ActiveMedia Technology’s RAPOS™ m-coupon platform delivers customised offers to Hutch subscribers across entertainment, cinema, food and lifestyle retail partners

Mumbai, May 15, 2006: ActiveMedia Technology is working with Hutchison Essar to deliver the “Hutch Tuesday” programme, a newly launched two-for-one privileges programme set to be the biggest mobile marketing project of its kind in India. The programme which gives Hutch subscribers access to exclusive offers across retail partner in Mumbai will be powered by Active Media Technology’s RAPOS (redemption at point of sale) mobile coupon platform.

Hutch Essar, a joint venture between Hutchison Telecom, part of Hutchinson Whampoa, and the Essar Group is India’s leading cellular service. Close to 400 retail outlets in Mumbai, spanning entertainment, cinema food, and lifestyle, have signed up to participated in Hutch Tuesday. Under the terms of the privileges program subscribers will receive exclusive two-for-one offers on a Tuesday and other ancillary offers the rest of the week to be redeemed at participating stores.

ActiveMedia Technology’s patent pending RAPOS™ real-time m-coupon authentication technology will power the initiative. The technology includes an m-coupon authentication and redemption application preinstalled on customised handsets located at participating retailer partners.

To use the service Hutch customers text the short code 123, call the Hutch voice portal on 123500 or visit PlanetHutch (WAP site) to download a m-coupon in the form of a SMS. The mobile voucher is then presented at the point of sale at the participating outlet and the special offer is redeemed.

ActiveMedia Technology powers similar programmes globally and was chosen as Hutch’s partner in India due to its unmatched expertise in the field of mobile coupons and loyalty initiatives.

Raj Singh, Executive Director, ActiveMedia Technology Indiacommented: “ActiveMedia is tremendously excited to be delivering this project for Hutch in India. We have conducted similar campaigns in other countries but an initiative of this magnitude in India represents a powerful endorsement of the potential of mobile coupons across global markets. Our unique closed-loop RAPOS™ platform makes the entire m-coupon operation flexible and seamless, ensuring Hutch can target its subscribers with a totally unique offering.”

Naveen Chopra, Chief Marketing Officer, Hutchison Essar, said “Hutch Tuesday is another advantage that our customers get from being on the Hutch network. While it benefits our customers with good bargains, it also helps our retail partners to increase traffic on otherwise lean Tuesdays. We are delighted to join hands with ActiveMedia Technology and power this initiative of ours with RAPOSTM to deliver and track the m-coupon in real time.”

For further information, please contact:

For ActiveMedia Technology
Rachel Bibby
Sculpt PR
Tel: +44 (0) 207 981 9782
Mobile:+44 (0) 7989 965988
Email: Rachel@sculptpr.com

For Hutch
Malini Sharma
Genesis Burson-Marsteller
M: 98205 51217

About Hutchison Essar Limited
Hutchison Essar Limited, with over 16 million* subscribers after the BPL Mobile Cellular Limited acquisition, is one of the most reputed telecom companies in India. Over the years, it has been named the ‘Most Respected Telecom Company’, the ‘Best Mobile Service in the country’, and the ‘Most Creative and Most Effective Advertiser of the Year’.

*Figures from Cellular Operators Association of India, April 30, 2006

About ActiveMedia Technology
Established in 2001, ActiveMedia Technology has offices in London, New Delhi, Mumbai and Romania and partners in Spain, US, Ireland, Sweden, Germany, & Turkey. The company employs 35 people globally and is the recipient of numerous awards, most notably for its work on the Orange Wednesday campaign. ActiveMedia Technology continues to push the boundaries of mobile marketing offering clients ground breaking solutions with innovative business models.

www.activemediatech.com