Sybase 365 Powers Mobile Broking Service in Australia for Bell Direct
Company Chosen For New SMS Service Based On Superior Reliability, Security, And Support
SYDNEY, Australia — May 2008 — Sybase 365, a subsidiary of Sybase, Inc. (NYSE: SY), the global leader in mobile messaging services, today announced that Bell Direct, Australia’s newest stockbroker, has chosen the company to power its new mobile share trading platform.
The service enables stockbrokers to trade shares by simply sending an SMS text message. With its operator-grade global network, Sybase 365 acts as the gateway between Bell Direct’s trading platform and investors’ mobile phones, resulting in superior security, service and support for Bell Direct’s clients.
“Sybase 365 was our first choice as we wanted the most reliable partner to make our mobile trading program a success right from the beginning,” said Lee Muco, COO at Bell Direct. “We expect to see a healthy adoption rate for our mobile service, due to the popularity of text messaging in Australia.”
Bell Direct’s mobile broking service integrates seamlessly with the company’s online trading platform. Investors submit their order by SMS and receive a confirmation on return. To identify themselves, they enter a PIN number before trading their shares. The text-based order becomes a registered trading process in the corporate order management system. The service is free, with customers paying only for a standard SMS, currently 55 Australian cents.
“Worldwide, the financial services industry is increasingly recognizing the value of mobile services for customer interaction and loyalty,” Jo Rich, regional director, Sybase 365 Australia and New Zealand. “The relationship with Bell Direct is another milestone for Sybase 365 as a preferred global provider of enterprise-class mobile services for financial institutions, directory assistance services, airlines, call centers and more.”
Sybase is a trusted partner for some of the world’s biggest banks, providing integrated services to more than 200 of the world’s leading financial institutions. Sybase 365™ operator-grade network reaches more than 700 mobile operators around the world and 2.4 billion mobile subscribers.
Sybase and Sybase 365 are trademarks of Sybase, Inc. All other company and product names mentioned may be trademarks of the respective companies with which they are associated.
Statements concerning Sybase 365’s future prospects, products and business relationships are forward-looking statements that involve a number of uncertainties and risks and cannot be guaranteed. Factors that could ultimately affect such statements are detailed from time to time in the Sybase, Inc. consolidated 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 the Company’s web site).
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