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Orange UK Trials New Handset Branding and Configuration Software From SNAPin


    SNAPin Software, the leader in mobile interaction management,
    today announced the availability of SelfService Configure software
    that turns unbranded mobile phones into operator-specific handsets
    right at the point of sale. Orange UK is the first mobile operator to
    use SelfService Configure-enabled SIM cards with live subscribers.

    Orange is testing SelfService Configure's ability to install and
    manage a customised brand experience, including operator-specific
    settings and applications, on an otherwise unbranded mobile phone at
    point of sale. The selected mobile phones will deliver the consumer
    benefits of a branded experience comparable to what has been delivered
    on Orange's Signature Series devices, but without the additional time
    and expense associated with custom installing Orange's applications
    and branding elements as part of the manufacturing process.

    A new product in SNAPin's award-winning SelfService suite,
    SelfService Configure lets operators deliver their brand experience on
    mobile phones by installing and managing a custom set of applications
    and media elements, leveraging the storage on large memory SIM cards.
    After inserting a SelfService Configure-enabled SIM card, the software
    automatically initiates the configuration process on the mobile
    device, resulting in a fully operational operator branded and
    customised phone in just a few moments. After the initial installation
    process has been completed, SelfService Configure manages any
    necessary updates over time via its embedded over-the-air (OTA) update
    capabilities.

    Orange UK has also been testing the effectiveness of SNAPin's
    SelfService Campaign product with thousands of subscribers in the UK.
    While the large-scale pilot continues, early results have already
    proven SelfService Campaign's ability to present subscribers with
    targeted promotions that are relevant to their current behaviour,
    including a mobile promotion conversion rate that far exceeded the
    targets established for the pilot.

    "At Orange, we are looking to remain on the leading edge of
    innovation whilst providing the very best experience for our
    customers," said Matthew Kirk, Director of Devices, Orange UK.

    "Orange's commitment to its customers is what has made them a
    leader in the UK market," said Robert Lewis, president & CEO, SNAPin
    Software. "We are proud that our SelfService software has been
    performing so well for Orange, and we are pleased that they are the
    first mobile operator to test our new SelfService Configure product."

    SNAPin's award winning SelfService suite includes the following
    products:

    SelfService Campaign helps drive new service discovery and
    adoption by providing operators with a platform to interact with their
    subscribers by presenting targeted offers that are highly relevant and
    tied to the context of the user's behaviour.

    SelfService Care intercepts calls to customer support
    organizations and presents each user with personalised tools to
    quickly and easily resolve as many as three out of four customer
    issues right on the mobile device.

    SelfService Configure lets operators deliver their brand
    experience on mobile phones by installing and managing a custom set of
    applications and media elements leveraging the storage on large memory
    SIM cards.

    About Orange

    Orange is the key brand of France Telecom, one of the world's
    leading telecommunications operators with more than 153 million
    customers on five continents. In June, 2006, as part of the France
    Telecom integrated operator strategy (NExT programme) to deliver
    simple, convergent products, Orange became the single brand for
    mobile, internet and TV offers in France, the United Kingdom, The
    Netherlands and in Spain, strengthening Orange's position as the
    number two mobile and internet services brand in Europe.

    About SNAPin Software

    SNAPin Software, the leader in mobile interaction management, lets
    operators interact with their subscribers in real-time and in the
    context of their current mobile behaviour. The company's handset-based
    SelfService product suite enables the delivery of interactive
    promotions, the resolution of most customer support problems, and
    allows operators to deliver a branded service experience to their
    subscribers. For more information, visit www.snapin.com.