July Systems Launches UKs First Mobile Games Subscription Service PlayOn! on Mob.TV

July Systems Launches UK’s First
Mobile Games Subscription Service ‘PlayOn!’ on Mob.TV

Subscription-Based Access Delivers Recurring Revenues, Plugs Revenue Leaks for
Retailer, Content Provider

London, July 2005 – July Systems, an
innovative technology solutions provider of smart mobile content retailing
services, has launched the UK’s first-ever mobile games subscription service ‘PlayOn!’
on the popular mobile portal Mob.TV. The PlayOn! service allows Vodafone, O2,
Orange, T-Mobile, and Virgin Mobile users to subscribe for a low monthly price
to get month-long, unlimited-play access to an entire catalog of mobile games.
Users can also try all games in the catalog for free before deciding to
subscribe to the service.

The PlayOn! service uses July’s
patent-pending ‘wrapper’ technology to smartly enforce access and usage of
mobile games based on users’ subscription validity, thereby plugging typical
revenue leaks faced by content retailers. July retailing technology also tracks
monthly subscription status and usage of games, allowing content providers to
receive a recurring, usage-based share of content revenues.

"Subscription-based services are
perfect for MonsterMob consumers who are looking to try new, exciting game
titles every month, without having to purchase the games for unlimited use,”
said Carl Brennand, Head of MonsterMob’s UK Operation. “July’s smart mobile
retailing technology solution allows us to deliver exactly this value
proposition to consumers. We expect the PlayOn! service to deliver strong
recurring revenues compared to regular game download services that offer limited
flexibility to consumers in the way they can purchase and use mobile games.”

“The PlayOn! service demonstrates
how July’s mobile content retailing technology can multiply mobile content
revenues and profitability for our customers” said Dr. Wilhelm Bielert, Vice
President EMEA Operation, July Systems “In addition, our low-cost, end-to-end
managed service capabilities mean that live services are up and running within
weeks with minimal integration requirements or investments by the mobile content
retailer, in this case, MonsterMob.”

The PlayOn! service is completely
managed end-to-end by July Systems and is built entirely on July’s mobile
retailing infrastructure in UK. July manages content sourcing and selection,
service design and testing, as well as delivery and support. July’s mobile
retailing infrastructure in UK supports billing on all leading mobile operators
including Vodafone, O2, Orange, T-Mobile and Virgin Mobile, allowing July to
quickly deploy different types of cross-operator, cross-content mobile services
for new customers and partners in UK.

About MonsterMob
MonsterMob is the UK’s best selling mobile content brand, with an unrivalled
track record in SMS response generation. MonsterMob is now developing and
delivering unique mobile content including video on demand, interactive
communities, real-music tracks, high-res personalisable graphics and superior
java games to provide effective differentiation for service providers, retailers
and handset distributors.

Since the foundation of the company
in June 2000, MonsterMob has handled over 20 million transactions, delivering
products and services to more than 6 million consumers.

About July Systems
July Systems provides innovative technology solutions that enable mobile content
retailers to multiply revenues and profits by transforming the retailing of
mobile content to reach the mass-market.  July Systems’ turnkey solutions are
delivered as low-cost, fast time-to-market, end-to-end managed services. 
Founded in July 2001, July Systems is privately held with investments by Charles
River Ventures, NeoCarta Ventures, WestBridge Capital Partners, Acer Technology
Ventures, Jumpstartup and Silicon Valley Bancshares. The company is
headquartered in Santa Clara, CA, operates its Global Product Center in
Bangalore, India, and has European offices in Germany, UK and Italy. For more
information, visit www.julysystems.com.