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Sybase 365 Named “mCommerce Innovator of The Year” at 2009 Telecom Asia Readers’ Choice Awards


Company Honoured for Innovation in Special Editor Recognition Award

HONG KONG, CHINA - Sybase 365, a subsidiary of Sybase, Inc. (NYSE: SY), the global leader in mobile messaging and mobile commerce services, today announced it has won the Special Editor Recognition Awards: MCommerce Innovator of the Year, at the 2009 Telecom Asia Readers’ Choice Awards, held in a ceremony at the Conrad Hotel in Hong Kong.

“We expanded this year’s awards to cover the fast-growth area of mCommerce, and weren’t surprised to see Sybase 365 receive twice the number of nominations from analysts than any other company,” said Joseph Waring, Telecom Asia group editor. “Selecting Sybase 365’s project with Celcom on AirCash, the first USSD-based commercial mobile financial service in Asia, as mCommerce Innovator of the Year was an easy choice for my team.”

Sybase 365 provides an end-to-end solution for mCommerce opportunities in mBanking, mPayments and mRemittance in both developed and emerging markets, enabling subscribers to pay, buy, bank and remit money with a mobile device.

“We’re very pleased and honoured to be recognized by Telecom Asia with this important award,” said Matthew Talbot, vice president, mCommerce, Sybase 365. “There is certainly a lot of interest in Asia, and around the world about mobile commerce, from financial institutions, mobile operators and enterprises. We are seeing a definite surge in uptake as new services are launched and consumers become more comfortable with using their mobile as a transaction device.”

The Telecom Asia Readers’ Choice Awards are held annually to recognize the technology innovations and contributions to the industry of the top telecom vendors operating in Asia Pacific. Nominations were made by 56 analysts and consultants from September to October. The Telecom Asia’s editors consulted with a team of analysts to create a shortlist for each category; then opened voting to its online subscriber base of service providers across Asia in late October 2009.

Recently, Sybase 365 was also named as a finalist in the ‘Best Mobile Money Service’ category for Celcom AirCash mobile payments service at the GSMA Asia Mobile Awards 2009, during the Mobile Asia Congress in Hong Kong.

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Notes to Editors
For further information on the mobile commerce opportunity and eco-system, download a free copy of the Edgar, Dunn & Company/Sybase 365 whitepaper entitled ‘Realizing the Full Potential of Mobile Commerce’

About Sybase 365
Sybase 365, a subsidiary of Sybase, Inc. (NYSE: SY), is the global leader in enabling mobile information services for mobile operators, financial institutions and enterprises. We provide our customers with the widest offering in SMS, MMS and GRX interoperability, end-to-end mobile commerce solutions, innovative text messaging, mobile marketing and content delivery services. Sybase 365 processes more than 1.3 billion messages per day, reaching 800 operators and almost 4 billion subscribers around the world. For more information, visit: Read our blogs:

Sybase and Sybase 365 are trademarks or registered trademarks of Sybase, Inc. All other company and product names mentioned may be trademarks of the respective companies with which they are associated. ® indicates registration in the United States.

Forward-Looking Statements
Certain statements in this release concerning Sybase 365 and Sybase, Inc. and their new products, new business relationships, prospects and future growth are forward-looking and involve a number of uncertainties and risks. Factors that could cause actual events or results to differ materially from those suggested by these forward-looking statements include, but are not limited to, the performance of the global economy and growth in sales of mobile banking and mobile commerce products and services; market acceptance of the company’s products and services; customer and industry analyst perception of the company and its technology vision and future prospects; the success of certain business combinations engaged in by the company or by competitors; political unrest or acts of war; possible disruptive effects of organizational or personnel changes; and other factors described in Sybase, Inc.’s reports filed with the U.S. Securities and Exchange Commission, including its annual report on Form 10-K for the year ended December 31, 2008 and its quarterly reports on Form 10-Q for the three-month periods ended March 31, 2009 and June 30, 2009.


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