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NMS Communications Introduces Mobile Place, the New Way to Market and Deliver Profitable Mobile Entertainment and Content Services

NMS Communications Introduces Mobile Place™, the New Way to Market and Deliver Profitable Mobile Entertainment and Content Services. Building on Success of MyCaller™ Ringback Solution, Company Unveils Customer Content Relationship Management Software and Additional Applications

 
Framingham, MA, US -- January 18, 2005  - Mobile operators now have a vehicle for simplifying and enriching the user experience, driving broad uptake of personalised mobile entertainment and other content services by their subscribers. NMS Communications (NASDAQ: NMSS) today introduced Mobile Place, a single framework that combines multiple applications with a powerful, complete subscriber and content management system designed to maximise revenue opportunities. Building on the industry leadership achieved through its highly successful MyCaller offering, with Mobile Place NMS has given mobile operators – and their system integration and application partners — a strategic roadmap for rapid, targeted rollout and management of new services and content.

Built around the most important element in the communications industry — the subscriber — Mobile Place eliminates the all-too-common "silo" approach to the marketing and delivery of mobile services like ringback, mobile video, picture mail and other entertainment and information applications. Today, in order to use multiple available applications like picture mail, ringtones, and ringback, subscribers are challenged with different access and provisioning methods — and diverse billing schemes. The subscriber who wants to access the same music clip for both ringtone and ringback applications, for example, is not likely to want to self-provision (and possibly pay for) the content twice, thus costing the operator a revenue opportunity.

NMS' unique customer and content relationship management software (CCRM™), the backbone of the Mobile Place offering, enables operators to leverage their mobile entertainment content and service delivery platforms in a synergistic manner to deliver a more satisfying experience to their subscribers. NMS' CCRM works with operators' existing applications or applications from other vendors. A suite of applications, including MyCaller, the market-leading ringback application, is also part of the Mobile Place framework, with other music and content services to follow. Similarly, the CCRM can leverage service delivery platforms from a variety of suppliers, as well as NMS' video delivery system, Vision Portal, which the Company unveiled today in a separate announcement of a new family of video systems.

Mary Ann O'Loughlin, President, Ovum, North America says, "As more advanced mobile services are brought to market, operators need to design, provision and service a growing variety of messaging, entertainment and content services across different delivery platforms. These must be flexible enough to be delivered in a variety of formats depending on user preferences. Delivering and tailoring this plethora of available services is a major challenge and is also the main barrier to new revenue growth. New services must be easy to use, personalised and innovative. To deliver these, a new approach to integration is required."

For mobile operators, CCRM addresses both subscriber needs and operator challenges in deploying and marketing multiple and diverse content services. The Mobile Place CCRM includes storage centres on the operator's network that let subscribers save and retrieve all of their mobile content — including subscriber-provided content — again and again, for the same or different devices and applications. The CCRM also keeps track of the individual subscriber's profile, preferences, filters and activity, simplifying setup and use for the subscriber across multiple applications and devices.

Other CCRM components are also planned, including an opt-in module that allows operators to offer content bundles and promotions of interest to highly specific subscriber segments based on their preferences and transaction history, and tools for operators to launch either broad or highly segmented content marketing campaigns to drive increased subscriber use and build loyalty.

The Mobile Place framework also includes a suite of exciting new applications, some of which will come from NMS and others from partners. In addition to MyCaller, operators will be able to offer their subscribers music-on-demand or downloadable music streams and clips for phones and other devices, video streaming and downloads, and the ability to personalise or synchronise services based on callers and preferences.

"Through strategic planning and with adoption of the CCRM model, operators will finally give consumers pricing they can understand, easy access to content, and the ability to self-provision and change their services on their own terms," said Bob Schechter, CEO of NMS Communications. "With this reality, there will be no limit to the ways subscribers use their mobile devices to access entertainment and other content applications. And with the ability to target subscriber segments and track behaviour and preferences, a whole array of revenue opportunities will open up for operators."

About NMS Communications

NMS Communications (NASDAQ: NMSS) is a leading provider of technologies and solutions for mobile applications and infrastructure. Visit www.nmscommunications.com for more information.