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July Systems Powers Mobile Campaign for Universal's Miami Vice in 4 continents

London, UK / Santa Clara, CA, Oct 11 2006 - July Systems, the premier provider of mobile content retailing solutions, announced it is supporting a mobile campaign for Universal Pictures' summer release Miami Vice in collaboration with Player X and Ericsson IPX. July has already rolled out the service in 17 territories on four continents. The service combines official movie content created by Player X in partnership with Universal Mobile Entertainment including teasers, wallpapers, ringtones, merchandise and the Miami Vice mobile game to give Miami Vice fans a place to have fun and interact with the brand and each other. The site is fully integrated into the movie marketing campaign covering outdoor and print advertising, PR and online marketing in territories within Europe, Asia, Australia and America Premium SMS billing and one-click WAP billing for the Miami Vice service was powered by Ericsson IPX.

July's mobile retailing solutions allow for fast creation and launch of mobile stores to sell mobile entertainment content direct to consumers. The stores offer smart merchandising options especially suited to the entertainment industry, including themed content bundles, pay-per-view, rentals and subscriptions, as well as personalized recommendations and pricing based on consumers' profiles and history. With July, customers get the global reach, creativity and sound mobile infrastructure, content management and DRM needed to rapidly roll out mobile marketing campaigns for multiple international film, music and other entertainment releases on a global scale. Customers can also leverage July as a bridge to mobile from traditional and new media channels, including TV, print, and digital channels such as WAP, Web, SMS and customizable on-device portals.

"With the Miami Vice service July has set a new benchmark for mobile movie campaigns, creating an integrated brand experience for consumers," said Geoff McGrath, Managing Director, July Systems (UK) Ltd.

About Miami Vice

The cocaine cowboys of the '80s are gone, but Miami's Casablanca allure, the undercover cops and the attitudes of Michael Mann's culturally influential television series have been enhanced by time in the feature film version of Miami Vice.

Ricardo Tubbs (Jamie Foxx) is urbane and dead smart. He lives with Bronx-born intel analyst Trudy, played by British actress Naomie Harris (28 Days Later, Pirates of the Caribbean II and III), as they work undercover transporting drug loads into South Florida to identify a group responsible for three murders.

Sonny Crockett (Colin Farrell) -is charismatic and flirtatious until-while undercover working with the supplier of the South Florida group-he gets romantically entangled with Isabella, the Chinese-Cuban wife of an arms and drugs trafficker. Isabella is played by the Chinese actress Gong Li (Raise the Red Lantern, Memoirs of a Geisha).

The intensity of this case pushes Crockett and Tubbs out onto the edge where identity and fabrication become blurred, where cop and player become one-especially for Crockett in his romance with Isabella and for Tubbs in the provocation of an assault on those he loves.

Miami Vice is written and directed by Michael Mann, who also produces along with Pieter Jan Brugge; Anthony Yerkovich serves as executive producer.

About July Systems

July Systems provides innovative mobile marketplace solutions that enable mobile operators and content retailers to multiply revenues and profits by transforming the marketing and retailing of mobile content to reach the mass-market in a personalized and targeted way. 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 300 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 and UK. For more information:

About Player X

Player X is a mobile media company that works with mobile video, TV and games. It has direct distribution deals with more than 80 global operators that offer our partners a potential audience reach of more than 1.6 billion people.

"We work with film, TV and web brands including American Dad, Pucca, Miami Vice and sports/live action/animation/infotainment video content. We have deals with Zone Media and Enteraction TV and have an in-house production house that can take any form of video content and encode it for mobile. We also co-finance mobile productions as part of our IP generation.

About Universal Mobile Entertainment

Universal Mobile Entertainment (UME) generates revenues and enhances brand awareness for NBC Universal's motion picture and television properties through licensing agreements with top-tier publishers. UME oversees the creation of high-quality mobile application services that include games, ringtones, wallpapers, MMS, SMS services and audiovisual services, and ensures ubiquitous distribution through mobile operators and portals worldwide. With offices in Los Angeles, London and Tokyo the team has been aggressive in the mobile content market since 2000 and currently has hundreds of mobile products that are available to consumers in every major territory of the world.

About NBC Universal

Formed in May 2004 through the combining of NBC and Vivendi Universal Entertainment, NBC Universal owns and operates a valuable portfolio of news and entertainment networks, a premier motion picture company, significant television production operations, a leading television stations group, and world-renowned theme parks. NBC Universal is 80% owned by General Electric and 20% owned by Vivendi.

About Ericsson IPX

Ericsson IPX is a non-branded, white-label service that comprises mobile billing and connectivity via SMS, MMS, Web and WAP. The premium service, IPX Payment, is available to more than 550 million mobile subscribers in 21 countries, and new markets are being added continuously. With the non-premium service, IPX Messaging, content providers can deliver to and receive SMS messages from mobile subscribers worldwide.

July Contact Information:

July Systems:

Srikanth Srinivasan

Director, Marketing Communications


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