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William Hill Delivers Revenue Generating Mobile Gaming Services with MobileAware
Mobile Sportsbook provides customers with anytime, anywhere access to a full range of betting servic

DUBLIN, Ireland – July 24, 2007 – MobileAware, the world’s leading provider of Mobile Service Infrastructure, today announced that William Hill, one of the world’s leading betting companies, has recently deployed a revenue-generating mobile betting site ( using MobileAware technology. The solution enables William Hill to deliver a wide variety of feature rich mobile services, including live sports results, live betting events, bet-in-running, commentary, arcade and a ‘My Account’ facility, to more than 400,000 active account holders. Customers can use their existing William Hill accounts to securely access mobile betting services 24/7 from any mobile device, across any mobile network.

Following the huge success of their online gaming channel, William Hill recognized the need to extend these services to mobile devices to facilitate customers on the move and to capitalize from the rapidly expanding mobile gaming market. William Hill selected MobileAware to provide a strategic mobile infrastructure that enables them to support multi-channel delivery in an efficient and scalable manner. MobileAware’s technology allows William Hill to take full advantage of their existing IT investment and provides the flexibility for the company to grow in line with changing business needs.

As William Hill’s core strategy is based on making betting as convenient as possible, MobileAware provided a mobile solution that offers customers fast, intuitive and secure access to a wide range of betting services from their mobile device. MobileAware’s technology seamlessly integrates with William Hill’s online Sportsbook and extends it to thousands of mobile devices, including phones, PDAs and digital TV. It provides the device recognition and content rendering functionality, automatically detecting the device being used and fully optimizing the content for the device to ensure that customers receive the latest betting information in the most appropriate form.

“Mobile gaming provides our customers with the flexibility and convenience to check odds and place bets right up until the last minute from any location, at any time,” commented Richard Woodworth, Business Development Manager, William Hill. “Expanding William Hill's multi-channel betting offerings is key to the company's future growth strategy; we are already witnessing an excellent return from the mobile channel in terms of channel uptake and increased revenues. MobileAware’s strategic approach to mobility was essential in our selection of a mobility provider; the company clearly understands our business and allows us to fully leverage our investment in existing technology.”

“According to analyst firm Juniper Research, the market for all forms of mobile gambling will grow from $1.35 billion in 2006 to $16.6 billion by 2011. William Hill is now excellently positioned to take advantage of this compelling market opportunity,” commented Kevin McCloskey, CEO at MobileAware. “As organizations such as William Hill migrate to next-generation IT architecture based on SOA, they require a strategic mobile service infrastructure that capitalizes on existing IT investments to deliver measurable business benefits including increased revenues, reduced operational costs and enhanced customer satisfaction.”

About William Hill
Founded in 1934, William Hill is one of the best-known names in the UK betting industry. It is one of the leading providers of fixed odds bookmaking services, offering odds and taking bets on a wide range of sporting and other events. It is a market leader in all major betting channels in the UK, operates over 2,250 betting shops in the UK and Ireland, has won licenses to operate 55 betting outlets in Italy and expects to be the first International operator to be granted a license to operate betting shops in Madrid through a joint venture with the Spanish company Codere. This is in addition to an established international presence through its online

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