Celljump Launches Innovative Distribution Solution for Mobile Entertainment and Applications

Celljump will officially launch the MCP at the Mobile Content World Fair (www.mobilecontentworld.biz) in London this month.

The MCP (Mobile Content Provision) is a revolutionary product that delivers mobile content directly to the user without connecting to a server. This enables consumers to buy ring tones, games, logos or any other software or application for their mobiles in any store. The MCP also removes the risk of fraud when transferring mobile content .

"Our MCP is revolutionizing the way you can access mobile content ," says Mr. Oivind Horpestad, CEO of Celljump Ltd. "We are very happy and proud to be able to present our MCP, to be loaded with mobile entertainment or software applications, which in turn will be downloaded directly from the MCP to your cell phone."

The market for traditional mobile entertainment, such as games, ring tones and graphics has exploded in recent years. In 2004, the revenues generated from mobile entertainment reached over U.S. $5 billion. According to EMarketer.com and Statsmine.com this figure is expected to grow to U.S. $15 billion in 2005 and to U.S. $27 billion in 2007.

Many consumers are also experiencing problems with the increasingly offered subscription services, content not being received at all, or still being received even after the consumer has cancelled the service. The charges incurred during such subscriptions not being cancelled may be quite substantial, difficult if not impossible to get refunded and above all be the source of constant irritation for the end user. This is a type of fraud that is increasing at approximately the same rate as the revenues from the mobile entertainment market.

Mobile entertainment users are in this way defrauded several millions each year in total.

"It's plug and play," Horpestad says. "In other words, you don't need to connect to a server to download mobile entertainment and you do not need to send text messages. No risks, no additional or hidden operator costs. Also, our MCP gives traditional distributors and retailers the opportunity to gain market share in one of the worlds fastest growing markets."

Horpestad counts on the first products being available in traditional stores this autumn. Among them will be series within games, sports, multi-player board games, ring tones and education.

Patents are secured worldwide for the MCP. The company sees an enormous market potential in the entertainment business but is also actively pursuing other markets, such as the up-and-coming cell phone anti-virus market, which EMarketer.com projects to reach U.S. $12.7 billion by the end of 2007.

IBM recently stated that it views viruses as the greatest threat to the market. In an age where the cell phone is becoming more and more integrated toward interactive services, the danger of a virus infection, and the potential damage it may cause, increases.

"Our MCP will make an excellent provision method for anti-virus software for cell phones," Horpestad says.

About Celljump Ltd.:

Celljump Ltd. is a U.K.-based company that has been developing and manufacturing products for the direct transfer of content, software and applications for cell phone since 2001.

The company's vision is:

* To establish cell jump technology as a major medium in the mobile content and software market.

* To generate alternative delivery channels and improved visibility for existing software providers for handheld devices, for instance anti-virus providers, who at present rely on websites, paper advertising, web downloads, WAP technology and traditional CD-ROMs for marketing and distribution of their products.

* To provide innovative solutions to mobile communication, information and application services through developing the existing technology platform and partnering with established players in the abovementioned marketplace, offering its partners improved flexibility and versatility.

For further information or pictures regarding the company, the MCP (Mobile Content Provision) and other related products please visit www.celljump.net

CONTACTS:
Oivind Horpestad, CEO, +45 21601069
Alan Aastorp, Controller, +45 20253091

Source for market statistics:    a range of statistics from www.statsmine.com and www.emarketer.com

Celljump Launches Innovative Distribution Solution for Mobile Entertainment and Applications

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Celljump Launches Innovative Distribution Solution for Mobile Entertainment and Applications

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