MyScreen re-commits to Canadian heritage

TORONTO, Sept. 28 /PRNewswire-FirstCall/ - MyScreen Mobile, Inc. (MyScreen) (Pink Sheets: MYSL) (Frankfurt: WICI) today announced the company has made some important changes to re-commit the company to its Canadian heritage and to secure its ongoing presence and operations in Canada.

As a key component of this renewed strategy, MyScreen is pleased to announce the appointment of Michael O'Connor to the position of Chief Executive Officer. Michael O'Connor has been involved with MyScreen since May 2008 when Orascom Telecom Holdings made an equity investment into the company to secure market exclusivity in all markets in which Orascom Telecom operates. This includes Canada where they are involved with the launch of the new National Mobile Operator, WIND Mobile. Michael O'Connor will continue in his role as Corporate Strategy Officer and Co-Founder of WIND Mobile while adding the role of CEO at MyScreen.

Michael O'Connor began his career at the Economic Council of Canada/School of Policy Studies Queens University. He then became the Director for the Center for Economic and Financial Analysis at Science Applications International Corporation, one of the largest consultancies in the United States. In 1999 he joined Orascom Telecom as a founding Executive Committee Member and led business development efforts there for ten years. He returned to Canada as a co-founder of WIND Mobile to run the auction for the AWS spectrum. For WIND, he leads business development and corporate strategy. Michael O'Connor has been a director at MyScreen since February 2010.

"MyScreen was founded in Canada and will remain a Canadian company, we are proud to have an ever expanding International presence as a Canadian company and by re-organizing we have provided stability to our organization and our people moving forward," stated new CEO at MyScreen, Michael O'Connor.

Maurizio Angelone will remain contributor to MyScreen and will offer support to the overall strategy, his leadership has guided the organization's first commercial launches in Latin America, and his knowledge and relationships in the region are invaluable. While we appreciate all that has been accomplished we look forward to his ongoing guidance in this key strategic region and elsewhere around the globe.

To support day-to-day operations MyScreen is pleased to announce the appointment of Mark D'Cunha, P.Eng. to the position of Chief Operating Officer. Mark joined MyScreen in 2008 as Chief Technology Officer and has been instrumental in advancing the technology from concept to market trials with Turkcell and successful commercial deployment with Tier one wireless operators worldwide. Mark has 20 years of experience with telecom operators in launching innovative systems and services for Unitel, AT&T Canada, Rogers, Bell and Vodafone. He holds a Bachelor of Engineering degree from McMaster University and is a licensed Professional Engineer.

MyScreen is also announcing the appointment of Jim Bailey as Chief Financial Officer. Jim Bailey has 20 years of experience in Telecoms, Media and Technology as CFO, CEO and Board member. He spent 5 years with Orascom Telecom, first as CFO and then CEO of Telecel International, a GSM operator in sub-Saharan Africa. Subsequently he was CFO and Board Director of OT WiMAX Limited, a joint venture with Intel Capital. Jim Bailey has been a Director of MyScreen since May 2008. He holds a Bachelor of Commerce degree from the University of Calgary as well as a MBA from London Business School in the UK.

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.
    -   Designed to enable consumers to respond directly to the ads with
        MyScreen's proprietary "ad value hot keys" functionality. MyScreen
        ads have generated click through 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 219 million mobile subscribers under contract 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.

SOURCE Myscreen Mobile Inc.

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