SOURCE: Red Bend Software

September 19, 2006 08:00 ET

TAT and Red Bend Software Form Partnership to Enable Over-the-Air Embedded UI Customization

Co-Marketing and Technology Partnership to Enable Efficient and Reliable Updating of Mobile Phone UI Software at Point of Sale or in Customers' Hands

FRAMINGHAM, MA -- (MARKET WIRE) -- September 19, 2006 -- Red Bend Software, the leading provider of firmware over-the-air (FOTA) update technology for mobile phones, and TAT (The Astonishing Tribe), leader in mobile phone user interface (UI) technology, today announced a joint marketing and technology partnership that will allow greater personalization of mobile handset user interfaces. Using Red Bend's Embedded Feature Delivery (EFD) technology, TAT customers will be able to dynamically modify deeply embedded UI elements within mobile handsets, allowing new graphical objects and components that define the complete phone experience to be provisioned directly to end users over-the-air.

Until now, updating embedded UI software components has been a lengthy process determined by handset firmware release schedules, sometimes up to 18 months. Red Bend's EFD technology removes the timetable bottlenecks by allowing handsets, at the point-of-sale or in the hands of end users, to be immediately and easily enhanced with new and upgraded UI software elements, independent of the handset firmware. Combined, this joint capability allows for operators and service providers to address the growing demand for handset personalization by enabling segmented customized user interfaces to be provisioned at any time.

TAT's powerful user interface technology provides rich, visually appealing and easy-to-use mobile phone user interfaces. Compared to other approaches, TAT enables substantial memory savings, which in turn lowers OEM hardware costs. Red Bend's EFD technology enables mobile operators, handset manufacturers and application developers such as TAT to have greater flexibility in customizing mobile handsets with new or upgraded core functions. These new functions can be requested by the user or delivered by an operator over the air, eliminating the need to visit a service facility, making the process more convenient for users and more cost-effective for suppliers.

Under this agreement, the two companies will work together to enable TAT to offer new customization services to its customers using Red Bend's EFD technology.

"Red Bend's technology will provide us with new capabilities to quickly deliver enhanced features to our OEM customers," said Charlotta Falvin, CEO of TAT. "By using EFD, we will be able to significantly enhance the dynamic customization capabilities of the TAT-rich user interface offering."

"We are pleased to have TAT join our growing list of partners who share our vision for mobile software management," said Yoram Salinger, president and CEO of Red Bend Software. "By combining our technologies, Red Bend and TAT are enabling OEMs and operators to generate new revenue streams through point-of-sales customization and post-sales personalization of the mobile user interface."

About Red Bend Software

Red Bend Software helps mobile phone manufacturers and network operators accelerate the adoption of new services and features, respond rapidly to customer problems and reduce support costs through mobile software management solutions. BenQ Mobile, LG Electronics, Sharp, Sony Ericsson, and other large handset manufacturers use Red Bend's firmware over-the-air (FOTA) technology to quickly and reliably deliver compact firmware updates to mobile phones already in the hands of users. Founded in 1999, Red Bend Software is a privately held, venture capital-financed company with offices in China, Israel, Japan, Korea, the U.K and the U.S. More information about Red Bend Software is available at

About TAT

TAT offers software tools for rapid creation of rich graphical user interfaces for mobile devices. Three of the top six OEMs use TAT technology, Sony Ericsson and Samsung being the two official ones, with over 80 million devices released. TAT traditionally enables clients to push the visual limits of mass market phones as well as feature phones. The company was founded in 2002 and is privately held. For more information, please visit

Contact Information

  • Media Contacts:
    Red Bend Software
    Emerge Public Relations
    Matt McCarthy
    +1 617-729-3175
    Email Contact

    Charlotta Falvin
    +46 40 109 700
    Email Contact