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Arma Partners advises MindMatics AG on its merger with Air2Web Inc.
Transaction creates global pure-play mobile marketing leader


Atlanta, October 4, 2007 - Air2Web, Inc. and MindMatics AG today announced the two companies have agreed to merge. The transaction firmly establishes the combined organization as the global pure-play mobile marketing leader. The combined entity is the first vendor able to deliver a full range of mobile marketing capabilities to enterprises, brands, agencies and carriers.

The new company presents significant advantages for clients looking to consolidate marketing initiatives across verticals, programs and continents, enabling a fundamental change in the way organizations can integrate mobile strategies into their overall marketing programs. Its focus on mobile marketing brings value to customers beyond specialty or niche services and delivers the most extensive global network and support.

Key strengths of the combined organization include:

Best Market Experience in Key Industry Verticals - Air2Web boasts unmatched expertise in financial services, retail and with U.S. operators. MindMatics provides in-depth experience in media, entertainment, automotive and agency business.

Complete Range of Mobile Marketing Capabilities - The two companies have a shared vision and complete product platform to address customer demand. This combined offering is particularly important as clients increasingly mix promotion, service and transaction programs into their mobile marketing initiatives.

Extensive Global Reach - The merger results in unrivaled global coverage, combining Air2Web’s presence in the Americas and India with MindMatics’ presence in Europe. The consolidated company will have a local footprint in 15 cities across three continents. This extensive global reach benefits customers in the form of expanded international delivery and support capabilities.

World-Class Team - Both companies have strong management teams with substantial industry experience. The combined company has 300 employees worldwide and has created some of the most innovative and leading-edge mobile marketing campaigns for global brand name clients. Sanjoy Malik will serve as CEO and a member of the Board of Directors of the combined company.

'Consumer adoption of wireless technologies is increasing exponentially, creating unique opportunities for brands and marketers to reach customers through this channel. As the market becomes more aware of the various suppliers and their capabilities, customers demand a proven leader with a broader array of products, services, global coverage, and carrier-grade scale and reliability,' said Air2Web Chief Executive Officer Sanjoy Malik. 'MindMatics has an impressive set of blue-chip customers in Europe, which added to Air2Web’s customer base, creates unmatched coverage around the world. This merger solidifies our leadership position in mobile marketing, and creates important synergies and opportunities for our customers, employees and investors.'

Ingo Lippert, CEO of MindMatics, will serve as Managing Director of European Business for the consolidated company and will manage operations in EMEA. He also will serve as a member of the Board of Directors.

'Mobile marketing is evolving and in turn, creating remarkable value and opportunity for vendors, marketers and consumers alike,' said Lippert. 'Both Air2Web and MindMatics have been highly successful and complement each other well in terms of geographic presence, vertical expertise and approach to the market. Together we are very focused on meeting changing market needs and consumer demand, and are well positioned to leverage those resources for the benefit of our customers worldwide.'

Frost & Sullivan estimates the value of worldwide mobile marketing and advertising to reach $4.2 billion in 2008, and $12.7 billion by 2011. The new company is well positioned to leverage its combined resources and solidify its leadership position in the growing market.

'Air2Web and MindMatics represent a true synergy as they fit well together in product, geogra


Publisher Contact Information:

MindMatics
+49 89 322986-0
jenny.adler@mindmatics.de

Company profile of Arma Partners LLP
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