The News

Sagem Wireless to deliver connected mobile experience for brand partners

14/01/2010

Sagem Wireless uses on device portal and content delivery infrastructure to power connected lifestyle devices including upcoming PUMA PHONE

Paris, 14 January 2010 – Sagem Wireless, the leader in the design and delivery of customised connected lifestyle devices and services, today announced a partnership with Mobiles Republic and Cellmania. The partnership draws on the related expertise of each company to create a platform which enables Sagem Wireless to deliver a customisable connected online experience for leading consumer brands and mobile operators.

Sagem Wireless is working with Mobiles Republic and Cellmania on the upcoming PUMA PHONE, a customised mobile device designed and developed exclusively for PUMA. The platform will provide online access to multimedia content from PUMA via a carousel-based menu on the device, enabling PUMA to aggregate all its mobile content services into a single customised and branded user experience. Users will be able to download PUMA applications, interact with multimedia content from PUMA.COM, and access PUMA products through mCommerce services.

“Monetising mobile usage through new products and services is a key market driver today as mobile operators and lifestyle brands look to new channels for reaching niche communities,” said Thierry Buffenoir, CEO, Sagem Wireless. “By combining technology innovation with customer insight, Sagem Wireless is uniquely positioned as a strategic asset to brands looking to engage with their community through new mobile and connected channels. We are delighted to be working with Mobiles Republic and Cellmania to create a platform that will power the new category of devices such as the PUMA PHONE that truly are lifestyle companions.”

Following a licence agreement announced in October 2009, the PUMA mobile phone will launch in the second quarter of 2010 prior to the FIFA Football World Cup 2010. In partnership with Sagem Wireless, PUMA’s entry into the mobile universe leverages its innovative brand and design skill to improve mobile user experience and connect to its community. Sagem Wireless is integrating exciting technologies and services, including those from Mobiles Republic and Cellmania, to design and develop connected devices that are completely customised from the inside out, and that improve experience and connect a brand community.

Created by Mobiles Republic, APPY™ is a mobile apps player that enables the intuitive discovery of rich media, applications and products through a carousel menu that can be customised by both the operator and lifestyle brands. For PUMA, the APPY player enables users to discover, connect to, and download PUMA content and services, creating a complete PUMA-branded experience with access to products’ catalogues and applications, such as the latest sports news, downloadable games and merchandise.

Cellmania's content management platform powers rich discovery experiences for music, games, apps, video, images and physical goods. Cellmania’s products and services simplify the process of acquiring, merchandising, selling and delivering content across feature phones, smart phones and PCs. The Cellmania solution enables the PUMA mCommerce services to be integrated with a mobile operator’s existing systems to provide a seamless user experience.

About Sagem Wireless
Sagem Wireless provides customised connected lifestyle devices and services to leading consumer lifestyle brands and mobile network operators worldwide. Using technology innovation and customer insight as strategic tools in the product design process, Sagem Wireless develops a range of connected lifestyle devices personalised to the specific needs of different customer segments. With industry leading technology partners and its own R&D centres based in Europe and Asia, Sagem Wireless offers pre-requisite manufacturing expertise intrinsic to the product design process that relies on both flexibility and the highest level of quality to assure successful entry into new and existing markets.

About Mobiles Republic
With APPY™ its Mobile Apps Player solution that transforms a simple handset into a real multimedia platform, Mobiles Republic is at the leading edge of innovation. By combining its technology with publishing and advertising expertise, Mobiles Republic offers a unique multimedia experience for all types of phones. Created in 2008, Mobiles Republic is already backed up by major media groups, brands and manufacturers, and is the winner of the 2008 Sony Ericsson Content Awards. For more information, visit: www.mobilesrepublic.com

About Cellmania
Cellmania is a leading provider of platforms and services that enable rich on device experiences and reduce the complexity of monetising content across mobile and broadband networks. Cellmania accelerates revenue generation with innovative merchandising features, powerful analytics and customer branded experiences across a wide array of devices. Cellmania's customisable solutions are in action with 18 operators across 4 continents. Founded in 1999, Cellmania is a privately held company with headquarters in Mountain View, California. For more information, please visit www.cellmania.com

About PUMA AG
PUMA is one of the world’s leading sportlifestyle companies that designs and develops footwear, apparel and accessories. It is committed to working in ways that contribute to the world by supporting Creativity, SAFE Sustainability and Peace, and by staying true to the values of being Fair, Honest, Positive and Creative in decisions made and actions taken. PUMA starts in Sport and ends in Fashion. Its Sport Performance and Lifestyle labels include categories such as Football, Running, Motorsports, Golf and Sailing. The Black label features collaborations with renowned designers such as Alexander McQueen, Yasuhiro Mihara and Sergio Rossi. The PUMA Group owns the brands PUMA and Tretorn. The company, which was founded in 1948, distributes its products in more than 120 countries, employs more than 9,000 people worldwide and has headquarters in Herzogenaurach/Germany, Boston, London and Hong Kong. For more information, please visit www.puma.com

Media Enquiries:
UK Media:
Matt Ball
AxiCom Cohn & Wolfe (for Sagem Wireless)
Tel: +44 20 8392 4077
Email: sagem@axicom.com
French Media:
Laure Bilhere
Cohn & Wolfe (for Sagem Wireless)
Tel: +33 1 49 70 43 78
Email: laure.bilhere@cohnwolfe.com