StarHub, Mobileway Deliver Interaction For Digital Cable Subscribers

Following the tremendous success of Singapores first interactive channel, (HubTV as well as myAlert service launched in 2003), Mobileway and StarHub today announced their co-operation to provide StarHub CableTVs Digital Cable with the delivery of SMS-based service Chat, for Singapores first digital cable service rolled out officially on 29 May 2004. All mobile subscribers in Singapore can participate in Chat, while StarHub Mobile customers have the added option of sending MMS messages as well.

(PRWEB) June 8, 2004--Partnership Proves SMS Can Be a Good Marriage with TV. Singapore -- 4 June 2004: Following the tremendous success of Singapores first interactive channel, (HubTV as well as myAlert service launched in 2003), Mobileway and StarHub today announced their co-operation to provide StarHub CableTVs Digital Cable with the delivery of SMS-based service Chat, for Singapores first digital cable service rolled out officially on 29 May 2004. All mobile subscribers in Singapore can participate in Chat, while StarHub Mobile customers have the added option of sending MMS messages as well.

Subscribers of Digital Cable who are keen to participate in chat room discussions with like-minded individuals can now look forward to Chat. There are three chat rooms each centred on different themes to choose from - food, sports and TV programmes.

We are pleased to work with Mobileway, who provides the SMS interconnection to our customers using a consortium of local mobile networks," said Ms Sandie Lee, StarHubs Senior Vice President, Cable TV services. StarHub is constantly exploring ways to enrich our customers experience. We want to offer customers services that are relevant and suit their differing lifestyles. With the rollout of Digital Cable, our viewers can indulge in their favourite TV programmes while interacting with one another, or take part in polls and contests simultaneously."

Mobileway offers an unrivalled global messaging network achieved through contracted direct connections and bilateral commercial agreements with more than 150 of the Worlds leading mobile network operators. Being carrier agnostic, Mobileway provides StarHubs Digital Cable with a single point of access to true local coverage for all its cable TV subscribers across Singapore.

Mobile operators, TV stations and media companies are searching for methods to increase their revenues. Media owners like StarHub are also looking to find new ways to increase interaction with viewers and add an extra element of engagement," commented Matthew Talbot, Head of Asia, Full Service of Mobileway Asia Pacific. This 'marriage of SMS, MMS and TV programming is one of the latest success stories of media convergence. From its start as a simple add-on, SMS is now creating value of its own and becoming the focus around which original programming concepts are designed and developed. With applications tied to popular programming, such as that of 'American Idol, SMS TV is quickly leading the generation of entirely new television formats such as 'chat'. In some countries, teletext SMS channels are receiving more than of 100,000 messages per day. When translated into dollars and cents, mobile options have quickly emerged as important revenue sources for all components of the value chain - from broadcaster/production Company to Carriers/Service Providers."

To sign-up for StarHubs Digital Cable, simply visit www.starhub.com/cabletv for more information.

About Mobileway

Mobileway is the leading global provider of mobile content services. For more than 450 leading brands, Mobileway facilitates the delivery of content to consumers with wireless devices. This is achieved through a combination of advanced project management capabilities and a portfolio of innovative tools to develop creative, fun and revenue generating mobile entertainment and marketing campaigns.

Mobileway has unrivalled worldwide SMS and MMS reach to all (500+) network operators and the largest 'billing-on-behalf agreements for premium content including more than 150 direct connections essential in the delivery of time-critical interactive campaigns. This global network is supported by carrier-grade data centers in Paris, Silicon Valley and Singapore, 24/7/365 technical support and local commercial teams in the 12 Mobileway offices in Hamburg, Hong Kong, Kuala Lumpur, London, Madrid, Milan, New York, Paris, San Francisco, Singapore, Sydney and Taipei. This comprehensive network capability also ideally positions the company to handle interconnect traffic on behalf of wireless network operators for both SMS and MMS services anywhere in the World.

Mobileway is funded by 3i, Citigroup, InvestCorp, Mayfield, Nexit Ventures, Vertex Management, Capital Technologies CDQ Inc, and Intel Capital Corporation, among others. For more information visit www.mobileway.com.

For further information on Mobileway, please contact:

Jean Loh

Senior Marketing Manager

Mobileway Asia Pacific

Tel: +65 6477 1964

Jean.loh@mobileway.com

Jann Yip

Asian Publicis

Tel: +65 6455 2812

Mobile: +65 9651 2844

Jann@asianpublicis.com

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