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Nice, France May 22, 2006 – MobiMate Ltd. announced today its co-operation with Amobee Inc. to create a free version of WorldMate®, MobiMate's best selling application, incorporating mobile advertising provided by Amobee Media System technology. WorldMate Free Edition was demonstrated at the Mobile Application Summit, hosted by Nokia. It will initially support Nokia S60 devices and will be distributed online, for free, to millions of S60-based Nokia device users. WorldMate Free Edition will include a bundle of travel services including world clocks, weather forecasts, currency exchange rates and more. The application will include advertising in the form of "interstitials" shown during idle-time, for instance when the application is first loaded or when data updates occur. These ads will also enable users to respond immediately to advertisers' messages, for instance by browsing to an advertiser's WAP-site or by placing a call to its service line. Advertisements are served on-line using Amobee Media System technology and are rotated over time, just like banners or interstitials in a web-site. “The mobile content industry needs a better business model", states Nadav Gur, MobiMate's CEO. "The Internet has taught end users to expect most content for free – courtesy of advertisers. By adopting similar business models we will be able to increase the reach and use of mobile services. Amobee provides us with the technology and eco-system that facilitate this. In the next 18 months, WorldMate is expected to reach over 10 million users, most of them business professionals. This provides advertisers with an extremely valuable medium for their messages." “We are pleased to provide MobiMate with a new way to ad-fund its world class application and provide mobile business users with an opportunity to get more value and pay less" said Zohar Levkovitz, CEO of Amobee. "By launching an ad-funded service, MobiMate is establishing itself as a key pioneer in the mobile industry.” For more information regarding WorldMate Free Edition, see http://www.mobimate.com/free . About WorldMate WorldMate® is the world's leading mobile travel and itinerary management service, providing subscribers with a host of services for travel planning, travel execution and travel reporting. Mobile services range from weather and currency information to flight schedules and real-time flight status. Utilities include travel expense reporting, itinerary planning and exchange, currency conversion, calculators, world clocks and much more. The WorldMate product line is available on nine (9) platforms including Java, BlackBerry®, Palm OS®, Microsoft Windows Mobile for Pocket PC, Palm and Smartphone, Symbian UIQ, Series 60, Series 80 and 90 Communicators and Desktop PC. It is the only mobile application worldwide to have been a top-10 best seller on more than 5 platforms to date. WorldMate® is the six time recipient of the Handango Champion award in the several categories, and has received countless wireless developer accolades and endorsements from Nokia, Palm, Sony Ericsson and Symbian, as well as awards from industry specific eZines such as PC Magazine, ZDNet, PocketPC Magazine, Geek.com and others. For more information about WorldMate®, please visit http://www.mobimate.com . About MobiMate Ltd. MobiMate is the clear leader in the mobile travel-related services category with WorldMate – the leading mobile travel service. MobiMate's unique approach to the Mobile Internet sees the product as a combination of clever, attractive and user-friendly software, valuable content and services from recognized sources, and an on-line service delivering this content to the end-user's device. This approach has brought WorldMate to the esteemed position it now occupies – a best seller over multiple mobile device platforms. MobiMate's leadership in this space has been recognized by leading handset who bundle MobiMate products with their devices, including Nokia, Sony-Ericsson, Hewlett Packard and others. MobiMate's content partners include The Weather Channel Interactive Inc, OAG Interactive and other notable travel-related companies. MobiMate and WorldMate are registered trademarks of MobiMate, Ltd; Nokia and S60 are registered trademark of Nokia Corp.; All other trade names and trademarks are the property of their respective holders. For more info please contact: advertising@mobimate.com
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