Amp’d Mobile Selects thePlatform for Comprehensive Media Publishing Solution

Enables Amp’d to easily deliver unique, personalized music and video to mobile phones and computers

Press Release, July, 27, 2005

Seattle, Wash. and Aliso Viejo, Calif. thePlatform®, a leading provider of digital audio and video publishing solutions, and Amp’d Mobile, the first fully integrated 3G mobile entertainment company for youth/young adults, today announced that Amp’d Mobile has chosen thePlatform Media Publishing System (MPS) to aggregate and manage digital audio and video for personalized delivery to its subscribers’ handsets and computers. Amp’d Mobile will launch later in 2005 with a unique blend of video and lifestyle content, including 3D games and music downloads created for the 18-34-year-old wireless user.

“Using thePlatform will help Amp’d deliver a rich audio and video service to our subscribers – with a dual delivery approach to mobile, and computers,” said Chris Houston, vice president, wireless operations, Amp’d Mobile. “Dual delivery of entertainment content is a key piece of our strategy, allowing our users to easily manage their files on the desktop, and if they prefer, play songs and video clips anywhere, on their mobile phone.”

With thePlatform MPS, Amp’d Mobile can efficiently aggregate and deliver youth-oriented audio and video over its 3G EV-DO service, and also via broadband to computers, in multiple formats, (including MP3, WMA, WAV, AAC and MPEG-4), and bit rates. In addition to aggregating the content, MPS allows any metadata to be combined with the content, enabling consumers to find and receive personalized media. Using MPS, Amp’d can also give subscribers a detailed summary of their audio and video purchases on their monthly statement.

“The strength and flexibility of thePlatform MPS for broadband audio and video publishing is proven, and now it is being chosen to support leading wireless services,” said Ian Blaine, co-founder, and CEO of thePlatform. “Delivering timely digital audio and video in many different formats and bit rates, each with varying business rules and policies, to wireless devices and computers, is a complex proposition. We make this simple for both existing content owners running MPS today and for innovative new consumer service providers like Amp’d.”

MPS will enable Amp’d to streamline the entire audio/video mobile and broadband publishing process including:

Content On-Boarding and Management: Amp’d will able to easily aggregate and incorporate content into MPS from the more than 100 content owners using MPS today, or via new content providers. MPS can import content metadata from media files, or add additional metadata to media objects, that can store multiple media files in different formats and bit rates.
Content Policy and Business Rules: Amp’d can set usage rules on its audio and video clips via MPS’s built-in support for Windows Media Digital Rights Management 10 (DRM). DRM will enable Amp’d to control how content is purchased by its subscribers, whether via subscription, pay-per-view, pay-per-clip or other models.
Publishing: MPS automatically publishes content for delivery over broadband and mobile networks to computers and mobile phones, in the correct format, size and bit rate.
Reporting: Using MPS’s built-in reporting capability, Amp’d will receive detailed reports on the quality of end-user experiences, including which content is most popular. This enables Amp’d to test new content genres and programming, and to constantly refine its service offerings.
Integration with Business Systems (BSS/OSS): Through the MPS Software Development Kit (MPS-SDK), MPS can integrate with Amp’d Mobile’s internal and third-party billing, authentication, notification and handset personalization services. Via a powerful set of Web-services based interfaces, MPS can automate and customize all aspects of the media publishing process, facilitating integration through existing customer and third party system components.

For PC users, thePlatform will supply its white-label MPS Download Media Manager (DMM). The DMM will enable Amp’d to manage media downloads and DRM licenses for computer customers using Amp’d Live, the broadband-enabled entertainment service.

About Amp’d Mobile

Amp’d Mobile will be the first fully integrated MVNO for youth, young professionals and early adopters. By leveraging the power of 3G EV-DO, Amp’d will offer traditional services plus a completely fresh user interface and experience designed specifically for this market. With myriad options to meet each person’s individual needs, Amp’d will bring a more relevant, personal experience to mobile entertainment and the wireless lifestyle. Targeted to launch later in 2005, more information can be found at www.ampdmobile.com.

About thePlatform

Headquartered in Seattle, thePlatform For Media, Inc. is an industry-leading provider of digital media publishing solutions. The company’s flagship product, thePlatform Media Publishing System (MPS), is a comprehensive solution for media, entertainment and enterprise customers. With thePlatform MPS, customers can publish digital media to any device. Custom feature enhancements and seamless systems integration are a simple matter using thePlatform’s Web services-based MPS-SDK. For more information visit www.theplatform.com.