RTLS Event Solution Fish Software and Ubisense Deliver immersive Experience Solutions for the Trade Show and Event Space Based on Precise Real-Time Location

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Bringing a new insight to Real Time Tracking using Ubisense and supporting the U.S. Army. The Virtual Army Experience features the Fish software and Ubisense - event solution.

Ubisense and Fish Software announce a strategic partnership for development, distribution and support of the Ubisense RTLS (Real Time Location Solution) in the trade show and event industry. Fish has pioneered the use of RTLS as a marketing and measurement tool and has been delivering unique attendee tracking and measurement solutions to the event space for the past three years. Under this agreement, Fish will become the exclusive reseller of the Ubisense UWB (Ultra Wideband) location tracking system for the event attendee tracking and measurement marketplace in North America.

Fish has been working with Ubisense to deliver numerous attendee tracking solutions for both private shows and U.S. Army Recruiting events. According to Fish's President, Michael Gilvar, this enhanced partnership will empower Fish to target larger events including business-to-business and consumer oriented venues. "Ubisense has the most flexible platform available which allows us to dynamically configure the behaviour of the tags to accommodate the variable needs of our clients," says Gilvar, adding that "this flexibility will allow us to support a wide range of events from small to mega-shows with 100,000 plus attendees."

Jay Cadman, Vice President Sales for North America, is excited about the potential this partnership represents. "Matching the Ubisense advanced RTLS Technology with Fish's experience in applying this technology to the event space will deliver new solutions that quantifiably change the way companies market and measure results at trade shows," comments Mr. Cadman.

"The ability to fully understand what is happening in an event environment, including exact times of engagements between products and people, is very compelling," stated Cadman, adding that "Fish's attendee-centric approach ensures that attendees receive equal benefits from wearing the tag and will help make their approach ubiquitous in the future."

Fish and Ubisense have used the technology to deliver an "Immersive Media" application for the U.S. Army's Virtual Army Experience. The Virtual Army Experience (VAE) provides participants with a virtual test drive of the Army. The core of the 19,500 square-foot VAE is the America's Army: Virtual Army Experience computer game, rendered with state-of-the-art Army training simulation technology to create a life-size, networked virtual world. The VAE highlights key Soldier occupations, Army technologies, operating environments and missions, within an action-packed, information-rich experience that immerses visitors in the world of Soldiering. Participants employ teamwork, rules of engagement, leadership and high-tech equipment as they take part in a virtual mission. After attendees register for the experience, and answer a series of questions to share their career goals and interests, they are assigned a Ubisense tag that tracks their movement in three dimensional space. The Fish system is then able to both infer interests based on where the attendees spend most of their time in the exhibit and deliver relevant messages about the Army that align with their interests and goals. "This is one of the first examples of face-to-face marketing empowered by RFID to deliver targeted messages and refine consumer profiles," says Gilvar. "This technology will change expectations in terms of what is possible both in terms of message and measurement."

About Ubisense
Ubisense is the market leading vendor of precise RTLS (Real-time Location Systems) based on Ultra-Wideband (UWB) technology. The company delivers complete solutions based on a highly scalable and reliable real-time location platform that is being deployed in mission critical applications around the world. http://www.ubisense.net

About Fish
Measurement Solutions that empower marketers and focus sales resources. Fish develops data capture, data management and attendee tracking solutions for private events, trade shows and event marketers. Their mission is to provide decision-makers with solutions that collect and deliver actionable data that increase return on marketing investments and target sales efforts to increase profit. Fish is located in Carrollton, TX
http://www.fishsoftware.com

About America's Army
Launched on July 4th 2002, America's Army is an innovative PC action game that provides young adults with an inside perspective and a virtual role in today's high-tech Army. Through the America's Army game, players take a virtual "test drive" of Soldiering in the U.S. Army from basic training to the battlefield in the Global War on Terrorism.

With users having invested over 211 million hours virtually exploring the Army from Basic Training to operations in the War on Terrorism, America's Army ranks among the top ten online PC action games played worldwide. The game provides a unique, interactive experience allowing players to gain a perspective into Army occupations and values by assuming virtual roles as U.S. Army Soldiers. Players navigate through challenges real Soldiers confront. As they dominate these challenges, they expand opportunities for advancement and development in roles from Special Forces to combat medic.

Since July 2002 the Army has released 24 major updates to its America's Army game for the PC. These releases, which are available at http://www.americasarmy.com, feature new technologies, missions, Army units and occupations. The most recent updates are part of the America's Army: Special Forces (Overmatch) series that focuses on the central role Special Forces play in the Global War on Terrorism and highlights technologies that provide small U.S. Army units with the ability to overmatch much larger enemy forces. The America's Army game also features the America's Army Real Heroes program that offers a glimpse into the accomplishments of Soldiers who have distinguished themselves in combat and earned citations for bravery and valor.

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Casey Laine
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