Myscreen Mobile, Inc.
FRANKFURT : WICI
PINK SHEETS : MYSL

Myscreen Mobile, Inc.
America Movil

November 24, 2009 05:00 ET

America Movil Partners With MyScreen Mobile

MEXICO CITY, MEXICO and TORONTO, ONTARIO and MIAMI, FLORIDA--(Marketwire - Nov. 24, 2009) -

Attention assignment editors, mobile phone reporters, technology reporters, marketing and advertising reporters, and investment, financial and business reporters:

MyScreen Mobile, Inc. (MyScreen) (PINK SHEETS:MYSL)(FRANKFURT:WICI) and America Movil (NYSE:AMX)(BMV:AMX)(NASDAQ:AMOV)(LATIBEX:XAMXL) today announced an agreement to launch MyScreen's first-of-a-kind interactive mobile advertising service across Latin America and the Caribbean beginning in the fourth quarter of 2009. MyScreen's patent-pending technology platform delivers full-screen advertisements to the mobile phones of opt-in subscribers and provides them with rewards such as free services, special offers and discounts.

Together, MyScreen and America Movil will deliver ads to the mobile network operator's users who voluntarily subscribe to the service. America Movil has already begun to integrate MyScreen's platform and initiate plans to roll out the service in the region. Ads for large consumer brands are slated to be among the first to be delivered among America Movil's users. According to 2009 Juniper Research data, mobile advertising revenues in South America from 2009 to 2013 are projected to be approximately $1.3 billion USD.

"Mobile advertising has tremendous potential, as the penetration and individuality of the cellular phone allows us to reach a significant and highly segmented public. MyScreen's solution joins other mobile advertising solutions already offered by America Movil," said Marco Quatorze, director of value-added services for America Movil. "This launch reflects our commitment to stay in the forefront of the mobile communications industry, offering our subscribers and shareholders greater value."

Maurizio Angelone, chief executive officer of MyScreen, added: "MyScreen is a new mobile advertising channel that offers great potential and will help ensure America Movil's leadership and recognition in this market. We are proud of our partnership and focused on our collaboration with America Movil to help maximize its mobile advertising business."

Angelone said MyScreen differs from the other mobile advertising solutions available, as MyScreen's ads are:

- Full-screen, visually engaging graphics that convey the advertisers' brand image

- Delivered in a non-shared advertising environment that provides brand exclusivity. MyScreen ads are delivered at the end of every call, creating much better visibility than SMS texts and banner ads. Banner ads are only visible to consumers when they are browsing the Internet.

- Designed to enable consumers to engage directly with the ads using MyScreen's proprietary "AdValue HotKeys." MyScreen greatly outperforms Internet CTR's, which are widely known to average less than 1 percent. During a 2009 commercial trial, MyScreen ads generated click thru rates (CTR's) that exceeded 20 percent. According to the latest industry data, the average CTR is only 0.1 percent

- Individually targeted to match each subscriber's self-created demographic and psychographic profiles, 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

- Points are redeemed in the form of free and bonus telecom services provided by the operator. Exclusive "made-for-MyScreen" offers, such as free trial products or special promotional pricing, are provided by participating advertisers.

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 "AdValue HotKeys" to raise brand awareness, launch products and services, promote special offers, generate traffic to retail locations, improve customer loyalty and drive sales.

About America Movil

America Movil, S.A.B de C.V. (BMV:AMX)(NYSE:AMX)(NASDAQ:AMOV)(LATIBEX:XAMXL), is the leading provider of wireless services in Latin America with operations in 18 countries in the American continent and Caribbean, with more than 194.3 million subscribers as of September 30, 2009.

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 and psychographic 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. Through its mobile marketing consultancy, the MyScreen Agency, the company collaborates with traditional ad agencies and brand advertisers to optimize their mobile advertising programs. For more information, visit http://www.MyScreen.com.

This press release contains "forward-looking" statements within the meaning of Section 21A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934 as amended. Such statements involve certain risks and uncertainties associated with an emerging company. Actual results could differ materially from those projected in the forward-looking statements as a result of risks and other uncertainties affecting the company, including those discussed in MyScreen Mobile reports and other documents filed with the U.S. Securities and Exchange Commission.

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