Macalla Software's Technology Enables a Successful Model for Mobilee-Commerce Revenue Generation and Cost Reduction Using SMS Based Prepaid Top-up

Macalla Software, Europe's leading provider of proven mobile e-Commerce platforms and applications, is delivering technology that enables mobile operators and banks to achieve a return on investment on their mobile e-Commerce initiatives. The Macalla Mobile e-Commerce Platform(tm), which powers the ING/Postbank-Telfort collaborated roll out of SMS activated prepaid top-up combined with mobile banking, is enabling the bank and operator capture fees that would otherwise have been lost to the non-digital distribution chain. Now, after the first six months of this deployment, the results have already exceeded the bank's expectations.

TowerGroup Senior Analyst Ed Kountz, who authored a report on one of Macalla's deployments 'Telfort and ING/Postbank: How Targeted Collaboration Is Boosting Dutch Mobile Banking', said that "Financial institutions and mobile operators are experimenting with interesting services by tailoring applications that are relevant to the user experience in the mobile world. The successful results that are starting to show through from these services include the creation of a strong base of repeat users and the retention of monies that would normally be paid out to support the retail distribution chain." He goes on to say, "ING/Postbank decided to deploy Macalla Software's Mobile e-Commerce Platform as the core infrastructure for their services therefore enabling this new model for generating revenues and reducing service costs. The results are exceeding expectations and they also now have a foundation for future service expansion as mobile data grows in importance."

Commenting on the report, Niall O'Cleirigh CEO Macalla Software said, "We
have always believed that for financial institutions and mobile operators
the key to profitability is identifying and reaching a customer base with
immediate revenue potential." He continued, "TowerGroup is a highly respected analyst house and we are very pleased that our participation in the ING/Postbank-Telfort initiative has been identified as an excellent example of how the use of technology has enabled the creation of a financially successful model for generating revenues and reducing service costs."