SOURCE: m-Wise, Inc.

April 24, 2007 07:00 ET

m-Wise and Thumbplay Extend Current Business Alliance

WILMINGTON, DE -- (MARKET WIRE) -- April 24, 2007 -- Mobile content technology vendor m-Wise (OTCBB: MWIS) today announced an agreement with Thumbplay, a leading online retailer of mobile content, to extend their existing business relationship. This updated agreement will support Thumbplay's leading mobile content position in the US by ensuring consumers continue to receive the absolute best mobile entertainment experience.

Thumbplay formed a strategic partnership with m-Wise in November 2005 to acquire content solutions that would enhance Thumbplay's ability to deliver content to its customer base. Thumbplay partnered with m-Wise for their extensive experience in the mobile content market, robust content solutions, rich functionality and the ability to present a complete and flexible solution for Thumbplay's technology needs.

"We are pleased to expand our valuable partnership with Thumbplay. The last two years of collaboration have been very rewarding for us and we are keen to continue and provide advanced solutions to Thumbplay and remain their first choice in mobile content solutions," said Zach Sivan, CEO of m-Wise.

The partnership between the parties has proven highly successful and the current agreement extends and expands this relationship for another three years. Thumbplay has more than 60,000 pieces of mobile entertainment content under license including ringtones, wallpapers, games and text-based services and has gained broad recognition as a leader in the direct-to-consumer mobile content space.

"In today's highly competitive market it is extremely important to ensure the highest quality content delivery to consumers," said Are Traasdahl, founder and CEO of Thumbplay. "By extending this partnership, Thumbplay will continue its industry leading service, satisfaction and credibility with consumers."

The mobile content market is one of the fastest growing market segments in the U.S. and Europe. According to research company Alexander Resources, the revenues from digital content are forecasted to reach $15.1 billion by 2008, with mobile infotainment (personal data management, messaging services and content) revenue totalling $7.8 billion. The mobile penetration rate in the U.S. is currently at 69 percent and is forecasted to expand to 87 percent by the year 2010.

About Thumbplay

Thumbplay, Inc.,, is a leading online retailer of mobile entertainment content. The company aggregates, promotes and delivers mobile content directly to members via The site offers ringtones, wallpapers, games and text-based services through a membership-based, community experience. Thumbplay members have access to their own personal library of content through Thumbplay's content locker technology, ensuring they will always have access to their Thumbplay content. Thumbplay, headquartered in New York, was founded by CEO Are Traasdahl and Executive Vice President, Marketing Evan Schwartz.

For more information, please visit

About m-Wise

Founded in 2000, m-Wise has rapidly established itself as a leading international provider of enabling technologies for the mobile communications, mobile gaming, and mobile entertainment industries. m-Wise is the developer of MOMA (Mobile Once, Mobile Anywhere), the de facto content management and service delivery platform used on or through over 50 mobile networks throughout Europe, North and Latin America, and Asia.

MOMA is an integrated "one stop shop" for mobile operators, wireless ASPs, content providers, and media producers to always deliver end-users with a state-of-the-art mobile experience. MOMA makes it easy not only to manage and deliver content like entertainment, music, games, and video without specific regard to handset compatibility but also adds real-time end user capabilities like voting, chat, and access to live data. Better yet, MOMA includes transactional billing, customer care, and even marketing capabilities -- all built in.

For more information, please visit

Safe-Harbor Statement -- This press release contains "forward-looking statements." These forward-looking statements use words such as "believes," "intends," "expects," "may," "will," "should," "plan," "projected," "contemplates," "anticipates" or similar statements. These statements are based on our beliefs, as well as assumptions we have used based upon information currently available to us. Because these statements reflect our current views concerning future events, these statements involve risks, uncertainties and assumptions. Actual future results may differ significantly from the results discussed in the forward-looking statements. A reader, whether investing in our common stock or not, should not place undue reliance on these forward-looking statements, which apply only as of the date of this press release.

Contact Information

  • For more information, please contact:

    m-Wise IR:
    Adi Armoza
    Email: Email Contact