Mobile Posse Named an "Emerging Mobile Player to Watch in 2008" by Leading Research Firm

Mobile Posse chosen as one of the ten most promising companies in mobile sector

February 6, 2008 (McLean, VA) – International Data Corporation (IDC) has named Mobile Posse as one of ten “Emerging Mobile Players to Watch in 2008.” The full release and report by IDC may be found on www.idc.com. This announcement follows a highly successful year of development for Mobile Posse. In 2007, the company completed the first carrier trial of its idle screen content and advertising solution, achieved commercial implementation with a leading regional carrier, and initiated trials with multiple top-tier carriers. Mobile Posse also secured several technology and telecommunications industry leaders as investors and advisors including Jack Davies, Ted Leonsis, Nigel Morris, and Michael K. Powell. The company raised $10 million in series B equity financing this past December.

According to IDC’s report, the idle screen insertion solution used by Mobile Posse will “likely prove particularly compelling to mobile users, brands, and mobile operators because it is unobtrusive and creates value for mobile users, mobile operators, and brand advertisers.”*

IDC noted that one of the key challenges in mobile advertising is “to create an advertising experience that is not only relevant to individual users, but that is considered a value add to customers rather than an intrusion into personal communications and content experiences.”* The research firm highlighted Mobile Posse’s approach to this challenge, which “focuses on delivering content in which the consumer has an expressed interest,”* and is unobtrusive because the content may be “viewed by mobile users at their leisure, when they are otherwise not using their handset for communications and entertainment purposes.”*

With respect to the medium of mobile advertising, IDC expressed the belief that it is “central to the continued health and growth of the mobile content and entertainment space.”* The firm proceeded to state that in order to overcome the mobile user market’s reluctance to pay for mobile content and entertainment due to the availability free or cheaper alternatives on the Internet, mobile advertising could play an important role in reducing the cost of access for consumers and fostering growth in the mobile industry.

Mobile Posse is the first company to commercially introduce idle screen content and advertising on a US carrier. Its solution provides the most effective mode of delivery to date for mobile content and promotional offers that enables customers to receive the information at various intervals when their phones are idle and being viewed. By facilitating a personalized and targeted connection with consumers, Mobile Posse has been able to achieve an unprecedented average engagement rate of over 50%. Mobile Posse allows marketers to radically enhance reach and conversion rates in a convenient, cost-effective, and easily quantifiable manner, while delivering daily savings and a positive user experience to consumers.

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*IDC, Ten Emerging Mobile Players to Watch in 2008, Doc #210553, Feb 2008.

Mobile Posse, Inc. is a privately-held mobile advertising solution provider based in McLean, VA. Using proprietary patents-pending software, Mobile Posse allows marketers to radically enhance reach and conversion rates in a convenient and cost-effective manner while strengthening relationships with the consumer and carriers. Mobile Posse is the first company to rollout and deliver idle screen insertion advertisements in partnership with a U.S. carrier. For more information, please visit www.mobileposse.com.