MyScreen Completes Integration With Mobile Operator Partners to Launch Mobile Advertising Technology in Mexico, Brazil, Argentin

  Attention assignment editors, mobile phone reporters, technology reporters, marketing and advertising reporters, and investment, financial and business reporters

MyScreen Mobile, Inc. (MyScreen) (PINK SHEETS: MYSL) (FRANKFURT: WICI) today announced the company has successfully completed testing of its mobile advertising technology and integrated its platform with its mobile operator partners in preparation for its commercial launches in its first three Latin American markets: Mexico, Brazil and Argentina. All key components of the first-of-a-kind advertising solution have been tested internally by MyScreen, and its operator partners are now completing their own testing.

MyScreen's patent-pending technology delivers full-screen advertisements to the mobile phones of opt-in subscribers and provides them with rewards such as free services, special offers and discounts.

"We are pleased our technology is performing exceptionally well and the integration with our mobile operator partners is near completion," MyScreen CEO Maurizio Angelone said. "Essentially, all elements of our business model are set for execution: We are ready to register and activate subscribers, deliver and display advertising content to their mobile phones, and provide them with rewards according to the programs selected by their mobile service providers."

"Advertisers have clearly demonstrated that they see the value in MyScreen's unique advertising proposition and are prepared to support a business model in which numerous participants share the ad revenues," Angelone said. "MyScreen's highly targeted advertising solution, coupled with exceptionally high click-through rates, offers advertisers incredible consumer engagement. As a result, advertisers are prepared to pay premium ad rates for MyScreen's service."

Angelone added: "MyScreen is working closely with numerous top-tier brand advertisers and agencies and has secured approximately $1.5 million of advertising commitments that will generate a share of revenues for MyScreen as soon as we launch our service commercially."

Based on recent data from the Mobile Marketing Association, the propensity for consumers in MyScreen's launch markets to sign up to receive mobile advertising is very high, Angelone said. These studies show 65% of all mobile phone users in Mexico, Brazil and Argentina are "moderately to highly" interested in mobile marketing, and 30% are "very likely" to opt-in to receive mobile marketing messages.

MyScreen's technology differs from the other mobile advertising vehicles that are currently available, as MyScreen's ads are:

- Full-screen, visually engaging graphics that convey the advertisers' brand image

- Delivered in a non-shared advertising environment that provides brand exclusivity. MyScreen ads are delivered at the end of every call and offer better visibility than SMS texts or banner ads.

- Designed to enable consumers to respond directly to the ads with MyScreen's proprietary "ad value hot keys" functionality. MyScreen ads have generated click thru rates (CTR's) that exceeded 20 percent. MyScreen greatly outperforms Internet CTR's, which are widely known to average less than 1 percent. According to the latest industry data, the average CTR is only .1 percent.

- Individually targeted to match each subscriber's self-created demographic and psychographic profiles, making the ads highly relevant to their unique interests and lifestyles

- Incentive-based, with subscribers accumulating reward points for every ad they view on their phones. Points are redeemed in the form of free and bonus telecom services provided by the operator. Exclusive "made-for-MyScreen" offers, such as free trial products or special promotional pricing, are provided by participating advertisers.

Moreover, MyScreen's mobile advertising solution is designed to integrate seamlessly without interrupting users' regular call behaviors. Subscribers choose the type of content and ads they receive from categories such as sports, entertainment, lifestyle and health. Advertisers can use MyScreen's unique "ad value hot keys" to raise brand awareness, launch products and services, promote special offers, generate traffic to retail locations, improve customer loyalty and drive sales. MyScreen has secured agreements with operators who currently have about 182 million mobile subscribers and expects that number to increase significantly during the next 12 months.

About MyScreen

MyScreen (PINK SHEETS: MYSL) (FRANKFURT: WICI) is a first-of-a-kind mobile advertising technology platform that provides advertisers with a new channel for reaching consumers. Its unique patent-pending technology delivers full-screen, incentive-based ads directly to the mobile phones of opt-in subscribers. The visually engaging ads target subscribers based on their demographic and psychographic profiles and provide them with rewards such as free services, special offers and discounts. As mobile innovators, MyScreen has forged extensive advertiser and operator relationships and functions as an industry advocate. Through its mobile marketing consultancy, the MyScreen Agency, the company collaborates with traditional ad agencies and brand advertisers to optimize their mobile advertising programs. For more information, visit www.MyScreen.com.

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