July Systems Launches UK’s First Mobile Games Subscription Service ‘PlayOn!’ on Mob.TV

Subscription-Based Access Delivers Recurring Revenues, Plugs Revenue Leaks for Retailer, Content Provider

News by GamesIndustry International Contributor

Published on July 27, 2005

London, July 27 2005 - July Systems, an innovative technology solutions provider of smart mobile content retailing services, has launched the UK's first-ever mobile games subscription service 'PlayOn!' on the popular mobile portal Mob.TV. The PlayOn! service allows Vodafone, O2, Orange, T-Mobile, and Virgin Mobile users to subscribe for a low monthly price to get month-long, unlimited-play access to an entire catalog of mobile games. Users can also try all games in the catalog for free before deciding to subscribe to the service.

The PlayOn! service uses July's patent-pending 'wrapper' technology to smartly enforce access and usage of mobile games based on users' subscription validity, thereby plugging typical revenue leaks faced by content retailers. July retailing technology also tracks monthly subscription status and usage of games, allowing content providers to receive a recurring, usage-based share of content revenues.

"Subscription-based services are perfect for MonsterMob consumers who are looking to try new, exciting game titles every month, without having to purchase the games for unlimited use," said Carl Brennand, Head of MonsterMob's UK Operation. "July's smart mobile retailing technology solution allows us to deliver exactly this value proposition to consumers. We expect the PlayOn! service to deliver strong recurring revenues compared to regular game download services that offer limited flexibility to consumers in the way they can purchase and use mobile games."

"The PlayOn! service demonstrates how July's mobile content retailing technology can multiply mobile content revenues and profitability for our customers" said Dr. Wilhelm Bielert, Vice President EMEA Operation, July Systems "In addition, our low-cost, end-to-end managed service capabilities mean that live services are up and running within weeks with minimal integration requirements or investments by the mobile content retailer, in this case, MonsterMob."

The PlayOn! service is completely managed end-to-end by July Systems and is built entirely on July's mobile retailing infrastructure in UK. July manages content sourcing and selection, service design and testing, as well as delivery and support. July's mobile retailing infrastructure in UK supports billing on all leading mobile operators including Vodafone, O2, Orange, T-Mobile and Virgin Mobile, allowing July to quickly deploy different types of cross-operator, cross-content mobile services for new customers and partners in UK.

About MonsterMob

MonsterMob is the UK's best selling mobile content brand, with an unrivalled track record in SMS response generation. MonsterMob is now developing and delivering unique mobile content including video on demand, interactive communities, real-music tracks, high-res personalisable graphics and superior java games to provide effective differentiation for service providers, retailers and handset distributors.

Since the foundation of the company in June 2000, MonsterMob has handled over 20 million transactions, delivering products and services to more than 6 million consumers.

About July Systems

July Systems provides innovative technology solutions that enable mobile content retailers to multiply revenues and profits by transforming the retailing of mobile content to reach the mass-market. July Systems' turnkey solutions are delivered as low-cost, fast time-to-market, end-to-end managed services. Founded in July 2001, July Systems is privately held with investments by Charles River Ventures, NeoCarta Ventures, WestBridge Capital Partners, Acer Technology Ventures, Jumpstartup and Silicon Valley Bancshares. The company is headquartered in Santa Clara, CA, operates its Global Product Center in Bangalore, India, and has European offices in Germany, UK and Italy. For more information, visit www.julysystems.com.

UK July Contact Information

Hazel Thomson

July Systems Inc.

Email: hazel@julysystems.com

UK PR Agency Contact Information

Frazer Nash

Frazer Nash Communications Ltd

Tel: +44-1296 712522

Email: fnc@frazer-nash-communications.co.uk

US July Contact Information

Gigi Wang

Vice President, Marketing