Pelephone’s “Content Worlds” become reality with Alcatel-Lucent technology

Alcatel-Lucent 5920 Multimedia Content Manager supports music, video and multimedia services on 2.5G and 3G networks using a single platform

Paris — Alcatel-Lucent (Euronext Paris and NYSE: ALU) today announced that in collaboration with Pelephone Communications, an innovative mobile operator in Israel, it has completed the deployment of the Alcatel-Lucent 5920 Multimedia Content Manager (MCM), the platform that will support Pelephone’s next generation multimedia service delivery. The operator will benefit from one single system, managing content services for the exiting CDMA/EV-DO network. The system will integrate all of the operator’s innovative content services, including marketing, merchandising, delivery and streaming of video, music and other multimedia content.

By collapsing existing independent content management systems on to a single, future-proof platform, the Alcatel-Lucent solution will enable Pelephone to significantly minimize capital and operating expenditures. Simplifying and consolidating the content management process will also enable Pelephone to rapidly introduce new services including bundling various content types into a single purchasable package. Also DRM (Digital Right Management) and maintenance will be easily managed.

Alcatel-Lucent delivered its 5920 MCM as a turnkey project, leading all phases including project management, software and application integration, installation, testing and commissioning, and maintenance.

“Pelephone is a pioneer in mobile communications in Israel, always looking for the most innovative solutions enabling rapid and efficient delivery of new services to our demanding customers,” said Guy Bauman, VP content and product of Pelephone. “Our approach is to proactively support end users, making ‘Content Worlds’ more accessible by offering personalized and affordable services.”

“As content availability and complexity grows at a break-neck pace there is a need for efficient mobile multimedia service solutions that enable the most sophisticated marketing strategies,” said Pierre Barnabé, President of Alcatel-Lucent’s activities in France, Iberia & Italy. “The Alcatel-Lucent 5920 MCM helps achieve both the goal of personalized services to the end users and the need for a scalable, open and flexible solution that increases the efficiency of the service providers.”

The Alcatel-Lucent 5920 Multimedia Content Manager enables service providers to manage and orchestrate the delivery of all their content services (applications, video, music, ringtones, information, etc.) to end users based on individual preferences, thereby integrating and enhancing the end user’s experience. It enables managing, marketing, selling and delivering content and services across various media for various market domains and is evolving into a central multi-screen content platform.

About Pelephone
Pelephone Communications Ltd is a leading cellular communications provider in Israel, with more than 2.6 million subscribers. As the nation’s first cellular operator, Pelephone pioneered Israel’s cellular communications revolution, resulting in one of the world’s highest market penetrations of mobile phones. The company has maintained its leadership position by introducing a leading edge CDMA/EVDO Network. Pelephone’s offering to its customers includes a large variety of targeted and innovative content and services. For more information, please visit external linkhttp://www.pelephone.co.il/

About Alcatel-Lucent
Alcatel-Lucent (Euronext Paris and NYSE: ALU) provides solutions that enable service providers, enterprise and governments worldwide, to deliver voice, data and video communication services to end-users. As a leader in fixed, mobile and converged broadband networking, IP technologies, applications and services, Alcatel-Lucent offers the end-to-end solutions that enable compelling communications services for people at home, at work and on the move. With operations in more than 130 countries, Alcatel-Lucent is a local partner with global reach. The company has the most experienced global services team in the industry, and one of the largest research, technology and innovation organizations in the telecommunications industry. Alcatel-Lucent achieved revenues of Euro 17.8 billion in 2007 and is incorporated in France, with executive offices located in Paris. For more information, visit Alcatel-Lucent on the Internet: http://www.alcatel-lucent.com