Telstra Selects Emblaze Systems for Commercial Pilot of Mobile Video and Audio Services in Australia

Business Wire, Oct 13, 2003

Business Editors/High-Tech Writers

RA'ANANA, Israel--(BUSINESS WIRE)--Oct. 13, 2003

Emblaze Systems, an Emblaze Group company (LSE: BLZ) and a leading provider of mobile media solutions for wireless networks, today announced that it has been chosen as the provider of mobile video and audio services by Telstra, Australia's largest telecommunications company with over six million mobile subscribers.

Telstra is the Official Worldwide Telecommunications Partner for Rugby World Cup 2003 and for the first time Telstra's mobile customers with Nokia 3650 handsets preloaded with historical video clips, will be able to enjoy rich video experiences of downloaded match highlights, scores, updates and player interviews.

Using the Emblaze EMplatform(TM). Telstra's customers will be able to browse video clips through a visually appealing, icon based menu, integrated with Telstra's branded content framework where thumbnail images make video selections easy. Subscribers will be able to download Rugby World Cup score updates and games highlights to a selected numbers of mobile phones.

A unique feature is Emblaze's ability to provide end-to-end solutions for CDMA 1X as well as GPRS multimedia enabled devices with various notification techniques.

Emblaze provides a customized, media centric, end-to-end solution for wireless multimedia, enabling wireless operators to create, manage and deliver rich media services and offer a personalized communications experience to their wireless subscribers. On demand news, weather and sports services as well as messaging and online audio/video capabilities enable wireless service providers to generate new forms of revenue from their subscriber base. The Emblaze solution runs on all networks, including GSM/GPRS, EDGE, UMTS, CDMA, 1X, and EVDO. It is also compatible with all leading formats, such as MPEG4 & Windows Media.

Ms Lynda O'Grady Chief of Products of Telstra Technology, Innovations and Products, said: "Emblaze were chosen as a technology partner as they offered high quality end-to-end solution to ensure delivery of the best user experience in time for Rugby World Cup. Importantly, Emblaze's solution would provide us with a flexible and innovative multimedia solution optimised to Telstra's environment."

Itai Ben-Dor, Managing Director of Emblaze Systems, said: This service offering is unique in that we have the capability to provide a multi-format solution for Telstra's BREW CMDA & GPRS network. We are well known for providing a customized service to our clients and to work closely with them to ensure delivery of the best user experience to their subscribers. We are delighted to work with Telstra and hope to announce more successes in the near future."

Notes to Editor

About Telstra Corporation Limited

Telstra is Australia's leading telecommunications carrier and a world-class fully integrated, full service provider across wireline, ADSL, HFC, satellite and digital wireless networks and platforms. Telstra has more than 10 million household, business and wholesale customers. Telstra's BigPond(TM) is Australia's leading ISP. Telstra has the most highly accessed family of Internet portals and sites and provides entertainment and multimedia content over its broadband network and through its Pay-TV joint venture, FOXTEL.

Telstra owns and operates one of the most technologically advanced networks, offering end-to-end solutions ranging from broadband, IP, mobile and intelligent network services, to voice and data network hubs, call centres, and advanced multimedia and e-commerce applications. It has business operations in the Asia-Pacific region, North America, the UK and Europe.

About Emblaze Systems

Emblaze Systems, established in 1994 and part of the Emblaze group of companies, is a leading provider of customized, media centric, end-to-end solutions for wireless multimedia. The Emblaze solution comprises a suite of products and professional services supporting the entire process of creating, managing and delivering mobile rich media services.

The Emblaze solution is compliant with 3GPP, 3GPP2, MPEG-4 and other globally recognized standards on interoperability. Emblaze continues to play a key role in setting industry standards, as a founding and active member of leading organizations including 3GPP, OMA and the PSS Activity Group within IMTC.

The company went public in 1996 and is traded on the London Stock Exchange (BLZ).

www.emblaze.com

About The Emblaze Group (Emblaze Ltd.)

Emblaze Ltd consists of four companies sharing a common vision to lead the market transformation to rich media personal communication.

Emblaze Systems, a leading provider of media centric end-to-end solutions for wireless multimedia; AlphaCell a wireless rich media smart phone design house; Orca Interactive, a global market leader in the development of highly scalable solutions for commercial iTV services; and Emblaze Semiconductor, specializing in highly integrated digital multimedia chips for telecommunication, consumer and security markets.