WIND MOBILE AND MYSCREEN TO OFFER A FIRST FOR CANADIAN WIRELESS USERS AND
ADVERTISERS: REAL VALUE MOBILE ADVERTISING

WIND subscribers can receive rewards, discounts and potentially products by opting in to MyScreen's innovative mobile advertising services

TORONTO, Dec. 21 /CNW/ - Talk, text, tweet and now… earn!  WIND Mobile customers will have the ability to do something no other wireless users in Canada can do:  earn rewards, discounts and even products by opting in to check out mobile ads. 

WIND Mobile today announced their partnership with MyScreen Mobile Inc. (MyScreen), which will give WIND Mobile customers the unique opportunity to receive rewards and discounts by opting into WIND Mobile's newmobile advertising launched today in a pilot mode and will be progressively extended to all users during the course of Q1 2011.

"WIND Mobile is happy to be partnering with MyScreen to provide our customers with an incredible new way to add even more value to their wireless services," said Ken Campbell, CEO of WIND Mobile. "We truly are creating an entirely new user experience that is another example of WIND's efforts to bring innovation to wireless in Canada."

WIND Mobile customers who opt in will accumulate rewards for every ad they view on their phone, which can then be redeemed for various offers, products and services. MyScreen's technology differs from the other mobile advertising vehicles in the following ways:

• Full-screen, visually engaging graphics that convey the advertisers' brand image
  
  
• Delivered in a non-shared advertising environment that delivers brand exclusivity. MyScreen ads are deployed at the end of every call and offer better visibility than SMS texts or banner ads
  
  
• Designed to enable consumers to respond directly to the ads with MyScreen's proprietary "ad value hot keys" functionality. MyScreen ads have generated click thru rates (CTR's) that exceeded 20 percent
  
  
• Individually targeted to match each subscriber's self-created profile, making the ads highly relevant to their unique interests and lifestyles
  
  
• Incentive-based, with subscribers accumulating reward points for every ad they view on their phones

Moreover, MyScreen's mobile advertising solution is designed to integrate seamlessly without interrupting users' regular call behaviors. Subscribers choose the type of content and ads they receive from categories such as sports, entertainment, lifestyle and health. Advertisers can use MyScreen's unique "ad value hot keys" to raise brand awareness, launch products and services, promote special offers, generate traffic to retail locations, improve customer loyalty and drive sales.

"MyScreen's patent pending mobile advertising solution is a totally unique media opportunity for advertisers who will be able to deliver targeted ads in a method that has true value to the consumer," said Mike O'Connor, CEO, MyScreen. Advertisers will be able to deliver targeted full-screen ads to subscribers at the end of every call, based on their demographic and interest profile and the brand advertiser's relevance to a specific interest.

Major brands are taking advantage of the new mobile advertising services, such as Blockbuster, Yogen Fruz and RIM among others.

"We understand the unique value of advertising on a device that is individual, interactive and so often used out-of-home," said Aaron Serruya, President and CEO of Yogen Fruz Inc. "We are excited to be part of this new service launch especially because MyScreen full-screen and increased resolution media is consistent with Yogen Fruz "Better For You" brand value.

The product will be available to all WIND Mobile subscribers that opt-in to the service and they will have varying capabilities to profile what type of ads they would want to see.  This is a first step in developing revolutionary products and ideas to continue enhancing the offering of WIND mobile to its current and future subscribers.

MyScreen is proud to be delivering its services through technology alliances with best in practice technology companies including Sentaca (www.sentaca.com) a worldwide leader in telecommunications innovation, and SB mobile (www.selfbankmobile.com) who are pioneers in the emerging M-Commerce industry to provide companies and consumers with seamless payment processes. MyScreen's integrated platforms provide a truly differentiated medium for advertisers.

About WIND Mobile and Globalive Holdings

WIND Mobile provides voice, text and data services to Canadians on a next-generation wireless network and is committed to offering a level of wireless service presently not available in Canada. WIND Mobile is built on actual conversations that are happening with Canadians who are passionate about wireless and creating a better mobile offering nationally. For more information, please visit: www.WINDmobile.ca.  

Globalive Holdings is a leading provider of telecommunications solutions in Canada and internationally to the consumer, business and hospitality markets. The Globalive companies include: WIND Mobile, Yak, OneConnect, Canopco and Globalive Carrier Services. For more information, please visit: www.globalive.com.

About MyScreen
MyScreen (Pink Sheets: MYSL) (Frankfurt: WICI) is a first-of-a-kind mobile advertising technology platform that provides advertisers with a new channel for reaching consumers. Its unique patent-pending technology delivers full-screen, incentive-based ads directly to the mobile phones of opt-in subscribers. The visually engaging ads target subscribers based on their demographic profiles and provide them with rewards such as free services, special offers and discounts. As mobile innovators, MyScreen has forged extensive advertiser and operator relationships and functions as an industry advocate. For more information, visit www.MyScreen.com.

For further information:

Media Contacts:
For WIND Mobile:
Lindsay Mattick, Narrative Advocacy Media
Email: [email protected]
Phone: [phone]

For MyScreen :
Jean-Marie Lalanne, CCO, MyScreen Mobile, Inc.
Email: [email protected]
Phone: [phone]