Emblaze Launches First Ever All-In-One EMplatform for the ultimate in Multimedia Management and Delivery

Business Wire, Feb 18, 2004

Business Editors/High-Tech Writers

RA'ANANA, Israel--(BUSINESS WIRE)--Feb. 18, 2004

Supporting MPEG4, Windows Media(TM) V9.0, Real Media(TM), H264,

BREW, Java J2ME and all image technologies operating with over 50

carriers worldwide

Emblaze Systems Ltd, an Emblaze Group company (LSE: BLZ) and a leading provider of mobile media solutions for wireless networks, today announced its expanded version 4.0 of the EMplatform(TM), a rich media management and delivery platform that supports any format on any network.

Emblaze Systems continues to provide its existing global customers such as Telstra, Wind, Optimus, Orange, M8, and others with the ability to reach as many subscribers as possible on any device. Emblaze Systems is currently servicing over 50 carriers worldwide either directly or through its partners, including Microsoft, Accenture, Ericsson, Nortel and is continuously expanding its customer base.

Being on a "neutral" ground, Emblaze is capable of supporting standards, such as MPEG4, as well as popular media players by Real Networks, Microsoft Windows Media and others, on devices with multimedia capability (ie Nokia, Ericsson, Motorola, Samsung, SPV) or any other device regardless of the type of media player installed.

"This is not about MPEG4, Real, or Microsoft. These are just formats", commented Itai Ben Dor, Managing Director of Emblaze Systems. "Subscribers and carriers don't really know or care what format is supported as long as the media services are of high quality and billable. Our solution goes way beyond this, providing the content management, quality management, bandwidth adaptation, billing and delivery for ANY format. This guarantees the three essential elements for carriers - best user experience, top quality and billing."

Ben Dor continued, "Video demos and video streaming are nice but these don't make money for carriers. A carrier may prefer MPEG4, Real Media, Microsoft or all of these formats for that matter, but this is only one element in the process of providing rich media services. The EMplatform(TM) not only encapsulates these technologies, it also supports the entire process for the creation of applications that users will pay for - sports alerts, personalized breaking news, Blogging, security applications, media albums, event-based notifications, video promotions of products.... We make it possible for the carrier to provide a chargeable service under any video or image technology provided by any vendor such as Real, Microsoft and others. We are the difference between simple demo capabilities and actual commercial services for mass markets. People don't pay for technology - they pay for applications."

The new EMplatform(TM) V4.0 supports multiple delivery technologies and formats, such as MPEG-4, 3GPP, Windows Media V9.0, Real Media, H264, BREW and Java J2ME, and Real Media(TM). The EMplatform(TM) provides a Telco-grade, highly scalable platform, designed with an open architecture to provide maximum compatibility with a wide range of networks, formats, delivery technologies and devices.

The EMplatform(TM) v. 4.0 offers a state-of-the-art Digital Asset Management System, as well as billing interfaces and authentication & authorization functionalities, for complete management and control over the video delivery process. Its open architecture enables third party vendors to effectively create revenue-generating services such as multi-player games, live reality shows, betting, gaming, security and more, all using EMplatform's extensive set of APIs.

The solution is network agnostic, capable of working on GSM/GPRS, EDGE, 1xCDMA, 3G UMTS, 3G WCDMA and others.

Emblaze Systems 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 as well as messaging and online audio/video capabilities, are just some of the revenue-generating services that wireless service providers can now offer. The Emblaze solution runs on all networks, including GSM/GPRS, EDGE, UMTS, CDMA, 1X, and EVDO, and is compatible with leading formats.

Notes to Editor

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