Sybase 365 Enhances Mobile Customer Relationship Management (mCRM) Services to Enterprises Worldwide

Expands End-to-End Enterprise Messaging Services to Enable Enterprises to Communicate, Market, Deliver, Measure and Transact with Customers via a single solution

BARCELONA, SPAIN — GSMA MOBILE WORLD CONGRESS — Sybase 365, a subsidiary of Sybase, Inc. (NYSE: SY), the global leader in mobile messaging and mobile commerce services, today announced the availability of an expanded portfolio of mCRM tools and services, enabling enterprises to engage customers throughout the entire customer lifecycle, using the mobile channel.

In a recent global study commissioned by Sybase 365, when asked to identify the services they would most value, 40 percent of respondents said receiving offers and coupons delivered by mobile. This was the second most desired choice, after emergency alerts (55 percent) with buying cinema/theatre tickets via the mobile in third place (39 percent).

Expanding its robust mobile marketing and mobile messaging services, Sybase 365 enables Enterprises to drive mobile coupons, mobile loyalty programs, enable mobile payments, and undertake customer research via the mobile device, across a single platform, increasing insight into consumer preferences and improving customer acquisition, retention and loyalty.

The mobile payments component of the solution supports a wide variety of mobile and POS payment systems, providing brands and retailers with easy and convenient payment, redemption and transactions options, to maximize their marketing campaigns.

“Delivering a more sophisticated portfolio of Enterprise Services will help brands and retailers engage with consumers throughout the customer lifecycle, from creating awareness to acquisition/purchase, post customer support, evaluating customer purchase behaviours and driving repeat business through a complete end-to-end solution,” said Marty Beard, President of Sybase. “Enterprises are better able to make the best use of their marketing budgets while continually enhancing the customer experience, and driving sales and customer loyalty.”

In addition to Sybase 365’s mobile marketing, mobile advertising, and mobile messaging capabilities, Sybase 365 has integrated specific capabilities to complement cross-campaign marketing initiatives and customer relationship programs, including:

* Mobile Coupon/Voucher Module: Enterprises are able to reach any customer on any mobile operator network through SMS-based mobile coupons. The solution requires no additional hardware and integrates with all payment systems.
* Mobile Loyalty Module: Enterprises can now leverage a more advance tracking capability which analyzes and reports the usage and redemption of mobile coupons and marketing programs. Customers can easily manage point allocation, tapping into loyalty points systems from existing programs for easy integration across all marketing channels.
* Mobile Research Module: Customers will be able to execute surveys and other interactive customer campaigns to build valuable customer profiles, which can be used to determine lifestyle preference and drive targeted product recommendations.
* Mobile Payments Module: Customers can immediately act on offers they receive by purchasing goods/services, redeeming offers, or processing loyalty offers - all at the point of sale as well as on their mobile device.

To learn more about Sybase Enterprise Services, visit Sybase 365 at

* GSMA Mobile World Congress, Barcelona, Spain - February 15 – 18, Hall 2, Booth 2A15
* Email: info365@sybase.com

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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 850 operators and 4 billion subscribers around the world. For more information, visit: www.sybase.com/365. Read our blogs: http://blogs.sybase.com

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, Inc. and its new products, 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 mobile telecommunications services sales; 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. These and other risks are detailed from time to time in Sybase’s Securities and Exchange Commission filings, including, but not limited to, its annual report on Form 10-K and its quarterly reports on Form 10-Q (copies of which can be viewed on Sybase’s Web site).