Cupertino, CA  - Mobixell, a leading provider of mobile advertising

solutions, has been selected by Play, a 3G operator in Poland, to deploy Mobixell's

Ad-It^TM as the platform for its WAP channel. Play and Mobixell have trialled the new

advertising service on Play's WAP portal. The campaign ran from March-April, during

which time the operator ran 33 different advertising promotions, including a premium

campaign designed by Ogilvy Poland to promote the new Motorola MotoROKR E8

handset. The MotoROKR campaign is the first venture undertaken as a global

partnership between digital marketing agency, OgilvyOne, and Mobixell. The campaign was

 implemented by OgilvyAction, the brand activation arm of the Ogilvy Group.

Mobixell is providing Play Mobile with a WAP Advertising solution powered by the

Mobixell Ad-It^TM platform, including: inventory management, trafficking, campaign

management, business operation and the Ad Server functions. Ogilvy Poland

designed the Motorola campaign which featured on the operator's WAP Portal and

has generated an impressive Click Through Rate (CTR) of 4.3% on average,

reaching 13% at its highest.

Motorola's Director of Marketing for Central Europe, Ms. Malgorzata Matusiewicz

commented: "We are extremely excited about the dramatic results achieved by our

new music phone campaign. We are already using mobile advertising as part of our

ongoing marketing mix for product promotions."

Jonathan MacDonald, Senior Advertising Consultant at OgilvyOne added: "Such

results will naturally encourage other advertisers to consider diverting part of their

digital campaign budget into mobile campaigns, as proving Return on Investment

(ROI) from ad campaigns is becoming more important than ever in these uncertain

economic times."

According to Avichai Levy, Executive Vice President of Marketing at Mobixell: "The

next stage of the campaign might involve extending the variety of adverts from WAP

banners to include SMS, MMS and video advertising. Given the exceptional results of

the WAP adverts in Play, we look forward to seeing the results of multi-media, cross-channel adverts.

We hope to have this opportunity with Play Mobile and its active and dynamic customer base."

Public Relations Officer of Play, Marcin Gruszka said: "Mobixell's solution enables us

to measure and monitor our WAP inventory online and to see the impact of the

campaign and compare it to alternative marketing approaches. This activity allows us

to see huge potential for mobile advertising and new revenue streams, starting with

WAP."