption use, with the support of TETRA Encryption air interface Algorithms TEA1, TEA2, TEA3 and TEA4.
The User Interface of the SRH3500 and SRH3800 ranges can display ISO 8859-2 and ISO 8859-5 character sets including English, Italian, Swedish, French, German, Spanish, Dutch and Cyrillic; it can also display the ideographic character sets of Simplified Chinese, Traditional Chinese, Korean and Arabic.

Both ranges incorporate the ultra-sensitive and fully-integrated sGPS device, unique to Sepura in TETRA, winner in May 2005 of the British Security Industry Association (BSIA) award for the best new communication security product.

Graham Matthews, Managing Director for Sepura commented: “We have updated and extended Sepura’s hand-held radios portfolio to meet the growing international market demands for TETRA radios. During the last three years, Sepura has brought to market eleven different TETRA radios and associated advanced management tools. The introduction of these new products is a response to our continuous monitoring of user requirements and is ample proof that we listen to our customers; it also reinforces our long-term and long-standing commitment to the market place”.

Digital Rum announces IM for customers using Microsoft Office Live Communications Server 2005

Digital Rum(dR) today announced an extended Mobile Service that will be offered to all industry segments and sees immediate application in the Retail, Utilities, Wireless Operator and Leisure Industries, where dR services are recognised today for Mobile CRM.

The service will allow Symbian OS and J2ME enabled devices to access Microsoft Office Live Communications Server systems through a dR implemented client, either pre-configured prior to purchase for direct install on the mobile device or provisioned over the air through a web interface.

•       Two different clients are available, and these support the Nokia Series 60 (Symbian OS) phones and all phones which support Java MIDP 2.0. Ovum, ARC, and the Wireless World Forum have stated there are more than 280 Java handset models available from 32 manufacturers, deployed over 93 carriers.

•       The clients give users access to their secure IM system and presence sharing capabilities on the move, using mass market phones on mobile networks worldwide. This enables users to stay in touch with colleagues, partners, and customers while in the field, to handle time-sensitive requests and to make decisions faster. For ease of use, the clients are based on the Microsoft Office Communicator 2005 desktop experience, but modified to take into account the different phone screen size, layout and functionality.

•       For users with legacy phones, dR provides an SMS extension to Live Communications Server, so that users who are not able to connect to Live Communications Server by any other channel can conduct conversations into the secure IM network via SMS from anywhere in the world.

•       dR provides an end to end service, from provisioning the clients to support in the field. The provisioning of the client onto the phones is a key issue in order to maintain security and conform to the businesses’ IT/IS policies. The clients are preconfigured before being downloaded from the dR platform, minimising the support requirement and maintaining network integrity.

•       dR designed this service to dovetail into its existing mobile CRM services and created a billing capability that will allow the evolution from SMS to IM in a trusted service that provides full functionality for m-ordering, m-commerce, m-merchandising and all aspects of the platform.

Bob Pike, CEO at Digital Rum (dR) said “The new initiative reinforces the long-standing efforts in the market to have secured mobile instant messaging that can potentially evolve to naturally replace short messaging in the IP world and working with Microsoft’s Live Communications Server programme, we see a great future in these new services.  Digital Rum (dR), together with dR investors Cross Atlantic Capital Partners, researched the market and is convinced this service will be in demand.”

 “Instant Messaging and presence are playing an increasingly important role in helping information workers stay in touch with critical business contacts and make better decisions, faster,” said Marc Sanders, senior product manager, Real-Time Collaboration Group, Microsoft Corp.  “We are excited that Digital Rum has joined our vibrant industry partner ecosystem, building a valuable mobile service on our Microsoft Real-Time Collaboration platform that will further extend and enhance the secure Live Communications Server experience.”

MSN and Vodafone today announced plans to launch a first-of-its-kind seamless instant messaging (IM) service between PCs and mobile phones.

Customers of both companies will be able to see the "presence" of their contacts and exchange instant messages between MSN® Messenger on a PC and Vodafone Messenger on mobile phones and vice versa. By offering customers a seamless PC-to-mobile messaging option with instant messaging, MSN and Vodafone will expand communication choices, delivering an enhanced messaging offering for MSN and Vodafone customers who want to stay in touch with friends, family and colleagues.

The service will bring together customers of MSN Messenger, the world's largest instant messaging service with more than 165 million customers worldwide, and Vodafone, which has almost 155 million customers around the world, as messaging continues to grow in popularity on PCs and mobile phones. Initially,  MSN and Vodafone will launch the messaging service in various European countries, including Spain, before the end of the year.

In Spain, over 7 million internet browsers use MSN Messenger and additionally 11.5 million Vodafone customers can benefit from this agreement.

The service will be based on the familiar mobile commercial model of "Calling Party Pays", where users will only pay for messages sent and not for connection.  As they do today, Vodafone customers will prepay or pay for the service through their monthly bill, while MSN Messenger customers will be able to pay through packages available in connection with MSN Messenger.

Building on and complementing the messaging success of SMS, instant messaging between PCs and mobile phones enables new service benefits to customers such as immediacy, the ability to tell whether a contact is available to receive a message (presence) and the ability to see the text of whole conversations. By adding the service functionality of IM and by connecting MSN and Vodafone customers, both companies expect more frequent interaction between PC and mobile customers, resulting in more traffic.

Commenting,  Victor Castro, Managing Director of MSN Spain, said: "Our focus is on the development of on-line communications services and above all, the integration with mobile platforms. This agreement with Vodafone will enable us to make a significant advance towards the definition of an interactive communications centre designed for our more than 9.5 million users in Spain, for whom immediacy, personalisation and value added services are our greatest assets".

Antonio García Urgelés, Director of the Consumer Business Unit of Vodafone Spain, added: "We have brought together two of the world's largest messaging communities with a first of its kind for both industries - a seamless PC-to-mobile instant messaging service. Vodafone customers will now be able to use IM and its additional service benefits to stay in touch with mobile and PC friends and family."

In Spain, one in every two internet browsers use on-line  instant messaging, with MSN Messenger as the preferred service, offering 90% coverage. Over the last two years, "Fenómeno Messenger" (Phenomenal Messenger) has grown in strength, particularly since the launch of new additional services such as full-screen video-calling, personalization capability, the sending of messages to mobiles, etc.

Orange has nnounced the availability of its second generation 3G Mobile Office Card. Targeted at businesses of all sizes, the 3G Mobile Office Card offers users integrated access to the Orange 3G and GPRS networks, as well as supporting WiFi connections.

Technology advances in the new data card are designed to give mobile workers an enhanced user experience. Integrated WiFi compatibility ensures that users can connect to the most appropriate and cost effective high speed network, whether at home, in the office or on the road. The Mobile Office Card also includes an external antenna to boost signal strength, providing faster and more reliable 3G and GPRS Internet access.

The Orange 3G Mobile Office Card includes software developments provided by France Telecom Research and Development, offering greater flexibility in choosing between networks. The default Automatic Mode connects to networks according to users’ pre-set preferences and priorities – for example the software can be programmed to connect to a home WiFi access point and then, if not available, to try 3G/GPRS. Alternatively, the new Manual Mode functionality allows users to pick the network themselves according to their current location or cost and speed priorities.

Independent research by AIRCOM International has shown that Orange has the largest integrated 3G/GPRS network for business in the UK. The 3G network alone now covers over 70% of the population, including the country’s top thirteen regional cities. Orange has also extended GPRS roaming for UK subscribers to 74 countries and currently provides 3G roaming in 10 countries.  This coverage, combined with the data card’s advanced technology and Orange’s 24 x 7 business customer service, gives business users the most reliable wireless data user experience.

“Our customers not only demand the best high speed mobile access for the Internet and the enterprise, but they need to be confident that they can connect wherever they are at a fair and consistent price,” said Alastair MacLeod, VP Orange Business Solutions. “Orange customers now have that confidence, benefiting from the largest integrated 3G/GPRS network for business in the UK, seamless international roaming, and the option of flat rate 3G and GPRS charges.”

Orange 3G Mobile Office Card users benefit from flat rate charges for international roaming, whichever partner network they are using and country they are in. Customers will also only pay for the data they have used with no minimum session charge and payment in Kb increments. And the new Mobile Office Card includes software enhancements to help individual users track their data use over the last session and previous month. End-user set up is completed easily with just three ‘yes’ clicks required for automatic installation.

The Orange 3G Mobile Office Card also offers simpler configuration and installation of devices for IT managers. Software developments enable administrators to customise roll outs according to varying requirements of teams, as well as configure user interface options and network connection settings. A range of value added services are available, offering enterprises support for trainers, helpdesks and end-users as well as assistance with software customisation and project management of team rollouts.

Engineers in UK and Singapore will join Mobile Devices business to focus on Wireless Operators' Value-Added Services

Motorola announced today that it is acquiring key assets from British mobile handset maker Sendo Ltd.  A global leader in wireless  communications, Motorola is purchasing Sendo’s UK- and Singapore-based research and development team and design and test equipment required by that team, as well as the company's intellectual property portfolio.  Financial details of the transaction were not disclosed.

Sendo’s core research and development team comprises approximately 200 engineers – with nearly 170 of those based in Birmingham, UK, and the rest based in Singapore.  Motorola will integrate the engineers into its Mobile Devices business while preserving the team's focus on designing solutions that enable wireless operators to deliver value-added services to consumers.  In addition to the engineers, with today's transaction Motorola is acquiring the team's design and test equipment and will acquire Sendo’s entire intellectual property portfolio – including 50 existing and 40 pending patents.

"Motorola is thrilled to welcome the Sendo research and development team and their proven expertise in designing solutions for wireless operators," said Ron Garriques, president of Motorola Mobile Devices.  "With Motorola, this team will have a chance to flourish and help transform the way people experience mobile communications.  Motorola has had tremendous success in Europe over the last 18 months – particularly because of our commitment to helping customers deliver value-added services.  We're going to keep up the momentum – and this team will be a vital part of that."

Founded by CEO Hugh Brogan in 2000, Sendo Telecommunications Ltd. created a niche for itself by designing and delivering low-cost, highly customized mobile handsets for wireless operators.  During 2004, the company sold approximately 5 million handsets and had more than $420 million in revenue; however, today, Wednesday, 29 June 2005, the privately held company went into administration due to financial pressures. 

Under the agreement, Motorola is not acquiring the larger business of Sendo Ltd. or any of its manufacturing or supply relationships, or any of its capital or real assets, handset inventories, sales offices, liabilities or financial obligations.

A consortium lead by Saab and consisting of Nokia, Eltel Networks and Saab recently won the contract to supply the RAKEL (Radiocommunications for Effective Management) TETRA network system to the Swedish Public Safety Authorities (KBM).

With increasing demands for fast, secure and versatile communications between individual units, groups and command and control centres, KBM’s award to upgrade the existing analogue network to a digital network reflects an ongoing movement within Europe. Participants in the RAKEL system include: police, coast guard, customs, emergency healthcare and ambulance service, armed forces plus local and regional crisis management teams.

ATDI were approached by Saab to provide multiple Libra™ test and measurement systems. The Libra™ survey system will serve two purposes. Firstly, to obtain a baseline of existing coverage currently served from the analogue system. This baseline will be used as a benchmark to ensure that the new digital system at least meets previous coverage levels. Secondly, the Libra™ system will be used to model the new digital network and check predictions generated from Saab’s radio prediction tool. Verification of model settings and parameters will provide increased confidence in predictions used to plan the national network.

On completion of the project, the Libra™ systems, along with Saab’s radio prediction software, will be handed over to Swedish Emergency Management Agency (SEMA) who is responsible for the ongoing operation, maintenance and development of the network. The Libra™ survey systems will prove an effective maintenance and development tool for the network.

As Lee Shanks, Senior Radiocommunications Engineer with ATDI, commented, “We’re very pleased to be suppliers to Saab in their TETRA network supply.  This adds to all our other activities in this market to show a complete network modelling, planning and measurement competence and associated toolset.”

Launches web'n'walk for "open" internet access from mobiles

T-Mobile is the first carrier in Europe to bring free Internet to mobile phones: web’n’walk is the name of the offer that T-Mobile is using to compile attractive packages for mobile users in the World Wide Web. The first web’n’walk offers are now available in Germany and Austria. In the course of the year, mobile Internet will also spread to Great Britain, the Netherlands and the Czech Republic.

The vital difference from mobile portals and their often restricted content is that web’n’walk gives T-Mobile customers not only far greater flexibility in Internet usage but also the advantages of free Internet, with optimized quality and low package prices. This offer from T-Mobile gives customers the opportunity to transfer Internet skills they have acquired on their PCs to mobile scenarios, with the added advantage of the spontaneity and flexibility that are typical of cell phones

“With web’n’walk we are giving vital impetus to mobile Internet usage,” says René Obermann, CEO at T-Mobile International. “We are paving the way to free Internet for our mobile customers, demonstrating once again that we are the innovation leader in the mobile communications market.”

“web’n’walk lets our customers click into their favorite sites wherever they happen to be, retrieve the information they require and subscribe to entertainment offers,” adds Ulli Gritzuhn, CMO at T-Mobile International. “We assume that, in five years’ time, all data-capable cell phones from T-Mobile will be web’n’walk devices.”

To mark the launch, four cell phones will offer the new web’n’walk experience: Sidekick II, MDA compact, Nokia 6680 and the new SDA model. Sidekick II came to market in June and has a full-size keyboard and large color display – spelling maximum ease of use for Internet access. A special compression procedure accelerates retrieval and display of the Internet pages. E-mails are delivered automatically and promptly to their recipients via the mail push service.

MDA compact provides T-Mobile customers with a fast, easy-to-use access medium to the open Internet. To make MDA compact even speedier, the device now comes with an improved Internet browser.

The third cell-phone model in the web’n’walk launch offer is a Nokia 6680. With this compact device, users can, for example, use T-Mobile’s UMTS network (UMTS, Universal Mobile Telecommunications System) to pick up e-mails plus attachments at high speeds and for fast Internet searches. Special software also optimizes page representation in 262,000 colors on the Nokia 6680 display.

Around September, T-Mobile is due to introduce a fourth web’n’walk device, the new SDA model, which will attract above all a mass market. This full-size smart phone will have an optimized Internet browser for even faster surfing on the open Internet. T-Mobile also has plans to greatly expand its web’n’walk mobile device portfolio in the coming months.

“Our target is to win new web’n’walk customers in the upper six-digit range by the end of 2006,” René Obermann quotes the sales forecast for the new offer. “What’s more, we expect ARPU (average revenue per user) to climb significantly for customers using the mobile Internet.”

To ensure that Sidekick II and MDA compact users on the move can access the Internet offers they need with minimum effort, the Google search engine is positioned on the start page behind the Internet Explorer icon. In the future, T-Mobile and Google Inc. will cooperate closely on the new web’n’walk offers. They aim to further improve the comfort, benefit and speed of Internet access with mobile phones from T-Mobile. In addition to the search engine, users will find a list of interesting links. Here, they can click their way rapidly to RTL news, online weather forecasts or Postbank’s online offers. And of course users can replace this start page with their own personal favorite at any time.

To mark the launch of the web’n’walk offer, T-Mobile is introducing new volume-based data options in Germany and, at the same time, making its existing offers even more attractive. For example, the new Data 30 option offers a monthly inclusive volume of 30 MB for mobile data transmission instead of the previous 10 MB and at a monthly price of only EUR 10. Once the inclusive volume is used up, a price of EUR 1.90 is charged for each additional MB. There is also a special attraction for everyone who surfs the mobile net with Sidekick II: the 30 MB limit for the Sidekick Data option is being lifted until the end of the year. This means that a real flat rate option is now available in T-Mobile Deutschland’s network for a monthly price of EUR 15.

Says roaming services company

Mobile operators are missing out on more than $500 million each year in lost revenue from global roaming potential, according to roaming technology and services expert Starhome. The findings
identify the major losses being caused by uncompleted calls and dialling mistakes caused by users' lack of familiarity with international dialling and phone book dialling.

Statistics gathered by Starhome, the leading global provider of roaming technology and services to operators in 60 countries, have demonstrated that an average of 5 per cent of mobile roaming calls are never completed, pointing to huge operator additional revenue potential.  The recent Global Mobile Roaming Report by Informa Telecoms & Media shows that in 2004 there were 210,000,000 international mobile roamers, who generated nearly 11 billion roaming minutes per year. Starhome calculates that the 5 per cent of these international calls that are not completed equates to a loss of $525
million per year.

Starhome Director of Marketing, Guy Talmi comments, "International roaming needs to be kept seamless for travellers, so that when they step off the plane they can make calls the same way they do at home. Where it is not yet
seamless, operators can help their customers by automatically fixing their dialling mistakes when roaming and in so doing maintain their level of satisfaction and secure 100 per cent of the roaming revenues."

Starhome's Intelligent Call Assistance service adds powerful roaming capabilities such as automatic correction of dialling mistakes. If Roamers' for example, continue to dial from their phone book while they roam, their calls will still be completed even if dialled without the country code.

Michèle Scanlon, author of the new Informa Telecoms & Media Global Mobile Roaming Report states, "based on our research the numbers of roamers will grow from 210,000,000 in 2004 up to 850,000,000 in 2010. Growth will be driven by an  increase in light to medium user segments such as the
occasional business traveller or holidaymaker many of whom may not be familiar with international dialling or usage within the roaming environment. On average roaming contributes 10% to overall operator revenues with even higher margin contributions, so a high rate of uncompleted roaming calls due to roamers' dialling mistakes will affect the bottom line of each
operator and needs to be addressed".

20:20 Logisitics to take a minimum 250,000 handsets

 Emblaze Mobile Ltd., the handset design and manufacturing house and member of the Emblaze Group, today announced its first major European agreement with 20:20 Logistics Europe’s leading distributor. 20:20 Logistics, part of the Cauldwell Group of companies, is a value added distributor utilising sales, marketing and logistical expertise in over 7000 points of sales across Great Britain providing products and services to a wide variety of customers.

According to the agreement, 20:20 has committed to purchase a minimum of 250,000 Emblaze branded handsets, within a 12-month period and to distribute them directly to operators and through retail outlets in the UK and Ireland. 20:20 will be Emblaze Mobile’s exclusive distributor and will be supplying a selection of devices from the Emblaze range that was launched at 3GSM in February this year.

“We have launched both our unique branding and our bold and fresh range of handsets,” said Laurence Alexander, CEO, Emblaze Mobile. “We are now excited that we can bring these directly to the UK market using 20:20’s great experience and flexibility.  This deal puts Emblaze firmly on the map and will for the first time bring Emblaze branded handsets to UK mobile users.”

“Emblaze is a stylish, dynamic brand that presents an exciting opportunity. 20:20 is looking to drive incremental business in all sales channels and it is clear that the Emblaze management team is aiming to do the same. It is determined to succeed in gaining substantial market share. The arrival of Emblaze is good news for 20:20 and very good news for our customers.  We will be aiming to exceed Laurence Alexander’s expectations.”

A spokesperson for 20:20 Logistics said: “We have been in lengthy discussions with a number of new manufacturers to help support our customers’ development plans and we must say that Emblaze stands out by a mile!  It excels both in terms of the quality of its new phones and the willingness to invest significantly in the UK. “

“Emblaze is a stylish, dynamic brand that presents an exciting opportunity. 20:20 is looking to drive incremental business in all sales channels and it is clear that the Emblaze management team is aiming to do the same. It is determined to succeed in gaining substantial market share. The arrival of Emblaze is good news for 20:20 and very good news for our customers.  We will be aiming to exceed Laurence Alexander’s expectations.”

20:20 will provide a total fulfilment solution covering; warehousing and logistics, inventory management coupled with next day delivery, handset customisation, and management of online sales and fulfilment. The agreement with 20:20 will give Emblaze access to the widest possible product distribution so allowing Emblaze to continue to focus on care sales and marketing and product development. 
The new portfolio has been developed for a need but designed for a lifestyle. Amongst those to be managed by 20:20 will be:

Desire 20: Undeniably a head turning swivel screen top-of-the-range camera phone, with a massive 2 megapixel image, the Desire 20 can take ultra-detailed shots to compete with any dedicated camera.  A high-quality MPEG4 Camcorder captures all the action plus an MP3 with 64MB built-in memory means there’s bags of room for favourite tracks. With some great Java-based games, it’s a complete entertainment system in your pocket.

Sting 10: For sharp design and a rich multimedia experience, the Sting 10 is a suave, polished package. Photos and videos are a breeze with the 1.3 megapixel camera with flash and 4x digital zoom while MP3s sound pitch perfect through the stereo speakers. But its coolest feature is the button-activated automatic slider – devilishly debonair.

Extreme ties up with Vodafone

Extreme Group have announced that they are launching ExtremeMob, the UK's first pre-pay mobile phone service designed exclusively for the under 24's.

An MVNO (Mobile Virtual Network Operator) on the Vodafone UK network, ExtremeMob will build on the Extreme Group's heritage and credibility in the youth market. Understanding that communication is key with their audience, ExtremeMob is more than just about extreme sports, it's about being an integral part of the lifestyle of under 24's.

ExtremeMob has a distinctly different approach to the existing mobile phone networks, with a crack team from the telecoms, youth lifestyle and the extreme sports industries developing the brand. It will deliver a service with a content offering that feels more like a lifestyle magazine - always fresh and relevant, together with handsets, tariffs, and customer care all geared to meet the aspirations of the youth market.

The new service will initially launch on-line in summer 2005, and roll out onto the high street during the autumn leveraging Extreme's existing retail set-up.

Al Gosling, CEO and founder of the Extreme Group, "ExtremeMob will be a unique, totally-focused mobile offering. This is not about price... it's about providing a relevant, value for money service for our customers - we totally understand the importance and future potential of mobile to the youth market. We're going to give our customers what they want, the way they want it. This is our space, we know what works and the key to success is listening and then delivering".
Philip Marnick, MD of ExtremeMob, is confident of Extreme's entry into the mobile market,"We have a real opportunity for long-term success by focusing on the youth market - Extreme is recognised as one of the coolest, most accessible companies out there. Our aim is to capitalise on this, build on Extreme's unquestionable heritage and access to relevant content, and make ExtremeMob the default communication choice for youth".

Nick Read, CCO of Vodafone UK, said 'Extreme is an attractive partner for Vodafone. They have a unique combination of brand, content and their own distribution channel, that are all complementary to Vodafone. Over the past year, we have been approached by several parties for an MVNO deal, Extreme is the only one that convinced us they have a genuinely different proposition that will add value to the mobile market'.