19 July 2005

Bango will be showing content providers how to market and sell their mobile content direct to consumers at this year's Mobile Content World 2005 in September at London Olympia. Bango is the Direct-to-Consumer sponsor at the show and can be visited on Stand 14.

The direct-to-consumer channel, using the 'browse and buy' model established by the operators is already the fastest growing segment of the mobile content market. But while mobile portals set up by operators such as Vodafone live! have shown the way, major brands such as The Sun, Channel 4 and Ann Summers are now launching their own branded mobile sites and leveraging existing marketing channels with the help of Bango.

Once at the mobile site, visitors now have the opportunity to browse a catalogue of content before deciding to buy using Bango technology. Users only pay for the content they want, an approach that builds customer loyalty and confidence in mobile content services and offers an alternative to the highly criticised mobile subscription services promoted by companies such as Jamster.

With Bango, consumers are not billed until they actually click to buy. Browse and buy technology also allows content providers to identify and profile each individual customer to deliver a personalised experience and optimise the payment options provided. The Bango Service is a globally accessible from any network.

"Direct-to-consumer is the fastest growing segment of the mobile content marketplace, in a world-wide market worth £34billion in 2004," says Ray Anderson, CEO at Bango. "Mobile Content World provides the ideal platform to help content providers to understand and exploit this opportunity."

About Bango

Bango has developed and deployed an open, global, infrastructure platform that enables content providers to market, sell and deliver their products and services directly to mobile phone users on all mobile networks using the mobile Internet. This "direct-to-consumer" approach operates alongside the mobile operator's mobile content portals. Leading mobile operators including Vodafone, Orange, Telefonica and O2 work with Bango to accelerate the growth of their "direct-to-consumer" business.

Leading content brands are now adopting the Bango Service to engage with all of their existing and potential mobile customers directly - irrespective of mobile operator. For further information, go to www.bango.com.