Frost & Sullivan Market Leadership Award Recognises Appello’s Exceptional Overall Performance

LONDON - The Frost & Sullivan “2009 European Mobile Phone Based Navigation Market
Leadership Award”, is presented to Appello. The company’s innovative
strategies have enabled it to emerge a leader in the highly competitive
mobile phone based navigation market.

(Logo: www.newscom.com/cgi-bin/prnh/20081117/FSLOGO)

“Appello has grown steadily since 2003 to its current position as the
leading provider of complete mobile phone based navigation solutions,” notes
Frost & Sullivan Research Analyst Vishnu Muralidharan. “Wisepilot, a
customer-centric mobile navigation service solution launched in 2004, has
been backed by superior account management and perceptive strategies,
supporting the organic growth of the company.”

Navigation capable handset shipments to Europe grew more than 200 per
cent in 2008. This trend is expected to continue and result in an exponential
growth of 80 million units in 2010. Appello has capitalised on this trend by
announcing several key strategic partnerships with telecom operators and
handset manufacturers. Currently, Wisepilot is available with 13 telecom
operators. Appello has also partnered with deCarta, one of the leading
providers of location based services (LBS) platform.

“To ensure maximum reach and provide value to customers, Appello has
invested in several innovative strategies; one of them being to offer
Wisepilot as a standard preinstalled application on all GPS enabled phones,”
comments Muralidharan. “Appello also has an attractive trial offer that
allows consumers to learn the functioning of the navigation solution.”

Appello has experimented by offering Wisepilot in different levels of the
handset hierarchy. By tracking activation, based on the level at which the
solution is placed, the company has been able to position Wisepilot at the
appropriate location to provide optimum reach and boost customer awareness.
For instance, the company has experienced 85 per cent application trial
activation when Wisepilot is placed in the desktop menu and 55 per cent
activation when it is placed one level below the desktop.

The company has also seen different levels of activation and conversion
rates depending on the handset used; statistics have shown that Wisepilot,
when offered in blackberry phones, has an activation rate of at least 70 per
cent. The company has established partnerships with all major handset
manufacturers to make sure adaptation of Wisepilot to a new handset can be
done ahead of market introduction.

“The company has a simple payment and subscription process and is
focusing on providing a rich content based experience for users,” remarks
Muralidharan. “Appello employs user statistics to gain information on the
features used most frequently by consumers and is constantly working to
provide a better solution.”

With regard to branding, Appello offers clients the flexibility to choose
either Wisepilot or supply a white label navigation solution. This approach
ensures that Appello is able to sell its solution under different brand names
and thereby maximise its reach.

Wisepilot has been developed as a thin client system. This has helped the
company to provide consumers with a rich graphic user experience. The company
has also been developing next generation Wisepilot on Java to ensure that it
can be used on all available platforms.

The Frost & Sullivan Award for Market Leadership of the Year is given to
the company that has exhibited market share leadership through the
implementation of market strategy. The recipient has displayed excellence in
all areas of the market leadership process, including the identification of
market challenges, drivers and restraints, as well as strategy development
and methods of addressing these market dynamics. Furthermore, the Award
recipient has continually demonstrated solutions for monitoring market
changes and for implementing superior market strategies. By utilising these
strategies for success, the company has established itself as the market
share leader in its respective industry.

Frost & Sullivan Best Practices Awards recognise companies in a variety
of regional and global markets for demonstrating outstanding achievement and
superior performance in areas such as leadership, technological innovation,
customer service, and strategic product development. Industry analysts
compare market participants and measure performance through in-depth
interviews, analysis, and extensive secondary research in order to identify
best practices in the industry.

About Appello and Wisepilot

Appello is a leading provider of mobile GPS navigation services and
offers turn-key solutions to mobile network operators, handset manufacturers
and enterprise customers. Appello has developed WISEPILOT(R) a unique and
award-winning navigation platform for mobile devices providing applications
to the automotive and telecom industries. Appello’s customers include some of
the largest mobile network operators, mobile phone manufacturers, telecom
distributors, web portals, directory service providers and telecom system
integrators. Appello has its headquarters in Gothenburg, Sweden.

For more information, visit www.appello.se | www.wisepilot.com

Appello Contact Information
Leif Sundstrom, Vice President and General Sales Director
Mobile: +46-706-155-146
E-mail: leif.sundstrom@appello.se

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Frost & Sullivan Contact Information
Jasmine Malone - Promotions Coordinator
Phone: +44-207-915-7869
E-Mail:jasmine.malone@frost.com

Source: Frost & Sullivan

Jasmine Malone, Promotions Coordinator of Frost & Sullivan, +44-207-915-7869, jasmine.malone at frost.com; or Leif Sundstrom, Vice President and General Sales Director of Appello, +46-706-155-146, leif.sundstrom at appello.se. Photo: https://www.newscom.com/cgi-bin/prnh/20081117/FSLOGO