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Ericsson selected as billing partner for Sulake Corporation


May 8, 2006, Interactive entertainment company Sulake has chosen Ericsson’s (NASDAQ:ERICY) Internet Payment eXchange (IPX) content billing and payment solution for its Habbo Hotel virtual meeting place and gaming environment. IPX will be used to support premium SMS and WAP payment services in Scandinavia.

Sulake Corporation specializes in developing, publishing and distributing multi-player online communities and games such as Habbo Hotel, which has now been introduced in 18 countries on five continents and attracts more than 7.1 million visitors per month.

Aimed at young people, Habbo Hotel users join by creating a fully-customized online character called a Habbo. From there, they explore the many public areas, play a wide range of games, connect with their friends, decorate their rooms, dance by the pool and, most of all, have fun by being creative. The attraction of Habbo Hotel lies in the community camaraderie and the opportunity for self-expression.

Connecting to Ericsson’s IPX platform allows Sulake to commercialize its content, regardless of which operator their customers use. Users can conveniently pay for a wide range of premium services via their regular mobile phone bill or prepaid subscription. Operators benefit from increased traffic and billing revenues, as well as lower administration costs, while consumers get an easy way to buy Habbo content.

Ken Le Drew, eCommerce Director, Sulake Corporation Oy, says: “We are pleased to partner with Ericsson. They offer a very robust and secure mobile payment channel for Sulake. We like their track record. In addition to Norway, Denmark and Sweden, Sulake is already working with Ericsson IPX in Singapore and Portugal and we will also soon launch the IPX solution in Malaysia. Ericsson is a key payment and distribution partner for Sulake, given its platform stability and online-billing availability.”

Björn Zethraeus, Vice President, Sales and Marketing, IPX at Ericsson, says: “Ericsson is proud to cooperate with such an innovative company as Sulake and be a part of the creation of new-generation interactive services. The Ericsson IPX solution simplifies business models and is cost-efficient while leveraging business and generating new revenue streams.”

Ericsson IPX is available to more than 650 million mobile subscribers in 21 countries, with new markets being added monthly. Ericsson IPX is a non-branded, white-label service that comprises billing and mobile connectivity via SMS, MMS, Web and WAP.

Ericsson is shaping the future of Mobile and Broadband Internet communications through its continuous technology leadership. Providing innovative solutions in more than 140 countries, Ericsson is helping to create the most powerful communication companies in the world.


About Sulake Corporation
Sulake was established in 2000 and has more than doubled its annual revenues each year since then. The main shareholders in Sulake include Taivas Group, 3i Group plc, Elisa Group and Benchmark Capital, followed by company founders Sampo Karjalainen and Aapo Kyrölä, Sulake’s CEO Timo Soininen, and other personnel.

Sulake has localized Habbo Hotel communities in 18 countries on five continents: North America, South America, Europe, Asia and Australia. The company headquarters are in Finland and there are Sulake offices in 17 countries. Sulake has more than 250 employees worldwide.

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