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FunMail and Globe Handyphone Drive Large Volumes of MMS Traffic through Innovative Contest Contest Participants Send 7x More MMS Messages than non-Contest Users; Approach Encourages SMS-like behavior with MMS (June 5th, 2003) FunMail and Globe Telecom launched an MMS Contest in the Philippines that has resulted in extraordinary MMS traffic volumes, similar in nature to SMS traffic patterns. The contest offers new color phones like the Nokia 3650 and 720 as prizes to users who send the most FunMail MMS messages during the contest. The promotion has generated a significant amount of MMS messages, priced at $.38 apiece. Each time a subscriber sends a FunMail MMS message, they receive an SMS message with their “ranking”, or how close they are relative to other subscribers to winning a prize. Users can watch their rankings rise as they send more messages, and rankings grow quickly even after one or two MMS messages are sent. The FunMail Contest has created SMS-like recurring usage patterns, which has generated large volumes of MMS messages in a short period of time. Some subscribers have sent large amounts of messages during the promotion, including many users who have sent hundreds of MMS messages. The average messages-per-user (MPU) was 7x for contest participants, generating significantly more ARPU than regular MMS users. “Clearly users have responded to the game-like qualities of this contest promotion,” said FunMail VP of Sales and Marketing Andy Baldocchi. “The fact that they can see their ranking go up every time they send a message is a powerful competitive feedback loop which encourages them to send even more MMS messages. This approach is a significant ARPU booster, because it wraps an interesting game around an already great MMS application.” The contest has been supported by print ads, as well as MMS “blasts” which promote the contest and awareness of new FunMail characters and services. “This is a powerful contest engine which we’ve plugged into the core FunMail MMS service,” said Baldocchi. “Users not only are interacting with a great application, but they have the added benefit of being part of an exciting contest at the same time. And it sure adds rocket boosters to MMS traffic.” Earlier FunMail announced the launch of MMS services in the Philippines on the FunMail Magic MMS platform with Globe Handyphone, starring famous characters such as Garfield, South Park, and Dilbert. The FunMail MMS service enables users to enter an SMS message and have it magically “translated” into a unique personalized animated MMS message. About FunMail FunMail Inc. is a leading provider of consumer and enterprise MMS applications. Founded in 1999 and headquartered in Pleasanton, California, FunMail's Magic MMS platform is in use today in some of the world's biggest wireless operators including Vodafone, o2, Globe Telecom, WIND and NTT DoCoMo. For more information, please visit http://www.funmail.com or email bizdev@funmail.com