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Qualcomm’s BrandXtend Signature Solution Powers MLB Advanced Media’s Mobile Content Offering


MLB Branded Content Available Direct to Fans via BrandXtend

Qualcomm Incorporated (Nasdaq: QCOM), a leading developer and innovator of advanced wireless technologies and data solutions, and MLB Advanced Media, LP (MLBAM), the interactive media and Internet company of Major League Baseball, today announced the launch of a compelling new lineup of mobile content and services for baseball fans, powered by Qualcomm’s BREW® BrandXtend Signature Solution. Fans can now readily browse and purchase content such as team logo and mascot wallpapers, ringtones of famous radio calls, as well as new player images featuring current players and all-time greats. MLBAM’s mobile offerings are available to subscribers of many major U.S. wireless operators and can be previewed, purchased and downloaded at ( or from their favorite team’s official Web site.

Qualcomm’s BrandXtend gives MLBAM a flexible platform for managing its mobile direct-to-consumer content offerings on the Web and a reliable method for delivering content over-the-air to a broad range of mobile devices.

“We continuously strive to provide baseball fans with interactive opportunities to support and connect with their favorite teams and players by personalizing their mobile devices,” said Adam Ritter, vice president of mobile for MLBAM. “We are pleased that the support from Qualcomm, through its BrandXtend platform, provides us more control in managing our mobile content downloads to a wide set of devices. We look forward to leveraging this dynamic platform in the future as we work to distribute additional mobile offerings directly to consumers.”

“Major League Baseball is a great brand that enjoys a fan base as passionate and loyal as any in the world. MLBAM recognizes the value of reaching its fans through wireless technology, and we are thrilled to collaborate with them in their launch of the first commercial service based on Qualcomm’s BrandXtend platform,” said Brian Dunphy, head of brand and affinity relations for Qualcomm Internet Services. “As demand for advanced mobile content continues to grow, the entire wireless industry can benefit from the creation of new discovery avenues through which consumers can find and purchase relevant content. Fostering this demand is what Qualcomm is seeking to enable with BrandXtend.”

BrandXtend opens new channels for branded media, entertainment, music and game companies to deliver their content to consumers. A key aspect of BrandXtend is that it provides end users with a reliable and easy-to-use platform for the discovery and delivery of compelling mobile content. BrandXtend is aimed at driving the uptake of mobile content both on- and off-deck, and Qualcomm is collaborating with major brands to bring exciting, new content to operators and end-users while also supporting the growth of Qualcomm’s operator-managed mobile data offerings.

BREW solutions change the way people relate to wireless data services. By enabling the discovery and delivery of high-value content, BREW creates opportunities for the wireless industry to enhance consumers’ mobile data experience. Qualcomm’s comprehensive and targeted BREW Signature Solutions offer reduced time to market and lower capital investment for companies providing mobile products and services. Customers also can benefit from several modular BREW offerings, including uiOne™, deliveryOne and QPoint™, which provide the foundation for customer-differentiated wireless data capabilities.


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