Telenor launches new store concept in Norway

Fornebu - Norway's first two Telenor stores open in Sandvika and Storo today. The stores will provide ordinary people with a better understanding of how communication technology can make life easier.

"The idea behind the stores is to help people exploit the potential inherent in the products and services Telenor provides. The opportunities provided by telecommunications are currently so vast that many people are having trouble keeping up with them. We will demonstrate just how simple it can be," says Svein Henning Kirkeng, Private Markets Manager at Telenor in Norway.

In the Telenor stores in Norway people will be shown the possibilities that new technology can offer them in a simple and user-friendly way. This applies not only to mobile phones but also PCs, the Internet and fixed line telephony. In time, even TV services - on almost everything to do with screens - will become part of the Telenor store concept.

Best at service
The staff at the Telenor stores will go the extra mile to provide service, and people will feel that they are being taken care of.

"A great deal of the technology available at present is new and unfamiliar to many, and we know how frustrating it can be not to get the help you need and expect. This is the reason why service and competence are the most important cornerstones of the new Telenor stores. The customer must feel secure in the knowledge that complex home solutions will work optimally once they get home. We will care about the customer, even after the sale has been completed," says Kirkeng.

Family-friendly
The stores will be among the most modern in Norway, and will have a 52-inch screen where customers can navigate their way inside a virtual home and learn more about the possibilities available for their homes in the form of Telenor products.

"We plan to establish a chain of stores in towns and urban areas. We will lead everyone safely into our world of solutions. This is why the stores are equipped with simple and entertaining guides to solutions that can create a smoother day," says Kirkeng.

The stores have a separate area for kids which makes them well-suited to families. The kids can play around with technology while the parents get to know the store.

20 stores in the course of 2012
Two stores will open today, one in Sandvika Storsenter in Bærum and one in Storo Storsenter in Oslo. This marks the start of building a chain of Telenor stores in Norway, hopefully Telenor has established 20 stores in the course of 2012.

The Telenor stores in Norway will be franchised. Kjedehuset AS has been selected as the operating partner; they currently also run Telekiosken, Mobildata and Nordialog based on the same model.

— WebWireID122289 —

Vodafone Introduces Portable Mobile Wi-Fi and Mobile Broadband Device

Vodafone today announced the launch of its new Digital Living Network Alliance (DLNA) certified Mobile Wi-Fi device, the R201. The first of its kind, the R201 enables five Wi-Fi enabled devices to simultaneously share digital content which a customer has stored on the device, and access the internet via a Vodafone Mobile Broadband connection.

The R201 comes with embedded DLNA software, allowing Vodafone customers to view their digital content, such as music, video and photos, across all DLNA compatible devices, including laptops, netbooks, mobile phones, gaming devices, TVs and radios.

DLNA is a standard used to enable the sharing of digital media between different consumer electronic devices. For example, a DLNA compliant TV can interoperate with a DLNA compliant PC to play music, photos or videos. The specification also includes Digital Rights Management (DRM), to ensure that content is protected from unauthorised copying and use.

The device is particularly attractive to Small and Home Office workers as it can be used to map network drives and share files boosting their collaborative capabilities on the move. Thanks to embedded Samba Software, the device can effectively be used as a mini Linux server once an SD memory card is inserted. The device supports SD memory cards of up to 32GB which can be purchased separately.

The DLNA certified Vodafone Mobile WiFi hotspot acts as a central hub for storing digital content, from pictures, video, music and document files and sharing and displaying them on any other WiFi enabled, DLNA certified device in the home or in the office.

The device will be available in various countries where Vodafone operates during 2010. The device comes with a robust, contemporary industrial design, featuring an onboard display which allows the user to monitor connectivity information, as well as battery strength, signal strength and the number of active connected devices.

'The Vodafone R201 Mobile WiFi device enables our customers to take the WiFi connectivity experience they have at home or in the office everywhere with them, thanks to Vodafone Mobile Broadband,' said Huw Medcraft, Vodafone's Director of Mobile Broadband. 'By adding DLNA compatibility to the device, it becomes much more than a connection to the internet, by enabling users to connect to their other WiFi enabled DLNA devices and wirelessly share and enjoy their digital content, no matter where they are. We know that consumers in particular now have an array of Wi-Fi enabled devices that they use both at home and on the move - the R201 allows them to use them all in a highly convenient way.'

Vodafone has integrated the award winning Twonky Application, developed by PacketVideo. Twonky's advanced connectivity includes but is not limited to DLNA standards, UpNP and proprietary protocols. It provides a seamless experience for digital media sharing on compatible home and mobile devices. By using Twonky, Vodafone customers can enjoy their media in multiple ways - see it, play it, hear it and share it with ease.

About Vodafone
Vodafone is one of the world's largest mobile communications companies by revenue with approximately 347 million proportionate customers as at 30 June 2010. Vodafone currently has equity interests in over 30 countries across five continents and over 40 partner networks worldwide. For more information, please visit www.vodafone.com.

— WebWireID121822 —

Sam’s Club® Enhances Member Experience with Technology

Bentonville, Ark. - As part of its commitment to deliver the best possible shopping experience, Sam's Club today announced plans to upgrade all of its U.S. locations with Wi-Fi by November. The announcement was delivered to more than 2,200 Sam's Club associates from the field and Home Office gathered at the Orlando Convention Center for the company's Annual Holiday Meeting, which showcases holiday merchandise and details plans for the season.

AT&T* will provide Wi-Fi to Sam's Club, which will allow its members greater use of their Wi-Fi enabled smart phones while shopping and enable associates to demo new IPTV's (internet TV's) as well as other internet connected devices in real time. Members may view their favorite web application such as Facebook™, Pandora™ or Vudo™ on large screen TV's to better understand how it would appear at home. In addition, hundreds of product reviews will now be accessible in-club as well to help members research potential purchases and access samsclub.com. Sam's Club is also upgrading to 1080p HDTV displays, to provide an improved and more realistic picture quality. Sam's Club is the first warehouse club to offer live IPTV demos and carry a 1080p broadcast signal. Sam's Club expects to showcase 3D TV's in all locations and online next month.

'Our members are early adopters of technology and electronics, and we're excited to deliver an improved experience in our clubs,' said Brian Cornell, president and CEO, Sam's Club. 'This investment in connectivity allows us to showcase the high quality brands we offer in a new engaging way, provide an enhanced level of service and brings to life our promise to our members of Savings Made Simple.'

Sam's Club also announced plans to offer a comprehensive smart phone application (app) for the iPhone, BlackBerry and Droid platforms. The app will include several features such as access to eValues, which are extra discounts loaded directly onto the Plus Membership cards, product information, member reviews and more. The Sam's Club app will make it easier for members to make the right choices on products throughout the club as well as foster greater member interaction with Sam's Club. The Sam's Club app will be available in September. Additional functionality details will be communicated soon.

The use of Sam's Club Tech Experts will be expanded as a result of the new capabilities to provide advanced training for in-club electronics associates. Sam's Club members may use Tech Experts 24/7 for free, by calling 877-758-4346 to get pre and post sale consultations on dozens of electronics items from computers to home theater systems. Members may also get information on items regardless of where they were purchased. In addition to providing no cost tech support, Tech Experts also can provide Sam's Club members with delivery and installation of electronics from basic to custom plans.

'These initiatives combined with additional associate training in Electronics will have a positive impact on every product category within the department,' said Joe Hartsig, vice president, Electronics at Sam's Club. 'We'll be able to enhance how our members experience electronics and deliver an increased level of service as technology choices become more complex.'

B-Roll: Sam's Club Enhances Shopping Experience with Technology

About Sam's Club

Sam's Club is a division of Wal-Mart Stores, Inc., (NYSE:WMT). The first Sam's Club opened its doors in Midwest City, Okla., in 1983. Today, Sam's Club serves more than 47 million U.S. Members with locations nationwide, as well as in Brazil, China,

Mexico and Puerto Rico. Sam's Club saves its members on average 30.4 percent over grocery and specialty retailers by offering superior values on quality merchandise and services for home or work. Saving is made simple at Sam's Club. Visit samsclub.com for more information.

About AT&T

AT&T products and services are provided or offered by subsidiaries and affiliates of AT&T Inc. under the AT&T brand and not by AT&T Inc.

— WebWireID121209 —

Droid X, Still Available Online

The Droid X, launched on July 15th, was almost immediately sold out. Just about two weeks later, Verizon is still struggling to get it back on shelves.

"There are still small inventories available," said cell phone consultant Chris Andrews, "But it can be really hard to find them. The Droid X has been a huge hit with consumers.'

Andrews, who tracks cell phone availability and pricing on his website, says the Droid X is still available at a price of $179 (with purchase of a two year Verizon plan).

Daily updated information is on his site at: http://www.andrews.com/cell-phones/phone/Droid_X-Verizon.html

While Verizon itself is sold out, 'Some Verizon authorized dealers bought huge inventories up front,' according to Andrews, 'even those supplies are dwindling down.'

The Droid X situation mirrors Verizon's inventory issues with it's Android based Droid Incredible. Both are backordered into August shipping dates. This even though Verizon had assured consumers that they had plenty of Droid X in stock and a second wave of inventory ready to go.

With the popularity of the Droid X, some analyst have speculated that part of the Droid X shortage may be caused by consumers with Droid Incredible backorders switching to the Droid X. Something that would have been avoided if the supply chain was in better shape.

"For consumers that miss out on getting the Droid X while it's still available online, the only choice left will be backordering, either online or in stores," stated Andrews, "But there is no telling exactly how long the wait may be.'

— WebWireID120567 —

Kensington Announces Five Universal Smartphone Accessories to Boost Productivity No Matter Where Work Takes You

Always on functionality and all in one design transform Blackberry®, Nokia®, Motorola®, Samsung®, HTC® and other smartphones into valued productivity tools

Redwood Shores, Calif. - Kensington Computer Products Group, a worldwide leader in mobile computing accessories, today announced five universal products for smartphones that will enable business users to maximize their productivity anywhere, anytime. The productivity enhancers include a brand new battery pack small enough to fit in your pocket, a USB car charger to keep clutter at bay, a car mount to keep your smartphone safe and within reach and two cables that offer clear, clean sound from your car stereo.

Today's smartphones empower users to do so much more than just facilitate a phone call. In the palm of your hand you can read and send email, access the web, contacts, view and edit documents or utilize GPS apps to quickly get you to your next meeting. This increase in multitasking abilities for professionals who conduct business on the road and outside the traditional office has created a new demand for standardized accessories that fit all user needs - from Blackberry, to Nokia, HTC or Samsung. The all-in-one functionality and universal power provided by Kensington is a natural complement to the next generation of smartphones that demand 'always on' capability and productivity.

According to recent Gartner research, smartphones are on track to be the dominant trend in the handset market as costs fall and performance increases. By 2013, smartphones will out ship laptops by over 2:1. Additionally, the flexibility and power of smartphones underlie many new mobile applications and business models.

"At Kensington we understand that life is busy and on the go, all of the time, so our products must support mobile professionals with the right features to enhance not only their smartphone but the productivity apps they rely on as well," said Jim Murakami, Global Product Manager, Kensington. "We give you everything that you need and nothing more. Regardless of where you conduct your business, you can break free of the tether that keeps you at a computer or desk," said Murakami.

Kensington Smartphone Accessories:

Kensington Pocket Battery for Smartphones (K38056US; SRP $39.99)
Slip the Kensington Pocket Battery for Smartphones into your pocket and you have everything you need to give your Blackberry, Nokia, Motorola, Samsung, HTC, LG or other smartphone a fresh charge. The Pocket Battery for Smartphones adds 4.5 hours of additional talk time (based on the Blackberry Storm).

* Includes built-in mini and micro USB charging cables
* Rechargeable, light and incredibly thin
* USB charging tip built right in for recharging, so there are no parts to lose

Kensington USB Car Charger (K39242US; SRP $9.99)
Charge your Blackberry or any other USB-powered device without cluttering up your car. The Kensington USB Car Charger has all the power you need in an ultra low profile design that integrates into your vehicle's interior.

* Charges any USB-powered device, including mobile phones/smartphones, iPhone, iPod, MP3 players and more
* Lightweight and ultra-low profile
* LED power indicator

Kensington Universal Windshield/Vent Car Mount for Smartphones (K39217US; SRP $29.99)
Give your smartphone a secure place to ride-even when it's in a case. The Kensington Windshield/Vent Car Mount for Smartphones installs in seconds and keeps your smartphone within easy reach.

* Oversized suction cup is strong enough for even the roughest roads
* Vent mount included for an optional place to mount your smartphone
* One-button quick release lets you grab your smartphone and go
* Cradle pivots for vertical or landscape modes

Kensington Noise-Reducing AUX Audio Cable (K39203US; SRP $19.99)

The only humming inside your car will be yours thanks to the Kensington Noise-Reducing AUX Audio Cable. The direct AUX (auxiliary) connection and noise reducing technology combine to deliver clear, clean sound through your car's stereo.

* Reduces hum from your car's electrical system
* Provides a direct connection to your car's AUX (auxiliary) port for pure sound
* Cable braiding for strength, durability and limited tangle
* 4-ft long, 3.5mm audio cable

Kensington AUX Audio Cable (K39202US; SRP $9.99)

A direct connection from your iPhone to your car stereo means cleaner, clearer sound. The cable braided Kensington AUX Audio Cable plugs into the standard 3.5mm AUX (auxiliary) port on your car stereo and the headphone jack on your iPhone or iPod. Taking your tunes on the road has never sounded better.

* Provides a direct connection to your car's AUX (auxiliary) port for pure sound
* Cable braiding for strength, durability and limited tangle
* 4-ft long, 3.5mm audio cable

Product Availability
These Kensington smartphone products are currently available for pre-order at Amazon.com, and will be available soon at Kensington.com and other major retailers. For additional information on the new and existing line of Kensington products, please visit http://www.us.kensington.com.

Follow Kensington on Twitter @KensingtonZone

Kensington
smart made simple (www.kensington.com)

Wherever technology takes you, personalize it with Kensington, a worldwide leader in smart made simple computing accessories. Kensington makes smart, intuitive, and stylish computing accessories for laptops, netbooks and desktop computers, MP3 players, iPod, iPad and iPhone. Kensington's offering of products range from laptop security locks, power adapters, mice, keyboards and trackballs to universal docking stations, desktop accessories, carrying cases and iPhone/smartphone accessories. Kensington Computer Products Group, headquartered in Redwood Shores, California, is the technology division of ACCO Brands (NYSE: ABD), a world leader in branded office products, with products marketed in more than 100 countries across the globe. For more information, visit the Kensington web site at kensington.com or call Kensington toll-free at 1-800-235-6708.

— WebWireID120256 —

Cardmobili Grows Loyalty and Member Card Service in North America

Company adds more than 100 membership, loyalty, rewards and association cards within first two weeks to bring global total to more than 650

Minneapolis, MN and Porto, Portugal – July 20, 2010 – Cardmobili, a leading provider of mobile loyalty and member services, today announced more than 100 new cards have been added to its service, bringing the total available in North America to more than 400 brand name cards and over 650 worldwide. Cardmobili (www.cardmobili.com) provides a free application that allows consumers to carry loyalty, membership, rewards and association cards on a user's mobile phone.

Within the first two weeks of the service going live, Cardmobili received a multitude of card-issuer suggestions, while users also added specific reward, loyalty and membership cards directly. As the cards are introduced, they become available to other Cardmobili members to add to their account. If a program isn't national or found on the service, users can always create a generic card that contains important program details such as their account number. Recently added cards include those that are regionally focused cards, such as Pike's Nursery and LA Fitness Club to nationally known brands like REI.

'Cardmobili's mobile loyalty application satisfies the on-the-go consumer and we love hearing from our users on what they need to make our service the most valuable to them,' said Helena Leite, CEO of Cardmobili. 'Cardmobili's application is simple and provides immediate value by eliminating the need to carry physical cards and data about the programs that mean the most to individual user. The overwhelming positive response from our users has illustrated that Cardmobili is solving a real problem and filling an emerging need with Cardmobili's mobile loyalty cloud.'

Mobile loyalty is a fast growing market that gives program issuers the opportunity to see higher customer usage, greater program redemption and increased brand loyalty. It also is opening up new channels of communication between retailers, merchants, travel programs and their consumers where users benefit from a greater number of member perks, coupons and special incentives delivered directly to their mobile phone.

Cardmobili is available for the iPhone, iPad and iPod in the U.S. App Store, as well as Java‐based smartphones and feature phones, including popular models from Nokia, Samsung, LG and Motorola. Sign up for the free Cardmobili service at www.cardmobili.com where you can see a complete list of available cards or to request a new card be added to the program.

Cardmobili is available for free in the iTunes store at: http://itunes.apple.com/us/app/cardmobili/id369235886?mt=8
A short video about the Cardmobili service is at: http://www.youtube.com/watch?v=YHOMPik1Yc

About Cardmobili
Cardmobili is a leading provider of mobile loyalty service that improves customer engagement, communication and purchase frequency for retail brands and membership organizations. As a front end application for mobile devices, Cardmobili enables consumers to access their loyalty, rewards and membership information without carrying the physical card. Cardmobili's loyalty and membership cloud is an interactive service that ties directly into card issuers' databases, connects consumers via social media channels and provides a variety of interactive channels to optimize the effectiveness of loyalty programs. More information about Cardmobili is available at www.cardmobili.com.

The Cardmobili logo is a trademark of Cardmobili, SA. The Trademark iPhone is owned by Apple and is registered in the United States and
may be pending or registered in other countries. Cardmobili is not endorsed, sponsored, affiliated with or otherwise authorized by Apple. The cards and programs listed in Cardmobili's service or website does necessarily mean that there is a business relationship or that Cardmobili is endorsed, sponsored or affiliated with the programs listed.

— WebWireID120242 —

Letter from Apple Regarding iPhone 4

Dear iPhone 4 Users,

The iPhone 4 has been the most successful product launch in Apple's history. It has been judged by reviewers around the world to be the best smartphone ever, and users have told us that they love it. So we were surprised when we read reports of reception problems, and we immediately began investigating them. Here is what we have learned.

To start with, gripping almost any mobile phone in certain ways will reduce its reception by 1 or more bars. This is true of iPhone 4, iPhone 3GS, as well as many Droid, Nokia and RIM phones. But some users have reported that iPhone 4 can drop 4 or 5 bars when tightly held in a way which covers the black strip in the lower left corner of the metal band. This is a far bigger drop than normal, and as a result some have accused the iPhone 4 of having a faulty antenna design.

At the same time, we continue to read articles and receive hundreds of emails from users saying that iPhone 4 reception is better than the iPhone 3GS. They are delighted. This matches our own experience and testing. What can explain all of this?

We have discovered the cause of this dramatic drop in bars, and it is both simple and surprising.

Upon investigation, we were stunned to find that the formula we use to calculate how many bars of signal strength to display is totally wrong. Our formula, in many instances, mistakenly displays 2 more bars than it should for a given signal strength. For example, we sometimes display 4 bars when we should be displaying as few as 2 bars. Users observing a drop of several bars when they grip their iPhone in a certain way are most likely in an area with very weak signal strength, but they don't know it because we are erroneously displaying 4 or 5 bars. Their big drop in bars is because their high bars were never real in the first place.

To fix this, we are adopting AT&T's recently recommended formula for calculating how many bars to display for a given signal strength. The real signal strength remains the same, but the iPhone's bars will report it far more accurately, providing users a much better indication of the reception they will get in a given area. We are also making bars 1, 2 and 3 a bit taller so they will be easier to see.

We will issue a free software update within a few weeks that incorporates the corrected formula. Since this mistake has been present since the original iPhone, this software update will also be available for the iPhone 3GS and iPhone 3G.

We have gone back to our labs and retested everything, and the results are the same— the iPhone 4's wireless performance is the best we have ever shipped. For the vast majority of users who have not been troubled by this issue, this software update will only make your bars more accurate. For those who have had concerns, we apologize for any anxiety we may have caused.

As a reminder, if you are not fully satisfied, you can return your undamaged iPhone to any Apple Retail Store or the online Apple Store within 30 days of purchase for a full refund.

We hope you love the iPhone 4 as much as we do.

Thank you for your patience and support.

Apple

— WebWireID119401 —

iPhone 4 Sales Top 1.7 Million

CUPERTINO, California - Apple® today announced that it has sold over 1.7 million of its iPhone® 4 through Saturday, June 26, just three days after its launch on June 24. The new iPhone 4 features FaceTime®, which makes video calling as easy as one tap, and Apple's new Retina display, the highest resolution display ever built into a phone, resulting in stunning text, images and video.

'This is the most successful product launch in Apple's history,' said Steve Jobs, Apple's CEO. 'Even so, we apologize to those customers who were turned away because we did not have enough supply.'

iPhone 4 also features a 5 megapixel camera with LED flash, HD 720p video recording, Apple's A4 processor, a 3-axis gyro and up to 40 percent longer talk time—in a beautiful all-new design of glass and stainless steel that is the thinnest smartphone in the world.

iPhone 4 comes with iOS 4, the newest version of the world's most advanced mobile operating system, which features Multitasking, Folders, enhanced Mail, deeper Enterprise support and Apple's new iAd mobile advertising platform.

Pricing & Availability
iPhone 4 is available in the US for a suggested retail price of $199 (US)* for the 16GB model and $299 (US) for the 32GB model in both Apple and AT&T's retail and online stores, Best Buy, Radio Shack and Wal-Mart stores. iPhone 4 is also available in the UK, France, Germany and Japan and will be available in an additional 18 countries by the end of July—Australia, Austria, Belgium, Canada, Denmark, Finland, Hong Kong, Ireland, Italy, Luxembourg, Netherlands, Norway, New Zealand, Singapore, South Korea, Spain, Sweden and Switzerland.

*Qualified customers only. Requires a new two year AT&T rate plan, sold separately.

Apple designs Macs, the best personal computers in the world, along with OSX, iLife, iWork, and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced its magical iPad which is defining the future of mobile media and computing devices.

— WebWireID119178 —

Apple Sells Three Million iPads in 80 Days

CUPERTINO, California - Apple® today announced that it sold its three millionth iPad™ yesterday, just 80 days after its introduction in the US. iPad is a revolutionary and magical product that allows users to connect with their apps, content and the Internet in a more intimate, intuitive and fun way than ever before.

'People are loving iPad as it becomes a part of their daily lives,' said Steve Jobs, Apple's CEO. 'We're working hard to get this magical product into the hands of even more people around the world, including those in nine more countries next month.'

Developers have created over 11,000 exciting new apps for iPad that take advantage of its Multi-Touch™ user interface, large screen and high-quality graphics. iPad will run almost all of the more than 225,000 apps on the App Store, including apps already purchased for your iPhone® or iPod touch®.

Users can browse the web, read and send email, enjoy and share photos, watch HD videos, listen to music, play games, read ebooks and much more, all using iPad's revolutionary Multi-Touch user interface. iPad is 0.5 inches thin and weighs just 1.5 pounds—thinner and lighter than any laptop or netbook—and delivers up to 10 hours of battery life.*

*Battery life depends on device settings, usage and other factors. Actual results vary.

Apple ignited the personal computer revolution with the Apple II, then reinvented the personal computer with the Macintosh. Apple continues to lead the industry with its award-winning computers, OS X operating system, and iLife, iWork and professional applications. Apple leads the digital music revolution with its iPods and iTunes online store, has reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced its magical iPad which is defining the future of mobile media and computing devices.

— WebWireID118945 —

New Magid Report Finds U.S. 2010 Market for Mobile Virtual Goods to be Estimated at $168M

BURLINGAME, CA & NEW YORK, NY - Jun 22, 2010 - Virtual goods purchased on smartphones are a new emerging market in the United States. Who is actually buying them and how much they're spending, however, has not been completely understood. Today, Frank N. Magid Associates and mobile social gaming network OpenFeint are shedding some light on the subject by providing the first-ever estimate on how much Americans are currently spending on virtual goods.

According to the study, Magid Media Futures 2010 Wireless and Consumers, Americans spent $168 million on mobile virtual goods in the last year. Magid estimates that over 70 million Americans now own smartphones – that's 23 percent of the population. With 45 percent of those smartphone owners playing mobile games and 16 percent of those spending an average of $41 per year on in-game virtual goods, the market has already exceeded $168 million.

'The market for virtual goods has already exploded in web-based games like Zynga's Farmville, and we're just now starting to see this trend in the mobile space,' said Steve Lin, VP Operations of Aurora Feint. 'In just the last few months we've seen amazing interest from our game developers in building mobile social games with virtual goods. Our internal numbers reflect the study in that free-to-play models will be the dominant pricing structure in the future."

With 55 percent of smartphone gamers interested in buying virtual goods, the market is poised for strong growth as more virtual goods-based games enter the market. The study also shed more light on who is likely to play games on smartphones. Compared to the general population, smartphone gamers skew male and are between 18 and 34 years of age.

Smartphone gamers are active consumers of multiple games, downloading 14 games on average per year. Of these games, recipients paid money for 4 games and obtained 10 for free meaning that consumer pay for mobile games at a 2:5 ratio vs. downloading free games. As expected, Americans are most likely to review application store rankings to find games, but are also likely to rely on word of mouth and the suggestions of their friends.

"Everybody knows free-to-play social gaming models on PC platforms have been making a killing but mobile virtual goods aren't as well understood," said Mike Vorhaus, President, Magid Advisors. "With almost 20 percent of smartphone gamers already making purchases, there's a lot of room for the market to keep taking off as smartphones continue to increase in popularity."

This is the first half of a two-part study that will be released this Summer.

For more information on the mobile virtual goods industry or Aurora Feint, please contact Ken Johnston at ken@vscconsulting.com. Aurora Feint partnered with Frank N. Magid Associates, Inc. www.magid.com to conduct and analyze the mobile virtual goods studies.

About Aurora Feint, Inc.
Aurora Feint, Inc.'s software development kit, OpenFeint, allows game publishers to implement services which enable mobile social gaming. With over 26 million registered users and a presence in over 2,000 games, OpenFeint is the first and largest social gaming platform for the iPhone. Aurora Feint is backed by DeNA Inc.

— WebWireID118878 —