MTN Partners With IMImobile in a Major Deal to Bring Mobile and Online
Content to 103 Million Users

JOHANNESBURG , Oct. 1 /CNW/ - Millions of mobile and online content users across Africa and the Middle East will reap the benefits of a landmark tie-up between MTN and IMImobile - an India-based software and managed services provider linked to 350 content providers worldwide.

The two companies have teamed up in a bold move to address the growing demand for content in emerging markets. This strategic partnership will entail providing MTN's 21 markets access to a repository of current and globally popular content through enhanced delivery platforms. Content categories will include music (with local and international flavour), sports, games, entertainment, news and much more.

It will also enable MTN to launch new income-generating voice and data services across its global footprint, with revenues from mobile content and services estimated at around US$150.2 billion in 2011, up from US$89,3 billion in 2006, worldwide.

One of MTN's new content streams will be the 2010 FIFA World Cup(TM) of which the mobile operator has exclusive global mobile content rights. Accordingly, MTN will leverage its IMImobile partnership to deliver exclusive 2010 FIFA World Cup(TM) content on subscribers' handsets, including soccer match news, fixtures, match results as well as team and group profiles.

The appointment of IMImobile as a strategic managed services and hosting partner follows an extensive review of MTN's mobile content and media services landscape across its global footprint.

MTN is now aligning its mobile content and media services strategy across its 21 markets in Africa and the Middle East to standardize and enhance its media content offerings to its subscribers.

MTN also wants to capitalize on the rapidly converging data content and voice market, with Africa , the Middle East and Latin America poised to witness the highest growth in revenue as additional mobile data services are being deployed in these regions.

Nozipho January-Bardill, MTN Group Corporate Affairs Executive, says IMImobile was selected from a group of major global telecom software and service providers because of the scalability of its technology platforms and proven managed services business model.

"IMImobile's value proposition and technology solutions will enable MTN to reduce the time-to-market for new services, boost Average Revenue Per User (ARPU) and keep MTN at the forefront of innovative services.

"We have found a partner in IMImobile that has the insight and expertise of the appropriate managed service business model and technology solution necessary to continue to deliver premium content and services to our customers," said January-Bardill.

MTN has already introduced a number of exciting products and services on its portal and on www.mtnfootball.com during the FIFA Confederations Cup in June this year. This content is currently being archived to allow football fans to re-live the moment long after the games.

IMI mobile will deploy its Service Delivery Platform (SDP), including its industry leading DaVinci Content Management System (CMS). The content strategy includes tailoring content for local consumer preferences, including French and Arabic as well as exploiting MTN's sponsorship of the 2010 FIFA World Cup(TM) through http://www.mtnfootball.com.

Vishwanath Alluri, Founder and CEO of IMImobile said: "This is a major commercial milestone for IMImobile as we continue to build our offering to support leading operators worldwide. To be chosen by MTN as their strategic partner ahead of a strong list of competitors is testament to our unique service which is based on industry leading technology platforms, content management expertise, a managed services and SaaS business model combined with 24/7 technical support and strict SLA compliance. We are excited by the opportunity and are looking forward to helping MTN achieve its objectives of creating substantial additional revenue streams."

Issued by MTN Group Corporate Affairs

ABOUT THE MTN GROUP

Launched in 1994, the MTN Group is a multinational telecommunications group, operating in 21 countries in Africa , Asia and the Middle East . The MTN Group is listed on the JSE Securities Exchange in South Africa under the share code: "MTN". As at 30 June 2009 , MTN recorded 103,2 million subscribers across its operations in Afghanistan , Benin , Botswana , Cameroon , Cote d'Ivoire , Cyprus , Ghana , Guinea Bissau , Guinea Republic, Iran , Liberia , Nigeria , Republic of Congo ( Congo Brazzaville ), Rwanda , South Africa , Sudan , Swaziland , Syria , Uganda , Yemen and Zambia . The MTN Group is a global sponsor of the 2010 FIFA World Cup South Africa (TM) and has exclusive mobile content rights for Africa and the Middle East . Visit http://www.mtn.com and http://www.mtnfootball.com.

ABOUT IMImobile

IMImobile is a leading provider of converged mobile and online technology platforms and content services to mobile operators and media companies around the world. The IMImobile product portfolio includes a core service delivery platform (DaVinci SDP), mobile advertising platform (Ad-Ring(TM)), carrier grade messaging platforms and gateways, applications for data services, full track music download services and voice platforms. Customers include leading operators and media companies such as Airtel, Vodafone, Virgin Mobile, Google, Reuters and Yahoo!. IMImobile is a profitable fast growing company with operations in 40 countries and offices in Asia, Europe , Latin America and the Middle East . For more information, visit http://www.imimobile.com

Note to Editors:

The 16 countries IMImobile will be deploying its full CMS across are: Botswana , Cote d'Ivoire , Republic of Congo (Congo-Brazzaville), Rwanda , South Africa , Swaziland , Uganda , Zambia , Benin , Guinea Bissau , Guinea Republic Conakry , Liberia , Afghanistan , Syria , Cyprus and Yemen .

IMImobile will directly connect its central platform in London to the existing CMS platforms of the following 5 countries: Nigeria , Ghana , Cameroon , Iran and Sudan

For further information: IMImobile contacts: Eleanor Filgate or K Simon at Babel PR, T. [phone], M. [phone], E. [email protected], W. http://www.babelpr.com; MTN Group contacts: Maphamola Lebelo, MTN Group Communications, Mobile: [phone], Email: [email protected]