PlayPhone Simplifies Purchasing Process

Mobile Entertainment Consumers have been given the ability to quickly purchase and download the hottest ringtones, mobile games, wallpapers and more, with ease now that PlayPhone, Inc. ( www.playphone.com ), which operates the largest network of mobile content destinations in North America, has added WAP billing services provided by Ericsson IPX.

With WAP Billing, a subscriber simply clicks on a link, agrees to purchase and downloads mobile entertainment content to complete the transaction without ever having to send or receive a text message. Because it is simple, user friendly and safe, this purchase process is highly popular in the U.K. and has gained a good deal of traction over the past 2 years. As a result, Ericsson IPX has launched WAP billing on select Tier 1 U.S. operators. This new payment method improves the overall user experience for mobile subscribers and Ericsson IPX is working to expand this offering across additional U.S. operators in the coming months.

"We realize that there are many considerations customers take into account when choosing to purchase mobile content," said Ron Czerny, founder and chief executive officer at PlayPhone. "Giving them the power to securely purchase and download content effortlessly is the reason we chose to put this service into action, and Ericsson IPX ensures that we have the best available."

Ericsson IPX is a non-branded service that provides mobile billing and connectivity for content via SMS, MMS, WEB and WAP, through one single interface. It will be integrated into PlayPhone's current WAP destination and offerings that are accessible through mobile phones at http://m.playhone.com .

"WAP billing has been gaining interest in the U.S. with mobile operators, content providers and mobile subscribers alike," added Scott Nichols, director - Ericsson IPX, North America. "Having PlayPhone as a premier content provider using our WAP billing solution puts them in a strong competitive position and should increase the overall service adoption in the U.S. market. Ericsson IPX is excited to work with PlayPhone in the U.S., but also in the 15 other markets where WAP billing is available."

PlayPhone offers expanded distribution for top-tier content partners, which, in North America, currently include SONY BMG, EMI Group, Cartoon Network, SEGA, Bandai, Disney, Glu Mobile, Konami, Vivendi Universal, Sony Pictures Entertainment, ABC Television, Platinum Studios and many more.

PlayPhone gives consumers access to a new and exclusive media catalog spanning audio, video and gaming content from leading music labels and artists, game publishers and media companies. In addition to operating its consumer facing mobile destination at PlayPhone.com in both English and Spanish, it also powers mobile content destinations for entertainment and retail brands including Wal-Mart, ABC Television, Cartoon Network, Adult Swim, Sega, Real Networks, iPlay and many more.

About Ericsson IPX

Ericsson IPX is a leading global aggregator in the mobile space. The IPX Mobile Payment service provides access to delivery and charging, via SMS, MMS, WEB and Online Mobile Billing, to more than TWO billion mobile subscribers across networks in 25 countries. With IPX Messaging services, customers can reach 96% of all mobile subscribers worldwide with SMS. IPX customers are companies who offer digital content, mobile voting & directory information -- and enterprises offering mobile marketing, communities and banking. IPX Operator Payment & Connection Services (OPCS) offer outsourcing management to mobile network operators. These services manage technical and contractual relations with mobile content and services suppliers or aggregators. Read more at: http://www.ericsson.com/solutions/ipx/

About PlayPhone, Inc.

PlayPhone ( www.playphone.com ) is a leading global mobile media company present in 20 countries throughout North America, Europe, Asia and Latin America that provides cutting edge personalization and entertainment content in English and Spanish to mobile consumers anytime, anywhere. PlayPhone founded the direct-to-consumer mobile media distribution standard in 2003 and continues to establish new means for delivering wireless entertainment. PlayPhone is based in San Jose, Calif. and is funded by top venture firms Menlo Ventures, Cardinal Venture Capital and Scale Venture Partners.

Media Contacts: Hugo Reyes PlayPhone, Inc. 408.261.6200 xt.274 Email Contact Krys Grondorf 562.421.1842 Email Contact Kathy Egan VP Communications Ericsson Inc. 212.843.8422 Email Contact Scott Nichols Director - IPX North America Ericsson Inc. 972.0583.2621 Email Contact