Blue Cell Networks, e-Plus, July Systems, & THQ Wireless Unveil Unique “On-the-Spot” Download Solution for Mobile Content at GC 2005

New beamzone(TM) Solution Offers New Service Distribution Channel for Mobile Operators and Mobile Content Retailers

News by GamesIndustry International Contributor

Published on Aug. 16, 2005

Leipzig, 15 August 2005 - Four 2.20 meter high illuminated blue columns will catch the attention of visitors at this year's Games Convention in Leipzig. The columns will automatically beam exciting mobile content such as the latest games, ring-tones and wallpapers free to Bluetooth-enabled mobile phones of visitors in the show area. This is a demonstration of beamzone^TM, a unique new solution offered by Blue Cell Networks, e-Plus, July Systems and THQ Wireless that allows mobile content and services to be distributed via Bluetooth 'hotspots' to mobile phones in a specific location. In the future there will be a chance to test mobile content for free at a lot of public places like restaurants, department stores and train stations.

Visitors to the Games convention who wish to experience the new beamzoneTM service can find prominent beamzone^TM 'hotspots' in the July Systems and THQ Wireless booths in the Business Center, in the main entrance hall of the Games Convention, as well as in July Systems' booth at the GC Developers Conference. Targeted at visitors carrying Bluetooth-enabled mobile phones, the demonstration service will offer free mobile content sponsored by e-Plus, free-trial games using July's smart mobile retailing solution, and bookmarks where users can find other exciting content. The content is downloaded without any GPRS costs for users. All content for the service is provided by leading content provider THQ Wireless, while Blue Cell Networks provides the Bluetooth distribution solution, and July Systems brings its innovative technology that allows smart, personalized retailing of mobile content.

The first-of-its-kind beamzone^TM solution is a significant development as it provides a new channel for mobile operators and other content retailers to distribute mobile content and services to consumers in a location-specific context, without the costs associated with content transfer via GPRS. The service also gives business partners excellent promotional possibilities: Besides branding of the beamzoneTM columns, advertising inside the mobile contents is also possible. Trade partners get an attractive option for mobile marketing: Free content, news and actual product offers can be transferred to customer's cell phones within a radius of 30 meters. The contents may vary from column to column.

Blue Cell networks CEO Rainer Rother expects from the beamzoneTM cooperation that the columns will find the attention of visiting retailers, who will deploy this new dimension of mobile marketing to enrich the point-of-sale of their hardware department.

e-Plus Mobilfunk GmbH & Co. KG about the new opportunities made available through beamzones: "For us as a provider of mobile telephone services the beamzones are a very interesting tool, as they allow us to increase the number of customers visiting our shops. In our shops the customer is able to try attractive content for free on his cell phone whenever he wants."

Dr. Wilhelm Bielert, Vice President of Business Development, EMEA, July Systems says, "July is excited to provide its smart mobile retailing and try-before-buy capabilities which are central to the beamzone^TM distribution solution. July's mobile retailing infrastructure in Germany reaches subscribers on all the leading mobile operators and allows July to quickly deploy different types of cross-operator, cross-content mobile services for new customers and partners in Germany."

Raoul Birkhold, Territory Manager Central Europe, THQ Wireless, says, "We look forward to explore the potential of this new distribution channel for our mobile content, in addition to traditional channels. Also, I am convinced the try-before-you-buy service and other innovative retailing models will have a very positive effect on distribution and sales of mobile content. We expect these to deliver much higher revenues compared to regular download services, because of the flexibility they offer consumers in the way they use and purchase content. THQ Wireless will continue its collaboration with beamzone^TM and be the exclusive content provider for all future services."

About Blue Cell Networks

Blue Cell Networks is a leading vendor of location based mobile marketing services in Germany who combines international experiences with a strong partner network. With beamzone^TM the company provides a free of charge, quick and easy to use hotspot system which allows for the first time to send any kind of content (e.g. pictures, music, videos and programs) to mobile phones and PDAs. Blue Cell Networks offers full service, including counselling, conceptual design of mobile campaigns and content services such as production, content optimization, implementation and support. Among their clients are well-known companies such as Nokia, McDonalds, BMW or Volvo. For more information please visit www.beamzone.de.

About E-Plus

E-Plus is the third largest German provider of mobile telephone services. The company counts on profitable growth and is known for its outstanding market innovations. Besides mobile telephone services E-Plus acts as content partner for a multitude of interesting business models in the segment added value services to other enterprises. Mobile communication has become an integral part of everyday business. A great variety of tasks require flexible connections. The Wholesale division was set up specially to develop tailor-made services for mobile communications - ranging from localised information services to MMS services. With different wholesale business models E-Plus is able to give its partners the possibility to offer several services in the SMS, MMS, LBS and Voice Premium segment in its own name to E-Plus customers. The vision of E-Plus is to generate additional revenue streams through a strong wholesale business by leveraging existing and innovative assets through strong and trusted relationships with partners and wholesalers.

About July Systems

July Systems provides innovative technology solutions that enable mobile operators and content retailers to multiply revenues and profits by transforming the retailing of mobile content to reach the mass-market. July's integrated end-to-end mobile marketplace solutions and managed services are currently deployed across multiple operators and other customers across the US and Europe who reach over 220 million mobile consumers. Founded in 2001, July Systems is privately held, and has its headquarters in Santa Clara, CA, Global Product Center in Bangalore, India, and European offices in Germany, UK and Italy. For more information, visit www.julysystems.com.

About THQ Wireless

THQ Wireless^TM Inc., a subsidiary of THQ Inc. (NASDAQ: THQI), is a leading worldwide publisher and distributor of applications for mobile devices with an expansive catalog of licensed and original content including applications based on the WWETM, professional sports leagues, MotoGP, Worms^® and popular Nickelodeon properties. THQ Wireless has relationships with major wireless carriers, operators, device manufacturers and retailers worldwide. Further information can be found at www.thqwireless.com.

Blue Cell Networks Contact Information

Rainer Rother

Gesch^TMftsführer Blue Cell Networks Email: rainer.rother@blue-cell-networks.com

PR Contact Information

Peter Jordan

Jordan et al Kommunikationsmanagement

Tel: (+ 49) 089 954 772 92

E-Mail: presse@blue-cell-networks.com

E-Plus Contact Information

Denis Kliefken

Key Account Manager Business Concepts & Wholesale Services E-Plus

E-Mail: denis.kliefken@eplus.de