MYSL My Screen Mobile Inc (CE)

MyScreen Mobile, Inc. (MyScreen) (PINK SHEETS: MYSL)(FRANKFURT: WICI) today announced the launch of its new interactive mobile advertising technology in Brazil with Claro. MyScreen's first-of-a-kind patent-pending advertising platform delivers full-screen advertisements to the mobile phones of opt-in subscribers and provides them with rewards such as free services, special offers and discounts.

As part of the launch, Claro will be inviting specifically targeted device owners to sign up for the service, and is offering FREE SMS messages as a reward for registration. Subscribers will continue to earn points for ongoing participation that are exchangeable for Claro services.

MyScreen's partnership with Claro, the Brazilian subsidiary of America Movil, Latin America's largest and one of the world's top mobile network operator groups, will position it to serve many of the more than 45 Million Claro customers in Brazil. MyScreen and Claro will share the revenues generated from advertising campaigns.

MyScreen CEO Maurizio Angelone has said: "This is our second major commercial deployment following our launch last month in Mexico and we are very pleased to see all our hard work result in achieving yet another major milestone. We have now started to collect revenue in Mexico, and look forward to doing the same in Brazil shortly."

MyScreen's technology differs from the other mobile advertising vehicles that are currently available, as MyScreen's ads are:

--  Full-screen, visually engaging graphics that convey the advertisers'
brand image
--  Delivered in a non-shared advertising environment that provides brand
exclusivity. MyScreen ads are delivered at the end of every call and
offer better visibility than SMS texts or banner ads.
--  Designed to enable consumers to respond directly to the ads with
MyScreen's proprietary "ad value hot keys" functionality. MyScreen ads
have generated click thru rates (CTR's) that exceeded 20 percent.
MyScreen greatly outperforms Internet CTR's, which are widely known to
average less than 1 percent. According to the latest industry data, the
average CTR is only .1 percent.
--  Individually targeted to match each subscriber's self-created
demographic and psychographic profiles, making the ads highly relevant
to their unique interests and lifestyles
--  Incentive-based, with subscribers accumulating reward points for every
ad they view on their phones. Points are redeemed in the form of free
and bonus telecom services provided by the operator. Exclusive "made-
for-MyScreen" offers, such as free trial products or special promotional
pricing, are provided by participating advertisers.

Moreover, MyScreen's mobile advertising solution is designed to integrate seamlessly without interrupting users' regular call behaviors. Subscribers choose the type of content and ads they receive from categories such as sports, entertainment, lifestyle and health. Advertisers can use MyScreen's unique "ad value hot keys" to raise brand awareness, launch products and services, promote special offers, generate traffic to retail locations, improve customer loyalty and drive sales. MyScreen has secured agreements with operators who currently have 182 million mobile subscribers under contract and expects that number to increase significantly during the next 12 months.

About MyScreen

MyScreen (PINK SHEETS: MYSL)(FRANKFURT: WICI) is a first-of-a-kind mobile advertising technology platform that provides advertisers with a new channel for reaching consumers. Its unique patent-pending technology delivers full-screen, incentive-based ads directly to the mobile phones of opt-in subscribers. The visually engaging ads target subscribers based on their demographic and psychographic profiles and provide them with rewards such as free services, special offers and discounts. As mobile innovators, MyScreen has forged extensive advertiser and operator relationships and functions as an industry advocate. Through its mobile marketing consultancy, the MyScreen Agency, the company collaborates with traditional ad agencies and brand advertisers to optimize their mobile advertising programs. For more information, visit www.MyScreen.com.

Contacts: Media Contacts: MyScreen Mobile, Inc. Brian Field brianf@myscreen.com www.MyScreen.com