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Sybase 365 Showcases Innovative and Targeted SMS Mobile Advertising Service


Next Generation SMS Ad Exchange Enables Hyper-targeting, Streamlining and Monetizing SMS-Based Advertising Campaigns

BARCELONA, SPAIN — MOBILE WORLD CONGRESS — Sybase 365™, a subsidiary of Sybase, Inc. (NYSE: SY), the global leader in mobile messaging services announced today it will preview its new mobile advertising service at the GSMA Mobile World Congress currently underway in Barcelona. This revolutionary mobile advertising service provides added value for content publishers, advertisers, operators and end-users with dynamic, targeted, ad-funded content across SMS communication channels with MMS to follow later this year. Enterprises can also use the service to self advertise. For example, a bank can insert an SMS ad into its regular account alerts to customers highlighting new products or services.

Sybase 365 SMS Ad Exchange is an innovative new service in the company’s AvantGo Mobile Advertising Services product offering. SMS Ad Exchange offers an easy web-based user interface that connects to the Sybase 365 global messaging operator-grade network. This new service allows advertisers to contact and target end-users with appropriate and relevant advertisements on mobile devices. In addition, SMS Ad Exchange offers easy integration, providing a single source for ads and messages to be combined with other mobile web and WAP solutions.

“This new service allows advertisers to reach an untapped audience in a very targeted way, resulting in higher response rates, and track-able campaign results,” said Michael Kurtzman, Managing Director of AvantGo Mobile Advertising Services for Sybase 365. “Sybase 365 is at the forefront in offering a new level of innovation in mobile advertising. SMS Ad Exchange brings together the entire value chain – publisher, advertiser and operator - and ultimately gives subscribers a great experience.”

To learn more about Sybase 365 SMS Ad Exchange, visit Sybase 365 at
GSMA Mobile World Congress, Barcelona, Spain
February 16 – 19, Hall 2, Booth 2A15

About Sybase 365
Sybase 365, a subsidiary of Sybase, Inc. (NYSE: SY), is the global leader in SMS, MMS and GRX mobile messaging interoperability, the delivery and settlement of SMS and MMS content, mobile commerce and enterprise-class messaging services. Processing more than 200 billion messages per year, Sybase 365 reaches more than 700 mobile operators and 3 billion subscribers around the world. For more information, visit:
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Sybase and Sybase 365 are trademarks or registered trademarks of Sybase, Inc. ® indicates registration in the United States. All other company and product names mentioned may be trademarks of the respective companies with which they are associated.

Forward-Looking Statements
Certain statements in this release concerning Sybase, Inc. and its 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 software industry 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; 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, 2007.


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